The role of message strategies in promoting eco-friendly accommodations

Abstract

Purpose

This paper aims to examine how different levels of message appeals, message sources and social norms influence the purchase (i.e. booking) intention of eco-accommodations.

Design/methodology/approach

The proposed hypothesis was tested using a 2 (message appeal; rational vs emotional) × 2 (message source; expert vs blogger) × 2 (social norm; injunctive vs descriptive) between-subject experimental online design.

Findings

Advertising appeals and social norms are major predictors of eco-accommodation’s ad effectiveness and message appeals, sources and social norms, and their classifications interrelate with each other. The highest intention to purchase an eco-accommodation was found for a promotional message, which is sent by an expert, expresses a rational appeal and includes a descriptive social norm. Perceived emotional value in contrast was increased with a blogger statement including an emotional appeal and an injunctive social norm.

Research limitations/implications

The used experiment only focused on one product, namely, eco-friendly accommodations. The impacts of different message contents might vary as a function of the promoted product.

Practical implications

To develop persuasive messages which combine all three message contents, experts should craft messages with rational characteristics and address a descriptive social norm.

Originality/value

Although consumers show a desire to buy eco-friendly tourism products, it seems that supply actually overweighs demand. As research in the field of eco-accommodations is still limited, this study examines the role of different combined promotional message contents to further clarify the apparent gap in green consumption.

Citation

Zanon, J. and Teichmann, K. (2016), "The role of message strategies in promoting eco-friendly accommodations", International Journal of Culture, Tourism and Hospitality Research, Vol. 10 No. 4, pp. 410-423. https://doi.org/10.1108/IJCTHR-07-2016-0067