This study examines the impact of circular tourism on tourist satisfaction at travel destinations, emphasizing its role in promoting sustainability and enhancing visitor experiences. A survey was conducted with 314 tourists at a selected destination using a random sampling method. The collected data were analyzed using SPSS 26.0 and AMOS 20 to test the relationships among circular tourism, destination image, sustainable tourism, and tourist satisfaction. The results indicate that circular tourism positively influences destination image, sustainable tourism, and tourist satisfaction. Additionally, destination image enhances both sustainable tourism and tourist satisfaction, while sustainable tourism also contributes positively to satisfaction. Furthermore, demographic factors are found to impact these variables, highlighting their role in shaping tourism experiences. Circular tourism plays a crucial role in improving destination image, promoting sustainable tourism practices, and increasing tourist satisfaction. These insights provide valuable guidance for tourism stakeholders in developing sustainable tourism strategies.

Drawing on the Theory of Planned Behavior (TPB), this research examines how attitudes influence intentions and behaviors, and whether AI Chatbot serves as a contextual moderator that strengthens this linkage. Data were collected from 607 tourists at major destinations in Vietnam using systematic sampling. The hypotheses were tested with SPSS 26, AMOS 20, and the PROCESS macro to examine mediation and moderated mediation effects. The results show that e-booking intention partially mediates the relationship between e-booking attitudes and behavior. More importantly, AI Chatbot Adoption significantly enhances the intention–behavior linkage, thereby reducing the well-documented intention–behavior gap in e-booking. This result implies that tourism businesses and hotel managers can integrate AI Chatbot to provide real-time support, reduce customer hesitation, and improve booking conversion rates. Policymakers and AI developers are also encouraged to promote responsible adoption of AI in tourism to enhance service quality and customer trust.

Although scholars have demonstrated a positive relationship between attitude and intention across various fields, the link between intention and behavior has received less attention, especially in the context of sustainable food purchasing. This is understandable, as not all intentions are translated into actual behavior. Recent studies have suggested that examining the moderating effects between intention and behavior is essential to explain why consumers rarely engage in responsible food purchasing behavior. Therefore, this study was conducted to assess the role of sustainable lifestyles (SL) in bridging the gap between intention and behavior in organic food purchasing. Using attitude, a key component of the Theory of Planned Behavior (TPB), as an input variable, data were collected from 773 consumers in Vietnam and analyzed using Structural Equation Modeling (SEM). The findings reveal two key insights: (1) SL significantly helps bridge the gap between intention and behavior in organic food purchasing, and (2) attitude effectively predicts behavior through intention. These results contribute significantly to the existing literature on organic food consumption behavior.

This study examines the willingness to pay (WTP) of urban and peri-urban households and the willingness to accept (WTA) of forest owners for forest environmental services (FES) in Cao Bang Province, Vietnam — an area implementing a pilot Payment for Ecosystem Services (PES) program since 2012. Using the Contingent Valuation Method (CVM) with payment card interviews, logistic and linear regressions were employed to identify socio-economic and perception-based determinants of payment decisions and bid levels. Results indicate that the average household WTP is 399,000 VND per year, significantly influenced by education, income, household size, and PES awareness. In contrast, forest owners reported an average WTA of 552,680 VND per hectare per year, shaped by income, land area, and distance to forest edges. This research is novel in jointly analyzing household WTP and forest owner WTA within a single PES scheme, offering a balanced perspective from both demand and supply sides. By focusing on Cao Bang — a PES locality in Vietnam not previously studied — the paper advances ecosystem service valuation in developing-country contexts and provides practical guidance for designing socially inclusive and economically viable PES policies. Keywords: Willingness to Pay (WTP), Willingness to Accept (WTA), Logistic regression, Forest protection, Payment for Environmental Services (PES).