Abstract
Despite consumers declared interest, bookings of sustainable tourism products remain low. The key to bringing together supply and demand of tour-operator products is effective sustainability communication. Therefore, the aim of this study is to analyse the role of sustainability communication in the attitude–behaviour gap; little is known of theoretically and empirically. Semi-structured interviews were conducted in an ex-post investigation with customers of certified tour-operators. The participants neither perceive, recognise nor comprehend the sustainability characteristics of the products. To analyse the reasons, we use the value–belief–norm theory to depict how and why these customers process sustainability messages. The driving and impeding factors of successful sustainability communication are derived, and ways to improve the uptake of sustainability information are developed.
| Original language | English |
|---|---|
| Journal | Tourism and Hospitality Research |
| Volume | 20 |
| Issue number | 1 |
| Pages (from-to) | 117-128 |
| Number of pages | 12 |
| ISSN | 1467-3584 |
| DOIs | |
| Publication status | Published - 01.01.2020 |
| Externally published | Yes |
Bibliographical note
Publisher Copyright:© The Author(s) 2018.
UN SDGs
This output contributes to the following UN Sustainable Development Goals (SDGs)
-
SDG 8 Decent Work and Economic Growth -
SDG 12 Responsible Consumption and Production
Research areas and keywords
- Attitude–behaviour gap
- sustainability communication
- sustainable tourism
- tour-operators
- value–belief–norm theory
- Tourism studies
ASJC Scopus Subject Areas
- Geography, Planning and Development
- Tourism, Leisure and Hospitality Management
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