A Behavioral Intention Model for Sustainable Tourism in Vietnam: The Role of Big Data Analytics, Economic Factors, and Policy Frameworks

Abstract

This study focuses on evaluating the role of big data analytics in promoting the development of sustainable tourism in Vietnam, employing the Theory of Planned Behavior (TPB) as the theoretical foundation. The research proposes five hypotheses to examine the effects of big data analytics, economic factors, and policy frameworks on stakeholders' behavioral intentions and actual participation in the tourism sector. To achieve this objective, data were collected from 450 respondents in Vietnam, including tourists, local businesses, and policymakers, through an online questionnaire and supplementary interviews when necessary. The data were analyzed using Structural Equation Modeling (SEM), an advanced statistical method that allows simultaneous testing of complex relationships between independent and dependent variables.

The findings reveal that big data analytics exerts a strong and inverse influence on stakeholders’ intentions regarding sustainable tourism, enhancing their awareness of the benefits associated with environmentally friendly practices. Economic factors-such as financial incentives and employment opportunities-help shape social norms in support of sustainability initiatives, while a supportive policy framework (e.g., environmental protection regulations or tax incentives) strengthens stakeholders’ perceived behavioral control. The study contributes theoretically by extending the TPB to include technological and policy-related constructs, while offering practical value through an integrated framework and specific policy recommendations. For instance, managers can use big data to predict tourist flows, thereby mitigating environmental pressure at overcrowded destinations such as Ha Long Bay. However, the study also acknowledges potential limitations, including privacy concerns associated with big data usage, and proposes transparency measures to address these challenges. Overall, this research represents a scientific effort to enhance sustainability in Vietnam’s tourism industry and paves the way for future studies in other regions.