A man pointing at a mountain in the sunset

Project: Social cues for environmental messaging in tourist destinations – an experimental design

A project about social attention, tourism and environmental messages.

Project information

Project manager
Miralem Helmefalk
Other project members
Stephan Reinhold, Marianna Strzelecka, Mats Wahlberg
Participating organizations
Linnaeus University
Linnaeus Knowledge Environment: Sustainable Tourism (KEST) – a burgeoning knowledge environment
1 Jun 2023 – 31 Dec 2024
Tourism Studies (Department of Marketing and Tourism Studies, School of Business and Economics) & Media Production and Journalism (Department of Media and Journalism, Faculty of Arts and Humanities)

More about the project

The purpose of the project is to understand how individuals pay attention to environmental messages. To this end, we study social attention and its components. From a research perspective, there are inconsistent results on how this works in different contexts (e.g., when participants are in movement or waiting, lab vs real-life), e.g., in relation to pointing hands and arrows. Our objective is to explore this with several experiments examining and explaining how we can direct tourists’ attention to pro-environmental messages.