Equilibrio entre turismo y medio ambiente: medición de actitudes implícitas y explícitas de los turistas hacia los mensajes visuales de conservación. El artículo genuino
DOI:
https://doi.org/10.25145/j.pasos.2024.22.015Palabras clave:
Implicit attitudes, Conservation messages, Implicit Association Test, Conservation attitudes, Persuasive messages, Tourism and conservationResumen
Los mensajes visuales son ampliamente usados para influir positivamente en las actitudes conservacionistas de los visitantes de destinos turísticos, estos suelen ser de carácter persuasivo o prohibitivo. De acuerdo con la literatura las actitudes se clasifican como explicitas (conscientes) o implícitas (subconscientes) y pueden existir diferencias entre ellas hacia un mismo objeto de actitud. El trabajo realizado presenta el análisis de dichas actitudes hacia mensajes visuales prohibitivos y persuasivos enfocados en la correcta disposición de la basura en un atractivo turístico. Se aplicó un cuestionario estructurado como medición explicita y el Test de Asociación Implícita para la medición implícita en dos destinos de sol y playa del Caribe Mexicano. Después de las pruebas realizadas se establece que ambos mensajes (persuasivo y prohibitivo) son efectivos a nivel explicito; sin embargo, a nivel implícito el mensaje persuasivo produce actitudes más favorables, siendo una mejor oportunidad para influir positivamente en actitudes conservacionistas.
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Derechos de autor 2023 Alejandro Alvarado-Herrera
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-SinDerivadas 4.0.
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