Seizing Momentum on Climate Action: Nexus between Net-Zero Commitment Concern, Destination Competitiveness, Influencer Marketing, and Regenerative Tourism Intention
Abstract
:1. Introduction
2. Literature Review and Hypotheses Development
2.1. Net-Zero Commitment Concern
2.2. Regenerative Tourism Intention
2.3. Tourism Destination Competitiveness
2.4. Influencer Marketing
2.5. Net-Zero Commitment Concern and Regenerative Tourism Intention
2.6. Moderating Effects of Destination Competitiveness
2.7. Moderating Effects of Influencer Marketing
3. Methods
3.1. Sampling and Procedure
3.2. Measures
4. Results
4.1. Measurement Model
4.2. Structural Model
5. Discussion
5.1. Theoretical and Practical Implications
5.2. Limitations and Future Research Recommendations
5.3. Conclusions
Funding
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
Appendix A. Scale Items of All Measures
- “I feel that it is extremely important to take concerted actions to reduce our carbon footprint”.
- “I feel actively involved in reducing my carbon footprint”.
- “I believe that everyone has a role to play in reducing the impact of climate change”.
- “I feel deeply committed to supporting the cause of Net Zero and decarbonization targets”.
- “I am very much concerned about the impact of climate change on our planet and future generations”.
- “I am fully aware of the implications and challenges of Net-Zero as the Global Climate Goal”.
- “I am willing to pay a premium for products and services that have a lower carbon footprint and are produced sustainably”.
- “I feel extremely worried when nations fall short of their Net Zero commitments”.
- “I make my travel decisions based on the recommendation(s) of an influencer on social media”.
- “I frequently consume content related to tourism destinations from influencers on social media”.
- “I consider that the recommendations made by influencers on social media about tourism destinations are highly credible”.
- “I follow influencers on social media who frequently feature or recommend tourism destinations”.
- “I mostly book accommodation(s) or activities based on the recommendation of an influencer on social media”.
- “I trust the opinions of influencers on social media compared to other sources such as travel guides, tourism boards, or friends and family”.
- “I believe that influencers on social media affect my perceptions of a tourism destination and my willingness to visit”.
- “I always consider factors such as accessibility, transportation options, and overall connectivity when choosing a tourism destination”.
- “I always consider the quality of tourism infrastructure (e.g., hotels, restaurants, and entertainment options) when choosing a tourism destination”.
- “I always consider the availability and quality of natural and cultural attractions when choosing a tourism destination”.
- “I always consider the level of safety and security of a tourism destination when making travel plans”.
- “I always consider the level of environmental sustainability and responsibility reflected by a tourism destination”.
- “I always consider the availability and quality of tourist services (e.g., tour guides, tourism information centers, and tourist-friendly policies and regulations) when choosing a tourism destination”.
- “I always consider the availability and quality of digital technologies and online services (e.g., free Wi-Fi, online booking systems, and mobile applications) when choosing a tourism destination”.
- “I always consider the cost of travel, accommodation, and other tourism-related expenses when deciding on a tourism destination, and how it balances with quality and experience”.
- “Improve the social, economic and environmental conditions at the host destination”.
- “Enhance the natural and cultural environment at the host destination”.
- “Enrich the local communities at the host destination”.
- “Enhance the quality of life for local people and communities at the host destination”.
- “Participate in host destination activities that help in reversing climate change”.
- “Make the host destination a better place for both current and future generations”.
- “Leave the host destination as a place “better” than it was before”.
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Cronbach’s Alpha | Composite Reliability | Average Variance Extracted (AVE) | |
---|---|---|---|
Destination Competitiveness | 0.907 | 0.925 | 0.606 |
Influencer Marketing | 0.905 | 0.925 | 0.637 |
Net-Zero Commitment Concern | 0.899 | 0.920 | 0.593 |
Regenerative Tourism Intention | 0.900 | 0.921 | 0.625 |
DC | IM | NZCC | RTI | |
---|---|---|---|---|
Destination Competitiveness | 0.779 | |||
Influencer Marketing | 0.045 | 0.798 | ||
Net-Zero Commitment Concern | 0.673 | 0.126 | 0.770 | |
Regenerative Tourism Intention | 0.434 | 0.230 | 0.517 | 0.791 |
DC | IM | NZCC | RTI | |
---|---|---|---|---|
Destination Competitiveness | ||||
Influencer Marketing | 0.082 | |||
Net-Zero Commitment Concern | 0.765 | 0.125 | ||
Regenerative Tourism Intention | 0.476 | 0.247 | 0.558 |
Hypotheses | β-values | STDEV | t-Values | p-Values |
---|---|---|---|---|
Net-Zero Commitment Concern → Regenerative Tourism Intention | 0.382 | 0.060 | 4.676 | 0.000 |
Destination Competitiveness → Regenerative Tourism Intention | 0.169 | 0.067 | 2.523 | 0.006 |
Influencer Marketing → Regenerative Tourism Intention | 0.174 | 0.033 | 5.223 | 0.000 |
Moderating Effect of Destination Competitiveness | 0.135 | 0.044 | 3.088 | 0.001 |
Moderating Effect of Influencer Marketing | 0.115 | 0.038 | 3.029 | 0.001 |
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Zaman, U. Seizing Momentum on Climate Action: Nexus between Net-Zero Commitment Concern, Destination Competitiveness, Influencer Marketing, and Regenerative Tourism Intention. Sustainability 2023, 15, 5213. https://doi.org/10.3390/su15065213
Zaman U. Seizing Momentum on Climate Action: Nexus between Net-Zero Commitment Concern, Destination Competitiveness, Influencer Marketing, and Regenerative Tourism Intention. Sustainability. 2023; 15(6):5213. https://doi.org/10.3390/su15065213
Chicago/Turabian StyleZaman, Umer. 2023. "Seizing Momentum on Climate Action: Nexus between Net-Zero Commitment Concern, Destination Competitiveness, Influencer Marketing, and Regenerative Tourism Intention" Sustainability 15, no. 6: 5213. https://doi.org/10.3390/su15065213