{"title":"Rural tourism product promotion: a comparison of message framing techniques","authors":"N. Tsang, Alice Gong, W. Au","doi":"10.1080/10548408.2023.2184444","DOIUrl":null,"url":null,"abstract":"ABSTRACT Drawing on construal level theory, this study aims to examine the effects of construal level (high vs. low) and benefit type (self-benefit vs. other-benefit) on tourists’ purchase intention regarding main (package tour) and supporting (homestay) rural tourism products. Utilizing a mixed between-/within-group methodology with a 2 × 2 scenario-based experimental design, the analysis of 352 survey responses revealed that a message describing self-benefit with low construal outperformed other messages in two temporal scenarios (long vs. short distance). These results enrich our understanding of rural tourism promotion, laying theoretical foundations for future studies and providing practical implications for the tourism industry.","PeriodicalId":48309,"journal":{"name":"Journal of Travel & Tourism Marketing","volume":"41 5","pages":"609 - 622"},"PeriodicalIF":8.2000,"publicationDate":"2022-11-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"2","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Travel & Tourism Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1080/10548408.2023.2184444","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
引用次数: 2
Abstract
ABSTRACT Drawing on construal level theory, this study aims to examine the effects of construal level (high vs. low) and benefit type (self-benefit vs. other-benefit) on tourists’ purchase intention regarding main (package tour) and supporting (homestay) rural tourism products. Utilizing a mixed between-/within-group methodology with a 2 × 2 scenario-based experimental design, the analysis of 352 survey responses revealed that a message describing self-benefit with low construal outperformed other messages in two temporal scenarios (long vs. short distance). These results enrich our understanding of rural tourism promotion, laying theoretical foundations for future studies and providing practical implications for the tourism industry.
期刊介绍：
The Journal of Travel & Tourism Marketing (JTTM) is a valuable platform for researchers and managers in the travel and tourism industry. It facilitates the exchange of ideas and provides updates on the latest developments in tourism. JTTM accepts submissions on various topics including marketing management practices, applied research studies, critical reviews, advancements in tourism marketing technologies, and the impact of business and government policies on travel and tourism marketing.
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