Green-Induced tourist equity: the cross-level effect of regional environmental performance

This study extends the customer equity paradigm to propose a green induced tourist equity model in the tourism context. Drawing on the attitude literature pertaining to subliminal persuasion and priming, we argue that the environment performance of the source market plays a pivotal role in inadvertently stimulate tourists to grave from a greener place to visit and hence, greater revisit desire for the destination. We develop a series of...