Abstract
The role that information plays is critical in changing behavior, thus it is surprising that so little research has examined informational strategies in activating pro-environmental personal norms. The aim of this study was to investigate whether personal norms were activated by user-generated online information. We applied a mixed methods research design, including a netnographic study and survey research with a sample of 1877 Chinese tourists, using a structural equation modelling approach (PLS-SEM). We found for tourists who have high level social media engagement, the cues in user-generated online information were more effective in activating their pro-environmental personal norms.
| Original language | English |
|---|---|
| Pages (from-to) | 568-581 |
| Number of pages | 14 |
| Journal | Journal of Travel and Tourism Marketing |
| Volume | 38 |
| Issue number | 6 |
| DOIs | |
| Publication status | Published - 24 Jul 2021 |
UN SDGs
This output contributes to the following UN Sustainable Development Goals (SDGs)
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SDG 8 Decent Work and Economic Growth -
SDG 12 Responsible Consumption and Production
Free Keywords
- User-generated content
- affective influence
- asia pacific
- informational and normative influence
- moderating effect
- personal norms
- pro-environmental behaviors
- social media
- sustainable tourism
- tourism marketing
ASJC Scopus subject areas
- Tourism, Leisure and Hospitality Management
- Marketing
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