Factors affect vietnamese traveler mediating effect of attitude on the relationships between travel consciousness and travel intention based on an extended theory of planned behavior model

FACULTY OF BUSINESS AND ADMINISTRATION --- Lang Kim Hoang Factors Affect Vietnamese Traveler: Mediating Effect Of Consciousness And Travel Intention Based On An Extended Theory Of Pla

INTRODUCTION

Background information

The emergence of the new coronavirus, COVID-19, was first reported in China since late

The COVID-19 pandemic, first identified in late 2019, has had profound health, societal, and economic impacts globally, prompting unprecedented public health responses (Wen, J et al., 2021) In March 2020, the World Health Organization (WHO) declared the outbreak a pandemic, urging nations to respond decisively (Cucinotta & Vanelli, 2020) By early 2024, there have been 775 million reported cases and over 7 million deaths, with cases still rising despite the WHO declaring an end to the public health emergency of international concern (PHEIC) in May 2023 This potentially deadly disease has led to significant economic setbacks and ongoing national health challenges (Khan et al., 2020).

The global outbreak has significantly impacted industries due to legal restrictions on movement, particularly affecting the transportation and tourism sectors, which are vital to the global economy These sectors have experienced substantial operational disruptions, leading to significant customer losses, as highlighted by recent studies (Fotiadis et al., 2021; Gửssling et al., 2020).

The COVID-19 pandemic drastically impacted the tourism industry, resulting in a staggering 74% decline in international tourist arrivals and over USD 2 trillion loss in global GDP in 2020 (World Tourism Organization, 2021) This crisis led to the loss of more than 100 million direct tourism jobs and set back sector development by thirty years The Asia and Pacific region was particularly hard hit, experiencing an 84% drop in arrivals compared to pre-pandemic levels In countries like the Philippines, Indonesia, Vietnam, and Thailand, where tourism is crucial for employment and economic growth, the sector's downturn resulted in an 8.4% GDP loss as tourists canceled their travel plans (Polyzos, E et al., 2020; SEADS, 2021).

The tourism industry has been a significant contributor to Vietnam's GDP Before the COVID-19 pandemic, tourism played a crucial role in the country's economic development

In 2019, the World Travel & Tourism Council (WTTC) reported that travel and tourism contributed approximately 9.4% to Vietnam's GDP, with the tourism sector generating over 726.6 trillion VND from international tourists and 254.1 trillion VND from domestic travelers However, the COVID-19 pandemic severely impacted the industry, leading to a significant decline in tourist numbers due to health concerns and strict government measures, including travel restrictions and quarantines By 2021, Vietnam experienced a peak in confirmed COVID-19 cases, prompting further limitations on travel and large gatherings Despite these challenges, the tourism industry showed signs of recovery in 2022, with 12.6 million arrivals, a 344.2% increase from the same period in the previous year, although still 30% lower than pre-pandemic levels Domestic tourism thrived, exceeding targets with 103.2 million visitors, while outbound travel also saw a slight increase This trend indicates a growing interest in domestic travel experiences as tourists seek to explore local destinations, reflecting a shift in travel preferences post-pandemic.

The COVID-19 pandemic has significantly altered lifestyles and caused substantial economic losses, particularly impacting the tourism sector (Wen, J et al., 2021) Long-term changes in travel behavior could have lasting effects on the tourism economy The resurgence of tourists indicates a regained confidence in crisis management efforts during and after the pandemic To enhance both destination appeal and domestic tourism, it is essential to rebuild tourist trust, which is crucial for attracting foreign visitors (GlobalData, 2020) Extensive research has been conducted on traveler behavior in relation to the pandemic, focusing on forecasting methods and timeline estimation for pre- and post-COVID-19 periods.

Previous research has focused on tourism recovery models, the effects of epidemics on tourist arrivals, and shifts in tourist behavior and preferences due to the pandemic (Rahman M K et al., 2021; Shamshiripour A., 2020; Wen et al., 2020) However, tourists' willingness to visit destinations during and after the pandemic remains limited (Kim J et al., 2022) Additionally, studies have explored consumer behavior in the dining sector, particularly regarding self-protection and the influence of non-pharmaceutical interventions on international tourists' intentions to travel (Foroudi P et al., 2021; Pahrudin et al., 2021).

To effectively support tourists in their decision-making, tourism organizations need a deep understanding of travel motivation and tourist behavior, as highlighted by various authors This insight is crucial for guiding travelers and ensuring the tourism industry's success Ignoring current tourist attitudes can diminish their likelihood of returning (Jin N et al., 2015) Additionally, comprehending tourist behavior post-epidemic offers a strategic advantage to global and local tourism entities, developers, tour operators, and governments in their recovery efforts.

