TY - JOUR
T1 - Communicating Green Innovation to Online Communities
T2 - Evidence from Sports Mega Events
AU - Qin, Xiangru
AU - Muskat, Birgit
AU - Xia, Haiyang
AU - Mair, Judith
AU - Li, Gang
N1 - The Author(s) 2024
PY - 2024/6/25
Y1 - 2024/6/25
N2 - Tourism and event organizers implement green innovation to mitigate the negative environmental impacts they cause. However, how to effectively communicate these green innovations to online communities remains a challenge. Drawing on message framing and construal level theories, we collected 503 tweets and used an exploratory sequential mixed-methods approach to analyze the textual data. First, we conducted abductive coding analysis, identifying two novel framing forms, innovative and value chain framings. Second, using negative binomial regressions, we found that input-value (vs. output-value) framing is often used but decreases online engagement. Moreover, proximal (vs. distal) framing is less used but enhances online engagement. Third, we explored the moderating effect of green innovation, revealing that innovative and proximal framings are more effective for green organizational innovation, whereas emotional framing is more effective for green service innovation. This study offers novel insights on how to strategically communicate green innovation to event online communities.
AB - Tourism and event organizers implement green innovation to mitigate the negative environmental impacts they cause. However, how to effectively communicate these green innovations to online communities remains a challenge. Drawing on message framing and construal level theories, we collected 503 tweets and used an exploratory sequential mixed-methods approach to analyze the textual data. First, we conducted abductive coding analysis, identifying two novel framing forms, innovative and value chain framings. Second, using negative binomial regressions, we found that input-value (vs. output-value) framing is often used but decreases online engagement. Moreover, proximal (vs. distal) framing is less used but enhances online engagement. Third, we explored the moderating effect of green innovation, revealing that innovative and proximal framings are more effective for green organizational innovation, whereas emotional framing is more effective for green service innovation. This study offers novel insights on how to strategically communicate green innovation to event online communities.
U2 - 10.1177/00472875241260327
DO - 10.1177/00472875241260327
M3 - Article
SN - 0047-2875
JO - Journal of Travel Research
JF - Journal of Travel Research
ER -