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Understanding Tourists’ Behavioral Intention and Destination Support in Post-pandemic Recovery: The Case of the Vietnamese Domestic Market

Author

Listed:
  • Long Hai Duong

    (Department of Global Hospitality and Tourism Management, Kyung Hee University, Seoul 130-701, Korea)

  • Quyet Dinh Phan

    (Department of External Affairs and Communication, Thuongmai University, Hanoi 122868, Vietnam)

  • Tung Thanh Nguyen

    (School of Tourism, Kien Giang College, Rach Gia 920000, Vietnam)

  • Da Van Huynh

    (School of Social Sciences and Humanities, Can Tho University, Can Tho 900000, Vietnam)

  • Thong Tri Truong

    (School of Tourism, Kien Giang College, Rach Gia 920000, Vietnam)

  • Khanh Quoc Duong

    (School of Tourism and Hospitality Management, Royal Roads University, Victoria, BC V9B 5Y2, Canada)

Abstract

Many countries have recently strived to accelerate the tourism recovery process by restarting their tourism industry despite the unprecedented risks of the COVID-19 crisis. Noticeably, several tourism destinations have experienced an impressive revitalization of both domestic and international tourist arrivals right after lifting all social distance restrictions. However, little is known about how a tourist destination may revive from the pandemic and to what extent tourists are willing to support a destination recovery. This study, therefore, aims to examine factors influencing the travel demand of domestic tourism and tourists’ willingness to support a destination recovery in new normal conditions. The Partial Least Square-Structural Equation Modeling was employed to predict the structural model derived from a sample size of 695 valid questionnaires. The results indicate that there is a significant improvement in domestic tourists’ travel intention and their willingness to support the post-pandemic destination revival. It is interesting to learn that the destination health risk image is no longer a critical determinant to tourists’ travel plans, while other factors including attitude, monetary promotion, and social media significantly influence their travel intention and support of tourism destination re-opening in new normal conditions. Theoretically, this study generates important contributions to post-disaster crisis management and predicting tourists’ behavioral intentions that may influence tourism destination recovery prospects. Practically, the study also provides several important implications to rebuild the domestic tourism industry in a more resilient way against future pandemic challenges.

Suggested Citation

  • Long Hai Duong & Quyet Dinh Phan & Tung Thanh Nguyen & Da Van Huynh & Thong Tri Truong & Khanh Quoc Duong, 2022. "Understanding Tourists’ Behavioral Intention and Destination Support in Post-pandemic Recovery: The Case of the Vietnamese Domestic Market," Sustainability, MDPI, vol. 14(16), pages 1-17, August.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:16:p:9969-:d:886343
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    References listed on IDEAS

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    2. Ebru Gozen & Aylin Aktas Alan & Emel Celep & Gozde Seval Ergun & Ozgur Yayla & Huseyin Keles & Arif Aytekin, 2023. "How Does Destination Experience Value Affect Brand Value and Behavioral Intention? The Moderator Role of Self Congruity," Sustainability, MDPI, vol. 15(18), pages 1-19, September.

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