The Theory of Planned Behavior (TPB) is crucial for analyzing visitor behavior during and after the COVID-19 pandemic This study enhances the TPB framework by incorporating consumer consciousness factors, specifically health and price consciousness, to understand travel intentions in the post-pandemic context These findings will offer valuable insights to the academic community regarding the impact of the post-COVID-19 era on travel intentions.

This thesis investigates the factors influencing tourists' travel intentions, utilizing data from 293 respondents during the Recovery Period Employing the PLS-SEM method grounded in an extended theory of planned behavior (TPB), the study provides valuable insights into this overlooked subject Additionally, the report presents policy implications for stakeholders at both macroeconomic and microeconomic levels.

This study aims to explore the interplay between traveler consciousness, health consciousness, price consciousness, and travel intentions in the post-pandemic context of Vietnam By focusing on how these two variables integrate with the Theory of Planned Behavior (TPB) framework, the research seeks to understand their impact on Vietnamese travelers' intentions to travel abroad.

This study will employ a quantitative research methodology to gather data from a sample of citizens in Ho Chi Minh City through survey questionnaires The research aims to identify the key factors influencing travel intentions to foreign countries among Vietnamese citizens and to develop strategies that facilitate international travel, ultimately boosting travel demand.

This study focuses exclusively on the tourism industry in Vietnam, omitting other sectors and countries It aims to assess the impact of price consciousness, health consciousness, Theory of Planned Behavior (TPB) factors, and travel intent, while deliberately excluding other variables that could affect customer behavior.

Based on the objectives set out, the research focuses on answering the following 3 questions:

1 How do consumer consciousness and TPB model affect future outbound travel intention in the context of post-pandemic? 2 What is the relative importance of Traveler Consciousness and Attitude in determining customer repurchase intention in e-commerce?

3 How can travel/tourism companies adapt and enhance traveler consciousness to increase travel intention?

This research employs quantitative methods to gather data through questionnaires aimed at understanding Ho Chi Minh City residents' intentions to travel abroad in the post-COVID-19 context The survey will assess factors such as traveler consciousness, attitudes, subjective norms, and perceived behavioral control Statistical analyses, including reliability testing, discriminant validity, convergent validity, and path coefficient analysis, will be conducted on the collected data The findings will reveal how traveler consciousness—encompassing price and health considerations—affects travel intentions, particularly through the influence of attitudes within the Theory of Planned Behavior (TPB) framework These insights will inform travel booking platforms and service providers, enabling them to enhance tourism quality and customer experience, ultimately stimulating tourism demand.

This article explores the influence of traveler consciousness and the theory of planned behavior on customers' intentions to travel abroad, aiming to enhance profitability for businesses and booking platforms By analyzing these factors, the study seeks to identify solutions that can boost travel demand and understand the direct and indirect impacts on post-pandemic travel intentions The findings will assist businesses in formulating effective strategies and developing contingency plans for future risks.

Research objectives and scope

This thesis investigates the factors influencing tourists' travel intentions during the Recovery Period, utilizing data from 293 respondents By employing the PLS-SEM method grounded in an extended Theory of Planned Behavior (TPB), the study provides valuable insights into this often-overlooked topic Additionally, the report presents policy implications for stakeholders at both macroeconomic and microeconomic levels.

This study examines the interplay between traveler consciousness, health consciousness, price consciousness, and travel intentions, aiming to enhance the theory of planned behavior in the post-pandemic context of Vietnam It focuses on how these two variables, in conjunction with the foundational elements of the TPB framework, influence the intent to travel abroad from the perspective of Vietnamese travelers.

This study will employ a quantitative research methodology to gather data through survey questionnaires from citizens in Ho Chi Minh City The research aims to identify the key factors influencing travel intentions to foreign countries among Vietnamese travelers and to develop strategies that facilitate international travel, thereby boosting travel demand.

This study focuses exclusively on the tourism industry in Vietnam, intentionally excluding other sectors and countries It aims to assess the impact of price consciousness, health consciousness, and the Theory of Planned Behavior (TPB) factors on travel intent, without exploring additional variables that could affect customer behavior.

Research Questions

Based on the objectives set out, the research focuses on answering the following 3 questions:

1 How do consumer consciousness and TPB model affect future outbound travel intention in the context of post-pandemic? 2 What is the relative importance of Traveler Consciousness and Attitude in determining customer repurchase intention in e-commerce?

