The Moderating Role of Hedonic Values in Green Tourism: A Mixed-Method Study on Service Perceptions, Memorable Experiences, Travel Intentions, and Quality of Life

This mixed-method study investigates the moderating role of hedonic values in the relationships among green perceived service values, green memorable experiences, green travel intentions, and quality of life within a sample of 466 Vietnamese tourists and fifteen qualitative participants. Utilizing the Stimulus-Organism-Response framework, the quantitative findings reveal that green perceived service values significantly impact green memorable experiences and quality of life while also mediating the relationship between these experiences and travel intentions. The qualitative insights further elucidate these relationships, highlighting themes such as conscious consumerism, emotional connections to nature, and the interplay between comfort and sustainability in travel choices. Notably, hedonic values were found to moderate the effect of green memorable experiences on travel intentions and quality of life, reinforcing the importance of integrating pleasure and responsibility in green tourism initiatives. This study contributes valuable insights to the fields of tourism and sustainability, offering practical implications for enhancing green travel marketing strategies.