Tóm tắt
With the development of information technology and the internet, the article focuses on studying the impact of social networks and Chatbot e-services on customer behaviors. Specifically, customers are willing to pay for ecotourism (services, products) and are ready to protect the environment. The findings indicate the significant association of environment concern, political concern, and social value with people’s intention toward ecotourism and their WTP premium for protecting the environment at ecotourism sites. The role of social networks is also suggested as moderating the relationship between these proposed factors and WTP while Chatbot e-services are considered as the critical factor for transferring individual intention to their actual action. This study highlights the role of social networks and Chatbot e-services in attracting people to visit eco-destinations as well as calling them to protect the environment and natural resources.