3 How can travel/tourism companies adapt and enhance traveler consciousness to increase travel intention?

Research Methodology

This research employs quantitative methods, utilizing questionnaires to gather data on Ho Chi Minh City residents' intentions to travel abroad, particularly in the post-COVID-19 context The survey will explore factors such as traveler consciousness, attitudes, subjective norms, and perceived behavioral control Statistical analyses, including reliability testing, discriminant validity, convergent validity, and path coefficient analysis, will be conducted on the collected data The findings will assess the influence of traveler consciousness—encompassing price and health considerations—on travel intentions, mediated by attitudes within the Theory of Planned Behavior (TPB) framework These insights will inform travel booking platforms and service providers, enabling them to enhance tourism quality and customer experiences, thereby stimulating demand in the tourism sector.

Research Purpose

This article explores the influence of traveler consciousness and the theoretical framework of planned behavior on consumers' intentions to travel abroad, aiming to enhance profitability for businesses and booking platforms By analyzing these factors, the study seeks to identify solutions that can boost travel demand while also understanding the direct and indirect effects of post-pandemic travel intentions This insight will enable businesses to formulate effective strategies and develop contingency plans for potential future risks.

In the post-pandemic landscape, grasping traveler consciousness and its effect on travel intentions is crucial for the recovery of the travel industry By pinpointing the key factors that affect travelers' readiness to travel again, industry stakeholders can develop targeted strategies to boost demand, restore consumer confidence, and aid in the revitalization of the tourism sector.

Demographic characteristics, travel patterns, and traveler requirements vary across markets and are subject to change This article explores how the travel consciousness of Vietnamese tourists influences their intentions for outbound travel.

The research is arranged in following sections:

This chapter presents reasons of choosing topic, research aims, scope of research, and purpose of study and research structure

This chapter summarizes and access to prior theories, research related to the topic, previous research findings, and their limitations From there, the author proposed research models, research hypothesis

In this chapter, the author describes research methodology, the research process, and the measurement scale to test the hypothesis from proposed research model

In this chapter, the author analyzes the data obtained from practical surveys, presents the results and draws conclusions on the results

This chapter discusses theoretical implications and managerial implications, at the same time, it also points out the limitation of the research

2.1 An overview of Tourism Sector in Post Covid-19 context

Tourism involves individuals traveling for personal, commercial, or professional purposes for less than a year and typically not exceeding 24 hours Domestic tourism specifically refers to residents traveling within their own country It serves as a crucial driver of economic activity in many nations However, the COVID-19 pandemic has severely disrupted global economic activities, significantly impacting the tourism industry both worldwide and in specific regions, leading to a dramatic decline in travel demand of 80-90% in numerous cities.

S et al., 2020) Due to ongoing limitations on global travel caused by the COVID-19 pandemic, the United Nations World Tourism Organization (UNWTO) released a report focusing on the potential of local tourism According to the survey, the number of tourists in the domestic tourism sector is six times greater than the number of tourists in the foreign market Currently, it plays a pivotal role in effectively controlling the impacts of the pandemic (World Tourism Organization, 2020)

The COVID-19 pandemic has profoundly impacted outbound tourism, prompting researchers to examine its adverse effects, particularly the psychological repercussions on tourists' intentions and experiences (Liu Y et al., 2021; Anantamongkolkul C., 2021; Falahuddin A F., 2020) Studies reveal a shift in travel preferences, with Korean tourists favoring closer destinations and those with social distancing measures (Sohn et al., 2021) Similarly, Polish travelers have adjusted their behaviors by avoiding crowded places and adhering to local sanitary regulations (Balirska and Olejniczak, 2021) Despite significant changes in visitor behaviors due to the pandemic, there is a notable scarcity of research focused on the impact of COVID-19 on tourism in Thailand (Chansuk et al., 2022) This study aims to explore the effects of the pandemic on outbound tourism preferences post-crisis, providing valuable insights for multinational tourism businesses to develop effective strategies in response to these changes.

Tourists are increasingly concerned about potential travel hazards, leading them to avoid certain areas (Hanafiah et al., 2021) Uncertainty regarding local conditions and the ongoing risks associated with the COVID-19 virus further complicate travel decisions (Liu et al., 2021) Additionally, the anxiety stemming from the pandemic, coupled with movement control restrictions and unclear lockdown protocols, has profoundly influenced tourists' behaviors, making them hesitant to travel (Moya Calderón, M., 2022; Khan S.).

The COVID-19 pandemic has significantly altered tourist behavior, primarily due to limited awareness of the virus, the adoption of new standard operating procedures (SOPs), and restrictions on social activities (Wen et al., 2021; Zheng et al., 2021).

