LET’S VISIT ANGKOR ARCHAEOLOGICAL PARK: INITIATING GREEN SERVICE VALUE AND CSR IN SIEM REAP PROVINCE, CAMBODIA

In the modern tourism landscape, green service value and corporate social responsibility (CSR) have evolved from optional ethical choices to fundamental drivers of business sustainability and competitive advantage. The advancement of these indicators within the tourist destinations can significantly influence not only public trust but also intention to visit the destinations. This research investigates tourists’ visit intention in Angkor Archaeological Park in Siem Reap Province, Cambodia, by examining its associations with green service value and trust, along with CSR as the moderator. 500 data were gathered from both local and international tourists at four different international airports of Cambodia. These data were analyzed by using a Path Analysis Method. Results revealed that green service value influenced trust and visit intention, while trust influenced visit intention. These statistics indicated that when tourists perceived more benefit from consuming green services around the Angkor Archaeological Park, they not only trusted but also wanted to visit the Angkor Archaeological Park. Furthermore, the advancement of their trust further promoted higher intention to visit the Angkor Archaeological Park. Meanwhile, CSR moderated the links between green service value and visit intention and between trust and visit intention. These moderating outcomes underscored that the more practices of CSR significantly advanced the impacts of green service value and trust on tourists’ intention to visit the Angkor Archaeological Park. This research underlined the significant r oles of green service value and CSR in promoting tourists’ visit intention in Angkor Archaeological Park, located in Siem Reap Province of Cambodia. These outcomes suggest that the Cambodian Ministry of Tourism must focus on advancing green service values and CSR campaigns among local entrepreneurs. Strengthening these indicators in Siem Reap Province will help maintain sustainable tourist visit rates for the Angkor Archaeological Park.