Low-carbon tourism: determining domestic tourist perception from Thailand: Tourism Agenda 2030

Abstract

Purpose Underpinned by three-factor theory, this study aims to: examine the dynamics (asymmetry) of multi-quality low-carbon attributes towards the Thai tourists’ perception and prioritise carbon-tourism attributes on the basis of impact-range performance and asymmetric analysis. Design/methodology/approach The study applies a multi-method approach to derive the low-carbon tourism (LCT) items before conducting exploratory factor analysis to identify the underlying dimensions. Impact range performance analysis and impact asymmetry analysis were carried out to explore the asymmetric or symmetric relationship associated with tourists’ perception of LCT. Findings Findings reveal the three dimensions of the LCT attributes. Out of the 29 attributes, nine are regarded as “must-have” categories, such that tourists will be disappointed at the efforts of a low-carbon destination if these attributes are missing, but they will feel neutral if the attributes are present. Six LCT attributes fall into the “hybrid” category, such that tourists will appreciate if they perceive these attributes to be available for LCT and feel disappointed if these attributes are not or poorly offered. Fourteen attributes are considered under the “value-added” category, meaning tourists will only appreciate if they encounter these attributes at the destination, and the lack thereof will not cause any dissatisfaction or negative perception from tourists. Originality/value Through the multi-quality asymmetric analysis, the study provides deep insights into the degree of perception of the 29 LCT attributes. The study offers tangible guidelines to destination authorities and pinpoints the necessity to provide attributes, especially in the “hybrid” and “must-have” categories, to avoid tourists’ negative perceptions when they visit a low-carbon destination.

The impact of environment-friendly short videos on consumers’ low-carbon tourism behavioral intention: A communicative ecology theory perspective

“…In addition, the existing studies have mostly explored the motivation of tourists to act in an environmentally responsible manner on the basis of the theory of planned behavior and norm activation theory ( Qiu et al, 2022 ; Salinero et al, 2022 ). Our study focuses on the CET to deeply analyze the influencing mechanism of environment-friendly short videos on consumers’ low-carbon tourism behavioral intention, and enriches the related research on the influencing effect of short videos and antecedent variables of consumers’ behavioral intention with regard to low-carbon tourism ( Zhang et al, 2017b ; Fakfare and Wattanacharoensil, 2022 ; Ke et al, 2022 ; Zhao et al, 2022 ).…”

“…Therefore, it is necessary to incorporate it into the framework of tourists’ behavioral intention analysis and systematically explore its important impact on tourist behavioral intention. In addition, with the deterioration of the global environment, it is urgent to explore the factors that can stimulate people’s willingness to engage in low-carbon tourism behavior ( Fakfare and Wattanacharoensil, 2022 ). Therefore, our study focuses on low-carbon tourism context and empirically explores the mechanism of environment-friendly short video experience to promote consumers’ low-carbon tourism behavioral intention.…”

“…As the main participants in tourism activities, tourists have an important impact on the carbon emissions of tourism ( Horng and Liaw, 2017 ). Some studies have pointed out that the key to realizing low-carbon tourism is to promote change in behavior of individual tourists, which can directly reduce energy consumption and carbon emissions ( Fakfare and Wattanacharoensil, 2022 ). Therefore, effectively identifying the key elements that can activate consumers’ low-carbon tourism behavioral intention has become an important issue for the academic community.…”

Low‐carbon tourism for island destinations: A crucial alternative for sustainable development

“…Among the key tourism studies paving the way towards global net zero emissions are those on the application of CO 2 emissions standard measures (e.g. Fakfare & Wattanacharoensil, 2022;Sun et al, 2020), quantification of tourism-related carbon flow (Lenzen et al, 2018) and the conceptualisation of a new paradigm to manage LC destinations (Gössling & Higham, 2021). In light of an effective approach to reduce CO 2 emissions, several scholars (Gössling & Higham, 2021;Lenzen et al, 2018) agreed that efforts must be increased to alter the tourists' behaviours when choosing and consuming tourism products.…”

Asymmetric effects of wellness destination and wellness facility attributes on tourist satisfaction

“…To perform the classification of wellness facility and destination attributes according to the three-factor theory and to assess their overall potential to impact overall tourist satisfaction, this study applies a relatively novel analysis approach, i.e. impact-asymmetry analysis (IAA) and impact-range analysis (IRA; Mikulić and Prebežac, 2008; Fakfare and Wattanacharoensil, 2022).…”