2026 IJRSE – Volume 15 Issue 7
Available Online: 9 March 2026
Author/s:
Le, Phuc Ngan*
Ho Chi Minh City University of Economics and Finance, Vietnam (nganlp@uef.edu.vn)
Tomas Bata University in Zlín, Czech Republic
Pilík, Michal
Tomas Bata University in Zlín, Czech Republic (pilik@utb.cz)
Phan, Bao Giang
Ho Chi Minh City University of Economics and Finance, Vietnam (giangpb@uef.edu.vn)
Abstract:
Vietnam’s domestic tourism after the COVID-19 pandemic is facing the need for green and sustainable development, in which influencer marketing is considered a strategic tool to promote tourists’ awareness and behavior. This article does not conduct an empirical survey but focuses on synthesizing the theoretical basis and existing research evidence to propose a new research model. Based on the Theory of Planned Behavior (TPB), Parasitic Relationship Theory and Uses and Gratifications Theory, the model considers five independent factors: credibility, perceived authenticity, content quality, social interaction, and green value congruence. These factors affect attitudes towards green tourism, thereby forming the intention to participate in green tourism of local Vietnamese people. In addition, the level of personal environmental concern is included as a moderating variable, clarifying the difference in the level of influence. The article contributes by identifying the research gap when the aspect of green values and environmental concern is still underexploited and, at the same time, giving suggestions for further quantitative research. The significance is that the model will guide management agencies and businesses to apply influencer marketing to promote sustainable tourism development in Vietnam.
Keywords: influencer marketing, domestic green tourism intention, sustainable development, environmental concern, Vietnam
DOI: https://doi.org/10.5861/ijrse.2026.26831
Cite this article:
Le, P. N., Pilík, M., & Phan, B. G. (2026). The impact of influencer marketing on the sustainable development of domestic green tourism intention in Vietnam. International Journal of Research Studies in Education, 15(6), 177-183. https://doi.org/10.5861/ijrse.2026.26831
* Corresponding Author