Consistent with prior research on tourism disasters, travelers are more likely to resume traveling after a disaster occurs (Azhar M et al., 2023; Yao Y et al., 2023; Kim E et al.,

In recent studies, researchers have identified a link between rising health concerns and changes in tourism demand During health crises, tourists are increasingly favoring shorter road trips to minimize interactions with others Additionally, there is a noticeable shift towards outdoor activities, a stronger focus on cleanliness standards, and a growing interest in ecotourism and environmentally sustainable destinations.

2.2 Factors affecting Travel intention post-pandemic

Theory of Planned Behaviour (TPB) and Travel Intention

The Theory of Planned Behavior (TPB) is a crucial framework in social psychology that elucidates individual behavior, particularly focusing on the intention stage It has been effectively applied across diverse fields, including marketing, health, and tourism, to gain insights into human behavior Evolving from the earlier Theory of Reasoned Action (TRA) developed by Ajzen and Fishbein, TPB serves as a powerful predictive tool for understanding human intentions and actions.

The Theory of Planned Behavior (TPB), proposed by Ajzen in 1991, emphasizes the significance of attitude, subjective norms, and perceived behavioral control in shaping behavioral intentions, which subsequently influence actual behavior While the TPB model has proven effective in predicting tourists' intentions, some researchers, including Juschten et al (2019), argue that its explanatory power remains limited To enhance the model's effectiveness, scholars like Yuzhanin and Fisher (2016) suggest integrating additional concepts relevant to the tourism context Ajzen (2020) notes that the TPB framework can accommodate new predictive variables if they significantly account for variations in intention beyond existing factors This study aims to improve the TPB's explanatory capacity by incorporating health consciousness as a key variable, as supported by recent research (Hanfiah M et al., 2022; Wen et al., 2021; Han H et al.).

2020; Park J et al., 2017), and price consciousness (Agag G et al., 2022; Wang M et al.,

Compensatory Travel Post COVID-19: Cognitive and Emotional Effects of Risk Perception (Kim et al., 2021)

The authors investigate compensatory travel during the COVID-19 pandemic, focusing on how perceptions of COVID-19 risks shape individuals' travel intentions Utilizing a mixed-method approach of interviews and surveys, the study uncovers tourists' complex feelings towards international travel during this time It introduces a model that illustrates the dual-processing mechanism where individuals both suppress and accelerate their travel desires This model highlights the intricate decision-making processes of travelers and the challenges faced by the tourism industry Despite significant obstacles like travel restrictions and heightened risk awareness, a strong demand for international travel persists, emphasizing the need to understand these dynamics for the recovery and sustainability of travel organizations post-pandemic The research also highlights the importance of theoretical frameworks and empirical studies in understanding tourist attitudes and behaviors in the context of COVID-19, providing valuable insights for academics and industry professionals.

Factors influencing Chinese residents' post-pandemic outbound travel intentions: an extended theory of planned behavior model based on the perception of COVID-19 (Liu et al., 2021)

A study by Liu (2021) examines the factors influencing travel intentions among Chinese residents during major public health emergencies like the COVID-19 pandemic, utilizing an extended Theory of Planned Behavior (eTPB) model The research, which analyzed 432 valid responses from online and paper-based surveys using structural equation modeling, found that overall travel intentions were low during the pandemic, with personal attitudes being the most significant predictor This finding contrasts with some previous studies while supporting others, highlighting the impact of pandemic-related fears on attitudes Additionally, the study reveals a positive relationship between past outbound travel behavior and current travel intentions, emphasizing the role of habit formation It also indicates that perceptions of COVID-19 affect travel intentions both directly and indirectly, with non-pharmaceutical interventions serving as mediators Furthermore, risk tolerance is identified as a moderator that lessens the negative effects of COVID-19 perceptions, suggesting that tourists with higher risk tolerance may be more inclined toward adventurous travel.

I'm afraid to travel! Investigating the effect of perceived health risk on Malaysian travellers' post-pandemic perception and Travel intention (Hanafiah et al., 2021)

Hanafiah et al (2021) examine the relationship between perceived risk, attitudes, and travel intentions through a combined Perceived Risk and Theory of Planned Behavior (TPB) model Their research highlights how health risk perceptions significantly impact tourists' travel decisions during the COVID-19 pandemic, stressing the importance of social norms and perceived behavioral control The findings suggest that effective post-pandemic tourism recovery strategies must adapt to changing traveler behaviors and preferences The study calls for innovation and flexibility within the tourism sector to thrive in the new normal and ensure long-term sustainability.

