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
Highlights
Because of the prevalence of covid-19, the world is facing an unprecedented global health, social and economic emergency
According to the data of World Tourism Organization, the number of international tourists will be reduced by 58% to 78% in 2020, international tourists will be reduced by 850 million to 1.1 billion, tourism revenues will be reduced by 860 billion to 1.2 trillion US dollars, and 100 million to 120 million direct tourism jobs are at risk[1]
Qiu (2017) based on the TPB expansion model, studied the civilized behavior of Chinese citizens traveling abroad, and the results showed that subject norms have direct and indirect effects on behaviour attitudes and Desire to travel [13]
Summary
Because of the prevalence of covid-19, the world is facing an unprecedented global health, social and economic emergency. The COVID-19 is defined by WTO (World Tourism Organization) as "pandemic". According to the data of World Tourism Organization, the number of international tourists will be reduced by 58% to 78% in 2020, international tourists will be reduced by 850 million to 1.1 billion, tourism revenues will be reduced by 860 billion to 1.2 trillion US dollars , and 100 million to 120 million direct tourism jobs are at risk[1]. In the process of tourism recovery, to explore the domestic tourists in Viet Nam intention and the influencing factors of related travel intention is conducive to the relevant management departments to guide and enhance the tourists' travel intention, so as to further accelerate the pace of comprehensive recovery of the tourism Industry
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