Abstract

Festivals attract diverse visitors to tourism sites and contribute significant solid wastes every year. One way to help customers engage in recycling at tourist attractions is to adopt an effective communication tactic using product transformation salience (PTS). To better understand the influence of PTS, the current study investigated the roles of visitors’ characteristics, such as gender and age, by using PTS messages to promote recycling behavior by presenting moderation models. This study further examined the underlying psychological mechanisms to explain the effect of PTS on recycling intention by proposing a serial mediation model. The results indicated that the effects of PTS on visitors’ feedback toward green messages varied when considering visitors’ age and gender. In particular, women and older attendees perceive the higher green value of recycling and develop higher intentions toward engaging in recycling practices at events. The serial mediation effects of PTS → perceived green value → attitudes → intentions were also confirmed. The findings of this study contribute to the green advertising literature and provide practical suggestions to industry practitioners.

摘要

节日吸引了各种各样的游客到旅游景点，每年都会产生大量的固体废物。帮助客户在旅游景点参与回收的一种方法是采用有效的沟通策略，利用产品转化显着性 (PTS)。为了更好地了解 PTS 的影响，目前的研究通过使用 PTS 信息通过呈现适度模型来促进回收行为，调查了访客特征（例如性别和年龄）的作用。本研究通过提出系列中介模型进一步检验了潜在的心理机制，以解释 PTS 对回收意愿的影响。结果表明，在考虑访问者的年龄和性别时，PTS 对访问者对绿色信息的反馈的影响是不同的。尤其是，女性和年长的参与者认为回收具有更高的绿色价值，并在活动中对参与回收实践产生了更高的意愿。PTS→感知绿色价值→态度→意图的系列中介效应也得到证实。这项研究的结果有助于绿色广告文献，并为行业从业者提供实用的建议。