Using factor analyses to understand the post-pandemic travel behavior in domestic tourism through a questionnaire survey (Chansuk C et al., 2022)

Chansuk C et al (2022) examine the effects of the COVID-19 pandemic on domestic tourism in Thailand, highlighting shifts in travel behavior and the factors that shape post-pandemic travel intentions among Thai tourists.

LITERATURE REVIEW

Factors affecting Travel Intention Post Pandemic

Theory of Planned Behaviour (TPB) and Travel Intention

The Theory of Planned Behavior (TPB) provides insights into individual behavior, particularly focusing on the intention stage, and is widely applicable in fields like marketing, health, and tourism to analyze human actions As a significant framework within social psychology, TPB serves as a predictive tool for understanding human intentions and behaviors, building on the foundations laid by the Theory of Reasoned Action (TRA) developed by Ajzen and Fishbein.

The Theory of Planned Behavior (TPB), proposed by Ajzen in 1991, emphasizes the roles of attitude, subjective norms, and perceived behavioral control in shaping behavioral intentions While the TPB has proven effective in predicting tourists' intentions, some researchers argue that it lacks comprehensive explanatory power, suggesting the need for additional variables relevant to specific tourist contexts (Juschten et al., 2019; Yuzhanin and Fisher, 2016) Ajzen (2020) noted that if new variables significantly account for variations in intention beyond existing ones, the TPB can accommodate these additional predictors Recent studies have sought to enhance the TPB framework by integrating concepts such as health consciousness (Hanfiah M et al., 2022; Wen et al., 2021; Han H et al., 2021) to improve its explanatory capacity in tourism research.

2020; Park J et al., 2017), and price consciousness (Agag G et al., 2022; Wang M et al.,

Compensatory Travel Post COVID-19: Cognitive and Emotional Effects of Risk Perception (Kim et al., 2021)

The authors investigate compensatory travel during the COVID-19 pandemic, focusing on how perceptions of COVID-19 risks shape individuals' travel intentions Utilizing a mixed-method approach of interviews and surveys, the study reveals the complex feelings tourists have towards international travel during this period A new model is introduced that explains the dual-processing mechanism in which travelers both suppress and accelerate their travel desires in response to the pandemic This model highlights the intricate decision-making processes of travelers and the challenges and opportunities for the tourism industry Despite significant obstacles like travel restrictions and increased risk perceptions, the study finds a continued demand for international travel, emphasizing the need to understand these dynamics for the recovery and sustainability of tourism in a post-pandemic world The research provides crucial insights into tourists' attitudes and behaviors, benefiting both academic scholars and industry practitioners.

Factors influencing Chinese residents' post-pandemic outbound travel intentions: an extended theory of planned behavior model based on the perception of COVID-19 (Liu et al., 2021)

A study by Liu (2021) examines the factors influencing travel intentions among Chinese residents during public health emergencies like the COVID-19 pandemic, using an extended Theory of Planned Behavior (eTPB) model The research, which analyzed 432 valid responses from online and paper-based surveys through structural equation modeling, found that overall travel intentions were low during the pandemic, with personal attitudes being the strongest predictor This finding contrasts with some previous studies but supports others, highlighting the importance of individual attitudes in the context of pandemic-related fears Additionally, the study revealed a positive relationship between past outbound travel behavior and current travel intentions, emphasizing the role of habit formation COVID-19 perceptions were shown to directly and indirectly affect travel intentions, with non-pharmaceutical interventions serving as mediators Finally, risk tolerance was identified as a moderator that lessens the negative effects of COVID-19 perceptions on travel intentions, indicating that tourists with higher risk tolerance may be more inclined toward adventurous travel.

I'm afraid to travel! Investigating the effect of perceived health risk on Malaysian travellers' post-pandemic perception and Travel intention (Hanafiah et al., 2021)

Hanafiah et al (2021) examine the relationship between perceived risk, attitudes, and travel intentions through a combined model of Perceived Risk and the Theory of Planned Behavior (TPB) Their research reveals how health risk perceptions significantly affect tourists' travel decisions during the COVID-19 pandemic, emphasizing the importance of these perceptions in shaping travel intentions The study highlights the impact of social norms and perceived behavioral control, particularly in the pandemic context, and calls for tourism recovery strategies that adapt to changing traveler behaviors and preferences It advocates for innovation and flexibility within the tourism sector to navigate the new normal and ensure long-term sustainability.

Using factor analyses to understand the post-pandemic travel behavior in domestic tourism through a questionnaire survey (Chansuk C et al., 2022)

Chansuk C et al (2022) examine the effects of the COVID-19 pandemic on domestic tourism in Thailand, highlighting significant shifts in travel behavior Their research delves into the factors that shape post-pandemic travel intentions among Thai tourists, providing valuable insights into the evolving landscape of tourism in the region.

