Factors influencing young people's decision to choose green tourism destinations: a case study in Ho Chi Minh City

Abstract

Tourists in Vietnam currently have a basic understanding of green tourism destinations and forms. Young people are beginning to have a deeper awareness of the positive effects of green tourism on the environment and the quality of experiences. The purpose of this research is to investigate the factors that may influence young people's decision when choosing green tourism destinations in Ho Chi Minh City. This research combines in-depth interviews with qualitative methods, adjusting scales and research design. Quantitative data from 357 valid samples were collected via an online survey using Google Forms. Using IBM SPSS Statistics 20.0, the research team conducted data analysis, including regression, correlation, exploratory factor analysis (EFA), and reliability testing. The results show that young people's decision to choose green tourism destinations is influenced by five factors: price, subjective norms, service quality, travel opportunities, perceived behavioral control, and environmental concern. Among these factors, environmental concern and price have the greatest impact on purchasing decision. Since decision to choose can be a reliable indicator of future green tourism service adoption, this study provides valuable information for marketers, government agencies, and companies aiming to adjust their marketing strategies to promote green tourism destinations among young people in Ho Chi Minh City.