Exploring Generation Z’s Intention to Adopt Natural-Based Tourism in Vietnam

Cam Tu Nguyen Huynh; Vo Ngoc Uyen Phan; Van Khoi Ma

doi:10.30519/ahtr.1838489

Exploring Generation Z’s Intention to Adopt Natural-Based Tourism in Vietnam

Abstract

The study explores factors affecting Generation Z’s intention to adopt Natural-based tourism in Vietnam by combining the Health Belief Model and Perceived Value Theory. A large-scale survey was conducted with 319 Generation Z participants and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results show that Self-efficacy positively affects Perceived value, Emotion, and Intention to adopt, while Emotion fully mediates the relationship between Perceived value and Intention to adopt. However, Perceived barriers and Perceived threat showed insignificant effects, which means that these factors are less relevant for young individuals. Cues to action significantly affects both Perceived value and Intention to adopt. This paper contributes to extending Health Belief Model and Perceived Value Theory combination and provides practical insights for developing strategies to promote natural-based tourism among Generation Z.

Keywords

References

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Details

Primary Language

English

Subjects

Tourism (Other)

Journal Section

Research Article

Authors

Cam Tu Nguyen Huynh
0009-0009-2407-9407
Vietnam

Vo Ngoc Uyen Phan This is me
0009-0001-9475-7033
Vietnam

Van Khoi Ma ^*
0009-0008-0593-0377
Vietnam

Early Pub Date

July 1, 2026

Publication Date

-

Submission Date

December 9, 2025

Acceptance Date

June 16, 2026

Published in Issue

Year 2026 Number: Advanced Online Publication

DOI

https://doi.org/10.30519/ahtr.1838489

IZ

https://izlik.org/JA32LB58PD

Cite

RIS / Bibtex

APA

Nguyen Huynh, C. T., Phan, V. N. U., & Ma, V. K. (2026). Exploring Generation Z’s Intention to Adopt Natural-Based Tourism in Vietnam. Advances in Hospitality and Tourism Research (AHTR), Advanced Online Publication. https://doi.org/10.30519/ahtr.1838489

AMA

1.Nguyen Huynh CT, Phan VNU, Ma VK. Exploring Generation Z’s Intention to Adopt Natural-Based Tourism in Vietnam. Advances in Hospitality and Tourism Research (AHTR). 2026;(Advanced Online Publication). doi:10.30519/ahtr.1838489

Chicago

Nguyen Huynh, Cam Tu, Vo Ngoc Uyen Phan, and Van Khoi Ma. 2026. “Exploring Generation Z’s Intention to Adopt Natural-Based Tourism in Vietnam”. Advances in Hospitality and Tourism Research (AHTR), no. Advanced Online Publication. https://doi.org/10.30519/ahtr.1838489.

EndNote

Nguyen Huynh CT, Phan VNU, Ma VK (July 1, 2026) Exploring Generation Z’s Intention to Adopt Natural-Based Tourism in Vietnam. Advances in Hospitality and Tourism Research (AHTR) Advanced Online Publication

IEEE

[1]C. T. Nguyen Huynh, V. N. U. Phan, and V. K. Ma, “Exploring Generation Z’s Intention to Adopt Natural-Based Tourism in Vietnam”, Advances in Hospitality and Tourism Research (AHTR), no. Advanced Online Publication, July 2026, doi: 10.30519/ahtr.1838489.

ISNAD

Nguyen Huynh, Cam Tu - Phan, Vo Ngoc Uyen - Ma, Van Khoi. “Exploring Generation Z’s Intention to Adopt Natural-Based Tourism in Vietnam”. Advances in Hospitality and Tourism Research (AHTR). Advanced Online Publication (July 1, 2026). https://doi.org/10.30519/ahtr.1838489.

JAMA

1.Nguyen Huynh CT, Phan VNU, Ma VK. Exploring Generation Z’s Intention to Adopt Natural-Based Tourism in Vietnam. Advances in Hospitality and Tourism Research (AHTR). 2026. doi:10.30519/ahtr.1838489.

MLA

Nguyen Huynh, Cam Tu, et al. “Exploring Generation Z’s Intention to Adopt Natural-Based Tourism in Vietnam”. Advances in Hospitality and Tourism Research (AHTR), no. Advanced Online Publication, July 2026, doi:10.30519/ahtr.1838489.

Vancouver

1.Cam Tu Nguyen Huynh, Vo Ngoc Uyen Phan, Van Khoi Ma. Exploring Generation Z’s Intention to Adopt Natural-Based Tourism in Vietnam. Advances in Hospitality and Tourism Research (AHTR). 2026 Jul. 1;(Advanced Online Publication). doi:10.30519/ahtr.1838489