The Effects of Personal Values on Responsible Tourism Behavioral Intention: A Case Study of the Dong Thap Muoi Region

Keywords

personal values
tourist behavior
responsible tourism
the Dong Thap Muoi region giá trị cá nhân
hành vi du lịch
du lịch có trách nhiệm
Đồng Tháp Mười

Abstract

Responsible tourism is being developed as a vital product by many destinations all over the world. This study combines two foundational theories, the Theory of Reasoned Action and the Push & Pull Theory, to measure the impact of personal values on travelers’ attitudes towards responsible travel and determine the relationships between factors in the model. This study conducted a survey of 222 respondents at tourist sites in the Dong Thap Muoi region. The authors utilized the exploratory factor analysis (EFA) method and tested the hypothesis using a linear structural model approach with SmartPLS 4.0 software. The findings show that personal values (particularly intrinsic values) positively influence travelers’ motivation and behavior towards responsible tourism. Meanwhile, the study also found that internal personal values have an indirect impact on responsible travel behavioral intention through two intermediate variables: travel motivation and tourist attitudes.

https://doi.org/10.26459/hueunijed.v133i5A.7287

References

  1. Najadha, F. (2003), Book Review: Cultures and Organizations: Software of the mind (Revised Third Edition), International Journal of Social Research & Innovation, 2019, 3(1).
  2. Hills, M. (2003), Fan cultures, Routledge.
  3. Li, M., Cai, L. A., and Qiu, S. (2016), A Value, Affective Attitude, and Tourist Behavioral Intention Model, Journal of China Tourism Research, 12(2), 179–195.
  4. Chiu, Y. T. H., Lee, W. -I., and Chen, T. H. (2014), Environmentally responsible behavior in ecotourism: Antecedents and implications, Tourism management, 40, 321–329.
  5. Nguyễn Thị Thanh Nga & cs. (2023), Đánh giá mối tương quan giữa thực hành du lịch có trách nhiệm và hành vi dự định du lịch có trách nhiệm của khách du lịch, Tạp chí Khoa học Đại học cần Thơ, 59(2), 211–220.
  6. Hoàng Thị Diệu Thuý & cs. (2023), Nghiên cứu ý định hành vi du lịch có trách nhiệm của khách du lịch nội địa thế hệ Z tại Việt Nam, Tạp chí Khoa học Đại học Huế: Kinh tế và Phát triển, 132(5A), 255–278.
  7. Goodwin, H. and Francis, J. (2003), Ethical and responsible tourism: Consumer trends in the UK, Journal of Vacation Marketing, 9(3), 271–284.
  8. Weber, J. (2017), Discovering the millennials’ personal values orientation: A comparison to two managerial populations, Journal of Business Ethics, 143, 517–529.
  9. Kahle, L. (1983), Social Values and Social Change: Adaptation to Life in America, New York: Praeger.
  10. Lee, T. H., Jan, F. H., and Yang, C. C. (2013), Conceptualizing and measuring environmentally responsible behaviors from the perspective of community-based tourists, Tourism Management, 36, 454–468.
  11. Grimwood, B. S., et al. (2015), Responsibility in tourism: A discursive analysis, Annals of Tourism Research, 50, 22–38.
  12. Mihalic, T. (2016), Sustainable-responsible tourism discourse–Towards ‘responsible tourism, Journal of cleaner production, 111, 461–470.
  13. Dann, G. M. (1977), Anomie, ego-enhancement and tourism, Annals of tourism research, 4(4), 184–194.
  14. Stinson, J. L., Matsuura, Y., and Kahle, L. R. (2015), Personality and personal values in travel destination in Assessing the Different Roles of Marketing Theory and Practice in the Jaws of Economic Uncertainty: Proceedings of the 2004 Academy of Marketing Science (AMS), Annual Conference, Springer.
  15. Madrigal, R. (1995), Personal values, traveler personality type, and leisure travel style, Journal of Leisure research, 27(2), 125–142.
