Factors Influencing Generation Z’s Intention to Choose Green Tourism Destinations in Hanoi, Vietnam

This study aims to explore and evaluate the factors influencing Gen Z’s intention to choose green tourism destinations in Hanoi, Vietnam. The paper proposes a comprehensive analytical framework by integrating the Stimulus-Organism-Response (S-O-R) model and the Theory of Planned Behavior (TPB). A mixed-method approach was employed, in which quantitative data were collected from 269 Gen Z respondents in Hanoi and analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique through SmartPLS. The findings reveal that external environmental stimuli, including green destination image (GDI) and social media influence (SMI), positively affect individuals’ internal psychological states, namely environmental awareness (EA), attitude toward green tourism (ATT), and subjective norms (SM). These psychological states, in turn, exert positive effects and strongly promote Gen Z’s intention to choose green tourism destinations in Hanoi. This study not only contributes to filling the theoretical gap in sustainable tourism consumption behavior in the digital era but also provides practical managerial implications for policymakers and tourism businesses in developing communication strategies and tourism products that align with the preferences and expectations of younger generations.