Using Binding Communication to Promote Conservation Among Hotel Guests

This research applies the binding communication model to the sustainable communication strategies implemented in most hotels. The binding communication model links a persuasive message with the implementation of a low-cost commitment to strengthen the link between the attitudes and behavior of those...

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Bibliographic Details
Published in:Swiss journal of psychology 2015-07, Vol.74 (3), p.169-175
Main Authors: Terrier, Lohyd, Marfaing, Benedicte
Format: Article
Language:English
Subjects:
Conservation (Ecological Behavior)
Hospitality Industry
Human
Interpersonal Communication
Persuasion
Persuasive Communication
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Summary:This research applies the binding communication model to the sustainable communication strategies implemented in most hotels. The binding communication model links a persuasive message with the implementation of a low-cost commitment to strengthen the link between the attitudes and behavior of those receiving the message. We compared the effectiveness of a classical communication strategy (n = 86) with that of a binding communication strategy (n = 101) to encourage guests to choose sustainable behavior. Our results show that using the binding communication strategy generates significantly more sustainable behavior in guests than using the classical communication strategy. We discuss our results and suggest future avenues of research.
ISSN:1421-0185
1662-0879
DOI:10.1024/1421-0185/a000160