Constraints, Communication, and the Satisfaction–Advocacy Gap: Behavioural Intentions of Low-Carbon Tourists in Thailand

Unofficial AI-generated summary based on the public title and abstract. Not an official translation.

🔬研究者:Provides empirical evidence on the satisfaction-advocacy gap in sustainable tourism, useful for behavioral research.

🏢実務担当者:Tourism operators can use insights on communication and identity to enhance customer loyalty and advocacy.

Since sustainable tourism gains relevance in tourist destinations like Thailand, the fact that some satisfied customers fail to become avid promoters is a research dilemma. In this paper, the researcher explored the behavioural intentions of low-carbon tourists in Thailand by looking at the contributions of constraints and sustainability communication, satisfaction, and advocacy in an integrated framework. The study aimed to explain the gap between satisfaction and advocacy, and to determine the key determinants of revisit and recommendation intentions. The methodology used was a mixed-methods approach of combining the survey data of 452 valid respondents who were questioned in major destinations such as Chiang Mai, Phuket, Krabi, and Bangkok, with 32 semi-structured interviews. Structural equation modelling found that sustainability communication has a positive impact on satisfaction, and structural, interpersonal, and intrapersonal constraints have a detrimental influence on such. Advocacy was highly predicted by satisfaction, and it mediated its influence on behavioural intentions partially. Passive satisfaction, doubt towards green claims, social identity, and advocacy fatigue were recognized as qualitative findings to explain the gap found. The research finds that plausible communication and identity-based interaction are critical to make contented tourists loyal low-carbon campaigners.

• openalex https://doi.org/10.3390/tourhosp7040115first seen 2026-05-17 05:47:23 · last seen 2026-05-20 05:08:35