Sustainable tourism is increasingly important for local sustainable livelihoods; however, its development is often hindered by financial limitations. To address this critical constraint, this study investigates the relationship between tourist satisfaction and their Willingness to Pay (WTP) for Community-Based Tourism (CBT) service improvements. Employing a novel Culture Tower/KHUC Tower-based approach, Partial Least Squares Structural Equation Modeling with the Bayesian Mindsponge Framework (CPBM), we analyze data from 275 young respondents collected in mid-December 2024 and mid-August 2025. Our empirical results demonstrate that tourist satisfaction is a strong predictor of WTP, alongside financial status, environmental concerns, and environmental quality assessment. Additionally, we identify food quality, service delivery, and infrastructure as the primary determinants of satisfaction in CBT contexts. The findings reveal that satisfaction-driven financing mechanisms can unlock sustainable revenue streams for CBT destinations, provided that strategic investments address key service quality dimensions. Our results have important implications for tourism managers and policymakers seeking to enhance financial sustainability through coordinated stakeholder engagement, targeted infrastructure improvements, and transparent fund management systems in Lac Village and beyond.

Waste pollution is becoming a major health issue in many developing nations. Waste-reduction options have been investigated and proposed, but environmental culture-based initiatives have not. This study explores and advances Vietnamese families’ environmental culture related to waste management, using the Culture Tower framework and a contingent valuation method coupled with a Bayesian model (CVBM). Specifically, descriptive statistics measure environmental literacy, while CVBM determines household willingness-to-pay (WTP) and estimates WTP for waste treatment services (WTP4WTS). Based on our survey of 487 households across 11 communes and wards in Hai Phong City, local waste pollution has decreased over time, although the respondents remain concerned. Over 13% of households were dissatisfied with waste treatment services (WTSs), while approximately 50% were neutral. Most respondents (79.26%) were willing to pay for improved WTSs, with an average WTP of 60,200 VND (US$2.32) per household per month. Behavioral and perceptual factors, such as the desire for improved waste services, current perceived waste pollution, and the perception that pollution has worsened, were found to significantly influence this willingness. Our study makes three major contributions. First, it develops a novel CVBM framework that links environmental culture and an economic valuation method, strengthening green economy micro-behavioral research. Second, it advances the circular economy literature by highlighting household engagement and willingness-to-pay as key drivers of sustainable waste financing and resource-loop closure. Third, it provides empirical evidence to inform and refine Vietnam’s revised Law on Environmental Protection (2020), particularly in implementing the “polluter pays” principle, promoting waste classification at the source, and designing socially acceptable environmental financing mechanisms.

Sustainable tourism is increasingly important for local sustainable livelihoods; however, its development is often hindered by financial limitations. Hence, a better understanding of the constraints on sustainable tourism and the strategies to tap into untapped funds to improve its financial situation is paramount. This study uses a novel CPBM approach to answer the question: Is there a strong relationship between customer satisfaction and their willingness to pay (WTP) for improving Community-Based Tourism (CBT) service? If so, how can satisfaction be improved? We employ a Culture Tower-based approach that integrates PLS-SEM and BMF method to analyze a dataset collected from 275 young people in December 2024. We found that alongside respondents’ financial status, environmental quality concerns, and environmental assessment, customer satisfaction is a strong predictor of WTP, showing a positive association with WTP for CBT service improvement. Furthermore, we also found that food, service quality, and infrastructure factors are strong determinants of customer satisfaction with CBT services. This finding suggests that improving customer satisfaction is the key to enhancing the financial sustainability of CBT, which in turn necessitates greater attention and investment from the local government and private sector. Our study offers significant policy implications regarding financial management, service quality, investment strategies, and the coordination of actor participation for facilitating sustainable tourism at the local level in Lac village and beyond.

Urban air pollution has become a critical governance challenge for many developing cities, where sustained air quality improvement depends not only on pollution-control capacity but also on durable public participation and financial support. Building on Cultural Additivity Theory (CAT), this study employs Bayesian Mindsponge Framework (BMF) analytics with a Bayesian cumulative ordinal logistic specification to investigate how environmental perceptions, adaptive behavior, and household financial capacity are associated with household willingness to pay (WTP) for urban air quality improvement, using survey data from 604 households in Hanoi, Vietnam. The results show that household income, perceived pollution urgency, perceived pollution impact, and avoidance behavior are positively associated with higher WTP. More importantly, the positive associations of perceived pollution urgency and avoidance behavior with WTP are more pronounced at higher household income levels, indicating that these environmental orientations are more closely associated with higher contribution preferences at greater levels of financial capacity. These findings suggest that household WTP reflects a differentiated decision process in which environmental engagement and material circumstances jointly correspond to stated financial contribution rather than operating as isolated determinants. This study makes three contributions. First, it extends CAT into behavioral environmental economics by distinguishing environmental value formation from its expression in stated financial contribution and revealing within-decision differentiation across environmental attributes. Second, it extends the application of BMF analytics to payment card WTP data through a Bayesian cumulative ordinal logistic specification that supports posterior and probability-based interpretation. Third, it provides evidence for designing clean air governance that combines locally relevant risk communication and behaviorally informed public engagement with flexible participation arrangements that recognize heterogeneous household financial capacity.

The growing pressure of municipal waste generation and its associated environmental consequences has turned household participation into a central challenge for sustainable waste governance and circular-economy transition. This study adopts Cultural Additivity Theory and employs Bayesian Mindsponge Framework (BMF) analytics to examine how interactions between environmental–cultural and governance value bundles shape household willingness to pay (WTP) for improved urban waste management services, using survey data from 352 households in Hai Phong City, Vietnam. The results show that both the perceived importance of Commune Authorities and Women’s Unions are positively associated with WTP. More importantly, environmental perception and behavior further strengthen these governance–WTP associations, indicating that household financial support for improved waste management is greater when governance values interact with stronger environmental–cultural values. In contrast, higher environmental service satisfaction tends to weaken the positive association between governance importance and WTP. These findings suggest that household WTP is better understood as a relational outcome of interacting value bundles rather than as the product of isolated determinants operating independently. This study makes three contributions. First, it extends Cultural Additivity Theory into the field of urban environmental governance by demonstrating how interactions among value bundles shape household environmental decision-making. Second, it advances the waste-management literature by showing that environmental perception and environmental behavior become more influential when embedded within supportive governance and community structures. Third, it provides empirical evidence for developing community-based urban waste-management policies that integrate environmental communication, source-separation initiatives, local governance, and women-led community engagement to strengthen public participation and support sustainable urban waste-management systems.

This study investigates the transition toward green transportation in Hanoi through a culture-centered perspective by integrating the Culture Tower (KAUC) framework with PLS-SEM analysis. Using survey data from 172 urban residents, the research examines how factors of knowledge, action, perceived utility, contribution, infrastructure, and social norms interact to shape green transport policy acceptance. The findings reveal that sustainable mobility functions as a layered cultural process rather than a simple behavioral sequence. Environmental awareness emerges as the central driver, exerting significant direct and indirect effects on contribution and policy acceptance, while green transportation infrastructure influences acceptance primarily through normative and cognitive pathways. The absence of strong experiential reinforcement between action, utility, and contribution suggests that behavioral engagement has not yet consolidated into stabilized cultural practice. By conceptualizing policy acceptance as the outcome of accumulated cultural layers rather than short-term cost–benefit evaluation, the study advances a systemic and culturally grounded approach to green transport governance. The results underscore the importance of reinforcing environmental knowledge, stabilizing social norms, ensuring reliable infrastructure, and fostering participatory contribution to achieve durable, green mobility transitions in rapidly urbanizing contexts.