The relationship between awareness and commitment to
participate in the green tourism model of local communities:
Evidence from the Hmong people community in Lao Cai province
– Vietnam
THANG NGUYEN DUC
East Asia University of Technology, VIETNAM
Orcid: https://orcid.org/0000-0001-6456-9480
THANH NGUYEN NGHI
National Academy of Public Administration, VIETNAM
Orcid: https://orcid.org/0000-0002-0791-8063
Abstract: The study explores the impact of green tourism on the Hmong community in Lao Cai
province, Vietnam. The findings show that the environmental and socio-cultural benefits of
green tourism have a positive and significant impact on the community's awareness of green
tourism, which in turn fosters their commitment to participate in sustainable tourism practices.
However, the study finds no significant evidence of the impact of economic benefits on the
community's awareness of green tourism, indicating that the Hmong community values the
preservation of their cultural heritage more than economic benefits. The results emphasize the
importance of involving local communities in decision-making processes and ensuring that they
receive tangible benefits from their participation to promote and support sustainable tourism
initiatives.
Keywords: Economic; Social; Cultural; Benefits; Green tourism; Hmong people; Awareness;
Commitment; Participate.
Received: April 9, 2022. Revised: May 21, 2023. Accepted: June 15, 2023. Published: July 11, 2023.
1. Introduction
Tourism is a crucial contributor to
economic growth, job creation, and
infrastructure development worldwide
(Mishra et al., 2011). However, the rapid
expansion of the tourism industry has
resulted in negative environmental and
social impacts, leading to the emergence of
the sustainable or green tourism concept
(Manzoor et al., 2019). Green tourism
prioritizes responsible travel practices that
focus on environmental conservation, social
and cultural sensitivity, and economic
sustainability while minimizing negative
impacts (Mishra et al., 2011).
Recently, there has been increasing
interest in the role of local communities in
promoting green tourism (Manzoor et al.,
2019). Local communities can play a
pivotal role in developing and promoting
sustainable tourism models that benefit both
tourists and the local economy (Iftikhar et
al., 2022). To effectively participate in
green tourism, local communities require
high levels of awareness and commitment
to sustainable tourism practices
(McCombes et al., 2015).
The success of implementing the
green tourism model relies on the
participation of local communities in the
planning and management of tourism
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activities (Manyara & Jones, 2007).
Equitable distribution of tourism benefits
among community members can foster a
sense of ownership and pride in the local
tourism industry (Cole, 2006). Economic
incentives such as job opportunities,
revenue-sharing schemes, and community
development funds can encourage local
communities to support sustainable tourism
practices (Suansri, 2003). Emphasizing the
preservation of cultural heritage and local
traditions can further strengthen the
involvement of local communities in the
tourism industry (Mydland & Grahn, 2012;
Lordkipanidze., 2005). Finally, training
programs and capacity-building initiatives
can empower local communities with the
necessary skills and knowledge to engage in
sustainable tourism practices (Reggers et
al., 2016).
The Vietnamese government has
prioritized the development of green
tourism in the area where the Hmong people
reside to preserve cultural heritage, protect
the environment, promote sustainable
tourism practices, and foster economic
growth (Davison et al., 2005; Gerdner,
2015). By promoting green tourism, the
government can safeguard the unique
traditions, language, and customs of the
Hmong people while generating economic
benefits such as job creation and increased
income for local communities (Nepal,
2002; Cahill, 2018). The region boasts
natural beauty and biodiversity, and it is
imperative to safeguard these natural
resources by promoting responsible tourism
practices (Mallick, 2019). Furthermore, the
development of green tourism can
contribute to the economic diversification
of the region, reducing its reliance on
traditional agricultural practices (Davison
et al., 2005). The adoption of sustainable
tourism practices can guarantee the long-
term sustainability of the tourism industry
in the region while also benefiting both
tourists and local communities (Lansing &
Vries, 2007).
The willingness of local
communities to participate in the green
tourism model hinges on various factors
such as their awareness of sustainable
tourism practices (Berry & Ladkin, 1997),
the potential economic and social benefits,
and the adverse effects of traditional
tourism practices (Guttentag, 2009). To
encourage local community participation, it
is crucial to provide them with information
on the benefits of sustainable tourism
practices and involve them in the decision-
making process (Saufi et al., 2014). This
can be achieved through community
engagement programs, awareness-raising
campaigns, and educational initiatives
(Chan et al., 2021).
The Hmong people, comprising
over a million individuals, are one of
Vietnam's major ethnic minority groups
residing primarily in the mountainous
regions of northern provinces, particularly
Lao Cai (Turner, 2012; Turner et al., 2015
;Tugault‐Lafleur & Turner, 2009). Their
culture is vibrant and diverse,
encompassing their own language,
traditions, and beliefs (Turner, 2012).
