Millennials’ predisposition toward ecotourism: the influence of universalism value, horizontal collectivism and user generated content
This research effort empirically tests three factors hypothesized to affect Indonesian millennials’ predisposition to engage in ecotourism experiences, namely universalism value, horizontal collectivism and user generated content (UGC). Indonesia is generally considered a collectivist (as opposed to...
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Online Access: | http://repo.uum.edu.my/27760/1/JE%202020%201%2021.pdf http://repo.uum.edu.my/27760/ http://doi.org/10.1080/14724049.2020.1795183 |
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my.uum.repo.277602020-10-18T03:02:35Z http://repo.uum.edu.my/27760/ Millennials’ predisposition toward ecotourism: the influence of universalism value, horizontal collectivism and user generated content Kaihatu, Thomas S. Spence, Mark T. Kasim, Azilah Satrya, I. Dewa Gde Budidharmanto, Lexi Pranata GV Recreation Leisure This research effort empirically tests three factors hypothesized to affect Indonesian millennials’ predisposition to engage in ecotourism experiences, namely universalism value, horizontal collectivism and user generated content (UGC). Indonesia is generally considered a collectivist (as opposed to individualistic) society, yet there is variance in both universalism value and horizontal collectivism. Two studies were conducted, one at ‘soft’, and another at ‘hard’ ecotourism sites. Findings showed that universalism value is positively related to ecotourism predisposition. UGC has a marginal moderating effect on the universalism → ecotourism predisposition. Horizontal collectivism also has a marginal moderating effect on the universalism → ecotourism predisposition in soft ecotourism but has significant effect in hard ecotourism. Both have direct effects on ecotourism predispositions. Managers must recognize that millennials can be segmented based on both universalism value and horizontal collectivism; and that to appeal to those with higher levels on these value dimensions UGC should be encouraged. Routledge 2020 Article PeerReviewed application/pdf en http://repo.uum.edu.my/27760/1/JE%202020%201%2021.pdf Kaihatu, Thomas S. and Spence, Mark T. and Kasim, Azilah and Satrya, I. Dewa Gde and Budidharmanto, Lexi Pranata (2020) Millennials’ predisposition toward ecotourism: the influence of universalism value, horizontal collectivism and user generated content. Journal of Ecotourism. pp. 1-20. ISSN 1472-4049 http://doi.org/10.1080/14724049.2020.1795183 doi:10.1080/14724049.2020.1795183 |
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GV Recreation Leisure Kaihatu, Thomas S. Spence, Mark T. Kasim, Azilah Satrya, I. Dewa Gde Budidharmanto, Lexi Pranata Millennials’ predisposition toward ecotourism: the influence of universalism value, horizontal collectivism and user generated content |
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This research effort empirically tests three factors hypothesized to affect Indonesian millennials’ predisposition to engage in ecotourism experiences, namely universalism value, horizontal collectivism and user generated content (UGC). Indonesia is generally considered a collectivist (as opposed to individualistic) society, yet there is variance in both universalism value and horizontal collectivism. Two studies were conducted, one at ‘soft’, and another at ‘hard’ ecotourism sites. Findings showed that universalism value is positively related to ecotourism predisposition. UGC has a marginal moderating effect on the universalism → ecotourism predisposition. Horizontal collectivism also has a marginal moderating effect on the universalism → ecotourism predisposition in soft ecotourism but has significant effect in hard ecotourism. Both have direct effects on ecotourism predispositions. Managers must recognize that millennials can be segmented based on both universalism value and horizontal collectivism; and that to appeal to those with higher levels on these value dimensions UGC should be encouraged. |
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Article |
author |
Kaihatu, Thomas S. Spence, Mark T. Kasim, Azilah Satrya, I. Dewa Gde Budidharmanto, Lexi Pranata |
author_facet |
Kaihatu, Thomas S. Spence, Mark T. Kasim, Azilah Satrya, I. Dewa Gde Budidharmanto, Lexi Pranata |
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Kaihatu, Thomas S. |
title |
Millennials’ predisposition toward ecotourism: the influence of universalism value, horizontal collectivism and user generated content |
title_short |
Millennials’ predisposition toward ecotourism: the influence of universalism value, horizontal collectivism and user generated content |
title_full |
Millennials’ predisposition toward ecotourism: the influence of universalism value, horizontal collectivism and user generated content |
title_fullStr |
Millennials’ predisposition toward ecotourism: the influence of universalism value, horizontal collectivism and user generated content |
title_full_unstemmed |
Millennials’ predisposition toward ecotourism: the influence of universalism value, horizontal collectivism and user generated content |
title_sort |
millennials’ predisposition toward ecotourism: the influence of universalism value, horizontal collectivism and user generated content |
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Routledge |
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2020 |
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http://repo.uum.edu.my/27760/1/JE%202020%201%2021.pdf http://repo.uum.edu.my/27760/ http://doi.org/10.1080/14724049.2020.1795183 |
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