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The power of persuasive communication to influence sustainable holiday choices: Appealing to self-benefits and norms

Font, X, Hardeman, G and Nawijn, J (2017) The power of persuasive communication to influence sustainable holiday choices: Appealing to self-benefits and norms Tourism Management, 59. pp. 484-493.

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Abstract

Messages with a clear focus on personal benefits and social and personal norms could impact holidaymakers' preferences towards opting for sustainability actions. This argument was explored using a three stage, sequential, mixed methods study. Firstly, analysis of current sustainability messages from three responsible tour operators revealed a low likelihood of them influencingcustomer preferences towards sustainability actions. An online survey of consumer beliefs and values proved that a manipulated message was more persuasive than the real messages used by the tour operators. This informed an experiment in message design that showed preferences for: i) obtaining individual gains from acting pro-sustainability (the importance of self-benefit), ii) doing what others are doing (the appeal of conforming to the descriptive norm), and iii) doing what others think one should do (the appeal of conforming to the injunctive norm). The findings have led the ANVR to relaunch their sustainability programme, focusing on customer benefits.

Item Type: Article
Subjects : Sustainability
Divisions : Faculty of Arts and Social Sciences > School of Hospitality and Tourism Management
Authors :
NameEmailORCID
Font, Xx.font@surrey.ac.ukOrcid.org/0000-0003-1770-6213
Hardeman, GUNSPECIFIEDUNSPECIFIED
Nawijn, JUNSPECIFIEDUNSPECIFIED
Date : April 2017
Identification Number : 10.1016/j.tourman.2016.09.011
Copyright Disclaimer : © 2016. This manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/
Uncontrolled Keywords : Normative appeals, Descriptive norms, Injunctive norms, Benefits, Individual self, Collective self
Depositing User : Symplectic Elements
Date Deposited : 08 Feb 2017 14:45
Last Modified : 17 May 2017 14:26
URI: http://epubs.surrey.ac.uk/id/eprint/813490

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