Despite encountering various obstacles
such as poverty, illiteracy, and
discrimination, the Hmong community has
opportunities to maintain and promote their
cultural heritage through education,
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tourism, and collaboration with other ethnic
groups (Briain, 2013). To that end, the
Vietnamese government recognizes the
importance of developing green tourism in
the Hmong community in Lao Cai province
as a means of promoting green growth and
poverty alleviation (Turner, 2012). Green
tourism has the potential to generate
income, create green jobs, and lay the
foundation for eco-friendly economic
development (Turner & Michaud, 2008).
Furthermore, the Hmong community's
diverse culture, colorful costumes, intricate
embroidery, and skillful farming can attract
tourists from nearby countries like China,
Thailand, Vietnam, and Malaysia (Ó Briain,
2014; Turner & Michaud, 2008).
Developing green tourism in the
region would also help to safeguard the
natural landscape and biodiversity of
protected areas (Eagles et al., 2002; Job et
al., 2017). Nonetheless, it remains unclear
whether the Hmong community's
awareness and commitment to sustainable
tourism practices affect their involvement
in green tourism (Chen et al., 2017). This
study aims to examine the relationship
between awareness and commitment and
green tourism participation in the Hmong
people community of Lao Cai province,
Vietnam. The findings of this research will
aid in comprehending the factors that
influence local communities' participation
in green tourism and provide insight into
how to encourage sustainable tourism
practices in local communities.
2. Literature Reviews
Green tourism
Green tourism, which is also
referred to as sustainable tourism, is a type
of tourism that aims to decrease the
negative impact of tourism on the
environment (Budeanu, 2007), while
simultaneously generating economic
benefits for local communities and
promoting cultural preservation (Mihalic,
2016; Hudson & Miller, 2005). Green
tourism practices involve being
environmentally responsible, culturally and
socially sensitive, and economically
feasible (Kiper, 2013). The types of green
tourism practices that can be implemented
vary depending on the location and context
(Garrod & Fyall, 1998). Examples of such
practices include utilizing renewable
energy sources like solar or wind power to
operate accommodations and facilities,
reducing waste and conserving water
through recycling and composting
programs (Kasavana, 2008), promoting
local food and agriculture to minimize the
carbon footprint of food transportation
while supporting the local economy (Bruns-
Smithet al., 2015), promoting conservation
efforts and responsible wildlife tourism
practices, encouraging low-impact
activities such as hiking, biking, and
kayaking, and engaging and empowering
local communities through responsible
tourism practices that involve and benefit
them (Poponi et al., 2020). Ultimately, the
goal of green tourism is to strike a balance
between the economic benefits of tourism
and the need to preserve the environment
(Hunter, 1997), as well as local cultures and
communities, for future generations (Hui‐
Chun et al., 2003).
Some potential benefits of green tourism
Economic benefits: Green tourism
can provide employment opportunities for
local communities and contribute to the
local economy (Amerta et al., 2018;
Niedziółka, 2014). Green tourism can
provide various employment opportunities
for local communities, ranging from
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hospitality and tourism services to
ecotourism guides, park rangers, and
environmental educators (Amerta et al.,
2018). By creating jobs that are
environmentally and socially responsible,
green tourism can promote economic
growth and contribute to the local economy
(Goodwin, 1996).
In addition to employment
opportunities, green tourism can also
support local businesses and agriculture
(Lordkipanidze et al., 2018). By promoting
local food and agriculture, sustainable
tourism practices can reduce the carbon
footprint of food transportation and support
the local economy (Pan et al., 2018). For
example, visitors may be encouraged to
dine at local restaurants that serve
traditional cuisine using locally sourced
ingredients (Boyne et al., 2003). This not
only supports the local economy but also
helps to preserve local culinary traditions
and cultural heritage (Sims, 2009).
Furthermore, green tourism can also
support the conservation of natural
resources and biodiversity (Catibog-Sinha,
2010). By promoting responsible wildlife
tourism practices and supporting
conservation efforts, sustainable tourism
initiatives can help protect the natural
environment and preserve biodiversity for
future generations (Kiper, 2013). This not
only has environmental benefits but also
contributes to the local economy by
attracting visitors who are interested in
ecotourism and nature-based experiences
(Kiper, 2013; Wood, 2002).
Overall, green tourism has the
potential to create a variety of employment
opportunities and contribute to the local
economy while promoting environmentally
responsible practices (Lordkipanidze et al.,
2005; Goodwin, 1996). By incorporating
sustainable tourism practices into their
business models, local communities can
attract visitors who are seeking authentic
and responsible tourism experiences (Munt,
1994; Goodwin, 2011). This not only
benefits the local economy but also helps to
preserve the natural environment and
cultural heritage of the region (Hoang,
2021).
