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This study aims to investigate the impact of AI chatbots on customer trust in AI chatbots for hotel services.

The probability sampling method was employed to develop a research sample. The research uses correlation analysis and structural equation modeling to analyze the data of 413 valid observations collected in the structured questionnaire survey in Vietnam.

The paper reports that empathy response, anonymity and customization significantly impact interaction. Empathy response is found to be the strongest influence on interaction. Meanwhile, empathy response and anonymity were revealed to indirectly affect customer trust. This paper also contributes several implications for hotel providers in emerging economies.

To the best of the authors’ knowledge, this is the first study to shed light on the role of AI chatbots in explaining customers’ behavior. The results provide an enhanced understanding of how the AI chatbot system influences customers’ decision-making. It has been used to plan the chatbot application and highlight which implementation issues need the most attention in the hospitality industry.

This study aims to examine the decisive factors that affect travellers’ intention to visit ecotourism destinations.

Convenience sampling method was used to develop a research sample. The research sample includes visitors at eight ecotourism destinations in Vietnam who were randomly approached and agreed to participate in a structured questionnaire survey. The data set consists of 431 valid responses. A multivariate analysis method was used to analyse the data.

This study finds strong correlations between three factors that are important in determining the Vietnamese travellers’ intention to visit ecotourism locations. These are environmental concern, future time perspective (defined as individual views towards the importance of future time) and eco-destinations image (understood as individual perceptions of an ecotourism place). This study also reports robust associations between eco-destination image, future time perspective and environmental concern.

This study suggests policymakers in an emerging economy such as Vietnam to use efficient regulations on protecting the natural environment in tourism locations while tourism providers and marketers should invest in building eco-image of travel locations. This study also recommends public organisations to encourage greater awareness of the importance of environmental protection through education, propaganda and media as this will foster the demand for ecotourism. Last but not least, this study advises tourism marketers to develop marketing materials emphasising future time perspective and eco-destination images if they wish to promote ecotourism.

This study highlights the influential role of travellers’ future time perspective and eco-destination image in their travel intention. The existing literature does not pay sufficient attention to the impacts that these two considerations have on travellers’ environmental concerns and consequently stimulate their intention to visit ecotourism destinations. This study suggests relevant management strategies for the development of ecotourism in emerging economies.

este estudio tiene como objetivo examinar los factores decisivos que afectan la intención de los viajeros de visitar destinos de ecoturismo.

se empleó un método de muestreo conveniente para desarrollar una muestra de investigación. La muestra de investigación incluye visitantes en ocho destinos de ecoturismo en Vietnam que fueron abordados al azar y aceptaron participar en una encuesta estructurada de cuestionarios. El conjunto de datos consta de 431 respuestas válidas. Se empleó un método de análisis multivariado para analizar los datos.

el estudio encuentra fuertes correlaciones entre tres factores que son importantes para determinar la intención de los viajeros vietnamitas de visitar lugares de ecoturismo. Estas son preocupaciones ambientales, la perspectiva del tiempo futuro (definida como puntos de vista individuales hacia la importancia del tiempo futuro) e imágenes de destinos ecológicos (entendidas como percepciones individuales de un lugar). El estudio también informa asociaciones sólidas entre imágenes de eco-destinos, perspectivas de tiempo futuro y preocupaciones ambientales.

la importancia de la perspectiva del tiempo futuro y las percepciones del destino ecológico tienden a pasarse por alto en la literatura existente, que no presta suficiente atención al impacto que estas dos consideraciones tienen en la mediación de las preocupaciones ambientales de los viajeros y, en consecuencia, estimulan su intención de Visitar destinos de ecoturismo. El estudio sugiere estrategias de gestión relevantes para el desarrollo del ecoturismo en las economías emergentes.

