Izvorni znanstveni članak
https://doi.org/10.20867/thm.30.4.4
Examining a new model of destination choice behavior: An empirical study from Vietnam
Trong Tien Bao Bui
; HUTECH University, Faculty of Tourism & Hospitality Management
Sažetak
Purpose – The purpose of this study is to propose a new model, the M-TPB-D model, which
combines the theory of planned behavior (TPB), the travel motivation theory, and the overall
image of the destination. This model aims to provide a new perspective for understanding and
predicting tourists’ visit intentions and leads to increasing destination choice behavior in the
tourism destination context.
Methodology/Design/Approach – To gain a comprehensive understanding of destination
choice behaviour, a mixed methods approach combining quantitative and qualitative methods
was used. Data was collected through a random sample survey of 630 domestic tourists
travelling to Ho Chi Minh City. The final sample consisted of 459 usable questionnaires.
Findings – The findings of the study confirm the causal relationship between the original TPB
theory, pull-push motivation theory, overall image of the destination and destination choice
behavior. This offers a novel insight into understanding destination choice behavior from the
viewpoint of domestic tourists.
Originality of the research – The study makes a significant contribution through the integration
of multiple theories, resulting in a comprehensive understanding of the various factors that
influence destination choice behavior. Furthermore, the study has implications for both
theoretical implications and practical implications for destination marketing and management
Ključne riječi
Pull-Push motivation, Destination Image, Destination Choice, M-TPB-D model
Hrčak ID:
320588
URI
Datum izdavanja:
10.9.2024.
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