Van Hao Hoang

The study aims to investigate the role of destination attachment and sharing travel experiences on social media in the relationship between memorable tourism experiences (MTEs) and revisit intention. This study focused on Ha Long Bay, Vietnam, with limited research on predicting tourists’ intentions to revisit this destination. The self-administered questionnaire survey is applied to analyze the relationship between the variables and verify the hypotheses based on the collected 578 valid responses. The structural equation modeling was employed to test the relationships in the research model with SPSS 24.0 and SmartPLS 4.0. The results show that MTEs significantly and directly influence tourists’ intention to revisit a destination. MTEs also have a direct impact on destination attachment and sharing travel experiences on social media. Furthermore, the findings also prove that destination attachment and sharing travel experiences on social media directly affect revisit intention. It is worth noting that they act as intermediaries in the relationship between MTEs and tourists’ intentions to revisit a destination. This study contributes to a deeper understanding of tourists’ intentions to revisit and offers theoretical and practical implications.

Extensive research in the hospitality sector has investigated the numerous factors influencing consumers’ green consumption behavior in various countries. However, there is a limited number of studies that apply the Goal Framing Theory (GFT) to explain eco-friendly behavior. This study aims to identify the key determinants of purchase intention towards eco-friendly hotels using GFT. The analysis focuses on the specific context of Vietnam, a nation undergoing economic transition. The study’s empirical basis is built upon a substantial dataset collected from a representative sample of Vietnamese hotel customers (N=524), which underwent stringent statistical analysis using the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach. The study results reveal that gain motivation has the strongest impact on customers’ willingness to buy from environmentally friendly hotels (β = 0.392), followed by hedonic motivation (β = 0.358), and lastly by normative motivation (β = 0.104). Furthermore, the research sheds light on the mediating roles of normative and hedonic motivation on the relationship between gain motivation and purchase intention. Remarkably, hedonic motivation also emerges as a mediator in the relationship between normative motivation and purchase intention. The insights gleaned from the research findings are distilled into both theoretical and practical implications, proffering valuable guidance for stakeholders in the hospitality domain.

Type of the article: Research Article

Abstract
The hospitality industry has shown a growing commitment to adopting strategic green practices that aim to reduce environmental footprints while fostering brand loyalty. This paper uses the Stimulus-Organism-Response (SOR) model for explaining the roles of customer trust and identification in the relationship between green hotel practices and green customer citizenship behavior. Survey data were collected from 247 domestic customers at ASEAN green-certified hotels in Northern Vietnam. The partial least squares-structural equation modelling (PLS-SEM) technique was utilized to assess the study framework and the hypothesized relationship. The findings indicate that positive perceptions of green practices significantly and directly affect customer green citizenship behavior (β = 0.374). Besides, green hotel practices also influence customer trust (β = 0.694) and identification with green hotels (β = 0.725). The results revealed the effects of customer trust (β = 0.154) and identification with green hotels (β = 0.405) on customer green citizenship behavior. Moreover, customer trust and identification with green hotels play a vital role as intermediaries in explaining how sustainable practices influence green customer citizenship behavior. The findings provide further theoretical clarity of customers’ sustainable behavior in the hospitality industry. The practical implications were recommended for developing strategies to foster green citizenship behavior among green hotel customers.