The emerging peer-to-peer platforms enable individual tour guides to market themselves via online profiles. Given the growing societal interest in responsible tourism, tour guides can utilize online profiles to communicate responsible tourism endeavors that showcase positive moral character. However, how consumers respond to such expressions of responsible conduct is unknown. Through four experiments, we find that a moral self-description (vs. social or control) elicited higher elevation, further enhancing trust and enjoyment, leading to more favorable consumer responses (i.e., booking intention, willingness to pay, and likelihood to recommend). Thus, the underlying mechanisms are explained by elevation, trust, and enjoyment. Moreover, consumers' self-esteem and tour guides' motives are two boundary conditions. Specifically, positive reactions to the tour guide's morality expression are more pronounced among high self-esteem individuals and when the guide is intrinsically motivated. This research contributes to the literature on P2P tourism services and offers practical implications for tourism providers.

中文翻译：

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道德表达推动 P2P 导游的良好消费结果：提升、信任和享受的作用


新兴的点对点平台使个人导游能够通过在线个人资料推销自己。鉴于社会对负责任旅游的兴趣日益浓厚，导游可以利用在线资料来传达展示积极道德品质的负责任旅游努力。然而，消费者如何回应这种负责任的行为表达尚不清楚。通过四个实验，我们发现道德自我描述（相对于社会或控制）会引起更高的提升，进一步增强信任和享受，从而产生更有利的消费者反应（即预订意愿、支付意愿和推荐可能性）。因此，潜在机制可以用提升、信任和享受来解释。此外，消费者的自尊和导游的动机是两个边界条件。具体来说，对导游道德表达的积极反应在高自尊的人中以及当导游有内在动机时更为明显。这项研究有助于 P2P 旅游服务的文献，并为旅游提供商提供实际意义。