Tạp chí Khoa học Đại học Công Thương (HUIT Journal of Science - HUITJournal) có mã số chuẩn quốc tế p-ISSN 3030-4113 và e-ISSN 3030-413X, được Bộ Thông tin và Truyền thông cấp giấy phép hoạt động tạp chí in và tạp chí điện tử số 53/GP-BTTTT ngày 06 tháng 3 năm 2024.
LENGTH OF STAY AND EXPERIENCES OF SUSTAINABLE RURAL TOURISM IN NINH BINH: CURRENT SITUATION AND SOLUTIONS
The development of sustainable rural tourism in Ninh Binh is becoming a trend attracting tourists due to its appealing natural landscapes and rural culture. This paper analyzes the theoretical basis and the current situation regarding the length of stay and tourism experiences in rural tourism products in Ninh Binh. Data was collected through secondary data analysis. The research results show that the length of stay of rural tourists is relatively short, averaging 1.44 days/overnight tourist, and rural experience activities have not yet fully exploited the potential strengths of the locality. The study also proposes several solutions such as developing unique rural tourism products, planning investment in rural tourist destinations, training human resources, and enhancing promotion to extend the length of stay and improve the experiences of rural tourists in Ninh Binh.
Bản quyền (c) 2025 Tạp chí Khoa học Đại học Công Thương https://creativecommons.org/licenses/by/4.0
GREEN ECONOMIC DEVELOPMENT IN VIETNAM - CURRENT STATUS, OPPORTUNITIES, AND CHALLENGES
The development of “Green Economy” is a topic being studied in many countries around the world, including Vietnam, and it is spreading as a positive wave to address issues such as environmental pollution, resource depletion, environmental destruction, climate change, and the promotion of social equality. This article focuses on the basic theoretical arguments regarding the development of the “Green Economy”, the experiences of some countries in developing “Green Economy and Sustainable Economic Development”, analyzes trends from 2012 to 2024, with a focus on the recent period (2022-2024), evaluates the opportunities and challenges, and finally proposes several solutions for the development of the “Green Economy” in Vietnam in the future.
THE IMPACT OF ESG ON THE FINANCIAL EFFICIENCY OF FOOD COMPANIES
Given the growing importance of organizations’ environmental, social, and governance (ESG) performance, this paper estimates efficiency and examine ESG influence the food companies for the period of 2019-2024. The study has applied a DEA-Malmquist total factor productivity (TFP) index and its components to assess the technical efficiency and technological change of 21 food companies, including 5 companies with ESG reports. The result indicates that not all companies with ESG reporting have high TFP. The public ESG report has been a voluntary practice by companies, which means there has been no tight auditory obligation to it. The reports have been made public under the company names, so there has been little possibility of falsification, but it has still been possible for companies to modify inadequate or irrelevant actions to appear green. Therefore, government intervention or guarantees for companies, such as a green certification, are required to supplement ESG reports and make them to improve financial efficiency.
ENHANCING THE VIETNAMESE LEGAL FRAMEWORK FOR SUSTAINABLE WATER RESOURCE MANAGEMENT IN AGRICULTURE: EXPERIENCE FROM THE EUROPEAN UNION AND THE NETHERLANDS
Water is a vital human resource and is indispensable in daily activities and economic production. However, agricultural activities in Vietnam have been increasing pressure on water resources, mainly due to the overuse of fertilisers, pesticides, pollution from livestock farming, and unsustainable farming practices. These factors contribute to the degradation of water resources, endangering both ecosystems and public health. Sustainable agricultural practices and effective water resource management are essential for long-term sustainability. As a predominantly agricultural nation, Vietnam has increasingly recognised the importance of sustainable agricultural development, with an emphasis on reducing environmental pollution and safeguarding water resources for future generations. Despite efforts to regulate pollution and protect water resources, Vietnam’s legal framework remains insufficient and lacks comprehensive enforcement mechanisms, resulting in continued water pollution from agricultural activities. This paper examines the regulatory frameworks of the EU and the Netherlands, the jurisdictions that have successfully integrated sustainable water management and agricultural policies. By analysing their legal approaches and enforcement strategies, the study proposes recommendations for enhancing Vietnam's legal framework to support sustainable water resource management. The insights from this analysis could also benefit other ASEAN countries, particularly in addressing transboundary water pollution in the Mekong River, a critical resource for regional sustainability.
