Аннотация
As digital platforms become central to travel planning, consumers' familiarity with online systems increasingly shapes their engagement with environmentally responsible accommodations. In this study, the authors examined how technological awareness influences tourists' online booking intention in the green resort industry through technological innovation, technological readiness, perceived value, and satisfaction. Data were collected from 450 Thai tourists across different destinations in Thailand and analyzed using structural equation modeling. The results show that technological awareness significantly influences technological innovation, technological readiness, perceived value, and booking intention. Technological readiness also affects innovation, perceived value, and satisfaction. In addition, innovation enhances perceived value and satisfaction, while perceived value and satisfaction significantly increase tourists' intention to book green resorts online.