PROPOSING RESEARCH MODEL ON FACTORS AFFECTING THE INTENTION TO CHOOSE WELLNESS TOURISM DESTINATIONS IN VIETNAM

Abstract

According to the Global Wellness Tourism Economy report (2017), wellness tourism is referred to as a type of tourism associated with maintaining or enhancing an individual's personal wellness. Vietnam has significant potential to develop wellness tourism. However, this type of tourism has not yet effectively attracted domestic tourists. This article synthesizes and proposes a research model on factors affecting the intention to choose wellness tourism destinations in Vietnam. The proposed research model includes 06 independent variables: Attitude, Subjective Norms, Perceived Behavioral Control, Destination Image, Electronic Word-of-Mouth and Perceived Risk along with 01 dependent variable which is Intention to choose wellness tourism destinations.