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Vol.10, No.3, August 2021. ISSN: 2217-8309 eISSN: 2217-8333
TEM Journal
TECHNOLOGY, EDUCATION, MANAGEMENT, INFORMATICS Association for Information Communication Technology Education and Science |
The Effect of Mindset on Tourist Behaviour and Mindful Consumption in a Community Enterprise in Krabi, Thailand
Sudjai Jirojkul, Siwarit Pongsakornrungsilp, Nontipak Pianroj, Prachyakorn Chaiyakot, Shahin Mia, Tawakul Masst, Kuaanan Techato
© 2021 Kuaanan Techato, published by UIKTEN. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License. (CC BY-NC-ND 4.0)
Citation Information: TEM Journal. Volume 10, Issue 3, Pages 1082-1091, ISSN 2217-8309, DOI: 10.18421/TEM103-11, August 2021.
Received: 19 February 2021. Revised: 10 July 2021.
Abstract:
The research examined the mindful consumption theory, focusing on the importance of sustainable consumption in the tourism sector in the future. An exploratory factor analysis of survey responses from 400 tourists who travelled to a community in Krabi, Thailand, revealed that the mindful mindset consists of four factors and mindful behaviour consists of six factors. A confirmatory factor analysis found that the adapted model corresponded to the empirical data and confirmed that the factors identified in the exploratory analysis were accurate.
Keywords –Mindful consumption, Mindful mindset, Mindful behaviour, Intangible value, and Social initiative. |
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