Mocking oneself or teasing others? The interactive effects of humorous message framing and tourism crisis response strategies

Numerous studies have investigated tourism crisis communication, but few studies have focused on matching crisis communication message framing with crisis response strategy. Therefore, we explored the interactive effects of humorous message framing (HMF) and crisis response strategy (CRS) on destination reputation. The results indicate that adopting an apology CRS alongside self-deprecating HMF improves destination reputation, while the combination of a denial CRS with aggressive HMF helps restore destination reputation. Moreover, perceived sincerity and destination trust are effective mediators. This paper reveals the logic behind the application of destination CRS and deepens academics' comprehension of the effect of HMF. It expands the research system of tourism crisis communication from the viewpoint of message framing. Meanwhile, the results provide theoretical and practical references for destination crisis response and reputation recovery.