The anchoring effect of aviation green tax for sustainable tourism, based on the nudge theory
- Title
- The anchoring effect of aviation green tax for sustainable tourism, based on the nudge theory
- Author
- 현성협
- Keywords
- Nudge theory; anchoring effect; aviation green tax; pro-environmental identity
- Issue Date
- 2021-04
- Publisher
- ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
- Citation
- JOURNAL OF SUSTAINABLE TOURISM, v. 29, NO. 7, Page. 1082-1097
- Abstract
- Anchors functions as a reference point for human behavior to adjust the boundaries of a plausible range of values for a question, assuming that a given anchor is greater than the boundary value for a range of plausible answers. This study tests the anchoring effect on travelers who may need to pay aviation green tax. The analyses results reveal that the anchor had a significant effect on approximately 65% of the total of 333 participants (excluding those who entered the same amount before and after (N = 216). This study contributes to the literature on sustainable tourism by investing the factors that induce voluntary change in consumer behavior. The practical implications are to improve transparency and to minimize tax resistance by positively influencing converting travelers' perceptions of aviation green taxes. Further, in countries where aviation green tax is not introduced, these results could serve as a guide to encourage travelers' voluntary participation to pay aviation green taxes. As such, tourists' voluntary participation will contribute to sustainable tourism in the long-term.
- URI
- https://www.tandfonline.com/doi/full/10.1080/09669582.2020.1820017https://repository.hanyang.ac.kr/handle/20.500.11754/177305
- ISSN
- 0966-9582;1747-7646
- DOI
- 10.1080/09669582.2020.1820017
- Appears in Collections:
- COLLEGE OF SOCIAL SCIENCES[S](사회과학대학) > TOURISM(관광학부) > Articles
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