UNIVERSITY OF ECONOMICS AND LAW FACULTY OF BUSINESS AND ADMINISTRATION --- Lang Kim Hoang Factors Affect Vietnamese Traveler: Mediating Effect Of Attitude On The Relationships Between Travel Consciousness And Travel Intention Based On An Extended Theory Of Planned Behavior Model Major: Business Administration Major code: 7340101 GRADUATION THESIS INSTRUCTOR PhD: Phung Thanh Binh UNIVERSITY OF ECONOMICS AND LAW FACULTY OF BUSINESS AND ADMINISTRATION --- Lang Kim Hoang FACTORS AFFECT VIETNAMESE TRAVELER: MEDIATING EFFECT OF ATTITUDE ON THE RELATIONSHIPS BETWEEN TRAVEL CONSCIOUSNESS AND TRAVEL INTENTION BASED ON AN EXTENDED THEORY OF PLANNED BEHAVIOR MODEL Major: Business Administration Major code: 7340101 GRADUATION THESIS INSTRUCTOR PhD: Phung Thanh Binh i Factors Affect Vietnamese Traveler: Mediating Effect Of Attitude On The Relationships Between Travel Consciousness And Travel Intention Based On An Extended Theory Of Planned Behavior Model Abstract The study examined the relationship between travel consciousness via extended Theory of Planned Behavior (TPB) Model toward to travel intention. This innovative research model aims to determine consciousness factors and which factors positively influence travel abroad intention. The study obtained data on 6 constructs from approximately 232 respondents using a five-point Likert scale and analyzed the data using Smart PLS software. This study demonstrates that TPB model factors and health consciousness have a positive effect on travel intention while price consciousness negatively affects.
The findings of this study have practical implications for travel suppliers, tourism businesses and tour operators have a new insight into tourism demand in the post pandemic context. ii TABLE OF CONTENT LIST OF TABLES. iv LIST OF FIGURE. vi CHAPTER 1: INTRODUCTION .2 Retionale on choosing the topic .3 Research objectives and scope.
5 CHAPTER 2: LITERATURE REVIEW .1 An overview of Tourism Sector in Post Pandemic.2 Factors affecting Travel Intention Post Pandemic .3 Overview of Previous Studies .1 Key concepts and definitions .2 Proposed Model and Hypothesis .3 Sampling Design and Methodology .4 Data Analysis Method. 30 CHAPTER 4: ESTIMATION AND RESULTS .4 SEM Structura Model Analysis. 44 CHAPTER 5: CONCLUSION AND IMPLICATION. 63 iv LIST OF TABLES Table 1.
Measurement Scales Table 2. Demographic Data Table 3. Descriptive Statistics Table 4. Outer Loading Analysis Table 5.
Cronbach Alpha Analysis Table 6. VIF Analysis Table 7. Scales Reliability Test Table 8. Cross-Loading Analysis Table 9.
Fornell Lanker Criteria Table 10. HTMT Analysis Table 11. R-squared Analysis Table 12. Path Coefficient Analysis v LIST OF FIGURES Figure 1.
Research Model Figure 2. Research Process vi ABBREVIATIONS ATT Attitude AVE Average Variance Extracted CA Cronbach's Alpha CFA Confirmatory Factor Analysis CR Composite Reliability eTPB Extended Theory Of Planned Behavior Ewom Electronic Word-Of-Mouth GDP Gross Domestic Product HC Health Consciousness HTMT Heterotrait-Monotrait Ratio Of Correlations LVC Latent Variable Correlation ML Maximum Likelihood PBC Perceived Behavioral Control PC Price Consciousness PHEIC Public Health Emergency Of International Concern PLS-SEM Partial Least Square- Structural Equation Modeling SEM Structural Equation Modeling SMU Social Media Use SN Subjective Norms SOPs Standard Operating Procedures TI Travel Intention TITC Tourism Information Technology Center TPB Theory Of Planned Behavior TRA Theory Of Reasoned Action UNWTO The United Nations World Tourism Organization WHO World Health Organization WTTC World Travel And Tourism Council 1 CHAPTER 1: INTRODUCTION 1. Background information The emergence of the new coronavirus, COVID-19, was first reported in China since late 2019. It subsequently caused a global pandemic with profound health impacts , society and the economy, requiring unprecedented public health responses (Wen, J.
