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Evaluating user-generated content in social media: an effective approach to encourage greater pro-environmental behavior in tourism?

机译:评估社交媒体中的用户生成的内容:一种有效的方法,可以鼓励旅游业更大的环境行为吗?

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摘要

Appealing to tourists’ intrinsic interest for high-quality tourism environments, and thus encouraging them to act with a greater sense of personal responsibility toward the environment, could be critical to promoting sustainable tourism. Proliferating media channels makes the choice, style and delivery of pro-environmental messages a key issue for tourism marketers and management. Social media has become a recognized important channel for tourism information, with user-generated content (UGC) being more trusted than official channels, yet there is little knowledge about its potential role in activating pro-environmental norms. This study investigates that issue. Focusing on the conjoining aspects of personal and social norms for the first time, we propose a hypothetical model to explain the direct and indirect effects of pro-environmental UGC in activating tourists’ pro-environmental behavioral intentions. Working in a Chinese context, where social media plays an increasing role, the research, using a web-based sample (N = 1043), UGC-linked pro-environmental knowledge and awareness, was found to have a strong role in activating pro-environmental norms, creating a pro-environment online community, and increasing tourists’ level of engagement in pro-environmental social media activity. The study highlights the effectiveness of social media channels with UGC providing persuasive communications able to impact sustainable behaviors.
机译:吸引游客对高品质的旅游环境内在的兴趣,从而鼓励他们朝向环境的个人责任更大意义上的行动,可能是促进可持续旅游的关键。增殖媒体渠道做出选择,风格和亲环境信息的传送旅游营销和管理的一个关键问题。社会化媒体已经成为旅游信息公认的重要渠道,与用户生成内容(UGC),比官方渠道更值得信赖的,尚未有关于它的激活中亲环境规范的潜在作用知之甚少。本研究探讨这个问题。注重个人和社会规范首次成为结合方面,我们提出了一个假设的模型来解释在激活游客亲环境的行为意图利于环境的UGC的直接和间接影响。在中国的背景下,在社会化媒体中发挥着越来越大的作用,研究,使用基于Web的样本(N = 1043)合作,UGC联亲环保知识和意识,被发现有激活亲发挥强有力的作用环境规范,创造一个有利于环境的在线社区,以及增加有利于环境的社交媒体活动的游客参与程度。该研究强调与UGC提供能够影响的可持续行为有说服力的通信的社交媒体渠道的有效性。

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