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This study investigates what drives Generation Z to select green tourism destinations in Hanoi, Vietnam.

June 17, 2026Tourism and HospitalityOpen Access

Factors Influencing Generation Z’s Intention to Choose Green Tourism Destinations in Hanoi, Vietnam

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This study investigates what drives Generation Z to select green tourism destinations in Hanoi, Vietnam.
Mixed-method approach combining quantitative and qualitative data
Data collected from 269 Gen Z respondents in Hanoi
Analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM)
External environmental stimuli like green destination image and social media influence boost environmental awareness and positive attitudes towards green tourism.
Positive psychological states strongly enhance Gen Z’s intention to choose green tourism destinations.

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Mixed-method study evaluates factors affecting Gen Z's choice of green tourism destinations, indicating key influences.

Anh et al. (2026) studied this question.

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