Purpose This study aims to examine the value-driven mechanisms underlying tourists' intention to engage in negative electronic word-of-mouth (eWOM) regarding environmental issues at island destinations. It investigates how self-transcendence and self-enhancement values shape eWOM behaviour, and explores the moderating roles of perceived environmental degradation and natural attractiveness. Design/methodology/approach The study employs a quantitative approach with a quantitative survey of 840 tourists visiting Ha Long Bay, Cat Ba Island and Cham Islands. The conceptual model was tested using structural equation modelling in WarpPLS 8.0. Findings Results indicate that biospheric and altruistic values predict negative eWOM via awareness of consequences and personal norms, while hedonic and egoistic values operate through disconfirmation and dissatisfaction. Perceived environmental degradation amplifies these effects, while perceived natural attractiveness strengthens biospheric values responses but not altruistic ones. Research limitations/implications The study advances theory by extending VBN to digital tourism and integrating attribution mechanisms, showing that negative eWOM reflects value-driven moral responses. Practically, it guides destination managers to align sustainability communication with tourists' value orientations. Practical implications The study demonstrates that destination managers should protect environmental quality and natural attractiveness to enhance satisfaction and reduce reputational risks. It also shows that aligning sustainability communication with tourists' value orientations can limit negative eWOM and encourage pro-environmental behaviours from tourists. Originality/value This study extends Value-Belief-Norm and Expectancy-Disconfirmation theories into the digital tourism context, highlighting how tourists' value orientations interact with situational perceptions to influence environmental advocacy through negative eWOM.
Long Phi Nguyen (2025) studied this question.