Determinants of Gen Z tourists’ intention to participate in local food tours : a case study of Hai Phong, Vietnam

Phuong, Van Nguyen, Pham, Thi Linh, Hoang, Thi Huong and Pham, Ngoc Huong Quynh (2025) Determinants of Gen Z tourists’ intention to participate in local food tours : a case study of Hai Phong, Vietnam. International Journal of Innovative Research and Scientific Studies, 8 (2). pp. 1533-1544. ISSN 2617-6548

[thumbnail of 8977-IJIRSS8(2)2025-1533-1544-Vietnam+India.pdf] Text
8977-IJIRSS8(2)2025-1533-1544-Vietnam+India.pdf - Published Version

Download (535kB)

Abstract

This study aims to identify and evaluate the factors influencing Gen Z tourists’ intention to participate in food tour experiences in Hai Phong, Vietnam, thereby proposing solutions to enhance experience quality and promote sustainable culinary tourism development. The study is grounded in the Theory of Planned Behavior (TPB), the Theory of Reasoned Action (TRA), the 4E model, and insights from previous studies to formulate hypotheses regarding factors affecting Gen Z tourists’ intention to engage in food tours. Key factors identified include convenience, trust, price, food safety and hygiene, food quality, service quality, and social media influence. A survey was conducted with 328 Gen Z tourists in Hai Phong, and data were analyzed using statistical methods to examine the relationship between these factors and the intention to participate in food tours. The results reveal that price has the greatest impact on Gen Z’s intention to participate in local food tours, while advertising exerts the least influence. Additionally, food safety and hygiene challenges, convenience, and service quality are identified as key barriers to developing culinary tourism in Hai Phong. The study contributes to understanding the determinants of Gen Z tourists’ intention to participate in food tours and offers insights into the specific challenges facing culinary tourism development in Hai Phong. The findings provide useful recommendations for businesses, restaurants, and tourism managers to enhance the quality of food tour experiences. Strategies include improving food safety and hygiene practices, ensuring service quality, and offering affordable and convenient options. Additionally, leveraging social media to build trust and promote culinary tourism is essential for sustainable tourism development and economic growth in Hai Phong, Vietnam.

Item Type: Article
Keywords: Advertising | Convenience | Food Quality | Food Safety and Hygiene | Food Tour | Sustainable Culinary Tourism | Trust | Price.
Subjects: Social Sciences and humanities > Business, Management and Accounting > Tourism, Leisure and Hospitality Management
Social Sciences and humanities > Business, Management and Accounting > Marketing
Physical, Life and Health Sciences > Public Health, Environmental and Occupational Health
JGU School/Centre: Jindal Global Business School
Depositing User: Mr Luckey Pathan
Date Deposited: 01 May 2025 07:27
Last Modified: 01 May 2025 07:27
Official URL: https://doi.org/10.53894/ijirss.v8i2.5510
URI: https://pure.jgu.edu.in/id/eprint/9421

Downloads

Downloads per month over past year

Actions (login required)

View Item
View Item