Trend of green accommodation service development: Research on factors affecting people's intention to choose this service in Ho Chi Minh City

Abstract

In recent years, Vietnam's tourism industry has been experiencing outstanding and strong development, becoming one of the key economic sectors, contributing significantly to the growth of the national economy. However, in parallel with this continuous development, we are witnessing many negative impacts on the environment when overexploitation of resources and pollution reaching alarming levels have made the atmosphere increasingly dangerous. Faced with that situation, green accommodation services were born as an effective solution that helps continue to enhance the growth of the tourism industry while combining environmental protection actions. Many tourists have expressed a positive attitude, satisfaction and appreciation for the novelty of green accommodation services and more or less desire to experience it, because they feel that their actions are contributing to protecting green accommodation. The living environment is better. Recognizing the importance of this issue, the authors decided to research the topic: " Trend of green accommodation service development: Research on factors affecting people's intention to choose this service in Ho Chi Minh City". The research team proposed a research model based on previous related studies, theoretical foundations and secondary data sources from official sources. The official research method is a quantitative method, through primary data collection with a survey questionnaire on Google Form, with 380 qualified observations. From the above data results, the team used SPSS version 27 support software to process data to test Cronbach's Alpha reliability, analyze EFA exploratory factors, test correlation coefficients, and analyze linear regression, calculate and test the difference using T-Test and ANOVA methods. With the research results obtained, the team achieved the set goal and drew important conclusions when studying 6 factors affecting people's intention to choose green accommodation services in Ho Chi Minh City includes: Reliability, service quality, environmental awareness, satisfaction, price and policy. From there, the research team draws out the limitations of the study as well as practical recommendations, contributing to improving the theoretical and practical basis system on factors affecting the intention to choose green accommodation services of people in Ho Chi Minh City.