Can communication messages affect promotion of international air travel in preparation for the post COVID-19 pandemic era?
Journal of Hospitality and Tourism Management
; 51:252-267, 2022.
Article
in English
| APA PsycInfo | ID: covidwho-2266497
ABSTRACT
The purpose of this research was to identify the effects of message contents and framings that airline companies communicate with potential airline passengers during the COVID-19 pandemic to enhance behavioral intentions to engage in international air travel. A survey of 1300 respondents was conducted using the Posttest Control Group experimental design method. Several meaningful findings were generated. Among them, the "loss" message regarding cash-redeemable coupons was most effective in raising intentions to take an international flight and obtaining favorable assessments of the message contents. Covariates including income level, travel purpose, premium card ownership, perceived risk, importance of airline brand, and sanitation were significant in determining the intention to take international flights. The results of this study can help with establishing promotional strategies to foster international travel in the post-pandemic era. (PsycInfo Database Record (c) 2022 APA, all rights reserved)
COVID-19; pandemics; communication messages; message framing; message contents; air travel; airline companies; behavioral intentions; international air travel; risk; travel intentions; potential customer intentions; effects, *Air Transportation, *Consumer Behavior, *Messages, *Behavioral Intention, *covid-19, Business Organizations, Communication, Framing Effects, Pandemics, Traveling, Consumer Attitudes & Behavior [3920], Recreation & Leisure [3740], Human Male Female Adulthood (18 yrs & older) Young Adulthood (18-29 yrs) Thirties (30-39 yrs) Middle Age (40-64 yrs) Aged (65 yrs & older)
Full text:
Available
Collection:
Databases of international organizations
Database:
APA PsycInfo
Topics:
Long Covid
Language:
English
Journal:
Journal of Hospitality and Tourism Management
Year:
2022
Document Type:
Article
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