Guiding tourists’ cautious behaviour: the interaction role of goal message framing and construal level message during the public health crisis context

Crisis communication is crucial for tourists’ safety, few studies have explored the impact of goal message framing and construal level message on tourists’ cautious behaviours in the public health crisis context. This study investigated the interaction effects of goal message framing effects (gain vs. loss) and construal level message (concrete vs. abstract) on tourists’ risk perception and cautious behaviours using two experiments. The findings suggest that the combination of a loss message and a concrete message, as well as the combination of a gain message and an abstract message, can effectively guide tourists’ cautious behaviours. Among these, the amalgamation of loss message framing with a concrete message is more effective and significant. Simultaneously, the persuasive effect of goal message framing and construal level on tourists’ cautious behaviours is mediated through risk perception. The results of this study can have better suggestions and responses for government units and tourism organisations in tourism crisis management.