{"title":"道德表达促使消费者对 P2P 导游产生好感:提升、信任和乐趣的作用","authors":"","doi":"10.1016/j.tourman.2024.105065","DOIUrl":null,"url":null,"abstract":"<div><div>The emerging peer-to-peer platforms enable individual tour guides to market themselves via online profiles. Given the growing societal interest in responsible tourism, tour guides can utilize online profiles to communicate responsible tourism endeavors that showcase positive moral character. However, how consumers respond to such expressions of responsible conduct is unknown. Through four experiments, we find that a moral self-description (vs. social or control) elicited higher elevation, further enhancing trust and enjoyment, leading to more favorable consumer responses (i.e., booking intention, willingness to pay, and likelihood to recommend). Thus, the underlying mechanisms are explained by elevation, trust, and enjoyment. Moreover, consumers' self-esteem and tour guides' motives are two boundary conditions. Specifically, positive reactions to the tour guide's morality expression are more pronounced among high self-esteem individuals and when the guide is intrinsically motivated. This research contributes to the literature on P2P tourism services and offers practical implications for tourism providers.</div></div>","PeriodicalId":48469,"journal":{"name":"Tourism Management","volume":null,"pages":null},"PeriodicalIF":10.9000,"publicationDate":"2024-10-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Morality expression drives favorable consumer outcomes for P2P tour guide: The role of elevation, trust, and enjoyment\",\"authors\":\"\",\"doi\":\"10.1016/j.tourman.2024.105065\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<div><div>The emerging peer-to-peer platforms enable individual tour guides to market themselves via online profiles. Given the growing societal interest in responsible tourism, tour guides can utilize online profiles to communicate responsible tourism endeavors that showcase positive moral character. However, how consumers respond to such expressions of responsible conduct is unknown. Through four experiments, we find that a moral self-description (vs. social or control) elicited higher elevation, further enhancing trust and enjoyment, leading to more favorable consumer responses (i.e., booking intention, willingness to pay, and likelihood to recommend). Thus, the underlying mechanisms are explained by elevation, trust, and enjoyment. Moreover, consumers' self-esteem and tour guides' motives are two boundary conditions. Specifically, positive reactions to the tour guide's morality expression are more pronounced among high self-esteem individuals and when the guide is intrinsically motivated. This research contributes to the literature on P2P tourism services and offers practical implications for tourism providers.</div></div>\",\"PeriodicalId\":48469,\"journal\":{\"name\":\"Tourism Management\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":10.9000,\"publicationDate\":\"2024-10-04\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Tourism Management\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://www.sciencedirect.com/science/article/pii/S0261517724001845\",\"RegionNum\":1,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"ENVIRONMENTAL STUDIES\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Tourism Management","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0261517724001845","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"ENVIRONMENTAL STUDIES","Score":null,"Total":0}
Morality expression drives favorable consumer outcomes for P2P tour guide: The role of elevation, trust, and enjoyment
The emerging peer-to-peer platforms enable individual tour guides to market themselves via online profiles. Given the growing societal interest in responsible tourism, tour guides can utilize online profiles to communicate responsible tourism endeavors that showcase positive moral character. However, how consumers respond to such expressions of responsible conduct is unknown. Through four experiments, we find that a moral self-description (vs. social or control) elicited higher elevation, further enhancing trust and enjoyment, leading to more favorable consumer responses (i.e., booking intention, willingness to pay, and likelihood to recommend). Thus, the underlying mechanisms are explained by elevation, trust, and enjoyment. Moreover, consumers' self-esteem and tour guides' motives are two boundary conditions. Specifically, positive reactions to the tour guide's morality expression are more pronounced among high self-esteem individuals and when the guide is intrinsically motivated. This research contributes to the literature on P2P tourism services and offers practical implications for tourism providers.
期刊介绍:
Tourism Management, the preeminent scholarly journal, concentrates on the comprehensive management aspects, encompassing planning and policy, within the realm of travel and tourism. Adopting an interdisciplinary perspective, the journal delves into international, national, and regional tourism, addressing various management challenges. Its content mirrors this integrative approach, featuring primary research articles, progress in tourism research, case studies, research notes, discussions on current issues, and book reviews. Emphasizing scholarly rigor, all published papers are expected to contribute to theoretical and/or methodological advancements while offering specific insights relevant to tourism management and policy.