Environmental benefits: Green
tourism can help preserve natural and
cultural resources and promote
conservation efforts. Green tourism plays a
crucial role in preserving natural and
cultural resources and promoting
conservation efforts (Amerta et al., 2018;
Niedziółka, 2014). By encouraging
sustainable tourism practices, such as low-
impact activities and responsible wildlife
tourism practices, green tourism can
minimize the negative impact of tourism on
the environment and local communities
(Isaacs, 2000). For example, sustainable
tourism initiatives may involve hiking,
biking, or kayaking activities, which have
minimal impact on the environment
compared to other forms of tourism
(Olszewski-Strzyżowski, 2022). This helps
to protect natural resources, such as forests,
rivers, and wildlife habitats, while
providing visitors with authentic and
responsible tourism experiences (Eagles et
al., 2022).
Green tourism can also help
preserve cultural heritage by promoting
cultural tourism and supporting local
communities (Niedziółka, 2014). By
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engaging in responsible tourism practices
that involve and benefit local communities,
visitors can learn about the region's cultural
heritage and traditions while supporting
local businesses and artisans (Medina,
2005). Sustainable tourism practices can
also help to protect historic sites and
monuments by promoting responsible
tourism behaviors and minimizing the
impact of tourism on these cultural
resources (Pan et al., 2018; Skanavis &
Giannoulis, 2009).
Furthermore, green tourism can
support conservation efforts by raising
awareness about the importance of
environmental conservation and
sustainability (Edgell Sr, 2019). By
promoting responsible tourism practices
and supporting conservation initiatives,
green tourism can help protect natural
resources and promote environmental
sustainability (Neto, 2003). This can
include efforts to reduce waste and energy
consumption, conserve water resources,
and promote the use of renewable energy
sources in tourism operations
(Bohdanowicz et al., 2001).
In summary, green tourism can help
preserve natural and cultural resources by
promoting sustainable tourism practices
and responsible tourism behaviors (Shasha
et al., 2020). By supporting conservation
efforts and engaging with local
communities, green tourism can contribute
to the protection of the environment and
cultural heritage, while promoting
economic growth and sustainable
development (Mihalic, 2016).
Social and cultural benefits: Green
tourism can promote cultural exchange and
understanding between tourists and local
communities, as well as respect for local
traditions and customs. Green tourism can
be a powerful tool for promoting cultural
exchange and understanding between
tourists and local communities (Amerta et
al., 2018; Niedziółka, 2014). By providing
opportunities for visitors to learn about
local customs, traditions, and ways of life,
green tourism can promote respect for
cultural diversity and help bridge cultural
divides (Lordkipanidze et al., 2005).
Through sustainable tourism
practices, such as community-based
tourism initiatives, visitors can engage
directly with local communities (Polnyotee
& Thadaniti, 2015), learn about their
customs, and participate in local traditions
and cultural activities (Reisinger, 1994).
This type of cultural exchange can be
mutually beneficial, as it allows both
visitors and local communities to learn from
one another, share experiences, and gain a
deeper understanding of each other's
cultures (Brislin et al., 2006).
In addition to promoting cultural
exchange and understanding, green tourism
can also foster respect for local traditions
and customs (Edgell Sr, 2019). By
promoting sustainable tourism practices
that respect local cultures and ways of life,
visitors can gain a deeper appreciation for
the unique cultural heritage of the region
they are visiting (Kiper, 2013). This can
include efforts to support local artisans and
craftsmen, promote local food and
agriculture, and respect local customs and
beliefs (Booyens, 2010).
Moreover, green tourism can help
preserve traditional knowledge and cultural
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heritage (Prasetyo et al., 2021). By
supporting cultural tourism and responsible
tourism practices, green tourism can help
protect traditional practices, such as
handicrafts, music, dance, and other
cultural expressions, from disappearing due
to economic pressures or cultural
assimilation (Eagles et al., 2022).
In conclusion, green tourism can
promote cultural exchange and
understanding, as well as respect for local
traditions and customs, by engaging visitors
in sustainable tourism practices and
community-based tourism initiatives
(Asker et al., 2010). By supporting cultural
heritage and fostering respect for local
cultures, green tourism can promote
sustainable tourism practices that benefit
both tourists and local communities (Barna
et al., 20211).
