PROMOTING TOURISTS’ GREEN CONSUMPTION THROUGH LOCAL RESIDENTS' AND TOUR GUIDES' BEHAVIORS: A STUDY ON RURAL TOURISM IN QUANG NAM PROVINCE, VIETNAM

Tóm tắt

The growing importance of sustainable tourism has brought attention to the factors influencing tourists' eco-friendly behaviors. This study investigates the relationships between the environmentally responsible actions of residents and tour guides, tourists' environmental attitudes, and their green consumption choices in the context of rural tourism in Quang Nam, Vietnam. Drawing upon the Stimulus-Organism-Response framework and the Theory of Planned Behavior, a quantitative survey was conducted with 320 domestic and international tourists visiting rural destinations in Hoi An. The findings, analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), reveal that both residents' and tour guides' environmentally responsible behaviors have significant positive effects on shaping tourists' environmental attitudes and promoting their green consumption. Residents' actions emerged as the strongest predictor of tourists' attitudes, followed by tour guides' behaviors. Furthermore, tourists' environmental attitudes were found to positively influence their actual green consumption choices. The study highlights the pivotal role of residents and tour guides as sustainability ambassadors in driving responsible tourist behaviors.