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Cultural Intelligence and the Quality of Tourist-Resident Interactions: A Qualitative Study in Ho Chi Minh City

2026-04-28T04:52:17+07:00

In multicultural urban destinations, interactions between tourists and residents play a key role in shaping tourism experiences. While prior studies often focus on tourists’ individual cultural intelligence (CQ), less attention has been given to how CQ develops through everyday social encounters. This study investigates how CQ is perceived and acquired via ordinary encounters between international tourists and locals in Ho Chi Minh City. The study, which is based on the Interactive Acculturation Model, includes 38 in-depth interviews with both groups. The findings indicate that cultural awareness, particularly sensitivity to nonverbal cues and role expectations, aids in behavioural adjustment. The expression of CQ varies according to social dynamics, recurrent exposure and perceived role expectations. Emotionally resonant events are generally the result of mutual respect rather than fluent communication. This study enhances tourism research by emphasizing the relational and context-dependent aspects of CQ. It also highlights the need for more comprehensive approaches to engagement. In practice, this entails promoting intercultural training, creating socially friendly environments and developing communication infrastructures that facilitate adaptable and inclusive interactions.

The Impact of Digital Technologies on Knowledge Sharing and Job Performance: Evidence from Vietnam’s Tourism Industry

2026-04-28T04:52:22+07:00

This study aims to examine how digital technologies influence knowledge sharing and job performance in Vietnam’s tourism sector during the post-COVID recovery period. A quantitative survey was conducted with 330 tourism employees, and the data were analyzed using structural equation modelling (SEM). The findings reveal that digital technologies positively affect coordination and communication, which enhance knowledge sharing and decision-making, ultimately improving job performance. Organizational support was also found to moderate the relationships between knowledge sharing, decision-making, and job performance. These results underscore the importance of digital tools in enhancing operational efficiency and employee outcomes. The study contributes to the literature by providingempirical evidence from Vietnam tourism’s industry and suggests directions for future research across other sectors.

Exploring Young Consumers’ Continued Intention to Choose Vegetarian Buffet Meals: The Influence of Consumer Perceived Values and Ethical Concerns

2026-04-28T04:52:26+07:00

In the context of the strong development of sustainable eating trends, different forms of vegetarian food were born, including vegetarian buffet meals (VBM), becoming an option for youth consumers. However, the factors driving this trend have not been clarified in the current research literature. Therefore, to fill this research gap, the aim of the current study is to explore the factors that influence the intention of young people in Ho Chi Minh City (HCMC) to continue choosing VBM. Specifically, the study focuses on the role of consumer perceived values and ethical concerns (animal welfare concerns) in the formation of attitudes and intentions. The study collected data from 250 participants aged 18–37 who had eaten VBM recently through direct surveys at vegetarian places in HCMC. Analysis of Partial Least Squares Structural Equation Modelling shows that consumer perceived values are important predictors of positive attitudes towards VBM, which in turn influences the intention to continue choosing VBM. In addition, animal welfare concerns influence both attitude and intention. This study provides important implications for managers to develop VBM services in line with ethical consumption trends and attract young consumers interested in the values of vegetarian nutrition.

Influence of Attitude, Subjective Norms, Perceived Behavioral Control and Perceived Risk on Generation Z’s Intention to Use Electric Vehicle Services in Ho Chi Minh City

2026-04-28T04:52:30+07:00

In the context of increasingly severe climate change, electric vehicle (EV) services have become a viable solution to reduce carbon emissions in large urban areas. Gen Z is considered a key target group in promoting the transition to green transportation. This study uses the Theory of Planned Behavior (TPB) to examine the factors influencing Gen Z's intention to use EV services in Ho Chi Minh City. With 324 valid survey responses analyzed using SPSS 22.0, the results show that Attitude, Subjective Norm, and Perceived Behavioral Control have positive effects. In contrast, Perceived Risk hurts intention to use EV services. This study not only contributes to expanding the application of TPB in the Vietnamese context but also highlights the distinct role of perceived risk in shaping behavioral intention, a role that has often been overlooked in prior domestic research. The findings provide practical implications for EV service providers and managers in designing strategies to effectively engage Gen Z and accelerate the shift toward sustainable mobility.

