Taylor's FSLM Journals
Moderating Impact of Perceived Tourist Effectiveness and Green Image of Green Dining-Behavioural Manifestation Link: Empirical Evidence from Sikkim

@ Asia-Pacific Journal of Innovation in Hospitality and Tourism

Online ISSN: 2710-6519

Arup Kumar Baksi


Global consumerism is gradually undergoing a paradigmatic shift as global climatic turbulence has compelled the customers to rethink their consumption practices. Responsible tourism has emerged as an offshoot to this change as the hospitality and tourism industry considers redesigning its products/ services while acknowledging its responsibilities to ensure minimum environmental hazard. 1bis study attempts to empirically investigate the possible moderating impact of the perceived tourist effectiveness (independent variables) and perceived image of restaurant service providers on green dining practices with the dependent variable being the behavioural manifestation link. For the data analysis, a number of multivariate statistical procedures and structural equation modeling were applied. The results revealed a significant correlation between the variables under study. The study has future scopes where demographical effects and price-sensitivity of green consumption habits may be tested.

Key words: Behavioural manifestation, green dining, image, hospitality, restaurant, tourist effectiveness.