TY - CHAP

T1 - Acquiring sustainability information in holiday travel

AU - Schmücker, Dirk

AU - Kuhn, Friedericke

AU - Horster, Eric

PY - 2020/11

Y1 - 2020/11

N2 - This series of studies applies classical experimental designs to eye tracking measurement. The field of study is the attention for sustainability-related information in tourism products. Data show that sustainability labels alone receive relatively little attention in a realistic environment. As a result, it seems advisable to think about additional ways to relate sustainability information to consumers. It could be shown that implicit information, again, yields a higher share of attention than labels. Therefore, the design and informational transmittance of products combining sustainability and experiential value to the customer seem to be worthwhile as one of those alternatives. Care should be taken of the price argument because attention towards prices rises as soon as sustainability information becomes available. Data do not suggest to dispense with ecolabels. They do suggest, however, that a change in informational environment (i.e. directing consumers to sustainability issues) and the additional use of experience-related information aspects would increase the attention for sustainability information in tourism.

AB - This series of studies applies classical experimental designs to eye tracking measurement. The field of study is the attention for sustainability-related information in tourism products. Data show that sustainability labels alone receive relatively little attention in a realistic environment. As a result, it seems advisable to think about additional ways to relate sustainability information to consumers. It could be shown that implicit information, again, yields a higher share of attention than labels. Therefore, the design and informational transmittance of products combining sustainability and experiential value to the customer seem to be worthwhile as one of those alternatives. Care should be taken of the price argument because attention towards prices rises as soon as sustainability information becomes available. Data do not suggest to dispense with ecolabels. They do suggest, however, that a change in informational environment (i.e. directing consumers to sustainability issues) and the additional use of experience-related information aspects would increase the attention for sustainability information in tourism.

KW - Tourism studies

KW - sustainability

KW - experimental design

KW - Nudging

KW - holiday travel

U2 - 10.1007/978-3-030-49709-5_11

DO - 10.1007/978-3-030-49709-5_11

M3 - Contributions to collected editions/anthologies

T3 - Tourism on the Verge

SP - 155

EP - 181

BT - Eye Tracking in Tourism

A2 - Rainoldi, Mattia

A2 - Jooss, Mario

PB - Springer Nature AG

CY - 978-3-030-49708-8

ER -