Camping Motivation, Benefit Perception, Camping Intention: The Roles of Camping Tourism Image

This study investigates the interrelationships between camping motivation, benefit perception, camping tourism image, and camping intention among Vietnamese youth, using ExpectancyValue Theory (EVT) as a theoretical framework. A quantitative, cross-sectional survey was conducted with 346 participants aged 18–30, recruited through online platforms and oncampus distribution using a non-probability convenience sampling technique. Data were collected via a structured, self-administered questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLSSEM) and FIMIXPLS segmentation. Results reveal that social interaction, skill development, and relaxation significantly influence benefit perception, which positively affects both camping tourism image and camping intention. The camping tourism image also mediates and moderates the relationship between benefit perception and intention. Notably, intellectual stimulation did not significantly impact benefit perception. Importantly, as a key result, the FIMIX-PLS analysis revealed two distinct latent segments with different motivational configurations: one driven primarily by social interaction-oriented benefits and the other emphasizing relaxation and stress-relief motivations, highlighting meaningful heterogeneity within the youth camping market. These findings offer theoretical contributions to EVT and practical insights for tourism stakeholders to design targeted, appealing camping experiences that align with young travelers’ preferences.