FACTORS AFFECTING THE DECISION OF SELECTING A DESTINATION FOR INTERNATIONAL TOURISTS AT THE HOI AN WORLD CULTURAL HERITAGE SITE

Abstract

The paper aims to study the factors affecting the decision of international tourists to choose a tourism destination at Hoi An World Cultural Heritage Site. Based on the theory of intended behavior integrates new factors: Tourism products; Destination image; and Perceived risk. The research results show that: Using the Theory of Intended Behavior (TPB) with integration with 03 new components in the study of destination choice decisions of international visitors at the Hoi An World Cultural Heritage Site is appropriate; The model achieves composite reliability, discriminant, and extracted variance. The empirical model reached a high level of explaining the variation of variance and the predictive power reached a medium level; Two intermediate structures have been identified in the model, namely Attitude and Destination Image; Affirming the importance of structures has a strong influence on the decision structure of tourist destination selection, namely, perceived risk, social influence, image, and tourism product.