THE IMPACT OF THE GREEN ECONOMY DEVELOPMENT STRATEGY ON OPERATIONAL EFFICIENCY OF ECOTOURISM BUSINESSES
The article examines the impact of green economy development strategy on the operational performance of ecotourism enterprises in Vietnam. Research results indicate 5 influencing factors including: (1) Digital technology application in tourism (DTA); (2) Digital transformation support policies (DTS); (3) Sustainable tourism startup ecosystem (STE); (4) Raising community awareness of green tourism (RCA) and (5) Business model innovation in tourism (BMI). Based on these research findings, the author proposes several management implications to help ecotourism enterprises develop solutions to improve operational performance and promote sustainable tourism development in the context of green economy.
IMPACTS OF CIRCULAR ECONOMY ON THE DEVELOPMENT OF ECOTOURISM ASSOCIATED WITH ORGANIC AGRICULTURE
The article examines the impact of circular economy on the development of ecotourism associated with organic agriculture in the Southeast region. The results of the study identified 5 influencing factors, including: (1) Waste management and recycling (WMR); (2) Use of renewable energy (REU); (3) Natural resource conservation (NRC); (4) Green Technology Application (GTA) and (5) Sustainability and Traceability Certification (SCT). Based on the research results, the author proposes solutions to strengthen the application of the circular economy model to promote the sustainable development of ecotourism combined with organic agriculture.
THE IMPACT OF DIGITAL SOCIAL RESPONSIBILITY ON BRAND LOVE, BRAND EVANGELISM, AND BUYING INTENTION IN GREEN PRODUCTS: A MEDIATED ANALYSIS
This study aims to investigate the influence of digital social responsibility (DSR) on consumer behavior, particularly in the context of green product purchasing. Specifically, it examines the mediating roles of brand love and brand evangelism in shaping buying intention for environmentally friendly products. To assess the proposed theoretical framework, Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to analyze data from 304 respondents, ensuring a rigorous evaluation of the hypothesized relationships. The findings indicate a significant positive relationship between DSR and buying intention, with brand love and brand evangelism acting as mediating variables. These results underscore the crucial role of digital social responsibility in fostering emotional connections (brand love) and encouraging proactive advocacy (brand evangelism), ultimately driving consumer commitment to green product purchases. This study provides valuable insights for businesses aiming to enhance consumer buying intention for green products through strategic implementation of digital social responsibility initiatives.
GREEN MOBILE COMMERCE ADOPTION IN VIETNAM: OPPORTUNITIES, CHALLENGES
Green mobile commerce, or green m-commerce, has emerged as a competitive alternative for online shoppers due to the quick development of mobile technology and growing environmental concerns. Eco-friendly practices are being incorporated into mobile commerce (M-commerce) more and more as environmental concerns grow globally. The potential and difficulties of introducing green mobile commerce in Vietnam—a nation with a high smartphone penetration rate and rising environmental consciousness—are examined in this article. The study highlights current problems like inadequate infrastructure, low environmental literacy, and a lack of green consumer behavior while discussing the forces of technology, society, and regulations. Recommendations for businesses, academics, and political decision-makers to support a sustainable digital economy are included in the paper's conclusion.
SUSTAINABLE FOOD CONSUMPTION AS AN EVOLVING CONTEXT OF VIETNAMESE CONSUMER BEHAVIOR
The concern of food consumption should be recognized from a broader perspective, especially in emerging markets. This research was aimed at investigating the roles of nutrition content and ecological welfare, which correspondingly constitute nutrition and environmental sustainability, within the food consumption behaviour of Vietnamese consumers. A sample size of 312 participants and the structural equation modelling analysis were employed to confirm that both nutrition content and ecological welfare of the food positively affected consumer attitude, which significantly enhanced sustainable food consumption intention in turn. The findings theoretically contributed to the application of the stimulus-organism-response model in the context of sustainable consumption. There were several implications for helping food industry insiders and executives precisely understand consumers’ sustainable behavior and being successful in the green food sector.
