The role of message strategies in promoting eco-friendly accommodations

Johanna Zanon · Karin Teichmann

29 citations0/0 files storedInternational Journal of Culture Tourism and Hospitality Research

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Environmental Sustainability in Business Diverse Aspects of Tourism Research Digital Marketing and Social Media

Abstract

Purpose This paper aims to examine how different levels of message appeals, message sources and social norms influence the purchase (i.e. booking) intention of eco-accommodations. Design/methodology/approach The proposed hypothesis was tested using a 2 (message appeal; rational vs emotional) × 2 (message source; expert vs blogger) × 2 (social norm; injunctive vs descriptive) between-subject experimental online design. Findings Advertising appeals and social norms are major predictors of eco-accommodation’s ad effectiveness and message appeals, sources and social norms, and their classifications interrelate with each other. The highest intention to purchase an eco-accommodation was found for a promotional message, which is sent by an expert, expresses a rational appeal and includes a descriptive social norm. Perceived emotional value in contrast was increased with a blogger statement including an emotional appeal and an injunctive social norm. Research limitations/implications The used experiment only focused on one product, namely, eco-friendly accommodations. The impacts of different message contents might vary as a function of the promoted product. Practical implications To develop persuasive messages which combine all three message contents, experts should craft messages with rational characteristics and address a descriptive social norm. Originality/value Although consumers show a desire to buy eco-friendly tourism products, it seems that supply actually overweighs demand. As research in the field of eco-accommodations is still limited, this study examines the role of different combined promotional message contents to further clarify the apparent gap in green consumption.

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References

1991The theory of planned behavior 2001Consumer perceived value: The development of a multiple item scale 1990Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness 1951The Influence of Source Credibility on Communication Effectiveness 2009Application of the Theory of Planned Behavior to green hotel choice: Testing the effect of environmental friendly activities 2004The influence of online product recommendations on consumers’ online choices 2012Enhance green purchase intentions 2013Seeing the world through GREEN‐tinted glasses: Green consumption values and responses to environmentally friendly products

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2023Unveiling the Untapped Potential of Green Consumption in Tourism

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