GO GREEN OR GO VIRAL: WHY TRAVELERS ARE WILLING TO SHARE SUSTAINABILITY POSTS ABOUT TOURISM DESTINATIONS

Abstract

This study explores the factors influencing travelers’ intention to share sustainability-related content about tourism destinations, focusing on the role of destination social responsibility and environmental triggers. Specifically, it examines how travelers’ awareness, concern, and knowledge about environmental issues shape their willingness to share sustainability messages via social media platform (Facebook). Additionally, the study investigates the moderating effects of environmental attachment, which amplifies the relationship between environmental triggers and the intention to share. Data was collected through a structured questionnaire from 317 domestic tourists, and the analysis was conducted using SmartPLS. Findings contribute to a deeper understanding of online sustainable tourism strategy by highlighting the environmental stimuli and destination social responsibility on travelers' online engagement. These insights offer practical implications for tourism marketers aiming to enhance destination value through socially responsible and eco-conscious messaging.