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This study aims to reveal the triggering mechanism and boundary conditions of tourists’ cross-border travel anxiety (CBTA) from different crisis information sources.

Drawing on the heuristic-systematic model (HSM), this study constructs a theoretical formation path of tourists’ CBTA. Based on competence-based and moral-based crises, hypotheses were examined through three situational experiments, targeting Chinese and Malaysian potential tourists.

Organization-released crisis information triggers higher tourists’ CBTA than government ones, with perceived uncertainty mediating it. Crisis communication message appeals (CCMAs) (rational vs emotional) negatively moderate the above relationships. Rational CCMAs work for governmental crisis communication, while emotional CCMAs work for organizational ones.

This study proposes a heuristic cross-border tourism crisis information dissemination strategy for destination management organizations and highlights the advantages of CCMAs in preventing secondary crises.

This study reexamines the cause-and-effect and the intervention mechanisms of tourists’ reactions to crisis information, which expands the cross-border tourism crisis management research and the application of the HSM in such a context.

本研究旨在从不同的危机信息源中揭示游客跨境旅行焦虑的触发机制和边界条件。

本研究借鉴启发式-系统式模型（HSM）, 构建了游客跨境旅游焦虑的理论形成路径。基于能力型和道德型目的地危机事件, 以中国及马来西亚潜在游客为例, 通过三组情境实验验证所提出的假设。

与政府发布的危机信息相比, 组织发布的危机信息会引发更高的游客跨境旅游焦虑, 而感知不确定性会对该路径起到中介作用。危机沟通信息诉求（理性vs.感性）对上述关系起负向调节作用。理性的信息诉求适用于政府危机沟通, 而感性的信息诉求适用于组织危机沟通。

本研究为目的地管理组织提出了启发式跨境旅游危机信息传播策略, 并强调了危机沟通信息诉求在预防二次危机方面的优势。

本研究重新审视了游客对危机信息反应的因果关系和干预机制, 拓展了跨境旅游危机管理研究和HSM在此背景下的应用。

Este estudio pretende revelar el mecanismo desencadenante y las condiciones límite de la ansiedad de los turistas ante los viajes transfronterizos (CBTA) a partir de diferentes fuentes de información sobre crisis (CIS).

Basándose en el modelo heurístico-sistemático (HSM), este estudio construye una vía teórica de formación de la CBTA de los turistas. A partir de las crisis basadas en la competencia y en la moral, se examinaron las hipótesis mediante tres experimentos situacionales, dirigidos a turistas potenciales chinos y malayos.

La información sobre crisis difundida por organizaciones desencadena una mayor CBTA de los turistas que la gubernamental, con la incertidumbre percibida como mediadora. Los recursos de los mensajes de comunicación de crisis (CCMA) (racionales frente a emocionales) moderan negativamente las relaciones anteriores. Los CCMA racionales funcionan para la comunicación de crisis gubernamental, mientras que los CCMA emocionales para las organizativas.

Los resultados proponen que las organizaciones de gestión de destinos (OGD) deberían considerar estrategias heurísticas a la hora de difundir información sobre crisis turísticas transfronterizas. Prestar atención al efecto diferencial de las CCMA ayuda a prevenir crisis secundarias.

Este estudio reexamina la causa-efecto y los mecanismos de intervención de las reacciones de los turistas a la información sobre crisis, lo que amplía la investigación sobre la gestión de crisis turísticas transfronterizas y la aplicación de la HSM en dicho contexto.

The purpose of this study is to investigate the effect of online reviews on consumers’ intention to visit restaurants, with the moderating role of involvement.

The research framework was built on signaling theory, message appeals and involvement theory. To test the proposed framework, three experiments were conducted online with real customer samples. T-tests, ANOVA and SPSS PROCESS macro were used for data analysis.

The results revealed that online reviews with higher online ratings and emotional appeal led to higher restaurant visit intention. Review appeal significantly moderated the effect of online ratings on restaurant visit intention. Customers with low restaurant involvement were more impacted by emotional comments than by functional comments.

The present study extends our knowledge on the effects of online reviews moderated by levels of customer involvement. By combining signaling theory with involvement theory, it adds value to the literature on customer online behavior, especially in the foodservice context. The present study has limitations that might provide opportunities for future research. It used evaluations (TripAdvisor scores) and only positive reviews (texts), so customers’ intentions considering negative reviews could not be examined. The level of hedonism concerning consumption in restaurants and prior knowledge regarding restaurant reviews was not controlled for. It is possible that the level of hedonism perceived and prior review knowledge may moderate the customers’ intention to visit the restaurant.

The present study shows the importance of online comments for the promotion of restaurants that have low evaluation scores. It is essential that restaurant owners and managers encourage potential customers by using comments to elaborate on their marketing strategies and promotion. At the same time, they should invite customers to share their emotional experiences, and not just their views on service efficiency (a functional aspect). During the COVID-19 pandemic, the use of the internet and mobile devices has become more prominent. Managers could therefore use emotional messages on the restaurant’s website or apps to attract customers with low restaurant involvement. Also, a system to identify the involvement of customers with restaurants could be implemented online or on mobile devices to present specific messages. The present study also recommends the use of online tools as virtual tours, photographs taken from different angles, smiling faces, floor plans and sittings and pre-determined emotional expressions. Also, the restaurant could promote lives on cooking different dishes to motive customer’s interaction and comments. These would help to increase customers’ visit intentions.

This study extends knowledge about the effect of restaurant online reviews (both ratings and appeals) moderated by the level of customer involvement. The present study also adds value to the customer online behavior literature showing that customers with low involvement are more sensitive to emotional content as they use the affective route to process information rather than the central route.

在线评论对餐厅到访意愿的影响：运用信号理论和参与理论

本研究旨在探索以顾客参与度作为调节变量, 关于在线评论对餐厅到访意愿的影响。

本文以信号理论, 信息诉求, 参与理论来建立研究框架。为测试提出的理论框架, 本研究进行了三个在线消费者实验。T-检验, 方差分析, 和SPSS PROCESS 来作为统计方法。

研究发现评论分值越高, 运用感情诉求往往导致更高度的到访意愿。评论的诉求形式显著调节了评分对到访意愿的影响。对于参与度较低的顾客, 情感诉求比功能性诉求更加能影响顾客意愿。

本研究对餐厅在线评论（评分和诉求种类）对顾客到访意愿影响, 以及如何被消费者参与度所调节贡献了新知识。本研究对消费者在线行为做出了贡献, 发现参与度较低的顾客对和情感有关的内容更敏感, 相对于中央路径, 由于此类顾客更倾向于情感路径来处理信息。