Adapting Values-Beliefs-Norms (VBN) model and the Value-Identity-Personal norm (VIP) model into ecotourism intention: A case study of Cat Tien National Park, Vietnam

This study investigates the adaptation of the Values-Beliefs-Norms (VBN) model and the Value-Identity-Personal norm (VIP) model into the context of ecotourism intention. Specifically focusing on Cat Tien National Park in Vietnam, the research explores the relationships between biospheric values, environmental beliefs, environmental self-identity, personal norms, and ecotourism intention. The study involves 530 Vietnamese tourists as participants. The findings reveal several significant direct effects: biospheric values positively influence environmental belief/self-identity, while environmental belief/self-identity positively impacts personal norms. Moreover, personal norms positively influence ecotourism intention. The study also uncovers the mediating role of personal norms. These results highlight the importance of values, beliefs, self-identity, and personal norms in shaping tourists' intentions toward ecotourism, supporting the VBN and VIP models. The findings provide valuable insights for policymakers and practitioners in promoting sustainable tourism practices and fostering environmentally responsible behaviors among tourists visiting Cat Tien National Park and similar ecotourism destinations.