IDEAS home Printed from https://ideas.repec.org/a/taf/rcitxx/v20y2017i13p1375-1394.html
   My bibliography  Save this article

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
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/13683500.2014.987732
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/13683500.2014.987732?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    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:taf:rcitxx:v:20:y:2017:i:13:p:1375-1394. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/rcit .

    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.