Researchers extending the Theory of Planned Behavior (TPB) identify key predictors of post-pandemic travel intentions, including attitudes, travel norms, perceived behavioral control, health consciousness, and destination knowledge The study shows that Thai tourists prefer environmental destinations in the northern region due to appealing landscapes and mild weather Although there has been a decline in domestic travel frequency post-COVID-19, tourists are opting for longer stays to reduce exposure risk, particularly in winter Demographic factors play a significant role in destination preferences, with a notable inclination towards group travel, especially by car on weekends The findings underscore the crucial role of health consciousness and disease knowledge in influencing travel intentions, as tourists prioritize hygiene and sanitation.

Understanding post-pandemic travel intention toward rural destinations by expanding the theory of planned behavior (TPB) (Azhar et al., 2023)

Azhar et al (2023) investigate the impact of social media use (SMU) and electronic word-of-mouth (eWOM) on post-pandemic travel intentions to rural destinations in India, enhancing the Theory of Planned Behavior (TPB) model to address a crucial research gap Utilizing both online and paper-based surveys, the study assesses the reliability and validity of the measurement model before examining the structural model The findings indicate that the expanded TPB (eTPB) model, which includes SMU and eWOM, significantly enhances the predictive power of travel intentions, accounting for around 53% of the variance Notably, social media use stands out as the most significant predictor, followed by eWOM, attitude, subjective norms, and perceived behavioral control The results emphasize the vital role of positive attitudes, social influences, and perceived control in influencing post-pandemic travel intentions, while also highlighting the importance of eWOM as travelers increasingly depend on online reviews and recommendations for selecting safe destinations.

Recent studies reveal crucial insights into the intricate dynamics of travel intentions and behaviors during the COVID-19 pandemic, highlighting the factors that shape tourists' decisions and preferences Understanding these dynamics is essential for crafting effective post-pandemic tourism recovery strategies that cater to the unique characteristics of destinations and the diverse demographics of travelers.

Previous research indicates that attitudes and subjective norms significantly influence travel intentions (Chansuk et al., 2022; Liu et al., 2021; Hanafiah et al., 2021) Various models and hypotheses have been developed to examine the effects of the Theory of Planned Behavior (TPB) on both inbound and outbound tourism TPB has been recognized as a crucial predictor of behavioral intention, highlighting the need for long-term strategies to boost tourism demand and facilitate recovery from the impacts of the pandemic.

Key factors such as health concerns, destination knowledge, social media influence, perceptions of COVID-19, and both perceived and financial risks significantly impact travel intentions (Azhar et al., 2023; Zhao et al., 2023; Chansuk et al., 2022; Gupta and Sahu, 2021) Previous research emphasizes that medical protocols and restrictions serve as major barriers to the intention of traveling abroad.

The existing studies on consumer behavior in Thailand and Malaysia highlight significant limitations, particularly their narrow focus and the impact of COVID-19 While health consciousness has been thoroughly examined, the equally important factor of price consciousness remains underexplored, despite its critical role in influencing consumer decisions (Park et al., 2017) Additionally, these studies often overlook the mediating effects of other variables on customer satisfaction and do not utilize the Theory of Planned Behavior (TPB) framework, which restricts the applicability of their findings Therefore, further research is essential to investigate the causal relationships between health consciousness, price consciousness, and travel intention within the Vietnamese context, taking into account specific cultural and behavioral factors This research could offer valuable insights for tourism companies aiming to enhance customer propensity for international travel.

Conceptual Framework

The Theory of Planned Behavior (TPB) outlines the intention process through two primary components: attitudes toward behavior and subjective norms, while perceived behavioral control plays a crucial role in non-volitional processes Behavioral intention acts as the key predictor of actual behavior within the TPB framework, integrating attitudes, subjective norms, and perceived behavioral control Together, these volitional and non-volitional constructs shape an individual's intentions Originating from the Theory of Reasoned Action (TRA), the TPB effectively measures the willingness to predict human behavior In tourism, a tourist's intention to visit a destination is significantly influenced by their attitudes, which reflect personal evaluations of the behavior in either a positive or negative light.

Attitude encompasses an individual's assessment and perception of behavior, which can be either positive or negative (Ajzen, 1991) Personal beliefs significantly influence the potential results of an action, referred to as behavioral beliefs.

