Katharina Raab, Ralf Wagner, Myriam Ertz, M. Salem
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引用次数: 7
Abstract
ABSTRACT Single-use plastics (SUP), have been widely criticized for contributing to pollution and the throwaway culture. This paper applies the demarketing framework to SUP consumption in city tourism to spur tourists’ anticipated reduction benefits of SUP. More specifically, this study quantifies the impact of the well-established demarketing mix components, adding people’s motivations to avoid SUP. Data were collected through 326 self-administered questionnaires from city tourists in Ottawa, Canada, visiting areas surrounding the Canadian Parliament. A structural equation model was fitted for statistical data analysis covering the demarketing mix with three moderating variables – individual commitment, assigned responsibilities, and recycling attitude. The results suggest that modulating, respectively, promotion by showing the negative consequences of SUP; place, by reducing on-site availability of SUP; people’s motivation, to reduce SUP usage; price, by imposing a price premium on SUP; and product, by substituting SUP for alternatives, will most strongly increase city tourists’ anticipated reduction benefits.
期刊介绍:
The Journal of Ecotourism seeks to advance the field by examining the social, economic, and ecological aspects of ecotourism at a number of scales, and including regions from around the world. Journal of Ecotourism welcomes conceptual, theoretical, and empirical research, particularly where it contributes to the dissemination of new ideas and models of ecotourism planning, development, management, and good practice. While the focus of the journal rests on a type of tourism based principally on natural history - along with other associated features of the man-land nexus - it will consider papers which investigate ecotourism as part of a broader nature based tourism, as well as those works which compare or contrast ecotourism/ists with other forms of tourism/ists.