Message framing and regulatory focus effects on destination image formation

Abstract This study examines the influence of message framing and how a match or mismatch between message framing and individuals’ regulatory focus can influence their destination image perceptions and visit intentions utilizing attribute framing and regulatory focus fit theories. This study also examines the mediating role of cognitive fluency and emotional state on attribute framing effects on destination image formation and visit intentions. Findings indicate that framing of marketing messages exerts significant influences on consumers' decision making and destination selection process. Consumers under gain-framed message condition tend to have higher destination image perceptions compared to those under loss-framed message conditions. A match between attribute framing and regulatory focus results in formation of better destination image perceptions compared to mismatch. Furthermore, cognitive fluency and emotional state mediate attribute framing effects on destination image formation.