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Seizing Momentum on Climate Action: Nexus between Net-Zero Commitment Concern, Destination Competitiveness, Influencer Marketing, and Regenerative Tourism Intention

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  • Umer Zaman

    (Endicott College of International Studies (ECIS), Woosong University, Daejeon 34606, Republic of Korea)

Abstract

Embracing net-zero principles and planet-friendly regenerative tourism practices can reduce our carbon footprint and increase momentum toward carbon neutral. The present study explored the effects of the net-zero commitment concern on regenerative tourism intention, including the moderating influence of destination competitiveness and influencer marketing on this relationship. Drawing on a survey of international expat tourists (N = 540) and partial least squares-structural equation modeling (PLS-SEM), the present study offers ground-breaking empirical evidence on the significantly positive influence of the net-zero commitment concern on regenerative tourism intention. Importantly, the PLS-SEM estimations also validated that destination competitiveness and influencer marketing strengthened the effects of the net-zero commitment concern on regenerative tourism intention through significantly positive moderations. The present study implications offer strategic guidelines and an advancement in prior knowledge on the net-zero commitment concern, destination competitiveness, influencer marketing, and regenerative tourism intention with an aim to increase the collective global efforts toward climate action. Moreover, the present study used prominent theories (i.e., the theory of planned behavior, game theory, resilience theory, and social learning theory) to guide future investigations on the complex nexus between net-zero commitment, destination competitiveness, influencer marketing, and regenerative tourism intention.

Suggested Citation

  • Umer Zaman, 2023. "Seizing Momentum on Climate Action: Nexus between Net-Zero Commitment Concern, Destination Competitiveness, Influencer Marketing, and Regenerative Tourism Intention," Sustainability, MDPI, vol. 15(6), pages 1-19, March.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:6:p:5213-:d:1098024
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    Cited by:

    1. Anita Cornelia Szakal & Gabriel Brătucu & Eliza Ciobanu & Ioana Bianca Chițu & Ana Alexandra Mocanu & Gheorghe Ialomițianu, 2024. "Exploring Influencing Marketing—Consumer Insights and Creators’ Perspectives," Sustainability, MDPI, vol. 16(5), pages 1-27, February.
    2. Sanaullah Irfan & Jamshid Ali & Imdadullah Hidayat-ur-Rehman & Muddasar Ghani Khwaja & Joanna Rosak-Szyrocka & Attila Kovacs, 2023. "Expediting Time to Market: Evaluating the Effects of Change Control Board Performance in Emerging Markets," Sustainability, MDPI, vol. 15(22), pages 1-19, November.
    3. Andrei-Florin Băbăț & Mirela Mazilu & Amalia Niță & Ionuț-Adrian Drăguleasa & Mihaela Grigore, 2023. "Tourism and Travel Competitiveness Index: From Theoretical Definition to Practical Analysis in Romania," Sustainability, MDPI, vol. 15(13), pages 1-26, June.

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