TOURIST BEHAVIOR IN REDUCING PLASTIC WASTE AT VIETNAM'S COASTAL DESTINATIONS

Abstract

Plastic waste, especially that generated from single-use plastic products, poses a serious environmental challenge at coastal tourist destinations around the world. In this context, Vietnam’s coastal destinations are also facing increasing pressure from plastic waste generated by tourism activities. The growing amount of plastic waste not only threatens the natural environment and marine ecosystems but also affects the image and sustainable development of the destinations. This study applies the COM-B Behavioral Model (Capability - Opportunity - Motivation - Behavior) to examine and evaluate tourists’ behaviors in reducing plastic waste, and to identify the key factors influencing such behaviors in Vietnam’s coastal tourism areas. Based on quantitative survey data from 895 tourists visiting three representative coastal destinations: Ha Long, Sam Son, and Cu Lao Cham - Hoi An, the results show that the COM-B model explains 74.3% of the variance in plastic waste reduction behavior (R² = 0.743). All three components have positive and statistically significant effects, with Motivation being the strongest predictor, followed by Capability and Opportunity. Based on these findings, the study proposes several policy and management recommendations for sustainable development of the destinations, including: strengthening tourists’ capability and environmental awareness; improving supportive conditions for green behavior; enhancing motivation through emphasizing personal values and social responsibility; promoting the role of tour operators in guiding sustainable practices; and developing tailored communication strategies for different tourist groups and spending segments... These recommendations aim to foster sustainable behavioral change among tourists and contribute to reducing plastic waste at Vietnam’s coastal destinations.