How to enhance tourist perceptions of environmental issues through nature images: An importance-performance analysis

Authors

Hye Jeong Park, Iowa State UniversityFollow
Eunkyoung Park, Iowa State UniversityFollow

Abstract

Environmental problems have been discussed as a serious issue across the world. To conserve nature, many environmental organizations have tried to facilitate tourists’ environmental perceptions by using nature images on their websites. However, few guidelines have been introduced regarding how to select appropriate nature images. Given this gap, this study conducted an importance-performance analysis (IPA) which provides the specific guideline for the use of appropriate nature images through nature-related websites. A total of 526 participants were recruited through an online survey. The results revealed that 14 nature images were categorized as Useful, Healthy, and Spontaneous nature images and identified different environmental perspectives between website visitor and non-visitor groups. These findings can be a valuable reference for website designers and stockholders to select effective nature images in encouraging people’s positive environmental perceptions. Moreover, the current study demonstrates the usefulness of IPA as a measurable tool in investigating what factors of nature images should be presented to enhance environmental perceptions through nature-related websites.

Keywords

nature images, environmental perceptions, nature-related websites, importance-performance analysis, quantitative research

Chinese Abstract

如何通过自然图像增强游客对环境问题的感知：重要性 - 表现分析

环境问题已成为引起全球范围内讨论的严重问题。为了保护环境，许多环保组织试图通过在其网站使用自然图像的方式来辅助游客对于环境的感知。然而，关于如何选取合适的图像方面却少有指引。鉴于此不足之处，本研究进行了一项重要性-表现分析，旨在为与自然相关的网站如何选取合适的自然图像提供具体指引。研究共招募了526位参与者进行网上调研，结果显示，14个图像被分类为有用的、健康的、和自发的自然图像，并确定了网站访问者和非访问者群体之间不同的环境观点。这些研究发现为网页设计者和股东选取有效的自然图像以鼓励人们产生正面的环境感知提供有价值的参考。此外，本研究亦展示重要性-表现分析作为一个衡量工具能够有效调查在自然相关的网页上自然图像的哪些因素能够增强环境感知这一课题。

自然图像，环境感知，自然相关的网页，重要性-表现分析，定量研究

DOI

10.5038/2640-6489.5.2.1132

Recommended Citation

Park, H., & Park, E. (2020). How to enhance tourist perceptions of environmental issues through nature images: An importance-performance analysis. Journal of Global Business Insights, 5(2), 120-133. https://www.doi.org/10.5038/2640-6489.5.2.1132

Creative Commons License

This work is licensed under a Creative Commons Attribution-Noncommercial 4.0 License