GO-GREEN GASTRONOMY DELIVERY: THE ROLE OF GREEN-PACKAGE DESIGN ENHANCING QUALITY AND VALUE CREATION ON BANG SAEN’S TOURIST DESTINATION
Gastronomic tourism is a key tourism type that significantly impacts Thailand economy. This study aims to underline the correlation between green package design and the quality of food delivery service, perceived value, and customer satisfaction of green gastronomy of the tourist destination Bang...
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| Format: | Article |
| Language: | English |
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Editura Universităţii din Oradea
2024-12-01
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| Series: | Geo Journal of Tourism and Geosites |
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| Online Access: | https://gtg.webhost.uoradea.ro/PDF/GTG-4spl-2024/gtg.574spl27-1380.pdf |
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| author | Parinya NAKPATHOM Kannapat KANKAEW Charlton BRUTON Ali Mohsin Salim Ba AWAIN Ali Said JABOOB Hyewon JANG Chee Keng LEE |
| author_facet | Parinya NAKPATHOM Kannapat KANKAEW Charlton BRUTON Ali Mohsin Salim Ba AWAIN Ali Said JABOOB Hyewon JANG Chee Keng LEE |
| author_sort | Parinya NAKPATHOM |
| collection | DOAJ |
| description | Gastronomic tourism is a key tourism type that significantly impacts Thailand economy. This study aims to underline
the correlation between green package design and the quality of food delivery service, perceived value, and customer satisfaction
of green gastronomy of the tourist destination Bang Saen. It expounds on how the norm activation model and the theory of
planned behavior enhance both pro-social behavior and rational decision-making. Ultimately, it examines the government
campaign on “Go Ea(s)t and Go Green” on the east coast of Thailand. The study focused on Bang Saen area along the east coast
of Thailand. The sample groups were tourists experiencing green gastronomy services during their stays. The questionnaire was
administered for data collection both onsite and online. The direct and indirect effects were examined by Partial Least SquareStructural Equation Modelling (PLS-SEM). There were 408 respondents of whom 71 percent are generation Z. It is
recognized that the green packaging has a high direct impact on the quality of green food delivery service and customer
perceived value. This study thoroughly investigates the psychological aspect of seeing through bare eyes on forming a
perception to attitude, and personal norms to behavior preference. We locate that ecological awareness, personal health
consciousness, and societal influences are critical in customer decisions. It endows a better understanding of the inherent
motivations behind green consumption and, allows gastronomic business to modify their tactics to fit with these driving forces. |
| format | Article |
| id | doaj-art-7443b3d27b4345e4a9b28db612b5cf25 |
| institution | Kabale University |
| issn | 2065-0817 2065-1198 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | Editura Universităţii din Oradea |
| record_format | Article |
| series | Geo Journal of Tourism and Geosites |
| spelling | doaj-art-7443b3d27b4345e4a9b28db612b5cf252025-08-20T03:40:29ZengEditura Universităţii din OradeaGeo Journal of Tourism and Geosites2065-08172065-11982024-12-01574 supplement2133214210.30892/gtg.574spl27-1380GO-GREEN GASTRONOMY DELIVERY: THE ROLE OF GREEN-PACKAGE DESIGN ENHANCING QUALITY AND VALUE CREATION ON BANG SAEN’S TOURIST DESTINATIONParinya NAKPATHOM0Kannapat KANKAEW1Charlton BRUTON2Ali Mohsin Salim Ba AWAIN3Ali Said JABOOB4Hyewon JANG5Chee Keng LEE6Burapha University, International College, Chonburi, Thailand, e-mail: parinyan@go.buu.ac.thBurapha University, International College, Chonburi, Thailand, e-mail: kannapat.ka@go.buu.ac.thBurapha