PERCEPTION OF GREEN TOURISM AMONG GENERATION Z IN DA NANG CITY

Abstract

This study focuses on investigating the perception towards green tourism of generation Z in Da Nang city, Viet Nam. Employing a quantitative approach with a convenient sampling method, the collected data from 200 participants aged between 12 and 25. The findings reveal that generation Z possesses a relatively good understanding of the aspects of green tourism, highly values its importance and diverse benefits, and perception of green tourism is influenced by various factors such as communication, personal experiences, education, product quality, and social and policy support. The study also offers policy implications to enhance awareness and encourage the participation of generation Z in the development of green tourism, including strengthening communication and promotion, providing opportunities for practical experiences, integrating green tourism education into training programs, improving the quality of green tourism products and services, and creating a supportive social and policy environment. These implications contribute to the sustainable development of tourism in Da Nang.