Factors Affecting Tourists’ Satisfaction with the Ecotourism Destination in Can Gio Commune, Ho Chi Minh City

2026-04-28T04:52:33+07:00

The objective of this study is to analyze the factors influencing tourist satisfaction at ecotourism destinations in Can Gio Commune, Ho Chi Minh City. A qualitative study was conducted to refine the measurement scales. The quantitative study employed a nonprobability convenience sampling method with a survey sample of 200 tourists who have previously visited the ecotourism destinations in Can Gio Commune, Ho Chi Minh City. The results indicate that five factors positively affect tourist satisfaction, including: (1) Tourist expectations, (2) Technical facilities, (3) Service costs, (4) Environment and natural resources, and (5) Tourism landscape. The findings reveal that tourist expectations have the greatest positive impact on satisfaction. These results also provide managers with insights into the importance of these factors on tourist satisfaction, enabling them to develop appropriate business strategies. Based on the findings, the authors propose several managerial implications aimed at enhancing tourist satisfaction at these destinations, thereby contributing positively to the sustainable development of the local ecotourism industry.

The Impact of Green Human Resource Management on Green Innovation in Vietnamese Small and Medium Enterprises

2026-04-28T04:52:37+07:00

The purpose of the study is to investigate into how Green Innovation (GI) is affected by Green Human Resource Management (GHRM); the mediating role of Green Intellectual Capital (GIC) and the moderating role of top management's perception on the relationship between GHRM and GI. Data were collected from 222 leaders working at Vietnamese small and medium enterprises (SMEs) in Ho Chi Minh City. The results of PLS analysis showed that GHRM strongly influences GIC. GIC and GHRM have an impact on GI. Finally, the relationship between GHRM and GI is mediated by GIC and moderated by top management's perception. These findings provide new insights into the factors influencing GI, contributing managerial implications to achieve sustainable development goals.

Is Education Reform an Enabler of Firm Financial Performance? A Sharp Regression Discontinuity Design in Vietnam

2026-04-28T04:52:44+07:00

This study investigates whether national education reform can enhance firm performance by shaping the human capital of corporate leaders. Exploiting Vietnam’s 1986 Đổi Mới reform as a quasi-natural experiment, we implement a sharp regression discontinuity design (RDD) using CEO birth year as the assignment variable. Our findings show that firms led by CEOs exposed to post-reform education achieve significantly higher financial performance, with a 1.44% increase in return on assets (ROA) and a 3.63% increase in return on equity (ROE) relative to sample averages. These effects are particularly pronounced among female CEOs, those with postgraduate degrees, and CEOs with equity ownership, indicating that reformera education interacts with both agency incentives and demographic traits. By anchoring CEO characteristics in institutional origins, this study extends the upper echelons and human capital theories, and provides novel causal evidence on how macro-level policy reforms can generate micro-level organizational returns in emerging market contexts.

The Impact of Greenwashing in Marketing: A Bibliometric and Systematic Review (2015-2025)

2026-04-28T04:52:51+07:00

This study presents a comprehensive bibliometric and systematic review of greenwashing in marketing, covering the period from 2015 to 2025. The research examines how greenwashing influences corporate marketing strategies, particularly in the context of the growing emphasis on sustainability. Data were extracted from 214 peer-reviewed articles in the Scopus database, using keywords related to greenwashing and sustainable marketing. A subset of 10 highquality articles was selected for the systematic review to critically evaluate the evidence and synthesize key findings. Findings reveal that greenwashing undermines consumer trust and brand credibility, posing significant challenges for firms committed to ethical marketing. The study also highlights the evolution of green marketing strategies and the potential risks associated with misleading sustainability claims. Based on the analysis, the authors propose future research directions and managerial implications to help businesses recognize, address, and mitigate greenwashing behaviors, ultimately contributing to the development of transparent and sustainable marketing practices.

Go Green, Stay Happy: Unlocking Employee Satisfaction Through Green Human Resource Management

2026-04-28T04:52:55+07:00

In response to growing environmental concerns, organizations are increasingly adopting sustainable practices, including Green Human Resource Management (GHRM). This study investigates the impact of GHRM on employee job satisfaction within the Vietnamese context. Drawing on survey data from 165 employees across five companies implementing GHRM initiatives, the research examines five key dimensions: green recruitment, green training and development, green performance management and appraisal, green reward and compensation, and green employee empowerment. Using SmartPLS for data analysis, the findings reveal that all five GHRM practices positively influence employee job satisfaction. These results underscore the strategic importance of integrating environmental sustainability into HRM frameworks and offer practical implications for managers seeking to enhance employee satisfaction while advancing organizational sustainability goals. This study employed a small sample size in Vietnam, which limits the generalizability of the findings, and since GHRM has so far focused only on five core elements, further research is needed to expand its scope.

