Residents’ behavioral intentions toward cruise tourism support in Vietnam

Abstract

This study focuses on residents’ intentions in Ho Chi Minh City (HCMC) to support cruise tourism. It examines their perceptions and willingness to contribute to the recovery of the sector. A qualitative methodology was used, with 23 residents participating in three focus group discussions. Through content analysis and the constant comparison method, key themes were identified, allowing to establish a conceptual framework regarding resident behavioral intentions to support cruise tourism. This conceptual framework is composed of two themes: support for cruise tourists (including three sub-themes: hospitality behavior, helping behavior, and recommending behavior) and support for cruise tourism development (including two sub-themes: supportive cruise tourism infrastructure and supportive destination image). Accordingly, the study revealed that HCMC residents are eager to take supportive actions, such as offering hospitality, making recommendations, and providing assistance. This highlights the importance of community engagement in the recovery of cruise tourism. The study also emphasized the need for improvements in infrastructure and the environment to create a tourist-friendly atmosphere. This investigation underscores the crucial role of local support in reviving the sector. The insights provided a valuable for tourism operators and destination managers in involving the community in the sustainable revitalization of cruise tourism.