采用便利抽样方法来收集研究样本。该研究样本包括在越南初始生态旅游目的地的访客, 他们被随机采访并同意参加问卷调查。数据集包含431个有效问卷。采用多元分析方法分析数据。

这项研究旨在探索影响旅行者访问生态旅游目的地意愿的决定性因素。

这项研究表明, 像越南这样的新兴经济体, 政策制定者采取了有效的法规来保护旅游地点的自然环境, 而旅游提供者和营销者应投资于建立旅游地点的生态形象。 这项研究还建议公共机构通过教育, 宣传和媒体鼓励人们更多地意识到环境保护的重要性, 因为这将促进对生态旅游的需求。 最后, 本研究建议旅游营销人员在开发营销材料时, 应强调未来时间观点和生态目的地形象, 从而促进生态旅游。

这项研究强调了旅行者未来时间的观点和生态目的地形象对他们旅行意愿的影响。 现有文献没有充分注意这两种考虑因素对旅行者环境关注的影响, 以及对他们前往生态旅游目的地的意愿的影响。该研究提出了新兴经济体发展生态旅游的相关管理策略。

This study investigates the moderating effect of eco-destination image on the relationships between travel motivations and ecotourism intention.

The study employs the convenience sampling method to develop a research sample, and the multivariate data analysis method to analyse the data of 435 valid observations collected in the structured questionnaire survey conducted in Vietnam.

The paper reports that the eco-destination image significantly strengthens the effects of four travel motives (i.e. excitement, escape, knowledge-seeking and self-development) on ecotourism intention. However, the moderating impact of eco-destination image on the link between socialising motive and ecotourism intention is insignificant.

This study is the first to shed light on the role of eco-destination image in strengthening the effects of travel motivations on ecotourism demand. The study provides a framework for segmenting promotion materials associated with destination image based on different types of customers' internal travel motivations. The framework includes four dimensions: (1) destination image reflecting enablers of excitement, (2) destination image reflecting enablers of escaping from daily life routine, (3) destination image reflecting enablers of knowledge-seeking and (4) destination image reflecting enablers of personal development.

This study aims to investigate the impacts of travel motivations, time perspective and city image that affect travelers’ intention to visit city tourism.

The data in this study was collected through a structured questionnaire survey conducted in three big cities in the North of Vietnam (Hanoi, Hai Phong and Ha Long). The data set consists of 625 valid responses by Vietnamese tourists. Correlation analysis and structural equation modeling were used to test the causal relationships among time perspective, city image, travel motivations and tourist intention. Confirmatory factor analysis is conducted to verify the reliability and validity of each latent construct and to evaluate the discriminant validity, convergent validity, composition reliability and average variance extracted for the latent constructs.

This study finds that tourists’ travel motivations, time perspective and city image are significantly and positively associated with their intention to visit city tourism. This study also reports that tourists’ time perspective and city image are significantly and positively related to their travel motivation which is in turn significantly and positively correlated to their intention to engage in city tourism.

City tourism providers need to seek for understanding travel motivations of potential customers. City tourism products should be promoted to people who want to travel for knowledge enhancement, seeking, self-fulfillment, socializing and escape. Tourism businesses and marketers focus more on developing the overall image of city. They should have city slogan and have strategy to establish the city branding to evoke or remind the customers to come in. Since the Corona (COVID-19) pandemic impact on every nation around the world, the artificial intelligence has to be taken on city tourism to minimize the negative influence of this pandemic.

This study reveals three key determinants of tourists’ intention including travel motivations, city image and time perspective, which have unclear study in the city tourism literature. This study also explains the role of travel motivations in mediating the impacts of their time perspective and city image on their intention to visit city tourism. Improving the city image is important to attract tourists who want to engage in city tourism for knowledge enhancement, seeking, self-fulfillment, socializing or escape. Tourism providers need to have a strategy for establishing the city branding to evoke or remind the customers to come in. The time perspective should be paid more attention to tourists who want to travel to city tourism for knowledge enhancement, seeking, self-fulfillment, socializing or escape.

This study aims to find how trade development and digitalization affect smart-green production. Four factors are investigated in these effects (certification, technology innovation, natural resource management, low pesticides).

The mix-method approach was employed from validating the measurement scale to test the proposed hypotheses. At first, the grounded theory is the most authoritative and standard research method in qualitative research. Secondly, quantitative analysis was employed to draw conclusions about the impact of digitalization and trade development on smart-green agricultural production.

