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Intention to book a sustainable hotel - application and extension of the Theory of Planned Behaviour

Applicant Wirth Werner
Number 149646
Funding scheme Project funding
Research institution Institut für Kommunikationswissenschaft und Medienforschung (IKMZ) Universität Zürich
Institution of higher education University of Zurich - ZH
Main discipline Science of management
Start/End 01.09.2014 - 31.12.2017
Approved amount 319'485.00
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All Disciplines (2)

Discipline
Science of management
Communication sciences

Keywords (6)

Nachhaltigkeit; Konsum; Überzeugung; Vertrauen; Hotel; Marketing

Lay Summary (German)

Lead
Im Projekt steht die kommunikative Vermittlung von Nachhaltigkeit im Tourismus im Mittelpunkt. Konkret wird im Rahmen der prosozialen Kommunikationsforschung untersucht, wie das entsprechende Buchungsverhalten von Kunden aus dem Massentourismusmarkt beeinflusst wird und so nachhaltiger Hoteltourismus gefördert werden kann. Im Fokus stehen dabei Marketing- und Kommunikationsbotschaften insbesondere für solche Kunden, die gegenüber nachhaltigen Konsumgütern noch nicht affin sind.
Lay summary

Das Ziel des Projektes ist herauszufinden, wie die Buchungsabsichten für nachhaltige Hotels durch überzeugende Marketingkommunikation positiv beeinflusst werden können. Im Projekt wird im Speziellen darauf geachtet, wie die Wahrnehmung in Bezug auf den subjektiven Nutzen der Buchung, die antizipierten positiven Emotionen des Aufenthalts und das Vertrauen in die Marketingmitteilungen die Buchungsabsicht beeinflussen. Im Projekt werden sowohl qualitative wie quantitative empirische Ansätze in den Tourismusmärkten Schweiz, Deutschland und USA angewendet, um die Resultate schliesslich zwischen den Ländern zu vergleichen.

 Als praxisrelevantes Resultat der Forschung wird erwartet, dass die effektivsten Marketing-und Kommunikations-Botschaften für die Hotel-, aber auch die breitere Tourismusbranche aufgezeigt werden können. Dies ist von hoher Relevanz, weil es trotz des immer grösser werdenden Angebots an nachhaltigen Hotels schwierig bleibt, diese Produkte im Massenmarkt erfolgreich zu verkaufen. Wissenschaftliche Forschung in Bezug auf diese Herausforderung ist nur begrenzt vorhanden, und so bleibt es eine offene Frage, wie die Konsumenten zu einem nachhaltigeren Verhalten im Tourismus bewegt werden können, und im Speziellen zur Buchung von nachhaltigen Hotels. Die Ergebnisse des Projekts werden nicht nur ein vertieftes wissenschaftliches Verständnis darüber ermöglichen, wie die Kunden überzeugt werden können nachhaltige Hotels zu buchen, da die Resultate auch auf den breiteren Tourismusmarkt übertragen werden können. 

 Im Projekt sollen konkrete Vorschläge über die optimale Gestaltung von Marketing-Botschaften von nachhaltigen Hotels erarbeitet werden, welche mit der höchsten Wahrscheinlichkeit zu positiven Emotionen, und damit zu einer positiven Kaufabsicht führen. Ebenso wird aufgezeigt werden, wie Marketing-Botschaften ausgestaltet sein sollten, damit das Vertrauen der Kunden in den Nutzen der Nachhaltigkeit des Produkts verbessert werden kann. 

