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This study investigates the impact of promotional message framing on domestic tourists' travel intentions during a health crisis, exploring the moderating effects of regulatory focus and perceived risk. Utilizing a 2 × 2 × 2 between-subject factorial design, two experiments were conducted with data collected from domestic tourists. The findings reveal that promotion-focused tourists prefer emotionally resonant gain-framed messages with lower discounts and show lower susceptibility to health risks compared to their prevention-focused counterparts. The interaction of gain-framed messages with low discount depth resulted in increased travel intentions despite the health crisis. On the other hand, prevention-focused tourists exhibited no significant change in travel intentions in response to differently framed messages. This study extends the promotional framing literature by incorporating regulatory focus and risk …