Original scientific paper
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
Abstract
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
Keywords
Pull-Push motivation, Destination Image, Destination Choice, M-TPB-D model
Hrčak ID:
320588
URI
Publication date:
10.9.2024.
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