Direct link to Lay Summary Last update: 13.06.2014

Responsible applicant and co-applicants

Employees

Publications

Publication
The mediating role of perceived benefits on intentions to book a sustainable hotel: a multi-group comparison of the Swiss, German and USA travel markets
Ponnapureddy Sindhuri, Priskin Julianna, Vinzenz Friederike, Wirth Werner, Ohnmacht Timo (2020), The mediating role of perceived benefits on intentions to book a sustainable hotel: a multi-group comparison of the Swiss, German and USA travel markets, in Journal of Sustainable Tourism, 28(9), 1290-1309.
Marketing sustainable tourism: the role of value orientation, well-being and credibility
Vinzenz Friederike, Priskin Julianna, Wirth Werner, Ponnapureddy Sindhuri, Ohnmacht Timo (2019), Marketing sustainable tourism: the role of value orientation, well-being and credibility, in Journal of Sustainable Tourism, 27(11), 1663-1685.
The added value of rating pictograms for sustainable hotels in classified ads
Vinzenz Friederike (2019), The added value of rating pictograms for sustainable hotels in classified ads, in Tourism Management Perspectives, 29, 56-65.
Vermarktung nachhaltiger Hotelangebote. Die Bedeutung des kommunizierten emotionalen Mehrwertes unter unsicheren Bedingungen
VinzenzFriederike (2019), Vermarktung nachhaltiger Hotelangebote. Die Bedeutung des kommunizierten emotionalen Mehrwertes unter unsicheren Bedingungen, Universität Zürich, Zürich.
Chapter 3: Perceived Social–Environmental and Emotional Well-Being as a Benefit of Sustainable Tourism Products and Services
Vinzenz Friederike, Wirth Werner, Priskin Julianna, Ponnapureddy Sindhuri, Ohnmacht Timo (2018), Chapter 3: Perceived Social–Environmental and Emotional Well-Being as a Benefit of Sustainable Tourism Products and Services, in Stettler Jürg, Ohnmacht Timo, Priskin Julianna (ed.), Emerald Publishing Limited, Bingley, 49-65.
The Effect of Consumer Scepticism on the Perceived Value of a Sustainable Hotel Booking
Ponnapureddy S. Priskin J. Ohnmacht T. Vinzenz F. & Wirth W. (2017), The Effect of Consumer Scepticism on the Perceived Value of a Sustainable Hotel Booking, in Journal of Tourism and Hospitality, 6(5), 312-319.
The influence of trust perceptions on German tourists’ intention to book a sustainable hotel: a new approach to analysing marketing information
Ponnapureddy S. Priskin J. Ohnmacht T. Vinzenz F. & Wirth W. (2017), The influence of trust perceptions on German tourists’ intention to book a sustainable hotel: a new approach to analysing marketing information, in Journal of Sustainable Tourism, 25(7), 970-988.
The Effect of Consumer Scepticism on the Perceived Value of a Sustainable Hotel Booking
Sindhuri Ponnapureddy, Julianna Priskin, Timo Ohnmacht, Friederike Vinzenz, Werner Wirth (2017), The Effect of Consumer Scepticism on the Perceived Value of a Sustainable Hotel Booking, in Journal of Tourism & Hospitality, 06(05), 1-7.
The influence of trust perceptions on German tourists’ intention to book a sustainable hotel: a new approach to analysing marketing information
Ponnapureddy Sindhuri, Priskin Julianna, Ohnmacht Timo, Vinzenz Friederike, Wirth Werner (2016), The influence of trust perceptions on German tourists’ intention to book a sustainable hotel: a new approach to analysing marketing information, in Journal of Sustainable Tourism, 25(7), 970-988.

