Combination of theory of planned behavior and motivation: An exploratory study of potential beach-based resort travelers in Vietnam

• Main Authors: Phu-Quy Hoang, 黃富貴
• Other Authors: none
• Format: Others
• Language: en_US
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/38788183021019651563

碩士 === 義守大學 === 管理學院碩士班 === 98 === Decision-making process of travel destination’s choice is very complex. Understanding why people travel and what factors influence tourists’ travel intentions has been paid much attention from tourism scholars. This study attempted to examine the predictive power of theory of planned behavior (TPB) with the addition of past behavior and travel motivation in predicting behavioral intention of choosing a beach-based resort in Vietnam. Data were collected in three cities in both northern and southern Vietnam from the end of January to post-middle of March 2010 with the participation of 327 international tourists. In general, the results aligned with previous studies in which supported the applicability of the TPB model. Attitude, subjective norm but not perceived behavioral control were found to have significantly contribution to the prediction of intention. The finding also indicated both extension factors were significantly impact on behavioral intention of choosing a beach-based resort in Vietnam. Implications and suggestions for future studies were also provided in the last part of study.