A Tourists' Travel Intention in the Context of Covid-19 in Viet Nam

Abstract

The novel coronavirus pneumonia has seriously affected the development of tourism in Vietnam and even the whole world. Combining the current of VietNam's mitigation and the gradual recovery of tourism, this paper puts the research perspective on tourists' travel intention, and constructs a new theoretical structure by using TPB and TRA theory, This study presents the findings of a research which examined the relationship Subject norms and perceived behavioral control have a significant impact on Attitude and tourists' desire to travel;  the Attitude and desire to travel has a significant positive impact on tourists' travel intention, a little empirical study investigates these relationships together. This article investigates these relationships using SEM with data 437 tourists in the Vietnam. Findings of the study revealed that Attitude mediates the relationship between Subject norms, Perceived Behavioral Control, and Travel intention. Desire to travel mediates the relationship between Subject Norm, Perceived Behavioral Control and Travel intention. Based on the study findings, implications for theory and practice are discussed.

Keywords: COVID-19, Theory of planned behaviour(TPB), Theory of reasoned action(TRA),Viet Nam

DOI: 10.7176/EJBM/13-14-07

Publication date:July 31^st 2021