Applying theory of planned behaviour in researching tourists’ behaviour: The case of Hoi An World Cultural Heritage site, Vietnam

The study’s aim was to apply the Theory of Planned Behaviour (TPB) in researching tourists behaviour. The research model included 7 constructs in that it integrated tourism products as a formative variable and satisfaction as an intermediary variable. 420 questionnaires were distributed to international tourists at different tourism locations in Hoi An City in Vietnam. A total of 400 questionnaires were returned and analysed by using Smart PLS software. The bootstrapping procedure was used to assess the significance and relevance of the structural model relationship. The effect size of the constructs as TP and BI on the endogenous latent variable ABE are 0.073 and 1.480, therefore, the omitted constructs have a substantive impact on the endogenous construct. This study explored the role of tourism product construct in shapping behavioural intention and actual behaviour. This study analyzed the significance of the indirect effect of Satisfaction on Actual Behaviour via the mediator variable (Behavioural Intention) and Behavioural Intention served as mediator variable in the relationship between Satisfaction and Actual Behaviour. Using IPMA, the study also ascertained that Tourism Product and Behavioural Intention are the two highest important factors in determining the Actual Behaviour of international tourists, this is due to their higher importance values compared to other latent variables.