The local communities' awareness of
green tourism
The level of awareness of the green
tourism model among local communities
can vary depending on several factors
(Hassan, 2000). These factors include the
level of education, exposure to tourism, and
the cultural and social norms of the
community (Stem et al., 2003). In some
cases, local communities may have a high
level of awareness and understanding of the
benefits of green tourism, particularly if
they have been involved in the development
and implementation of sustainable tourism
practices in their area (Hassan, 2000). These
communities may recognize the importance
of protecting the environment and
preserving their cultural heritage for future
generations, and may actively seek out
opportunities to participate in sustainable
tourism initiatives (Polnyotee & Thadaniti,
2015).
However, in other cases, local
communities may have limited awareness
or understanding of the concept of green
tourism (Cole, 2006). This may be due to a
lack of access to information or education
about sustainable tourism practices, or a
lack of involvement in tourism
development and decision-making
processes (Aref, 2011). In some cases, local
communities may also have cultural or
social norms that prioritize economic
development over environmental
protection, which can make it more
challenging to promote sustainable tourism
practices (Tosun, 2001).
Overall, raising awareness among
local communities about the benefits of
green tourism is an important step in
promoting sustainable tourism practices
(Frey & George, 2010). This can be done
through education and outreach programs,
as well as through involving local
communities in the development and
implementation of sustainable tourism
initiatives (Lordkipanidze et al., 2005). By
empowering local communities to take an
active role in sustainable tourism practices,
it is more likely that they will become
committed to these initiatives and work to
promote them within their community
(Cole, 2006).
The commitment to participate in the green
tourism model of local communities
The commitment of local
communities to participate in the green
tourism model can be influenced by several
factors (Lee, 2011). One of the crucial
factors is the level of awareness and
understanding of the benefits of sustainable
tourism practices and the drawbacks of
traditional tourism practices (Ritchie &
Crouch, 2003). When local communities
are aware of the positive impact of
sustainable tourism practices, they are more
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likely to commit to participating in green
tourism initiatives (Frey & George, 2010).
Another significant factor is the
level of involvement and participation in
decision-making processes related to
tourism development in their area
(Marzuki, 2008). Local communities who
are actively involved in the planning and
implementation of sustainable tourism
practices tend to have a greater sense of
ownership and commitment towards these
initiatives (Beaumont & Dredge, 2010).
This can also create a sense of pride in their
community and culture.
Economic benefits are also
important in determining the commitment
of local communities to participate in the
green tourism model (Hassan, 2000). If
sustainable tourism practices provide job
opportunities, income generation, and
support for local businesses, local
communities are more likely to commit to
these initiatives (Frey & George, 2010).
Finally, the cultural and social
values of local communities play a
significant role in determining their
commitment to sustainable tourism
practices (Aman et al.,2019). If sustainable
tourism practices align with the cultural and
social values of the community, they are
more likely to commit to participating in
these initiatives (Li & Hunter, 2015). For
instance, if cultural preservation and respect
for local traditions are emphasized, the
community will be more inclined to
participate (Giampiccoli & Hayward Kalis,
2012).
In conclusion, the commitment of
local communities to participate in the
green tourism model depends on a variety
of factors, including awareness (Hassan,
2000), involvement in decision-making
processes, economic benefits, and cultural
and social values (Gamble & Gibson,
1999). To promote greater commitment, it
is important to involve local communities in
the development and implementation of
sustainable tourism practices and to ensure
that they receive tangible benefits from their
participation (Barbieri et al., 2020).
The relationship between awareness and
commitment to participate in the green
tourism
The relationship between awareness
and commitment to participate in the green
tourism model of local communities is a
complex one (Frey & George, 2010). On the
one hand, greater awareness of the benefits
of sustainable tourism practices can lead to
increased commitment among local
communities to participate in such
initiatives (Garrod, 2003). For example, if a
community understands the economic,
environmental, and cultural benefits of
green tourism, they may be more likely to
actively participate in sustainable tourism
activities (Wheeller, 1991).
On the other hand, even if local
communities have a high level of awareness
of green tourism practices, their level of
commitment may still vary depending on
other factors such as their level of
involvement in decision-making processes
and their economic and social
circumstances (Tzschentke et al., 2004).
For example, if a community perceives that
their participation in sustainable tourism
practices will not result in significant
economic benefits or if they are facing other
economic challenges, they may be less
committed to participating in green tourism
initiatives (Frey & George, 2010).
Therefore, it is important to not only
raise awareness among local communities
about the benefits of green tourism but also
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to involve them in the decision-making
process and ensure that they see tangible
benefits from their participation
(Scheyvens, 2000). This can help increase
their level of commitment to sustainable
tourism practices and ensure that they are
actively engaged in promoting and
supporting these initiatives within their
community (Li et al., 2015).
Based on literature reviews, we
propose the following research hypotheses:
Hypothesis 1 (H1). The economic
benefits of green tourism have a positive
and meaningful impact on local
communities' awareness of green tourism.
