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Using persuasive communication to promote sustainable recreational use of an ocean beach
Book chapter

Using persuasive communication to promote sustainable recreational use of an ocean beach

Betty Weiler, Kay Dimmock and Kirin Apps
Handbook on Tourism and Behaviour Change, pp.64-80
Research Handbooks in Tourism series, Edward Elgar Publishing
07/11/2023
DOI: https://doi.org/10.4337/9781800372498.00012

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Abstract

Persuasive communication water-base recreation Communication intervention Behaviour change Mental imagery Credibility
This chapter reports on a multi-stage project that used behavioural and persuasive communication theory to change visitor behaviour. A spike in shark incidents on the east coast of Australia precipitated a suite of marine management and local government responses aimed at enhancing beach safety and sustainable coastal tourism. As part of these, this study developed and tested a communication intervention (CI) to persuade visitors to engage in water-based recreation at ocean beaches. The chapter focuses on the the efficacy of the CI in shifting the key drivers of and intention to engage in the behaviour. The CI employed imagery and credibility as key elements of persuasive communication. The chapter considers the usefulness and caveats for applying this study’s theories and methods to impact ocean-based recreation and similar types of tourist behaviours. It also points to avenues for harnessing persuasive communication theory and assessing its efficacy in fostering behavioural outcomes.

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