我校擦边直播 代姗姗老师在T2级别期刊——《Journal of Sustainable Tourism》上发表题为“Environmental communication in wildlife tourism: narrative framing and emotion effect on the willingness to pay for a destination ”。论文第一作者代姗姗为擦边直播 教授。

Abstract / 摘要：

Finding an appropriate environmental communication format to enhance tourists’ willingness to pay (WTP) for wildlife tourism destinations is a cost-effective and accessible method to mitigate human–wildlife conflict. However, there is limited research on this topic. This study addresses the critical issue of effectively communicating environmental values to tourists. By incorporating framing effect theory, narrative transportation theory, and affect theory, it investigates the impact of text and image communication messages on tourists’ WTP for wildlife tourism destinations in China, which is an emerging but under-explored market. The study used a 2 (narrative text vs. non-narrative text) × 3 (no image vs. positive image vs. negative image) between-subjects factorial experimental design with Chinese tourists for the Northeast China Tiger and Leopard National Park. The results revealed that narrative texts and negative images have a significant positive influence on WTP, while the moderating effect of negative images is significant and negative, and empathy with nature mediates these effects. This study is the first to reveal the impact of affect framing on tourists’ WTP for wildlife tourism destinations from the perspective of environmental communication.

论文信息;

Title/题目:

Environmental communication in wildlife tourism: narrative framing and emotion effect on the willingness to pay for a destination

Authors/作者:

Shanshan Dai; Puyue Zhang; Shina Li; Honggang Xu

Keyword / 关键词

Wildlife tourism;multimodal framing effect;WTP;narrative transportation theory;affect framework;National Park

Indexed by / 核心评价

Scopus;SSCI;WAJCI

DOI：10.1080/09669582.2024.2382432

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