Triple fit in workation advertising: how message framing, digital connectivity, and spatial restoration shape destination visit intention

This study examines how workation advertising framing, digital connectivity, and spatial restoration jointly shape potential workation tourists’ perceived restorative environment and subsequent destination visit intention. Drawing on person–environment fit theory and attention restoration theory, three scenario-based experiments with currently working US prospective consumers tested mediation and boundary effects. Results show that perceived restorative environment mediates the effect of advertising framing on visit intention, and that relaxation-focused advertising produces stronger restorative responses when aligned with controlled connectivity and a detached retreat. The findings advance understanding of multi-level environmental alignment and offer practical guidance for workation destination marketing.