THE IMPACT OF DECISION-SHAPING FACTORS AND THE MODERATING ROLE OF PERCEIVED RISK ON INTERNATIONAL TOURISTS’ DESTINATION CHOICE: THE CASE OF THE MEKONG DELTA, VIETNAM
This study examines the factors influencing international tourist’s destination choices in the Mekong Delta, Vietnam, using an integrated framework of four behavioral theories: Push-Pull Theory (PPT), Theory of Planned Behavior (TPB), Rational Choice Theory (RCT), and Behavioral Decision Theory (B...
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| Language: | English |
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Editura Universităţii din Oradea
2024-12-01
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| Series: | Geo Journal of Tourism and Geosites |
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| Online Access: | https://gtg.webhost.uoradea.ro/PDF/GTG-4spl-2024/gtg.574spl10-1363.pdf |
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| _version_ | 1849393242722795520 |
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| author | Nguyen Anh LOI Quoc Nghi NGUYEN Nguyen Thi Le HUONG |
| author_facet | Nguyen Anh LOI Quoc Nghi NGUYEN Nguyen Thi Le HUONG |
| author_sort | Nguyen Anh LOI |
| collection | DOAJ |
| description | This study examines the factors influencing international tourist’s destination choices in the Mekong Delta,
Vietnam, using an integrated framework of four behavioral theories: Push-Pull Theory (PPT), Theory of Planned Behavior
(TPB), Rational Choice Theory (RCT), and Behavioral Decision Theory (BDT). The research focuses on key factors such as
tourist attitudes, travel motivation, personal values, country and destination image, and destination information. Additional ly,
the study investigates the moderating role of perceived risk, which affects the relationship between tourist’s attitudes and their
final destination choices. A quantitative research method was employed, collecting data from 650 international tourists who
visited the Mekong Delta from December 2023 to July 2024. The survey data was analyzed using Partial Least Squares
Structural Equation Modeling (PLS-SEM) through SmartPLS 4.0. The analysis revealed that positive attitudes, strong
motivation, and favorable perceptions of the destination significantly influence tourists’ decisions to choose the Mekong
Delta. However, perceived risks related to security, infrastructure, and climate negatively moderate these decisions, reducin g
the likelihood of choosing the destination even among tourists with initially positive attitudes. Thes e findings underscore the
importance of understanding how perceived risks shape tourist behavior, particularly during different stages of the decision -
making process. The study provides valuable insights for tourism managers and local businesses to develop strategies that
enhance destination appeal, address tourists’ concerns, and ultimately promote sustainable tourism in the Mekong Delta. |
| format | Article |
| id | doaj-art-caba5e7e71c74cb6b7b93af841303ff5 |
| institution | Kabale University |
| issn | 2065-0817 2065-1198 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | Editura Universităţii din Oradea |
| record_format | Article |
| series | Geo Journal of Tourism and Geosites |
| spelling | doaj-art-caba5e7e71c74cb6b7b93af841303ff52025-08-20T03:40:29ZengEditura Universităţii din OradeaGeo Journal of Tourism and Geosites2065-08172065-11982024-12-01574 supplement1964197310.30892/gtg.574spl10-1363THE IMPACT OF DECISION-SHAPING FACTORS AND THE MODERATING ROLE OF PERCEIVED RISK ON INTERNATIONAL TOURISTS’ DESTINATION CHOICE: THE CASE OF THE MEKONG DELTA, VIETNAMNguyen Anh LOI0Quoc Nghi NGUYEN1Nguyen Thi Le HUONG2Hue University, School of Hospitality and Tourism, Hue City, Vietnam, e-mail: naloi.dl22@hueuni.edu.vn; Vietnam Aviation Academy, Vietnam, e-mail: loina@vaa.edu.vnCan Tho University, School of Economics, Can Tho, Vietnam, e-mail: quocnghi@ctu.edu.vnUniversity of Economics, Hue University, Hue City, Vietnam, e-mail: ntlhuong@hce.edu.vnThis study examines the factors influencing international tourist’s destination choices in the Mekong Delta, Vietnam, using an integrated framework of four behavioral theories: Push-Pull Theory (PPT), Theory of Planned Behavior (TPB), Rational Choice Theory (RCT), and Behavioral Decision Theory (BDT). The research focuses on key factors such as tourist attitudes, travel motivation, personal values, country and destination image, and destination information. Additional ly, the study investigates the moderating role of perceived risk, which affects the relationship between tourist’s attitudes and their final destination choices. A quantitative research method was employed, collecting data from 650 international tourists who visited the Mekong Delta from December 2023 to July 2024. The survey data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS 4.0. The analysis revealed that positive attitudes, strong motivation, and favorable perceptions of the destination significantly influence tourists’ decisions to choose the Mekong Delta. However, perceived risks related to security, infrastructure, and climate negatively moderate these decisions, reducin g the likelihood of choosing the destination even among tourists with initially positive attitudes. Thes e findings underscore the importance of understanding how perceived risks shape tourist behavior, particularly during different stages of the decision - making process. The study provides valuable insights for tourism managers and local businesses to develop strategies that enhance destination appeal, address tourists’ concerns, and ultimately promote sustainable tourism in the Mekong Delta.https://gtg.webhost.uoradea.ro/PDF/GTG-4spl-2024/gtg.574spl10-1363.pdfperceived riskdestination choicecountry imagedestination imagemekong delta |
| spellingShingle | Nguyen Anh LOI Quoc Nghi NGUYEN Nguyen Thi Le HUONG THE IMPACT OF DECISION-SHAPING FACTORS AND THE MODERATING ROLE OF PERCEIVED RISK ON INTERNATIONAL TOURISTS’ DESTINATION CHOICE: THE CASE OF THE MEKONG DELTA, VIETNAM Geo Journal of Tourism and Geosites perceived risk destination choice country image destination image mekong delta |
| title | THE IMPACT OF DECISION-SHAPING FACTORS AND THE MODERATING ROLE OF PERCEIVED RISK ON INTERNATIONAL TOURISTS’ DESTINATION CHOICE: THE CASE OF THE MEKONG DELTA, VIETNAM |
| title_full | THE IMPACT OF DECISION-SHAPING FACTORS AND THE MODERATING ROLE OF PERCEIVED RISK ON INTERNATIONAL TOURISTS’ DESTINATION CHOICE: THE CASE OF THE MEKONG DELTA, VIETNAM |
| title_fullStr | THE IMPACT OF DECISION-SHAPING FACTORS AND THE MODERATING ROLE OF PERCEIVED RISK ON INTERNATIONAL TOURISTS’ DESTINATION CHOICE: THE CASE OF THE MEKONG DELTA, VIETNAM |
| title_full_unstemmed | THE IMPACT OF DECISION-SHAPING FACTORS AND THE MODERATING ROLE OF PERCEIVED RISK ON INTERNATIONAL TOURISTS’ DESTINATION CHOICE: THE CASE OF THE MEKONG DELTA, VIETNAM |
| title_short | THE IMPACT OF DECISION-SHAPING FACTORS AND THE MODERATING ROLE OF PERCEIVED RISK ON INTERNATIONAL TOURISTS’ DESTINATION CHOICE: THE CASE OF THE MEKONG DELTA, VIETNAM |
| title_sort | impact of decision shaping factors and the moderating role of perceived risk on international tourists destination choice the case of the mekong delta vietnam |
| topic | perceived risk destination choice country image destination image mekong delta |
| url | https://gtg.webhost.uoradea.ro/PDF/GTG-4spl-2024/gtg.574spl10-1363.pdf |
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