Can publicly visible pro-environmental initiatives improve the organic environmental image of destinations?
| Autor: | Ljubica Knezevic Cvelbar, Sara Dolnicar, Iana Bilynets |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2021 |
| Předmět: |
turizem
SocArXiv|Social and Behavioral Sciences|Leisure Studies bepress|Social and Behavioral Sciences|Communication|Public Relations and Advertising Geography Planning and Development bepress|Social and Behavioral Sciences|Urban Studies and Planning bepress|Social and Behavioral Sciences|Leisure Studies bepress|Social and Behavioral Sciences|Communication pro-environmental initiatives Destinations Destination image Image (mathematics) 0502 economics and business bepress|Social and Behavioral Sciences|Environmental Studies SocArXiv|Social and Behavioral Sciences|Communication Marketing environmental sustainability SocArXiv|Social and Behavioral Sciences|Communication|Public Relations and Advertising environmental image environmental protection organic image SocArXiv|Social and Behavioral Sciences|Urban Studies and Planning Sustainable development sustainable development udc:338.48 05 social sciences ComputerSystemsOrganization_COMPUTER-COMMUNICATIONNETWORKS Environmental economics Investment (macroeconomics) SocArXiv|Social and Behavioral Sciences|Environmental Studies varstvo okolja Green marketing Action (philosophy) Tourism Leisure and Hospitality Management positioning Sustainability trajnostni razvoj bepress|Social and Behavioral Sciences Key (cryptography) tourism 050211 marketing SocArXiv|Social and Behavioral Sciences Business 050212 sport leisure & tourism Tourism destination image |
| Zdroj: | Journal of sustainable tourism, vol. 31, no. 1, 2023. |
| ISSN: | 0966-9582 |
| Popis: | Destination image formation theory postulates that the way tourists perceive a destination - the destination's image - affects tourists' destination choice. Organic destination image - which develops naturally, without an active effort by anyone to shape destination image - is more powerful than destination image induced through marketing because tourists are sceptical about the information conveyed to them through marketing communication channels. Theory predicts that destinations cannot control organic image. We challenge this assumption by hypothesizing that visible environmental initiatives at the destination are positively associated with the organic destination image of being environmentally sustainable. Results indicate that destinations may indeed be able to proactively and deliberately manage their organic image. Tourists who notice pro-environmental initiatives at the destination and pay attention to them perceive the destination as more environmentally friendly and sustainable when they depart. With organic image being a key driver of destination choice, implementation of pro-environmental initiatives 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, which contributes to the United Nations Sustainable Development Goals. |
| Databáze: | OpenAIRE |
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