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Sustainable Tourism: The Moderating Effect of Tourists’ Educational Background in the Relationship Between Green Practices and Customer Satisfaction

The tourism industry is one of the largest and fastest growing economic sectors in the world and has contributed to world economic growth. Since the tourism industry is among those directly related to the environment, green tourism has an important role in the environment management system, especi...

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Main Authors: Zainudin, Awang, Wan Mohamad Asyraf, Wan Afthanorhan, Yusnita, Yusof
Format: Article
Language:English
Published: 2018
Subjects:
GV Recreation Leisure
Online Access:http://eprints.unisza.edu.my/6046/1/FH02-FESP-18-21126.pdf
http://eprints.unisza.edu.my/6046/
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id my-unisza-ir.6046
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spelling my-unisza-ir.60462022-03-08T02:17:27Z http://eprints.unisza.edu.my/6046/ Sustainable Tourism: The Moderating Effect of Tourists’ Educational Background in the Relationship Between Green Practices and Customer Satisfaction Zainudin, Awang Wan Mohamad Asyraf, Wan Afthanorhan Yusnita, Yusof GV Recreation Leisure The tourism industry is one of the largest and fastest growing economic sectors in the world and has contributed to world economic growth. Since the tourism industry is among those directly related to the environment, green tourism has an important role in the environment management system, especially practices that have the ability to reduce negative impacts onto the environment. Green initiatives are considered part of the programs adopted in many parts of the tourism sector. This article examines the influence of green practices and a green image towards customer satisfaction and customer loyalty. To test the theoretical framework, some 385 data were analysed using Structural Equation Modeling (SEM). Results revealed that green practices have stronger effects on customer satisfaction compared to a green image. The moderation test indicated that tourists’ educational background moderates the relationship between green practices and customer satisfaction, where the effect among tourists with a high education level is higher compared to those with a low education level. Further analysis showed that green practices and a green image lead to customer loyalty indirectly through customer satisfaction. The results present many implications towards theory and practice as far as the tourism industry is concerned. 2018-12 Article PeerReviewed text en http://eprints.unisza.edu.my/6046/1/FH02-FESP-18-21126.pdf Zainudin, Awang and Wan Mohamad Asyraf, Wan Afthanorhan and Yusnita, Yusof (2018) Sustainable Tourism: The Moderating Effect of Tourists’ Educational Background in the Relationship Between Green Practices and Customer Satisfaction. International Journal of Engineering & Technology, 7 (4). pp. 21-27. ISSN 2227-524X
institution Universiti Sultan Zainal Abidin
building UNISZA Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Sultan Zainal Abidin
content_source UNISZA Institutional Repository
url_provider https://eprints.unisza.edu.my/
language English
topic GV Recreation Leisure
spellingShingle GV Recreation Leisure
Zainudin, Awang
Wan Mohamad Asyraf, Wan Afthanorhan
Yusnita, Yusof
Sustainable Tourism: The Moderating Effect of Tourists’ Educational Background in the Relationship Between Green Practices and Customer Satisfaction
description The tourism industry is one of the largest and fastest growing economic sectors in the world and has contributed to world economic growth. Since the tourism industry is among those directly related to the environment, green tourism has an important role in the environment management system, especially practices that have the ability to reduce negative impacts onto the environment. Green initiatives are considered part of the programs adopted in many parts of the tourism sector. This article examines the influence of green practices and a green image towards customer satisfaction and customer loyalty. To test the theoretical framework, some 385 data were analysed using Structural Equation Modeling (SEM). Results revealed that green practices have stronger effects on customer satisfaction compared to a green image. The moderation test indicated that tourists’ educational background moderates the relationship between green practices and customer satisfaction, where the effect among tourists with a high education level is higher compared to those with a low education level. Further analysis showed that green practices and a green image lead to customer loyalty indirectly through customer satisfaction. The results present many implications towards theory and practice as far as the tourism industry is concerned.
format Article
author Zainudin, Awang
Wan Mohamad Asyraf, Wan Afthanorhan
Yusnita, Yusof
author_facet Zainudin, Awang
Wan Mohamad Asyraf, Wan Afthanorhan
Yusnita, Yusof
author_sort Zainudin, Awang
title Sustainable Tourism: The Moderating Effect of Tourists’ Educational Background in the Relationship Between Green Practices and Customer Satisfaction
title_short Sustainable Tourism: The Moderating Effect of Tourists’ Educational Background in the Relationship Between Green Practices and Customer Satisfaction
title_full Sustainable Tourism: The Moderating Effect of Tourists’ Educational Background in the Relationship Between Green Practices and Customer Satisfaction
title_fullStr Sustainable Tourism: The Moderating Effect of Tourists’ Educational Background in the Relationship Between Green Practices and Customer Satisfaction
title_full_unstemmed Sustainable Tourism: The Moderating Effect of Tourists’ Educational Background in the Relationship Between Green Practices and Customer Satisfaction
title_sort sustainable tourism: the moderating effect of tourists’ educational background in the relationship between green practices and customer satisfaction
publishDate 2018
url http://eprints.unisza.edu.my/6046/1/FH02-FESP-18-21126.pdf
http://eprints.unisza.edu.my/6046/
_version_ 1726796983133274112
score 13.211869

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