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The influence of trust perceptions on German tourists’ intention to book a sustainable hotel: a new approach to analysing marketing information


Ponnapureddy, Sindhuri; Priskin, Julianna; Ohnmacht, Timo; Vinzenz, Friederike; Wirth, Werner (2017). The influence of trust perceptions on German tourists’ intention to book a sustainable hotel: a new approach to analysing marketing information. Journal of Sustainable Tourism, 25(7):970-988.

Abstract

This study examined the relationship between German tourists’ trust perceptions and their intention to book a sustainable hotel, pioneering a new quantitative approach to sustainable tourism marketing. Data came from 300 respondents who participated in an online survey. Respondents were given a digital brochure to read containing information about a “fictitious” three-star beach hotel in Portugal, before completing a questionnaire that measured inter alia their intention to book this sustainable hotel. Both individual “general trust” (perception of others’ trustworthiness) and “specific trust” towards the fictitious hotel in the brochure were measured. The survey also evaluated respondents’ perceptions about the usefulness of the information in the brochure. Multiple regression analysis of the data indicated that general trust, trusting the hotel and perceived usefulness of the brochure were positively and significantly related to booking intentions. An interaction between general trust and perceived usefulness was also observed. This means that the higher the perception rate about the brochure's usefulness, the higher general trust was for booking intentions and vice versa. The practical implications of the results suggest that tourists could be motivated to book a hotel if its sustainability attributes and amenities were communicated in a trust inspiring way in marketing material.

Abstract

This study examined the relationship between German tourists’ trust perceptions and their intention to book a sustainable hotel, pioneering a new quantitative approach to sustainable tourism marketing. Data came from 300 respondents who participated in an online survey. Respondents were given a digital brochure to read containing information about a “fictitious” three-star beach hotel in Portugal, before completing a questionnaire that measured inter alia their intention to book this sustainable hotel. Both individual “general trust” (perception of others’ trustworthiness) and “specific trust” towards the fictitious hotel in the brochure were measured. The survey also evaluated respondents’ perceptions about the usefulness of the information in the brochure. Multiple regression analysis of the data indicated that general trust, trusting the hotel and perceived usefulness of the brochure were positively and significantly related to booking intentions. An interaction between general trust and perceived usefulness was also observed. This means that the higher the perception rate about the brochure's usefulness, the higher general trust was for booking intentions and vice versa. The practical implications of the results suggest that tourists could be motivated to book a hotel if its sustainability attributes and amenities were communicated in a trust inspiring way in marketing material.

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Additional indexing

Item Type:Journal Article, refereed, original work
Communities & Collections:06 Faculty of Arts > Institute of Mass Communication and Media Research
Dewey Decimal Classification:700 Arts
Language:English
Date:2017
Deposited On:06 Feb 2017 08:38
Last Modified:10 May 2017 01:02
Publisher:Taylor & Francis
ISSN:0966-9582
Publisher DOI:https://doi.org/10.1080/09669582.2016.1270953

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