IDEAS home Printed from https://ideas.repec.org/a/bjw/econen/v15y2025i6p19-39.html

Green engagement Pathways in tourism: The converging roles of knowledge sharing and social media in shaping revisit intentions

Author

Listed:
  • Tho Huu Hoang Nguyen

    (University of Economics, Hue University, Vietnam)

  • Huong Thi Thanh Tran

    (University of Foreign Language, Hue University, Vietnam)

  • Quy Anh Le

    (University of Economics, Hue University, Vietnam)

  • Van Thanh Mai

    (University of Economics, Hue University, Vietnam)

  • Anh Thi Nhat Tran

    (University of Economics, Hue University, Vietnam)

  • An Thanh Le

    (University of Economics, Hue University, Vietnam)

Abstract

Despite significant advances in green marketing within the tourism sector, the specific pathways through which green knowledge sharing influences tourist behaviors and revisit intentions remain underexplored. This study addresses this gap by examining how the dissemination of environmentally-focused knowledge by organizations impacts tourists’ environmentally responsible engagement behaviors and their intentions to revisit, with a particular focus on the moderating role of social media usage. Utilizing a mixed-methods approach in Vietnam’s burgeoning tourism industry, data from 700 tourists were analyzed using structural equation modeling to validate hypothesized relationships. The results indicate that environmentally responsible engagement behaviors significantly mediate the relationship between organizations’ green knowledge dissemination and tourists’ intentions to revisit destinations. Moreover, the study finds that active engagement on social media platforms intensifies this mediation effect, suggesting that strategic digital interactions can amplify the influence of green knowledge on tourist behaviors. This research contributes to the sustainable tourism literature by demonstrating how social media can enhance the effectiveness of green marketing strategies, promote sustainable practices, and improve long-term business sustainability in the tourism sector.

Suggested Citation

  • Tho Huu Hoang Nguyen & Huong Thi Thanh Tran & Quy Anh Le & Van Thanh Mai & Anh Thi Nhat Tran & An Thanh Le, 2025. "Green engagement Pathways in tourism: The converging roles of knowledge sharing and social media in shaping revisit intentions," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, vol. 15(6), pages 19-39.
    • Handle: RePEc:bjw:econen:v:15:y:2025:i:6:p:19-39
    DOI: 10.46223/HCMCOUJS.econ.en.15.6.3768.2025
    as

