Environmental or Personal Benefit? The Role of Message Appeal and Information Type in Destination Social Media Advertisements
通过两个在线实验，研究了目的地社交媒体广告中信息诉求（环境利益vs个人利益）和信息类型（客观vs主观）对游客行为意向的影响，发现环境利益诉求结合客观信息能提升目的地品牌质量和感知绿色价值，进而促进积极行为。
Destinations are increasingly focusing on sustainability awareness through tourism campaigns, but effective communication remains challenging. This research, rooted in consumption value theory, delves into the influence of message appeal (environmental vs. personal benefit) and information type (objective vs. subjective) on tourists’ behavioral intentions through two online experiments. Study 1 demonstrates the positive impact of environmental benefit message appeals on behavioral intentions toward destinations, both directly and indirectly, by enhancing destination brand quality and perceived green value. Study 2 validates these findings and extends the analysis to include click-through behavior as a proxy for real behavior. Our research emphasizes the importance of environmental benefits alongside objective information in destinations’ sustainability messages within social media advertisements. This approach serves to bolster destination brand quality, perceived green value, and ultimately, positive behavioral intentions.