Assessing the Factors Influencing Generation Z's Intention to Choose Green Tourism Destinations in Hanoi: An S-O-R Model Approach
Abstract
This study employs the Stimulus-Organism-Response (S-O-R) model to examine the factors influencing Generation Z's intention to choose green tourism destinations in Hanoi. The proposed research model investigates the effects of external stimuli, including social media influence and green destination image, on internal psychological states, namely attitudes toward green tourism, environmental awareness, and subjective norms, which subsequently shape the intention to choose green tourism destinations. The findings indicate that the external stimulus factors were positively perceived, with social media content and green destination image playing particularly important roles. The internal psychological factors also received a high level of agreement, as reflected in respondents' environmental awareness, positive attitudes toward green tourism destinations, and subjective norms influenced by family members, friends, online communities, and especially individuals with prior travel experience. In addition, Generation Z demonstrated a strong intention to choose green tourism destinations, reflecting a growing willingness to engage in environmentally sustainable travel. Based on these findings, the study proposes several managerial implications to enhance communication strategies, strengthen the image of green tourism destinations, and develop green tourism products that better align with the characteristics and preferences of Generation Z in Hanoi.
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