Factors impact to domestic tourists' revisit intention: The case of Vung Tau beach
Main Article Content
Abstract
The purpose of this paper is to investigate the influence of travel motivation, Covid-19 risk perception, attitude toward revisiting a destination, perceived behavioral control and subjective norms on tourists' revisit intention of domestic tourism, the case of Vung Tau beach. This study is based on the survey results of 195 people who traveled to Vung Tau beach in the past. Structural equation model SEM (PLS-SEM analysis technique) is applied to analyze the proposed research model. Results of this study show that Travel motivation has a positive direct effect on both attitude and tourist’s revisit intention to Vung Tau beach. Covid-19 risk perception has a negative effect on tourist revisit attitude. Among variables of TPB, both Attitude and Perceived behavioral control significantly influenced Tourist’s revisit intention. Attitude has an important mediating role in the relationship between Covid-19 risk perception, travel motivation, and revisit intention. Subjective norm does not affect the Tourist’s revisit intention. Results of the study contribute to the understanding of the behavioral intention to revisit the destination. The important finding shows that tourist motivation has a crucial role in predicting the attitude and tourist revisit intention.
Article Details
Keywords
Tourist, Vung Tau, TPB, Intention
References
Abbasi, G. A., Kumaravelu, J., Goh, Y. N., & Dara Singh, K. S. (2021). Understanding the intention to revisit a destination by expanding the theory of planned behaviour (TPB). Spanish Journal of Marketing - ESIC, 25(2), 282–311. https://doi.org/10.1108/SJME-12-2019-0109
Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. IN KUHL, J. & BECKMANN, J.(Eds.) Springer series in social psychology. Berlin, Springer.
Ajzen, Icek. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
Ashaduzzaman, M., Jebarajakirthy, C., Weaven, S. K., Maseeh, H. I., Das, M., & Pentecost, R. (2022). Predicting collaborative consumption behaviour: a meta-analytic path analysis on the theory of planned behaviour. European Journal of Marketing, 56(4), 968–1013. https://doi.org/10.1108/EJM-07-2020-0563
Chen, J. V., Htaik, S., Hiele, T. M., & Chen, C. (2017). Investigating international tourists’ intention to revisit Myanmar based on need gratification, flow experience and perceived risk. Journal of Quality Assurance in Hospitality & Tourism, 18(1), 25–44.
Chi, N. T. K., & Phuong, V. H. (2022). Studying tourist intention on city tourism: the role of travel motivation. International Journal of Tourism Cities, 8(2), 497–512. https://doi.org/10.1108/IJTC-03-2021-0042
Chien, G. C. L., Yen, I.-Y., & Hoang, P.-Q. (2012). Combination of theory of planned behavior and motivation: An exploratory study of potential beach-based resorts in Vietnam. Asia Pacific Journal of Tourism Research, 17(5), 489–508.
Chin, W. W. (2010). How to write up and report PLS analyses. In Handbook of partial least squares (pp. 655–690). Springer Berlin Heidelberg. https://doi.org/10.1007/978-3-540-32827-8_29
Colquitt, J. A., LePine, J. A., & Noe, R. A. (2000). Toward an integrative theory of training motivation: a meta-analytic path analysis of 20 years of research. Journal of Applied Psychology, 85(5), 678. https://doi.org/10.1037/0021-9010.85.5.678
Corby, N. H., Jamner, M. S., & Wolitski, R. J. (1996). Using the theory of planned behavior to predict intention to use condoms among male and female injecting drug users. Journal of Applied Social Psychology, 26(1), 52–75.
Crompton, J. L. (1979). Motivations for pleasure vacation. Annals of Tourism Research, 6(4), 408–424.
