The Power of Green Thinking: How Tourists Choose Eco-Friendly Destinations

In the fast-paced digital world, the tourism industry is under pressure to go green. A recent study in Vietnam looked at how online platforms and influencers can encourage tourists to visit eco-friendly places again. The research used the Motivation-Opportunity-Ability framework and found that feeling a sense of ownership towards green practices and sharing green knowledge can make tourists more likely to return. Cooperative green activity programs play a big role in this, making green marketing more effective. Interestingly, tourists' trust in social media influencers can boost the impact of these green efforts. The study shows that both emotions and thoughts about green practices influence where tourists go and how loyal they are to sustainable tourism services. This gives valuable tips to tourism companies on how to use digital influencers and team up on sustainability projects to keep customers coming back.

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