DIGITAL TRANSFORMATION IN AGRICULTURE IN VIETNAM: TRENDS, OPPORTUNITIES, AND CHALLENGES
Digital transformation is emerging as a crucial driver for enhancing productivity, optimizing value chains, and promoting sustainable development in the agricultural sector. In Vietnam, digital transformation in agriculture has shown promising initial results, particularly in provinces like Lam Dong, An Giang, and the Mekong Delta, with the application of technologies such as IoT, AI, and Blockchain. Leading enterprises like VinEco and Nafoods have pioneered the adoption of digital solutions for supply chain management and product traceability, resulting in increased productivity and added value for agricultural products. However, the transformation process remains fragmented, with significant disparities between large-scale farmers and smallholder farmers. While digitally advanced models thrive in areas with favorable infrastructure and enterprise-driven ecosystems, smallholder farmers still face barriers related to capital, digital literacy, and technology access. By employing theoretical frameworks such as Innovation Diffusion, Absorptive Capacity, Farming Systems, Open Innovation, and Sustainable Development, this study analyzes the driving forces, disparities, and challenges of digital transformation in Vietnamese agriculture. The findings highlight that successful digital transformation requires more than just technology adoption; it necessitates an integrated ecosystem involving the government, enterprises, research institutions, and farmers. Coordinated efforts in improving rural digital infrastructure, enhancing farmers' digital capabilities, and fostering public-private partnerships are essential to ensure that digital transformation becomes a catalyst for inclusive and sustainable agricultural development in Vietnam.
THE IMPACT OF SERVICE QUALITY AND CUSTOMER SATISFACTION ON REVISIT INTENTION IN RESTAURANTS: A STUDY OF RESTAURANTS IN HO CHI MINH CITY
The study explores the relationship between service quality, customer satisfaction, and the intention to revisit the restaurant. In addition, the study also examines the mediating role of customer satisfaction in the relationship between service quality and revisit intention in the restaurant. We used the convenience sampling method to collect data from 494 customers who had utilized the restaurant's services. The data was analyzed using SmartPLS 4.0 software. The research results indicate that service quality and customer satisfaction have a positive impact on the restaurant's revisit intention. In addition, customer satisfaction also plays a mediating role in the positive relationship between service quality and the intention to return to the restaurant. Based on the findings, the study also suggests several solutions to enhance customer satisfaction and revisit intention.
DIGITAL TECHNOLOGY INTEGRATION IN THE STRATEGY FOR PRESERVING AND PROMOTING KHMER CULTURAL HERITAGE IN SOUTHERN VIETNAM
This study analyzes the role and potential of digital technology in preserving and promoting Khmer cultural heritage in Southern Vietnam, while proposing a digital technology integration model appropriate for the local context. Through qualitative research methodology combining content analysis of selected documents from reputable databases (Scopus and WoS) and in-depth interviews with 15 experts from heritage management, digital technology, tourism sectors, and Khmer community representatives, the research employed NVivo14 software for data processing and analysis to identify key themes and relationships. The findings demonstrate the significant potential of digital technology in digitization, preservation, and transmission of heritage values, particularly through virtual reality/augmented reality applications and multimedia interactive platforms. The study proposes a three-layer digital technology integration model, comprising: digital infrastructure and database, interaction and experience platforms, and digital distribution and promotion channels. For effective implementation, close coordination among stakeholders is essential, emphasizing the leadership role of local authorities and active participation of the Khmer community, thereby providing scientific and practical foundations for policy formulation and deployment of technological solutions in preserving Khmer cultural heritage in Southern Vietnam.
CONFIDENCE-MODEL FOR TOURISM COOPERATIVE NETWORKS TO FOSTER RESILIENT VALUE CO-CREATION IN THE DESTINATION
This study proposes and empirically explores the Confidence-Model—a conceptual framework designed to strengthen destination resilience through cooperative tourism networks and value co-creation. Against the backdrop of growing multi-hazard vulnerabilities in regions like Bến Tre, Vietnam, the model integrates five foundational elements of the tourism value chain: water, nutrition, energy, interaction, and knowledge. Through a comprehensive literature review, bibliometric analysis, and expert validation, the study positions destination resilience not as a reactive response but as a proactive, networked capacity to adapt, innovate, and thrive. Expert interviews conducted in Bến Tre revealed strong alignment between the model’s core dimensions and local challenges, especially in decentralized water systems, food security, and knowledge-based tourism. The findings highlight the importance of trust-based stakeholder cooperation, digital infrastructure, and the “leisure sharing economy” as key enablers of resilience. As a strategic planning tool, the Confidence-Model offers practical pathways for redesigning tourism value chains in vulnerable destinations, bridging community-based practices with institutional frameworks. The research contributes to emerging discourses on regenerative tourism and proposes the Confidence-Model as both a governance innovation and a competitive branding asset for climate-impacted destinations in Southeast Asia.
