Tourists’ explicit and implicit attitudes towards conservation messages
Tourists’ explicit and implicit attitudes towards conservation messages
Equilibrio entre turismo y medio ambiente: medición de actitudes implícitas y explícitas de los turistas hacia los mensajes visuales de conservación. El artículo genuino
Periódico: Pasos - Revista de Turismo y Patrimonio Cultural
Fonte: PASOS Revista de Turismo y Patrimonio Cultural; v. 22 n. 2 (2024): PASOS Revista de Turismo y Patrimonio Cultural; 231-242
Palavras-chave:
Resumo: Visual messages are widely used to positively influence in conservation attitudes of visitors in tourist destinations, these are usually persuasive or prohibitive. According to the literature, attitudes are classified as explicit (conscious) or implicit (subconscious) and there may be differences between them towards the same attitude object. This paper aim to presents the analysis of said attitudes towards prohibitive and persuasive visual messages focused on the correct disposal of garbage in a tourist attraction. A structured questionnaire was used for explicit measurement and the Implicit Association Test for implicit measurement, these were applied in two sun and beach destinations in the Mexican Caribbean. After the tests carried out, it is established that both messages (persuasive and prohibitive) are effective at an explicit level; however, at an implicit level, the persuasive message produces more favorable attitudes, thus is a better opportunity to positively influence conservationist attitudes.
