Rural tourism product promotion: a comparison of message framing techniques

IF 8.2 2区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Travel & Tourism Marketing Pub Date : 2022-11-22 DOI:10.1080/10548408.2023.2184444

N. Tsang, Alice Gong, W. Au

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.

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乡村旅游产品推广：信息框架技术的比较

摘要本研究以解释水平理论为基础，探讨解释水平(高与低)和利益类型(自利与他利)对游客对乡村旅游主要产品(跟团游)和配套产品(民宿)购买意愿的影响。利用组内/组间混合方法和2 × 2基于场景的实验设计，对352份调查问卷的分析显示，在两个时间场景(远距离与短距离)中，描述自我利益的低解释信息的表现优于其他信息。这些研究结果丰富了我们对乡村旅游推广的认识，为今后的研究奠定了理论基础，并为旅游业提供了实践启示。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Travel & Tourism Marketing HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

13.50

自引率

8.30%

发文量

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.