Morality expression drives favorable consumer outcomes for P2P tour guide: The role of elevation, trust, and enjoyment
通过四个实验发现，P2P导游在个人简介中表达道德自我描述（而非社会描述或控制条件）能提升消费者的提升感、信任和享受，进而增加预订意愿、支付意愿和推荐意愿，且该效应在高自尊消费者和导游内在动机强时更显著。
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.