In this research article, we aim to study the proposed role of human–machine interactive (HMI) technologies, including both artificial intelligence (AI) and virtual reality (VR)-enabled applications, for the post-COVID-19 revival of the already depleted tourism industry in Vietnam’s major tourist destination and business hub of Ho Chi Minh City. The researchers aim to gather practical knowledge regarding tourists’ intentions for such service enhancements, which may drive the sector to adopt a better conclusive growth pattern in post-COVID-19 times. In this study, we attempt to focus on travelers who look for paramount safety with the assurance of empathetic, personalized care in post-COVID-19 times. In the current study, the authors employ structural equation modeling to evaluate the intentions of tourists both structurally and empirically for destination tourism with data collected from tourists with previous exposure to various kinds of these devices. The study shows that human–machine interactive devices are integrating AI and VR and have a significant effect on overall service quality, leading to tourist satisfaction and loyalty. The use of such social interactive gadgets within tourism and mostly in hospitality services requires an organization to make a commitment to futuristic technologies, along with building value by enriching service quality expectations among fearful tourists. This research shows that tourists mainly focus on the use of such HMI devices from the perspective of technology acceptance factors, qualitative value-enhancing service and trustworthy information-sharing mechanisms. The concept of the tour bubble framework is also discussed in detail. The analysis of this discussion gives us a more profound understanding of the novel opportunities which various administrative agencies may benefit from to position these devices better in smart, sustainable destination tourism strategies for the future so that, collectively, service 5.0 with HMI devices can possibly bring back tourism from being disintegrated. Such service applications are the new social innovations leading to sustainable service and a sophisticated experience for all tourists.

This research discusses the role of Web 4.0 and 5.0 devices on the commercial sustainability for tourism in Ho Chi Minh City (HCMC), Vietnam. The study adopts a tourist perspective regarding the future implementation of Web 4.0 and 5.0 devices, focusing on the service quality of various tourism-associated services and assessing, in return, the extent to which the overall satisfaction and long-term patronage of tourists is affected. Usually, researchers conduct this test in various popular establishments where devices are intended for experimental use and tourists are supposed to have previous exposure to them, so that their perceptual thinking regarding the service quality of these devices can be studied. The tourists act as respondents for various establishments. We also asked subjective questions in a short interview to 10 professionals working in these establishments, which helped us in the quantitative survey process. As a mixed method study, it has covered both quantitative and qualitative aspects of the items and provided a holistic result. The results indicated that Web 4.0 and 5.0, along with the service quality offered by personnel working in the establishments, showed significant variance in holistic service evaluation for tourist satisfaction and loyalty. Very few service quality factors had a distinct variance in the output. After using a regression analysis for Web 4.0 and 5.0 devices and service quality, we found that Web 4.0 and 5.0 showed insignificant negative results. This study contributes to the incremental research on Web 1.0 to 5.0, specifically detailing how it affects tourists’ satisfaction and patronage. Moreover, from a management point of view, this study can help solve the financial riddle of various establishments in HCMCs tourism ecosystem for optimum fund management and better productivity.

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This study adopts Theory of Planned Behavior (TPB) and Technology Acceptance Model (TAM) to measure factors affecting green food purchase intention in Ho Chi Minh city (HCMC). The survey data was collected from 197 students during the period of 1st to 20th September, 2017. Testing the conceptual model by Structural Equation Modeling (SEM), we find that perceived usefulness of green food and perceived ease of purchase impact on attitudes towards green food purchase. We also find that subjective norm, perceived usefulness of green food, attitudes towards green food purchase are positively associated with green food purchase intention. From the research findings, some recommendations are proposed accordingly.

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