Journal article
The impact of uncertainty on tourists’ controllability, mood state and the persuasiveness of message framing in the pandemic era
Tourism management, Vol.94, pp.1-11
02/2023
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Abstract
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.
Details
- Title
- The impact of uncertainty on tourists’ controllability, mood state and the persuasiveness of message framing in the pandemic era
- Creators
- Shasha Liu - Shanghai Jiao Tong UniversityJudith Mair - University of Queensland
- Publication Details
- Tourism management, Vol.94, pp.1-11
- Publisher
- Elsevier Ltd
- Identifiers
- 991013309817602368
- Copyright
- © 2022 Elsevier Ltd. All rights reserved.
- Academic Unit
- Office of the PVC (Academic Innovation)
- Language
- English
- Resource Type
- Journal article