IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v11y2019i3p865-d204118.html
   My bibliography  Save this article

A Study of Consumers’ Intentions to Participate in Responsible Tourism Using Message Framing and Appeals

Author

Listed:
  • Ahyoung Yoon

    (Department of Tourism Management, Kyung Hee University, Seoul 02447, Korea)

  • Daeyoung Jeong

    (Division of Environmental Science & Ecological Engineering, Korea University, Seoul 02841, Korea)

  • Jinhyung Chon

    (Division of Environmental Science & Ecological Engineering, Korea University, Seoul 02841, Korea)

  • Ji-Hwan Yoon

    (Department of Tourism Management, Kyung Hee University, Seoul 02447, Korea)

Abstract

Since responsible tourism (RT) emerged as a critical issue in the tourism literature in the early 2000s, the challenge has been how to encourage consumers to practice RT. In this context, the goal of this study is to examine effective ways to promote individuals’ RT behavior using message framing and appeals. The present study used campaign advertisements as a stimulus and employed a 2 × 2 factorial design ((message framing: gain framing vs. loss faming) × (appeal: rational appeal vs. emotional appeal)) in the experiment. In addition, the study investigated the moderating impact of involvement on people’s attitude towards advertising and intention to participate in RT. Independent-sample t -tests and a two-way analysis of variance were used to verify the hypotheses. The results of the study revealed that gain-framed messages had a greater influence on individuals’ attitude towards the advertisement and their intention to participate in RT than loss-framed messages in the low-involvement group. Furthermore, rational and emotional appeals had a greater influence on people’s attitude towards the advertisement in the high- and low-involvement groups, respectively.

