Factors Affecting Tourists' Intentions to Visit and Willingness to Pay a Premium for Green Destinations

Abstract

A green footprint destination is regarded as a core element of sustainable tourism, and all the effort to build a green tourism site is deserved. The study focuses on tourists’ perspectives and intent to identify factors that contribute to the visit intention and willingness to pay more for visiting a green footprint destination. Employing the theory of planned behavior, the study proposes green activities, including green knowledge, green publicity, and green practices, will influence tourists’ attitude, trust, and perceived consumer effectiveness, which will later explain their intention and willingness to pay more for visiting green tourism sites. A survey is conducted to collect data from Vietnamese tourists, and 464 were qualified for verification research hypotheses using SPSS and AMOS software. The results reveal that tourists’ attitude, trust, and perceived consumer effectiveness mediate the influence of green activities and their visit intention as well as willingness to pay more for visiting green footprint destinations. The findings provide valuable insight for scholars and practitioners in understanding and encouraging pro-environmental behaviors among Vietnamese tourists