World Tourism Forum Lucerne 2013_Advertising Sustainable Tourism Products_Research Findings for...

7/28/2019 World Tourism Forum Lucerne 2013_Advertising Sustainable Tourism Products_Research Findings for Higher Sales

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Institute of Tourism ITWDr Roger WehrliHead of Research

T direct +41 41 228 42 83

[email protected]

ADVERTISING SUSTAINABLE TOURISM PRODUCTS:

RESEARCH FINDINGS FOR HIGHER SALES

Presentation at the WTFL 2013 in Lucerne

Study for the World Tourism Forum Lucerne 2013, sponsored by:


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Slide

Introduction

Statement from industry:

It is difficult to communicate the sustainability to ourcustomers.

2, Advertising sustainable tourism products: Research findings for higher sales Dr Roger Wehrli


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Slide

Introduction



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1. Research Design: Research Questions

1. Which kind of sustainable tourism product communication in a

brochure appeals best to customers?

2. Should CO2-offsetting be integrated in the product?



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1. Research Design: Empirical Phase

4 countries with at least 750 respondents per country

2 empirical field phases:

- Pretest experiment

- Test of the perceived emotionality and rationality of texts and pictures- Choice experiment

- Page of a brochure advertising a one week all-inclusive beach holiday

- Product for the mass market

5, Advertising sustainable tourism products: Research findings for higher sales Roger Wehrli
http://www.brunnvalla.ch/laenderlexikon/usa.htmlhttp://www.brunnvalla.ch/laenderlexikon/grossbritannien.htmlhttp://www.brunnvalla.ch/laenderlexikon/schweiz.html


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1. Research Design: Choice Experiment



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2. Results: Importances

E.g. Switzerland (results are similar in UK, USA and Germany):


9.7%

12.5%

15.7%

23.2%

38.8%

0% 10% 20% 30% 40% 50%

Rational Sustainability

Emotional Beach

Emotional Sustainability

Picture

Graph

Importances [%]


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2. Results

- Generally, people prefer more emotional communication ofsustainability.

- But, emotionality is achieved differently in different countries.

- But, some markets prefer more rationally oriented communication.

For each market you have to design brochure pages differently.



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2. Results: Integration of Carbon Offsetting


70.5%

69.6%69.0%

62.7%

68.0%

58%

60%

62%

64%

66%

68%

70%

72%

Germany Switzerland UK USA Total

Would you like it if your travel product included a CO2compensation for the flight?


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- We created different versions of a brochure page in order toillustrate our results.

- They were created to launch the discussion.


3. Implications from our Results


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3. Implicationsfrom our Results



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Slide 13, Advertising sustainable tourism products: Research findings for higher sales Dr Roger Wehrli



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3. Implications from our Results:No Business Graph


The hotel reduces the C02 emissions of your stay invarious ways. Thanks to this, your stay contributes57 kg C02 instead of 248 kg C02.


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We serve you only the highest qualityregional products.is preferred to:

Regional products are served.



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We source food from farmers in theimmediate vicinity. Not only does this cutCO2 emissions but also benefits local trade.



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- Rational argumentationbecomes more important.

3. Implications forSustainable

Tourists


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4. Recommendations

- Emotional communication of the sustainability of a product

- Narratives- Direct address- Formulate actively.- Adjectives / highly valued words

- Absolute formulations- Special case USA:

- Requests affect emotions positively

- Rational communication as a supplement

- Deliver additional explanations

- Provide objective information- Use nouns

- Special case sustainable tourists

- No graphs, except for already sustainable tourists.

- Inclusion of carbon offsetting with opt-out.



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Effective Communication of SustainableTourism Products to Customers

An executive brief can be downloaded from the WTFL homepageafter the conference.

Thank you very much for your attention!


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