Do sustainability experienced travellers prefer a more rational communication of the sustainability of a tourism product?
Sustainable tourism | Communication | Marketing | Empirical survey | Choice experiment | Conjoint | Experience
This study examines empirically in four countries which communication style (emotional or rational) is most appropriate to address sustainability experienced travellers. There are only small differences compared to the average tourist. Rational communication elements which explain the sustainability of the product become more important for this specific customer group. However, most emotional communication elements are still more important in most countries, indicating that experienced tourists also process sustainability information in a heuristic way.