Polar Bear Viewers as Deep Ecotourists: How Specialised Are They?

Studies exploring the impact of environmental interpretation on visitors’ conservation knowledge, attitudes and behaviour often measure impacts as visitors exit tourism sites. For ease of measurement, their intentions are often used as indicators of behaviour change. Recent longitudinal studies suggest that intentions may be poor indicators of long-term behaviour change. This study examines both the behavioural intentions and the long-term conservation behaviour of 100 Australian families participating in a wildlife viewing experience. Respondents who reported being negatively or positively emotionally involved in the experience were more likely to indicate an intention to change their behaviour. New ideas about animals and their habitats were also significantly correlated with the development of positive behavioural intentions. Three months later, for 10 of the 13 conservation behaviours explored, the majority of respondents who intended to increase their participation did not. Implications for using intentions as an indicator of programme effectiveness are discussed. The importance of providing post-visit support that incorporates specific strategies, localised examples, petitions and activities to help visitors convert their intentions into behaviour prior to their enthusiasm waning is highlighted. Suggestions are made for more longitudinal studies in this area.     

Theory of planned behaviour: predicting tourists’ pro-environmental intentions after a humpback whale encounter

Nature-based experiences can contribute to individuals’ connection to nature and intentions toward sustainable environmental behaviours. Conservation psychology can use tourism as a platform to modify tourists’ intentions and behaviours regarding key marine threats such as single-use plastics. This study examined changes to pro-environmental intentions, particularly regarding plastic use, in 267 nature-based tourists from Australia and Tonga who completed a whale watching/swim experience. A theory of planned behaviour (TPB) framework was used incorporating moral norms and environmental identity, which have been previously implicated in explaining pro-environmental actions. This study found that including moral norms in the TPB model significantly increased the ability to predict pro-environmental intentions. Further, when controlling for the TPB and moral norm variables, environmental identity explained a further 15% of tourists’ pro-environmental intentions. The findings suggest the original TPB model may be less suitable within a marine conservation context. Collectively, positive nature-based experiences, environmental identity, and moral norms are important in understanding tourist’s intentions to engage in sustainable environmental behaviours.     

Restaurants’ healthy eating initiatives for children increase parents’ perceptions of CSR,empowerment, and visit intentions

In this study, we examine how healthy eating initiatives (i.e., providing healthful foods and nutrition information on children’s menus) affect parents’ intentions to visit restaurants. We test the mediating roles of perceived corporate social responsibility (CSR) and empowerment and examine whether mediating effects are contingent on the level of parents’ concerns about children’s eating. The results of a scenario-based experimental design show that both initiatives increase parents’ visit intentions through increased CSR perceptions. The indirect effect of nutrition information on visit intentions through perceived CSR is pronounced only among parents with moderate to high concerns about children’s eating. The provision of healthful foods has an indirect effect on parents’ visit intentions through perceived CSR, regardless of concern level. Our findings suggest that providing healthful items and nutrition information on children’s menus increases parents’ perceptions of CSR and visit intentions.     

The impact of tourism activity type on emotion and storytelling: The moderating roles of travel companion presence and relative ability

This research starts by distinguishing how different emotion components may be stimulated by different product types. Based on initial findings, a conceptual model is developed and tested that investigates a tourist's emotional arousal as a mediating variable between the tourism activity type and subsequent storytelling intentions. Based on social facilitation theory and self-expansion model, this research further investigates the potential moderating effect of having a travel companion and that companion's relative ability related to the tourism activity type on the impact of tourism activity type on emotional arousal. Four experiments are used to test the hypothesized relationships. Findings indicate that an experiential purchase has a greater effect on emotional arousal (not pleasure) than the purchase of a physical good. A more challenging(relaxing) tourist activity has a stronger(weaker) positive impact on emotional arousal and a tourist's storytelling intentions. Emotional arousal fully mediates the effect of tourism activity type on storytelling intentions. Having a travel companion, or not, was found to moderate the relationship of tourist activity type and emotional arousal. A challenging tourism activity has a stronger positive effect on a tourist's arousal when traveling with a companion. The arousal effect of engaging in a challenging tourism activity is attenuated when traveling alone. Moreover, based on the moderating effect of having a companion, or not, the perceived ability of a travel companion regarding the type of activity engaged in, was also found to moderate the link between activity type and emotional arousal. The greater the traveling companion's relative perceived ability, the greater the effect on emotional arousal for challenging tourism activities. This effect is attenuated when the ability of the traveling companion is perceived as less than that of the tourist. The paper closes with a discussion of theoretical contributions and managerial implications derived from the findings.     

