The Factors Influencing Intentions toward Wellness Tourism of Millennials and Gen Z: A Study in Hanoi

Abstract

This study aims to identify and analyze the factors influencing the intention to participate in wellness tourism among Generation Y and Generation Z in Hanoi. The results indicate that health awareness, subjective norms, electronic word-of-mouth (eWOM), perceived risk, and perceived price significantly influence young people's intention to participate in wellness tourism, while past behavior shows no significant effect. The findings contribute to filling the research gap regarding young tourists’ behavioral intentions toward wellness tourism in the Vietnamese context. In addition, several managerial implications are proposed to promote the development of wellness tourism in Vietnam.