The Relative Effect of Message-Based Appeals to Promote Water Conservation at a Tourist Resort in the Gulf of Thailand

Abstract

The lodging industry uses large amounts of water each day for overnight guests. Although some hotels rely on direct mechanisms to control water usage, patrons are asked frequently to participate in linen–towel reuse programs, thus reducing demand. This cost-cutting measure is a shrewd business practice because it conserves resources and reduces operational expenses simultaneously. Hotels often advertise this “green” form of corporate social responsibility to increase market share. A field study was designed to evaluate the effectiveness of message-based appeals at an island resort in Thailand. Social norms were shown to be effective in promoting towel reuse behavior. Over two-thirds of the tourists hung up their towels after viewing a water conservation message placed in their rooms (descriptive, 59.3%; descriptive + injunctive, 65.5%; injunctive, 84.5%; and economic, 61.3%), while 25.5% were compliant without being prompted. Since reactions to the appeals differed significantly, water conservation strategies should focus on market-based segments.