Young Tourists’ Conservation Behavior in World Heritage Sites: Implications for Sustainable Heritage Tourism in Northern Vietnam

A pivotal finding from this study is that perceptions, not attitudes, mediate the influence of reference groups on young tourists' conservation behavior at UNESCO World Heritage sites. This challenges conventional theories emphasizing emotional attachment and highlights the critical role of cognitive pathways in shaping sustainable heritage tourism practices. The research employs a partial least squares structural equation model to analyze cross-sectional data from 318 young tourists surveyed across three Northern Vietnamese sites: Trang An Scenic Landscape Complex, Ha Long Bay, and Thang Long Imperial Citadel. It reveals that while reference groups significantly impact attitudes and conservation behaviors, travel experiences influence only the latter, not perceptions. These insights provide actionable guidance for heritage managers and policymakers to design targeted strategies that leverage cognitive factors over emotional ones to foster conservation behavior among tourists.

VU, Y. T., NGUYEN, N. T. T., & DINH, H. T. (2026). YOUNG TOURISTS’ CONSERVATION BEHAVIOR IN WORLD HERITAGE SITES: IMPLICATIONS FOR SUSTAINABLE HERITAGE TOURISM IN NORTHERN VIETNAM. Geojournal of Tourism and Geosites, 65(2), 1128–1140. https://doi.org/10.30892/gtg.65246-1751