Sustainability Reporting, Global Uncertainty, and Firm Performance in Vietnam: Evidence from Panel GLS

2026-04-28T04:52:57+07:00

This study examines how sustainability reporting (SR) and global uncertainty affect firm performance in Vietnam. Using a balanced panel of 145 listed firms during 2021–2023 and estimating panel generalized least squares (GLS), we find that issuing a sustainability report is positively associated with profitability. Specifically, SR increases ROA by about 0.080 (p<0.01). In contrast, global uncertainty measured by the World Uncertainty Index (WUI) is negatively related to performance (β≈−0.402, p<0.10), suggesting that higher global uncertainty erodes firms’ profitability. However, the Global Economic Policy Uncertainty (GEPU) index shows no statistically significant effect on ROA (p>0.10). The results highlight the role of sustainability reporting in enhancing firm performance, while emphasizing firms’ vulnerability to global uncertainty. Practical implications are provided for managers and policymakers to strengthen sustainability disclosure and risk management under uncertain global conditions.

The Role of the Balanced Scorecard (BSC) and the Mediating Effect of Entrepreneurial Innovation (EI) on Performance of Vietnamese Enterprises

2026-04-28T04:53:01+07:00

This study aims to analyze the influence of Balanced Scorecard on firm performance and the role of Entrepreneurial Innovation as a mediator in the process for firms in Vietnam. Data from a survey conducted by enterprises operating in HCMC will provide an opportunity to empirically test the relationships proposed in the conceptual model. The approach of this study is quantitative, based on a convenience sampling approach to data collection. Structural Equation Modeling (SEM) was employed to test the direct influence of the basic dimensions of BSC-Customer Perspective (CP), Financial Perspective (FP), Internal Process (IP), and Learning and Growth (LG) on EI and, in turn, on FIP. Results from this study would imply that firms, by adopting the BSC framework, can improve their innovative ability, thus leading to better performance outcomes. Furthermore, the study highlights the crucial mediating role of EI, demonstrating that innovation-based strategies are very instrumental in ensuring the creation of sustainable competitive advantages. The study argues that there should be a balance in the use of EI in the appraisal system to ensure the long-term success of any organization. Hence, these findings will be instrumental for managers, policy formulators, and researchers in enhancing firm performance through structured innovation strategies.

Policies to Enhance the Effectiveness of Reskilling Activities for the Garment Industry Workforce in the Southern Mekong Delta during the Digital Transformation Period

2026-04-28T04:53:06+07:00

In the context of Vietnam’s garment industry being affected by automation and digital transformation, this study surveys 54 garment enterprises in the Southern Mekong Delta. A structured questionnaire survey method was employed, and the data were processed using descriptive statistics and group comparison. The results indicate that 70.4% of enterprises are aware of the importance of reskilling; however, the rate of implementing periodic skill assessment systems and training cooperation with external institutions remains limited, while the most common forms continue to be “on-the-job training” and internal training. Major barriers include the lack of appropriate programs, limited financial resources, and difficulties in accessing policy support. From these findings, the study proposes three groups of policy recommendations to enhance the effectiveness of reskilling human resources in the garment industry in the Southern Mekong Delta - focusing on enterprises, training institutions, and state management agencies.

Perceived Greenwashing and Sustainable Consumer Behavior: Evidence from Generation Z in Vietnam

2026-04-28T04:53:11+07:00

This study investigates the influence of perceived greenwashing (PG) on sustainable consumer behaviour among Generation Z in Vietnam, focusing on the mediating roles of brand trust (BT), attitude toward green products (ATT), and sustainable purchase intention (SPI). The objective is to clarify how deceptive environmental claims affect both psychological and behavioural outcomes in sustainable consumption. Data were collected through a structured questionnaire survey distributed online and offline using purposive sampling, targeting consumers familiar with eco-friendly products. A total of 302 valid responses were analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM) in SmartPLS 3. The results reveal that PG has significant negative effects on BT and ATT, while BT and ATT positively influence SPI, which in turn drives sustainable purchase behaviour (SPB). Moreover, BT and ATT mediate the indirect effects of PG on SPI and SPB, highlighting the critical role of trust and attitudes in converting environmental perceptions into action. The study contributes theoretically by drawing on the attitude of the Theory of Planned Behavior and integrating perceived greenwashing and brand trust to explain sustainable purchase intention and behavior. Practically, it provides guidance for enhancing transparency, credibility, and consumer trust in sustainability communication.