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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
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    References listed on IDEAS

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    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.

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