Mối quan hệ giữa đặc trưng điểm đến, sự tương đồng, chuẩn chủ quan và ý định lựa chọn điểm đến (Nghiên cứu trường hợp tại Phú Quốc)

Abstract

This study explores the factors influencing tourists’ intention to choose Phu Quoc, a prominenttourist destination in Kien Giang, Vietnam. The predictive variables include destination personality,self-congruity, and subjective norms. A total of 548 valid questionnaires were collected and analyzed usingStructural Equation Modeling (SEM) to test the proposed hypotheses. The results reveal that self-congruity,destination personality, and subjective norms exert a significant effect on tourists’ intention to visit.Furthermore, destination personality influences self-congruity, which, in turn, affects subjective norms. These findings make a valuable contribution to academic research in tourism by providing insights fordestination management strategies.