隨著可持續旅遊運動的興起和年輕一代在發展中國家旅館業未來中的關鍵角色，本研究探討了越南Z世代消費者造訪綠色酒店的意圖。本研究以艾杰森Icek Ajzen (1991）的計劃行為理論為基礎，提出了一個擴展模型，加入了綠色心理效益和綠色信任的感知。通過定量方法，本研究從206名越南Z世代參與者中收集了自我管理問卷的數據，並使用偏最小二乘結構模型（PLS-SEM）進行了分析。研究結果表明，態度、主觀規範和感知行為控制顯著且正向影響他們造訪綠色旅館的意圖。此外，綠色心理效益和綠色信任的感知顯著影響了越南年輕人對造訪綠色旅館的態度。研究結果為綠色旅館文獻中的這一獨特部分提供了新的見解，並為綠色酒店運營商和市場經理提供了戰略建議，以提高消費者的態度並促進他們的訪問意向。

Amid the growing movement toward sustainable tourism and the crucial role of the young generation in the future of the hospitality industry in developing nations, the present study explores the intentions of Vietnamese Generation Z consumers to visit green hotels. Anchoring the Theory of Planned Behavior, the research proposes an extended model by incorporating perceived green psychological benefits and green trust. With a quantitative approach, data were gathered from 206 Vietnamese Generation Z participants through self-administered questionnaires and analyzed using partial least square structural equation modeling. The findings indicate that attitudes, subjective norms, and perceived behavioral control significantly and positively affect their intentions to visit green hotels. Furthermore, perceived green psychological benefits and green trust significantly shape young Vietnamese's attitudes toward visiting green hotels. The study’s finding provides new insight into this distinctive segment of green hotel literature and offers strategic recommendations for green hotel operators and marketing managers to enhance consumers’ attitudes and promote their visit intention.

TABLE OF CONTENT
THESIS VALIDATION LETTER i
ACKNOWLEDGEMENTS ii
摘要 iii
ABSTRACT iv
LIST OF FIGURES vii
LIST OF TABLES viii
INTRODUCTION 1
1.LITERATURE REVIEW AND HYPOTHESES DEVELOPMENT 6
1.1.Literature review 6
1.1.1.Green hotels 6
1.1.2.Green hotels in Vietnam 8
1.1.3.Study of green hotels and customer behaviors 9
1.2.TPB theory and hypotheses development 11
1.2.1.Attitude toward visiting green hotels 13
1.2.2.Subjective norms and visit intention 14
1.2.3.Perceived behavioral control and visit intention 15
1.2.4.Perceived green psychological benefits and attitude 16
1.2.5.Green trust and attitude 18
2.RESEARCH METHODOLOGY 21
2.1.Research approach 21
2.2.Population and samples 22
2.3.Measurements and questionnaire design 23
2.3.1.Measurements 23
2.3.2.Questionnaire design 23
2.4.Data analysis process 25
2.4.1.Measurement model assessment 26
2.4.2.Structural model assessment 28
3.ANALYSIS AND RESULTS 29
3.1.Descriptive analysis 29
3.1.1.Demographic factors 29
3.1.2.Descriptive analysis of variables 31
3.2.Measurement model assessment 33
3.2.2.Second-order construct measurement model assessment 37
3.3.Structural model assessment and hypotheses testing 39
4.DISCUSSION OF THE FINDINGS 42
4.1. Discussion 42
4.2. Theoretical implication 46
4.3. Practical implication and managerial suggestions 46
REFERENCES 50
APPENDIX 70

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