Research on the Impact of New Ecological Paradigm on Green Tourism Behavior Among Tourists in Hanoi City

This study analyzes the impact of New ecological paradigm on the Green tourism behavior already performed by tourists in Hanoi city, and also considers the role of Attitude toward Green tourism behavior, Personal norm and Perceived behavioral control. Data were collected from 207 tourists who had experienced Hanoi in the most recent six months and were analyzed by Cronbach’s Alpha, EFA, CFA, structural equation modeling (SEM) and bootstrap with 5000 samples. The results show that New ecological paradigm has a positive effect on Personal norm and Attitude toward Green tourism behavior; Green tourism behavior is positively affected by Personal norm, Perceived behavioral control and Attitude toward Green tourism behavior, in which Personal norm has the strongest effect. The total indirect effect of New ecological paradigm on behavior through Attitude toward Green tourism behavior and Personal norm is also statistically significant. The results confirm the role of ecological worldview, moral obligation and ability to perform in promoting green behavior, thereby suggesting implications for communication, service design and sustainable destination management in Hanoi.