    Download full text from publisher

    File URL: https://journalofscience.ou.edu.vn/index.php/econ-en/article/view/3768/2419
    Download Restriction: no
    File URL: https://libkey.io/10.46223/HCMCOUJS.econ.en.15.6.3768.2025?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Laura Rueda & Jose Benitez & Jessica Braojos, 2017. "From traditional education technologies to student satisfaction in Management education: A theory of the role of social media applications," Post-Print hal-02002366, HAL.
    2. Linda D. Hollebeek & Rajendra K. Srivastava & Tom Chen, 2019. "S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM," Journal of the Academy of Marketing Science, Springer, vol. 47(1), pages 161-185, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Lingzhi Brian Fang & Tan Cheng & Heng Yang & Yajing Duan, 2025. "Capturing brand loyalty through customer relationship management: exploring the roles of customer brand engagement and psychological contracts from a dual perspective," Humanities and Social Sciences Communications, Palgrave Macmillan, vol. 12(1), pages 1-13, December.
    2. Luo, Xi & Cheah, Jun-Hwa & Hollebeek, Linda D. & Lim, Xin-Jean, 2024. "Boosting customers’ impulsive buying tendency in live-streaming commerce: The role of customer engagement and deal proneness," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    3. Boisvert, Jean & Christodoulides, George & Sajid Khan, M., 2023. "Toward a better understanding of key determinants and consequences of masstige consumption," Journal of Business Research, Elsevier, vol. 161(C).
    4. Gao, Mengjia & Huang, Lin, 2021. "Quality of channel integration and customer loyalty in omnichannel retailing: The mediating role of customer engagement and relationship program receptiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    5. Khan, Imran & Hollebeek, Linda D. & Fatma, Mobin & Islam, Jamid Ul & Riivits-Arkonsuo, Iivi, 2020. "Customer experience and commitment in retailing: Does customer age matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    6. Hepola, Janne & Leppäniemi, Matti & Karjaluoto, Heikki, 2020. "Is it all about consumer engagement? Explaining continuance intention for utilitarian and hedonic service consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    7. Marjeta Marolt & Hans-Dieter Zimmermann & Andreja Pucihar, 2020. "Enhancing Marketing Performance Through Enterprise-Initiated Customer Engagement," Sustainability, MDPI, vol. 12(9), pages 1-16, May.
    8. Gandhi, Mohina & Kar, Arpan Kumar, 2022. "How do Fortune firms build a social presence on social media platforms? Insights from multi-modal analytics," Technological Forecasting and Social Change, Elsevier, vol. 182(C).
    9. Yao Wu & Satish Nambisan & Jinghua Xiao & Kang Xie, 2022. "Consumer resource integration and service innovation in social commerce: the role of social media influencers," Journal of the Academy of Marketing Science, Springer, vol. 50(3), pages 429-459, May.
    10. Qinhai Ma & Mengyi Li & Guanghui Shi & Tianshu Zhou, 2023. "The promotional effect of interpersonal attraction of service employees on customer engagement in the S-D logic," SN Business & Economics, Springer, vol. 3(11), pages 1-22, November.
    11. Kai Wang & Jeffrey C. F. Tai & Hsin-Lu Chang, 2021. "Influences of place attachment and social media affordances on online brand community continuance," Information Systems and e-Business Management, Springer, vol. 19(2), pages 459-493, June.
    12. Liu, Sen & Chan, Felix T.S. & Yang, Junai & Niu, Ben, 2018. "Understanding the effect of cloud computing on organizational agility: An empirical examination," International Journal of Information Management, Elsevier, vol. 43(C), pages 98-111.
    13. Hollebeek, Linda D. & Abbasi, Amir Zaib & Schultz, Carsten D. & Ting, Ding Hooi & Sigurdsson, Valdimar, 2022. "Hedonic consumption experience in videogaming: A multidimensional perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    14. Guerola-Navarro, Vicente & Gil-Gomez, Hermenegildo & Oltra-Badenes, Raul & Sendra-García, Javier, 2021. "Customer relationship management and its impact on innovation: A literature review," Journal of Business Research, Elsevier, vol. 129(C), pages 83-87.
    15. Taylor, Alex & Carlson, Jamie & Liao, Yi-Chuan & Rahman, Mohammad M., 2023. "Customer engagement and sharing behaviors: Toward a contingent curvilinear perspective," Journal of Business Research, Elsevier, vol. 154(C).
    16. Li, Dongmei & Han, Xiaoyun, 2021. "Assessing the influence of goal pursuit and emotional attachment on customer engagement behaviors," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    17. Ku, Hsuan-Hsuan & Shang, Rong-An & Fu, Yi-Fan, 2021. "Social learning effects of complaint handling on social media: Self-construal as a moderator," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    18. Jessica Braojos & Jose Benitez & Javier Llorens & Laura Ruiz, 2020. "Impact of IT integration on the firm’s knowledge absorption and desorption," Post-Print hal-03160729, HAL.
    19. Khan, Imran, 2023. "Customer engagement outcomes in mobile applications: Self-congruence as a moderator," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    20. Ho, Xuan Huong & Nguyen, Dong Phong & Cheng, Julian Ming Sung & Le, Angelina Nhat Hanh, 2022. "Customer engagement in the context of retail mobile apps: A contingency model integrating spatial presence experience and its drivers," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • O10 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - General
    • O13 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Agriculture; Natural Resources; Environment; Other Primary Products
    • O30 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bjw:econen:v:15:y:2025:i:6:p:19-39. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Vu Tuan Truong (email available below). General contact details of provider: https://journalofscience.ou.edu.vn/index.php/econ-en .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.