DEVELOPING FISHING VILLAGE TOURISM IN LANG CO - HUE WITH REFERENCE TO FISHING VILLAGE TOURISM IN ZADAR - CROATIA
Lang Co Bay is a beautiful landscape of Hue city with rich tourism resources. However, the tourist attraction of this place is not yet commensurate with its potential. Sharing the same natural terrain as Lang Co Bay, Zadar Bay has attracted 5 times more tourists than Lang Co Bay through fishing village tourism. Through comparative study, this article will focus on analyzing the limitations in planning and organizing tourism in Lang Co compared to tourism in Zadar in the direction of developing fishing village tourism - a part of rural tourism. In addition, through an overview of some fishing village models in Asia, the article will also present some measures to develop fishing village tourism in Lang Co in the direction of ensuring economic, environmental and social sustainability.
DEVELOPMENT OF AGRI-TOURISM AND LOCAL SPECIALTY PRODUCTS IN DA NANG: POTENTIAL AND SUSTAINABLE DEVELOPMENT DIRECTIONS
The trend of agri-tourism, particularly focused on local specialty products, is increasingly popular as contemporary tourists are not only seeking traditional destinations but also desiring experiences that are closer to nature and local culture. Agri-tourism offers an opportunity for travelers to explore rural areas and learn about the production, processing, and consumption of locally unique agricultural products. This study aims to assess the potential of local agricultural specialty products in Da Nang, surveying tourists, with 349 valid responses analyzed to identify their demand and preferences for these local products. The research findings will provide a comprehensive insight into agri-tourism focused on local specialties, thereby proposing sustainable development solutions for Da Nang’s agri-tourism, contributing to enhanced economic value and environmental sustainability.
PROMOTING TOURISTS’ GREEN CONSUMPTION THROUGH LOCAL RESIDENTS' AND TOUR GUIDES' BEHAVIORS: A STUDY ON RURAL TOURISM IN QUANG NAM PROVINCE, VIETNAM
The growing importance of sustainable tourism has brought attention to the factors influencing tourists' eco-friendly behaviors. This study investigates the relationships between the environmentally responsible actions of residents and tour guides, tourists' environmental attitudes, and their green consumption choices in the context of rural tourism in Quang Nam, Vietnam. Drawing upon the Stimulus-Organism-Response framework and the Theory of Planned Behavior, a quantitative survey was conducted with 320 domestic and international tourists visiting rural destinations in Hoi An. The findings, analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), reveal that both residents' and tour guides' environmentally responsible behaviors have significant positive effects on shaping tourists' environmental attitudes and promoting their green consumption. Residents' actions emerged as the strongest predictor of tourists' attitudes, followed by tour guides' behaviors. Furthermore, tourists' environmental attitudes were found to positively influence their actual green consumption choices. The study highlights the pivotal role of residents and tour guides as sustainability ambassadors in driving responsible tourist behaviors.
DEVELOPING GREEN TOURISM IN THE CONTEXT OF 4.0 OPPORTUNITIES AND CHALLENGES FOR HO CHI MINH CITY
Developing green tourism in the Industry 4.0 era is now a pressing requirement for localities striving to meet economic, social, and environmental sustainability goals. Ho Chi Minh City is a locality in the Southeast region of Vietnam, with a favorable geographic position and diverse resources for tourism development. The article analyzes the current situation, opportunities and challenges in green tourism development in Ho Chi Minh City in the era of Industry 4.0. By synthesizing secondary documents and statistics from 2020–2024, the study identifies key factors influencing green tourism and proposes policy recommendations to promote its sustainable development. The results show that the city has great potential in natural resources and invested infrastructure, but still faces the problem of environmental pollution and lacks a unified set of green tourism evaluation criteria. The study recommends stepping up awareness and education efforts, developing evaluation criteria, refining the legal framework, and enhancing state management to protect natural resources and ensure sustainable development.
PHU YEN TOURISM: POTENTIAL, CHALLENGES AND SUSTAINABLE DEVELOPMENT ORIENTATION
Phu Yen, a peaceful and culturally rich province in Central Vietnam, possesses all necessary and sufficient conditions for sustainable tourism development, including diverse natural and cultural resources, improving infrastructure, and growing community engagement. Despite this potential, Phu Yen’s tourism lags behind neighboring provinces such as Khanh Hoa and Binh Dinh due to limitations in brand positioning, marketing strategies, human resources, and product diversification. Located between two well-known tourist hubs, Phu Yen faces both competitive pressure and opportunities to emerge as a distinctive destination. This article analyzes the locality’s current tourism landscape through the lens of sustainable development theory, applying SWOT analysis and comparative methods. Based on the findings, the authors propose strategic solutions such as professional branding, product diversification, regional connectivity, infrastructure upgrades, and policy innovation. These approaches aim to transform Phu Yen into a dynamic and sustainable tourism destination, contributing significantly to local socio-economic growth by 2030.
