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Environmental Sustainability on Tourist Hotels’ Image Development

Author

Listed:
  • 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
    Department of Medical Research, China Medical University Hospital, Taichung 404, Taiwan)

  • Ming-Lang Tseng

    (Department of Medical Research, China Medical University Hospital, Taichung 404, Taiwan
    Institute of Innovation and Circular Economy, Asia University, Taichung 413, Taiwan)

  • Ying-Sheng Yao

    (Department of International Business Studies, National Chi Nan University, Nantou 545, Taiwan)

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.

Suggested Citation

  • Tsai-Chiao Wang & Jen-Son Cheng & Hsin-Yu Shih & Chia-Liang Tsai & Ta-Wei Tang & Ming-Lang Tseng & Ying-Sheng Yao, 2019. "Environmental Sustainability on Tourist Hotels’ Image Development," Sustainability, MDPI, vol. 11(8), pages 1-15, April.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:8:p:2378-:d:224855
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    References listed on IDEAS

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    1. Atalay , Selin & Onur Bodur , H. & Rasolofoarison , Dina, 2012. "Shining in the Center: Central Gaze Cascade Effect on Product Choice," HEC Research Papers Series 978, HEC Paris.
    2. Tsai Chiao Wang & Chia Liang Tsai & Ta Wei Tang, 2018. "Exploring Advertising Effectiveness of Tourist Hotels’ Marketing Images Containing Nature and Performing Arts: An Eye-Tracking Analysis," Sustainability, MDPI, vol. 10(9), pages 1-13, August.
    3. Selin Atalay & H. Onur Bodur & Dina Rasolofoarison, 2012. "Shining in the Center: Central Gaze Cascade Effect on Product Choice," Post-Print hal-00758534, HAL.
    4. A. Selin Atalay & H. Onur Bodur & Dina Rasolofoarison, 2012. "Shining in the Center: Central Gaze Cascade Effect on Product Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(4), pages 848-866.
    5. Hassini, Elkafi & Surti, Chirag & Searcy, Cory, 2012. "A literature review and a case study of sustainable supply chains with a focus on metrics," International Journal of Production Economics, Elsevier, vol. 140(1), pages 69-82.
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    Cited by:

    1. Abdullah Isam Qubbaj & Angel Peiró-Signes & Mohammad Najjar, 2023. "The Effect of Green Certificates on the Purchasing Decisions of Online Customers in Green Hotels: A Case Study from Saudi Arabia," Sustainability, MDPI, vol. 15(7), pages 1-15, March.
    2. Jongsik Yu & Junghyun Park & Kyeongheum Lee & Heesup Han, 2021. "Can Environmentally Sustainable Development and Green Innovation of Hotels Trigger the Formation of a Positive Brand and Price Premium?," IJERPH, MDPI, vol. 18(6), pages 1-14, March.
    3. Klaudia Przybysz & Agnieszka Stanimir, 2022. "Tourism-Related Needs in the Context of Seniors’ Living and Social Conditions," IJERPH, MDPI, vol. 19(22), pages 1-20, November.

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