Effectiveness of message framing in changing COVID-19 vaccination intentions: moderating role of travel desire

Dogan Gursoy*, Yuksel Ekinci, Ali Selcuk Can, Jesica C. Murray

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

Abstract

This research examines the effectiveness of message framing, message appeal and information content in changing respondents’ COVID-19 vaccination intentions through influencing their vaccine risk perceptions. Furthermore, the moderating effect of travel desire on the relationship between vaccine risk perceptions and changing vaccination intentions is examined. In doing so, two rounds of data were collected from the same respondents. The first survey recorded respondents’ vaccination intentions, travel desire and socio demographics. A follow up survey tested cause-and-effect relationships on the proposed relationships using a 2 (message frame: gain, loss) x 2 (message appeal: rational, emotional) x 2 (information content: subjective, objective) between-subjects online experimental design. Findings suggest that loss-framed messages are more effective than gain-framed and emotional-rational messages in reducing risk perceptions and, thus, changing vaccination intentions. Travel desire is found to moderate the effect of vaccine risk perception on vaccination intentions by weakening the negative effect of vaccine risk perception on
vaccination intention. Findings show the importance of travel desire along with message framing and message appeal on changing individuals’ COVID-19 vaccination intentions in public health communications.
Original languageEnglish
Article number104468
Number of pages10
JournalTourism Management
Volume90
Early online date8 Dec 2021
DOIs
Publication statusEarly online - 8 Dec 2021

Keywords

  • message frame
  • message appeal
  • covid-19 vaccination intention
  • perceived vaccine risk
  • travel desire

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