The Role of Destination Emotion in Domestic Destination Choice Intention of Students: Preliminary Testing of Scale
Abstract
The student travel market has boomed in Vietnam in recent years. This growth has brought significant opportunities for domestic tourism destinations as student travelers often prefer short-haul journeys due to poor budget. Understanding their destination choices is crucial for policy-makers of those destinations. The purpose of this article is to propose a conceptual model for predicting the intention of domestic tourism destination choice among student travelers and test measurement scales preliminarily. Building upon literature review, the paper integrates destination emotion into the Theory of Planned Behavior (TPB) model. Consequently, in the extended TPB model, intention to visit a domestic destinationin of a student is assumed to be influenced directly and positively not only by the original factors (attitude, subjective norms, perceived behavioral control) but also by emotions towards the destination such as joy, love, and positive surprise. Moreover, preliminary test revealed that measurement scales are suitable for further research.
References
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Bigné, J. E., Andreu, L., & Gnoth, J. (2005). The theme park experience: An analysis of pleasure, arousal and satisfaction. Tourism management, 26(6), 833-844.
Cao, J., Zhang, J., Wang, C., Hu, H., & Yu, P. (2020). How far is the ideal destination? Distance desire, ways to explore the antinomy of distance effects in tourist destination choice. Journal of Travel Research, 59(4), 614-630.
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Cheung, M. L., Ting, H., Cheah, J. H., & Sharipudin, M. N. S. (2021). Examining the role of social media-based destination brand community in evoking tourists’ emotions and intention to co-create and visit. Journal of Product & Brand Management, 30(1), 28-43.
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Lam, T., & Hsu, C. H. (2004). Theory of planned behavior: Potential travelers from China. Journal of hospitality & tourism research, 28(4), 463-482.
Lam, T., & Hsu, C. H. (2006). Predicting behavioral intention of choosing a travel destination. Tourism management, 27(4), 589-599.
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Lee, T. H. (2009). A structural model to examine how destination image, attitude, and motivation affect the future behavior of tourists. Leisure sciences, 31(3), 215-236.
Leri, I., & Theodoridis, P. (2019). The effects of the winery visitor experience on emotions, satisfaction and on post-visit behaviour intentions. Tourism Review, 74(3), 480-502.
Leung, X. Y., & Jiang, L. (2018). How do destination Facebook pages work? An extended TPB model of fans’ visit intention. Journal of Hospitality and Tourism Technology.
Li, M., & Cai, L. A. (2012). The effects of personal values on travel motivation and behavioral intention. Journal of Travel Research, 51(4), 473-487.
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Rosenberg, E. L. (1998). Levels of analysis and the organization of affect. Review of general psychology, 2(3), 247-270.
Santos, V. R., Ramos, P., & Almeida, N. (2017). The relationship between involvement, destination emotions and place attachment in the Porto wine cellars. International Journal of Wine Business Research.
Seong, B. H., & Hong, C. Y. (2021). Does risk awareness of COVID-19 affect visits to national parks? Analyzing the tourist decision-making process using the theory of planned behavior. International Journal of Environmental Research and Public Health, 18(10), 5081.
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Soliman, M. (2021). Extending the theory of planned behavior to predict tourism destination revisit intention. International Journal of Hospitality & Tourism Administration, 22(5), 524-549.
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Ye, S., Soutar, G. N., Sneddon, J. N., & Lee, J. A. (2017). Personal values and the theory of planned behaviour: A study of values and holiday trade-offs in young adults. Tourism Management, 62, 107-109.
Ajzen, I. (1980). Understanding attitudes and predictiing social behavior. Englewood cliffs.
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Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211.
Ajzen, I., & Madden, T. J. (1986). Prediction of goal-directed behavior: Attitudes, intentions, and perceived behavioral control. Journal of experimental social psychology, 22(5), 453-474.
Bagozzi, R. P., Gopinath, M., & Nyer, P. U. (1999). The role of emotions in marketing. Journal of the academy of marketing science, 27(2), 184-206.
