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Attribute framing effects on the timing of booking intentions

机译：属性框架效应对预订意图的时间

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摘要

Based on experimental evidence, this paper intended to shed some light on whether the negative and positive framing (wording) manipulation of a tourism offer affects the travellers’ judgment of the decisions involved in booking a holiday element(i.e., mountains tour) with regard to timing (well before the trip, at the last minute). We employ Levin et al’s attribute framing paradigm to manipulate a key attribute of a holiday offer (good/bad weather conditions on the day of a mountains tour), and ask consumers to evaluate the offer and make a mountains tour reservation decision. As hypothesized, positive presentation of the attribute information elicited more responses in favour of early booking and negative presentation of the same attribute elicited fewer responses in favour of early booking; and therefore this could form a useful basis for marketing communication strategies related to the timing and presentation of booking information to the advantage of the tourism industry.
机译：基于实验证据，本文旨在阐明一些旅游报价的负面和积极的框架（措辞）是否会影响旅行者对预订假日元素（即山脉之旅）的决策的判断时间（在旅途前，在最后一分钟之前）。我们聘请了Levin等人的属性框架范式来操纵假期报价的关键属性（在山脉之旅的天气状况良好），并要求消费者评估提议并制作山脉旅游预订决定。如假设，属性信息的正面展示引发了更多的回答，支持早期预订和相同属性的负面展示引起的少数回应，以利于提前预订;因此，这可以为营销与旅游业优势的营销与介绍信息的营销和介绍有关的营销策略的有用基础。

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