Understanding the intention to revisit Ha Long Bay by expanding the theory of planned behaviour

Abstract

This study aims to explore the factors influencing Vietnamese people’s intention to revisit Ha Long Bay. The proposed model of this study is based on the theory of planned behavior (TPB) and extends it with additional variables, including perceived service quality, value, and risk. The study applied a cross-sectional approach to data collection. Data were collected by conducting a field survey questionnaire on 406 respondents, and the data obtained from the survey were analyzed using SPSS 20.0 software. Research results show that perceived value, perceived service quality, attitude, subjective norms, and perceived behavior control significantly influence tourists’ intention to return. In contrast, perceived risk negatively affects people’s intention to return to Ha Long Bay. The research results are the foundation to help tourism managers and businesses develop appropriate strategies to attract tourists to revisit Ha Long Bay.