Destination sustainability communication
The role of hope and shame in social media engagement and visit intentions
Bibliographic Data
| ID | 22437422 |
|---|---|
| Authors | Payal Kapoor (0000-0002-6820-7038, Management Development Institute, corresponding author), Payal S Kapoor (Management Development Institute Gurgaon Department of Marketing, , Gurgaon) |
| Year | 2026 |
| Pages | 1-18 |
| Publication date | 2026-04-01 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Consumer Behavior (JOURNAL) |
| Journal identifiers | ISSN: 2752-6666 • E-ISSN: 2752-6674 |
| Publisher | Emerald (PUBLISHER) |
| DOI | 10.1108/cbth-03-2025-0062 |
| OpenAlex | W7147161484 |
| Language | EN |
| References cited | 54 |
Purpose The purpose of this study is to examine how destination sustainability communication (DSC), message frames (positive or negative) and travelers’ emotions affect social media engagement (SME) and visit intentions. This study also investigates the moderating role of message source types – destination management offices (DMOs) or greenfluencers. Design/methodology/approach Two studies used an experimental design. Study 1 examined the relationship between message frames, travelers’ emotions, SME and destination visit intentions, while Study 2 examined the moderating role of message source. Findings The results of this study revealed that positively framed DSC fosters higher SME and destination visit intentions. This study also evokes emotions of hope and shame, which drive SME, leading to visit intentions. Furthermore, positive DSC is more effective for DMOs, whereas negative DSC is more impactful for greenfluencers. Originality/value These findings provide new insights for destination marketers on how to effectively communicate sustainability efforts and persuade tourists to embrace sustainable tourism.
Destinations · Interpersonal communication · Shame · Social media · Sustainability · Digital Marketing and Social Media · Diverse Aspects of Tourism Research · Environmental Sustainability in Business
Sustainability and marketing in tourism
All Frames Are Not Created Equal
Sample Size Justification
Affect and emotions as drivers of climate change perception and action
The Effect of Negative Message Framing on Green Consumption
More Trust in Fewer Followers
Is There Any Hope? How Climate Change News Imagery and Text Influence Audience Emotions and Support for Climate Mitigation Policies
An attributional theory of achievement motivation and emotion.
An Emotional Road to Sustainability
Captivating the crowd
Priming social media and framing cause-related marketing to promote sustainable hotel choice
Message framing strategies, food waste prevention, and diners’ repatronage intentions
Eco-guilt and eco-shame in tourism consumption contexts
Building community resilience on social media to help recover from the Covid-19 pandemic
Sustainability in CSR Messages on Social Media
Environmental Guilt and Shame
Virtual Tours a Means to an End
Hope and climate change
How Does VR Affect Emotional Appeal and Persuasiveness of Gain Versus Loss-Framed Messages
Why travel prolongs happiness
Exploring social media affordances in tourist destination image formation
The “Green Persuasion Effect” of Negative Messages
Progress on a cognitive-motivational-relational theory of emotion
Gain or loss? The congruence effect of message framing and mindset on consumers’ willingness to pay a premium for pro-environmental hotels
Climate change and pro-sustainable behaviors
The Future Is Bright! Is It
| Citation velocity | historical |
|---|---|
| Highly cited | No |