Department of Business Administration invites to a public research seminar.
Thursday 22 May 2025 at 15:00-16:30 in room SOC-356 / MS Teams
A presentation by Aditi Sarkar Sengupta, PhD (Assistant Professor at the Department of Business Administration of TalTech SBG).
📝Tourism providers often set long-term sustainability goals to signal their long-term commitment to environmental responsibility. However, these distant-future goals can paradoxically reduce tourists’ engagement, as they may be perceived as less urgent. Thus, the present study draws on the Temporal Construal Theory to understand when and how the temporal framing of sustainability goals influences tourists’ engagement. The results of four experiments and a follow-up qualitative study showed that distal sustainability goals (e.g., 2050) increase perception of the lack of urgency and reduce tourists’ engagement. However, we found that two interventions, sustainability performance information and environmental scarcity cues, effectively mitigate the adverse effects of distal goals. The findings of this research offer valuable insights for tourism providers in developing effective sustainability and communication strategies that enhance tourist engagement, ultimately supporting the achievement of their long-term sustainability goals and contributing to broader environmental outcomes.
Aditi Sarkar Sengupta, assistant professor at the School of Business and Governance, Tallinn University of Technology. Her research interests are mainly related to services marketing, consumer behaviour, and business growth strategies.
The seminar is in English. Further information: pia.riips@taltech.ee