Can Ecotourism Interpretation Really Lead to Pro-Conservation Knowledge,Attitudes and Behaviour? Evidence from the Galapagos Islands

Proponents of ecotourism within protected areas believe that tour design and interpretation can help mitigate the negative impacts of tourism, human and environmental, and build an educated and motivated constituency that supports environmental conservation and social improvements. However, ecotourism's claims to achieve those objectives are largely untested, and linkages between tourism's operational characteristics and positive changes in tourists” environmental knowledge, attitudes and behaviours are largely unexplored. This exploratory research investigated the efforts of one Galapagos National Park tour operator to explore whether a well-conceived interpretation/ecotourism product could influence tourists” educational outcomes and support of environmental conservation. Results suggest that well-designed and delivered interpretation during the ecotourism experience can increase knowledge of the host-protected area, supportive attitudes towards resource management issues facing the host-protected area, general environmental behavioural intentions and philanthropic support of conservation.     

Leveraging “human-likeness” of robotic service at restaurants

Despite the rise of human-robot interaction research, the mixed findings of human-likeness in consumer evaluation exist. Focusing on the restaurant sector, this research investigates how service robots’ varying levels of human-likeness of attributes (i.e., visual, vocal and verbal) influence consumption outcomes (e.g., service encounter evaluation, revisit intentions and positive word of mouth intentions) and the underlying mechanisms through cognition (i.e., perceived credibility) and positive emotion per Appraisal Theory. Drawing on a consumer experiment involving a total of 587 participants, results suggest that humanlike voice emerges as a dominant attribute affecting all three consumption outcomes. Humanlike language style positively affects service encounter evaluation but barely affects the other two outcomes. The significant effect of humanlike voice on three consumption outcomes is only explained by positive emotion whereas the effect of humanlike language style on service encounter evaluation is explained by both cognition (i.e., perceived credibility) and emotion.     

Effect of CSR contribution timing during COVID-19 pandemic on consumers’ prepayment purchase intentions: Evidence from hospitality industry in China

Corporate social responsibility (CSR) contributions are essential for hospitality companies during the COVID-19 pandemic. However, little is known about how CSR contribution timing during the pandemic might affect consumers’ prepayment purchase intentions. This paper takes a hospitality company as an example, using two experiments to explore (a) the effect of CSR contribution timing on consumers’ prepayment purchase intentions and (b) the potential roles of psychological contracts and distance to the COVID-19 risk center. Study 1 demonstrated that CSR contributions during the COVID-19 outbreak (vs. after its peak) led consumers to have higher prepayment purchase intentions, revealing the impact of CSR contribution timing. This effect was also driven by psychological contracts between consumers and the hospitality company. Study 2 showed that, when participants were in the peripheral area of a COVID-19 outbreak, CSR contributions during the outbreak (vs. after its peak) increased prepayment purchase intentions whereas the opposite effect occurred when consumers were in the risk center.     

The impact of four CSR dimensions on a gaming company’s image and customers’ revisit intentions

The purpose of this study is to investigate whether perceptions of corporate social responsibility (CSR) initiatives affect casino customers’ corporate image as well as the customers’ behavioral intentions (i.e., revisit intentions), through the lens of Carroll’s corporate social performance model, stakeholder theory, and legitimacy theory. This study also examines the mediating effect of corporate image on the relationship between perceived CSR and behavioral intentions. An onsite survey was conducted with 596 casino customers in South Korea. The results revealed that ethical CSR had the strongest impact on corporate image, followed by economic and philanthropic CSR. Only philanthropic CSR had a significant and direct effect on behavioral intentions. Corporate image mediated the relationship between three types of CSR (ethical, economic, and philanthropic) and behavioral intentions. Companies can benefit from these findings by understanding how specific CSR initiatives can enhance corporate image and increase customer retention. This study advances the emerging field of CSR in the gaming industry.     

