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Sustainable Choices and Behaviors among Eco-Friendly Museum Travelers: Exploring the Drivers of Sacrifice, Visit, Pay, and WOM Intentions

Author

Listed:
  • Heesup Han

    (College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwangjin-Gu, Seoul 143747, Korea)

  • Linda Heejung Lho

    (College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwangjin-Gu, Seoul 143747, Korea)

  • Hyeon-Cheol Kim

    (School of Business Administration, Chung-Ang University, 84 HeukSeok-Ro, DongJak-Gu, Seoul 06974, Korea)

  • Elena-Nicoleta Untaru

    (Faculty of Economic Sciences and Business Administration, Transilvania University of Brașov, Colina Universității nr. 1, Corpul A, etajul III, 500068 Brașov, Romania)

Abstract

This research developed a sturdy theoretical framework that offers a better comprehension regarding customer approach intentions for eco-friendly museum products. Using a quantitative process, the apparent role of ecological value, connectedness to nature, social pressure, pro-environmental reputation was explored. Data quality testing demonstrated the validity of the construct measures. The critical mediating nature of customer-product relationship quality and feeling of pride was unveiled by conducting a structural analysis. In addition, the feeling of pride was a prominent factor determining sacrifice, visit, pay, and word of mouth (WOM) intentions. Social pressure played a major role in building relationship quality, whereas pro-environmental reputation was a key contributor to increase the feeling of pride. The model contained a strong prediction power for intentions. Results of this study contribute to enriching the extant knowledge regarding customer pro-environmental decision-making process, which is helpful for an eco-friendly museum and its success.

Suggested Citation

  • Heesup Han & Linda Heejung Lho & Hyeon-Cheol Kim & Elena-Nicoleta Untaru, 2021. "Sustainable Choices and Behaviors among Eco-Friendly Museum Travelers: Exploring the Drivers of Sacrifice, Visit, Pay, and WOM Intentions," IJERPH, MDPI, vol. 18(2), pages 1-16, January.
    • Handle: RePEc:gam:jijerp:v:18:y:2021:i:2:p:845-:d:483328
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    References listed on IDEAS

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