The effects of product transformation salience (PTS) on festival visitors’ recycling intentions: Do gender and age matter?

IF 1.7 Q3 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Convention & Event Tourism Pub Date : 2022-03-11 DOI:10.1080/15470148.2022.2050331

Xingyi Zhang, E. Jeong, Xiaolong Shao, Eric D. Olson

{"title":"The effects of product transformation salience (PTS) on festival visitors’ recycling intentions: Do gender and age matter?","authors":"Xingyi Zhang, E. Jeong, Xiaolong Shao, Eric D. Olson","doi":"10.1080/15470148.2022.2050331","DOIUrl":null,"url":null,"abstract":"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.","PeriodicalId":46268,"journal":{"name":"Journal of Convention & Event Tourism","volume":"23 1","pages":"318 - 342"},"PeriodicalIF":1.7000,"publicationDate":"2022-03-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Convention & Event Tourism","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/15470148.2022.2050331","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}

引用次数: 0

Abstract

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.

查看原文本刊更多论文

产品转型显著性（PTS）对节日游客回收意愿的影响：性别和年龄重要吗？

摘要节日每年都会吸引不同的游客前往旅游景点，并产生大量固体废物。帮助顾客在旅游景点进行回收利用的一种方法是采用有效的沟通策略，利用产品转化显著性（PTS）。为了更好地了解PTS的影响，本研究调查了访客特征（如性别和年龄）的作用，通过使用PTS信息，通过呈现适度模型来促进回收行为。本研究通过提出一个系列中介模型，进一步检验了PTS对回收意愿影响的潜在心理机制。结果表明，PTS对访客对绿色信息反馈的影响在考虑访客的年龄和性别时有所不同。特别是，女性和老年与会者意识到回收利用具有更高的绿色价值，并对在活动中参与回收利用实践产生了更高的意愿。PTS的系列中介效应→ 感知绿色价值→ 态度→ 意图也得到了证实。本研究的结果有助于绿色广告文献的研究，并为行业从业者提供实用建议。

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 Convention & Event Tourism HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

5.30

自引率

13.60%

发文量

期刊介绍： The Journal of Convention & Event Tourism provides multidisciplinary perspectives on conventions, exhibitions, and events. The journal provides global perspectives on this dynamic industry and encourages international submissions. All papers go through a double blind peer review process resulting in cutting-edge viewpoints on trends, innovations, and research regarding convention and event tourism. In addition, the Journal of Convention & Event Tourism includes conference and book reviews, critical reviews on major issues.