The Role of Physical Environment in Leisure Service Consumption: Evidence From a Ski Resort Setting

Despite the importance of physical environment in hedonic service consumption, little is known about the extent to which physical environment influences ski resort visitors’ cognition, emotion, and behaviors. This study investigated the relationships among physical environmental stimuli (i.e., layout accessibility, aesthetics, cleanliness, and other visitors), perceived quality of physical environment, excitement, and behavioral intentions in ski resort. This study also attempted to test the moderating role of enduring involvement in the formation of behavioral intentions. Results showed that cleanliness and other visitors significantly and positively influenced visitors’ perceived quality of physical environment and excitement. The results suggest that physical environment is of great importance for the ski resort business. Perceived quality was indeed a significant predictor of excitement, which, in turn, positively influenced behavioral intentions. Finally, the study found that the effect of excitement on behavioral intentions was significant across high and low enduring involvement groups.     

The Effect of Healthy Food Knowledge on Perceived Healthy Foods’ Value,Degree of Satisfaction,and Behavioral Intention: The Moderating Effect of Gender

ABSTRACT

This study seeks to determine how knowledge about healthy food impacts its perceived value, satisfaction, and behavioral intention among college students to access healthy foods, and to investigate the moderating effect of gender on the formulated relationships. The results show that knowledge about healthy food positively influences perceived value and behavioral intentions, and perceived value is a significant predictor of satisfaction and behavioral intentions toward healthy foods. In addition, knowledge about healthy food does not significantly influence on satisfaction in this study. The results regarding the moderating effects of gender show that gender only moderates the relationship between satisfaction and behavioral intentions toward healthy foods. These results offer useful information for foodservice companies and educational institutions; more specifically, for gaining a better understanding of college students’ behaviors and perceptions toward healthy foods and developing marketing strategies accordingly.     

Ecotourism and conservation: factors influencing effective conservation messages

Environmental education and interpretation have largely focused on individual mechanisms (e.g. cognitive processes) leading to intention and behavioural change. Less has been said about the role of the situation and communication processes between tour guides and tourists in ecotourism experiences. This paper examines the role of interpreters and individuals as jointly influencing the effectiveness of communicating conservation messages. A survey of over 1500 visitors was undertaken to ascertain the factors crucial to whether visitors received a conservation message in an ecotourism setting. The results indicate a three-tier effect: individual characteristics, specifically respondent's age, were initially important. The second tier represents the impact of conservation-related information from the tour guide/interpreter. This information acts as a stimulus to the third and most crucial tier of influence – visitor empowerment. The tertiary stage comprises a two-way communication process that influences a positive conservation message. The process involves the interpreter suggesting positive conservation action that translates into what we term “a locus of responsibility” for the visitor and subsequent higher levels of satisfaction. All of these drive effective communication of conservation message comprehension.     

Factors influencing local residents’ intentions to conserve the built heritage in Tanzania

This study used the dominant cognitive-based theory of planned behaviour (TPB) complemented by the affection-based attachment theory (AT) to investigate factors influencing local residents’ conservation intentions. Thus, in addition to TPB’s variables, such as attitudes towards conservation, perceived social pressure and perceived control over conservation, the study considered the effects of heritage affection on conservation intentions. Cross-sectional questionnaire-based data gathered from the three historic towns of Zanzibar Stone Town, Kilwa Kivinje and Pangani in Tanzania were analysed using Structural Equation Modelling. The TPB’s variables and heritage affection all showed a positive and significant correlation with conservation intention. The empirical data therefore supported using the TPB, complemented by the AT, to explain engagement in conservation in the built heritage setting. The study concludes that conservation intention is best viewed as a mixture of cognitive and affective factors. Theoretical and managerial implications as well as suggestions for future studies are provided.     

