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

Author

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  • 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
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    References listed on IDEAS

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    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.
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    Keywords

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    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

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