Hypothesis 2 (H2). The
environmental benefits of green tourism
have a positive and meaningful impact on
local communities' awareness of green
tourism.
Hypothesis 3 (H3). The social and
cultural benefits of green tourism have a
positive and meaningful impact on local
communities' awareness of green tourism.
Hypothesis 4 (H4). Local
communities' awareness of green tourism
has a positive and meaningful impact on a
commitment to participate in the green
tourism model of local communities.
From the above research hypotheses, we propose the following research model (Figure
1):
Figure 1 Mô hình nghiên cứu đề xuất
Economic benefits of green
tourism (Economic)
Environmental benefits of
green tourism
(Environmental)
Social and cultural benefits
of green tourism (Social)
Local communities'
awareness of green
tourism (Awareness)
Commitment to
participate in the green
tourism model of local
communities (Participate).
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3. Method
Instrument and participant
The questionnaire was constructed
in two parts, based on literature reviews and
references to two public policy professors,
three tourism studies professors, and one
psychology professor. Part one collects
demographic information, while part two
gathers information related to the
economic, environmental, and
social/cultural benefits of green tourism, as
well as local communities' awareness of
green tourism and their commitment to
participate in the green tourism model. Each
factor is measured by four questions on a 5-
point Likert scale.
Before the formal research began, a
pilot survey was conducted with 40
volunteers to test the questionnaire. Minor
corrections were made to the questionnaire
based on the analysis of the survey data, and
a language expert edited and translated the
final version into Hmong for use in the
official study. The study was conducted in
January 2023, during the traditional Hmong
New Year when demand for green tourism
services is high. The study utilized the
purposeful sampling method, and 200
Hmong individuals from Lao Cai province
volunteered to participate. The
questionnaire was administered directly to
participants in Hmong, and they marked
their answers with a pencil. All 200 answer
sheets were collected, resulting in a 100%
response rate. Table 1 presents the
demographic information of the survey
subjects. SPSS 20 and AMOS 20 software
were used to analyze the research data.
Table 1 Demographic characteristics of survey participants
Age
18 24 years old
25 34 years old
45 54 years old
56 or older
Count
Row N
%
Count
Row N
%
Count
Row N
%
Count
Row N
%
Gender
Female
10
13.2%
32
42.1%
26
34.2%
8
10.5%
Male
15
12.1%
52
41.9%
41
33.1%
16
12.9%
Education
Bachelor's degree
3
8.1%
17
45.9%
16
43.2%
1
2.7%
High school diploma
7
14.0%
19
38.0%
18
36.0%
6
12.0%
Less than high school
6
18.8%
12
37.5%
10
31.2%
4
12.5%
Some
college/Associate's
degree
9
11.1%
36
44.4%
23
28.4%
13
16.0%
4. Results
Reliability analysis
Using Cronbach's alpha, we
determine the extent to which the questions
in our survey questionnaire are positively
correlated, indicating that they are
measuring the same underlying construct. A
high alpha score indicates that your
questionnaire is reliable, while a low score
may indicate that your questionnaire needs
to be revised or refined. The interpretation
of the results of a Cronbach's alpha analysis
can be subjective and depend on various
factors, such as the purpose of the research,
the type of data being collected, and the
target population for the survey (Fornell &
Larcker, 1981). Generally, a Cronbach's
alpha score of 0.7 or higher is considered
acceptable for most surveys, indicating a
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high level of internal consistency and
reliability (Considine et al., 2005).
However, a score between 0.6 and 0.7 may
still be considered acceptable for some
surveys. Still, it may indicate that some
questions in the questionnaire are not
contributing to the measurement of the
underlying construct and need to be revised
or removed (Hair et al., 2006). Conversely,
a score below 0.6 is generally considered
low. It may indicate that the questions in the
questionnaire are not measuring the same
construct and may need to be revised or
refined (Cortina, 1993).
Table 2 Summary of Reliability
Scales
Number of
variables
observed
Reliability
coefficients
(Cronbach
Alpha)
Composite
Reliability
(CR)
Average
variance
extracted
(AVE)
Economic
4
0.778
0.779
0.468
Environmental
4
0.755
0.756
0.437
Social
4
0.753
0.754
0.435
Awareness
4
0.751
0.751
0.431
Participate
4
0.793
0.793
0.489
Composite reliability (CR) is widely
used to assess the internal consistency or
reliability of a set of items on a scale or
questionnaire (Hair et al., 2006; Henson &
Roberts, 2006). It is used to determine
whether a group of items intended to
measure a single construct or latent variable
consistently measures that construct
(Zucoloto et al., 2014). CR is calculated as
the ratio of the total variance of the
observed scores to the total variance of the
actual scores of the items (Sijtsma, 2009). It
estimates the proportion of the total
variance in the observed scores due to the
actual conflict in the measured construct
rather than to measurement error or other
sources of variability (Hair et al., 2010). A
CR value of 0.70 or higher is generally
considered acceptable for research
purposes, indicating that the items are
measuring the intended construct with a
reasonable level of internal consistency
(Zucoloto et al., 2014; Zinbarg et al., 2005).
