The nexus between companies' green knowledge sharing and travelers' behavioural intentions: The role of digital marketing

With growing calls for environmental sustainability, tourism marketing is undergoing a pivotal green transformation in the digital age. This underscores the necessity to advance integrated green marketing practices that effectively shape and shift tourist behavior towards more sustainable experiences. This thesis explores the nexus between a firm's green knowledge sharing and travelers' revisiting behavioural intention, examining the mediating roles of warm glow and pro-environmental behaviors, and the moderating influence of social media influencers' green trustworthiness. A mixed-methods approach combining qualitative interviews and quantitative surveys is utilized. The qualitative findings validate the significance of the key variables and inform quantitative questionnaire development. The results of a two-wave survey among 1694 Vietnamese tourists reveal that warm glow and pro-environmental behaviors mediate the impact of green knowledge sharing on revisiting intention. As tourism moves towards greater eco-consciousness, this signals the potential of social media and influencer marketing for propagating environmental sustainability. Furthermore, social media influencers' green trustworthiness positively moderates the mediated relationship between green knowledge sharing and revisiting intention via pro-environmental behaviors. When the perceived green trustworthiness of influencers is higher, the indirect effect of green knowledge sharing on revisit intention through proenvironmental behaviors is strengthened. The service-dominant logic theory provides a valuable lens for analyzing these multifaceted relationships, emphasizing competence and motivation resources, collaborative value creation, and reciprocal exchange. Practical implications indicate that integrated green marketing practices on social media can effectively enhance revisiting intentions. This points to the pivotal role of leveraging digital platforms to catalyze the green transformation of tourism marketing

ISBN:	978-80-7678-304-1
EAN:	9788076783041
Datum vydání	18. 12. 2024
Pořadí vydání	První
Jazyk	anglický
Vazba	e-kniha - pdf
Autor:	Huu Hoang Tho Nguyen
Nakladatelství	Univerzita Tomáše Bati ve Zlíně
Tématická skupina	999 - nezařazeno
	Neprodejná publikace. Publikaci je možné poptávat zde: Volně dostupné na http://hdl.handle.net/10563/56803