FACTORS AFFECTING MILLENNIAL GENERATION'S INTENTION TO CHOOSE SPIRITUAL TOURISM IN VIETNAM: THE MEDIATING ROLE OF ATTITUDE AND MOTIVATION

The study focuses on analyzing factors that influence the Millennial generation's intention to choose spiritual tourism and determining the mediating role of attitude and motivation in this relationship. Based on the theory of planned behavior, theories of motivation and basic human value theory, the study has identified 3 factors: Tourism destination image, spiritual belief and reference groups influence the Millennial generation's intention to choose spiritual tourism. A survey based on a sample of 287 domestic and international tourists of the Millennial generation participating in travel experiences at spiritual tourist destinations in Vietnam. After collecting data, SmartPLS software is used to test the relationships of the research model. Research results show that all three factors influence the Millennial generation's intention to travel spiritually and confirm the mediating role of attitude and motivation in this relationship.