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July 3, 2026Advances in Hospitality and Tourism Research (AHTR)Open Access

Exploring Generation Z’s Intention to Adopt Natural-Based Tourism in Vietnam

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This study aims to identify the factors influencing Generation Z’s intention to adopt natural-based tourism in Vietnam, utilizing two theoretical frameworks.
Conducted a large-scale survey with 319 Generation Z participants
Analyzed data using Partial Least Squares Structural Equation Modeling (PLS-SEM)
Examined relationships between self-efficacy, perceived barriers, emotion, and intention to adopt.
Self-efficacy has a positive effect on perceived value, emotion, and intention to adopt.
Emotion fully mediates the relationship between perceived value and intention to adopt.
Perceived barriers and perceived threat showed insignificant effects, indicating limited relevance for Generation Z.

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Implication

Randomized survey explores how perceived value and self-efficacy affect Generation Z's interest in natural-based tourism, suggesting avenues for effective promotion.

Cite This Study

Nguyễn et al. (2026) studied this question.

synapsesocial.com/papers/6a4755345c29257aa257a652 https://doi.org/10.30519/ahtr.1838489

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Implication

Randomized survey explores how perceived value and self-efficacy affect Generation Z's interest in natural-based tourism, suggesting avenues for effective promotion.

Exploring Generation Z’s Intention to Adopt Natural-Based Tourism in Vietnam

Key Points

Discussion

Implication

Cite This Study

Exploring Generation Z’s Intention to Adopt Natural-Based Tourism in Vietnam

Key Points

Discussion

Implication

Cite This Study

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