The Relationship Between Awareness and Commitment to Participate in the Green Tourism Model of Local Communities: Evidence from the Hmong People Community in Lao Cai Province - Vietnam

Abstract

Purpose: This study explores the impact of green tourism on the Hmong community in Lao Cai province, Vietnam, including their awareness of sustainable tourism principles and factors influencing their engagement. It aims to provide practical recommendations to enhance understanding and commitment to sustainable tourism, contributing to the existing knowledge and offering insights applicable to other regions and communities interested in promoting green tourism. Theoretical framework: The theoretical framework for this research draws upon concepts and theories from sustainable tourism, community development, and environmental psychology, explicitly focusing on community participation and empowerment in tourism development. It explores the impact of the Hmong people's awareness, involvement in decision-making, and sense of ownership over green tourism initiatives on their commitment to participate in the green tourism model. Design/methodology/approach: This study employed a mixed-methods approach, a quantitative survey, to collect data from 200 Hmong individuals in Lao Cai province in early 2022. A thorough literature review accompanied the survey design, distribution, collection, and analysis of responses. By utilizing this approach, the research aims to comprehensively understand the Hmong community's awareness and commitment to participating in the green tourism model in Lao Cai province, Vietnam. Findings: The study's findings show that green tourism's environmental and sociocultural benefits positively influence the Hmong community's awareness and commitment to sustainable tourism practices. However, economic benefits were not significantly associated with public perception, indicating a greater emphasis on cultural heritage conservation than financial gains. These results highlight the significance of involving local communities in decision-making and offering tangible benefits to foster their active engagement in sustainable tourism initiatives. Research, Practical & Social implications: This study makes two significant contributions to the existing knowledge. Firstly, it provides a comprehensive understanding of the impact of green tourism on local communities, particularly the Hmong community in Vietnam. Secondly, it highlights the vital role of community participation in sustainable tourism development. The findings recommend policymakers' active involvement of local communities in decision-making and the provision of tangible benefits for their engagement in sustainable tourism practices, promoting their commitment to sustainable tourism. Originality/value: Being the pioneering study on this subject in Vietnam, this research holds a unique significance in raising awareness and fostering commitment among the Hmong community regarding their participation in green tourism within Lao Cai province. Furthermore, the study's findings can serve as a valuable resource for shaping policies and programs that actively involve the Hmong community in green tourism, leading to mutual benefits for the community and the local region.