Bastiaansen, M., Lub, X. D., Mitas, O., Jung, T. H., Ascenção, M. P., Han, D. I., ... & Strijbosch, W. (2019). Emotions as core building blocks of an experience. International Journal of Contemporary Hospitality Management, 31(2), 651-668.
Bi, N., Yin, C. Y., & Chen, Y. (2020). A bittersweet experience! The effect of mixed emotions on business tourists’ revisit intentions. Journal of Travel & Tourism Marketing, 37(6), 695-710.
Bigné, J. E., Andreu, L., & Gnoth, J. (2005). The theme park experience: An analysis of pleasure, arousal and satisfaction. Tourism management, 26(6), 833-844.
Cao, J., Zhang, J., Wang, C., Hu, H., & Yu, P. (2020). How far is the ideal destination? Distance desire, ways to explore the antinomy of distance effects in tourist destination choice. Journal of Travel Research, 59(4), 614-630.
Çelik, S., & Dedeoğlu, B. B. (2019). Psychological factors affecting the behavioral intention of the tourist visiting Southeastern Anatolia. Journal of Hospitality and Tourism Insights.
Chien, G. C., Yen, I. Y., & Hoang, P. Q. (2012). Combination of theory of planned behavior and motivation: An exploratory study of potential beach-based resorts in Vietnam. Asia Pacific Journal of Tourism Research, 17(5), 489-508.
Cheung, M. L., Ting, H., Cheah, J. H., & Sharipudin, M. N. S. (2021). Examining the role of social media-based destination brand community in evoking tourists’ emotions and intention to co-create and visit. Journal of Product & Brand Management, 30(1), 28-43.
Chuang, S. C. (2007). The effects of emotions on the purchase of tour commodities. Journal of Travel & Tourism Marketing, 22(1), 1-13.
Cohen, J. B., & Areni, C. S. (1991). Affect and consumer behavior. In Handbook of Consumer Behavior, edited by Thomas S. Robertson and Harold H. Kassarjian, 188–240. Englewood Cliffs, NJ: Prentice Hall
Fishbein, M., & Ajzen, I. (1975), Belief, attitude, intention, and behavior: An introduction to theory and research, Boston, Addison- Wesley
Ghosh, T., & Sarkar, A. (2016). “To feel a place of heaven”: Examining the role of sensory reference cues and capacity for imagination in destination marketing. Journal of Travel & Tourism Marketing, 33(sup1), 25-37.
Gnoth, J. (1997). Tourism motivation and expectation formation. Annals of Tourism research, 24(2), 283-304.
Godovykh, M., & Tasci, A. D. (2021). The influence of post-visit emotions on destination loyalty. Tourism Review, 76(1), 277-288.
Han, H., Al-Ansi, A., Chua, B. L., Tariq, B., Radic, A., & Park, S. H. (2020). The post-coronavirus world in the international tourism industry: Application of the theory of planned behavior to safer destination choices in the case of US outbound tourism. International journal of environmental research and public health, 17(18), 6485.
Han, H., & Hyun, S. S. (2017). Drivers of customer decision to visit an environmentally responsible museum: Merging the theory of planned behavior and norm activation theory. Journal of Travel & Tourism Marketing, 34(9), 1155-1168.
Han, H., & Kim, Y. (2010). An investigation of green hotel customers’ decision formation: Developing an extended model of the theory of planned behavior. International journal of hospitality management, 29(4), 659-668.
Han, H., Lee, S., & Lee, C. K. (2011). Extending the theory of planned behavior: Visa exemptions and the traveller decision-making process. Tourism Geographies, 13(1), 45-74.
Hosany, S., Buzova, D., & Sanz-Blas, S. (2020). The influence of place attachment, ad-evoked positive affect, and motivation on intention to visit: Imagination proclivity as a moderator. Journal of Travel Research, 59(3), 477-495.
Hosany, S., & Gilbert, D. (2010). Measuring tourists’ emotional experiences toward hedonic holiday destinations. Journal of travel research, 49(4), 513-526.
Hosany, S., Prayag, G., Deesilatham, S., Cauševic, S., & Odeh, K. (2015). Measuring tourists’ emotional experiences: Further validation of the destination emotion scale. Journal of Travel Research, 54(4), 482-495.
