Abstract
Since responsible tourism (RT) emerged as a critical issue in the tourism literature in the early 2000s, the challenge has been how to encourage consumers to practice RT. In this context, the goal of this study is to examine effective ways to promote individuals' RT behavior using message framing and appeals. The present study used campaign advertisements as a stimulus and employed a 2 × 2 factorial design ((message framing: gain framing vs. loss faming) × (appeal: rational appeal vs. emotional appeal)) in the experiment. In addition, the study investigated the moderating impact of involvement on people's attitude towards advertising and intention to participate in RT. Independent-sample t-tests and a two-way analysis of variance were used to verify the hypotheses. The results of the study revealed that gain-framed messages had a greater influence on individuals' attitude towards the advertisement and their intention to participate in RT than loss-framed messages in the low-involvement group. Furthermore, rational and emotional appeals had a greater influence on people's attitude towards the advertisement in the high- and low-involvement groups, respectively.
| Original language | English |
|---|---|
| Article number | 865 |
| Journal | Sustainability (Switzerland) |
| Volume | 11 |
| Issue number | 3 |
| DOIs | |
| Publication status | Published - 2019 Feb 7 |
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Keywords
- Appeals
- Intention to participate in responsible tourism
- Involvement
- Message framing
- Responsible tourism
ASJC Scopus subject areas
- Geography, Planning and Development
- Renewable Energy, Sustainability and the Environment
- Management, Monitoring, Policy and Law
Cite this
A study of consumers' intentions to participate in responsible tourism using message framing and appeals. / Yoon, Ahyoung; Jeong, Daeyoung; Chon, Jinhyung; Yoon, Ji Hwan.
In: Sustainability (Switzerland), Vol. 11, No. 3, 865, 07.02.2019.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - A study of consumers' intentions to participate in responsible tourism using message framing and appeals
AU - Yoon, Ahyoung
AU - Jeong, Daeyoung
AU - Chon, Jinhyung
AU - Yoon, Ji Hwan
PY - 2019/2/7
Y1 - 2019/2/7
N2 - Since responsible tourism (RT) emerged as a critical issue in the tourism literature in the early 2000s, the challenge has been how to encourage consumers to practice RT. In this context, the goal of this study is to examine effective ways to promote individuals' RT behavior using message framing and appeals. The present study used campaign advertisements as a stimulus and employed a 2 × 2 factorial design ((message framing: gain framing vs. loss faming) × (appeal: rational appeal vs. emotional appeal)) in the experiment. In addition, the study investigated the moderating impact of involvement on people's attitude towards advertising and intention to participate in RT. Independent-sample t-tests and a two-way analysis of variance were used to verify the hypotheses. The results of the study revealed that gain-framed messages had a greater influence on individuals' attitude towards the advertisement and their intention to participate in RT than loss-framed messages in the low-involvement group. Furthermore, rational and emotional appeals had a greater influence on people's attitude towards the advertisement in the high- and low-involvement groups, respectively.
AB - Since responsible tourism (RT) emerged as a critical issue in the tourism literature in the early 2000s, the challenge has been how to encourage consumers to practice RT. In this context, the goal of this study is to examine effective ways to promote individuals' RT behavior using message framing and appeals. The present study used campaign advertisements as a stimulus and employed a 2 × 2 factorial design ((message framing: gain framing vs. loss faming) × (appeal: rational appeal vs. emotional appeal)) in the experiment. In addition, the study investigated the moderating impact of involvement on people's attitude towards advertising and intention to participate in RT. Independent-sample t-tests and a two-way analysis of variance were used to verify the hypotheses. The results of the study revealed that gain-framed messages had a greater influence on individuals' attitude towards the advertisement and their intention to participate in RT than loss-framed messages in the low-involvement group. Furthermore, rational and emotional appeals had a greater influence on people's attitude towards the advertisement in the high- and low-involvement groups, respectively.
KW - Appeals
KW - Intention to participate in responsible tourism
KW - Involvement
KW - Message framing
KW - Responsible tourism
UR - http://www.scopus.com/inward/record.url?scp=85061119994&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85061119994&partnerID=8YFLogxK
U2 - 10.3390/su11030865
DO - 10.3390/su11030865
M3 - Article
AN - SCOPUS:85061119994
VL - 11
JO - Sustainability
JF - Sustainability
SN - 2071-1050
IS - 3
M1 - 865
ER -