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- 검색키워드
- 저자 : BUI NGOC ANH (검색결과 2 건)
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BUI NGOC ANH 세종대학교 대학원 2020 국내석사
In Vietnam, adventure tourism is a promising market which defined as a trip combined of travel, sport and outdoor recreation. Adventure tourism is divided into two subgroups based on the level of risk: soft adventure tourism refers to lowest risk activities whereas hard adventure tourism (hardy tourism) contains high risk and requires skills and sometimes heavy physical activities from participants. This study attempts to investigate the antecedents influencing Vietnamese adventure tourist’s intention to participate in Hard adventure tours. This research extends the Model of goal-directed behavior by adding two new variables named social media consumption and hardy tourism knowledge to examine how the participation in social media and understanding of hard adventure tourism product could impact tourist’s decision-making process. Carrying out the survey with the population for this study is Vietnamese tourists, including those who have been or have not been participated in a hard adventure tour, the sample consisted of 441 questionnaires in total, 307 of those are usable responses after calculating and screening process. Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) was used to analyze data, identify the best-fitting model and to test the proposed hypothesis relationship constructs. The result showed that desire and frequency of past behavior are two very important antecedents for behavior intention for Vietnamese hard adventure tourists. However, unlike previous researches, perceived behavioral control has no effect on behavior intention in Vietnam. The constructs of attitude, positive anticipated emotion, perceived behavioral control and hardy tourism knowledge play important roles to explain the variable of desire. In contrary, negative anticipated emotion and subjective norm have no relationship with desire. Positive anticipated emotion and hardy tourism knowledge had great influence on attitude. Frequency of past behavior had positive effect on social media consumption and social media consumption also have positive effect on hardy tourism knowledge. In conclusion, this study gives a deeper understanding about Vietnamese hardy tourists’ behavior intention under the involvement of social media.
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