여행상품 옵션 프레이밍에서의 경영적 효과 및 심리적 반응 차이 : 여행광고 메시지 유형, 관광 목적지의 상호작용 효과

초록

The study investigated the effect of option framing in travel products. In addition, the interaction effect between message type of travel advertisement and destination which can reduce the unfavorable response of option-deletion framing was observed. Moreover, the psychological responses such as perceived value, purchasing intent, and satisfaction of the travel product option framing were measured. The analysis results revealed that the interaction effect between option framing and message type of travel advertisement occurred, and emotional appeal was more effective than rational appeal. Psychological responses indicated high perceived value, purchasing intent, and satisfaction in option-deletion framing. Besides, there were differences in perceived value, purchasing intent, and satisfaction resulting from option framing.

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