Dryhurst, S., Schneider, C. R., Kerr, J., Freeman, A. L. J., Recchia, G., van der Bles, A. M., Spiegelhalter, D., & van der Linden, S. (2020). Risk perceptions of Covid-19 around the world. Journal of Risk Research, 23(7–8), 994–1006. https://doi.org/10.1080/13669877.2020.1758193
Fishbein, M., & Azjen, I. (1980). Understanding attitudes and predicting social behavior. In Englewood cliffs. Prentice-hall.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 1(18), 39–50. https://doi.org/https://doi.org/10.1177/002224378101800104
García-Fernández, J., Gálvez-Ruíz, P., Fernández-Gavira, J., Vélez-Colón, L., Pitts, B., & Bernal-García, A. (2018). The effects of service convenience and perceived quality on perceived value, satisfaction and loyalty in low-cost fitness centers. Sport Management Review, 21(3), 250–262.
Giao, H. N. K., & Ngân, N. thị K. (2021). Tác động của hình ảnh điểm đến tới ý định quay lại của khách du lịch nội địa tại Bà Rịa- Vũng Tàu. Tạp Chí Kinh Tế- Kỹ Thuật.
Godovykh, M., Pizam, A., & Bahja, F. (2020). Antecedents and outcomes of health risk perceptions in tourism, following the Covid-19 pandemic. Tourism Review, 76(4), 737–748. https://doi.org/10.1108/TR-06-2020-0257
Green S B. (1991). How Many Subjects Does It Take To Do A Regression Analysis. Multivariate Behavioral Research, 26(3), 499–510. https://doi.org/10.1207/s15327906mbr2603
Hair, J. F., Jr, H., G. T. M., R., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM) (Sage Publi). Sage Publications.
Hair, Joe F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–151. https://doi.org/10.2753/MTP1069-6679190202
Hair, Joe F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121. https://doi.org/10.1108/EBR-10-2013-0128
Hair, Joseph F, Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). 2nd ed., Sage, Thousand Oaks.
Hasan, K., Abdullah, S. K., Islam, F., & Neela, N. M. (2020). An Integrated Model for Examining Tourists’ Revisit Intention to Beach Tourism Destinations. Journal of Quality Assurance in Hospitality and Tourism, 21(6), 716–737. https://doi.org/10.1080/1528008X.2020.1740134
Hasan, M. K., Abdullah, S. K., Lew, T. Y., & Islam, M. F. (2019). The antecedents of tourist attitudes to revisit and revisit intentions for coastal tourism. International Journal of Culture, Tourism, and Hospitality Research, 13(2), 218–234. https://doi.org/10.1108/IJCTHR-11-2018-0151
Hasan, M. K., Ismail, A. R., & Islam, M. F. (2017). Tourist risk perceptions and revisit intention: A critical review of literature. Cogent Business and Management, 4(1). https://doi.org/10.1080/23311975.2017.1412874
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135.
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. Advances in International Marketing, 20(2009), 277–319. https://doi.org/10.1108/S1474-7979(2009)0000020014
Huỳnh Nhựt Phương và Nguyễn Thúy An (2017). Phân tích các yếu tố của điểm đến du lịch tác động đến ý định trở lại của du khách-Trường hợp du khách đến thành phố Cần Thơ. Tạp chí Khoa học Trường Đại học Cần Thơ, (50), 70-79. https://doi.org/10.22144/ctu.jvn.2017.054
Hsu, C. H. C., Cai, L. A., & Li, M. (2010). Expectation, motivation, and attitude: A tourist behavioral model. Journal of Travel Research, 49(3), 282–296. https://doi.org/10.1177/0047287509349266
Hsu, C. H. C., & Huang, S. (2012). An Extension of the Theory of Planned Behavior Model for Tourists. Journal of Hospitality and Tourism Research, 36(3), 390–417. https://doi.org/10.1177/1096348010390817
Huang, S., & Hsu, C. H. C. (2009). Effects of travel motivation, past experience, perceived constraint, and attitude on revisit intention. Journal of Travel Research, 48(1), 29–44. https://doi.org/10.1177/0047287508328793
Hui, T. K., Wan, D., & Ho, A. (2007). Tourists’ satisfaction, recommendation and revisiting Singapore. Tourism Management, 28(4), 965–975.
