Vietnam’s tourism in the age of sustainability: analyzing young people's intentions to support it

Abstract

The focus of this study is to discern the elements that sway young people's backing of sustainable tourism, with the ultimate goal of charting a course for the sustainable development in tourism. Utilizing a quantitative methodology, the research collected responses from 394 individuals. The results reveal that the commitment of them to support sustainable tourism is significantly shaped by their attitudes toward sustainable tourism, their beliefs, and their perceptions of a sustainable destination. Notably, the research uncovered that the image of a sustainable destination not only has a direct impact on the propensity to support sustainable tourism initiatives but also an indirect one by shaping attitudes and beliefs about sustainable tourism. In a finding that contrasts with certain existing studies, the research also suggests that a deeper environmental knowledge may actually weakens the link between a positive attitude toward sustainable tourism and the intent to support it, offering a counterintuitive insight into the dynamics at play