Green tourism intentions among Vietnamese Youths: The case of a digitalized tourism market

Résumé fourni par la source

Amid climate change pressures and rapid digital transformation, green tourism has become an important pathway for promoting sustainable tourism development. This study investigates the factors influencing young people’s green tourism intentions in the Mekong Delta, with particular attention to the role of digital communication. Drawing on the Theory of Planned Behavior, the study extends the traditional framework by incorporating digital communication as an additional explanatory factor. Survey data were collected from 250 young respondents and analyzed using reliability testing, exploratory factor analysis, and regression analysis. The findings show that subjective norms, digital communication, environmental concern, perceived behavioral control, and attitude toward green tourism all positively influence green tourism intention. Among these factors, subjective norms and digital communication emerge as particularly important drivers, highlighting the role of social influence and online communication in shaping young travelers’ sustainable tourism choices. The study contributes to the green tourism literature by extending TPB in a digitalized tourism context and provides practical implications for tourism businesses and policymakers seeking to promote green tourism among young people in the Mekong Delta.