Responsible Tourism Consumption in Thailand: eWOM’s Role
Abstract
This paper examines the effects of electronic word-of-mouth (eWOM) on responsible tourism consumption behavior, based on the theory of planned behavior (TPB) and empirical investigation. A three-pronged approach (a cross validation technique involving a literature review, expert interviews, and an exploratory field study) was employed to obtain reliable and valid results. Structural equation modeling (SEM) was utilized to confirm the conceptual framework and hypotheses. Findings revealed a positive relationship between perceived behavioral control (PBC) and intention. Intention’s mediating role in responsible tourism consumption was also supported. eWOM’s positive, indirect effect on responsible tourism consumption emerged apart from the literature. The outcomes provide useful information for governments, the private sector, and civil society in planning and implementing sustainable consumption activities to achieve overall development for sustainable tourism. By proposing a conceptual framework based on TPB and utilizing the three-pronged approach, eWOM’s effects emerged as a valid extension of TPB. This study is among the first to be conducted in developing country and in the context of tourism in Thailand, where the primary focus is Sustainable Development Goal (SDG) #12: responsible consumption and production.
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Published
2020-05-07
How to Cite
ERAWAN, Theera; KRAIRIT, Donyaprueth.
Responsible Tourism Consumption in Thailand: eWOM’s Role.
Journal of Environmental Management and Tourism, [S.l.], v. 11, n. 2, p. 471-485, may 2020.
ISSN 2068-7729.
Available at: <https://journals.aserspublishing.eu/jemt/article/view/4759>. Date accessed: 25 apr. 2024.
doi: https://doi.org/10.14505//jemt.v11.2(42).25.
Section
Article
Copyright© 2023 The Author(s). Published by ASERS Publishing 2023. This is an open access article distributed under the terms of CC-BY 4.0 license.