Subjective norms play a crucial role in shaping individuals' travel behaviors, as proposed by Ajzen (1991) People often make travel decisions based on their perceptions of social expectations from both close groups, like family and relatives, and broader groups, such as friends, coworkers, and supervisors Understanding these social influences can help in analyzing travel patterns and preferences.

Perceived Behavioral Control plays a crucial role in influencing individuals' engagement in specific behaviors When people believe that their actions can significantly affect the outcome, they are more inclined to participate Conversely, if they perceive a behavior as complex and feel they have little control over the results, their motivation to engage in that behavior diminishes (Ajzen, 1991).

Price consciousness involves consumer responses to pricing that focus on product characteristics, excluding quality perceptions It encompasses knowledge, attitudes, and orientations, highlighting consumers' concerns about travel costs (Park J et al., 2017).

Health consciousness is characterized by consumers prioritizing health-related behaviors and actively seeking information about products and services that promote their well-being These health-conscious individuals make informed choices to ensure that their purchases do not negatively impact their health.

The mediating role of Attitude toward travel (ATT)

Research indicates that a tourist's positive attitude towards activities significantly influences their travel intentions (Chansuk et al., 2022; Liu et al., 2021; Fenitra et al., 2021; Park et al., 2017) This attitude reflects the recognition and appreciation of a destination's value, which enhances the likelihood of future visits Consequently, if evaluations show a strong positive link between attitude and behavioral intentions, it is reasonable to expect similar findings when assessing attitudes towards travel and intentions to participate in tourism Therefore, we formulated the following hypothesis:

Hypothesis 1 (H1): Attitude plays the mediating role which impact the effect of Traveler Consciousness including Health Consciousness (a), and Price Consciousness (b) on the Travel Intention

Theory of Planned Behavior (TPB) and Travel Intention

Numerous studies on tourism behavior have applied the Theory of Planned Behavior (TPB) to analyze human actions Tourists who are unprepared for challenges related to finances, time management, and health may have their travel intentions adversely impacted Furthermore, if they assess the value of their travel experiences based on the costs, time, and effort involved, their willingness to travel can be significantly diminished (Kim et al.).

Research indicates that Perceived Behavioral Control (PBC) negatively impacts behavioral intention, while Subjective Norms significantly affect decision-making processes (Azhar et al., 2023) Previous studies have demonstrated that subjective standards play a crucial role in shaping tourist intentions (Azhar et al., 2023; Pahrudin et al., 2021; Nguyen et al., 2021; Cheunkamon et al., 2020) When individuals receive encouragement from trusted groups, such as family and friends, they are more likely to intend to visit tourist destinations This leads to the hypothesis that subjective norms positively influence a tourist's likelihood of choosing a specific location.

Hypothesis 2 (H2): Travel Attitude (a), Subjective Norms (b), Perceived Behavioral Control (c) has a positive effect on the Travel intentions

Health Consciousness (HC) and Travel Intention

The COVID-19 pandemic has significantly altered tourist behavior, with increased concerns about hygiene and health protocols influencing destination choices and vacation planning Health safety has emerged as a critical factor for travelers, impacting their decision-making and the ability of destinations to attract visitors In the post-pandemic era, heightened cleanliness consciousness is expected to play a vital role in tourism demand, with health-related uncertainties influencing accommodation selections for both tourists and hospitality providers Research indicates that health consciousness significantly affects customer service outcomes in the hospitality industry, underscoring the importance of maintaining rigorous health standards to meet evolving traveler expectations.

Hypothesis 3 (H3): Health Consciousness has a negative effect on the Travel intentions

Price Consciousness and Travel Intention

Price consciousness refers to the awareness that consumers have regarding the financial benefits of the services they purchase In the travel and tourism sector, this awareness includes concerns about the value of investments made in tourism products or services (Cho et al., 2018) Research by various scholars, including Artuğer (2015) and Utomo et al., has demonstrated that price consciousness significantly influences tourists' behavioral intentions.

Economic uncertainty caused by the pandemic has made tourists reluctant to spend on international travel According to Kumar (2023), a decline in income and rising prices can lead travelers to postpone their plans.

Hypothesis 4 (H4): Price Consciousness has a negative effect on the travel intentions

METHODOLOGY

Research Design

This study investigates the relationship between the Theory of Planned Behavior (TPB) framework, health and price consciousness, and future aspirations for overseas travel It aims to identify the factors influencing consumers' travel plans and address gaps in the current understanding of these relationships Utilizing quantitative research methods, data will be collected through a structured questionnaire survey featuring both open and closed-ended questions, targeting individuals seeking information about international travel The cross-sectional design allows for efficient data gathering at a specific point in time, focusing on participants' current intentions and perspectives on overseas travel The analysis will explore how health and price consciousness, as outlined by the TPB framework, impact individuals' intentions to travel internationally in the coming year This approach enables researchers to quickly gather relevant data without the resource demands of longitudinal studies.

