Impact of national identity on Vietnamese Gen Y’s attitudes toward domestic tourism destinations
Published: August 3, 2026
Abstract
Domestic tourism constitutes a critical pillar of the tourism industry, with attitudes toward domestic destinations playing a decisive role in shaping travel behavior. This study investigates the influence of national identity on the attitudes of Vietnamese Gen Y toward domestic destinations, examining the mediating roles of tourism ethnocentrism and perceived value. Structural equation modeling (SEM) based on a sample of 485 respondents indicates that national identity serves as a central determinant of tourist attitudes, both directly and indirectly through the proposed mediators, thereby underscoring its pivotal role in shaping domestic travel preferences
Keywords
national identitytourism ethnocentrismGen Yattitudedomestic tourism.
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