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

Tho Huu Hoang Nguyen; Huong Thi Thanh Tran; Quy Anh Le; Van Thanh Mai; Anh Thi Nhat Tran; An Thanh Le

doi:10.46223/HCMCOUJS.econ.en.15.6.3768.2025

15(6)2025 (IN PRESS)

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

Author - Affiliation:

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

Corresponding author: An Thanh Le - lethanhan@hueuni.edu.vn

DOI:10.46223/HCMCOUJS.econ.en.15.6.3768.2025

Submitted: 01-10-2024
Accepted: 19-01-2025
Published: 29-04-2025

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.

JEL codes

M14; O10; O13; O30

Keywords

organization’s green knowledge sharing; revisiting intention; social media usage; tourist green engagement behaviors

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DOI: https://doi.org/10.46223/HCMCOUJS.econ.en.15.6.3768.2025