This research examines how the visual cue of a handwritten (vs. typewritten) typeface, affects tourists’ responses to the marketing of green tourism. We draw on the visual marketing literature to propose that a handwritten typeface leads to more positive responses toward green destinations/products/hospitality (i.e., anticipation of enjoyment, willingness to pay, and booking intention) via tourists’ perception of greenness. We also find that the enhancing effect of a handwritten typeface occurs only in the green (as opposed to luxury) travel context. This effect is mitigated, however, when tourists are made conscious of greenness. Four experiments using different product and service categories across two countries support our hypotheses. Our findings contribute to the literature on green tourism, typeface design, and tourists’ perception of greenness, and provide practical guidelines that can help tourism companies and policymakers design effective green communication strategies.

中文翻译：

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“感受绿色”：手写字体如何影响游客对绿色旅游产品和服务的反应

这项研究探讨了手写（与打字）字体的视觉提示如何影响游客对绿色旅游营销的反应。我们借鉴视觉营销文献提出，手写字体可以通过游客对绿色的感知，对绿色目的地/产品/酒店产生更积极的反应（即享受的预期、支付意愿和预订意向）。我们还发现，手写字体的增强效果仅发生在绿色（而不是豪华）旅行环境中。然而，当游客意识到绿色时，这种影响就会减轻。在两个国家使用不同产品和服务类别的四项实验支持了我们的假设。我们的研究结果为有关绿色旅游、字体设计和游客绿色感知的文献做出了贡献，并提供了实用指南，可以帮助旅游公司和政策制定者设计有效的绿色传播策略。