Các yếu tố quyết định ý định khởi nghiệp du lịch kĩ thuật số trong sinh viên ngành Du lịch: Một mô hình nghiên cứu tích hợp
Tóm tắt
Digital transformation is changing the way value is created and how startups operate in the tourism industry. This study examines the determinants of digital tourism entrepreneurial intention among Vietnamese tourism students by integrating the Theory of Planned Behavior with digital-context factors. Using survey data from 236 students and PLS-SEM analysis, the findings reveal that digital tourism entrepreneurial self-efficacy plays a central mediating role and has the strongest impact on entrepreneurial intention. The tourism entrepreneurial ecosystem significantly enhances self-efficacy but does not directly influence attitude. Digital transformation is the only factor that directly affects both self-efficacy and attitude. Opportunity recognition influences intention indirectly through self-efficacy. The integrated model explains 44.4% of the variance in entrepreneurial intention and 41.9% in attitude, confirming the critical role of self-efficacy as a prerequisite for translating external factors into entrepreneurial attitudes and intentions. The results provide empirical evidence for tourism education institutions to redesign curricula by integrating digital competency training, experiential entrepreneurship pedagogy, and supportive ecosystem development to foster digital entrepreneurship among tourism students.
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