The results found that digitalization and trade development impact the development of smart-green agricultural production through certification employment, technology innovation, and a decrease in pesticide usage. Moreover, digitalization and trade development also indirectly affect the development of intelligent green agricultural production. Meanwhile, digitalization has a higher impact than trade development.

This research is based on the premise that digitalization and trade development can drive smart green agricultural production. Still, some studies have found a deviation between trade development and environmental protection. Hence, future research can explore the incentive effect of trade development and digitalization on other industries. Second, the measurement of the dependent variables in this study is based on the premise that smart-green agricultural production has not been widely promoted, so the changes in production before and after the whole public participation in smart-green output have yet to be reflected.

Smart green production in agriculture is essential for a transition economy and the world to meet food security and protect the environment. However, the effects of certification, technology innovation, natural resource management, and low pesticides on smart-green agriculture production have yet to be identified. Insights from this study can help governments, policy-makers, and farmers in emerging economies by adapting their strategies within their local contexts.

This study explores the effects of gender and participation in agricultural cooperatives on biodiversity conservation farming practices in vegetable production.

This study used data collected from a survey of 627 vegetable farmers in Viet Nam and employed the Ordered Probit regression model to examine the effects of gender and participation in agricultural cooperatives on biodiversity conservation farming practices.

We find that female vegetable farmers are more likely to conduct biodiversity conservation farming practices than male farmers. This gender difference is, however, removed when participation in agricultural cooperatives is controlled, suggesting that agricultural cooperatives effectively facilitate biodiversity conservation farming practices.

It is noted that our study is not free from some limitations. First, we conducted our study on vegetable farmers only. The biodiversity conservation practices in vegetable cultivation might be different from other types of farming. Future studies should be conducted with other types of agricultural cultivation. Second, we do not have enough data to explain why female farmers are more likely to adopt biodiversity conservation practices than male farmers. Future studies should capture biological and social aspects of gender differences to address this limitation.

This study contributes to the literature on biodiversity conservation by presenting empirical evidence on the effects of gender and agricultural cooperatives. Participation in agricultural cooperatives is revealed to facilitate the adoption of biodiversity conservation practices. In addition, we find that the education of farmers, the number of years that farmers have been living in the local area and the quality of land and water are positively related to the adoption of biodiversity conservation practices in vegetable production.

This study aims to examine how university social responsibility (USR) global engagement is influenced, and its impact on service quality and “customer” loyalty. There are four determinants of USR global engagement which are responsible education programs, knowledge management, organizational management and social engagement.

The data were collected through a structured questionnaire survey conducted in five universities in Vietnam. The dataset consists of 446 valid responses by Vietnamese students. Correlation analysis and structural equation modeling (SEM) were used to test the proposed relationships. Confirmatory factor analysis (CFA) is conducted to verify the reliability and validity of each latent construct, and to evaluate the discriminant validity, convergent validity, composition reliability and average variance extracted (AVE) for the latent constructs.

This study finds statistically significant and positive effects of responsible education programs, knowledge management, organizational management and social engagement on USR global engagement. The results also reveal the interrelationships among USR global engagement, service quality and loyalty.

Firstly, universities need to facilitate the involvement of all their stakeholders when they adopt USR engagement with the world. Second, universities should seek funders in society, or funders from the trade agreement between their countries and foreign ones to invest in research projects. Third, with the IT development, universities have to explore technological innovation in their teaching and training. Fourth, universities have to reform their mission and strategy to implement USR global engagement as a central pillar.

This study has some contributions to the scarce literature on USR. This study highlights that universities in developing countries like Vietnam need to make a large effort to enhance their teaching and training systems in order to meet the global education standard. The second highlight lies in developing research projects on discovery, methodologies, interpretation and orientation. Further, universities need to address the requirement for more internal communication with students and more external communication with society. Finally, this study found that USR global engagement make customers (students, students' families, businesses, and other stakeholders) trust and become loyal to universities.

This study examines the mediating role of motivation on outdoor recreation on the attitude–behavior and social marketing–behavior linkages. The paper scrutinizes the moderating impact of coronavirus disease 2019 (COVID-19) risk perception in transforming individual motivation on nature-based outdoor recreation into environmentally responsible behavior.

