Motivating Sustainable Change in Tourism Behavior: The First- and Third-Person Effects of Hard and Soft Messages

Abstract

Educating and changing consumers´ attitudes towards sustainable and more environmentally friendly holiday choices is often seen as a key challenge for the tourism industry. The primary objective of this study is, therefore, to increase our understanding of psychological mechanisms underlying consumers’ responses to communication that aims to alter their holiday behavior in a more sustainable direction. Drawing on reactance theory, as well as first- and third-person perception effects, we present an experimental study designed to test how different levels of message assertiveness (i.e., hard versus soft pressure) affect consumers’ intentions to change their traveling behavior. The results suggest that when respondents are presented with a socially desirable message, their individual intentions to change one’s holiday plans are affected to a greater extent compared to their perception of how others would react to such cuing. Furthermore, this first-person effect is most prominent under lower levels of message assertiveness, and when conveyed messages address socially desirable behavior in line with one’s current values. Hard pressure messages loaded with highly assertive prompts, on the other hand, are likely to evoke motivational reactance, especially when a consumer holds a weaker attitude towards sustainability and environmental issues. Practical and theoretical implications of the provided findings as well as avenues for future research are discussed.

Evaluation of an Assertiveness Training Based on the Social Learning Theory for Occupational Health, Safety and Environment Practitioners

“…Indeed, their instructions are fundamental for making workers understand and align with organizational goals and avoid potential conflicts and ambiguity in the workforce when organizations try to promote environmental and sustainable outcomes [12,27]; and (2) assertiveness, from a communication point of view, plays a key role to persuade people and therefore is a fundamental social skill for leaders and managers, particularly when they need to convince, motivate and engage followers to do certain job tasks and adopt more sustainable behaviors [17,28,29]. Furthermore, a recent study has shown that positive language, when expressed assertively, is perceived as encouraging optimism and self-efficacy, which facilitates the promotion of healthier, safer, and more sustainable behaviors [25,30].…”

Sustainable HRM through Improving the Measurement of Employee Work Engagement: Third-Person Rating Method

“…The use of third-person technique may also trigger the self-others discrepancy phenomenon, also called the third-person effect (TPE) [51]. It is hypothesized that people exposed to persuasive mass media messages will perceive these messages to have more influence on other people than on themselves [52].…”

Strategy and Sustainability of Ecotourism Villages in the Buleleng Regency

“…Research (Hermundsdottir & Aspelund, 2021) groups companies based on their motivation towards sustainable practices, whereas companies driven by competitiveness practice fewer environmental saving activities and are more oriented towards commercial aspects. Research (Carvache-Franco et al, 2021), (Skeiseid et al, 2020) uses seven dimensions of personal motivation in driving ecotourism; the results provide management guidance to public institutions and information for companies to develop products that meet demand. Consumers' attitudes towards sustainable and more environmentally friendly holiday options are often seen as a significant challenge for the tourism industry.…”