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Assessing the Effectiveness of Environmental Sustainability Performance Communication in Tourism: Mediation and Moderation Effects

Jishnu Bhattacharyya Orcid Logo, M. S. Balaji Orcid Logo, Yangyang Jiang Orcid Logo

Journal of Travel Research

Swansea University Author: Jishnu Bhattacharyya Orcid Logo

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DOI (Published version): 10.1177/00472875231206548

Abstract

This study aims to examine how and when different framings of sustainability performance communication influence travelers’ behavioral intentions. Specifically, it examines (1) the effectiveness of sustainability performance communication framing in shaping traveler’s behavioral intentions, (2) the...

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Published in: Journal of Travel Research
ISSN: 0047-2875 1552-6763
Published: SAGE Publications 2023
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URI: https://cronfa.swan.ac.uk/Record/cronfa67303
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Abstract: This study aims to examine how and when different framings of sustainability performance communication influence travelers’ behavioral intentions. Specifically, it examines (1) the effectiveness of sustainability performance communication framing in shaping traveler’s behavioral intentions, (2) the mediating role of perceived commitment to sustainability, and (3) the moderating effect of the level of sustainability performance communicated. The findings of the four experiments conducted revealed that communicating sustainability performance is more effective than not reporting it in determining travelers’ behavioral intentions. Furthermore, an enhancement framing is more effective when communicating sustainability performance than a reduction framing. We also found that tourism provider’s commitment to sustainability explains the impact of sustainability performance communication framing on behavioral intentions. Furthermore, we found that communicating a moderate level of sustainability performance in enhancement framing and a high level in reduction framing is effective. The study provides implications for theory and practice in developing effective sustainability communication.
Keywords: sustainability communication; sustainability performance; sustainable consumption; message framing; perceived commitment
College: Faculty of Humanities and Social Sciences
Funders: This research is supported by the Zhejiang Soft Science Programme (Grant No. 2022C35053) funded by the Science Technology Department of Zhejiang Province, China and research grant provided by Rennes School of Business, France.

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