The factors affecting Vietnamese people’s

sustainable tourism intention: an empirical

study with extended the theory of
planned behavior (TPB)
Van Hau Nguyen, Thi Hao Nguyen, Lan Huong Mai, Thi Thu Phuong Nguyen,
Thi Mai Lan Nguyen and Thi Phuong Linh Nguyen

Van Hau Nguyen, Thi Hao Abstract

Nguyen, Lan Huong Mai, Purpose – The purpose of this paper is to investigate factors affecting Vietnamese people’s sustainable
Thi Thu Phuong Nguyen tourism intention (IN) with extended the theory of planned behavior (TPB).
and Thi Mai Lan Nguyen Design/methodology/approach – Preliminary quantitative research was carried out before large-scale
are all based at the Faculty formal quantitative research with a sample size of 628 Vietnamese people. Using the partial least squares
of Political Theory, National structural equation modeling method with the SmartPLS tool, measurement and structural models 3.0
were evaluated before testing the research hypotheses about the influence of factors on the IN of
Economics University,
sustainable tourism.
Hanoi, Vietnam. Thi Phuong
Findings – This study uses the extended TPB model with original constructs and two additional
Linh Nguyen is working at
constructs, travel motivation (TM) and moral reflectiveness (MR), to find out the factors affecting the
Faculty of Business sustainable tourism IN of Vietnamese people. All hypotheses are accepted, except for the hypothesis
Management, National about the relationship between TM and attitude toward sustainable tourism. MR has been shown to have
Economics University, a more positive and stronger (insignificant) effect than other factors of the proposed research model on
Hanoi, Vietnam. sustainable tourism IN. Thereby, this study contributes both theoretically and practically to policymakers,
researchers and tourism enterprises in promoting sustainable tourism IN.
Research limitations/implications – The main limitation of this paper is the deliberate sampling
method and targeting the demographic proportion corresponding to the population has lost the
randomness of the survey sample.
Practical implications – The findings indicate that state management agencies and tourism enterprises
in Vietnam need to pay attention to communication to raise awareness of environmentally oriented tourism
and promote the ability to participate in sustainable tourism at a reasonable price as well as the
opportunity for easy access and, at the same time, take measures to influence TM and have
communication strategies that address the ethical value of participating in sustainable tourism.
Originality/value – To the best of the authors’ knowledge, this paper is the first empirical study to
contribute to the existing literature on tourism by integrating TPB constructs with TM and MR to predict
sustainable tourism IN.
Keywords Moral reflectiveness, Sustainable tourism intention, Theory of planned behavior,
Travel motivation, Vietnam
Paper type Research paper

Received 14 June 2022

Revised 23 January 2023 1. Introduction
1 April 2023
3 April 2023 Tourism is the movement of people for purposes such as day visits or excursions (Holloway
Accepted 25 April 2023
and Taylor, 2006). Tourism in recent years has been an industry that has exceeded all
This research is funded by expectations of projections worldwide (Duarte et al., 2023). The development of tourism in
National Economics University,
Hanoi, Vietnam. the world today has concerned the sustainability aspect of cultural heritage conservation

PAGE 844 j FORESIGHT j VOL. 25 NO. 6 2023, pp. 844-860, © Emerald Publishing Limited, ISSN 1463-6689 DOI 10.1108/FS-06-2022-0065
and natural environment conservation (Amerta, 2017). Sustainable development aims to
bring about long-term economic, social and environmental stability, which can be achieved
through integration and recognition of economic, environmental and social concerns when
making decisions (Mathew, 2022; Rachel, 2015). Sustainable development is the
overarching goal of most tourist attraction countries (Ellis and Sheridan, 2014), and
sustainable tourism emerges from the previous concept of sustainable development
(Krippendorf, 1987). The existing literature indicates that sustainable tourism is a
continuously evolving concept and encompasses a multitude of tourism-related issues of
varying intensity and in different communities (Fang, 2020).
The rapid economic growth in the Asia-Pacific region presents a huge opportunity for the
development of the tourism market of Southeast Asian countries such as Thailand,
Malaysia, Indonesia and Vietnam. Recently, Vietnam’s tourism industry has undergone
many innovations and is becoming more and more known around the world, with many
domestic destinations being voted as the favorite destinations of international tourists (Thuy
et al., 2021). In the context of a country with an emerging economy like Vietnam, tourism
development is considered a spearhead economic sector, but according to the trend, it is
also necessary to pay attention to the sustainable development of the tourism industry
(Pham and Khin, 2015).
Some researchers focus on the influence of sustainable tourism on national economic
success (Pulido-Ferna ndez et al., 2015). Other studies have been developed to emphasize
tourist attributes, tourism indicators and criteria for evaluating the application of the
sustainable tourism sector (Blancas et al., 2016; Mahdavi et al., 2013; Miller, 2001;
Nilnoppakun and Ampavat, 2016). Meanwhile, the behavioral intention (IN) of tourists is one
of the important factors influencing the choice of sustainable tourism. Behavioral IN
research remains an important research area in tourism because positive IN translates into
tourist behavior (Prayag et al., 2013). Although there have been many studies on
sustainable tourism development in Vietnam and around the world, research on factors
affecting sustainable tourism IN is still limited.
One of the most commonly studied models of consumer behavior formation is the theory of
planned behavior (TPB) (Ajzen, 1988, 1991), which is an extension of the theory of rational
action (Fishbein and Ajzen, 1975). Although the effectiveness of TPB has been validated in
predicting a wide range of INs and behaviors, its adequacy in predicting tourist INs and
behavior is still being questioned, in addition to attitudes (ATs), subjective norms (SNs) and
perceived behavioral control (PBC), some scholars also suggest that additional constructs
can enhance the predictive power of TPB (Hsu and Huang, 2012). Therefore, this study tries
to contribute theoretically and practically by adding two additional constructs of travel
motivation (TM) and moral reflectiveness (MR) to the original TPB model to understand the
factors affecting sustainable tourism IN.

