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Exploring the sustainable tourism intentions of generation Z students in Da Nang
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Abstract
This study aims to explore the sustainable tourism intentions of Generation Z students in Da Nang, based on the Theory of Planned Behavior (TPB) integrated with Sustainable Tourism Education (ESD). Data were collected via a Google Form from 350 students enrolled in colleges and universities offering tourism programs in Da Nang, yielding 341 valid responses (97.43%). The analysis was conducted using PLS-SEM through SmartPLS 3 to test the research hypotheses. The results indicate that ESD has a positive and statistically significant impact on students’ attitudes (ATT), subjective norms (SN), and perceived behavioral control (PBC). These factors, in turn, directly influence sustainable tourism intentions (BI), thereby confirming hypotheses H1 through H6. Measurement indicators such as Cronbach’s Alpha, Composite Reliability, AVE, and Outer Loadings all exceed the recommended thresholds, while the HTMT matrix demonstrates adequate discriminant validity among the latent constructs. By integrating ESD, this study extends the TPB framework, underscoring the pivotal role of education in shaping awareness and promoting sustainable tourism behaviors among Generation Z. These findings hold significant implications for the development of educational policies and training programs in the tourism sector, ultimately contributing to the enhancement of human resource quality for sustainable tourism.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Keywords
generation Z, tourism, sustainable development, students, Da Nang
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