Data were collected and conducted in Vietnamese National Parks. The dataset consists of 900 valid responses by domestic travelers. The research was operationalized using empirical data and employed structural equation modeling (SEM) and SPSS PROCESS analysis.

First, this study confirms that outdoor recreation activities and business's marketing on social networks tend to transform into support for individual behavior in terms of protecting environment and having responsibility for environment. Second, the current paper also represents the academic efforts to contribute to outdoor recreation literature by explaining the current global problem that has caused serious upheaval in global society as well as individual life. The findings not only confirmed the mediating role of nature-based outdoor recreation motivation between attitude and behavior, but also examined the moderating effect of COVID-19 risk perception in the relationship between motivation and behavior.

The findings indicate the significant association of social marketing, environment attitudes, outdoor recreation motivation and environmentally responsible behavior. The findings not only confirmed the mediating role of nature-based outdoor recreation motivation between attitude and behavior, but also examined the moderating effect of COVID-19 risk perception in the relationship between motivation and behavior. These results provide key insights about examining visitors' behavior for environment protection during future infectious disease outbreaks.

This paper aims to analyze the effects of organizational factors on electronic customer relationship management (e-CRM) successful implementation.

Data were collected through a structured questionnaire survey conducted in Vietnam. The dataset consists of 241 valid responses by individuals working at Vietnamese airlines. Correlation analysis and structural equation modeling were used to examine the causal relationships among organizational factors, customer orientation, knowledge management, data quality and CRM strategy.

The result shows that organizational factors have influence on e-CRM success. However, there are other factors needed to be more considered that are customer orientation having the most influence, following by knowledge management and technology. Still other factors have indirect effect on e-CRM success such as data quality and CRM strategy.

This study is among the first to examine an integrated model depicting the direct and indirect effects of organization factors on e-CRM success. From this perspective, this paper provides an improved understanding of how customer orientation and organizational factors, technology and knowledge management influences airlines applying e-CRM. This study also provides several implications for practice. The paper suggests airline providers and marketing managers, especially those in Vietnam, focus more on customer orientation activities. The paper also recommends that airlines should pay attention to its organizational structure in line with its customer-orientation strategy.

This study examines the direct and indirect impact of environmental belief, nature-based destination image and time perspective on tourist attitude towards ecotourism.

Data was collected through a structured questionnaire survey conducted in Vietnam. The dataset consists of 479 valid responses by Vietnamese tourists. Correlation analysis and structural equation modeling (SEM) were used to test the causal relationships among time perspective, environmental belief, nature-based destination and ecotourism attitude. Confirmatory factor analysis (CFA) is conducted to verify the reliability and validity of each latent construct, and to evaluate the discriminant validity, convergent validity, composition reliability and average variance extracted (AVE) for the latent constructs.

This study finds statistically significant and positive effects of time perspective, environmental belief and nature-based destination image on ecotourism attitude. The results also indicate that environmental belief is found to have statistically significant effects both direct and indirect on ecotourism attitude; its indirect effect is transmitted through nature-based destination image. Our findings demonstrate empirically that tourists are mainly attracted by natural environment sites and that tourists having environmental beliefs are likely to engage in ecotourism than other types of tourism by first influencing their attitude.

One limitation is associated with our measurement method, which relies on respondents’ self-ratings of their activities. Second, our study is based on internal consistency assessments for establishing construct reliability and validity, which might be the problem of measurement misspecification in tourism research and hinder us to adequately capture the dynamic nature of the variables and the underlying relationships. Third, the survey is conducted in one specific ecotourism nation like Vietnam, and thus, the findings must also be explained in this case.

Policymakers need to pay careful attention to the planning and conservation of local resources, as well as infrastructure, for ecotourism development. Moreover, the management of eco-site needs to maintain ecology properly, provide an authentic ecotourism experience to improve ecotourism destination. Otherwise, ecotourism operators should focus on marketing strategies to increase traditional and natural values and promote eco-friendly social standards for fostering demand.

This study examines an integrated model analyzing the impact of time perspective, environmental belief and nature-based destination on tourist attitude towards ecotourism. This study reveals the understanding of how individuals’ view towards belief in environment and location image, influences their attitude to engage in ecotourism. The study provides several implications for practice.