2. Literature review
2.1 Sustainable tourism
Sustainable tourism is a strategy in the tourism industry to minimize the negative impacts of
tourism-related activities on nature, culture and society and the environment (Mohammad
and Mat Som, 2010). Sustainable tourism is tourism that is economically viable but does not
destroy the resources on which the future tourism industry will depend, especially the
physical environment and social fabric of the community (Swarbrooke, 1999). Sustainable
tourism is a form of tourism in which the economic benefits of the tourism industry must lie
within the framework of sustainable economic, cultural and social development as well as
the careful use of natural resources (Shaw and Williams, 2002). Sustainable tourism is about
combating overcrowding in certain tourist destinations and avoiding the associated
damage (Jurowski and Gursoy, 2004; Santana-Jime nez and Herna ndez, 2011). In fact,

VOL. 25 NO. 6 2023 j FORESIGHT j PAGE 845

 sustainable tourism has been trying (for many years) to see itself as the solution to the
negative aspects associated with tourism in its development and the criticism it regularly
receives (Sharpley, 2020).
There are many perspectives on the approach of sustainable tourism. First, sustainable
tourism is approached from two angles: sustainable tourism as an economic activity and
sustainable tourism as an element of sustainable development (Sharpley, 2020). Second,
sustainable tourism has also been described as focusing on the balance of three
perspectives: environmental, sociocultural and economic (Long et al., 2014; Torres-
Delgado and Palomeque, 2014). Existing research has focused on environmental protection
and resource management (Vaughan and Ardoin, 2014), as well as the effects of
sustainable tourism on economically successful countries (Pulido-Ferna ndez et al., 2015).
Third, sustainable tourism is also approached from four angles including economic, cultural,
environmental and social and recreational (Spindler, 2013). This author argues that
economic, environmental and social aspects and concerns are the indicators of the
outcomes of sustainable tourism implementation and that recreational activities and cultural
conservation must be suitable for tourist destinations to consider and create a sustainable
tourism model.

2.2 Theory of planned behavior

Previous studies have used the TPB to predict behavioral INs. TPB (Ajzen, 1991) is
considered to be a powerful tool in predicting human behavioral INs. TPB consists of three
components that influence behavioral IN: AT, SN and PBC. TPB has been used successfully
to identify general behaviors, as well as specific behaviors such as the environmental
behavior of individuals. In the environmental psychology literature, TPB is used by Mancha
and Yoder (2015) to test consumers’ green behavioral INs. Wang et al. (2018) applied TPB
to find out the consumers’ perceptions of buying behavior of remanufactured products in
China. In organic food consumption, Testa et al. (2019) examined the impact of TPB factors
on consumers’ purchase IN and actual purchasing behavior. TPB has also attracted
widespread interest from tourism studies. Kim and Han (2010) used modified TPB to
explain the formation of customers’ decision to pay for conventional hotel use based on
comparison with green hotels. In the context of green motels, Han (2015) integrated the
TPB and normative theory of beliefs into a unified framework and applied it to determine the
role of factors in the formation of support of tourists on environmental issues. In sustainable
bicycle tourism, Han et al. (2016) extended TPB in assessing tourists’ decisions toward
unsustainable alternatives. In the area of environmentally responsible museum visits, Han
and Hyun (2017) proposes a model of goal-directed behavior by aligning TPB and rational
action theory and measuring the influence of TPB factors on tourists’ IN to visit eco-friendly
museum. Several recent studies have used TPB to investigate the impact of its components
on youth travel decisions (Ye et al., 2018). In addition, in the Chinese context, researchers
have applied TPB to probe tourists about the performance of environmentally responsible
behaviors (Wang et al., 2018). Therefore, the extended use of TPB to study the factors
affecting sustainable tourism IN is completely appropriate.
AT is the degree to which a person has favorable or unfavorable evaluations of a behavior
(Ajzen, 1991). AT shows a tendency to behave in a particular way as a response to
influences from past knowledge and experience (Lam and Hsu, 2004). In the context of
tourism, AT is a disposition or emotion toward a tourist destination or service, based on a
variety of perceived product attributes (Moutinho, 1987). ATs have been considered positive
or negative when it comes to readiness toward a destination (Moutinho, 1987; Lam and Hsu,
2004). Han et al. (2010) showed a significant positive relationship between AT and IN toward
visiting the destination (Han et al., 2010). AT can be a major factor in predicting, describing
and influencing the behavioral IN of tourists (Bianchi et al., 2017; Han et al., 2010) to perform

