The Impact of Awareness on Responsible Tourism Behavior Intentions among Generation Z

Abstract

The recovery of tourism post-pandemic is showing promising progress, albeit through novel approaches. Currently, in many countries and businesses, there is a focus on developing safer and more sustainable tourism. Destinations closely tied to natural environments and communities are becoming increasingly popular, attracting significant interest from young adults. This article investigates the impact of responsibility awareness on the travel intentions of Generation Z tourists. Specifically, it explores the relationships between responsibility awareness, attitudes, subjective norms, and behavioral intentions. A combined offline and online survey was conducted using printed questionnaires and Google Forms, yielding 357 valid responses. The research results indicate that responsibility awareness – encompassing environmental, socio-cultural, and economic aspects – influences attitudes, subjective norms, and the formation of responsible travel intentions among the younger generation. In this context, the attitudes and subjective norms of young adults play a crucial role in shaping their responsible travel intentions. Finally, this article provides recommendations to promote responsible tourism in Vietnam.

Received: 9^th August, 2025; Revised: 3^rd October, 2025; Accepted: 20^th April, 2026