Do Sustainability-experienced Travellers
Prefer A More Rational Communication Of
The Sustainability Of A Tourism Product?
Author(s)
R. Wehrli, J. Priskin, D. Schaffner, J. Schwarz & J. Stettler
Abstract
This study empirically examines, in four countries, which communication style
(emotional or rational) is most appropriate for addressing sustainabilityexperienced
travellers. There are only small differences compared to the average
tourist. Rational communication elements, which explain the sustainability of the
product, become more important for this specific customer group. However,
most emotional communication elements are still more important in most
countries, indicating that experienced tourists also process sustainability
information in a heuristic way.
Keywords
sustainable tourism, communication, marketing, empirical survey,
choice experiment, conjoint, experience.
Related Book
Other papers in this volume
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