...Nguyet Thi Anh Pham; Mai Thi Thu Le; Hung Vu Nguyen; Tinh Thi Duong Purpose From the social cognitive theory of mass communication, this study examines how Generation Z consumers’ engagement with pro-environmental content on social media can explain their ecotourism intention. Different from...

... of perceived value and materialism on ecotourism intention and tourists' WTPP for ecotourism. This study reveals the understanding of how individuals' concern about the value of ecological sites and influences their intention to actual behavior in engaging ecotourism. Significant practical implications...