FACTORS AFFECTING ECOTOURISM INTENTION TO MANG DEN OF GEN Z IN HO CHI MINH CITY, VIETNAM
Thi Phuong Thuy Tran, Le Trung Nguyen Hoang
Abstract:
Ecotourism is rapidly expanding in Vietnam, leveraging the country’s natural beauty and cultural heritage for sustainable development and local community benefits. Mang Den, with its biodiversity and cool climate, offers significant opportunities for growth, supported by local authorities’ investments in infrastructure. The demand for ecotourism among environmentally conscious Gen Z is increasing as they seek authentic experiences that align with their values. Yet, research on ecotourism intentions, especially regarding Gen Z, is still limited. This study aims to identify the factors influencing Gen Z’s ecotourism intentions toward Mang Den in Ho Chi Minh City. Using a quantitative approach, findings indicate that Perceived Behavior Control, Subjective Norms, Environmental Attitude, Eco-destination Image, Hedonism in Ecotourism, and Ecotourism Identity significantly affect ecotourism intention. The study also suggests implications to enhance ecotourism intention to Mang Den among Gen Z in Ho Chi Minh City.
Keywords:
Ecotourism intention, Gen Z, Mang Den, Vietnam
APA citation:
THI PHUONG THUY TRAN, LE TRUNG NGUYEN HOANG (2025). Factors Affecting Ecotourism Intention to Mang Den of Gen Z in Ho Chi Minh City, Vietnam. Business & IT, Vol. XV(2), pp. 105-117, DOI: https://doi.org/10.14311/bit.2025.02.10.
Editorial information: journal Business & IT, ISSN 2570-7434, CreativeCommons license CC BY, published by CTU in Prague, 2025, https://bit.fsv.cvut.cz/