Hsu, C. H., & Huang, S. (2012). An extension of the theory of planned behavior model for tourists. Journal of Hospitality & Tourism Research, 36(3), 390-417.
Jalilvand, M. R., & Samiei, N. (2012). The impact of electronic word of mouth on a tourism destination choice: Testing the theory of planned behavior (TPB). Internet research, 22(5), 591-612.
Jeong, Y., Kim, S. K., & Yu, J. G. (2020). Sustaining sporting destinations through improving tourists’ mental and physical health in the tourism environment: The case of Korea. International journal of environmental research and public health, 17(1), 122.
Joo, Y., Seok, H., & Nam, Y. (2020). The moderating effect of social media use on sustainable rural tourism: A theory of planned behavior model. Sustainability, 12(10), 4095.
Jordan, E. J., Bynum Boley, B., Knollenberg, W., & Kline, C. (2018). Predictors of intention to travel to Cuba across three time horizons: An application of the theory of planned behavior. Journal of Travel Research, 57(7), 981-993.
Juschten, M., Jiricka-Pürrer, A., Unbehaun, W., & Hössinger, R. (2019). The mountains are calling! An extended TPB model for understanding metropolitan residents' intentions to visit nearby alpine destinations in summer. Tourism Management, 75, 293-306.
Kaplan, S., Manca, F., Nielsen, T. A. S., & Prato, C. G. (2015). Intentions to use bike-sharing for holiday cycling: An application of the Theory of Planned Behavior. Tourism Management, 47, 34-46.
Kim, Y. J., Njite, D., & Hancer, M. (2013). Anticipated emotion in consumers’ intentions to select eco-friendly restaurants: Augmenting the theory of planned behavior. International journal of hospitality management, 34, 255-262.
Lam, T., & Hsu, C. H. (2004). Theory of planned behavior: Potential travelers from China. Journal of hospitality & tourism research, 28(4), 463-482.
Lam, T., & Hsu, C. H. (2006). Predicting behavioral intention of choosing a travel destination. Tourism management, 27(4), 589-599.
Le Quang Dang (2022). The travel trends of the youth and solutions to attract young tourists in Vietnam – Research Project report – Institute of Tourism Development.
Lee, T. H. (2009). A structural model to examine how destination image, attitude, and motivation affect the future behavior of tourists. Leisure sciences, 31(3), 215-236.
Leri, I., & Theodoridis, P. (2019). The effects of the winery visitor experience on emotions, satisfaction and on post-visit behaviour intentions. Tourism Review, 74(3), 480-502.
Leung, X. Y., & Jiang, L. (2018). How do destination Facebook pages work? An extended TPB model of fans’ visit intention. Journal of Hospitality and Tourism Technology.
Li, M., & Cai, L. A. (2012). The effects of personal values on travel motivation and behavioral intention. Journal of Travel Research, 51(4), 473-487.
Miao, L., Lehto, X., & Wei, W. (2014). The hedonic value of hospitality consumption: Evidence from spring break experiences. Journal of Hospitality Marketing & Management, 23(2), 99-121.
Moutinho, L. (1987). Consumer behaviour in tourism. European journal of marketing, 21(10), 5-44.
Moutinho, L., Ballantyne, R., & Rate, S. (2011). Consumer behaviour in tourism. Strategic management in tourism, 2(2), 83-126.
Nowacki, M., Chawla, Y., & Kowalczyk-Anioł, J. (2021). What drives the eco-friendly tourist destination choice? The Indian perspective. Energies, 14(19), 6237.
Nunnally, J.C. and Bernstein, I.H. (1994) The Assessment of Reliability. Psychometric Theory, 3, 248-292
Pahrudin, P., Chen, C. T., & Liu, L. W. (2021). A modified theory of planned behavioral: A case of tourist intention to visit a destination post pandemic Covid-19 in Indonesia. Heliyon, 7(10), e08230.