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a certain behavior such as revisiting a destination (Huang and Hsu, 2009). Thus, AT is also a
decisive factor in sustainable tourism IN of Vietnamese people.
SN refers to perceived social pressure to perform or not to perform a behavior (Ajzen,
1991). SN is the degree to which a person perceives that those around his or her expect a
behavior as well as one’s personal motivations for performing that behavior (Ajzen, 1991).
SN is also influenced by the individual’s perception that the behavior is consistent with the
reference’s wishes (Ajzen and Fishbein, 1980; Lam and Hsu, 2004). In the context of
tourism, SN may be an influence of reference on tourist destination choice (Shen et al.,
2009). Bianchi et al. (2017) show that holiday choice is influenced by tourists’ beliefs about
whether or not the recommenders approve of their choice to visit a particular tourist
destination or not. Thus, the wishes of important people or references can be a factor that
positively affects the IN of sustainable tourism of Vietnamese people.
PBC refers to a person’s ability to easily or hardly perform a certain behavior, reflecting past
experiences and anticipated obstacles (Ajzen, 1991). In the context of tourism, factors such
as ability, time and resources are important in predicting the IN to visit destinations (Bianchi
et al., 2017). PBC has a positive effect on individuals’ physical visits (Chen and Tung, 2014;
Han et al., 2010; Hsu and Huang, 2012) and sustainable tourism IN.
Hence, from the above discussion it can be hypothesized that:
H1. AT positively influences sustainable tourism IN.
H2. SN positively influences sustainable tourism IN.
H3. PBC positively influences sustainable tourism IN.

2.3 Inclusion of additional constructs in theory of planned behavior

TPB has been applauded and used in predicting consumer IN and behavior and in
discussing the adequacy of TPB. TPB can be extended by adding some additional
constructs as long as they have significant differences and contributions (Verma and
Chandra, 2018). Most critiques of the original TPB stem from the idea that some behavior
will depend not only on rational choices such as the cost–benefit assessment inherent in
TPB but also on personal motives of moral values and character (Biel and Thogerson, 2007;
Verma and Chandra, 2018). In developing TPB, Ajzen (1991) argues that IN captures the
motivational factors that influence a behavior and shows how much effort people put into
performing that behavior, which means that the motivation is related to behavioral IN
(Huang and Hsu, 2009). With regard to environmental behavior, several studies have
included ethical concerns in TPB with different results in different contexts (Clark et al.,
2019). Therefore, the addition of TM and MR to TPB was carried out in the study in the
Vietnamese context.
Motivation and tourist behavior development are the two topics of ongoing research for
tourism researchers (Hsu and Huang, 2012). Motivation can influence IN toward sustainable
tourism when the tourist desires to overcome negative mood and stress (Shien et al., 2022).
Baloglu (1999) revealed that TM is one of the determinants of IN to visit a destination. Hsu
et al. (2010) stated that TM directly affects the AT toward visiting the destination. According to
Baloglu (1999), TM is expressed as an antecedent of IN to revisit a destination. The study of
Hsu and Huang (2012) investigated the impact of TM on tourists’ behavior in choosing a
destination by developing a TPB model. These authors reveal that TM has a direct influence
on both the AT and IN to visit the destination. In addition, Mohaidin et al. (2017) demonstrated
that TM is the driving force that encourages individuals to make a decision to travel or revisit a
destination. Based on an extended TPB model, Soliman (2021) proves that TM has an
influence on tourists’ AT and IN to visit Egypt again. Most of the existing research on TM has
been developed and tested using samples from developed societies and in Western
cultures, very little of the research applies in other countries (Hsu and Huang, 2012).

