Acquiring sustainability information in holiday travel
Research output: Contributions to collected editions/works › Chapter › peer-review
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Eye Tracking in Tourism. ed. / Mattia Rainoldi; Mario Jooss. 978-3-030-49708-8: Springer Nature, 2020. p. 155-181 (Tourism on the Verge).
Research output: Contributions to collected editions/works › Chapter › peer-review
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RIS
TY - CHAP
T1 - Acquiring sustainability information in holiday travel
AU - Schmücker, Dirk
AU - Kuhn, Friedericke
AU - Horster, Eric
N1 - Publisher Copyright: © 2020, Springer Nature Switzerland AG.
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 - Experimental design
KW - Holiday travel
KW - Nudging
KW - Sustainability
KW - Tourism studies
KW - Sustainability Governance
UR - http://www.scopus.com/inward/record.url?scp=85119249567&partnerID=8YFLogxK
U2 - 10.1007/978-3-030-49709-5_11
DO - 10.1007/978-3-030-49709-5_11
M3 - Chapter
T3 - Tourism on the Verge
SP - 155
EP - 181
BT - Eye Tracking in Tourism
A2 - Rainoldi, Mattia
A2 - Jooss, Mario
PB - Springer Nature
CY - 978-3-030-49708-8
ER -