Abstract
ABSTRACT This study proposed a theoretical framework based on Value-Belief-Norm (VBN) theory to examine tourists’ intentions to undertake agrotourism and to behave pro-environmentally while travelling in Vietnam, and assess the moderating effect of tourist sources. The results validate VBN theory explaining that tourists’ intentions could be determined through the chain of values beliefs, and personal norms, contributing to the theoretical evidence within the context of Vietnam’s agrotourism. Practical implications were drawn from the findings that reveal some similarities and differences between Vietnamese and international tourists, indicating that two groups are not homogeneous then suggest marketing strategies for Vietnam’s agrotourism market.
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