Kapuściński, G., & Richards, B. (2016). News framing effects on destination risk perception. Tourism Management, 57, 234–244. https://doi.org/10.1016/j.tourman.2016.06.017
Kumari, A., & Devi, N. C. (2022). Blockchain technology acceptance by investment professionals: a decomposed TPB model. Journal of Financial Reporting and Accounting, ahead-of-print.
Lam, T., & Hsu, C. H. C. (2006). Predicting behavioral intention of choosing a travel destination. Tourism Management, 27(4), 589–599. https://doi.org/10.1016/j.tourman.2005.02.003
Lan, N. P. T., & Thích, N. V. (2021). Các yếu tố ảnh hưởng đến ý định quay trở lại điểm du lịch Bình Quới của du khách nội địa. Tạp Chí Khoa Học Đại Học Huế: Kinh Tế và Phát Triển, 5–20. https://doi.org/10.26459/hueunijed.v130i5C.6019
Lim, H.-R., & An, S. (2021). Intention to purchase wellbeing food among Korean consumers: An application of the Theory of Planned Behavior. Food Quality and Preference, 88, 104101.
Meng, B., & Cui, M. (2020). The role of co-creation experience in forming tourists’ revisit intention to home-based accommodation: Extending the theory of planned behavior. Tourism Management Perspectives, 33(March 2019), 100581. https://doi.org/10.1016/j.tmp.2019.100581
Pathak, K., Yadav, A., Sharma, S., & Bhardwaj, R. (2022). Young residents’ household waste recycling intentions: extending TPB through place attachment. Rajagiri Management Journal, ahead-of-p(ahead-of-print). https://doi.org/10.1108/RAMJ-12-2021-0088
Quintal, V. A., & Polczynski, A. (2010). Factors influencing tourists’ revisit intentions. Asia Pacific Journal of Marketing and Logistics, 22(4), 554–578. https://doi.org/10.1108/13555851011090565
Seong, B. H., & Hong, C. Y. (2021). Does risk awareness of covid-19 affect visits to national parks? Analyzing the tourist decision-making process using the theory of planned behavior. International Journal of Environmental Research and Public Health, 18(10). https://doi.org/10.3390/ijerph18105081
Servidio, R., Malvaso, A., Vizza, D., Valente, M., Campagna, M. R., Iacono, M. L., ... & Bruno, F. (2022). The intention to get Covid-19 vaccine and vaccine uptake among cancer patients: An extension of the theory of planned behaviour (TPB). Supportive Care in Cancer, 30(10), 7973-7982.
Šimková, E., & Holzner, J. (2014). Motivation of tourism participants. In Procedia-Social and Behavioral Sciences (Vol. 159). Elsevier.
Soliman, M. (2019). Extending the Theory of Planned Behavior to Predict Tourism Destination Revisit Intention. International Journal of Hospitality and Tourism Administration, 22(5), 524–549. https://doi.org/10.1080/15256480.2019.1692755
Trịnh Thị Hà và Hoàng Thị Phương Thảo (2017). Tác động của yếu tố hình ảnh điểm đến lên ý định quay lại và truyền miệng tích cực của du khách quốc tế tại thành phố Đà Lạt. Tạp chí khoa học Yersin, 2, 57-62.
Ulker-Demirel, E., & Ciftci, G. (2020). A systematic literature review of the theory of planned behavior in tourism, leisure and hospitality management research. Journal of Hospitality and Tourism Management, 43(September 2019), 209–219. https://doi.org/10.1016/j.jhtm.2020.04.003
Um, S., Chon, K., & Ro, Y. (2006). Antecedents of revisit intention. Annals of Tourism Research, 33(4), 1141–1158.