  16. Gnoth, J. (1997), Tourism Motivation and Expectation Formation, Annals of Tourism Research, 24(2), 283–304.
  17. Ateljevic, I. (1997), Tourist motivation, values and perceptions, Tourist experience, Cassell, London.
  18. Kahle, L. R. (1983), Social values and social change: Adaptation to life in America.
  19. Rohan, M. J. (2000), A rose by any name? The values construct, Personality and social psychology review, 4(3), 255–277.
  20. Rokeach, M. (1973), The nature of human values, Free press.
  21. Maio, G. R. and Olson, J. M. (1994), Value—attitude‐behavior relations: The moderating role of attitude functions, British journal of social psychology, 33(3), 301–312.
  22. Maio, G. R., et al. (2001), Addressing discrepancies between values and behavior: The motivating effect of reasons, Journal of Experimental Social Psychology, 37(2), 104–117.
  23. Bardi, A. and Schwartz, S. H. (2003), Values and behavior: Strength and structure of relations, Personality and social psychology bulletin, 29(10), 1207–1220.
  24. Boer, D. andFischer, R. (2013), How and when do personal values guide our attitudes and sociality? Explaining cross-cultural variability in attitude-value linkages, Psychol Bull, 139(5), 1113–47.
  25. Ajzen, I. (1991), The theory of planned behavior, Organizational Behavior and Human Decision Processes, 50(1).
  26. Jalilvand, M. R., et al. (2012), Examining the structural relationships of electronic word of mouth, destination image, tourist attitude toward destination and travel intention: An integrated approach, Journal of destination marketing & management, 1(1–2), 134–143.
  27. Hsu, C. -L. and Lin, J. C. C. (2016), Effect of perceived value and social influences on mobile app stickiness and in-app purchase intention, Technological forecasting and social change, 108, 42–53.
  28. Tsang, M. M., Ho S. -C., and Liang, T. P. (2004), Consumer attitudes toward mobile advertising: An empirical study, International journal of electronic commerce, 8(3), 65–78.
  29. Hồ Lê Thu Trang và Phan Thị Phương Thảo (2018), Ứng dụng lý thuyết hành vi theo kế hoạch phân tích ý định hành vi du lịch có trách nhiệm về bảo vệ môi trường của du khách nội địa tại thành phố Cần Thơ, Tạp chí Khoa học Đại học cần Thơ, 54(9), 211–220.
  30. Kozak, M. (2002), Comparative analysis of tourist motivations by nationality and destinations, Tourism Management, 23, 221–232.
  31. Mlozi, S., Pesamaa, O., and Haahti, A. (2013), Testing a model of destination attachment-insights from tourism in Tanzania, Tourism and hospitality management, 19(2), 165–181.
  32. Mutinda, R., and Mayaka, M. (2012), Application of destination choice model: Factors influencing domestic tourists destination choice among residents of Nairobi, Kenya, Tourism Management, 33(6), 1593–1597.
  33. Hoàng Trọng và Chu Nguyễn Mộng Ngọc (2005), Phân tích dữ liệu nghiên cứu với SPSS, Nxb. Thống Kê.
  34. Fornell, C. and Larcker, D. F. (1981), Evaluating structural equation models with unobservable variables and measurement error, Journal of marketing research, 18(1), 39–50.
  35. Li, M. and Cai, L. A. (2011), The Effects of Personal Values on Travel Motivation and Behavioral Intention, Journal of Travel Research, 51(4), 473–487.
  36. Fisher, R. A., (1922), On the interpretation of χ 2 from contingency tables, and the calculation of P, Journal of the royal statistical society, 85(1), 87–94.
  37. Gilbert, D. and Tsao, J. (2000), Exploring Chinese cultural influences and hospitality marketing relationships, International Journal of Contemporary Hospitality Management, 12(1), 45–54.
Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Copyright (c) 2024 Array