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Towel reuse in hotels : Importance of normative appeal designs

Gössling, Stefan LU ; Araña, Jorge E. and Aguiar-Quintana, J. Teresa (2019) In Tourism Management 70. p.273-283
Abstract

Laundry is a major factor in hotel fresh water use. Pro-environmental appeals to encourage tourists to reuse towels and bed linen have received much attention in the literature, though findings have remained inconclusive. This paper presents the results of a large field experiment with 21,000 observations in seven hotels catering to the sun, sand & sea leisure tourism market in Gran Canaria, Spain. Findings suggest that comprehensive message designs can increase towel reuse by 6.8% and bed linen reuse by 1.2%, compared to existing in-room messages. Results also show that nationality, age, length of stay, repeat visits, temperature, and hotel standard influence participation levels. The field experiment confirms that normative... (More)

Laundry is a major factor in hotel fresh water use. Pro-environmental appeals to encourage tourists to reuse towels and bed linen have received much attention in the literature, though findings have remained inconclusive. This paper presents the results of a large field experiment with 21,000 observations in seven hotels catering to the sun, sand & sea leisure tourism market in Gran Canaria, Spain. Findings suggest that comprehensive message designs can increase towel reuse by 6.8% and bed linen reuse by 1.2%, compared to existing in-room messages. Results also show that nationality, age, length of stay, repeat visits, temperature, and hotel standard influence participation levels. The field experiment confirms that normative appeals can trigger significant behavioural change. Evidence suggests, however, that social norm generation may be a more promising avenue to changing behaviour than norm adherence.

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Please use this url to cite or link to this publication:
author
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
Bed linen, Hotels, Normative appeals, Pro-environmental behaviour, Towel reuse
in
Tourism Management
volume
70
pages
11 pages
publisher
Pergamon
external identifiers
  • scopus:85052934066
ISSN
0261-5177
DOI
10.1016/j.tourman.2018.08.027
language
English
LU publication?
yes
id
c043beac-d952-4d44-a497-8c850d67d10d
date added to LUP
2018-10-08 09:37:05
date last changed
2018-10-08 09:37:05
@article{c043beac-d952-4d44-a497-8c850d67d10d,
  abstract     = {<p>Laundry is a major factor in hotel fresh water use. Pro-environmental appeals to encourage tourists to reuse towels and bed linen have received much attention in the literature, though findings have remained inconclusive. This paper presents the results of a large field experiment with 21,000 observations in seven hotels catering to the sun, sand &amp; sea leisure tourism market in Gran Canaria, Spain. Findings suggest that comprehensive message designs can increase towel reuse by 6.8% and bed linen reuse by 1.2%, compared to existing in-room messages. Results also show that nationality, age, length of stay, repeat visits, temperature, and hotel standard influence participation levels. The field experiment confirms that normative appeals can trigger significant behavioural change. Evidence suggests, however, that social norm generation may be a more promising avenue to changing behaviour than norm adherence.</p>},
  author       = {Gössling, Stefan and Araña, Jorge E. and Aguiar-Quintana, J. Teresa},
  issn         = {0261-5177},
  keyword      = {Bed linen,Hotels,Normative appeals,Pro-environmental behaviour,Towel reuse},
  language     = {eng},
  month        = {02},
  pages        = {273--283},
  publisher    = {Pergamon},
  series       = {Tourism Management},
  title        = {Towel reuse in hotels : Importance of normative appeal designs},
  url          = {http://dx.doi.org/10.1016/j.tourman.2018.08.027},
  volume       = {70},
  year         = {2019},
}