VOL. 25 NO. 6 2023 j FORESIGHT j PAGE 847

 Therefore, this study will experiment to understand the impact of TM on Vietnamese people’s
AT and IN toward sustainable tourism. From the above discussion, it can be hypothesized
that:
H4. TM positively influences sustainable tourism IN.
H5. TM positively influences sustainable tourism AT.
MR is one of the triggers for an individual’s concern and commitment to the environment
(Feinberg and Willer, 2013). MR reflects people’s moral receptivity to participate in their
daily activities (Reynolds, 2008) and it can change within individuals over time (Walker,
2002). Ethical adjudication, the perception of right or wrong, is the most decisive factor in
performing ethical acts (Verma and Chandra, 2018). An individual’s MR and its positive
relationship with ethical behavior have been confirmed empirically (Reynolds, 2008).
Previous studies have determined that people who consider ethics in their decisions tend to
be more concerned with the welfare of others (Reynolds, 2008) and are more likely to
engage in more social behavior in the workplace (Aquino and Reed, 2002). MR is a
determinant of pro-environmental behavior because personal morality inspires an
individual’s interest in commitment to environmental issues (Feinberg and Willer, 2013).
Ethics can motivate individuals to think beyond self-interest by taking care of the planet,
future generations and a clean environment to breathe (Afsar and Umrani, 2020). Many
studies have included ethics into TPB models in different contexts (Chan and Bishop, 2013;
Tonglet et al., 2004). Some pro-environmental behaviors such as eco-friendly behavior are
predicted by ethical norms toward green hotel visits (Han, 2015), energy conservation
(Schultz et al., 2007), recycling (Poškus, 2015; Botetzagias et al., 2015) and travel mode
choice (Doran and Larsen, 2016). In summary, previous research and theory suggests that
when MR is enhanced, individuals are more likely to engage in an environmentally friendly
behavior (Verma and Chandra, 2018) and thereby promote sustainable tourism INs. Hence,
based on the above discussion it can be hypothesized that:
H6. MR positively influences sustainable tourism IN.
H7. MR positively influences sustainable tourism AT (Figure 1).

3. Research methodology
3.1 Questionnaire designing
Intention: The three-item scale by Maichum et al. (2017) was adapted for IN. Each item of
the scale was rated from 1 (strongly disagree) to 5 (strongly agree), and a sample item from
the scale was “I will prefer sustainable tourism even if it is more expensive than normal
tourism.”
Attitude: For AT, the four-item scale by Verma and Chandra (2018) was adapted. Each item
of the scale was rated from 1 (strongly disagree) to 5 (strongly agree), and a sample item
from the scale was “For me sustainable tourism is good.”
Subjective norms: The authors adapted Verma and Chandra’s (2018) three-item scale to
measure SNs. Each item of the scale was rated from 1 (strongly disagree) to 5 (strongly
agree), and a sample item from the scale was “Most people who are important to me think I
should apply sustainable tourism.”
Perceived behavioral control: The three-item scale by Ajzen (1991) was used for PBC. Each
item of the scale was rated from 1 (strongly disagree) to 5 (strongly agree), and a sample
item from the scale was “Applying sustainable tourism is completely up to me.”
Travel motivation: For TM, the authors used Palacios-Florencio et al.’s (2021) two-item scale.
Each item of the scale was rated from 1 (strongly disagree) to 5 (strongly agree), and a
sample item from the scale was “I want to travel somewhere that offers an ecological
environment.”

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 Figure 1 Proposed research model

Travel motivation (TM)

H5

Attitude (ATT)
H4
H1

H2
Tourists’ sustainable
Subjective norm (SN) tourism intention (IN)

H3

H6
Perceived Behavioral Control (PBC)

Moral reflectiveness (MR)

H7

Source: Created by authors

Moral reflectiveness: MR was measured with Verma and Chandra’s (2018) five-item scale.
Each item of the scale was rated from 1 (strongly disagree) to 5 (strongly agree), and a
sample item from the scale was “I regularly think about the ethical implications of my
decisions.”

3.2 Data collection

The paper used a combination of qualitative and quantitative research.
Qualitative research was conducted through in-depth interviews with 10 Vietnamese people
with diverse demographics. In-depth interviews were conducted in two phases. The first
phase was carried out for the purpose of determining the suitability of the factors included
in the proposed research model with the Vietnamese context, conducted in October 2021;
as a result, the proposed factors were kept all in the formal research model. The second
phase was conducted to discuss the research results and clarify the conclusions of the
quantitative research, conducted in February 2022.
Quantitative research took place in two steps. As a first step, a preliminary study was
performed by distributing a total of 30 questionnaires to 30 Vietnamese people. Some
changes in the wording of some items when translating from English to Vietnam of the
survey questionnaire were made to ensure clarity and understanding for respondents from
the pilot study results. In the second step, 700 questionnaires were distributed to
respondents. Intentional sampling technique was used to collect data including the ratio of
demographic characteristics such as gender, age, income, educational qualification, job,
marital status and income equivalent to the statistical ratio of Vietnam; the proportion of
respondents distributed in all three regions of the North, the Central and the South was
equivalent to the proportion of the population in these regions. In addition, the frequency of
travel during the year was also given to collect respondents’ opinions.

