Factors Influencing the Intention to Choose Green Tourism among Young People in Ho Chi Minh City, Vietnam

Abstract

Background: Developing green tourism is necessary; this should also be the long-term orientation for Vietnamese tourism in the context of changing environmental conditions.

Objective: This study examined the influence of various factors on the intention of young people in Ho Chi Minh City to choose green tourism.

Methodology: Research data were collected from 311 samples through both direct and online surveys. The proposed model includes subjective norms, attitudes toward green tourism, perceived behavioural control, destination green image, awareness of green tourism, and environmental concerns based on multiple linear regression.

Result: The results indicate that subjective norms do not have a statistically significant effect intention of young people in Ho Chi Minh City to choose green tourismwhile the remaining factors positively influence the intention to choose green tourism in Ho Chi Minh City.

Conclusion: The intention to choose green tourism is strongly impacted by factors related to environmental awareness and attitudes. Environmental concern emerged as the most influential factor in green tourism intention in the standardised regression equation.

Unique Contribution: These contributions are expected to assist tourism managers and businesses in understanding the factors affecting young people's green tourism intentions, thereby enabling the development of appropriate management plans and marketing strategies.

Key Recommendation: Tourism managers and companies should implement robust communication strategies, raise public awareness about the benefits of green tourism, and develop environmentally friendly destinations.