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An evaluation of the new tourist behavior model based on the extended theory of planned behavior

Trong Tien Bao Bui, Ho Chi Minh City University of Technology, Vietnam
Published online: 14 November 2022, JTHSM, 8(2), pp.48-57.

DOI: 10.5281/zenodo.7358733

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Bui, T.T.B. (2022). An evaluation of the new tourist behavior model based on the extended theory of planned behavior. Journal of Tourism, Heritage & Services Marketing, 8(2), 48–57. https://doi.org/10.5281/zenodo.7358733

The Impact of External Factors on ICT Usage Practices at Unesco World Heritage Sites



Purpose: The current study aims to evaluate and validate travel intention through the extended theory of planned behaviour (TPB) and overall image of the destination, e-WOM, that travel intention linked to actual tourist behavior.

Methods: A sample of 389 domestic tourists was empirically exaimined, and analysed by using the partial least squares structural equation modelling (PLS-SEM) technique in order to demonstrate that the new conceptual model has a power to an insight understanding of tourist behaviour.

Results: The major findings of the study identified that the influence of e-WOM on the original TPB and overall destination image constructs was statistically confirmed. In addition, destination image is as mediating variable linking between e-WOM and travel intention, which in turns lead to increasing actual tourist behavior.

Implications: The major findings of the current study are useful for local authority in enhancing positive image of the destination and particularly e-WOM to increase travel intention and lead to better predicting tourist behaviour. This study further provides some theoretical and managerial implications to comprehensive understand travel intention

Keywords: Destination image, e-WOM, travel intention, actual tourist behaviour, TPB.

JEL Classification: L83, Z00, B16

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