However, the acceptable threshold may
vary depending on the specific research
context and the intended use of the scale
(Henson & Roberts, 2006).
Average Variance Extracted (AVE)
is a statistic used to assess the amount of
variance in a set of items explained by their
underlying construct or latent variable.
AVE is a measure of construct reliability,
similar to composite reliability, but is
calculated based on the shared variance
between the items rather than the total
variance. AVE is typically used in the
context of confirmatory factor analysis
(CFA) and structural equation modeling
(SEM). The AVE of a construct is
calculated as the average of the squared
correlations between the construct and each
of its indicator items (Fornell & Larcker,
1981). Specifically, the AVE is the sum of
the squared loadings of the items on the
construct divided by the sum of the
variances of the items and measurement
error (Hair et al., 2006). AVE values range
from 0 to 1, with higher values indicating
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that the construct explains more of the
variance in the items. AVE values of 0.5 or
higher are generally considered acceptable
for research purposes, meaning that the
items measure the intended construct with a
reasonable level of reliability (Fornell &
Larcker, 1981; Hair et al., 2010; Kline,
2015). However, the acceptable threshold
may vary depending on the specific
research context and the intended use of the
scale (Bagozzi & Yi, 2012; Schreiber et al,
2006).
Table 2 presents the results of the
reliability and validity tests for the research
questionnaire (Hair et al., 2019; Henseler et
al., 2015). The Cronbach's alpha
coefficients for all items were found to be
greater than 0.7, indicating satisfactory
internal consistency and reliability of the
questionnaire (Henseler et al., 2015). The
CR of all items met the minimum threshold
of 0.70 (Fornell & Larcker, 1981),
indicating good convergent validity (Hair et
al., 2019; Henseler et al., 2015). The AVE
of all items was approximately 0.50, which
is an acceptable threshold for further
analysis (Fornell & Larcker, 1981). Overall,
these results demonstrate that the
questionnaire items have satisfactory
reliability and validity for analyzing the
proposed research model.
Exploratory factor analysis
Exploratory factor analysis (EFA) is
a statistical technique used in the social
sciences to identify underlying latent
factors or dimensions in a set of variables
(Fabrigaret al., 1999). The goal of EFA is to
reduce the number of variables in a dataset
by identifying patterns of inter-correlation
among them and grouping them into a
smaller set of underlying factors. In an
EFA, a correlation matrix of the variables is
created, and factor scores are generated
through a series of mathematical operations
(Costello & Osborne, 2005). The number of
factors to be extracted is often determined
through the examination of scree plots and
eigenvalues, which represent the magnitude
of the factors and their relative importance
(Kaiser, 1960). The results of an EFA can
help researchers identify the key factors that
explain the relationships among the
variables in a dataset (Brown, 2006). This
information can then be used to guide the
development of more refined and focused
research questions, hypotheses, and models
(Hair, 2006).
Table 3 Rotated Component Matrix
Rotated Component Matrixa
Component
1
2
3
4
5
Participate3
.752
Participate1
.723
Participate4
.723
Participate2
.706
Awareness4
.740
Awareness1
.728
Awareness3
.714
Awareness2
.651
Economic2
.743
Economic1
.732
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Economic3
.725
Economic4
.686
Environmental1
.743
Environmental2
.711
Environmental4
.709
Environmental3
.651
Social3
.740
Social2
.735
Social4
.718
Social1
.693
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 5 iterations.
b. KMO =0.870; Bartlett's Test of Sphericity (Chi-Square = 1285.245; df = 190; Sig.=0.000)
c. Initial Eigenvalues =1.192; Extraction Sums of Squared Loadings = 60%.
Table 3 presents the results of the
factor analysis for the research
questionnaire. The Bartlett test was
statistically significant (Sig. = 0.000), and
the Kaiser-Meyer-Olkin (KMO) coefficient
was 0.870 (>0.5), indicating that the
observed variables are correlated with each
other in the population and, thus, the
variables are valid for factor analysis. The
factor loading of all variables was greater
than 0.5, which means that the factor
analysis is valid. Factor loading is the
criterion used to ensure the practical
significance of factor analysis, where a
factor loading greater than 0.3 is considered
the minimum, greater than 0.4 is considered
important, and greater than 0.5 is
considered to be of practical significance.
