How do visitors respond to sustainable tourism interpretations? A further investigation into content and media format

This study examines and verifies effects of media content and format on visitors' responses to sustainable tourism interpretations in two World Natural Heritage Sites. It differentiates itself from existing studies on tourism interpretations by designing interpretations depending on media format and sensory cues, as well as interpretation content – sustainability aspect & cultural style. The present study identifies the superior role of interpretation cultural style (aesthetic vs. scientific) in visitors' responses to sustainable tourism interpretations, compared to sustainability aspect and media format. In addition, results indicate that interpretations that incorporated visual sensory cues, such as videos and brochures, are more effective regarding visitors’ perceived knowledge, attitudes and behavoral intention than those without visual cues, such as audio. Findings provide implications for sustainable tourism interpretations in natural tourist attractions in terms of contents and media formats.