This research investigates the effect of a luxury hotel's marketing communication strategy on consumers' willingness to book a room. In particular, the article compares two types of communication message: one that mainly highlights the hotel's attention to environmental sustainability and the other that focuses on customer service. The paper tests the hypothesis that a sustainability-focused communication leads to a higher willingness to book a room (compared to the customer service-focused strategy) because it increases consumers' perceptions about the hotel's integrity. Moreover, the study proposes that consumers' dispositional environmental concern magnifies this effect. One online and one realistic field experiment provide empirical evidence for the research hypotheses. This article contributes to the literature on sustainable luxury tourism and hospitality by proposing a novel theoretical framework, grounded in perceived hotel integrity, to explain why consumers might react positively when learning that a luxury hotel is committed to sustainability.

The Appeal of Sustainability in Luxury Hospitality: An Investigation on the Role of Perceived Integrity / Amatulli, Cesare; De Angelis, Matteo; Stoppani Oddone, Anna. - In: TOURISM MANAGEMENT. - ISSN 0261-5177. - 83:(2021), pp. 1-12. [10.1016/j.tourman.2020.104228]

The Appeal of Sustainability in Luxury Hospitality: An Investigation on the Role of Perceived Integrity

De Angelis, Matteo;Stoppani Oddone, Anna
2021

Abstract

This research investigates the effect of a luxury hotel's marketing communication strategy on consumers' willingness to book a room. In particular, the article compares two types of communication message: one that mainly highlights the hotel's attention to environmental sustainability and the other that focuses on customer service. The paper tests the hypothesis that a sustainability-focused communication leads to a higher willingness to book a room (compared to the customer service-focused strategy) because it increases consumers' perceptions about the hotel's integrity. Moreover, the study proposes that consumers' dispositional environmental concern magnifies this effect. One online and one realistic field experiment provide empirical evidence for the research hypotheses. This article contributes to the literature on sustainable luxury tourism and hospitality by proposing a novel theoretical framework, grounded in perceived hotel integrity, to explain why consumers might react positively when learning that a luxury hotel is committed to sustainability.
2021
Tourism, Hospitality, Communication, Integrity, Sustainability, Luxury
The Appeal of Sustainability in Luxury Hospitality: An Investigation on the Role of Perceived Integrity / Amatulli, Cesare; De Angelis, Matteo; Stoppani Oddone, Anna. - In: TOURISM MANAGEMENT. - ISSN 0261-5177. - 83:(2021), pp. 1-12. [10.1016/j.tourman.2020.104228]
File in questo prodotto:
File Dimensione Formato  
Amatulli et al. TM.pdf

Solo gestori archivio

Tipologia: Versione dell'editore
Licenza: DRM (Digital rights management) non definiti
Dimensione 1.18 MB
Formato Adobe PDF
1.18 MB Adobe PDF   Visualizza/Apri
Pubblicazioni consigliate

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11385/199495
Citazioni
  • Scopus 48
  • ???jsp.display-item.citation.isi??? 41
social impact