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Antecedents influence choosing tourism destination post-COVID-19: young people case

Minh Le (University of Economics Ho Chi Minh City (UEH), Ho Chi Minh City, Vietnam)
Dat Phung (University of Economics Ho Chi Minh City (UEH), Ho Chi Minh City, Vietnam)
Mai Quynh Vu (University of Economics Ho Chi Minh City (UEH), Ho Chi Minh City, Vietnam)
Phung Diep (University of Economics Ho Chi Minh City (UEH), Ho Chi Minh City, Vietnam)
Yen Tran (University of Economics Ho Chi Minh City (UEH), Ho Chi Minh City, Vietnam)
Chi Nguyen (University of Economics Ho Chi Minh City (UEH), Ho Chi Minh City, Vietnam)

Journal of Hospitality and Tourism Insights

ISSN: 2514-9792

Article publication date: 7 December 2022

60

Abstract

Purpose

This study aims to extend the theory of planned behavior (TPB) model with additional factors such as perceived risk, knowledge of COVID-19, social media reviews, destination image and past experience to analyze what influences the travel destination intentions of young people.

Design/methodology/approach

An online survey of young people was conducted, and SPSS 20.0 and Smart-PLS (Partial Least Squares) 3.0 software were used to evaluate the measurement and structural models.

Findings

The study uses the extended TPB (Ajzen, 1991) to build on the factors affecting the selection of tourist destinations in relation to the risk perception of COVID-19, past experiences and images of destinations when traveling after the pandemic.

Research limitations/implications

This study demonstrates the feasibility of applying the TPB framework and protection motivation theory (PMT) elements to people planning to visit a travel destination in the immediate wake of a public health emergency such as the COVID-19 pandemic. It explains the factors influencing tourists' intentions to visit during and after the pandemic. COVID-19 awareness and previous travel experiences influence post-pandemic travel decisions.

Practical implications

This research result will help build motivation and confidence for local tourism businesses regarding the rapid recovery of the industry among young people. However, businesses need to vigorously promote safety and adapt tourism services to suit the new post-pandemic situation.

Social implications

The results of this study can help tourism businesses understand why young people may be hesitant to come to their localities for tourism so they can come up with a suitable development strategy to attract tourists.

Originality/value

This study expands on the framework of the TPB to explore additional factors that positively influence youth travel, and the barriers that concern them. It also provides data on the novel context of tourism in the post-pandemic era.

Keywords

Acknowledgements

The authors thank the four anonymous reviewers and Prof. Osman M. Karatepe Senior Associate Editor, Journal of Hospitality and Tourism Insights for their insightful comments and guidance for improving the paper.

Funding: This work was supported by University of Economics Ho Chi Minh City (UEH), Vietnam.

Data availability statement: The data that has been used is confidential.

Declaration of interests statement: The authors declare no conflict of interest.

Citation

Le, M., Phung, D., Vu, M.Q., Diep, P., Tran, Y. and Nguyen, C. (2022), "Antecedents influence choosing tourism destination post-COVID-19: young people case", Journal of Hospitality and Tourism Insights, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JHTI-04-2022-0146

Publisher

:

Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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