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

发布人：陈永佳发布时间：2025-09-30 点击次数：

我校伟德bv国际体育代姗姗老师在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伟德bv国际体育教授。

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

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