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Smart Experience and Green Health Tourism: The Moderating Role of Content Marketing

Author

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  • Zohreh Amiri Sardari

    (Department of Economic and Administrative Sciences, Faculty of Social Sciences, Akdeniz University, Antalya 07058, Turkey)

  • Tayebeh Abdoli Mohamadabadi

    (Faculty of Entrepreneurship, University of Tehran, Tehran 1439813141, Iran)

  • Javad Nazarian-Jashnabadi

    (Department of Management, Faculty of Economic, Management and Social Science, Shiraz University, Shiraz 7196484334, Iran)

  • Giovanni Tesoriere

    (Department of Engineering & Architecture, University of Enna Kore, 94100 Enna, Italy)

  • Tiziana Campisi

    (Department of Engineering & Architecture, University of Enna Kore, 94100 Enna, Italy)

Abstract

The purpose of this research is to evaluate smart experience in green health tourism with the mediating role of content marketing by using the two models of technology acceptance and hedonism. This study utilizes quantitative and causal research methods. A total of 332 respondents completed a survey conducted at two Iranian tourism hubs. Also, purposeful sampling was used for data collection. Respondents rated their perceptions of each item on a five-point Likert scale. Using the partial least squares path modeling technique, the results reveal the direct effects of smart experience on green health tourism. The findings suggest that content marketing interacts with smart experience to influence green health tourism, such that the use of smart experience in health tourism can reduce the annual costs of developing environmental protection methods. This paper thus contributes to the hospitality management theory, green tourism, and wellness literature.

Suggested Citation

  • Zohreh Amiri Sardari & Tayebeh Abdoli Mohamadabadi & Javad Nazarian-Jashnabadi & Giovanni Tesoriere & Tiziana Campisi, 2024. "Smart Experience and Green Health Tourism: The Moderating Role of Content Marketing," Sustainability, MDPI, vol. 16(11), pages 1-20, May.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:11:p:4546-:d:1403019
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    References listed on IDEAS

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