Guests' like to use their character strengths, it makes better tourism expereinces
Asking visitors to be more environmentally friendly during their holiday might actually enhance their holiday experience. New research suggests that tapping into visitors’ character strengths through co-created experiences could not only make a positive environmental contribution but also create more memorable experiences that build a business’ competitive position.
Using the context of luxury eco-cottages, this study draws on positive psychology to investigate how guests might be encouraged to engage in onsite pro-environmental behaviours.
Our survey of 145 tourists' pro-environmental behaviours and attitudes from open-ended responses were analysed for the presence of character strengths and tested against responses to pro-environmental attitudes, intentions and behaviours. Results indicate that tourists who displayed character strengths were more likely to report engaging in pro-environmental behaviours or hold pro-environmental attitudes.
Furthermore, some character strengths, e.g. curiosity, judgement, social intelligence, self-regulation, hope and citizenship, were more prevalent in the analysis. Consequently tourism experiences designed to appeal to specific character strengths could encourage tourists to adopt pro-environmental behaviours.
Co-created experiences between host and visitor have the potential to build visitor's satisfaction because by successfully drawing on character strengths can build a positive sense of happiness and fulfilment