Developing a Slow Tourism Intention Research Framework Based on the Model of Goal-directed Behavior Factors

Abstract

The study aimed to develop a framework for analyzing the factors that influence individuals' intention to choose slow tourism, based on the model of goal- directed model (MGB) approach. In addition to the initial components of the MGB model, this study added an independent variable, the perceived authenticity, as an extended component. The research framework and factors were adapted and adjusted to suit the context of slow tourism in Vietnam, and were developed through literature review, expert interviews, and focus group interviews, which helped to clarify the concept of slow tourism and authenticity. Finally, the study proposed a research model that is suitable for the context of slow tourism in general, as well as the specific context of slow tourism in Vietnam. This result can serve as a valuable reference for tourism studies, particularly those that focus on slow tourism.