The Effect of Mindset on Tourist Behaviour and Mindful Consumption in a Community Enterprise in Krabi, Thailand
The Effect of Mindset on Tourist Behaviour and Mindful Consumption in a Community Enterprise in Krabi, Thailand
Author(s): Sudjai Jirojkul, Siwarit Pongsakornrungsilp, Nontipak Pianroj, Prachyakorn Chaiyakot, Mia Shahin, Tawakul Masst, Kua-anan TechatoSubject(s): Social psychology and group interaction, Applied Sociology
Published by: UIKTEN - Association for Information Communication Technology Education and Science
Keywords: Mindful consumption; Mindful mindset; Mindful behaviour; Intangible value; and Social initiative
Summary/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.
Journal: TEM Journal
- Issue Year: 10/2021
- Issue No: 3
- Page Range: 1082-1091
- Page Count: 10
- Language: English