Research on the Behavior of Gen Z on Using of Green Tourism: The Role of Knowledge Sharing

Abstract

Purpose: The main objective of this study is to clarify the role of knowledge sharing about green tourism on tourists’decision to use tourism services. Theoretical framework: This study applies the theory of planned behavior (TPB) as a basis framework to determine the factors that affect tourists’ decisions. Design/Methodology/Approach: This study used quantitative research methods with data collected through questionnaires with respondents of young people in Hanoi, Vietnam. The results were 288 valid questionnaires processed with structural equation modeling (SEM) through SPSS and Amos software. Findings: This study confirms the influence of attitude factors, and perceived behavioral control on Gen Z's decision to use green tourism services. Moreover, the study confirms the role of knowledge sharing about green tourism as an antecedent factor that shapes the mechanism influence of green perception of Gen Z in the relationship between attitude and decision to use green tourism services. Research, practical & social implications: This study helps administrators have a deeper insight into the importance of knowledge sharing activities in training, recruitment and orienting sustainable development policies towards raising awareness about the goal of building sustainable development. building and developing a green economy in general and the tourism industry in particular. Originality/Value: This study has shown that knowledge sharing builds and leads to positive attitudes about green tourism services. This is a new contribution of the study with providing evidence in identifying the primary factors in the relationship between attitudes and decisions to use green tourism services.