How ESG Signals Shape Tourists’ Premium-Paying Behavior in Community-Based Homestays
ESGシグナルがコミュニティベースのホームステイにおける観光客のプレミアム支払い行動に与える影響 (AI 翻訳)
Duangrat Tandamrong, Waraphon Klinsreesuk, Jakkawat Laphet, S. Aujirapongpan
🤖 gxceed AI 要約
日本語
本研究は、国際観光客のESG認識がコミュニティベースのホームステイにおけるプレミアム支払い意思に与える影響を検証。タイ・メーカンポン村で300人の観光客データをPLS-SEMで分析し、ESG認識が信頼と予約意向を高め、結果的にプレミアム支払いを促進することを示した。観光地の持続可能性イメージは間接的に信頼を通じてのみ予約意向に影響する。
English
This study examines how international tourists' ESG perceptions affect their willingness to pay a premium for community-based homestays. Using PLS-SEM on data from 300 tourists in Thailand, it finds that ESG perception enhances trust and booking intention, which drive premium payment. Community sustainability image influences booking intention only indirectly through trust.
Unofficial AI-generated summary based on the public title and abstract. Not an official translation.
📝 gxceed 編集解説 — Why this matters
日本のGX文脈において
タイの事例だが、日本でも訪日外国人観光客向けのエコツーリズムや民泊におけるESGコミュニケーションの重要性を示唆する。日本の観光業界がサステナビリティ認証や情報開示を強化する上で参考になる。
In the global GX context
While set in Thailand, the study offers insights for global tourism operators on how ESG signals build trust and justify premium pricing. It underscores the role of transparent ESG communication in community-based tourism, relevant to destinations seeking sustainable competitiveness.
👥 読者別の含意
🔬研究者:Provides empirical evidence of ESG signaling in tourism, extending the literature to community-based accommodations and highlighting trust as a mediator.
🏢実務担当者:Homestay operators and tourism boards can use transparent ESG communication to build trust and justify premium pricing.
🏛政策担当者:Policymakers in sustainable tourism can leverage ESG frameworks to enhance destination credibility and support community-based tourism initiatives.
📄 Abstract（原文）
This study examines how international tourists’ perceptions of environmental, social, and governance (ESG) practices influence their willingness to pay a premium for community-based homestays. Grounded in signaling theory, ESG perception is conceptualized as a credibility signal that reduces perceived uncertainty in community-based accommodation settings. Data were collected from 300 international tourists visiting Mae Kampong Village, Chiang Mai, Thailand, and analyzed using partial least squares structural equation modeling (PLS-SEM). To strengthen predictive assessment, the model was additionally evaluated using PLSpredict, Q2_predict, and the Cross-Validated Predictive Ability Test (CVPAT). The results indicate that ESG perception significantly enhances community sustainability image, trust, and booking intention. Trust partially mediates the relationships between ESG perception and both booking intention and willingness to pay a premium, while booking intention demonstrates the strongest effect on willingness to pay a premium. Community sustainability image does not directly influence booking intention but instead operates indirectly through trust. Environmental concern significantly influences willingness to pay a premium, although its moderating effect is not supported. The findings suggest that tourists in community-based homestay environments rely heavily on trust-based psychological assurance when making accommodation decisions. This study extends ESG tourism research into community-based accommodation contexts and highlights the importance of trust in high-uncertainty tourism environments. The findings also emphasize the importance of transparent ESG communication and trust-building strategies for strengthening sustainable tourism competitiveness.
🔗 Provenance — このレコードを発見したソース
- semanticscholar https://www.mdpi.com/2673-5768/7/6/174/pdf?version=1781531973first seen 2026-07-16 06:06:58
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