Explore the motivations for red tourism among gen Z: A qualitative in Ho Chi Minh City

Abstract

This study aims to explore the motivations driving Generation Z in Ho Chi Minh City (HCMC) to participate in red tourism. The research is situated within the context of the 50th anniversary of Vietnam’s Reunification. Using a qualitative approach with 18 in-depth interviews, the study identifies four key motivational factors: national pride, the pursuit of knowledge and values, the influence of social media, and the desire for community bonding. Three prominent, memorable experiences include deep emotional engagement, personalized authenticity, and social shareability. Findings indicate that red tourism not only conveys historical knowledge but also facilitates the formation of national identity, civic consciousness, and transformative personal insight. As a modern metropolis rich in revolutionary heritage, Ho Chi Minh City provides an ideal setting to examine the cognitive and emotional impact of red tourism. The study contributes to a deeper understanding of how emotional experiences shape national identity among younger generations. Additionally, it proposes directions for developing tourism products tailored to the psychological and social characteristics of Gen Z.