Journal
INTERNATIONAL JOURNAL OF CONTEMPORARY HOSPITALITY MANAGEMENT
Volume 31, Issue 12, Pages 4605-4627Publisher
EMERALD GROUP PUBLISHING LTD
DOI: 10.1108/IJCHM-12-2018-0968
Keywords
Environmental sustainability benefit; Hard-sell advertising appeal; Hedonic consumption orientation; Home-sharing; Soft-sell advertising appeal; Utilitarian consumption orientation
Categories
Ask authors/readers for more resources
Purpose Even with the evidence that participation in home-sharing is highly ecologically sustainable, the existing consumer communication studies in the hospitality sector have predominantly focussed on the social and economic benefits. This study aims to examine how the environmental sustainability benefits of home-sharing services can be effectively communicated to consumers. Design/methodology/approach Two scenario-based experiments (Study 1: n = 377 and Study 2: n = 290) examined the effects of consumers' consumption orientations, and the appeal of environmental sustainability benefits emphasised advertising on their home-sharing adoption intentions. Findings Study 1 demonstrated that when consumers with either a hedonic or utilitarian consumption orientation book travel accommodation, their home-sharing adoption intentions increase depending on whether advertisements are designed as hard- or soft-sell appeal, respectively. Study 2 showed that the influence of an environmental sustainability benefits emphasised advertisement that has considered consumers' consumption orientation and applied the corresponding advertising appeal design is as effective as a home-sharing service that offers economic benefits and is even better than an advertisement that emphasises social benefits, particularly for utilitarian-oriented consumers. Originality/value This study is the first in the lodging sector examining the ways in which the environmental sustainability benefits of home-sharing services can be effectively communicated to consumers. The findings shed light on corporate practices pertaining to information that home-sharing service marketers can control and provide an essential basis for further advertising, consumer differences, environmental sustainability awareness and collaborative consumption studies.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available