Improving tourists' green electronic word-of-mouth: a mediation and moderation analysis. Issue 5 (4th May 2022)

• Record Type: Journal Article
• Authors: Huy, Le Van; Phan, Quyen Phu Thi; Phan, Hoang Long; Pham, Nhat Tan; Nguyen, Ninh
• Is Part Of: Asia Pacific journal of tourism research. Volume 27:Issue 5(2022)
• Page Start: 547
• Page End: 561
• Publication Date: 2022-05-04
• Subjects: Green destinations -- green eWOM -- green attitudes -- social media -- Asia Pacific -- tourism marketing; Tourism -- Asia -- Periodicals; Tourism -- Pacific Area -- Periodicals; 338.4791504429
• DOI: 10.1080/10941665.2022.2091942
• Languages: English
• ISSNs: 1094-1665

Abstract

ABSTRACT: Anchoring on the Stimulus–Organism–Response (SOR) and Ability-Motivation-Opportunity (AMO) theories, this research aims to investigate the mechanism through which three green AMO components (i.e. green ability, green motivation, green opportunity) affect green electronic word-of-mouth (green eWOM). A mediation and moderation model that integrates the green AMO components with green attitudes and green eWOM was developed and then validated with data from 600 tourists in an emerging market. Multivariate data analysis reveals that the three green AMO components affect tourists' green eWOM directly and also indirectly via green attitudes. Moreover, green ability positively moderates the green motivation-green eWOM relationship.