VOL. 25 NO. 6 2023 j FORESIGHT j PAGE 849

 The questionnaire was sent directly to Vietnamese people at some schools, enterprises and
supermarkets in November 2021. First, the authors and collaborators directly contacted and
received the list from representatives of these organizations, and then, from the received
list, selected response based on the objectives mentioned in the above paragraph. Each
respondent spent about 15 min completing the survey questionnaire. While surveying at
supermarkets, the authors obtained 225 valid questionnaires out of a total of 250 distributed
questionnaires, reaching the rate of 89.8%; while surveying at schools, the authors obtained
117 valid questionnaires out of 150 distributed questionnaires; and while surveying at
enterprises, the authors obtained 286 valid questionnaires out of a total of 300 distributed
questionnaires. Thus, after screening, 628 valid questionnaires were used for this study.
The statistics of 628 questionnaires used for the quantitative study are shown in Table 1.
The percentage of female participating in the survey was 51.8%. The age of respondents
from 26 to 34 years accounted for the largest proportion (20.4%), followed by those aged
from 18 to 25 years (18.2%). The majority of survey respondents have graduated from
college/university (56.2%). Respondents currently working in enterprises (staff) accounted
for the largest percentage (42.4%), followed by those who are working pupils/students
(24.2%). The most common marital status among survey participants was married (46.5%),
followed by those who were single (43.8%). The majority of respondents are those with
income from US$501 to US$650 per month (31.5%), followed by respondents with income
from US$651 to US$850 per month (19.4%). The largest proportion of respondents in the
survey was in the South at 44.8%, followed by the North and the Central region, at 36.3%
and 18.9%, respectively. Frequency of travel with once a year accounted for the largest
proportion (33.3%), followed by those once every two years (17.5%).

3.3 Data analysis

Developed by Henseler et al. (2015), SmartPLS 3.0 was used to perform the partial least
squares structural equation modeling (PLS-SEM) instead of covariance-based SEM in the
current study. PLS-SEM has several advantages, including its suitability in explorative
research and targets’ prediction, its flexibility in handling non-normal data and small sample
sizes. Thus, SmartPLS 3.0 was used in this study to test the proposed hypotheses.
Following a two-step analytical procedure approach, measurement and structural models
were assessed (Anderson and Gerbing, 1988) before testing the research hypotheses.

4. Results
4.1 Evaluation of the measurement model

4.1.1 Reliability. To evaluate the reliability of the scale in the measurement model, the study
used two coefficients, Cronbach’s alpha reliability and composite reliability (CR), based on
the proposal of Hair et al. (2014), where Cronbach’s alpha should be >0.7 (Nunnally and
Bernstein, 1994) and CR should also be >0.7 (Hulland, 1999). All variables’ Cronbach’s
alpha values were acceptable for testing the reliability of the scale, ranging from 0.824 to
0.922. CR values were greater than the minimum threshold, ranging from 0.917 to 0.945.
4.1.2 Convergence validity. To evaluate the convergent validity of the scales, the study
used the normalized weighting (outer loading) based on the suggestion of Henseler et al.
(2009) and average variance extracted (AVE) based on the suggestion of Hair et al. (2014),
where the normalized weighting should be >0.7 (Henseler et al., 2009) and the AVE should
be >0.5 (Hair et al., 2014). The results in Table 2 show that for each indicator of the
variables, all scales have AVE > 0.5, which are satisfactory. In addition, the normalized
weighting (outer loading) of all scales >0.7 ensures the convergence validity according to
Henseler et al. (2009). Therefore, the study did not need to remove any indicators and could
proceed to the next step in the study.

PAGE 850 j FORESIGHT j VOL. 25 NO. 6 2023

 Table 1 Respondents’ characteristics
Descriptive variables Absolute frequency %

Gender
Male 303 48.2
Female 325 51.8
Age (years)
<18 72 11.5
18–25 114 18.2
26–34 128 20.4
35–45 105 16.7
45–54 86 13.7
55–64 89 14.2
65 34 5.4
Educational qualification
Did not graduate from high school 80 12.7
Vocational 112 17.8
College/university 353 56.2
Master/doctor 83 13.2
Job
Pupils/students 152 24.2
Freelancer 134 21.3
Staff 266 42.4
Unemployment 6 1.0
Retirement 55 8.8
Housewife 15 2.4
Marital status
Single 215 43.8
Married 321 46.5
Divorced 73 6.7
Widowed/widower 19 3.0
Income (US$)
<200 117 18.6
200–500 96 15.3
501–650 198 31.5
651–850 122 19.4
>850 95 15.1
Regions
North 228 36.3
Central 119 18.9
South 281 44.8
Frequency of travel
Once every three months 93 14.8
Once every six months 98 15.6
Once a year 209 33.3
Once every two years 110 17.5
>Once every two years 104 16.6
Source: Created by the authors

4.1.3 Discriminant validity. The discriminant validity was defined as the extent to which a
construct was truly distinct from other constructs by empirical standards. The
Fornell–Larcker criterion compares the square root of AVE with the correlation coefficients of
the two latent variables. It has been highlighted by Hair et al. (2014) that the higher value in
the diagonal line settles the validity of discriminant. For the analysis of Table 3, the model of
our research indicated acceptable discriminant validity.

