Examining social media influence's role in the TPB model for young Vietnamese visiting green hotels

Abstract

ABSTRACT This research investigates the moderating impact of social media influence within the Theory of Planned Behavior (TPB) model for 636 young Vietnamese participants’ desire to visit green hotels. The findings validate all assumptions in the TPB model, suggesting that subject norms and green perceived values positively affect views toward green hotels and visit intention. However, attitudes about green hotels were found to have a detrimental impact on visit intent. Social media influence was found to moderate these relationships. In particular, social media influence negatively moderates the relationships between attitudes toward green hotels, green perceived values, and visit intention. These findings provide valuable insights into the interplay between social media influence and the TPB model for young Vietnamese tourists’ intention to visit green hotels. The results suggest the need for marketers and policymakers to leverage social media to promote positive subject norms and enhance intention.