Florian Gasser
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Dr.
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Gasser
First name
Florian
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florian.gasser@unisg.ch
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+41 71 224 28 43

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Corporate Social Responsibility (CSR) Communication in Ski Tourism Impact of Different Communication Styles on Customer Perception and Sustainable Behavior

2024-03-04 , Florian Gasser , Mauro Luis Gotsch

Due to the reliance on low temperatures and snowfall, ski tourism is particularly vulnerable to the effects of climate change. Swiss ski destinations have reacted to the challenge by investing into a more sustainable infrastructure as well as communication measures to highlight their individual contribution to the mission of carbon neutrality to their customers (e.g., the Swisstainable program). However, events such as the warm winter of 2022 or the use of contentious technologies like snowmaking complicate the perceived authenticity of these efforts from the customer's perspective. Consequently, the question arises whether proactive communication of sustainability efforts can also be detrimental from a brand strategy perspective. Initial studies in the tourism industry on greenhushing, namely the concealment of sustainability efforts, indicate that this phenomenon is widespread. Especially the hospitality industry tries to avoid indirectly criticizing their guests for their consumption. At the same time, these studies also show that active customer involvement in sustainability efforts results in higher approval rates among guests than deliberately concealing the same activities. In a survey experiment amongst 434 winter tourists from the Germanspeaking Alpine region, this study examines whether ski destinations can increase both positive customer perception and desired sustainable behavior, such as arrival by public transport, by involving customers in their CSR messages. The results highlight the effectiveness of CSR-focused brand messages from ski destinations and demonstrate that greenhushing is not desirable from the customer's perspective. Additionally, it was found that by directly involving guests in CSR-communication, their psychological distance to the topic was reduced and sustainable behavioral intentions could be increased. Ski destinations can use these findings to sharpen their marketing strategy and simultaneously increase desired sustainable behavior among guests.

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The Art of Social-Media-Influence

2022-06-30 , Gasser, Florian

EN: In keeping with the trend of the attention economy, social media influencer marketing is a growth market that runs across the lifestyle themes of beauty, luxury, fashion, travel, and food. This article explores the status quo of this phenomenon and highlights current trends and the resulting challenges for marketers and influencers.

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Digitalisierung im Schweizer Tourismus: Progress Report

2021-08 , Laesser, Christian , Schegg, Roland , Bandi Tanner, Monika , Liebrich, Andreas , Gasser, Florian , Ogi, Roman , Stuber-Berries, Nicole , Fux, Michael

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Das Dilemma der EU-Wahlbeteiligung - Europawahlanalyse 2014

2015 , Gasser, Florian

The election of the European parliament ranks among as one of the most important elections of the whole world. The European people, however, might not realize how important it is so that the turnout of this election is by far lower than the turnouts of the national elections of the member states. If we consider the latest election results this master’s thesis sets the focus on the Second Order Election Theory and its validity after the election of the European Parliament in 2014. Furthermore it will be analysed, why the individual European Parliament election turnover rates of the different member states are so much lower from their retro perspective national election. This is remarkable, especially because the data of the Eurobarometer shows that the reputation of the European Union is far above average. The development of the turnover rates of the national and the European elections have decreased constantly over the last thirty years. However, the difference between the turnout of the European elections and the national elections is on average still above 20 % in favour of the national elections. This leads to a strong bias distortion of the election readiness, which veils the main election intentions of the voters of specific member states. The fact that not all data from the research institutes were available at the time of this study opens a lot of additional research opportunities in the future.

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Nachhaltigkeitskommunikation im Skitourismus Auswirkung von verschiedenen Kommunikationsstilen auf die Kundenwahrnehmung und ihr Nachhaltigkeitsverhalten

2024-03-04 , Mauro Luis Gotsch , Florian Gasser

Dank der Notwendigkeit von tiefen Temperaturen und Schneefall ist der Skitourismus besonders anfällig für die Auswirkungen des Klimawandels. Der daraus resultierende Handlungsbedarf ist der schweizerischen Tourismusbranche schon seit geraumer Zeit bekannt und mehrere Ski-Destinationen haben sich um technologische Innovationen bemüht, um ihren individuellen Beitrag zur Mission der Klimaneutralität der Kundschaft zu vermitteln (z.B. das Swisstainable Programm). Jedoch erschweren Ereignisse wie der Hitzewinter 2022 oder der Einsatz von vorbelasteten Technologien wie Schneekanonen die wahrgenommene Authentizität dieser Bemühungen aus Kundensicht. Dementsprechend stellt sich die Frage, ob eine pro-aktive Kommunikation von Nachhaltigkeitsbemühungen aus markenstrategischer Sicht auch schädlich sein kann. Erste Studien im Tourismusgewerbe über Greenhushing, sprich dem Verschweigen von Nachhaltigkeitsbemühungen, zeigen auf, dass das Phänomen im Hotelgewerbe verbreitet ist, um die Kundschaft nicht indirekt für ihren Konsum zu kritisieren. Gleichzeitig zeigen diese Studien aber auch, dass eine aktive Involvierung der Kundschaft in Nachhaltigkeitsbemühen eine höhere Zustimmungsrate in Gästen verursacht als ein bewusstes Verschweigen derselben Tätigkeiten. In einer experimentellen Umfrage unter 434 Wintertouristinnen und Wintertouristen aus dem deutschsprachigen Alpenraum, untersucht diese Studie, ob Ski-Destination durch den Einbezug der Kundschaft in Nachhaltigkeitsbotschaften sowohl positive Kundenwahrnehmung als auch gewünschtes nachhaltiges Verhalten, wie beispielsweise die Anreise mit öffentlichen Verkehrsmitteln, steigern kann. Die Ergebnisse beleuchten die Effektivität von nachhaltigkeitsfokussierten Markenbotschaften von Skidestinationen und demonstrieren, das Greenhushing aus Kundensicht nicht wünschenswert ist. Zudem zeigte sich, dass durch den direkten Einbezug der Gäste in die Nachhaltigkeitskommunikation, deren psychologische Distanz zum Thema reduziert und nachhaltige Verhaltensabsichten gesteigert werden konnten. Ski-Destinationen können diese Erkenntnisse nutzen, um ihre Vermarktungsstrategie zu schärfen und gleichzeitig erwünschtes Nachhaltigkeitsverhalten unter Gästen zu erhöhen.