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 Table 2 Cronbach’s alpha, composite reliability (CR) and average variance extracted (AVE)
Outer Cronbach’s
Construct and indicator loading alpha CR AVE

IN1 I will prefer sustainable tourism even if it is more expensive than normal tourism 0.927 0.895 0.935 0.827
IN2 I choose to prefer tourism activities that are sustainable 0.883
IN3 I intend to adopt sustainable tourism next time because of its 0.917
positive environmental contribution
AT1 For me sustainable tourism is good 0.900 0.922 0.945 0.810
AT2 For me sustainable tourism is desirable 0.906
AT3 For me sustainable tourism is pleasant 0.897
AT4 For me sustainable tourism is ethical 0.896
SN1 Most people who are important to me think I should apply sustainable tourism 0.935 0.900 0.938 0.834
SN2 Most people who are important to me would want me to apply sustainable tourism 0.888
SN3 People whose opinions I value would prefer that I apply sustainable tourism 0.916
PBC1 Applying sustainable tourism is completely up to me 0.870 0.922 0.945 0.811
PBC2 I am confident that if I want, I can apply sustainable tourism 0.923
PBC3 I have the resources, time and opportunity to apply sustainable tourism 0.906
TM1 I want to travel somewhere that offers an ecological environment 0.947 0.824 0.917 0.847
TM2 I want to experience different cultures from mine 0.893
MR1 I regularly think about the ethical implications of my decisions 0.890 0.917 0.937 0.750
MR2 I reflect about the morality of my actions almost every day 0.906
MR3 I often find myself pondering about ethical issues 0.897
MR4 I often reflect on the moral aspects of my decisions 0.795
MR5 I like to think about ethics 0.837
Source: Created by the authors

Table 3 Fornell–Larcker criterion

AT IN TM MR PBC SN

AT 0.900 – – – – –
IN 0.272 0.909 – – – –
TM 0.029 0.092 0.920 – – –
MR 0.183 0.421 0.023 0.866 – –
PBC 0.142 0.324 0.050 0.197 0.900 –
SN 0.103 0.127 0.026 0.079 0.088 0.913
Source: Created by the authors

In Table 4, the authors test different items to identify high-load items on the same structure
and high-load items on multiple structures. The items in italic represent the factor loading for
each structure and the cross-loading are those in red for the same structure. The results
show that the cross-load for each structure is very low indicating good discriminant validity.

4.2 Evaluation of the structural model

4.2.1 Multicollinearity. Multicollinearity in the structural model is used to evaluate the

possibility of multicollinearity between the factors in the model and the inner variance
inflation factor (VIF) coefficient can be used to evaluate this problem (Hair et al., 2019).
According to Kock (2015), the inner VIF coefficient should be <3.3 to avoid multicollinearity.
Table 5 shows that there is no multicollinearity in the research model.

4.2.2 Model fit. If the standardized root mean square residua (SRMR) coefficient of the
model is <0.08, the model is considered suitable (Hu and Bentler, 1999). The results show
that the model has an SRMR coefficient = 0.050 < 0.08, so it can be considered
appropriate (Hu and Bentler, 1999).

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 Table 4 Cross loadings
AT IN TM MR PBC SN

AT1 0.900 0.225 0.016 0.133 0.089 0.097

AT2 0.906 0.250 0.032 0.182 0.116 0.101
AT3 0.897 0.237 0.038 0.135 0.143 0.086
AT4 0.896 0.267 0.020 0.204 0.162 0.086
IN1 0.260 0.927 0.072 0.378 0.300 0.105
IN2 0.231 0.883 0.100 0.369 0.294 0.106
IN3 0.251 0.917 0.080 0.401 0.291 0.135
TM1 0.021 0.102 0.947 0.013 0.074 0.012
TM2 0.036 0.062 0.893 0.034 0.007 0.041
MR1 0.153 0.374 0.035 0.890 0.206 0.079
MR2 0.174 0.416 0.005 0.906 0.202 0.084
MR3 0.166 0.410 0.009 0.897 0.157 0.040
MR4 0.133 0.253 0.068 0.795 0.147 0.074
MR5 0.161 0.335 0.000 0.837 0.133 0.067
PBC1 0.100 0.235 0.048 0.137 0.870 0.104
PBC2 0.153 0.340 0.032 0.198 0.923 0.082
PBC3 0.094 0.289 0.069 0.175 0.906 0.056
PBC4 0.159 0.290 0.033 0.190 0.902 0.078
SN1 0.097 0.122 0.033 0.085 0.078 0.935
SN2 0.110 0.122 0.001 0.044 0.085 0.888
SN3 0.075 0.104 0.036 0.084 0.077 0.916
Source: Created by the authors

