Can Serviced Apartments Become The Next Green Disruptor in Hospitality? An Empirical Study in Nha Trang, Vietnam

As sustainability continues to influence people’s propensity to travel and the competitive landscape of the hospitality industry, serviced apartments are gaining attention as an emerging alternative to traditional hotels — offering a balance of economic efficiency, social engagement, and environmental responsibility. Yet, little area of research interests addresses why travelers choose these lodging options, especially in emerging destinations where longer stays are becoming more common. This study applies the Theory of Planned Behavior (TPB) to explore how perceptions of sustainability practices in serviced apartments influence travelers’ attitudes, subjective norms, perceived behavioral control, and ultimately their intention and actual decision to stay in serviced apartments during extended visits to Nha Trang, Vietnam. The authors propose a framework that links perceptions of green practices — such as energy-saving systems, local community partnerships, and value-for-money benefits — to the psychological drivers of visitors’ behavior. Based on data collected from 312 travelers, regression results show that these sustainable efforts conducted via environmental, social, and economic practices significantly improve attitudes, strengthen social influence, and boost perceived control, all of which increase intention and booking behavior towards serviced apartments. By demonstrating how sustainability can become a decisive factor in accommodation choice, the study offers practical insights for lodging operators aiming to position serviced apartments as credible green alternatives to hotels. It also extends the application of TPB in sustainable tourism by showing how travelers’ values translate into concrete decisions in a real-world context.