Purpose

The purpose of the paper is to comparatively analyse explicit and implicit attitudes of visitors from sun and beach destinations towards two types of visual conservation messages: persuasive and prohibitive.

Design/methodology/approach

A quantitative empirical investigation of transversal section was carried out using a structured questionnaire. The geographic area of study is located in the Mexican Riviera Maya. The data was collected between the months of September 2016 to January 2017 from a total of 129 actual visitors of 12 different nationalities. Student t tests analyses were conducted to measure difference between explicit and implicit attitudes towards both types of messages.

Findings

Persuasive visual messages of conservation shown to be effective at both, explicit and implicit, levels, while prohibitive ones were less effective than persuasive ones ay implicit level, corroborating that the persuasive messages are more effective than prohibitive ones, and that the implicit measurements tend to offer information that is not always revealed by explicit means.

Practical implications

Results can be exploited by those who are tasked with maintaining a delicate balance between tourism and the environment to achieve greater impact in developing the attitudes they need to show to their tourists, through the design and creation of persuasive conservation, even barrier, visual messages that are able to draw well to the visitors' subconscious and unconscious.

Originality/value

Persuasive visual messages of conservation are produced to be effective at both explicit and implicit levels. However, inhibiting messages prove to be less effective with regard to persuasive messages at the implicit level, which reinforces that persuasive messages are more effective. Effective than the prohibitive ones and that the Implicit measurements offer information that is not always disclosed by explicit means. Persuasive messages aim at persuading and the recipient is not interested on the message. There is a possibility that the recipient will react negatively. Therefore, messages should be prepared using an indirect approach.

中文翻译：

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游客对保护信息的明示和隐含态度

目的

本文的目的是比较分析阳光和海滩目的地的游客对两种视觉保护信息的显式和隐式态度：说服性和禁止性。

设计/方法/方法

使用结构化问卷对横向截面进行定量的实证研究。研究的地理区域位于墨西哥里维埃拉玛雅人。数据收集自2016年9月至2017年1月，来自12个不同国籍的总共129位实际访客。进行了学生t检验分析，以衡量对两种消息的显式和隐式态度之间的差异。

发现

有说服力的保护性视觉信息在显性和隐性两个级别均显示出有效的效果，而在具有暗示性的信息方面，禁止性的信息不如说服性的有效，这证实了有说服力的信息比禁止性信息更有效，并且隐性测量倾向于提供并非总是通过显式方式揭示的信息。

实际影响

那些负责在旅游业与环境之间保持微妙平衡的人可以利用结果，通过设计和创造有说服力的保护，甚至障碍性视觉信息，在发展他们向游客展示的态度方面产生更大的影响，能够很好地吸引来访者的潜意识和潜意识。

创意/价值

有说服力的视觉保护信息在显性和隐性两个层面上均有效。但是，对于隐性级别的说服性消息，禁止消息被证明效果较差，这进一步增强了说服性消息的有效性。比禁止措施更有效，并且隐式度量提供的信息不一定总是通过显式方式公开。有说服力的消息旨在说服他人，而收件人对消息不感兴趣。收件人有可能做出负面反应。因此，应该使用间接方法来准备消息。