Table 5 Inner VIF coefficients

AT IN TM MR PBC SN

AT – 1.110 – – – –
IN – – – – – –
TM 1.003 1.024 – – – –
MR 1.014 1.326 – – – –
PBC – 1.142 – – – –
SN – 1.061 – – – –
Source: Created by the authors

4.2.3 R-square coefficient. The coefficient of determination R-square helps to measure the
explanatory strength of the model for a variable, with R-square values of 0.67, 0.33 and 0.19
representing strong, moderate and weak explanations, respectively (Hair et al., 2014). The
results show that the research model explains 53.1% of Vietnamese people’s sustainable
tourism IN. This explanatory level is above average, indicating that the factors used in the
model are relatively suitable to explain the sustainable tourism IN.

4.3 Testing the research hypotheses

From Table 6 and Figure 2 it can be seen that all hypotheses of the research model are
accepted except for the hypothesis about the relationship between TM and AT based on T-
and P-values, and AT, MR and PBC have relatively equal relationships with IN (b = 0.118,
0.110 and 0.126, respectively), followed by the influence of TM and SN (b = 0.068 and 0.079).

5. Discussion and conclusion

5.1 Discussion
This study aims to understand the factors affecting the sustainable tourism intention of
Vietnamese people. To achieve this goal, this study used an extended TPB model with the

VOL. 25 NO. 6 2023 j FORESIGHT j PAGE 853

 Table 6 Hypotheses testing results
Original sample (O) Sample mean (M) Standard deviation (STDEV) T-statistics (jO/STDEVj) P-values

AT ! IN 0.118 0.118 0.028 4.148 0.000

TM ! AT 0.017 0.016 0.037 0.457 0.648
TM ! IN 0.068 0.068 0.027 2.473 0.013
MR ! AT 0.150 0.149 0.040 3.738 0.000
MR ! IN 0.110 0.110 0.031 3.544 0.000
PBC ! IN 0.126 0.126 0.030 4.218 0.000
SN ! IN 0.079 0.079 0.030 2.630 0.009
Source: Created by the authors

Figure 2 Research model

TPB original constructs (AT, SNs and PBC) and two additional constructs, namely, TM and
MR. The empirical results show that the original constructs of TPB have an influence on the
sustainable tourism intention of Vietnamese tourists (b = 0.118, 0.126 and 0.079,
respectively). The findings are consistent with previous studies such as tourism destination
revisit IN (Soliman, 2021), tourists’ visiting INs toward eco-friendly destinations (Ashraf et al.,
2020), consumers’ green hotel visit intention (Verma and Chandra, 2018) and behavioral
intention of visiting the destination (Hsu and Huang, 2012).
The findings also illustrate that TM has significant and positive impacts on the sustainable
tourism intention of Vietnamese people but has no effect on AT. The research results show
that TM has the smallest direct influence on the sustainable tourism intention of Vietnamese
people compared to other constructs of TPB and two additional constructs.
Meanwhile, Soliman (2021) in the study of tourism destination revisit intention; Hsu and
Huang (2012) in the study of behavioral intention of visiting the destination; Verma and
Chandra (2018) in the study of consumers’ green hotel visit intention; and Mohaidin et al.
(2017) in the study of the tourists’ intention to select sustainable tourism destination show

PAGE 854 j FORESIGHT j VOL. 25 NO. 6 2023

that TM has a direct and significant influence on both AT and intention. The difference in the
results of this study may be due to the study sample.
This study has rejected the relationship between TM and AT toward sustainable tourism,
which is similar to the conclusion of Santos-Rolda n et al. (2020) when researching on
sustainable tourism development. The authors continued to explore the reasons through in-
depth interviews with some Vietnamese, who said that the desire to experience the
ecological environment or different culture did not affect their views on sustainable tourism
and their desire to experience came from their personal interests and passion for discovery.
Furthermore, the results reveal that MR of Vietnamese people influences their AT and IN
toward sustainable tourism. These results are consistent with the assessment of Aguilera
et al. (2007) who argue that an individual’s interest in social and environmental issues is
morally motivated. Kim et al. (2017) when examining voluntary green behavior in the
workplace of a group as well as an individual also asserted that MR is closely related to the
environmental behavior of individuals and groups. Verma and Chandra (2018) confirmed
that MR has a positive influence on green hotel visit AT and IN. As such, people who are
concerned with moral issues tend to think about the welfare of others, so sustainable
behaviors such as sustainable tourism can be a way to satisfy moral motives.

