Discovery sustainable servicescape on behavioural intention practices and nationality: The moderating role of parasocial interaction

The application of marketing strategies and advance technology to encourage customers’ sustainable behaviour intentions is a critical issue and is receiving increasing attention in terms of sustainable hotel operations and resource allocation. This study used structural equation modeling (SEM) in analyzing the data drawn from a survey of 792 experienced respondents. Results suggest that 7P marketing strategy has significant indirect influence on the behavioural intentions of word-of-mouth (WOM) and hotel booking intention through the positive and significant mediating effects of perceived trust, performance expectancy, gratification, values of nature, and voluntary reduction in tourist eco-behaviour (VRTE). However, VRTE has insignificant mediation effect on the relationship between perceived trust and performance expectancy. This is the same with performance expectancy that has insignificant indirect effect from VRTE to behavioural intentions. Furthermore, parasocial interaction is confirmed to moderate the relationship between performance expectancy and behavioural intentions. The current research presents several theoretical implications in the research field and management implications for sustainable hotel managers and recommendations for future research directions.