Scientific events

Active participation

Title Type of contribution Title of article or contribution Date Place Persons involved
The Internationel Conference on Tourism and Business (ICTB). Session: Sustainability & Consumer behaviour Talk given at a conference Perceived Social–Environmental and Emotional Well-Being as a Benefit of Sustainable Tourism Products and Services 31.08.2017 Lucern, Switzerland Ponnapureddy Sindhuri; Vinzenz Friederike;
Academy of Marketing (AM). Freedom Through Marketing: Looking Back, Going Forward Talk given at a conference The effect of skepticism on the perceived value of a sustainable hotel and booking intention 04.07.2017 Hull, Great Britain and Northern Ireland Ponnapureddy Sindhuri;
Annual Conference of the International Communication Association (ICA). Preconference: Strategic Environmental Communication and Exploration of Research in Crisis, Risk and Disaster. Talk given at a conference Marketing Sustainable Tourism: the Role of Communication, Wellbeing, and Value Orientation to Influence Consumer Attitudes 25.05.2017 San Diego, United States of America Vinzenz Friederike;
Mediaplanung und Zielgruppenforschung: Ansätze, Modelle, Zukunft. 3. Tagung der Fachgruppe Werbekommunikation der Deutschen Gesellschaft für Publizistik- und Kommunikationswissenschaft Talk given at a conference Kommunizierter und wahrgenommener Nutzen von nachhaltigem Konsumentenverhalten. Die Bedeutung von selbstbezogenem und altruistischem Wohlbefinden. 16.11.2016 Münster, Germany Vinzenz Friederike;


Awards

Title Year
Emerald Literati Award for an Outstanding Author Contribution for the chapter “Perceived Social–Environmental and Emotional Well-Being as a Benefit of Sustainable Tourism Products and Services”. 2019
Best PhD Student Paper (Vinzenz, F., Wirth, W., Priskin, J., Ponnapureddy, S., & Ohnmacht, T. (2017). Perceived Social–Environmental and Emotional Well-Being as a Benefit of Sustainable Tourism Products and Services) 2017

Abstract

The project comprises two phases and follows a level-, structure-, and a comparative-oriented approach by focussing on the demand side of tourism in relation to sustainable hotel booking intentions using an extended model of Ajzen’s Theory of Planned Behaviour. In the first phase, the project aims to determine the structure of the relationship amongst a range of independent variables and the target behaviour intention to book a sustainable hotel. Here, the aim is to enhance the power of explanation (portion of variance) of the intention to book sustainable hotels and to compare the structure between different countries (structure-oriented comparative approach, most similar systems design). An online survey will be administered to 1000 residents in Switzerland, Germany and in the USA. The project will compare the structural relationships between the independent variables and booking intentions in these three target markets, proposing structural similarity. Survey results will be compiled for standard empirical analysis, including segmentations, regressions and multi-group Structural Equation Modelling (SEM). The most important sustainability benefit attributes to influence desire and intention to book will be used in the second phase of the project. In the second phase, the aim is to evaluate how differently formulated messages about sustainable hotel benefits could influence tourists’ booking intentions by exploring how to advance the intention to book sustainable hotels using a level-oriented approach. A scope will be placed on “standard amenity” benefits versus “sustainability benefits” and on affective aspects, such as anticipated emotion and trust. An online experiment will be conducted to compare the persuasive effects of different message types to communicate sustainable hotel characteristics that are emotion, trust and benefit based. The experiments will be administered to 800 residents per country in Switzerland, Germany and USA. Project results are expected to provide two innovative contributions. (1) The outcomes will clarify understanding about how message design in advertising relates to the emotional parts of purchase intentions and general decision-making in relation to beliefs about the target behaviour of booking a sustainable hotel. The study is expected to show that intention to book a sustainable hotel can be influenced by unconventional marketing and communication messages, which are emotion-triggering and relate to specific of sustainable hotel benefit attributes (that make people feel good about their booking and therefore more likely to desire it and engage in it). This will provide an insight about what tourists really value in sustainable hotels, and how these translate into booking intentions. (2) The second innovative aspect of the project is its contribution to current theoretical gaps and practical challenges about how to reach low to high sustainability affine consumers by marketing sustainable hotels to them using message design that aims for high trust levels and positive anticipated emotions. This will help understand how to best influence decision-making related to sustainable hotels, and validate the applicability of the TPB model across different tourist markets. The practical outcome of the research is expected to be highly useful, because it will show the most relevant and effective marketing and communication messages according to sustainability attributes that can be used to target new tourist markets, which can help the sector reach potential new clients, especially from the mass segments which are otherwise low-sustainability affine. This will help expand the demand for sustainable tourism products.
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