RESEARCH TRENDS ON ENVIRONMENTAL SUSTAINABILITY IN RURAL TOURISM: A BIBLIOMETRIC APPROACH
This study aims to explore the research trends on environmental sustainability in rural tourism using a bibliometric approach. The study employs the VOSviewer software to conduct author keyword co-occurrence analysis, co-citation analysis, and bibliographic coupling analysis on 919 articles published in English-language journals from the Scopus database. These methods are chosen to provide a comprehensive view of the field's intellectual structure, core themes, influential works, and emerging topics, in line with the research objective. The author keyword co-occurrence analysis reveals eight research themes reflecting the multifaceted nature of sustainable rural tourism, including community involvement, ecotourism, organic farming, cultural heritage management, and post-COVID-19 recovery. The co-citation analysis identifies five foundational research clusters, focusing on integrated rural tourism, agritourism sustainability, destination competitiveness, tourist segmentation, and rural tourism development. The bibliographic coupling analysis highlights six emerging research topics, bridging tourism with sustainable resource management, community resilience, and integrative planning. The findings can guide scholars, practitioners, and policymakers in developing innovative solutions and holistic frameworks to foster sustainable rural tourism development.
STRATEGY FOR SUSTAINABLE TOURISM DEVELOPMENT IN LY SON DISTRICT, QUANG NGAI PROVINCE TO THE YEAR 2030
The aim of this study is to evaluate the current state of tourism in Ly Son district, Quang Ngai province, and identify external factors influencing its development. Based on this assessment, the study proposes strategies for the sustainable development of tourism in the region. A qualitative research approach was employed, utilizing synthesis and analysis techniques in conjunction with the SWOT matrix method to formulate strategic recommendations. The research identifies three principal strategies: revitalizing traditional cultural activities that have faded over time to enhance tourism offerings; recruiting and training both new and existing local human resources for the tourism sector; and investing in advanced technologies for the sustainable exploitation of water resources. The findings are expected to support tourism authorities in Ly Son in developing informed and effective policies for long-term tourism sustainability. A notable limitation of this study is the absence of primary data collected from local residents, tourists, and tourism stakeholders; instead, the analysis relied on existing historical data. The results from this study will provide insight into the current state of tourism in Ly Son, helping managers and policymakers develop sustainable development strategies for the local tourism industry in the future.
FACTORS IMPACTING SUSTAINABLE TOURISM DEVELOPMENT IN TIEN GIANG
Sustainable tourism development plays a crucial role in enhancing a destination’s competitiveness while preserving its natural and cultural resources. This study examines the factors influencing sustainable tourism development in Tien Giang. Specifically, the study explores the impact of technology, community participation and tourism policy on the sustainable tourism development in the province. In this study, technology, community participation and tourism policy serve as independent variables, while sustainable tourism development is the dependent variable. A questionnaire-based survey was conducted to collect data from 186 tourists in Tien Giang. Based on the findings, several implications are proposed to help policymakers and tourism businesses foster sustainable tourism practices, ensuring long-term economic, social and environmental benefits for the province.
GREEN TOURISM - THE KEY TO SUSTAINABLE TOURISM DEVELOPMENT: INTERNATIONAL EXPERIENCES AND LESSONS FOR VIETNAM
Green tourism is a form of tourism that has gained increasing attention in many countries recently, especially in developing nations like Vietnam. This type of tourism is considered to bring significant benefits to society, with a focus on sustainable development, minimizing environmental impact, positively contributing to biodiversity protection, using renewable energy, promoting natural and cultural heritage, developing eco-friendly products, and contributing to the overall socio-economic development of the country. Vietnam is a country with great potential for developing green tourism, thanks to its rich and diverse resources, beautiful landscapes, and historical sites, all of which are conducive to the development of this type of tourism to adapt to new trends post-COVID-19. Using methods of information collection, analysis, and theoretical selection, this paper focuses on researching and systematizing some basic theoretical issues regarding green tourism, providing experiences in building green tourism models, and drawing lessons for Vietnam.
