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Keywords: Norm activation model
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Journal Articles
Journal of Hospitality and Tourism Insights (2025) 8 (8): 2976–2994.
Published: 23 August 2024
... of this research employs an integrated approach consisting of two psychological frameworks: the Norm Activation Model (NAM) and the Technology Acceptance Model (TAM). Design/methodology/approach The integrated NAM-TAM model is implemented to conduct a survey (sample n = 777) with visitors to Hanoi...
Journal Articles
Journal of Hospitality and Tourism Insights (2025) 8 (1): 20–40.
Published: 24 May 2024
...Guy Assaker Purpose This study examines the effect of sustainable development goal (SDG) concerns regarding the sustainability issues raised in the United Nations SDG agenda on pro-sustainable travel behavior (PSTB) by building on the norm activation model as well as value theory (altruism...