Villamediana-Pedrosa, J. D., Vila-López, N., & Küster-Boluda, I. (2020). Predictors of tourist engagement: Travel motives and tourism destination profiles. Journal of Destination Marketing and Management, 16(July 2019), 100412. https://doi.org/10.1016/j.jdmm.2020.100412
Wang, L. H., Yeh, S. S., Chen, K. Y., & Huan, T. C. (2022). Tourists’ travel intention: revisiting the TPB model with age and perceived risk as moderator and attitude as mediator. Tourism Review, 77(3), 877–896.
WTTC. (2022). Travel & Tourism could grow to $8.6 trillion in 2022, says WTTC. https://wttc.org/News-Article/Travel-and-Tourism-could-grow-to-8-point-6-trillion-USD-in-2022-say-WTTC
Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. IN KUHL, J. & BECKMANN, J.(Eds.) Springer series in social psychology. Berlin, Springer.
Ajzen, Icek. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
Ashaduzzaman, M., Jebarajakirthy, C., Weaven, S. K., Maseeh, H. I., Das, M., & Pentecost, R. (2022). Predicting collaborative consumption behaviour: a meta-analytic path analysis on the theory of planned behaviour. European Journal of Marketing, 56(4), 968–1013. https://doi.org/10.1108/EJM-07-2020-0563
Chen, J. V., Htaik, S., Hiele, T. M., & Chen, C. (2017). Investigating international tourists’ intention to revisit Myanmar based on need gratification, flow experience and perceived risk. Journal of Quality Assurance in Hospitality & Tourism, 18(1), 25–44.
Chi, N. T. K., & Phuong, V. H. (2022). Studying tourist intention on city tourism: the role of travel motivation. International Journal of Tourism Cities, 8(2), 497–512. https://doi.org/10.1108/IJTC-03-2021-0042
Chien, G. C. L., Yen, I.-Y., & Hoang, P.-Q. (2012). Combination of theory of planned behavior and motivation: An exploratory study of potential beach-based resorts in Vietnam. Asia Pacific Journal of Tourism Research, 17(5), 489–508.
Chin, W. W. (2010). How to write up and report PLS analyses. In Handbook of partial least squares (pp. 655–690). Springer Berlin Heidelberg. https://doi.org/10.1007/978-3-540-32827-8_29
Colquitt, J. A., LePine, J. A., & Noe, R. A. (2000). Toward an integrative theory of training motivation: a meta-analytic path analysis of 20 years of research. Journal of Applied Psychology, 85(5), 678. https://doi.org/10.1037/0021-9010.85.5.678
Corby, N. H., Jamner, M. S., & Wolitski, R. J. (1996). Using the theory of planned behavior to predict intention to use condoms among male and female injecting drug users. Journal of Applied Social Psychology, 26(1), 52–75.
Crompton, J. L. (1979). Motivations for pleasure vacation. Annals of Tourism Research, 6(4), 408–424.
Dryhurst, S., Schneider, C. R., Kerr, J., Freeman, A. L. J., Recchia, G., van der Bles, A. M., Spiegelhalter, D., & van der Linden, S. (2020). Risk perceptions of Covid-19 around the world. Journal of Risk Research, 23(7–8), 994–1006. https://doi.org/10.1080/13669877.2020.1758193
Fishbein, M., & Azjen, I. (1980). Understanding attitudes and predicting social behavior. In Englewood cliffs. Prentice-hall.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 1(18), 39–50. https://doi.org/https://doi.org/10.1177/002224378101800104
García-Fernández, J., Gálvez-Ruíz, P., Fernández-Gavira, J., Vélez-Colón, L., Pitts, B., & Bernal-García, A. (2018). The effects of service convenience and perceived quality on perceived value, satisfaction and loyalty in low-cost fitness centers. Sport Management Review, 21(3), 250–262.
