Ethnic Minority Children's Participation in Tourism: Impacts on Destination Image and Tourist Revisit Intentions in Sapa, Vietnam

This study examined how ethnic minority children's participation in tourism shaped destination image and revisit intentions in Sapa, Vietnam, guided by the Cognitive-Affective-Conative Model and Social Exchange Theory. A mixed-methods approach (involving a survey of 322 tourists and 16 interviews) revealed that children's participation significantly enhanced cognitive and affective tourist responses, which subsequently formed a positive destination image and drove revisit intentions. However, these positive effects were moderated by tourists’ ethical evaluations; perceived benefits strengthened them, while perceived costs (e.g. concerns over child labor) weakened them. The study contributes theoretically by integrating children as active agents into tourism models and highlighting ethical exchange dynamics. Practically, it underscores the need to balance Sapa's cultural appeal with robust child protection policies to ensure sustainable and ethical tourism development.