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.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
