20.500.12556/DKUM-89858 Dojemanje podnebnih sprememb in preverjanje učinkovitosti apelov strahu v oglaševanju zelenih hotelov diplomsko delo univerzitetnega študija Perception of climate change and veryfing the effectiveness of fear appeals in green certificates advertising Vprašanje blaženja podnebnih sprememb je osrednje problemsko področje tudi za turizem, kjer ima pomembno vlogo spodbujanje prepoznavnosti trajnostnega certificiranja, kot je Zeleni ključ za turistične nastanitve. Za uspešno delovanje tovrstnih certifikatov je pomembno, kakšno mnenje imajo o njih potencialni gosti in na kakšen način je smiselno izpostavljati certifikate v oglaševanju nastanitev. V skladu s teorijo apelov strahu v prepričevalnem komuniciranju so sporočila o negativnih posledicah podnebnih sprememb lahko učinkovita, vendar le dokler mera strahu ni previsoka in ima občinstvo na voljo učinkovite načine za odpravljanje grožnje. V zaključnem delu smo z eksperimentalno metodo preverjali učinkovitost apelov strahu o podnebnih spremembah in prisotnost certifikata v oglasu na odnos do oglasa, odnos do podobe hotela, namero rezervacije in percepcijo zelenega zavajanja. Eksperimentalna metoda ni pokazala razlik med skupinami glede na tip oglasa: apel strahu ni imel vpliva na odločitve anketirancev, niti ni bilo razlik glede na prisotnost certificiranja v oglasu. Rezultati torej kažejo nizko možnost doseganja sprememb z zgolj enim oglasom in v spletnem okolju, kjer je pozornost občinstev nizka. Je pa raziskava pokazala statistično značilne korelacije med odvisnimi spremenljivkami in okoljevarstvom in odnosom do certificiranosti. Nadalje, rezultati naloge so pokazali, da so bili anketiranci močno naklonjeni okoljevarstvu ter so imeli pozitiven odnos do trajnostnih ali okoljskih certifikatov. Sklepamo, da je smotrno spodbujati turistične ponudnike k zelenim praksam glede na pozitivne ocene certificiranja. Glede vprašanja o vlogi apelov strahu pri komuniciranju podnebnih sprememb pa svetujemo nadaljnje raziskovanje, ki bo vključevalo dolgoročnejše spremljanje učinkov komuniciranja. The issue of mitigating climate change is also a central problem area for tourism, where promoting the visibility of sustainable certification, such as the Green key for tourist accomodation, plays and important role. For the successful operation of such certificates, it is important what opinion potential guests have about them and in what way it makes sense to highlight the certificates in accomodation advertising. According to the theory of fear appeals in persuasive communication, messages about the negative consequences of climate change, can be effective, but only as long as the level of fear is not too high and the audience has available effective ways to eliminate the threat. In the final part, we used an experimental method to test the effectiveness of appeals to fear about climate change and the presence of a certificate in the advertisement on the attitude towards the hotel, the intention to book and the perception of green deception. The experimental method showed no differences between the groups according to the type of ad: the fear appeal had no influence on the respondents' decisions, nor were there any differences according to the presence of certification in the ad. The results therefore show a low chance of achieving change with just one ad and in an online environment where audience attention is low. However the research showed significant correlations between the dependent variables and environmentalism and attitudes towards certification. Furthermore, the results of the task showed that the respondents were strongly in favor of environmental protection and had a positive attitude towards sustainable certificates. We conclude that is its expedient to encourage tourism providers to green practices in view of the positive evaluations of the certification. Regarding the question of the role in fear appeals in climate change communication, we advise further research that will include longer-term monitoring of the effects of communication. hotel trajnost certifikat podnebne spremembe apel strahu. hotel sustainability certification climate change fear appeal. true true false [T. Tratar] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2024-08-14 14:38:22 2024-10-18 14:54:59 2024-10-19 03:11:38 0000-00-00 00:00:00 2024 0 Maribor 0 Brežice 103 str. 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 640.412:502.131.1(043.2) 212147715 UN_Tratar_Tadeja_2024.pdf UN_Tratar_Tadeja_2024.pdf 1 ECF01006C744D271367EC142DFCD0316 be4cc92f97936ea1ea9a846dab2d98b6bc2181de0267e99cbaf6a4b475774359 323ffeba-5ba1-11ef-acc3-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=182500 Fakulteta za turizem 0 0 0