How Does Message Framing Influence Hotel Guests’ Participation in Linen Reuse Programs?

hotel-towels-253366-mAAA estimates that this Thanksgiving there will be 37.29 million Americans traveling fifty miles or more from home. As many Americans fill hotels across the country, there’s a good chance they’ll find a message in their rooms encouraging them to participate in the hotel’s linen reuse program. But how can hotels increase guest participation in this program? A recent study published in Cornell Hospitality Quarterly entitled “The Influence of Message Framing on Hotel Guests’ Linen-Reuse Intentions” found that the use of appropriate message framing could have a higher rate of success.

The abstract:

Hotels have attempted numerous approaches to encourage guests to participate in linen-reuse programs. One of the most promising methods is to cqx coveruse appropriate message framing. A study of 427 travelers to Charleston, South Carolina, examined the participants’ opinion of how they would respond to various message frames. A comparison of the messages that are framed as gains versus those framed as losses found that the guests generally responded to a message framed as avoiding a loss, in this case, one that said “don’t miss out.” However, the study also found that mentioning the destination city by name effectively trumped the loss framing. Particularly for first-time travelers, specifically mentioning Charleston in the message increased the respondents’ opinion that they would be likely to participate in a linen-reuse program. The destination name had less effect for returning travelers, who did, however, respond to the “don’t miss out” message.

You can read “The Influence of Message Framing on Hotel Guests’ Linen-Reuse Intentions” from Cornell Hospitality Quarterly for free by clicking here. Want to get all the latest news and research from Cornell Hospitality Quarterly? Click here to sign up for e-alerts!

This entry was posted in Communication, Customer Engagement, Decision making, Engagement, Environmental and Social Issues, Hospitality Management, Hospitality Marketing, Motivation, Psychology, Strategy, Sustainability, sustainable business, Travel and tagged , , by Cynthia Nalevanko, Senior Editor, SAGE Publishing. Bookmark the permalink.

About Cynthia Nalevanko, Senior Editor, SAGE Publishing

Founded in 1965, SAGE is the world’s leading independent academic and professional publisher. Known for our commitment to quality and innovation, SAGE has helped inform and educate a global community of scholars, practitioners, researchers, and students across a broad range of subject areas. With over 1500 employees globally from principal offices in Los Angeles, London, New Delhi, Singapore, Washington DC, and Melburne, our publishing program includes more than 1000 journals and over 900 books, reference works and databases a year in business, humanities, social sciences, science, technology and medicine. Believing passionately that engaged scholarship lies at the heart of any healthy society and that education is intrinsically valuable, SAGE aims to be the world’s leading independent academic and professional publisher. This means playing a creative role in society by disseminating teaching and research on a global scale, the cornerstones of which are good, long-term relationships, a focus on our markets, and an ability to combine quality and innovation. Leading authors, editors and societies should feel that SAGE is their natural home: we believe in meeting the range of their needs, and in publishing the best of their work. We are a growing company, and our financial success comes from thinking creatively about our markets and actively responding to the needs of our customers.

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