..., it investigates whether SMO directly enhances SBP and explores the mediating roles of green reputation and green loyalty in this relationship. Design/methodology/approach The data were collected from a sample of 254 small restaurant managers and owners across Vietnam. The hypotheses were tested using partial...

...Bang Nguyen-Viet; Phuc Nguyen My Purpose This study aims to examine how religious orientation moderates between foreign tourists’ spiritual motivations and their intention to return to spiritual destinations in Vietnam. Design/methodology/approach A mixed-methods approach was used...

... with the theory of planned behavior (TPB). Design/methodology/approach This study targeted residents who were working in, or providing tourism-related services from, three major tourist cities in Central Vietnam. A total of 686 residents participated in this study via online and paper-based surveys...

...-creation. This research is significant in collectivist societies like Vietnam since it seeks to assess the cultural and personal factors via tourists’ social responsibility and collectivist orientation. Design/methodology/approach This study centered on Hoi An city (Quang Nam province, Vietnam...

... et al., 2017). Vietnam’s spiritual tourism sector has grown rapidly, attracting both domestic and international travelers (Trinh and Ryan, 2016). Despite its rising importance, scholarly exploration of the topic in Vietnam remains limited, particularly regarding the combined influence...

...Tuan Duong Vu; Thi Thanh Nhan Nguyen; Hoang Nam Nguyen; Manh Hung Nguyen Purpose This study aims to evaluate the impact of green human resource management on cognitive factors, employees' pro-environmental behavior and the environmental performance of hotels in Vietnam. Design/methodology...

.... It also offers interesting implications for destination managers to improve Vietnam as a destination brand. Originality/value This paper is among the first to test the mediating role of social commerce on value co-creation and destination brand equity. Erisher Woyo can be contacted...