Perceptions of Vietnamese Tour Companies Toward Adopting Sustainable Tourism Practices

ABSTRACT

With the recent opening of the Vietnamese economy to the international market, tourism has become an important industry which significantly contributes to the national GDP. However, as the number of tourists has grown, negative social and environmental impacts associated with tourism activities have increased. In response, the Vietnamese National Administration of Tourism (VNAT) has shown increasing interest in the promotion of sustainable tourism businesses. This study explores factors that influence a tourism firm's intention to voluntarily participate in such programs. From an estimated population of 298 tour companies, 149 were randomly selected, of which 60 responded providing a 40% response rate. The results show that risk-taking measured in terms of attitude toward adopting new ideas and changes is the most influential factor in the firm's likelihood of adoption. In addition, characteristics of such as perceived complexity and perceived potential for strengthening the firm's image also play an important role in the firm's decision to adopt sustainable tourism practices.

Keywords:

• diffusion of innovations
• sustainable tourism
• Vietnam