Park, S. H., Hsieh, C. M., & Lee, C. K. (2017). Examining Chinese college students’ intention to travel to Japan using the extended theory of planned behavior: Testing destination image and the mediating role of travel constraints. Journal of Travel & Tourism Marketing, 34(1), 113-131.
Pearce, P. L., & Stringer, P. F. (1991). Psychology and tourism. Annals of tourism Research, 18(1), 136-154.
Pestana, M. H., Parreira, A., & Moutinho, L. (2020). Motivations, emotions and satisfaction: The keys to a tourism destination choice. Journal of Destination Marketing & Management, 16, 100332.
Pramod, S., & Nayak, J. K. (2018). Testing the role of tourists' emotional experiences in predicting destination image, satisfaction, and behavioral intentions: a case of wellness tourism. Tourism Management Perspectives, 28, 41-52.
Prayag, G., Hosany, S., & Odeh, K. (2013). The role of tourists' emotional experiences and satisfaction in understanding behavioral intentions. Journal of Destination Marketing & Management, 2(2), 118-127.
Prayag, G., Hosany, S., Muskat, B., & Del Chiappa, G. (2017). Understanding the relationships between tourists’ emotional experiences, perceived overall image, satisfaction, and intention to recommend. Journal of travel research, 56(1), 41-54.
Prentice, C. (2020). Enhancing the tourist experience with emotional intelligence. Tourism Review.
Rather, R. A. (2021). Monitoring the impacts of tourism-based social media, risk perception and fear on tourist’s attitude and revisiting behaviour in the wake of COVID-19 pandemic. Current Issues in Tourism, 24(23), 3275-3283.
Rosenberg, E. L. (1998). Levels of analysis and the organization of affect. Review of general psychology, 2(3), 247-270.
Santos, V. R., Ramos, P., & Almeida, N. (2017). The relationship between involvement, destination emotions and place attachment in the Porto wine cellars. International Journal of Wine Business Research.
Seong, B. H., & Hong, C. Y. (2021). Does risk awareness of COVID-19 affect visits to national parks? Analyzing the tourist decision-making process using the theory of planned behavior. International Journal of Environmental Research and Public Health, 18(10), 5081.
Shen, S. (2009). Visitors' Intention to Visit World Cultural Heritage Sites: Empirical Evidence from the Cases of Cologne and Suzhou (Doctoral dissertation, Universität zu Köln).
Soliman, M. (2021). Extending the theory of planned behavior to predict tourism destination revisit intention. International Journal of Hospitality & Tourism Administration, 22(5), 524-549.
Ulker-Demirel, E., & Ciftci, G. (2020). A systematic literature review of the theory of planned behavior in tourism, leisure and hospitality management research. Journal of Hospitality and Tourism Management, 43, 209-219.
UNWTO (2016). Global report on the power of youth travel – Affiliate members report. Volume 13.
Wang, S., Wu, L., & Lee, S. (2018). Role of dispositional aspects of self-identity in the process of planned behavior of outbound travel. Journal of Vacation Marketing, 24(2), 187-199.
Wang, L., Wong, P. P. W., & Zhang, Q. (2021). Travellers’ destination choice among university students in China amid COVID-19: extending the theory of planned behaviour. Tourism Review.
Yang, S., Mohd Isa, S., & Ramayah, T. (2020). A theoretical framework to explain the impact of destination personality, self-congruity, and tourists’ emotional experience on behavioral intention. Sage Open, 10(4), 2158244020983313.
Ye, S., Soutar, G. N., Sneddon, J. N., & Lee, J. A. (2017). Personal values and the theory of planned behaviour: A study of values and holiday trade-offs in young adults. Tourism Management, 62, 107-109.
Published
2023-08-31
How to Cite
THI QUYNH NGA, Vo.
The Role of Destination Emotion in Domestic Destination Choice Intention of Students: Preliminary Testing of Scale.
Asian Journal of Behavioural Sciences, [S.l.], v. 5, n. 2, p. 12-24, aug. 2023.
ISSN 2710-5865.
Available at: <https://myjms.mohe.gov.my/index.php/ajbs/article/view/23835>. Date accessed: 09 sep. 2024.
Section
Articles
