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Tourists' explicit and implicit attitudes towards conservation messages

I. Putu Gede Sukaatmaja (Udayana University, Bukit Jimbaran, Bali, Indonesia)

International Journal of Sociology and Social Policy

ISSN: 0144-333X

Article publication date: 7 July 2020

Issue publication date: 26 May 2021

220

Abstract

Purpose

The purpose of the paper is to comparatively analyse explicit and implicit attitudes of visitors from sun and beach destinations towards two types of visual conservation messages: persuasive and prohibitive.

Design/methodology/approach

A quantitative empirical investigation of transversal section was carried out using a structured questionnaire. The geographic area of study is located in the Mexican Riviera Maya. The data was collected between the months of September 2016 to January 2017 from a total of 129 actual visitors of 12 different nationalities. Student t tests analyses were conducted to measure difference between explicit and implicit attitudes towards both types of messages.

Findings

Persuasive visual messages of conservation shown to be effective at both, explicit and implicit, levels, while prohibitive ones were less effective than persuasive ones ay implicit level, corroborating that the persuasive messages are more effective than prohibitive ones, and that the implicit measurements tend to offer information that is not always revealed by explicit means.

Practical implications

Results can be exploited by those who are tasked with maintaining a delicate balance between tourism and the environment to achieve greater impact in developing the attitudes they need to show to their tourists, through the design and creation of persuasive conservation, even barrier, visual messages that are able to draw well to the visitors' subconscious and unconscious.

Originality/value

Persuasive visual messages of conservation are produced to be effective at both explicit and implicit levels. However, inhibiting messages prove to be less effective with regard to persuasive messages at the implicit level, which reinforces that persuasive messages are more effective. Effective than the prohibitive ones and that the Implicit measurements offer information that is not always disclosed by explicit means. Persuasive messages aim at persuading and the recipient is not interested on the message. There is a possibility that the recipient will react negatively. Therefore, messages should be prepared using an indirect approach.

Keywords

Acknowledgements

Retraction notice: The publishers of the International Journal of Sociology and Social Policy wish to retract the article Sukaatmaja, I.P.G. (2020), “Tourists’ explicit and implicit attitudes towards conservation messages”, published in the International Journal of Sociology and Social Policy, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJSSP-01-2020-0008.It has come to our attention that the article is believed to be highly similar to an earlier, unattributed and unpublished article by Alejandro Alvarado-Herrera, Brenda Olivares and Irais Cabrera, ‘Tourists’ explicit and implicit attitudes towards conservation messages’ which was submitted to the Social Responsibility Journal on the 2nd October 2019.The journal has been unable to make contact with I. Putu Gede Sukaatmaja and would welcome receiving their account of events.The International Journal of Sociology and Social Policy submission guidelines make it clear that articles must be original and must not infringe any existing copyright. The publishers of the journal sincerely apologise to the readers and the original authors, Alejandro Alvarado-Herrera, Brenda Olivares and Irais Cabrera.Expression of Concern: The publisher of the International Journal of Sociology and Social Policy is issuing an Expression of Concern for the following article Sukaatmaja, I.P.G. (2020), “Tourists’ explicit and implicit attitudes towards conservation messages”, published in the International Journal of Sociology and Social Policy, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJSSP-01-2020-0008, to inform readers that credible concerns have been raised regarding the originality of this paper. An investigation is ongoing and is currently unresolved. Further information will be provided by the International Journal of Sociology and Social Policy as it becomes available.

Citation

Sukaatmaja, I.P.G. (2021), "Tourists' explicit and implicit attitudes towards conservation messages", International Journal of Sociology and Social Policy, Vol. 41 No. 5/6, pp. 643-656. https://doi.org/10.1108/IJSSP-01-2020-0008

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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