When marketing discourages consumption: demarketing of single-use plastics for city tourism in Ottawa, Canada

IF 2.4 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Ecotourism Pub Date : 2022-02-02 DOI:10.1080/14724049.2022.2028794

Katharina Raab, Ralf Wagner, Myriam Ertz, M. Salem

{"title":"When marketing discourages consumption: demarketing of single-use plastics for city tourism in Ottawa, Canada","authors":"Katharina Raab, Ralf Wagner, Myriam Ertz, M. Salem","doi":"10.1080/14724049.2022.2028794","DOIUrl":null,"url":null,"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.","PeriodicalId":39714,"journal":{"name":"Journal of Ecotourism","volume":"22 1","pages":"375 - 405"},"PeriodicalIF":2.4000,"publicationDate":"2022-02-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"7","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Ecotourism","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/14724049.2022.2028794","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}

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.

查看原文本刊更多论文

当营销阻碍消费:在渥太华，加拿大的城市旅游一次性塑料的销售

一次性塑料（SUP）因造成污染和一次性文化而受到广泛批评。本文将去营销框架应用于城市旅游中的SUP消费，以刺激游客预期的SUP减少效益。更具体地说，本研究量化了既定的去营销组合成分的影响，增加了人们避免SUP的动机。数据通过326份来自加拿大渥太华城市游客的自填问卷收集，访问加拿大议会周围地区。采用结构方程模型进行统计数据分析，涵盖了具有三个调节变量的去营销组合——个人承诺、分配责任和回收态度。结果表明，分别通过显示SUP的负面后果来调节促进；通过减少SUP的现场可用性；人们的动机，以减少SUP的使用；价格，通过对SUP施加价格溢价；和产品，通过用SUP替代替代品，将最有力地增加城市游客的预期减少效益。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Journal of Ecotourism Social Sciences-Geography, Planning and Development

CiteScore

6.40

自引率

12.50%

发文量

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.