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- The effects of message framing in CSR advertising on consumers’ emotions, attitudes, and behavioral intentionsPublication . Stadlthanner, Katja Anna; Andreu, Luisa; Ribeiro, Manuel Alector; Font, Xavier; Mattila, Anna S.While recent research on sustainability communication demonstrates the relevance of message framing, research on the effects of message framing on consumers' emotions is scant. Using the Stimulus-Organism-Response (5-0-R) framework, this paper examines the impact of environmental advertisements (stimuli) on two discrete emotions - hope and guilt - (organism) and how these emotions influence consumers' behavioral intentions (responses). Relying on the prospect theory, this study focuses on positive (gain) and negative (loss) frames. Study 1 shows that, in the context of Corporate Social Responsibility (CSR), a gain message elicits hope while a loss-message triggers guilt. Study 2 shows that both emotions positively influence consumers' attitudes toward the cause; however, only hope affects attitude toward the company. Attitudes toward the cause and the company, in turn, influence consumers' behavioral intentions.
- Co-learning through participatory evaluation: an example using theory of change in a large-scale EU-funded tourism interventionPublication . Montano, Luigina Jessica; Font, Xavier; Elsenbroich, Corinna; Ribeiro, Manuel AlectorTourism interventions, as tools for social change and preservation of natural and cultural assets are inherently complex. This study presents an improved method for the evaluation of complex tourism interventions. We argue that participatory methods can promote a culture of evaluation that supports partners throughout evidencing project impacts, eliminating negative attitudes to evaluation resulting from fear of being judged on performance. We demonstrate that Theory of Change (ToC) is an effective tool that allows organisations to actively co-create and own an evaluation strategy to ensure the delivery of project outcomes. We show how ToC can be applied as a useful process and impact evaluation tool. This paper represents a novel methodological application of ToC based on participatory approaches to evaluation to disseminate knowledge and to improve decision-making in the field of tourism interventions and tourism policy making.
- How environmental gain messages affect cause involvement, attitude and behavioural intentions: the moderating effects of CSR scepticism and biospheric valuesPublication . Stadlthanner, Katja Anna; Andreu, Luisa; Font, Xavier; Ribeiro, Manuel Alector; Currás-Pérez, RafaelPurpose This study examines the direct effect of outcome message frames (gain vs loss) on cause involvement and the moderating roles of consumers' corporate social responsibility (CSR) scepticism and biospheric values. Furthermore, the authors analyse (1) the effects of gain-framed messages on consumer attitudes towards an environmental cause (i.e. the use of reusable coffee cups) and towards the company promoting the cause (a coffee shop chain); (2) how consumer attitudes towards the cause affect their attitudes towards the company; and (3) how consumer attitudes towards both the cause and the company affect their behavioural intentions towards both the cause and the company. Design/methodology/approach Using a 2 x 1 scenario-based, experimental design with a gain vs loss stimuli, Study 1 (n = 466) examines the moderating effects of CSR scepticism and biospheric values on the relationship between message framing and consumer cause involvement. Using gain-framed stimuli, Study 2 (n = 958) analyses the effects of cause involvement variations on attitudes and behaviours, through structural equation modelling. Findings Gain-framed messages are more effective than loss-framed messages at increasing cause involvement in consumers. Both CSR scepticism and biospheric values moderate the relationship between gain-framed messages and cause involvement. Cause involvement enhances consumer attitudes towards both the cause and the company promoting it, while company attitudes towards a cause positively influence consumers' behavioural intentions. Originality/value This study recommends that environmental CSR advertising managers should use gain-framed messages to positively influence consumer cause involvement.
- Impact evaluation with process tracing: explaining causal processes in an EU-interreg sustainable tourism interventionPublication . Montano, Luigina Jessica; Elsenbroich, Corina; Font, Xavier; Ribeiro, Manuel AlectorDrawing from the field of complex evaluations we discuss a novel application of process tracing for the evaluation of complex tourism interventions. We argue that to better evidence impact of tourism interventions and facilitate policy transfer we ought to adopt approaches to evaluation that allow us to deepen our understanding of causal mechanisms at play in an intervention. We adopt process tracing as a qualitative, theory-based evaluation method to make within-case causal inferences about impact. To showcase the method, we apply it to evaluate the outcomes of a real-world EU-Interreg sustainable tourism intervention called "EXPERIENCE," implemented across six pilot regions across France and England. We argue that deepening our understanding of how interventions work in a local context is necessary for the design and transferability of future interventions across similar contexts.
- Harnessing the power of stories: evaluating complex tourism interventions through a ‘most significant change’ approachPublication . Montano, Luigina Jessica; Font, Xavier; Elsenbroich, Corinna; Ribeiro, Manuel AlectorThis study explores the power of the story-based 'Most Significant Change' evaluation method to evidence the impacts of a complex sustainable tourism intervention implemented through the cross-border EU-INTERREG 'EXPERIENCE' project across six regions on the French-English Channel. The method provides a participatory evaluation framework to capture contextual changes by collecting and analysing personal stories of change considered significant by those directly affected. As intervention-driven changes are often unpredictable and non-linear, the method supports researchers in exploring and learning about unexpected or complex outcomes emerging from the stories. Findings highlight the effectiveness of this narrative approach in capturing complex, unforeseen changes that may not be quantifiable through pre-defined performance indicators. The study contributes to evaluating EU-funded regional development programmes in tourism.