The Relations between Green Tourism Experience, Well-Being and Word-of-Mouth: The Moderating Role of Collectivism

DOI

10.2991/978-94-6463-734-2_22How to use a DOI?

Keywords

Green Tourism Experience; Word-of-Mouth; Tourism Well-Being; Collectivism

Abstract

This study, against the backdrop of the tourism industry’s green transformation and current demands, integrates green tourism theory, experience economy theory, and “environment-behavior” relationship theory to explore the impact of green tourism experiences on tourists’ word-of-mouth (WOM). The research reveals that tourism well-being mediates the relationship between green tourism experiences and tourists’ WOM, with collectivism positively moderating this relationship. Tourists with stronger collectivism are more likely to extend their personal happiness to the group level, sharing the satisfaction and benefits derived from their tourism experiences.

The theoretical contribution of this paper is its in-depth exploration of the broad concept of green tourism, dissecting the connotations and types of green tourism experiences and categorizing them into three dimensions: green sensory experience, green emotional experience, and green social experience. Tourism well-being is viewed as a multidimensional comprehensive concept that acts as a mediating variable, inherently integrated with the context of green tourism and encompassing sensory enjoyment, leisure relaxation, as well as profound satisfaction and self-actualization. The introduction of collectivism as a moderating variable highlights the influence of cultural background and personal values on the aftermath of green tourism experiences, providing new research perspectives for tourism psychology and marketing.

The study concludes with practical management recommendations for tourism destination operators, aimed at promoting the industry’s green transformation and sustainable development, thereby contributing significant academic and social value.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Rong Ding
PY  - 2025
DA  - 2025/05/27
TI  - The Relations between Green Tourism Experience, Well-Being and Word-of-Mouth: The Moderating Role of Collectivism
BT  - Proceedings of the 2025 10th International Conference on Social Sciences and Economic Development (ICSSED 2025)
PB  - Atlantis Press
SP  - 181
EP  - 189
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-734-2_22
DO  - 10.2991/978-94-6463-734-2_22
ID  - Ding2025
ER  -