Factors Influencing Green Tourism Choices: A Case Study Of Hai Phong City

Abstract

This research aims to examine the factors influencing tourists’ choice of green tourism in Hai Phong City. A questionnaire featuring a five-point Likert scale was used, and purposive sampling was employed to gather data. A total of 350 respondents were selected. The study identified four key factors affecting tourists’ green tourism choices in Hai Phong City: (1) Personal attention, (2) Tourist loyalty and commitment, (3) Family choice, and (4) The need to learn about novelty. Among these, tourist loyalty and commitment has the greatest impact, with a standardized Beta coefficient of 0.426. Based on the results, the author proposes several solutions to improve tourist behavior and support the sustainable development of green tourism in Hai Phong City at this time.