In March 2020, the World Health Organization (WHO) announced the outbreak as a pandemic and urged nations to swiftly and decisively respond (Cucinotta & Vanelli, 2020). Until the early of 2024, there have been 775 million reported cases, more than 7 million deaths, and continuously increasing cases although WHO declared an end for public health emergency of international concern (PHEIC) of COVID-19 since May, 2023. As a result, the onset of the potentially deadly disease has significant economic setbacks and has given rise to both national health and economic challenges (Khan et al. As the consequences of measures implication which taken to contain the outbreak, global industries have felt the impact of legal restrictions on movement.
Notably, the transportation and tourism sector, which have crucial contributions to worldwide economic activities, suffered the most due to substantial disruptions in operational activities, as evidenced by data indicating customer losses (Fotiadis et al., 2021; Gössling et al. The outbreak in 2020 made this industry lose 74% of international tourist arrivals and over USD 2 trillion loss in global GDP (World Tourism Organization, 2021). The pandemic also devastated more than 100 million direct tourism jobs and pulled the sector development back to thirty years ago. Particularly, Asia and Pacific is one the most affected regions when they decrease 84% percent of arrivals in comparison with the pre-pandemic year.
In specific Asian, where nations like the Philippines, Indonesia, Vietnam, and Thailand having tourism plays a vital role in generating employment opportunities, fostering economic growth, and influencing social development (Polyzos, E., 2020), experienced a 8,4% loss on GDP as tourists called off their plan to travel (SEADS, 2021). The tourism industry has been a significant contributor to Vietnam's GDP. Before the COVID-19 pandemic, tourism played a crucial role in the country's economic development. 2 According to the World Travel & Tourism Council (WTTC), in 2019, travel and tourism contributed approximately 9.4% to Vietnam's GDP.
The gross domestic product (GDP) of the tourism industry in 2019 was extremely high, accounting for 9.2% of total GDP. The tourism industry receives revenue from international tourists, more than 726.6 trillion VND, while Vietnamese tourists contribute 254.This figure included direct contributions, such as those from hotels, travel agents, airlines, and other passenger services, as well as indirect contributions through investment spending. However, the COVID-19 pandemic has had a major impact on the tourism industry by reducing the number of domestic and international tourists. News regarding infected people and communities has caused people to avoid traveling.
From June to August 2021, Vietnam reached the highest number of confirmed cases with about 20.8 million people and 3. Therefore, Vietnamese authorities have implemented several strong procedures to prevent and limit the spread of the virus, such as closing areas, banning the organization of large-scale events, restricting travel, airport closures, and quarantines (Le et al. Vietnam's tourism industry recorded a significant recovery with 12.6 million arrivals according to the report of Tourism Information Technology Center (TITC), 344,2% higher than in the same period of 2022 and 30% lower than pre-pandemic in 2019. The number of domestic tourists reached 103.2 million, exceeding the target by 168.3%, far surpassing the number of 85 million visitors in 2019.
As the Vietnam government states that more than 5 million people travelled abroad in 2023, outbound tourism also slightly increased as the result of quarantine declaration and closure. This signal for a slight recovery of the Vietnam tourism industry in terms of international tourists and the tendency of inbound tourism. Year-round trips have become a trendy activity for tourists, motivating people to explore domestic destinations (Quan, 2021) and conversely, limiting foreign destinations.2 Rationale on choosing topic. COVID-19 has changed people's way of life and lifestyle; and economies have suffered significant losses due to these changes in human behavior (Wen, J.
