Short answer

Shift from purely functional or obligation-based sustainability messaging to one that highlights the enjoyable and rewarding aspects of eco-friendly choices for guests.

Field
Innovation & Markets
Source
Tourism Management (2024)
Method
Field and laboratory experiments
Evidence
Strong effect

Framing sustainable choices with pleasure-oriented language can be as effective as financial incentives in encouraging guests to reduce room cleaning requests. This innovation & markets research insight is drawn from a 2024 study published in Tourism Management. Using Field and laboratory experiments, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Shift from purely functional or obligation-based sustainability messaging to one that highlights the enjoyable and rewarding aspects of eco-friendly choices for guests.

Study
Innovation & MarketsRecentStrong effect

Hedonic Appeals Boost Sustainable Guest Behavior in Hospitality

Framing sustainable choices with pleasure-oriented language can be as effective as financial incentives in encouraging guests to reduce room cleaning requests.

Tourism Management · 2024

01

Key Findings

  • 01Hedonic appeals, when paired with sustainability messaging, are effective in reducing room cleaning requests.
  • 02This combined approach is at least as effective as financial incentives.
  • 03The effectiveness of hedonic appeals is driven by guest value creation.
  • 04The hedonic appeal strategy is the most profitable, considering costs and benefits.
02

Application

Design takeaway

Shift from purely functional or obligation-based sustainability messaging to one that highlights the enjoyable and rewarding aspects of eco-friendly choices for guests.

How to apply

In hotel communications (e.g., in-room notices, booking confirmations, app notifications), use phrases that emphasize the enjoyable experience of contributing to sustainability, such as 'Enjoy a refreshed room and a cleaner planet' or 'Indulge in a guilt-free stay.'

Project actions

  • 01When designing a service or product that has a sustainable aspect, think about how to make the user feel good or have a more pleasurable experience by choosing the sustainable option.
  • 02Consider how to communicate the benefits of sustainability not just as a duty, but as an enjoyable or rewarding experience.
03

Method & Evidence

AimCan hedonic appeals, when combined with sustainability messaging, effectively reduce guest room cleaning requests in the hospitality sector, and how does this compare to financial incentives in terms of profitability and guest satisfaction?
MethodField and laboratory experiments
ProcedureResearchers conducted a field experiment in a European hotel and a lab experiment to test the effectiveness of hedonic appeals versus sustainable appeals and financial incentives on guest room cleaning requests. They also developed a profitability index to evaluate the economic viability of the tested strategies.
ContextTourism and hospitality industry, specifically hotel guest room services.

Variables

IV["Type of appeal (hedonic, sustainable, financial incentive, control)","Combination of appeals"]
DV["Frequency of room cleaning requests","Guest satisfaction","Profitability"]
CV["Hotel setting","Guest demographics (potentially)","Room type"]
04

Strengths & Limitations

Strengths

  • +Combines theoretical insights with empirical evidence from both field and lab settings.
  • +Introduces a novel profitability index for a comprehensive evaluation of strategies.
  • +Addresses a practical industry problem with actionable recommendations.

Limitations

The study was conducted in a specific hotel setting, so results might not generalize to all types of accommodations or tourist destinations. The 'pleasure' aspect is subjective and can be interpreted differently by individuals.

Reliability & validity

The use of both field and lab experiments enhances external and internal validity, respectively. The profitability index adds a layer of objective measurement. However, the subjective nature of 'pleasure' could impact reliability if not carefully operationalized.

Think critically

To what extent can hedonic appeals be applied to less 'pleasurable' sustainable actions, and what are the ethical considerations of framing environmental responsibility as a source of personal enjoyment?

05

Design Principles

"Leverage hedonic value to drive sustainable behavior."

This research offers a novel, cost-effective strategy for the hospitality industry to reduce environmental impact by influencing guest behavior. By tapping into the psychological drivers of pleasure and value, designers and marketers can create more impactful sustainability initiatives.

06

What This Means for Your Design

Making eco-friendly choices feel good and enjoyable can make people more likely to do them, even more than saving money.

How to use in your project

  • 1.Reference this study when exploring user motivation for sustainable choices, particularly when financial incentives are not feasible or desirable.
  • 2.Use the concept of hedonic appeals to justify design choices that aim to make sustainable actions more attractive to users.
07

Add to My Project

08

Quick Cite

Paragraph starter

Research indicates that framing sustainable actions with hedonic appeals, emphasizing pleasure and value creation, can be a highly effective strategy for influencing consumer behavior. For instance, in the hospitality sector, this approach has been shown to be as effective as financial incentives in reducing resource consumption (e.g., room cleaning requests) while also being more profitable and maintaining guest satisfaction. This suggests that designers should consider integrating emotional and experiential benefits into the communication of sustainable features to encourage adoption and engagement.

09

Source

Tourism Management

It's a pleasure to stay sustainably: Leveraging hedonic appeals in tourism and hospitality

journal · 2024

View source

Questions About This Research

What does the research say about hedonic appeals boost sustainable guest behavior in hospitality?
Shift from purely functional or obligation-based sustainability messaging to one that highlights the enjoyable and rewarding aspects of eco-friendly choices for guests. Evidence: Tourism Management (2024).
Why does "Hedonic Appeals Boost Sustainable Guest Behavior in Hospitality" matter for design?
This research offers a novel, cost-effective strategy for the hospitality industry to reduce environmental impact by influencing guest behavior. By tapping into the psychological drivers of pleasure and value, designers and marketers can create more impactful sustainability initiatives.
How can designers apply this research?
Shift from purely functional or obligation-based sustainability messaging to one that highlights the enjoyable and rewarding aspects of eco-friendly choices for guests.
What were the main findings?
Hedonic appeals, when paired with sustainability messaging, are effective in reducing room cleaning requests.. This combined approach is at least as effective as financial incentives.. The effectiveness of hedonic appeals is driven by guest value creation.. The hedonic appeal strategy is the most profitable, considering costs and benefits.
What research method was used?
Field and laboratory experiments.
How strong is the evidence?
Evidence strength is rated Strong effect, based on a 2024 journal from Tourism Management.
What should I do differently in my next project?
In hotel communications (e.g., in-room notices, booking confirmations, app notifications), use phrases that emphasize the enjoyable experience of contributing to sustainability, such as 'Enjoy a refreshed room and a cleaner planet' or 'Indulge in a guilt-free stay.'
What are the limitations?
Effectiveness may vary across different cultural contexts and guest demographics. Long-term behavioral change beyond the experimental period is not fully assessed.