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신산업융합대학
국제사무학과
Journal papers
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Airline communication message strategies during crisis
Title
Airline communication message strategies during crisis
Authors
Kim
;
Seongseop
;
Jungkeun
;
Choi
;
Youngjoon
Ewha Authors
최영준
SCOPUS Author ID
최영준
Issue Date
2023
Journal Title
Tourism Review
ISSN
1660-5373
Citation
Tourism Review vol. 78, no. 6, pp. 1452 - 1465
Keywords
Airline promotion
;
COVID-19
;
Crisis
;
Framing
;
Message
;
Message framing
;
Prevention focus
;
Promotion focus
;
Regulatory
;
Regulatory focus
;
Risk
Publisher
Emerald Publishing
Indexed
SSCI; SCOPUS
Document Type
Article
Abstract
Purpose: This study aims to assess how airline companies can frame their message strategies given the effects of the COVID-19 pandemic. Design/methodology/approach: Message forms used in empirical tests included message framings, regulatory focuses and benefit types. A total of 450 participants were recruited through an online survey. Findings: Promotion-focused behavioral intention was more effective when personal economic benefit was negatively framed. However, prevention-focused behavioral intention was more effective where social benefit was positively framed. The results were moderated by personal traits such as the level of perceived COVID-19 threat. Originality/value: The findings of this study can help create new communication strategies during risky or critical situations. © 2023, Emerald Publishing Limited.
DOI
10.1108/TR-08-2022-0388
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