Which message resonates with you? Unveiling effective framing strategies for regenerative tourism

Abstract

This study examines the effectiveness of framing strategies—diagnostic, prognostic, and motivational—in marketing regenerative tourism, drawing on the framing perspective within social movement theory and the concept of frame resonance. Using a sequential mixed-methods approach, Study 1 features 23 semi-structured in-depth interviews with Destination Management Organization (DMO) leaders and regenerative practitioners. Participants report that positive messaging combined with clear calls to action resonate strongly with tourists. Study 2 employs a between-subjects online experiment with respondents from the United States, the United Kingdom, and New Zealand to test these insights. Results reveal that framing strategies and frame resonance significantly influence tourists’ attitudes toward and intentions to participate in regenerative tourism. Theoretically, this research advances the application of framing strategies, frame resonance, and social movement theory in the context of regenerative tourism. Practically, it recommends that DMOs apply prognostic (solution-oriented) and motivational (call to action) framing that emphasizes experiential benefits and provides actionable steps to engage target audiences effectively.