Impacts of environmental communication on pro-environmental intentions and behaviours: a systematic review on nature-based tourism context
Mu He, Clara-Jane Blye, Elizabeth Halpenny
Abstract
Environmental communication interventions are employed in nature-based tourism settings to achieve environmental protection. However, much still needs to be studied to understand what interventions work, how and why. This review summarises the research design and outcomes of 54 empirical studies, published in English-language peer-reviewed journals where communications were used to foster visitors’ pro-environmental intentions or actual behaviours. Our analysis suggests that environmental communication can be a useful tool although mixed results were often observed. Personal interpretation interventions were slightly more common than non-personal communications, and produced a higher portion of positive changes in pro-environmental behaviors and intentions. The use of Theory of Planned Behaviour was most commonly observed. Research on the efficacy of environmental communications is increasing; we suggest priorities to guide this accelerating research activity. Under-researched communications approaches include visual communications and digital tools. Increased comparison of content and delivery modes within the same study and in different nature-tourism contexts is needed, especially with diverse populations (e.g. cultural) and distinct sub-groups (e.g. pro- vs. non-environmental market segments). We advocate for increased diversity of research methods (e.g. qualitative) and robust design (e.g. longitudinal) to better understand visitors’ behaviours, with reduced use of attitudes, knowledge and intentions as dependent variables.