Giao, H. N. K., & Ngân, N. thị K. (2021). Tác động của hình ảnh điểm đến tới ý định quay lại của khách du lịch nội địa tại Bà Rịa- Vũng Tàu. Tạp Chí Kinh Tế- Kỹ Thuật.
Godovykh, M., Pizam, A., & Bahja, F. (2020). Antecedents and outcomes of health risk perceptions in tourism, following the Covid-19 pandemic. Tourism Review, 76(4), 737–748. https://doi.org/10.1108/TR-06-2020-0257
Green S B. (1991). How Many Subjects Does It Take To Do A Regression Analysis. Multivariate Behavioral Research, 26(3), 499–510. https://doi.org/10.1207/s15327906mbr2603
Hair, J. F., Jr, H., G. T. M., R., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM) (Sage Publi). Sage Publications.
Hair, Joe F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–151. https://doi.org/10.2753/MTP1069-6679190202
Hair, Joe F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121. https://doi.org/10.1108/EBR-10-2013-0128
Hair, Joseph F, Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). 2nd ed., Sage, Thousand Oaks.
Hasan, K., Abdullah, S. K., Islam, F., & Neela, N. M. (2020). An Integrated Model for Examining Tourists’ Revisit Intention to Beach Tourism Destinations. Journal of Quality Assurance in Hospitality and Tourism, 21(6), 716–737. https://doi.org/10.1080/1528008X.2020.1740134
Hasan, M. K., Abdullah, S. K., Lew, T. Y., & Islam, M. F. (2019). The antecedents of tourist attitudes to revisit and revisit intentions for coastal tourism. International Journal of Culture, Tourism, and Hospitality Research, 13(2), 218–234. https://doi.org/10.1108/IJCTHR-11-2018-0151
Hasan, M. K., Ismail, A. R., & Islam, M. F. (2017). Tourist risk perceptions and revisit intention: A critical review of literature. Cogent Business and Management, 4(1). https://doi.org/10.1080/23311975.2017.1412874
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135.
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. Advances in International Marketing, 20(2009), 277–319. https://doi.org/10.1108/S1474-7979(2009)0000020014
Huỳnh Nhựt Phương và Nguyễn Thúy An (2017). Phân tích các yếu tố của điểm đến du lịch tác động đến ý định trở lại của du khách-Trường hợp du khách đến thành phố Cần Thơ. Tạp chí Khoa học Trường Đại học Cần Thơ, (50), 70-79. https://doi.org/10.22144/ctu.jvn.2017.054
Hsu, C. H. C., Cai, L. A., & Li, M. (2010). Expectation, motivation, and attitude: A tourist behavioral model. Journal of Travel Research, 49(3), 282–296. https://doi.org/10.1177/0047287509349266
Hsu, C. H. C., & Huang, S. (2012). An Extension of the Theory of Planned Behavior Model for Tourists. Journal of Hospitality and Tourism Research, 36(3), 390–417. https://doi.org/10.1177/1096348010390817
Huang, S., & Hsu, C. H. C. (2009). Effects of travel motivation, past experience, perceived constraint, and attitude on revisit intention. Journal of Travel Research, 48(1), 29–44. https://doi.org/10.1177/0047287508328793
Hui, T. K., Wan, D., & Ho, A. (2007). Tourists’ satisfaction, recommendation and revisiting Singapore. Tourism Management, 28(4), 965–975.
Kapuściński, G., & Richards, B. (2016). News framing effects on destination risk perception. Tourism Management, 57, 234–244. https://doi.org/10.1016/j.tourman.2016.06.017
Kumari, A., & Devi, N. C. (2022). Blockchain technology acceptance by investment professionals: a decomposed TPB model. Journal of Financial Reporting and Accounting, ahead-of-print.
