Environmental sustainability on tourist hotels' image development

Tsai Chiao Wang, Jen Son Cheng, Hsin Yu Shih, Chia Liang Tsai, Ta Wei Tang, Ming Lang Tseng, Ying Sheng Yao

Research output: Contribution to journalArticle

Abstract

Previous studies are lacking that explore the added values of sustainable practices perceived by consumers. To achieve a balanced development of economy and environmental protection, tourist hotels should develop a service differentiation strategy based on the sustainable practices. By examining the environmental characteristics and performing art in marketing images of a tourist hotel that are attractive to customers, this study built on the attention restoration theory and triple-bottom-line perspective, and employed the eye-tracking analysis technique to investigate the effect of image characteristics on customers' visual attention. Sixty-three individuals participated in the experiment and observed the performing arts images. This study confirmed that, first, a natural image could attract more of customers' visual attention than a built image. In particular, the coupling of nature and performing arts can get the most visual attention from customers. Second, older adults prefer natural images, but younger adults do not. However, there is no significant difference in the impact of gender on the customer's visual attention. Those findings imply that tourist hotels should use the marketing image design to highlight the value-added services derived from environmental protection.

Original languageEnglish
Article number2378
JournalSustainability (Switzerland)
Volume11
Issue number8
DOIs
Publication statusPublished - 2019 Apr 1

Fingerprint

Hotels
Sustainable development
tourist
sustainability
Environmental protection
Marketing
customer
art
Restoration
value added
environmental protection
marketing
restoration
young adult
Experiments
gender
economy
experiment

All Science Journal Classification (ASJC) codes

  • Geography, Planning and Development
  • Renewable Energy, Sustainability and the Environment
  • Management, Monitoring, Policy and Law

Cite this

Wang, Tsai Chiao ; Cheng, Jen Son ; Shih, Hsin Yu ; Tsai, Chia Liang ; Tang, Ta Wei ; Tseng, Ming Lang ; Yao, Ying Sheng. / Environmental sustainability on tourist hotels' image development. In: Sustainability (Switzerland). 2019 ; Vol. 11, No. 8.
@article{4c4df3134496437f81ef21d4632fa3b6,
title = "Environmental sustainability on tourist hotels' image development",
abstract = "Previous studies are lacking that explore the added values of sustainable practices perceived by consumers. To achieve a balanced development of economy and environmental protection, tourist hotels should develop a service differentiation strategy based on the sustainable practices. By examining the environmental characteristics and performing art in marketing images of a tourist hotel that are attractive to customers, this study built on the attention restoration theory and triple-bottom-line perspective, and employed the eye-tracking analysis technique to investigate the effect of image characteristics on customers' visual attention. Sixty-three individuals participated in the experiment and observed the performing arts images. This study confirmed that, first, a natural image could attract more of customers' visual attention than a built image. In particular, the coupling of nature and performing arts can get the most visual attention from customers. Second, older adults prefer natural images, but younger adults do not. However, there is no significant difference in the impact of gender on the customer's visual attention. Those findings imply that tourist hotels should use the marketing image design to highlight the value-added services derived from environmental protection.",
author = "Wang, {Tsai Chiao} and Cheng, {Jen Son} and Shih, {Hsin Yu} and Tsai, {Chia Liang} and Tang, {Ta Wei} and Tseng, {Ming Lang} and Yao, {Ying Sheng}",
year = "2019",
month = "4",
day = "1",
doi = "10.3390/su11082378",
language = "English",
volume = "11",
journal = "Sustainability",
issn = "2071-1050",
publisher = "MDPI AG",
number = "8",

}

Environmental sustainability on tourist hotels' image development. / Wang, Tsai Chiao; Cheng, Jen Son; Shih, Hsin Yu; Tsai, Chia Liang; Tang, Ta Wei; Tseng, Ming Lang; Yao, Ying Sheng.

In: Sustainability (Switzerland), Vol. 11, No. 8, 2378, 01.04.2019.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Environmental sustainability on tourist hotels' image development

AU - Wang, Tsai Chiao

AU - Cheng, Jen Son

AU - Shih, Hsin Yu

AU - Tsai, Chia Liang

AU - Tang, Ta Wei

AU - Tseng, Ming Lang

AU - Yao, Ying Sheng

PY - 2019/4/1

Y1 - 2019/4/1

N2 - Previous studies are lacking that explore the added values of sustainable practices perceived by consumers. To achieve a balanced development of economy and environmental protection, tourist hotels should develop a service differentiation strategy based on the sustainable practices. By examining the environmental characteristics and performing art in marketing images of a tourist hotel that are attractive to customers, this study built on the attention restoration theory and triple-bottom-line perspective, and employed the eye-tracking analysis technique to investigate the effect of image characteristics on customers' visual attention. Sixty-three individuals participated in the experiment and observed the performing arts images. This study confirmed that, first, a natural image could attract more of customers' visual attention than a built image. In particular, the coupling of nature and performing arts can get the most visual attention from customers. Second, older adults prefer natural images, but younger adults do not. However, there is no significant difference in the impact of gender on the customer's visual attention. Those findings imply that tourist hotels should use the marketing image design to highlight the value-added services derived from environmental protection.

AB - Previous studies are lacking that explore the added values of sustainable practices perceived by consumers. To achieve a balanced development of economy and environmental protection, tourist hotels should develop a service differentiation strategy based on the sustainable practices. By examining the environmental characteristics and performing art in marketing images of a tourist hotel that are attractive to customers, this study built on the attention restoration theory and triple-bottom-line perspective, and employed the eye-tracking analysis technique to investigate the effect of image characteristics on customers' visual attention. Sixty-three individuals participated in the experiment and observed the performing arts images. This study confirmed that, first, a natural image could attract more of customers' visual attention than a built image. In particular, the coupling of nature and performing arts can get the most visual attention from customers. Second, older adults prefer natural images, but younger adults do not. However, there is no significant difference in the impact of gender on the customer's visual attention. Those findings imply that tourist hotels should use the marketing image design to highlight the value-added services derived from environmental protection.

UR - http://www.scopus.com/inward/record.url?scp=85066925203&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=85066925203&partnerID=8YFLogxK

U2 - 10.3390/su11082378

DO - 10.3390/su11082378

M3 - Article

AN - SCOPUS:85066925203

VL - 11

JO - Sustainability

JF - Sustainability

SN - 2071-1050

IS - 8

M1 - 2378

ER -