 The power of persuasive communication to influence sustainable holiday choices: Appealing to self-benefits and normsGerben Hardeman, Xavier Font and Jeroen Nawijn Tourism Management, 2017, vol. 59, issue C, 484-493 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. Keywords: Normative appeals; Descriptive norms; Injunctive norms; Benefits; Individual self; Collective self (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:touman:v:59:y:2017:i:c:p:484-493 DOI: 10.1016/j.tourman.2016.09.011 Access Statistics for this article Tourism Management is currently edited by Chris Ryan More articles in Tourism Management from Elsevier |
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