框架(结构)
心情
旅游
框架效应
可控性
心理学
广告
政治学
社会心理学
业务
地理
数学
应用数学
法学
考古
说服
作者
Shasha Liu,Judith Mair
标识
DOI:10.1016/j.tourman.2022.104634
摘要
Drawing on uncertainty theory, this study examines how to boost travel intention by analyzing the impacts of uncertainty on the effectiveness of destination marketing messages. Three studies (including four scenario-based experiments and five pretests) were employed to examine these impacts. Study 1 demonstrated that travel outcome uncertainty impacts travel intentions and revealed controllability and mood state as parallel and serial mediators. Study 2 showed that a combination of low (vs. high) uncertainty and gain (vs. loss) framing leads to higher travel intentions. The results further show that in the temporal distance condition, the effect of message framing is attenuated. Study 3 revealed that a combination of low (vs. high) uncertainty and hedonic (vs. utilitarian) attributes increased travel intentions. The research also provides practical implications for global tourism marketers to lower the uncertainty barrier.
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