| Summary: | This article investigated if the rational and hedonic of sustainability
stimuli inserted in communications of touristic leisure destinations,
moderated by emotions, involvement and ecological awareness are
related to the consumer intention to visit a tourist destination. The
research was made through an experimental design with manipulation
between groups. Text messages manipulated the sustainability stimuli,
and presented only one manipulated condition to each participant. It
was found that the hedonic sustainability stimuli have a stronger effect
over the consumer’s intention, especially to those with low ecological
awareness. The study contributes to literature by revealing that despite
the emotion constructs and the fact that ecological involvement and
awareness are not strong moderators in the relation between rational
or hedonic sustainability stimuli and intention, they are aspects that,
when positively activated, especially from hedonic arguments of
sustainability, generate greater intention to visit destination by the
consumer.
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