5.2 Implications
This study contributes to the existing theoretical system in a number of ways. First, the
addition of two constructs, TM and MR, improved the predictive power of the TPB model on
the sustainable tourism INs of Vietnamese people and thus contributed to the existing
theory. Motivational factor has been included in the research model tourists’ IN to select
sustainable tourism destination by Mohaidin et al. (2017), IN to select a sustainable tourist
destination by Palacios-Florencio et al. (2021). Meanwhile, the moral factor has also been
included in the research model of green hotel visit intention by Verma and Chandra (2018).
However, this is the first study to combine motivational and moral factors with the existing
structures of TPB to predict sustainable tourism intention. Second, unlike most research
models on sustainable tourism INs and behavior presented in developed countries, this
paper has demonstrated the appropriateness of the extended TPB model in the context of a
country with emerging economies like Vietnam, where the IN to implement pro-
environmental behaviors has only received attention in recent years and the research
results are expected to become the basis for further studies in the context of other countries
with emerging economies in the world. Third, this study contributes to enriching the
literature on consumer intention in general and sustainable tourism intention in particular
through identifying factors affecting the intention of sustainable tourism.
Practical contributions of the paper are shown through suggestions for state management
agencies and tourism enterprises. First, for the basic constructs of the TPB model, they
have been shown to have a positive effect on sustainable tourism IN, in which the stronger
(insignificant) effect is PBC. Measures to affect AT, SN and PBC should be implemented by
tools such as communication to raise awareness of environmentally oriented tourism and
promoting the ability to participate in sustainable tourism by the reasonable price as well as
the opportunity for easy accessibility. Second, TM and MR have been proven to be two
effective complementary constructs for the TPB model that affect sustainable tourism IN so
the above organizations need to take measures to influence TM and have communication
strategies that address the ethical value of participating in sustainable tourism. Good
communication and strong stakeholder networks are crucial for sustainable tourism
development (Schönherr et al., 2023). An understanding of tourists’ sustainable tourism IN,
such as motivation and moral issues, is essential for the preparation of sustainable tourism
destination products. Mohaidin et al. (2017) also suggested that some information about the
destination could be provided to promote tourism motivation by using social media such as
Facebook and the internet. Chi and Phuong (2021) argue that suppliers need to understand

VOL. 25 NO. 6 2023 j FORESIGHT j PAGE 855

 potential customers’ TMs to drive their INs. In addition, Verma and Chandra (2018) argue
that managers also need to come up with a communication strategy about ethical values
toward environmental protection through advertising and sponsorship programs to not only
promote or heighten the environmental concerns of tourists but also communicate the
benefits of sustainable tourism. In addition, the authors argue that communication programs
should not only emphasize the ethical value and environmental protection of sustainable
tourism but also convey a message describing the attractiveness of sustainable tourism
richer than normal tourism, thereby affecting their TM.

5.3 Limitations and future research

There are some limitations when interpreting the results of this study and also the direction
for future research of the authors. First, the deliberate sampling method and targeting the
demographic proportion corresponding to the population has lost the randomness of the
survey sample. The authors used a sample of Vietnamese people who came from the North,
Central and the South but did not pay attention to the province or city in which they lived.
Second, two additional constructs to the TPB model are included based on the results of in-
depth interviews with some Vietnamese people. However, the characteristics of in-depth
interviews were not presented in the content of this paper. Third, in the context of a country
with an emerging economy like Vietnam, the direct relationship between TM and AT toward
sustainable tourism has been rejected; however, it suggests that further research can
explore the mediating and moderating roles of TM to AT toward sustainable tourism. Finally,
specific studies on the factors affecting TM and MR related to sustainable tourism need to
be continued to be implemented to provide practical and specific recommendations for
state management agencies and tourism enterprises in improving the sustainable tourism
IN of the people of a developing country like Vietnam.

5.4 Conclusion and contributions

This study uses the extended TPB model with original constructs and two additional
constructs, TM and MR, to find out the factors affecting the sustainable tourism IN of
Vietnamese people. All hypotheses are accepted, except for the hypothesis about the
relationship between TM and AT toward sustainable tourism. MR has been shown to have a
more positive and stronger (insignificant) effect than other factors of the proposed research
model on sustainable tourism intention. The study was conducted in a developing country
with an emerging economy, Vietnam, where sustainable tourism has only gained attention in
recent years because of the devastation of conventional forms of tourism for the
environment. Thereby, the study contributes both theoretically and practically to
policymakers, researchers and tourism enterprises in promoting sustainable tourism
intention.

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Corresponding author
Thi Phuong Linh Nguyen can be contacted at: [email protected]

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