Can communication messages affect promotion of international air travel in preparation for the post COVID-19 pandemic era?

Seongseop (Sam) Kim, Jungkeun Kim, Youngjoon Choi, Jongwon Shin, Alastair M. Morrison

Research output: Journal article publicationJournal articleAcademic researchpeer-review

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.

Original languageEnglish
Pages (from-to)252-267
Number of pages16
JournalJournal of Hospitality and Tourism Management
Volume51
DOIs
Publication statusPublished - Jun 2022

Keywords

  • COVID-19
  • Crisis
  • Message frames
  • Risk
  • Travel intentions

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management

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