Changes in travel behavior can affect the Tourism economy in the long term. The return of tourists to industry shows confidence in crisis management, both during and after the crisis. The trust 3 of tourists must be regained not only to improve the destination but also the country's domestic tourism industry (GlobalData, 2020), thereby attracting foreign tourists. Much research has been done on traveler behavior related to the pandemic, involving the construction of forecasting methods and estimation models of the timeline, such as the pre- and post-COVID periods -19.
Previous studies on tourism in the context of epidemic disasters have urgently addressed recovery models, the impact of epidemics on tourist arrivals, and changes in tourist behavior and preferences due to the pandemic and the impact of the economic sector., 2020; Wen et al. Despite this, tourists' decisions to visit destinations during and after the pandemic remain restricted (Kim J. Researchers have examined customer behavior related to self-protection in the dining industry and health protection concerning non-pharmaceutical interventions' impact on the intention of international tourists to visit (Foroudi P., 2021; Pahrudin et al. To effectively assist tourists in making decisions, tourism organizations must have a thorough understanding of travel motivation and tourist behavior, as emphasized by multiple writers.
This knowledge is essential for guiding travelers and ensuring the success of the tourism industry. Failure to consider the present attitudes of tourists can reduce their desire to repeat the experience (Jin N. Understanding the behavior of tourists after the epidemic would give a strategic advantage to global and local tourism corporations, developers, tour operators, and governments in recovering from the disaster. Hence, it is essential to employ the Theory of Planned Behavior (TPB) in order to examine visitor behavior during or after the COVID-19 epidemic.
The present study expands upon the constructs of the Theory of Planned Behavior (TPB) by include consumer consciousness variables such as health and price consciousness in relation to the intention of travelling abroad under context of post-pandemic. Moreover, these insights would provide the wider academic community with a comprehension of how the post COVID-19 era influences Travel intentions.3 Research Objectives and Scope 4 1.1 Research objectives This thesis examines the factors impact on Tourist’s Travel Intention with data collection from 293 respondent from Recovery Period. The paper employs the PLS-SEM method based on extended theory of planned behavior (TPB) to have an insightful look into this unconcerned topic. This report also offers policy implications to related parties both at macro- and microeconomics levels.2 Research Scope This study seeks to analyze the relationship between traveler consciousness, which health and price consciousness and travel intentions to extend the theory of planned behavior in the context of post-pandemic in Vietnam.
The research will concentrate on the effect of these two variables combine with the origin the TPB framework on travel abroad intent in from the Vietnamese perspective. To achieve this goal, a quantitative research methodology will be used to capture data from a sample of citizen in Ho Chi Minh City using survey questionnaires. The research will identify the primary determinants of travel intention to foreign country in Vietnam and devise strategies for enhancing ease of travel abroad to increase travel demand. The research scope of this study is limited to the tourism industry in Vietnam and will not include other industries or nations.
In addition, the study will only evaluate the effect of price consciousness, health consciousness, TPB factors and intent to travel, and will not investigate other variables that may influence customer behavior.4 Research Question Based on the objectives set out, the research focuses on answering the following 3 questions: 1. How do consumer consciousness and TPB model affect future outbound travel intention in the context of post-pandemic? 2. What is the relative importance of Traveler Consciousness and Attitude in determining customer repurchase intention in e-commerce? 5 3. How can travel/tourism companies adapt and enhance traveler consciousness to increase travel intention? 1.5 Research methodology This research will use quantitative methods, data from the research will be collected through questionnaires.
The survey will include questions related to Ho Chi Minh City residents' intention to travel abroad, traveler consciousness in the post-COVID19 context, attitudes, subjective norm and perceived behavioral control. The collected data will be analyzed using statistical methods such as reliability testing, discriminant validity, convergent validity and path coefficient analysis. The data analysis results will be used to determine the impact of traveler consciousness, which includes price and health factors, on travel intention through the role of attitude in the TPB factors combination. From those results, the implications for travel booking platforms, travel service providers, etc.
will be launched to help these platforms improve tourism quality and customer experience to stimulate tourism demand.