Analyzing generation Z’s intentions to support sustainable tourism development in Nha Trang
Abstract
Purpose
This study aims to examine the determinants of Generation Z's intention to support sustainable development in tourism, with a focus on Nha Trang, Vietnam (a coastal city with famous tourism activities).
Design/methodology/approach
The study was conducted with an aid of SPSS 20.0 and SmartPLS 4.0 softwares to analyze the data collected from 394 valid respondents in Ho Chi Minh City through a cross-sectional method with a self-administered survey.
Findings
Empirical evidence revealed that sustainable tourism attitude, sustainable tourism belief and perceived sustainable destination image positively influenced Generation Z's support intentions toward sustainable tourism. In addition, perceived sustainable destination image also indirectly impacted intention to support sustainable tourism through the sustainable tourism attitude and/or belief (both single and sequential mediations).
Originality/value
This is among pioneering studies to figure out that knowledge negatively moderated the relationship between sustainable tourism attitude and intention to support sustainable tourism.
Keywords
Acknowledgements
First, we would like to express our gratitude to the University of Economics Ho Chi Minh City (UEH), Vietnam, for fully funding this research (Grant code: 2024-01-23-2061). We are also thankful to the Deputy Editor and Reviewers for their invaluable suggestions and comments, which have significantly enhanced the quality of this paper. The second author gratefully acknowledges the support of Mr. Le Ha Thanh Minh, whose inspiration was crucial in making this study possible. Heartfelt appreciation also goes to Mr. Le Ha Thanh Minh and Ms. Hoang Bich Ngan Ha for assisting the author in accessing credible Scopus and WoS data sources referenced in this paper. Finally, the author dedicates this study to his parents, who have sacrificed so much to igniting the fire in his life.
During the time implementing and completing this research, we have received the sincere and valuable supports as well as encouragement from many people, respondents, experts as well as our colleagues from the UEH. We sincerely thank to all.
Funding: This paper was funded by the University of Economics Ho Chi Minh City (UEH) in Vietnam.
Ethical approval: This research has no grant or relevant data from any organization.
Informed consent: This research was obtained from approval of all participants and/or their legal guardians for participation in the study. This article does not contain any studies with human participants performed by any of the authors’.
Credit authorship contribution statement: Hoang Cuu Long: Funding acquisition, Project administration, Supervision. Nguyen Ha Duy: Conceptualization, Data curation, Formal analysis, Investigation, Methodology, Project administration, Resources, Software, Validation, Visualization, Writing - original draft, Writing - review and editing.
Declaration of competing interest: The authors declare that there are no known competing financial interests or personal relationships that could have affected this reported work.
Citation
Hoang, L.C. and Nguyen, H.D. (2024), "Analyzing generation Z’s intentions to support sustainable tourism development in Nha Trang", Journal of Global Responsibility, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JGR-01-2024-0012
Publisher
:Emerald Publishing Limited
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