The purpose of this study is to investigate the effect of attribute framing, hotel image and involvement on intention to visit. To attain this goal, mediation analysis, moderation analysis and moderated mediation analysis were performed. One hundred sixty eight college students completed self-administered questionnaires measuring hotel image, involvement and intention. The results indicated that: (1) positive framing was more effective in enhancing hotel image than negative framing(framing effect), (2) this framing effect was moderated by involvement, (3) the effect of message framing on intention to visit was partially mediated by hotel image. The strength of the mediated effect decreased along with levels of involvement(moderated mediation effect): stronger framing-image-intention relationships when involvement was weak. From a managerial perspective, this research has significant implications that managers of service firms should monitor customer eWOM and attempt to rectify any negative evaluations provided by customers to increase customer visitation and sales. From a practical implication, managers should monitor customer comments and correct any shortcomings and create more positive evaluations so that customer reviews and recommendations are turned around.