Artikel
Developing ethical consumer personas for the tourism industry: A means-end approach
This paper introduces a method to develop ethical consumer personas for the tourism industry based on personal values as a motivational construct influencing consumer decisions in tourism. These personas, i.e. archetypes of ethical consumers, advance previously developed shades of ethical tourists ranging from soft to hard, more or less committed (e.g. Swarbrooke and Horner 2007) differing in their interest and actual ethical behaviours. The interest in consumer personas surfaces in reports on consumer goods companies (Janke, 2019) or the Slowenian Tourism Board (2016) who work with their own developed consumer personas and personas discussed in the literature on design thinking (Uebernickel et al 2015).
- Language
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Englisch
- Bibliographic citation
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Journal: PraxisWISSEN Marketing ; ISSN: 2509-3029 ; Volume: 5 ; Year: 2020 ; Issue: 01/2020 ; Pages: 41-52 ; Berlin: Arbeitsgemeinschaft für Marketing (AfM)
- Classification
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Management
- Subject
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Consumer personas
means-end theory
laddering interviews
ethical consumer motivation
- Event
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Geistige Schöpfung
- (who)
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Sahm, Steffen
- Event
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Veröffentlichung
- (who)
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Arbeitsgemeinschaft für Marketing (AfM)
- (where)
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Berlin
- (when)
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2020
- DOI
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doi:10.15459/95451.39
- Handle
- Last update
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10.03.2025, 11:44 AM CET
Data provider
This object is provided by:
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. If you have any questions about the object, please contact the data provider.
Object type
- Artikel
Associated
- Sahm, Steffen
- Arbeitsgemeinschaft für Marketing (AfM)
Time of origin
- 2020
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