Nguyen Tho Huu-Hoang, Nguyen Giang Thuy, Tučková Zuzana, Hoang Sinh Duc
University of Economics, Hue University, 99 Ho Dac Di Street, Hue City, Viet Nam.
Faculty of Management and Economics, Tomas Bata University in Zlín, 760 01 Zlín, Czech Republic; Faculty of Economics and Business, Hoa Sen University, 08 Nguyen Van Trang, Ben Thanh Ward, District 1, Ho Chi Minh City, Vietnam.
Acta Psychol (Amst). 2025 Mar;253:104715. doi: 10.1016/j.actpsy.2025.104715. Epub 2025 Jan 15.
As the green transformation sweeps across industries in the digital age, tourism stakeholders face a pressing need to utilize online platforms and digital influencers for sustainability messaging. Drawing on the Motivation-Opportunity-Ability framework, this study investigates the influence of green ownership psychology and green knowledge sharing on tourists' repatronage intentions. It focuses on the mediating role of cooperative green activity programs and the moderating impact of tourists' green trust in social media influencers. Results from a two-wave survey of 602 tourists in Vietnam show that green practices directly increase repatronage intentions. Cooperative green activity programs significantly mediate this relationship, enhancing the impact of green marketing practices on repatronage intentions. Furthermore, tourists' green trust in social media influencers is a crucial moderating factor. It increases the effectiveness of green ownership psychology and green knowledge sharing in influencing repatronage intentions through cooperative green activity programs. The study highlights how the emotional and cognitive aspects of green marketing contribute to tourists' decisions to revisit or continue using tourism services. Offering original insights into the interplay of these elements in green marketing within the tourism industry, this research enriches the application of the Motivation-Opportunity-Ability framework. It provides valuable implications for tourism companies aiming to foster sustainable practices and enhance customer loyalty, highlighting the role of digital influencer engagement and cooperative sustainability initiatives in green marketing strategies.
在数字时代绿色转型席卷各行各业之际，旅游业利益相关者迫切需要利用在线平台和数字有影响力的人来传递可持续发展信息。本研究借鉴动机-机会-能力框架，调查绿色所有权心理和绿色知识共享对游客重游意愿的影响。它聚焦于合作绿色活动项目的中介作用以及游客对社交媒体有影响力的人的绿色信任的调节作用。对越南602名游客进行的两阶段调查结果表明，绿色实践直接提高重游意愿。合作绿色活动项目显著中介了这种关系，增强了绿色营销实践对重游意愿的影响。此外，游客对社交媒体有影响力的人的绿色信任是一个关键的调节因素。它通过合作绿色活动项目提高了绿色所有权心理和绿色知识共享在影响重游意愿方面的有效性。该研究突出了绿色营销的情感和认知方面如何影响游客再次光顾或继续使用旅游服务的决策。本研究对旅游业绿色营销中这些要素之间的相互作用提供了独到见解，丰富了动机-机会-能力框架的应用。它为旨在促进可持续实践并增强客户忠诚度的旅游公司提供了有价值的启示，突出了与数字有影响力的人合作以及合作可持续发展举措在绿色营销策略中的作用。
