Role of Innovation, Policy, Social Media, and Environmental Munificence for Sustainable Ecotourism Development in Punjab, India

Pooja Kansra, Sumit Oberoi (), Nripendra Singh and Hayeon (Hailey) Choi ()
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Pooja Kansra: Mittal School of Business, Lovely Professional University, Khajurla 144411, Punjab, India
Nripendra Singh: Department of Business, Economics & Communication, Pennsylvania Western University, Clarion, PA 16214, USA
Hayeon (Hailey) Choi: Department of Hospitality and Retail Management, Texas Tech University, Lubbock, TX 79415, USA

Sustainability, 2024, vol. 16, issue 21, 1-15

Abstract: Sustainable ecotourism is tourism that meets the prerequisites of responsible travel and environmental conservation and improves the financial well-being of local businesses. This study investigates the role of ecotourism policy, innovation, and social media as direct antecedents of sustainable ecotourism development and the moderating role of environmental philanthropy. A quantitative process was used, and existing validated scales were used to develop the survey instrument. A partial least squares path modeling technique was utilized to test the model. The study results show that ecotourism policy, innovation, and social media significantly influence ecotourism development, and environmental munificence determines the moderating role. This study suggests that tourism firms and local businesses should focus more on innovations and their applications. The role of social media and influences should also be extensively promoted amongst locals, tourists, and firms to achieve sustainable ecotourism development. This study extends the research by using the sustainable tourism theory as the theoretical foundation and validating the moderating role of environmental munificence between innovation and sustainable ecotourism development.

Keywords: ecotourism; environmental munificence; innovation; ecotourism policy; social media; sustainability (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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