Consumption decisions in green tourism: The case of tourists participating in sports events in Vietnam

Abstract

This study applies the Motivation - Opportunity – Ability model on social networking platforms to study tourists’ selection of green hotels for their participation in sports events. The study analyzed the intention to choose green hotels of 324 Vietnamese tourists staying at 4- and 5-star hotels with green labels in Vietnam. The research results show that the Motivations, Opportunity, and Ability factors in using social networks have a positive impact on the belief in green hotels, thereby promoting the intention to choose green hotels when tourists participate in sports events in Vietnam. This study also provides some practical implications for green hotels in using social networks to enhance the trust and intention to choose a hotel of tourists participating in sports events. At the same time, the study also proposes some suggestions for directing human resources training towards the organization of tourism-integrated sports events to create responsible tourism products.