Exploring Generation Z’s Intention to Adopt Natural-Based Tourism in Vietnam

The study explores factors affecting Generation Z’s intention to adopt Natural-based tourism in Vietnam by combining the Health Belief Model and Perceived Value Theory. A large-scale survey was conducted with 319 Generation Z participants and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results show that Self-efficacy positively affects Perceived value, Emotion, and Intention to adopt, while Emotion fully mediates the relationship between Perceived value and Intention to adopt. However, Perceived barriers and Perceived threat showed insignificant effects, which means that these factors are less relevant for young individuals. Cues to action significantly affects both Perceived value and Intention to adopt. This paper contributes to extending Health Belief Model and Perceived Value Theory combination and provides practical insights for developing strategies to promote natural-based tourism among Generation Z.