FACTORS INFLUENCING DINERS' DECISION TO CHOOSE KHAO LAO RESTAURANT IN TAN PHU DISTRICT, HO CHI MINH CITY
The main purpose of this study is to explore the factors that influence diners’ decision to choose Khao Lao restaurant in Tan Phu District, Ho Chi Minh City. The results of quantitative analysis using SPSS 20.0 software from 246 customers who have used food and beverage services at the restaurant show that six factors – hygiene, reliability, service capacity, price, food quality, and brand – have a significant impact on diners’ restaurant choice decision. The influence level of these factors is reflected in the regression coefficients (β) and is ranked from strongest to weakest as follows: reliability (β = 0.367), brand (β = 0.271), food quality (β = 0.161), service capacity (β = 0.149), hygiene (β = 0.145), and price (β = 0.108). In addition, some managerial implications are also proposed in this study
RURAL AESTHETICS AND SUSTAINABLE BEHAVIOR: A GLOBAL RESEARCH OVERVIEW
Rural aesthetics and sustainable behavior are attracting increasing research attention globally. However, the relationship between these two fields has not been comprehensively studied. Our study aims to conduct a quantitative bibliometric analysis of the role of rural beauty in shaping sustainable behavior globally. The results of applying the Biblioshyny software of R Studio and the VOSviewer platform show trends in research collaboration, influential articles, and co-occurrence of keywords in this field. The results show an increasing trend in the number of publications with contributions from various fields and strong collaborations between European research institutions, especially the prominence of China in the Asian region since 2021. The study also points out future research directions, such as the influence of natural landscapes, culture, and rural communities on sustainable behavior and the relationship between production activities and environmental protection in rural sustainable development. The study provides a holistic, multidimensional approach and a comprehensive knowledge framework on the research development in this field, suggesting future research directions and practical applications.
DEVELOPING SILK-BASED TOURISM IN ASSOCIATION WITH SUSTAINABLE AGRICULTURE IN LAM HA, LAM DONG PROVINCE
As sustainable tourism development evolves and circular economy principles take deeper root, the inclusion of traditional crafts, particularly sericulture, in experiential tourism has emerged as an appealing strategy embraced across various countries. This paper seeks to recommend strategic directions for the development of silk-based tourism in Lam Ha, Lam Dong province, an area with a long-standing tradition of mulberry cultivation, silkworm farming, and silk weaving, and where local resources are favorable. Based on field research and a review of successful tourism examples from places like Van Phuc (Hanoi), Tan Chau (An Giang), San Kamphaeng (Thailand), and Como (Italy), the study proposes four main types of tourism products: (1) experiences related to silk farming; (2) educational tourism focused on traditional crafts; (3) creative and wellness tourism that includes silk; and (4) shopping and souvenirs related to silk. These product divisions not only align with current market trends but also foster sustainable local economic development and preserve cultural heritage.
RESIDENTS’ SUPPORT FOR COMMUNITY-BASED TOURISM DEVELOPMENT: EVIDENCE FROM MEKONG DELTA, VIETNAM
The Mekong Delta provinces are recognized as a destination that possesses the necessary and sufficient conditions to develop community-based tourism effectively. This study explores the mechanisms underlying residents' support for community-based tourism development by examining the relationships among key latent variables: community involvement, community attachment, perceived benefits, and perceived costs. The study employs a quantitative research approach, utilizing a structured survey distributed to 210 local residents actively involved in community tourism across the Mekong Delta provinces. Data were analyzed using SPSS 22 software to validate the research hypotheses. The results confirm that all hypotheses are supported, providing empirical evidence for the proposed relationships. The findings highlight that perceived benefits and community involvement have the most significant influence on residents' support for tourism development. Furthermore, perceived benefits and costs serve as critical mediators, linking community attachment and involvement to support for tourism development. Based on the findings, the study proposes actionable solutions to enhance local participation in community tourism and foster the sustainable development of tourism in the region. These include solutions related to local human resource development, management policies, the diversification of local tourism products, and strategies for promoting and marketing tourism offerings effectively.
