Sustainable Development In Nha Trang: Analyzing Generation Z’s Intentions To Support

Abstract

This study examines the determinants influencing Generation Z's intention to support the sustainable development in tourism, with a focus on Nha Trang, Vietnam. This research aligns with the Sustainable Development Goals (SDGs) to propose strategic directions for Nha Trang's sustainable tourism trajectory. Utilizing a quantitative method, data were collected from 394 Generation Z individuals in Ho Chi Minh City. The study's robust methodological approach ensures the reliability and validity of the findings. Empirical analysis reveals that Sustainable Tourism Attitude, Sustainable Tourism Belief, Perceived Sustainable Destination Image (predictors) and Environmental Knowledge (moderators) positively influence Generation Z's intentions towards sustainable tourism support. The paper concludes with a discussion of the implications, limitations, and recommendations for future research in sustainable tourism development.