The influence of trust perceptions on German tourists’ intention to book a sustainable hotel: a new approach to analysing marketing information

ABSTRACT

This study examined the relationship between German tourists’ trust perceptions and their intention to book a sustainable hotel, pioneering a new quantitative approach to sustainable tourism marketing. Data came from 300 respondents who participated in an online survey. Respondents were given a digital brochure to read containing information about a “fictitious” three-star beach hotel in Portugal, before completing a questionnaire that measured inter alia their intention to book this sustainable hotel. Both individual “general trust” (perception of others’ trustworthiness) and “specific trust” towards the fictitious hotel in the brochure were measured. The survey also evaluated respondents’ perceptions about the usefulness of the information in the brochure. Multiple regression analysis of the data indicated that general trust, trusting the hotel and perceived usefulness of the brochure were positively and significantly related to booking intentions. An interaction between general trust and perceived usefulness was also observed. This means that the higher the perception rate about the brochure's usefulness, the higher general trust was for booking intentions and vice versa. The practical implications of the results suggest that tourists could be motivated to book a hotel if its sustainability attributes and amenities were communicated in a trust inspiring way in marketing material.     

Marketing sustainable tourism: the role of value orientation,well-being and credibility

Abstract

Marketing for sustainable tourism primarily attracts customers with a biospheric–altruistic value orientation. To reach a broader consumer group and also persuade people with a self-enhancement orientation to book sustainable hotels, the effectiveness of three different communication styles (emotionality levels, amount of sustainability information and inclusion of a label) is investigated, considering the consumer’s value orientation. An experiment with 337 participants was conducted to analyze the effects of communication on consumer perceptions of well-being and credibility. Multigroup structural equation modeling was used to compare the impacts of communication style on participant’s attitude toward booking a sustainable hotel, mediated by well-being and credibility. The results highlight significantly different communication effects among the two contrasting target groups. Consumers who are highly interested in sustainability (biospheric–altruistic value orientation) are persuaded by messages that include details about the hotel’s sustainability performance, in order to increase the social–environmental well-being, whereas for customers who are less interested in sustainability (self-enhancement value orientation), a self-referential emotionally communication is essential, as it increases the emotional well-being. Inconsistent findings regarding the role of communication in raising the perception of credibility were obtained.