NGHIÊN CỨU Ý ĐỊNH LỰA CHỌN KHÁCH SẠN XANH CỦA DU KHÁCH KHI ĐẾN ĐÀ NẴNG SỬ DỤNG LÝ THUYẾT HÀNH VI DỰ ĐỊNH (TPB)

Abstract

Nghiên cứu này là nghiên cứu đầu tiên sử dụng lý thuyết hành vi dự định (Theory of Planned Behaviour - TPB) để xem xét các yếu tố ảnh hưởng đến ý định lựa chọn khách sạn xanh của du khách trong trường hợp Việt Nam, cụ thể là Đà Nẵng. Kết quả khảo sát với 204 người tiêu dùng, được phân tích sử dụng mô hình phương trình cấu trúc tuyến tính (Structural Equation Modeling - SEM) cho thấy ba yếu tố “Thái độ đối với việc lựa chọn khách sạn xanh”, “Chuẩn mực chủ quan lựa chọn khách sạn xanh”, và “Nhận thức kiểm soát hành vi lựa chọn khách sạn xanh” có ảnh hưởng tích cực đến ý định sử dụng khách sạn xanh của du khách.

https://doi.org/10.26459/hueunijed.v129i5C.5999

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