心理所有权和知识共享:可持续旅游行为的主要心理驱动因素
Tho Huu-Hoang Nguyen1, Giang Thuy Nguyen2, Zuzana Tučková3
1University of Economics, Hue University, 99 Ho Dac Di Street, Hue City, Viet Nam.
Acta psychologica
|January 16, 2025
概括
绿色旅游实践可以提高客户的忠诚度. 合作绿色计划和对社交媒体影响者的信任增强了这些效应,推动了数字时代的重复业务.
科学领域:
- 旅游管理 旅游管理
- 数字营销 数字营销 数字营销
- 消费者心理学 消费者心理学
背景情况:
- 数字时代需要通过在线平台和影响者将可持续性信息纳入旅游业.
- 利益相关者需要了解绿色营销如何影响游客的行为和忠诚度.
研究的目的:
- 调查绿色所有权心理学和知识共享对旅游者回国意向的影响.
- 检查合作绿色活动计划的调解作用.
- 评估旅游者对社交媒体影响者信任的温和影响.
主要方法:
- 使用了动机-机会-能力 (MOA) 框架.
- 在越南对602名游客进行了两波调查.
- 采用统计分析来测试调解和调节效应.
主要成果:
- 绿色实践直接增强了重新保护的意图.
- 合作绿色活动计划在很大程度上调解了绿色营销和转护之间的关系.
- 旅游者对社交媒体影响者的信任缓解了绿色所有权和知识共享的影响.
结论:
- 绿色营销的情感和认知方面对于旅游者忠诚度至关重要.
- 数字影响者参与和合作可持续性倡议是旅游业有效绿色营销的关键.
- 该研究为寻求促进可持续性和客户忠诚度的旅游公司提供了实际影响.
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