Article: Promoting agritourism in Vietnam: antecedents of tourists' continuance travel intention from extended theory of planned behaviour Journal: International Journal of Green Economics (IJGE) 2023 Vol.17 No.3 pp.265 - 290 Abstract: Green and sustainable practices are gaining popularity in the tourism industry as a means to reduce its environmental impact. Among various sustainable tourism development models, agritourism has recently received a lot of attention from researchers, especially in the context of agricultural countries such as Vietnam. Despite its importance, it is witnessed that the majority of Vietnamese agritourism research takes a macro approach, whereas studies from the tourists' perspective are scarce. Based on the theory of planned behaviour (TPB), this study adopts a quantitative approach to collect survey data from 421 participants in Vietnam in October 2022. The research framework was analysed using partial least squares structural equation modelling (PLS-SEM). The findings demonstrate the impact of tourists' perceived values and eWOM on their attitude, subjective norms, and perceived behavioural control, which concurrently influences tourists' continuance travel intention. From the results, implications for enhancing agritourism marketing strategy have been proposed. Inderscience Publishers - linking academia, business and industry through research

Title: Promoting agritourism in Vietnam: antecedents of tourists' continuance travel intention from extended theory of planned behaviour

Authors: Thanh-Binh Phung; Thi Mai Phuong Bui; Doan Viet Phuong Nguyen

Addresses: University of Economics and Law, Ho Chi Minh City, Vietnam; Vietnam National University, Ho Chi Minh City, Vietnam ' University of Economics and Law, Ho Chi Minh City, Vietnam; Vietnam National University, Ho Chi Minh City, Vietnam ' University of Economics and Law, Ho Chi Minh City, Vietnam; Vietnam National University, Ho Chi Minh City, Vietnam

Abstract: Green and sustainable practices are gaining popularity in the tourism industry as a means to reduce its environmental impact. Among various sustainable tourism development models, agritourism has recently received a lot of attention from researchers, especially in the context of agricultural countries such as Vietnam. Despite its importance, it is witnessed that the majority of Vietnamese agritourism research takes a macro approach, whereas studies from the tourists' perspective are scarce. Based on the theory of planned behaviour (TPB), this study adopts a quantitative approach to collect survey data from 421 participants in Vietnam in October 2022. The research framework was analysed using partial least squares structural equation modelling (PLS-SEM). The findings demonstrate the impact of tourists' perceived values and eWOM on their attitude, subjective norms, and perceived behavioural control, which concurrently influences tourists' continuance travel intention. From the results, implications for enhancing agritourism marketing strategy have been proposed.

Keywords: agritourism; TPB; perceived value; eWOM; destination image; continuance travel intention; Vietnam.

DOI: 10.1504/IJGE.2023.136749

International Journal of Green Economics, 2023 Vol.17 No.3, pp.265 - 290

Received: 17 Jun 2023
Accepted: 06 Nov 2023
Published online: 19 Feb 2024 *

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Title: Promoting agritourism in Vietnam: antecedents of tourists' continuance travel intention from extended theory of planned behaviour

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