ỨNG DỤNG KHUNG LÝ THUYẾT TPB TRONG ĐỀ XUẤT MÔ HÌNH NGHIÊN CỨU CÁC YẾU TỐ ẢNH HƯỞNG ĐẾN Ý ĐỊNH LỰA CHỌN ĐIỂM ĐẾN CỦA DU KHÁCH NỘI ĐỊA TRONG BỐI CẢNH HẬU COVID-19

Trần Thu Phương, Bùi Hà Linh, Phạm Thị Thanh Hoan

doi:10.59266/houjs.2023.335

Các tác giả

Trần Thu Phương, Bùi Hà Linh, Phạm Thị Thanh Hoan

DOI:

https://doi.org/10.59266/houjs.2023.335

Từ khóa:

Ý định hành vi, Ý định lựa chọn điểm đến, hậu Covid-19

Tóm tắt

Mục tiêu của nghiên cứu là đề xuất được mô hình nghiên cứu các yêu tố ảnh hưởng đến ý định lựa chọn điểm đến của du khách nội địa rong bối cảnh hậu Covid-19. Để đạt được mục tiêu đã đề ra, nghiên cứu sử dụng phương pháp nghiên cứu tại bàn và phương pháp phỏng vấn sâu các chuyên gia trong ngành du lịch để xác định các yếu tố ảnh hưởng đến ý định lựa chọn điểm đến của du khách nội địa dựa trên mô hình lý thuyết hành vi có kế hoaạch (TPB). Từ đây, nghiên cứu đề xuất mô hình với 5 yếu tố bao gồm Thái độ, Chuẩn chủ quan, Nhận thức kiểm soát hành vi, Rủi ro cảm nhận được, Ý thức về sức khoẻ và 8 giả thuyết về sự tác động của các yếu tố này đến ý định lựa chọn điểm đến của du khách trong bối cảnh hậu Covid-19.

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