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Message framing and regulatory focus effects on destination image formation
Affiliation:1. Institute of Tourism Management, School of Business Administration, Southwestern University of Finance and Economics, Chengdu, China;2. School of Tourism and Historic Culture, Southwest University for Nationalities, Chengdu, China;3. School of Hospitality Business Management, Washington State University, Pullman, WA 99163, USA;4. School of Tourism and Hospitality, University of Johannesburg, Johannesburg, South Africa;5. School of Business Administration, Southwestern University of Finance and Economics, Chengdu, China;1. School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Kowloon, Hong Kong;2. Marriott Professor of Revenue Management, Department of Hospitality and Tourism Management, Pamplin College of Business, Virginia Tech, Blacksburg VA 24061, USA;1. Center for Hospitality and Tourism Research, School of Hospitality and Tourism Management, Oklahoma State University, 365 Human Sciences, Stillwater, OK 74078, USA;2. The Cecil B. Day School of Hospitality Administration, J. Mack Robinson College of Business, Georgia State University, 35 Broad Street NW #215, Atlanta, GA 30303, USA;3. School of Hospitality and Tourism Management, Oklahoma State University, 365 Human Sciences, Stillwater, OK 74078, USA;1. Purdue University, United States;2. Hong Kong Polytechnic University, Hong Kong
Abstract:This study examines the influence of message framing and how a match or mismatch between message framing and individuals’ regulatory focus can influence their destination image perceptions and visit intentions utilizing attribute framing and regulatory focus fit theories. This study also examines the mediating role of cognitive fluency and emotional state on attribute framing effects on destination image formation and visit intentions. Findings indicate that framing of marketing messages exerts significant influences on consumers' decision making and destination selection process. Consumers under gain-framed message condition tend to have higher destination image perceptions compared to those under loss-framed message conditions. A match between attribute framing and regulatory focus results in formation of better destination image perceptions compared to mismatch. Furthermore, cognitive fluency and emotional state mediate attribute framing effects on destination image formation.
Keywords:Attribute framing  Regulatory fit  Destination image  Cognitive fluency  Emotional state
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