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How to communicate sustainable tourism products to customers: results from a choice experiment

Author

Listed:
  • Roger Wehrli
  • Julianna Priskin
  • Sascha Demarmels
  • Dorothea Schaffner
  • Jürg Schwarz
  • Fred Truniger
  • Jürg Stettler

Abstract

This multiphase and empirical study explores the best communication style for reaching different international tourism markets and provides an understanding of how purchase decisions could be better influenced in travel brochures. A pre-test experiment evaluated the perceived emotionality and rationality of communication elements in a fictional travel brochure designed for a typical beach holiday but managed according to sustainability principles. In phase two, a choice experiment was conducted to test how Swiss, German, British and US travellers could be influenced by varying visual and textual communication elements in the fictional brochure (based on Mexico for US respondents and Menorca for all others). The choice experiment produced 3006 responses from an online survey in the four countries. Results confirm a general preference for emotionally laden communication styles for sustainable tourism products, while respondents were indifferent to the emotionality of standard product feature communications. Respondents did not show a preference for the inclusion of a graph explaining the product's sustainability attributes.

Suggested Citation

  • Roger Wehrli & Julianna Priskin & Sascha Demarmels & Dorothea Schaffner & Jürg Schwarz & Fred Truniger & Jürg Stettler, 2017. "How to communicate sustainable tourism products to customers: results from a choice experiment," Current Issues in Tourism, Taylor & Francis Journals, vol. 20(13), pages 1375-1394, October.
    • Handle: RePEc:taf:rcitxx:v:20:y:2017:i:13:p:1375-1394
    DOI: 10.1080/13683500.2014.987732
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    Cited by:

    1. Biqiang Liu & Anna Kralj & Brent Moyle & Yaoqi Li, 2024. "Developing 360-degree stimuli for virtual tourism research: a five-step mixed measures procedure," Information Technology & Tourism, Springer, vol. 26(3), pages 485-519, September.

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