Lam, T., & Hsu, C. H. C. (2006). Predicting behavioral intention of choosing a travel destination. Tourism Management, 27(4), 589–599. https://doi.org/10.1016/j.tourman.2005.02.003
Lan, N. P. T., & Thích, N. V. (2021). Các yếu tố ảnh hưởng đến ý định quay trở lại điểm du lịch Bình Quới của du khách nội địa. Tạp Chí Khoa Học Đại Học Huế: Kinh Tế và Phát Triển, 5–20. https://doi.org/10.26459/hueunijed.v130i5C.6019
Lim, H.-R., & An, S. (2021). Intention to purchase wellbeing food among Korean consumers: An application of the Theory of Planned Behavior. Food Quality and Preference, 88, 104101.
Meng, B., & Cui, M. (2020). The role of co-creation experience in forming tourists’ revisit intention to home-based accommodation: Extending the theory of planned behavior. Tourism Management Perspectives, 33(March 2019), 100581. https://doi.org/10.1016/j.tmp.2019.100581
Pathak, K., Yadav, A., Sharma, S., & Bhardwaj, R. (2022). Young residents’ household waste recycling intentions: extending TPB through place attachment. Rajagiri Management Journal, ahead-of-p(ahead-of-print). https://doi.org/10.1108/RAMJ-12-2021-0088
Quintal, V. A., & Polczynski, A. (2010). Factors influencing tourists’ revisit intentions. Asia Pacific Journal of Marketing and Logistics, 22(4), 554–578. https://doi.org/10.1108/13555851011090565
Seong, B. H., & Hong, C. Y. (2021). Does risk awareness of covid-19 affect visits to national parks? Analyzing the tourist decision-making process using the theory of planned behavior. International Journal of Environmental Research and Public Health, 18(10). https://doi.org/10.3390/ijerph18105081
Servidio, R., Malvaso, A., Vizza, D., Valente, M., Campagna, M. R., Iacono, M. L., ... & Bruno, F. (2022). The intention to get Covid-19 vaccine and vaccine uptake among cancer patients: An extension of the theory of planned behaviour (TPB). Supportive Care in Cancer, 30(10), 7973-7982.
Šimková, E., & Holzner, J. (2014). Motivation of tourism participants. In Procedia-Social and Behavioral Sciences (Vol. 159). Elsevier.
Soliman, M. (2019). Extending the Theory of Planned Behavior to Predict Tourism Destination Revisit Intention. International Journal of Hospitality and Tourism Administration, 22(5), 524–549. https://doi.org/10.1080/15256480.2019.1692755
Trịnh Thị Hà và Hoàng Thị Phương Thảo (2017). Tác động của yếu tố hình ảnh điểm đến lên ý định quay lại và truyền miệng tích cực của du khách quốc tế tại thành phố Đà Lạt. Tạp chí khoa học Yersin, 2, 57-62.
Ulker-Demirel, E., & Ciftci, G. (2020). A systematic literature review of the theory of planned behavior in tourism, leisure and hospitality management research. Journal of Hospitality and Tourism Management, 43(September 2019), 209–219. https://doi.org/10.1016/j.jhtm.2020.04.003
Um, S., Chon, K., & Ro, Y. (2006). Antecedents of revisit intention. Annals of Tourism Research, 33(4), 1141–1158.
Villamediana-Pedrosa, J. D., Vila-López, N., & Küster-Boluda, I. (2020). Predictors of tourist engagement: Travel motives and tourism destination profiles. Journal of Destination Marketing and Management, 16(July 2019), 100412. https://doi.org/10.1016/j.jdmm.2020.100412
Wang, L. H., Yeh, S. S., Chen, K. Y., & Huan, T. C. (2022). Tourists’ travel intention: revisiting the TPB model with age and perceived risk as moderator and attitude as mediator. Tourism Review, 77(3), 877–896.
WTTC. (2022). Travel & Tourism could grow to $8.6 trillion in 2022, says WTTC. https://wttc.org/News-Article/Travel-and-Tourism-could-grow-to-8-point-6-trillion-USD-in-2022-say-WTTC