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ACTIONS SPEAK LOUDER THAN WORDS - Publicly visible environmentally sustainable initiatives improve organic destination image

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  • Bilynets, Iana
  • Cvelbar, Ljubica Knezevic
  • Dolnicar, Sara

    (The University of Queensland)

Abstract

Destination image formation theory postulates that image affects destination choice, but that only induced image can be improved by marketing. Our study shows that this is not the case. We demonstrate how a destination can proactively and deliberately manage the organic image of being environmentally sustainable by redirecting money typically spent on communicating green credentials towards the implementation of publicly visible pro-environmental initiatives. With organic image being a key driver of destination choice, investing in pro-environmental initiatives suddenly becomes a rational marketing investment. This is particularly important given the increasing environmental concern of consumers. The invaluable side-effect of redirecting “green marketing dollars” towards “green action dollars” is the improved environmental performance of the destination

Suggested Citation

  • Bilynets, Iana & Cvelbar, Ljubica Knezevic & Dolnicar, Sara, 2020. "ACTIONS SPEAK LOUDER THAN WORDS - Publicly visible environmentally sustainable initiatives improve organic destination image," SocArXiv vxm29, Center for Open Science.
    • Handle: RePEc:osf:socarx:vxm29
    DOI: 10.31219/osf.io/vxm29
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