Figure 1:
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Figure 4:
Sample Demographic Characteristics (N = 245)
| Characteristics | In number (Person) | In percentage (%) | |
|---|---|---|---|
| Gender | Male | 107 | 43.7 |
| Female | 138 | 56.3 | |
| Age | From 20 to 24 years old | 60 | 24.5 |
| From 25 to 34 years old | 140 | 57.1 | |
| From 35 to 44 years old | 43 | 17.6 | |
| ≥45 years old | 2 | 0.8 | |
| Education level | High school or below | 123 | 50.2 |
| College/University | 122 | 49.8 | |
| Monthly income | < 10 million VND | 97 | 39.6 |
| 10–20 million VND | 116 | 47.3 | |
| > 20 million VND | 32 | 13.1 | |
| Origin | Domestic | 197 | 80.4 |
| International | 48 | 19.6 | |
| Travel duration | 1–2 days | 134 | 54.7 |
| ≥3 days | 111 | 45.3 | |
Multiple regression results for environmental protection WTP
| Variable name | Independent variables | Unstandardized coefficients | Standardized coefficients | t | p-value | |
|---|---|---|---|---|---|---|
| B | Std. error | β | ||||
| Constant | 32.52 | 13.05 | 2.49 | 0.014* | ||
| Personal characteristics | Gender | 5.91 | 2.45 | 0.11 | 2.41 | 0.017* |
| Age | −6.00 | 2.04 | −0.15 | −2.95 | 0.004** | |
| Education | 5.75 | 2.02 | 0.21 | 2.85 | 0.005** | |
| Income | 6.35 | 1.90 | 0.20 | 3.34 | 0.001** | |
| Trip characteristics | Origin | −1.57 | 3.28 | −0.02 | −0.48 | 0.634 |
| Trip purpose | −6.86 | 3.30 | −0.10 | −2.08 | 0.039* | |
| Number of visits | 3.06 | 1.78 | 0.08 | 1.71 | 0.088 | |
| Travel duration | 1.14 | 1.36 | 0.04 | 0.84 | 0.402 | |
| Environmental Perception | Solid waste _ impact | 1.97 | 1.82 | 0.06 | 1.08 | 0.282 |
| Water _ impact | 4.89 | 1.83 | 0.16 | 2.67 | 0.008** | |
| Air _ impact | −2.52 | 1.53 | −0.08 | −1.64 | 0.103 | |
| Landscape _ impact | 0.57 | 1.65 | 0.02 | 0.35 | 0.729 | |
| Biodiversity _ impact | 5.35 | 1.75 | 0.21 | 3.06 | 0.003** | |
| Environmental protection _ importance | 6.59 | 2.73 | 0.16 | 2.41 | 0.017* | |
Tourist environmental impact perceptions (N = 245)
| Environmental domain | Severity category | In number (person) | In percentage (%) |
|---|---|---|---|
| Solid Waste impact | Low (2–3) | 41 | 16.7 |
| High (4–5) | 204 | 83.3 | |
| Water quality impact | Low (1–3) | 85 | 34.7 |
| High (4–5) | 160 | 65.3 | |
| Air quality impact | Low (1–3) | 217 | 88.6 |
| High (4–5) | 28 | 11.4 | |
| Biodiversity impact | Low (1–3) | 95 | 38.8 |
| High (4–5) | 150 | 61.2 | |
| Landscape impact | Low (1–3) | 168 | 68.6 |
| High (4–5) | 77 | 31.4 | |
| Environmental protection importance | Neutral or below (≤3) | 20 | 8.2 |
| Important (4) | 65 | 26.5 | |
| Very important (5) | 160 | 65.3 |
Tourist willingness to pay for environmental protection
| Tourist group | Sample size (n) | Mean WTP (VND/trip) | Std. deviation (VND) |
|---|---|---|---|
| Domestic tourists | 138 | 99,086.29 | 68,280.09 |
| International tourists | 30 | 90,104.17 | 74,444.68 |
| Total | 168 | 97,326.53 | 69,464.40 |
Aggregate economic value of environmental protectionpotential
| Tourist group | Annual visitors | Mean WTP (VND) | Total annual value (billion VND) |
| Domestic tourists | 1,343,611 | 99,086 | 133.13 |
| International tourists | 1,348,625 | 90,104 | 121.52 |
| Total tourists | 2,692,236 | 97,327 | 254.65 |