Testing a model of effective interpretation to boost the heritage tourism experience: a case study in Macao

While the impact of tour guides’ interpretation on tourism experience is well acknowledged, little research has been conducted on the production of effective interpretation by tour guides. In this study, effective interpretation is defined as producing a positive outcome on tourists’ knowledge and understanding of the visited heritage site, feelings and emotion, satisfaction and likelihood of visiting other relevant nearby heritage sites. Based on a literature review, a conceptual model of effective interpretation consisting of four propositions was formulated and examined by empirical on-site research in the World Cultural Heritage Site in Macau. The empirical findings support the four propositions and the applicability of the model for effective interpretation in Macao. The research was conducted in two phases: on-site guide evaluation and a linked tourist survey. The target market was mainland Chinese visitors. The results revealed the influence of four factors on effective interpretation, namely, heritage and tourist information knowledge, service attitude, communication competence and emotional intelligence. Special attention is given to the use of humor, provocation and emotional sensitivity. Future research should further investigate tourists’ emotion management and the applicability of this model to other tour guides’ heritage interpretation, at different types of site and in different regions.     

An Evaluation of the Effectiveness of Interpretation within Dartmoor National Park in Reaching the Goals of Sustainable Tourism Development

In the face of growing pressure placed on the natural environment from increased tourism, this study considers the role of interpretation in achieving sustainable tourism development in natural areas used for tourism. Knowledge gain, attitude change and behaviour modification were used as key indicators in the assessment of the interpretive effectiveness of the High Moorland Visitor Centre in Dartmoor National Park, UK. Through comparing responses to questionnaires from pre- and post-visit samples, this study found that interpretation added to visitor's knowledge of the site. This increase in knowledge encouraged visitors to see how they could change their behaviour to be more respectful of the natural environment. This indicates that there is indeed scope for interpretation, to help modify the behaviour of tourists through increased knowledge and awareness. Attitude change did occur as a result of interpretation in the centre, but only to a limited extent. Participant observation carried out at the centre revealed that interactive material played a vital part in the effectiveness of interpretive messages. Overall results from this study suggest that interpretation, if carefully designed, is capable of contributing to the goals of sustainable tourism development by achieving knowledge restructuring and resulting behavioural intentions of visitors.     

Multi-dimensions of patrons’ emotional experiences in upscale restaurants and their role in loyalty formation: Emotion scale improvement

The main purposes of the present study were to improve and modify an existing emotion scale to increase its efficacy for assessing upscale restaurant customers’ emotional experiences, and to develop and test a conceptual model of the relationships among emotion factors, their cognitive antecedents, and direct/indirect outcome variables (satisfaction, trust, commitment, and loyalty intentions). Following a survey of 324 upscale restaurant patrons, results confirmed that the modified and improved consumption emotion measurement has a satisfactory level of reliability, validity, and applicability in an upscale restaurant context. Both qualitative and quantitative approaches were used, and a psychometric procedure for scale improvement/modification was thoroughly followed. Findings also revealed that the hypothesized relationships were generally supported, and the proposed model displayed an excellent fit. The significance of comfort and annoyance was identified, and the mediating roles of study variables were verified.     

Assessing the asymmetric impact of interpretation environment service quality on museum visitor experience and post-visit behavioral intentions: a case study of the National Palace Museum

This paper examines the asymmetric positive–negative relationship between interpretation environment service quality, museum visitor experience, and post-visit behavioral intentions. The researchers collected 406 valid questionnaires from visitors to the main exhibit building in the National Palace Museum. Results suggest that the asymmetric effect differs depending on the attribute being examined. When visitors reported their perceptions of personal and sociocultural interpretation environment services, negative perceptions had a larger impact on museum visitor experience than positive perceptions. Moreover, results suggest that museum visitor experience functions as a mediator between perceptions of interpretation environment service quality and post-visit behavioral intentions.     

