Agricultural Tourism in Vietnam: Role of Technology for Perceived Sustainability and Visitors’ Intention to Return

Abstract

Agritourism combines visiting and experiencing farms, orchards, and other agricultural activities. It integrates traditional tourism with educational and recreational aspects of agriculture. Technological advancements have boosted tourism activities, changing the core values of sustainable tourism inherent in agriculture. This study analyzes tourists’ behavior, perceptions of sustainable tourism, and the influence of technology on their intention to revisit the context of agritourism in Vietnam. Adopting a mixed-methods approach with structural instrument design, we used surveys to quantify visitors’ attitudes, perceptions, and intentions. Implementing the partial least squares structural equation modelling (PLS-SEM) statistical method through Smart-PLS software version 4.0.9.2 ensures a robust analysis of the collected data. These findings provide original perspectives that can inform strategic and culturally sensitive initiatives, thereby enhancing sustainability and enriching experiences within Vietnam’s agricultural tourism landscape. The nuanced insights derived from demographics,
coupled with the acknowledgement of perceived behavioral control as a linchpin, add a unique
dimension that directly influences visitors’ intentions to return. Furthermore, recognizing technology’s pivotal role, alongside concerns about sustainability and cultural impact, underscores the importance of a balanced integration approach.