Exploring Travel Intention of Vietnamese Gen Z Travelers to Dark Tourism Sites

This study explores the travel intentions of Vietnamese Generation Z toward dark tourism using the Theory of Planned Behavior (TPB). Based on 342 valid survey responses, the research examines how superstition and psychological constraints influence attitudes, subjective norms, perceived behavioral control, and behavioral intention. The findings indicate that superstition positively affects all three core TPB components. Furthermore, psychological constraints also positively influence these constructs. This demonstrates that in the context of dark tourism, internal psychological barriers act as motivators rather than deterrents, as young travelers actively seek emotional challenges and thrills. Practically, this study recommends using peer-based social influence and emotional preparation to encourage youth participation in dark tourism. Ultimately, this research provides theoretical updates and practical guidance for responsible tourism marketing in Southeast Asia and similar cultural settings.