Table 3 shows that all variables have a
factor loading greater than 0.5, indicating
that the factor analysis is valid. The
Extraction Sums of Squared Loadings of
seven factors were 60% (>50%), indicating
that the factors extracted can explain a
significant amount of the variance in the
data. The initial eigenvalues of six factors
were 1.192 (>1.00), indicating that the
factors extracted have eigenvalues greater
than one and thus are valid. Overall, these
results demonstrate the validity and
suitability of the factor analysis for the
proposed research model.
Structural equation modeling
Structural equation modeling
(SEM) is a widely used statistical method in
the social sciences to analyze the
relationships between variables in a
complex system (Byrne, 2016). It is a type
of multivariate analysis that combines parts
of regression analysis, factor analysis, and
causal modeling (Kline, 2015). In SEM, a
set of equations are made to show how the
variables in a system relate to each other.
These equations can be used to estimate the
strength and direction of the relationships
between the variables and the degree to
which underlying latent factors influence
the associations (Zaslow et al., 2006). The
equations in SEM can also predict changes
in one variable based on changes in other
variables, which is one of the key
advantages of the method (Fornell &
Larcker, 1981). SEM can be used to test
theories about the relationships between
concepts and variables (Bartholomew,
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2011). It can also be used to test complex
hypotheses about the relationships between
variables in a system. Joreskog and Sorbom
(1993) found that the results of SEM can
give important insights into the mechanisms
that drive complex systems and can be used
to guide the development of theories and
models for these systems. SEM can also
help researchers identify indirect and
mediating effects between variables as well
as direct effects (Kenny, 2015).
Table 4 Regression Weights
Estimate
S.E.
C.R.
P
Awareness
<---
Economic.
.124
.105
1.179
.238
notsupported
Awareness
<---
Environmental.
.249
.118
2.109
.035
supported
Awareness
<---
Social
.234
.093
2.523
.012
supported
Participate.
<---
Awareness
.589
.146
4.028
***
supported
Participate.
<---
Social
.333
.115
2.905
.004
supported
To evaluate the goodness of fit of
the structural equation model (SEM),
several fit indices were utilized, including
the Chi-Square (χ2) test, Root-Mean-
Square Error of Approximation (RMSEA),
standardized-root-mean square residual
(SRMR), Tucker-Lewis Index (TLI), and
Comparative Fit Index (CFI). A well-fitted
model should have values of CFI and TLI
>= 0.980, and RMSEA and SRMR <=
0.024. The analysis results, as shown in
Figure 2, indicate that the SEM model
satisfies the standard requirements. The
Chi-square statistic = 181.251 with 162
degrees of freedom (P-value = 0.024, <
0.05), Chi-square/df ratio = 1.119,
Goodness of Fit Index (GIF) = 0.916
(approximately equal to 0.9), TLI = 0.980,
and RMSEA =0.024. The results of the
SEM analysis are presented in Table 4,
which shows the statistically significant
relationship between the independent
variables Environmental, Social,
Awareness and dependent variables
Participate (P-value < 0.050). The
remaining variable Economic are not
statistically significant (P-value
=0.238>0.050). Overall, the results suggest
that the SEM model fits well with the data
and provides a good representation of the
proposed research model.
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Figure 2 SEM analysis results
5. Discussion and Conclusion
Discussion
Firstly, the SEM analysis results
presented in Table 4 indicate that the
positive impact of green tourism's
environmental benefits on local community
awareness of green tourism is statistically
significant, confirming H2. The findings
suggest that the Hmong community has a
long-standing tradition of protecting their
environment from external influences,
which has contributed to their commitment
to sustainable tourism development. This
aligns with Niedziółka's (2014) earlier
research that showed how green tourism
can also aid in preserving cultural heritage
by promoting cultural tourism and
supporting local communities. Responsible
tourism practices that involve and benefit
local communities can help visitors learn
about the region's cultural heritage and
traditions while supporting local businesses
and artisans (Medina, 2005).
Moreover, sustainable tourism
practices can also help safeguard historic
sites and monuments by encouraging
responsible tourism behavior and
minimizing the impact of tourism on these
cultural resources (Pan et al., 2018;
Skanavis & Giannoulis, 2009).
Additionally, green tourism can support
conservation efforts by raising awareness
about the significance of environmental
conservation and sustainability (Edgell Sr,
2019). By promoting responsible tourism
practices and supporting conservation
initiatives, green tourism can help preserve
natural resources and promote
environmental sustainability (Neto, 2003).