Suggested Citation

  • Ahyoung Yoon & Daeyoung Jeong & Jinhyung Chon & Ji-Hwan Yoon, 2019. "A Study of Consumers’ Intentions to Participate in Responsible Tourism Using Message Framing and Appeals," Sustainability, MDPI, vol. 11(3), pages 1-14, February.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:3:p:865-:d:204118
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/11/3/865/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/11/3/865/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Hultman, Magnus & Kazeminia, Azadeh & Ghasemi, Vahid, 2015. "Intention to visit and willingness to pay premium for ecotourism: The impact of attitude, materialism, and motivation," Journal of Business Research, Elsevier, vol. 68(9), pages 1854-1861.
    2. Frey, Nicole & George, Richard, 2010. "Responsible tourism management: The missing link between business owners' attitudes and behaviour in the Cape Town tourism industry," Tourism Management, Elsevier, vol. 31(5), pages 621-628.
    3. Geuens, Maggie & De Pelsmacker, Patrick & Faseur, Tine, 2011. "Emotional advertising: Revisiting the role of product category," Journal of Business Research, Elsevier, vol. 64(4), pages 418-426, April.
    4. Tversky, Amos & Kahneman, Daniel, 1992. "Advances in Prospect Theory: Cumulative Representation of Uncertainty," Journal of Risk and Uncertainty, Springer, vol. 5(4), pages 297-323, October.
    5. Lee, Hae Young & Bonn, Mark A. & Reid, Earl L. & Kim, Woo Gon, 2017. "Differences in tourist ethical judgment and responsible tourism intention: An ethical scenario approach," Tourism Management, Elsevier, vol. 60(C), pages 298-307.
    6. Zaichkowsky, Judith Lynne, 1985. "Measuring the Involvement Construct," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(3), pages 341-352, December.
    7. Yun Eui Choi & Minsun Doh & Samuel Park & Jinhyung Chon, 2017. "Transformation Planning of Ecotourism Systems to Invigorate Responsible Tourism," Sustainability, MDPI, vol. 9(12), pages 1-24, December.
    8. Ganzach, Yoav & Karsahi, Nili, 1995. "Message framing and buying behavior: A field experiment," Journal of Business Research, Elsevier, vol. 32(1), pages 11-17, January.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Alina Simona Tecău & Gabriel Brătucu & Bianca Tescașiu & Ioana Bianca Chițu & Cristinel Petrișor Constantin & Diana Foris, 2019. "Responsible Tourism—Integrating Families with Disabled Children in Tourist Destinations," Sustainability, MDPI, vol. 11(16), pages 1-18, August.
    2. Lisbeth Weitensfelder & Karen Heesch & Elisabeth Arnold & Martin Schwarz & Kathrin Lemmerer & Hans-Peter Hutter, 2023. "Areas of Individual Consumption Reduction: A Focus on Implemented Restrictions and Willingness for Further Cut-Backs," Sustainability, MDPI, vol. 15(6), pages 1-21, March.
    3. Roman Švec & Stanislav Martinát & Kamil Pícha & Petr Klusáček & Jaroslav Knotek & Justin Calvin Schaefer & Monika Březinová & Josef Navrátil, 2021. "What drives visitors to tourist sites to choose “green” accommodation facilities?," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(10), pages 15074-15099, October.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Álvaro Dias & Inês Aldana & Leandro Pereira & Renato Lopes da Costa & Nelson António, 2021. "A Measure of Tourist Responsibility," Sustainability, MDPI, vol. 13(6), pages 1-20, March.
    2. Elbæk, Christian T. & Lystbæk, Martin Nørhede & Mitkidis, Panagiotis, 2022. "On the psychology of bonuses: The effects of loss aversion and Yerkes-Dodson law on performance in cognitively and mechanically demanding tasks," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 98(C).
    3. Kuhberger, Anton, 1998. "The Influence of Framing on Risky Decisions: A Meta-analysis," Organizational Behavior and Human Decision Processes, Elsevier, vol. 75(1), pages 23-55, July.
    4. Hallsworth, Michael & List, John A. & Metcalfe, Robert D. & Vlaev, Ivo, 2017. "The behavioralist as tax collector: Using natural field experiments to enhance tax compliance," Journal of Public Economics, Elsevier, vol. 148(C), pages 14-31.
    5. Xiaocheng Vicky Zhang & Suk Ha Grace Chan, 2021. "Do Knowledge and Experience Value Affect Green Tourism Activity Participation and Buying Decision? A Case Study of Natural Dyeing Experience in China," Sustainability, MDPI, vol. 13(15), pages 1-18, July.
    6. Kuhberger, Anton & Schulte-Mecklenbeck, Michael & Perner, Josef, 1999. "The Effects of Framing, Reflection, Probability, and Payoff on Risk Preference in Choice Tasks, ," Organizational Behavior and Human Decision Processes, Elsevier, vol. 78(3), pages 204-231, June.
    7. Matia Torbarina & Lara Jelenc & Ivana Brkljačić, 2020. "Increasing Consumer Engagement on Social Networks: Social Media Influencer’s Followers ‘Like’ to See a Face in a Post," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 32(SI), pages 67-81.
    8. Michal Krawczyk, 2011. "To answer or not to answer? A field test of loss aversion," Framed Field Experiments 00695, The Field Experiments Website.
    9. Heribert Gierl & Hans Höser, 2002. "Der Reihenfolgeeffekt auf Präferenzen," Schmalenbach Journal of Business Research, Springer, vol. 54(1), pages 3-18, February.
    10. Angshuman Ghosh & Sanjeev Varshney & Pingali Venugopal, 2014. "Social Media WOM: Definition, Consequences and Inter-relationships," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 39(3), pages 293-308, August.
    11. Tomoki Fujii & Christine Ho & Rohan Ray & Abu S. Shonchoy, 2021. "Conditional Cash Transfer, Loss Framing, and SMS Nudges: Evidence from a Randomized Field Experiment in Bangladesh," Working Papers 2109, Florida International University, Department of Economics.
    12. Neyse, Levent & Vieider, Ferdinand M. & Ring, Patrick & Probst, Catharina & Kaernbach, Christian & Eimeren, Thilo van & Schmidt, Ulrich, 2020. "Risk attitudes and digit ratio (2D:4D): Evidence from prospect theory," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, issue 60, pages 29-51.
    13. Michał Krawczyk, 2012. "To answer or not to answer? A field test of loss aversion," Ekonomia journal, Faculty of Economic Sciences, University of Warsaw, vol. 29.
    14. Aymerich Jiménez, Marta, 2018. "Do we need or we want to share? The Role of Non Profit Sharing platforms," Working Papers 2072/351584, Universitat Rovira i Virgili, Department of Economics.
    15. Sahar Mohamadi & Abbas Abbasi & Habib-Allah Ranaei Kordshouli & Kazem Askarifar, 2022. "Conceptualizing sustainable–responsible tourism indicators: an interpretive structural modeling approach," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 24(1), pages 399-425, January.
    16. Kumju Hwang & Jieun Lee, 2018. "Antecedents and Consequences of Ecotourism Behavior: Independent and Interdependent Self-Construals, Ecological Belief, Willingness to Pay for Ecotourism Services and Satisfaction with Life," Sustainability, MDPI, vol. 10(3), pages 1-18, March.
    17. Platteau, Jean-Philippe & De Bock, Ombeline & Gelade, Wouter, 2017. "The Demand for Microinsurance: A Literature Review," World Development, Elsevier, vol. 94(C), pages 139-156.
    18. Inwon Kang & Deokhee Cheon & Matthew Shin, 2011. "Advertising strategy for outbound travel services," Service Business, Springer;Pan-Pacific Business Association, vol. 5(4), pages 361-380, December.
    19. Oliver Linton & Esfandiar Maasoumi & Yoon-Jae Wang, 2002. "Consistent testing for stochastic dominance: a subsampling approach," CeMMAP working papers 03/02, Institute for Fiscal Studies.
    20. van den Bergh, J.C.J.M. & Botzen, W.J.W., 2015. "Monetary valuation of the social cost of CO2 emissions: A critical survey," Ecological Economics, Elsevier, vol. 114(C), pages 33-46.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:11:y:2019:i:3:p:865-:d:204118. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.