ACTIONS SPEAK LOUDER THAN WORDS - Publicly visible environmentally sustainable initiatives improve organic destination image

Iana Bilynets, Ljubica Knezevic Cvelbar and Sara Dolnicar
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Sara Dolnicar: The University of Queensland

No vxm29, SocArXiv from Center for Open Science

Abstract: Destination image formation theory postulates that image affects destination choice, but that only induced image can be improved by marketing. Our study shows that this is not the case. We demonstrate how a destination can proactively and deliberately manage the organic image of being environmentally sustainable by redirecting money typically spent on communicating green credentials towards the implementation of publicly visible pro-environmental initiatives. With organic image being a key driver of destination choice, investing in pro-environmental initiatives suddenly becomes a rational marketing investment. This is particularly important given the increasing environmental concern of consumers. The invaluable side-effect of redirecting “green marketing dollars” towards “green action dollars” is the improved environmental performance of the destination

Date: 2020-02-28
New Economics Papers: this item is included in nep-cbe and nep-env
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Persistent link: https://EconPapers.repec.org/RePEc:osf:socarx:vxm29

DOI: 10.31219/osf.io/vxm29

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