This includes efforts to reduce waste and
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energy consumption, conserve water
resources, and encourage the use of
renewable energy sources in tourism
operations (Bohdanowicz et al., 2001)..
Secondly, the SEM analysis results
presented in Table 4 indicate that the local
community's perception of the socio-
cultural benefits of green tourism has a
positive and significant impact on their
understanding of green tourism, supporting
H3. This finding highlights the crucial role
that socio-cultural benefits play in fostering
the Mong people's commitment to
participate in the green tourism model in
Lao Cai province. This result is consistent
with previous research conducted in other
cultures by Polnyotee & Thadaniti (2015),
suggesting that sustainable tourism
practices, such as community-based
tourism initiatives, enable visitors to
directly engage with local communities,
learn about their customs, and participate in
local cultural traditions and activities
(Reisinger, 1994). This cultural exchange
can be mutually beneficial, allowing
visitors and local communities to learn from
each other, share experiences, and gain a
better understanding of each other's cultures
(Brislin et al., 2006).
Thirdly, the SEM analysis results in
Table 4 demonstrate that the Hmong
community's awareness of green tourism
has a positive and significant impact on
their commitment to participate in the green
tourism model in Lao Cai province,
supporting H4. This finding is consistent
with previous research in other cultures,
such as Thais and Laotians, which also
suggests that local communities' perception
of green tourism positively influences their
commitment to it. Therefore, it is crucial to
increase local communities' awareness of
the benefits of green tourism and involve
them in decision-making processes,
ensuring they experience tangible benefits
from their participation (Scheyvens, 2000).
Doing so can enhance their commitment to
sustainable tourism practices and promote
and support these initiatives in their
communities actively (Li et al., 2015).
Finally, the results of the SEM
analysis (Table 4) indicate that there is no
statistically significant evidence of the
impact of the economic benefits of green
tourism on the local community's awareness
of green tourism. Therefore, H1 is not
accepted. This finding suggests that the
Hmong community in Lao Cai province
values the preservation of their cultural
heritage, traditions, and customs more than
economic benefits. They may react
positively to external influences that
threaten their cultural values. This result
differs from studies in other cultures, which
have consistently found that green tourism
can create job opportunities for local
communities and boost the local economy
(Amerta et al., 2018; Niedziółka, 2014).
Green tourism can offer diverse
employment opportunities to locals,
ranging from hospitality and tourism
services to ecotourism guides, park rangers,
and environmental educators (Amerta et al.,
2018). By generating environmentally and
socially responsible jobs, green tourism can
spur economic growth and contribute to the
local economy (Goodwin, 1996).
Therefore, it is crucial to engage the local
community in the decision-making process
and ensure that they receive tangible
benefits from their participation, which may
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strengthen their commitment to sustainable
tourism practices and promote and support
these initiatives within their community (Li
et al., 2015).
Conclusion
This study has shown that green
tourism can have a significant positive
impact on local communities in terms of
environmental and socio-cultural benefits.
The results of the SEM analysis have
confirmed H2, H3, and H4, indicating that
environmental benefits, socio-cultural
benefits, and awareness of green tourism
play crucial roles in the Hmong
community's commitment to sustainable
tourism development in Lao Cai province.
The findings align with previous research
suggesting that sustainable tourism
practices can aid in preserving cultural
heritage and conserving natural resources.
However, the study's results have also
shown that economic benefits may not be
the primary driving factor for the Hmong
community's participation in green tourism
(Tugault‐Lafleur & Turner, 2009). Thus,
it is important to involve the local
community in decision-making processes
and ensure that they receive tangible
benefits from their participation in
sustainable tourism initiatives to foster their
commitment to these practices. Overall, this
study provides valuable insights into the
factors that influence local community
participation in green tourism and can
inform sustainable tourism development
strategies in the region.
The study has some limitations that
need to be considered when interpreting the
results. Firstly, the research was conducted
in a specific context with a particular ethnic
group (Hmong community) in Lao Cai
province, Vietnam, which may limit the
generalizability of the findings to other
cultures and regions. Secondly, the study
adopted a quantitative approach, which
limits the depth of understanding of the
local community's perceptions and
experiences of green tourism. Therefore,
future research could use qualitative
methods to explore the nuances of the local
community's attitudes towards green
tourism (Turner, 2012; Turner et al., 2015)
Thirdly, the study focused only on the local
community's perception of green tourism,
without exploring the tourists' perspectives
and behaviors, which could provide
valuable insights into the effectiveness of
sustainable tourism practices. Finally, the
study did not consider the potential negative
impacts of green tourism, such as
displacement of local communities, loss of
cultural identity, and increased pressure on
natural resources. Therefore, future
research should also examine the potential
negative impacts of green tourism and
identify ways to mitigate them.
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