Data from 450 Thai tourists across multiple destinations were analysed with structural-equation modelling to examine technological awareness, readiness, innovation, perceived value, satisfaction and online booking intention for green resorts.
Key findings
- Technological awareness was associated with innovation, readiness, perceived value and booking intention. Readiness was linked to innovation, value and satisfaction, while perceived value and satisfaction were associated with intention.
Why this matters globally
Digital platforms increasingly shape sustainable-travel choices worldwide. The findings suggest that environmental value must be understandable and usable, not merely accompanied by more technology features.
Thai researcher contribution
Thailand-linked authors from Walailak University and Silpakorn University studied Thai tourists and green-resort booking intentions.
Limitations to consider
Intention is not actual behaviour. A single self-report survey is vulnerable to common-method bias and sampling limits. Green-resort claims also require objective standards to avoid greenwashing.