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This is a Quantitative Study study.

Coastal Geographies of Willingness to Sacrifice for Sustainability: The Role of Value Orientations Toward Green Tourism

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Analysis shows value orientations impact pro-environmental behavioral intentions in sustainability efforts at coastal tourism spots.

Pro-environmental behavioral intentions are influenced by tourists' value orientations, impacting sustainability initiatives.
Sustainability efforts are vital for attracting and retaining tourists in the Eastern Economic Corridor coastal areas.
Structural model analysis confirmed relationships within the framework regarding tourist sacrifices for sustainability.
Findings emphasize the need for eco-friendly practices in coastal tourism, highlighting managerial implications for growth.

Inprasertkul et al. (2025) studied this question.

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