This study aims to explore and analyze how green marketing affects the business performance of travel enterprises in Vietnam. Combining qualitative and quantitative methods, data were gathered from 380 middle-to-senior-level business managers. Structural Equation Modeling (SEM) using SMARTPLS 4 software was employed to assess the model’s validity and reliability. The analysis demonstrates that green marketing positively impacts business performance, with competitive capabilities and their components serving as mediating variables. Additionally, Multi-Group Analysis (MGA) reveals statistically significant differences in these relationships based on the operational durations of enterprises. The findings highlight the critical role of green marketing in enhancing competitive capabilities, which, in turn, drive improved performance in the travel sector. These insights underscore the importance of sustainable practices in aligning business strategies with environmental objectives. For tourism stakeholders, this study offers actionable guidance for promoting green marketing strategies that contribute to both environmental sustainability and long-term business success. By integrating green marketing principles, travel enterprises can strengthen their competitive positioning while supporting Vietnam’s sustainable tourism development. These results emphasize the need for industry-wide adoption of green practices, fostering a collaborative approach to achieving environmental and economic goals in Vietnam's travel and tourism sector. This study contributes to the growing body of research on sustainable marketing and its implications for emerging markets like Vietnam.

The resilience of living cultural landscapes depends on the equilibrium between ancestral authenticity and the structural shifts of territorial reconfiguration. This research decodes the multi-dimensional attractiveness of highland periodic markets within the geo-cultural amalgamation of Tuyen Quang and Ha Giang. Rather than viewing administrative changes as a mere logistical challenge, this study frames the current provincial merger as a strategic window of opportunity to redefine regional competitive identity. Moving beyond static descriptive accounts, the study employs a hybrid multi-criteria lens, integrating Fuzzy-AHP and TOPSIS, as a structural framework to navigate the granular and subjective perceptions of 33 multidisciplinary experts. The analysis identifies cultural value and experiential authenticity as the primary determinants, where the agency of ethnic communities and the preservation of material heritage serve as pivotal factors. Through the TOPSIS algorithm, Meo Vac Market emerges as the benchmark of resilience, where a high nature quotient converges with the micro-social interactions of diverse ethnic groups. This study argues that in the wake of administrative mergers, attractiveness is not a static asset to be managed but a dynamic outcome of community agency leveraged through visionary public policy. The proposed framework provides a cognitive tool for regional governors to navigate the nature–culture nexus, ensuring that territorial restructuring acts as a catalyst for revitalizing the cultural distinctiveness that defines the region’s global appeal.

Transforming secular World Heritage sites into Muslim-friendly tourism destinations presents a resource-allocation dilemma between faith-based needs and conservation. In this study, the author developed a hierarchical model to prioritize success factors for Ha Long Bay, Vietnam. Synthesizing judgments from 35 experts via a hybrid fuzzy analytic hierarchy process-ViseKriterijumska Optimizacija I Kompromisno Resenje (multi-criteria optimization and compromise solution) framework, the author identified halal infrastructure as the foundational mandate. Crucially, human resource development emerged as the second priority, outranking several tangible assets. Conducting research from a resource-based view perspective yielded results that demonstrate that in niche markets with high cultural distance, intangible capabilities, specifically cultural intelligence, serve as a more inimitable source of competitive advantage than replicable hardware. The study contributes a quantifiable road map for heritage managers to navigate trade-offs between market diversification and site integrity, and the author advocates for a capability-driven approach to successfully penetrate the global Islamic travel market.