Factors influencing Vietnamese tourists’ intention to participate in ecotourism

This study was conducted to identify and evaluate the factors affecting the intention to participate in ecotourism of tourists in Vietnam by integrating Theory of Reasoned Behavior (TRB), Theory of Planned Behavior (TPB), Technology Acceptance Model (TAM) and Social Identity Theory (SIT) with an addition of four factors including ‘environmental concern’, ‘advertising’, ‘past experience’ and ‘eWOM’. By applying Partial Least Square – Structural Equation Modeling (SEM), the proposed model was verified with a sample of 221 tourists in Vietnam.