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Mainstreaming sustainable tourism with User-Centred Design

Font, X., English, R. and Gkritzali, A. (2018) Mainstreaming sustainable tourism with User-Centred Design Journal of Sustainable Tourism, 26 (10). pp. 1651-1667.

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Abstract

Efforts to design and communicate sustainable tourism products have been based on the premise of explicit market demand for sustainability. This study tests whether it is possible to design mainstream sustainable tourism products that circumvent customer scrutiny of their sustainability features, by making sustainability implicit (as part of quality product design) and communicating hedonistic benefits instead. This is akin to using the peripheral route of communication, as explained in the Elaboration Likelihood Model, as the central route emphasises the consumer-driven message of overall quality of experience; the approach lessens the need for customers to be conscious of the sustainability consequences of their actions. The methodology proposed to achieve this is User-Centred Design (UCD), which places insights into customer needs, values and demands at the heart of new product design. We designed sustainable tourist activities using UCD and then appraised customer demand for them. Although this may seem counterintuitive, the results show that it can be more effective than traditional methods in mainstreaming sustainable activities, through choice-editing of unsustainable ones and normalising the appearance and communication of sustainability, provided a focus on sustainability is maintained by the product provider.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > School of Hospitality and Tourism Management
Authors :
NameEmailORCID
Font, X.x.font@surrey.ac.uk
English, R.
Gkritzali, A.a.gkritzali@surrey.ac.uk
Date : 25 September 2018
DOI : 10.1080/09669582.2018.1491981
Copyright Disclaimer : © 2018 Taylor & Francis. This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Sustainable Tourism on 25/09/2018, available online: https://doi.org/10.1080/09669582.2018.1491981
Uncontrolled Keywords : Sustainability; Marketing; Consumer needs; Elaboration likelihood model; User-Centred Design
Depositing User : Clive Harris
Date Deposited : 13 Sep 2018 12:55
Last Modified : 05 Sep 2019 10:36
URI: http://epubs.surrey.ac.uk/id/eprint/849281

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