Shenzhen Tourism College, Jinan University, Shenzhen 518053, China.
School of Management, Jinan University, Guangzhou 510632, China.
Int J Environ Res Public Health. 2022 Oct 28;19(21):14100. doi: 10.3390/ijerph192114100.
Traveling has become an increasingly important lifestyle for the elderly to realize active aging. The elderly are more inclined to pay attention to wellbeing-related products whilst on vacations, representing a market opportunity for providers of tourism health services. This study conducted an experiment to explore how message framing affects intentions to purchase health services in elderly tourists over the age of 59 years. A total of 216 elderly tourists from Bama, a famous wellness tourism destination in China, were recruited as participants for a single-factor (message framing: positive versus negative) experiment. Our results indicate the following: (1) message framing has a significant impact on elderly tourists' intentions to purchase health services. Compared with messages that are negatively framed, positive messages are more persuasive. (2) Perceived benefits mediate the above relationship. (3) Perceived susceptibility moderates the impact of message framing around perceived benefits, as well as the indirect effect of perceived benefits on purchase intention. Theoretically, this paper clarifies the mechanism and conditions of message framing in relation to its effects on consumer intentions, enriching knowledge about the intersection between tourism and health consumption. This paper also provides guidance for providers of health tourism who are seeking to capture the market of elderly tourists.
旅行已经成为老年人实现积极老龄化的一种越来越重要的生活方式。老年人在度假时更倾向于关注与健康相关的产品，这为旅游健康服务提供商提供了市场机会。本研究通过实验探讨了信息框架如何影响 59 岁以上老年游客购买健康服务的意愿。共有 216 名来自巴马的老年游客作为参与者参加了一项单因素（信息框架：正面与负面）实验，巴马是中国著名的养生旅游目的地。结果表明：（1）信息框架对老年游客购买健康服务的意愿有显著影响。与负面信息框架相比，正面信息框架更具说服力。（2）感知收益中介了上述关系。（3）感知易感性调节了感知收益对购买意愿的影响，以及感知收益对购买意愿的间接影响。从理论上讲，本文阐明了信息框架在影响消费者意愿方面的机制和条件，丰富了旅游与健康消费交叉领域的知识。本文还为寻求抓住老年游客市场的健康旅游服务提供商提供了指导。