ENHANCING THE BRAND VALUE OF VIETNAMESE BÁNH MÌ IN TOURISM DEVELOPMENT OF HO CHI MINH CITY
From a humble and widely popular street food, bánh mì has gained international recognition, becoming a favorite among foreign visitors and receiving high praise from esteemed global culinary organizations. However, Ho Chi Minh City's tourism sector has yet to fully capitalize on the potential of this culinary asset for tourism development. This study examines the current state then outlines strategic directions, and proposes several solutions to enhance the brand value of Vietnamese bánh mì in tourism development of Ho Chi Minh City. To achieve these research objectives, the author employs various methodologies, including literature review and textual analysis, comparative analysis, and field investigation. The findings offer significant insights for policymakers, tourism stakeholders and culinary businesses engaged in developing food tourism in Ho Chi Minh City. By examining key factors that influence the brand value of Vietnamese bánh mì, such as product quality, marketing strategies, workforce and infrastructure, the study proposes a comprehensive framework to enhance bánh mì’s position as a distinctive cultural brand and sustainable tourism asset.
GO GREEN OR GO VIRAL: WHY TRAVELERS ARE WILLING TO SHARE SUSTAINABILITY POSTS ABOUT TOURISM DESTINATIONS
This study explores the factors influencing travelers’ intention to share sustainability-related content about tourism destinations, focusing on the role of destination social responsibility and environmental triggers. Specifically, it examines how travelers’ awareness, concern, and knowledge about environmental issues shape their willingness to share sustainability messages via social media platform (Facebook). Additionally, the study investigates the moderating effects of environmental attachment, which amplifies the relationship between environmental triggers and the intention to share. Data was collected through a structured questionnaire from 317 domestic tourists, and the analysis was conducted using SmartPLS. Findings contribute to a deeper understanding of online sustainable tourism strategy by highlighting the environmental stimuli and destination social responsibility on travelers' online engagement. These insights offer practical implications for tourism marketers aiming to enhance destination value through socially responsible and eco-conscious messaging.
SUSTAINABLE DEVELOPMENT OF RURAL TOURISM: A BIBLIOMETRICS ANALYSIS USING R BIBLIOSHINY
The purpose of this study is to systematise studies on the sustainable development of rural tourism from 1990 to 2025, with materials selected from the Scopus database, including 322 articles. The results of the annual publication show that the number of publications is continuously increasing, with 2024 having the most significant number, at 45 articles. The magazine with the most publications is Sustainability (Switzerland). Author Wang Y is the most effective researcher; The most cited material is that of Garro B. In addition, this study synthesises topic trends through the appearance and disappearance of keywords over time. Through the analysis of the thematic map, it is shown that fast-growing thematic clusters include rural tourism, with a focus on environmental protection. The cluster China focuses on subjects such as sustainable rural tourism development, traditional village preservation, community empowerment, and rural economic improvement. The cluster Europe mainly focuses on rural landscapes, farms, and consumer behaviour. Thematic clusters will develop in the future, focusing on changes in land use, with essential topics including socio-economic impacts and ecological services. Niche themes include environmental effects, innovations in education, and agricultural products to support rural tourism. Additionally, biodiversity clusters and North American countries are emerging or declining clusters. This paper provides an overview of the research situation on rural tourism development, thereby helping researchers to orient their future research.
GEN Y PREFERENCES FOR GREEN HOTELS: A BEHAVIORAL ANALYSIS OF SUSTAINABLE HOSPITALITY
This study investigates the key factors shaping Gen Y customers’ preferences for green hotels in Ho Chi Minh City, highlighting the pivotal role of intention to choose in driving overall satisfaction. Despite the higher costs often associated with eco-friendly accommodations, Gen Y travelers are increasingly adopting environmentally conscious consumption habits. Drawing on the American Customer Satisfaction Index (ACSI) and the Theory of Planned Behavior (TPB), this research develops a conceptual framework to examine how awareness, perceived value, and trust influence Gen Y’s intention to select green hotels and, subsequently, their satisfaction. A quantitative survey of 347 Gen Y visitors to Ho Chi Minh City reveals that awareness, perceived value, and trust significantly shape intention to choose, thereby enhancing satisfaction with green hotels. By identifying the behavioral and psychological drivers of Gen Y’s preferences for sustainable hospitality, this study enriches consumer behavior theory. It also advances the literature on green hotels by demonstrating the need to integrate environmental sustainability with customer experience to boost perceived value. These findings provide strategic insights for green hotel marketing and development, aligning with Gen Y’s sustainability expectations. The study offers managerial recommendations, emphasizing the importance of enhancing perceived value, building trust, and raising awareness to foster intention to choose and improve customer satisfaction.