Tourist destination advertising information is the most direct tool to encourage consumers to choose travel destinations. People often describe travel motivations as either profit-driven (seeking relaxation) or avoidance-driven (escape from stress). Attribute framing is a type of framing effect. We can also describe tourism advertising messages as either highlighting the positive outcomes of travel or highlighting the avoidable negative outcomes of travel. This article is based on the relevant theories of SOR, framing effect, and elaboration possibility model, and uses a research method that combines experimental methods and questionnaire surveys to study the impact of tourism advertising attribute frames on consumers' travel intentions. The results show that: 1)Compared with the positive attribute frame, the negative attribute frame can better promote consumers' travel intention; 2)There is a significant interactive effect between consumer adjustment orientation and tourism advertising attribute frame, compared with the mismatch between adjustment orientation (promotion orientation and negative Attribute frame, defensive orientation and positive attribute frame), the matching of promotion orientation and positive attribute frame, prevention orientation and negative attribute frame significantly enhances consumers' travel intention; 3) Processing fluency in the matching of tourism advertising attribute frame and consumer adjustment orientation It plays a mediating role in the effect. When faced with positive attribute frame information, consumers with a promotion adjustment orientation will improve processing fluency and thus affect travel intention; consumers with a defense adjustment orientation will also improve processing fluency when faced with negative attribute frame information.
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