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Public-Cloud-Computing für Versicherer – Mehr Effizienz, aber auch Komplexität

2018-07 , Gasser, Florian , Claudio, Stadelmann , Moritz, Feuchter

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Südtiroler Gemeinderatswahlen 2020 – Eine Wahl in Zeiten von Covid-19

2021-04-15 , Gasser, Florian , Pallaver, Günther , Alber, Elisabeth , Engl, Alice

During the 2020 South Tyrolean municipal election that was postponed due to Covid-19-crisis, 113 municipal councils were up for election – parallel to the Italian confirming constitutional referendum. One of the peculiarities of this local council election was its election campaign: It was atypically short without any major capital investments in most municipalities. Possible reasons for this might be the election date (it was set close to the holiday season), the lack of political competition and the Covid-19-situation. The result itself was not groundbreaking, even if some surprise winners occurred. The SVP was still able to live up to its claim of being the mayoral party with 101 mandates in the 116 municipalities in 2020. It was particularly surprising that 10 incumbent mayors were voted out of office and 4 new mayors were younger than 35. For the first time in the last 25 years, there was a slowdown in the voter turnout reduction trend. This was underpinned by higher turnouts from large municipalities. However, it turned out that more than 80 municipalities experienced a renewed reduction. Especially in municipalities with low or even no political competition, the number of white/invalid votes and nonvoters increased. A rise in political competition could counteract this ongoing trend and avoid the accompanying threat of provisional administrations.

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The effect of autonomous sensory meridian response (ASMR) messages on consumer brand perceptions and intentions

2024 , Mauro Luis Gotsch , Florian Gasser

In den letzten zehn Jahren hat ein neues Mediengenre namens ASMR rasant an Popularität gewonnen. ASMR beschreibt ein angenehmes Kribbeln, das durch verschiedene audiovisuelle Reize ausgelöst wird, die von sogenannten ASMRtists vorgeführt werden. Es hat sich gezeigt, dass diese Reize zu einer stärkeren parasozialen Bindung an die ASMRtists und zu einer höheren Akzeptanz ihrer Marketingbotschaften führen. Bisher wurde die Effektivität von ASMR-Marketing jedoch nicht direkt mit der von klassischem Influencer-Marketing verglichen. In zwei aufeinanderfolgenden 2x2-Experimenten mit insgesamt 408 Konsumenten vergleicht diese Studie die Wirkung von Sponsoring-Botschaften zweier ASMRtists mit denen zweier YouTube-Influencer. Die Ergebnisse zeigen, dass ASMR selbst durch kurze gesponserte Botschaften ausgelöst werden kann und dass es die Wahrnehmung sowohl der beworbenen Marke als auch des präsentierenden ASMRtists positiv beeinflusst. Somit sind ASMRtists als Markenbotschafter für Vermarkter geeignet, die eine bisher wenig angesprochene Online-Community erreichen möchten.

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The Role of Social Media Influencers in Tourism Marketing Research: Derivation of a Processual-Model of Influencing, Influencer Characteristics, and Research Operationalisations

2022-02-19 , Gasser, Florian

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Wer steuert in Zukunft unsere Entscheidungen? Wir, Artificial Intelligence – oder deren EigentümerInnen? / Who will control our decisions in the future? Us, Artifical Intelligence - or their owners?

2023-02-02 , Gasser, Florian , Gotsch, Mauro Luis

This paper addresses the current societal challenges of emerging data-driven technologies such as the rise of artificial intelligence (AI) (with tools like ChatGPT) as well as personalized advertising strategies. The vivid discussions on data ownership and privacy surrounding these technologies makes it apparent that governmental regulation is not keeping up with technological progress. This shortcoming leads to a skewed balance of power between internationally operating corporations and consumers threatened in their privacy through explosive data capture. The authors suggest that a) awareness of the implications of data processing in AI-driven (marketing) applications should be raised amongst the population, b)consent management should be revised and closely aligned with GDPR-oriented rules of privacy by design, and c) academia and policy makers should engage even more with the design of privacy-oriented legal frameworks to promote a sustainable and mutually beneficial data ecosystem.

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