What goes up must come down: an evaluation of a zoo conservation-education program for balloon litter on visitor understanding,attitudes, and behaviour

Abstract

Balloons used outdoors can fly away, posing ingestion and entanglement hazards to wildlife. “When Balloons Fly” (WBF) conservation-education program seeks to educate zoo visitors about these threats and encourage the use of wildlife-friendly bubbles at outdoor events. We examined the effect of WBF on visitor knowledge, attitudes, and behaviours (intentions and actions) over 6?months (N?=?624). We compared outcomes among visitors who viewed a presentation and exhibit, to viewing the exhibit-only, and investigated the priming influence of completing a survey before entering the exhibit (pre-survey). Visitors had greater depth of understanding about the impact of balloons immediately following the visit, but post-visit message recall was low. General Linear Models revealed that over 6?months WBF significantly (p < .05) influenced positive attitudes concerning balloon use, increased likelihood to use bubbles, and reduced likelihood to use balloons. Completion of a pre-survey significantly influenced positive attitudes and reduced likelihood to use balloons. WBF is promoting conservation behaviour, with two-thirds of the follow-up sample reporting that behaviours they changed while hosting or attending an outdoor event since their visit were influenced by the zoo experience. Future work can investigate materials that might mimic a priming effect (e.g., worksheets).     

Evaluating user-generated content in social media: an effective approach to encourage greater pro-environmental behavior in tourism?

Appealing to tourists’ intrinsic interest for high-quality tourism environments, and thus encouraging them to act with a greater sense of personal responsibility toward the environment, could be critical to promoting sustainable tourism. Proliferating media channels makes the choice, style and delivery of pro-environmental messages a key issue for tourism marketers and management. Social media has become a recognized important channel for tourism information, with user-generated content (UGC) being more trusted than official channels, yet there is little knowledge about its potential role in activating pro-environmental norms. This study investigates that issue. Focusing on the conjoining aspects of personal and social norms for the first time, we propose a hypothetical model to explain the direct and indirect effects of pro-environmental UGC in activating tourists’ pro-environmental behavioral intentions. Working in a Chinese context, where social media plays an increasing role, the research, using a web-based sample (N = 1043), UGC-linked pro-environmental knowledge and awareness, was found to have a strong role in activating pro-environmental norms, creating a pro-environment online community, and increasing tourists’ level of engagement in pro-environmental social media activity. The study highlights the effectiveness of social media channels with UGC providing persuasive communications able to impact sustainable behaviors.     

Does transformational leadership style influence employees’ attitudes toward food safety practices?

The objectives of this study were to examine whether transformational leadership style (TL) and organizational climate (OC) impact employees’ attitudes and intentions to follow safe food handling practices. We also set out to investigate the moderating effect of food safety certification on the relationships among TL, OC, and employees’ attitudes and intentions to follow food safety practices in restaurants. Questionnaires were distributed to restaurants in one state. Structural equation modeling techniques and multiple group analysis were used. The results of this study indicate that TL did not impact employees’ attitudes and intentions. However, TL significantly impacted OC, and OC significantly impacted employees’ attitudes and intentions to follow safe food handling practices; additionally, employees’ attitudes significantly impacted intentions to perform safe food handling practices. Furthermore, the moderating effect of food safety certification on the relationships among TL, OC, and employees’ attitudes and intentions was also significant. The results of this study not only provide a theoretical framework but also present more detailed diagnostic information regarding the impact of TL and OC on employees’ attitudes and intentions to follow safe food handling practices.     

Environmental corporate social responsibility and the strategy to boost the airline’s image and customer loyalty intentions

This study aimed to uncover the role of an airline’s environmental corporate social responsibility in conjunction with building loyalty intentions of its customers while considering the mediating impact of its brand image, love and respect, as well as the moderating effect of environmental concerns. Our results from the structural analysis showed the salient role of environmental corporate social responsibility in determining loyalty intentions, and it was also a significant contributor to improving brand image, love, and respect that acted as significant mediators. Moreover, the results demonstrated a significant moderating effect of environmental concern on the brand respect and loyalty relationship.