Entrepreneurship and Sustainability Issues is a peer-reviewed journal which publishes original research papers and case studies

This study aims to examine the mechanisms fostering users’ intention to follow generative artificial intelligence (GenAI)-assisted travel destination recommendations (ATDRs) in the context of digital transformation. A research framework was developed by integrating perceived value, trust, and perceived intrusiveness with the Self-Determination Theory (SDT). Data were collected from 469 respondents who expressed an intention to visit GenAI-ATDRs. This study utilizes structural equation modeling (SEM) to examine the research model. The findings indicate that perceived value and trust are affected by SDT-related dimensions, namely perceived competence, perceived relatedness, perceived autonomy, and perceived intrusiveness. However, trust does not influence perceived value. Furthermore, all three GenAI-related constructs, including perceived value, trust, and perceived intrusiveness, significantly affect users’ intention to follow GenAI-ATDRs. Finally, this work contributes to the body of knowledge on GenAI and user engagement by enlightening its necessity as a helpful virtual assistant and providing practical guidance for industry practitioners on how to enhance users’ willingness to adopt GenAI-ATDRs.

Received: 28 February 2026; Revised: 24 March 2026; Accepted: 15 April 2026; Published: 12 June 2026 Smart tourism technology (STTs) is increasingly being used by agritourism locations in Vietnam to help travellers prior to, during, and following their travels. However, there is little empirical data on how digital technologies function that affect visitors' intentions to return, especially in rural and agritourism. Based on the expectation-confirmation paradigm and smart tourism studies, this study looks at how STTs, novelty-seeking behaviour, and travel anxiety affect visitors' satisfaction and, consequently, their propensity to return to Vietnam's agritourism sites. A structured survey of 230 agritourism visitors was used to gather primary data, which was then analysed using Partial least squares structural equation modeling (PLS-SEM) with bootstrapping and an Importance–performance map analysis (IPMA) to determine practical improvement goals. The results show that the main factor influencing the propensity to return is visitor pleasure. STTs enhance pleasure through immersion and reassurance, while novelty-seeking boosts experiential value. Notably, travel anxiety is positively correlated with satisfaction, suggesting that in technology-mediated contexts, moderate levels of apprehension may enhance information engagement and appreciation when expectations are adequately met. IPMA emphasises that satisfaction and novelty-related experiences are crucial factors in enhancing revisit intentions, while also underscoring the need to ensure dependable access to information and prompt digital assistance. By establishing STTs as pivotal drivers within the expectation-confirmation framework, this study elucidates how digital systems shape tourists' cognitive and emotional paths toward loyalty, offering destination managers and platform providers strategic blueprints for enhancing revisit intentions through technology-driven experience design and service quality.

This paper presents a study on green value co-creation behavior in the relationship to tourists’ behavior, including perceived green empowerment, experience value, satisfaction and brand advocacy, specifically considering the role of perceived greenwashing in these relationships based on Service-Dominant Logic. A quantitative study using the structural equation modeling analysis technique was conducted with customers of tourism businesses in Vietnam. The result of the study shows that green value co-creation behavior has a positive effect on perceived green empowerment, experience value, satisfaction and brand advocacy. In addition, the study also shows the positive effect of perceived green empowerment, experience value and satisfaction on brand advocacy. Perceived greenwashing reduces the impact of green value co-creation behavior on perceived green empowerment, experience value and satisfaction. The research results provide empirical evidence confirming the important positive role of green value co-creation and the barrier role of perceived greenwashing in achieving positive outcomes on customer behavior of tourism businesses. At the same time, the study provides useful information for managers in increasing perceived green empowerment, experience value, satisfaction and brand advocacy through customer green value co-creation activities, based on honest and standard green practices.

Research on education and students is abundant. Many researchers have examined students’ enrollment, retention, dropout, and other study-, research-, and extra-curriculum-related topics. However, they have essentially neglected students’ graduation, especially graduation celebrations. Regarding graduation travel, previous studies have revealed the interactions between the (de)motivators and the actual behaviours; yet, the structure of the (de)motivation and the relative importance of each (de)motivator with student intention was not. Therefore, this study explored the motivation and demotivation of university students regarding graduation travels and the correlations between (de)motivation and student intentions. The study adopted Google Gemini’s recommendation of the (de)motivation items and factors (the structure models). It implemented a single case study with Vietnamese students (n=405) to confirm these structure models. The results approved the originally five-factor, fourteen-item model of motivation and the adjusted three-factor, eight-item model of demotivation. Further exploration of the correlations between the (de)motivation factors and student intentions (the correlation models) revealed the essentiality of two motivation factors: celebration and sharing. These outcomes provided methodological implications for using artificial intelligence (AI) in research and practical implications for managing the niche market of graduation travels.