Media Framing, Solidarity, and Tourism in Wartime

This study examines how the framing of newspaper articles shapes place solidarity and associated tourism implications during the Russia-Ukraine war, and how these framing effects vary according to national values of the countries in which the articles were published. Drawing on framing theory, Hofstede’s national values, and the place solidarity concept, we analyze 379 newspaper articles from 46 countries using quantitative content analysis and categorical principal component analysis. Justice- and threat-focused frames in newspapers are associated with place solidarity, which is linked to media-represented tourism implications such as willingness to visit Ukraine, hospitality toward Ukrainians, and perceived tourism spillovers. Several national values moderate these relationships, indicating contingent framing effects. The study advances understanding of how media narratives construct solidarity during crises and how cultural contexts influence tourism outcomes.