TEM Journal (Aug 2021)

The Effect of Mindset on Tourist Behaviour and Mindful Consumption in a Community Enterprise in Krabi, Thailand

  • Sudjai Jirojkul,
  • Siwarit Pongsakornrungsilp,
  • Nontipak Pianroj,
  • Prachyakorn Chaiyakot,
  • Shahin Mia,
  • Tawakul Masst,
  • Kuaanan Techato

Journal volume & issue
Vol. 10, no. 3
pp. 1082 – 1091


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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.