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Do we pay based on our past travel experience? A moderated mediation model of tourists’ willingness to pay

Le Nguyen Hoang (Faculty of International Economics, Ho Chi Minh University of Banking, Ho Chi Minh City, Vietnam)
Le Thanh Tung (Policy and Applied Economics Research Group, Faculty of Economics and Public Management, Ho Chi Minh City Open University, Ho Chi Minh City, Vietnam)

Journal of Advances in Management Research

ISSN: 0972-7981

Article publication date: 25 September 2024

48

Abstract

Purpose

This study aims to test the first and second-stage moderating effects of tourists’ past travel experiences on the relationships between national responses, destination trust and tourists’ willingness to pay in the post-pandemic recovery era.

Design/methodology/approach

The proposed model was tested with a sample of 398 tourists in Vietnam. The path analysis was applied to investigate the mediating and moderating effects.

Findings

The findings emphasise the mediating effect of destination trust in the relationships between national responses and tourists’ willingness to pay. With the moderating effect of past travel experience, all the first-stage indirect effects are significant, but the second-stage indirect effects are significant only at a high level of past travel experience.

Originality/value

This study provides theoretical implications for solving the puzzle about the paradox of trust in the government’s responses in the post-pandemic era. Practical implications for destination marketing organisations in the post-pandemic recovery era are then discussed.

Keywords

Citation

Hoang, L.N. and Tung, L.T. (2024), "Do we pay based on our past travel experience? A moderated mediation model of tourists’ willingness to pay", Journal of Advances in Management Research, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JAMR-02-2024-0035

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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