Environmental Sustainability on Tourist Hotels’ Image Development

Tsai-Chiao Wang, Jen-Son Cheng, Hsin-Yu Shih, Chia-Liang Tsai, Ta-Wei Tang, Ming-Lang Tseng and Ying-Sheng Yao
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Tsai-Chiao Wang: Institute of Physical Education, Health & Leisure Studies, National Cheng Kung University, Tainan 701, Taiwan
Jen-Son Cheng: Department of Tourism, Leisure and Hospitality Management, National Chi Nan University, Nantou 545, Taiwan
Hsin-Yu Shih: Department of International Business Studies, National Chi Nan University, Nantou 545, Taiwan
Chia-Liang Tsai: Institute of Physical Education, Health & Leisure Studies, National Cheng Kung University, Tainan 701, Taiwan
Ta-Wei Tang: Department of Leisure and Recreation Management, Asia University, Taichung 413, Taiwan
Ming-Lang Tseng: Department of Medical Research, China Medical University Hospital, Taichung 404, Taiwan
Ying-Sheng Yao: Department of International Business Studies, National Chi Nan University, Nantou 545, Taiwan

Sustainability, 2019, vol. 11, issue 8, 1-15

Abstract: Previous studies are lacking that explore the added values of sustainable practices perceived by consumers. To achieve a balanced development of economy and environmental protection, tourist hotels should develop a service differentiation strategy based on the sustainable practices. By examining the environmental characteristics and performing art in marketing images of a tourist hotel that are attractive to customers, this study built on the attention restoration theory and triple-bottom-line perspective, and employed the eye-tracking analysis technique to investigate the effect of image characteristics on customers’ visual attention. Sixty-three individuals participated in the experiment and observed the performing arts images. This study confirmed that, first, a natural image could attract more of customers’ visual attention than a built image. In particular, the coupling of nature and performing arts can get the most visual attention from customers. Second, older adults prefer natural images, but younger adults do not. However, there is no significant difference in the impact of gender on the customer’s visual attention. Those findings imply that tourist hotels should use the marketing image design to highlight the value-added services derived from environmental protection.

Keywords: eye-tracking analysis; natural image; built image; performing art; attention restoration theory; triple bottom line (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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