Purpose

The purpose of this paper is to investigate factors affecting Vietnamese people’s sustainable tourism intention (IN) with extended the theory of planned behavior (TPB).

Design/methodology/approach

Preliminary quantitative research was carried out before large-scale formal quantitative research with a sample size of 628 Vietnamese people. Using the partial least squares structural equation modeling method with the SmartPLS tool, measurement and structural models 3.0 were evaluated before testing the research hypotheses about the influence of factors on the IN of sustainable tourism.

Findings

This study uses the extended TPB model with original constructs and two additional constructs, travel motivation (TM) and moral reflectiveness (MR), to find out the factors affecting the sustainable tourism IN of Vietnamese people. All hypotheses are accepted, except for the hypothesis about the relationship between TM and attitude toward sustainable tourism. MR has been shown to have a more positive and stronger (insignificant) effect than other factors of the proposed research model on sustainable tourism IN. Thereby, this study contributes both theoretically and practically to policymakers, researchers and tourism enterprises in promoting sustainable tourism IN.

Research limitations/implications

The main limitation of this paper is the deliberate sampling method and targeting the demographic proportion corresponding to the population has lost the randomness of the survey sample.

Practical implications

The findings indicate that state management agencies and tourism enterprises in Vietnam need to pay attention to communication to raise awareness of environmentally oriented tourism and promote the ability to participate in sustainable tourism at a reasonable price as well as the opportunity for easy access and, at the same time, take measures to influence TM and have communication strategies that address the ethical value of participating in sustainable tourism.

Originality/value

To the best of the authors’ knowledge, this paper is the first empirical study to contribute to the existing literature on tourism by integrating TPB constructs with TM and MR to predict sustainable tourism IN.

中文翻译：

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影响越南人可持续旅游意愿的因素：扩展计划行为理论（TPB）的实证研究

目的

本文的目的是通过扩展计划行为理论（TPB）来研究影响越南人可持续旅游意图（IN）的因素。

设计/方法论/途径

在大规模正式定量研究之前进行了初步定量研究，样本量为628名越南人。使用偏最小二乘结构方程建模方法和SmartPLS工具，对测量和结构模型3.0进行评估，然后检验有关因素对可持续旅游IN影响的研究假设。

发现

本研究使用具有原始构造和两个附加构造（旅行动机（TM）和道德反思（MR））的扩展TPB模型来找出影响越南人可持续旅游IN的因素。除关于 TM 与可持续旅游态度之间关系的假设外，所有假设均被接受。MR 已被证明比所提出的可持续旅游研究模型的其他因素具有更积极和更强（不显着）的影响。因此，本研究为政策制定者、研究人员和旅游企业促进可持续旅游业的发展做出了理论和实践贡献。

研究局限性/影响

本文的主要局限性是采用刻意抽样方法，以人口对应的人口比例为目标，失去了调查样本的随机性。

实际影响

研究结果表明，越南国家管理机构和旅游企业需要注重沟通，提高环保旅游意识，促进以合理价格参与可持续旅游的能力以及便捷的机会，并在同时，采取措施影响TM并制定沟通策略，以解决参与可持续旅游业的道德价值。

原创性/价值

据作者所知，本文是第一篇通过将 TPB 结构与 TM 和 MR 相结合来预测可持续旅游 IN 来对现有旅游业文献做出贡献的实证研究。