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Examining Vietnamese Hard-Adventure Tourists’ Visit Intention Using an Extended Model of Goal-Directed Behavior

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  • Ngoc Anh Bui

    (Department of Hospitality and Tourism Management, Sejong University, Seoul 05006, Korea)

  • Kiattipoom Kiatkawsin

    (Tourism Industry Data Analytics Lab (TIDAL), Department of Hospitality and Tourism Management, Sejong University, Seoul 05006, Korea)

Abstract

Although adventure tourism is divided into two subgroups based on the level of risk, most previous research has not made a distinction in their research. However, due to the high risk, skills, experience, and physical condition required of participants, hard adventure tourism should be studied separately from soft tourism activities. Thus, this study investigates the antecedents influencing hard adventure tourists’ visit intention by adopting the model of goal-directed behavior. Furthermore, two new variables, social media consumption and hardy tourism knowledge, were added to improve the model’s predictive ability. Using 441 Vietnamese hard adventure tourists as research samples, the results have shown the conceptual model to be robust and effective in explaining behavioral intention. Generally, the results were consistent with previous research. However, subjective norms, negative anticipated emotion, and frequency of past behavior produced unexpected results.

Suggested Citation

  • Ngoc Anh Bui & Kiattipoom Kiatkawsin, 2020. "Examining Vietnamese Hard-Adventure Tourists’ Visit Intention Using an Extended Model of Goal-Directed Behavior," Sustainability, MDPI, vol. 12(5), pages 1-18, February.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:5:p:1747-:d:325275
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    References listed on IDEAS

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    2. Kiattipoom Kiatkawsin & Ian Sutherland & Seul Ki Lee, 2020. "Determinants of Smart Tourist Environmentally Responsible Behavior Using an Extended Norm-Activation Model," Sustainability, MDPI, vol. 12(12), pages 1-15, June.
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    5. Kiattipoom Kiatkawsin & Ngoc Anh Bui & Richard Hrankai & Kwangmin Jeong, 2021. "The Moderating Roles of Sensation Seeking and Worry among Nature-Based Adventure Tourists," IJERPH, MDPI, vol. 18(4), pages 1-18, February.
    6. Jorge Rojo-Ramos & Rubén Vidal-Espinoza & Roxana Paola Palacios-Cartagena & Carmen Galán-Arroyo & Fernando Manzano-Redondo & Rossana Gómez-Campos & José Carmelo Adsuar, 2021. "Adventure Tourism in the Spanish Population: Sociodemographic Analysis to Improve Sustainability," Sustainability, MDPI, vol. 13(4), pages 1-15, February.
    7. Katalin Lőrincz & Zsuzsanna Banász & János Csapó, 2020. "Customer Involvement in Sustainable Tourism Planning at Lake Balaton, Hungary—Analysis of the Consumer Preferences of the Active Cycling Tourists," Sustainability, MDPI, vol. 12(12), pages 1-18, June.

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