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Keywords: Value-belief-norm
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Journal Articles
Value-driven environmental advocacy in tourism: understanding the drivers of negative eWOM among tourists visiting island destinations
Available to Purchase
Journal of Hospitality and Tourism Insights (2026) 9 (2): 747–766.
Published: 01 October 2025
... attractiveness to enhance satisfaction and reduce reputational risks. It also shows that aligning sustainability communication with tourists' value orientations can limit negative eWOM and encourage pro-environmental behaviours from tourists. Originality/value This study extends Value-Belief-Norm...