University, International College, Chonburi, Thailand, e-mail: charltonthomas@go.buu.ac.thUniversity of Technology and Applied Science, Department of Business Administration, Salalah, Oman, e-mail: ali.baawain@utas.edu.omDhofar University, College of Law, Dhofar, Oman, e-mail: ajaboob@du.edu.om Andong National University, Graduate School of Creative Industry, Andong, South Korea, e-mail: hwjang@anu.ac.kr National University of Singapore, NUS College, Singapore, Singapore, e-mail: ckenglee@nus.edu.sgGastronomic tourism is a key tourism type that significantly impacts Thailand economy. This study aims to underline the correlation between green package design and the quality of food delivery service, perceived value, and customer satisfaction of green gastronomy of the tourist destination Bang Saen. It expounds on how the norm activation model and the theory of planned behavior enhance both pro-social behavior and rational decision-making. Ultimately, it examines the government campaign on “Go Ea(s)t and Go Green” on the east coast of Thailand. The study focused on Bang Saen area along the east coast of Thailand. The sample groups were tourists experiencing green gastronomy services during their stays. The questionnaire was administered for data collection both onsite and online. The direct and indirect effects were examined by Partial Least SquareStructural Equation Modelling (PLS-SEM). There were 408 respondents of whom 71 percent are generation Z. It is recognized that the green packaging has a high direct impact on the quality of green food delivery service and customer perceived value. This study thoroughly investigates the psychological aspect of seeing through bare eyes on forming a perception to attitude, and personal norms to behavior preference. We locate that ecological awareness, personal health consciousness, and societal influences are critical in customer decisions. It endows a better understanding of the inherent motivations behind green consumption and, allows gastronomic business to modify their tactics to fit with these driving forces. https://gtg.webhost.uoradea.ro/PDF/GTG-4spl-2024/gtg.574spl27-1380.pdfnorm activation modelgreen package designgastronomytheory of planned behaviorgreen food delivery service |
| spellingShingle | Parinya NAKPATHOM Kannapat KANKAEW Charlton BRUTON Ali Mohsin Salim Ba AWAIN Ali Said JABOOB Hyewon JANG Chee Keng LEE GO-GREEN GASTRONOMY DELIVERY: THE ROLE OF GREEN-PACKAGE DESIGN ENHANCING QUALITY AND VALUE CREATION ON BANG SAEN’S TOURIST DESTINATION Geo Journal of Tourism and Geosites norm activation model green package design gastronomy theory of planned behavior green food delivery service |
| title | GO-GREEN GASTRONOMY DELIVERY: THE ROLE OF GREEN-PACKAGE DESIGN ENHANCING QUALITY AND VALUE CREATION ON BANG SAEN’S TOURIST DESTINATION |
| title_full | GO-GREEN GASTRONOMY DELIVERY: THE ROLE OF GREEN-PACKAGE DESIGN ENHANCING QUALITY AND VALUE CREATION ON BANG SAEN’S TOURIST DESTINATION |
| title_fullStr | GO-GREEN GASTRONOMY DELIVERY: THE ROLE OF GREEN-PACKAGE DESIGN ENHANCING QUALITY AND VALUE CREATION ON BANG SAEN’S TOURIST DESTINATION |
| title_full_unstemmed | GO-GREEN GASTRONOMY DELIVERY: THE ROLE OF GREEN-PACKAGE DESIGN ENHANCING QUALITY AND VALUE CREATION ON BANG SAEN’S TOURIST DESTINATION |
| title_short | GO-GREEN GASTRONOMY DELIVERY: THE ROLE OF GREEN-PACKAGE DESIGN ENHANCING QUALITY AND VALUE CREATION ON BANG SAEN’S TOURIST DESTINATION |
| title_sort | go green gastronomy delivery the role of green package design enhancing quality and value creation on bang saen s tourist destination |
| topic | norm activation model green package design gastronomy theory of planned behavior green food delivery service |
| url | https://gtg.webhost.uoradea.ro/PDF/GTG-4spl-2024/gtg.574spl27-1380.pdf |
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