To ensure the collection of reliable and comprehensive data, various quality control methods will be implemented, including the formulation of clear and understandable survey questions and the selection of a sample size that accurately represents the target population Additionally, employing statistical techniques such as regression analysis, correlation analysis, and descriptive statistics allows researchers to analyze the relationships between variables and identify the factors that impact travel plans.

The research plan aims to collect and analyze numerical data to explore the relationship between the extended Theory of Planned Behavior (TPB) framework and individuals' intentions to travel internationally in the future.

The author illustrates the research process through a flowchart in Figure 3.1, highlighting the initial phase where the team identifies the research topic and conducts a thorough review of relevant theories and models related to employee retention Following this, the author develops a study model and creates an initial questionnaire based on data sourced from credible studies.

In the formal research phase, a survey is conducted with a sample of 294 individuals Researchers utilize various methods, such as Cronbach's Alpha coefficient, Composite Reliability, Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM), to evaluate the model's fit with the actual data This process includes assessing convergence validity, discriminant validity, and the impact coefficients of the model's factors.

Ultimately, the author examines and analyzes the findings derived from the quantitative investigation In addition, the author presents the implications, constraints of the study, and recommendations for further research

The author conducted a large-scale survey using online forms and the Google survey platform, collecting data from 293 individuals to ensure the study's reliability and validity A questionnaire was developed and distributed among young workers in Vietnam, with responses analyzed using Microsoft Excel and Smart PLS 4.0 software The analysis focused on assessing the reliability of observed variables through Cronbach's Alpha and Composite Reliability, as well as evaluating model compatibility, convergence, and discriminant validity via Confirmatory Factor Analysis Furthermore, the study included hypothesis testing and impact assessment through Structural Equation Modeling.

This article presents the findings and implications of a quantitative research study utilizing Structural Equation Modeling (SEM) and Confirmatory Factor Analysis (CFA) to assess measurement scales It includes an analysis of Cronbach's Alpha to ensure reliability, alongside a review of related studies that support the theoretical foundations of the research model The primary research objectives are clearly defined, guiding the investigation towards meaningful insights and practical applications.

Measurement Scales

This study's data collection involved administering a structured questionnaire survey to Vietnamese travelers with prior international travel experience The recruitment and selection procedures for participants were carefully outlined to ensure a comprehensive understanding of their travel behaviors and preferences.

1 The target group for this study consists of individuals who live and work in Vietnam, have already traveled abroad post COVID-19 pandemic

2 Sampling technique: A method of random sampling was employed to choose a sample that accurately represents the target population The research survey was conducted utilizing the Google Forms service to build a questionnaire and gather responses

3 Participant recruitment: Participants were solicited by Messenger, email invitations, and adverts on social media platforms, specifically targeting a Facebook group with a large population of individuals who have traveled overseas

4 Participants were given an informed consent form that clearly explained the goal of the study

The survey consisted of four key sections: demographic information, attitudes, perceived behavioral control, and subjective norms aligned with the Theory of Planned Behavior, health and price consciousness, and future travel intentions All sections, except for demographics, utilized a 5-point Likert scale, where a rating of 1 signifies strong disagreement and a rating of 5 signifies strong agreement.

The poll was conducted online using a survey platform, and participants were requested to complete the survey at their convenience The duration of the data gathering session spanned three weeks

The observed variables are evaluated using a 5-point Likert scale, which ranges from "Strongly disagree" to "Strongly agree." Each statement within the scale is based on prior research and has been tailored to align with the specific context of Vietnam.

ATT1 I like to travel abroad

ATT2 I think it is good to travel abroad

ATT3 I think it is delightful to travel abroad

ATT4 I think it is interesting to travel abroad

ATT5 I think it is valuable to travel abroad

SN1 Most people who are important to me think that I should travel abroad

SN1 Most people whose opinion I value support that I travel abroad

SN1 Most of the people whose opinions I value recommend that I travel abroad

PCB1 I have enough time to travel abroad

PCB2 I have enough money to travel abroad

PCB3 I am confident that if I want, I can travel abroad

PCB4 I feel there is nothing that prevents me from traveling abroad

HC1 I read more health-related articles than I did before pandemic (Park J et al., 2017) HC2 I am interested in information about my health

HC3 I concerned about my health all the time

Price PC1 I am very price-conscious as traveler (Park J et

(PC) PC2 The price level of travel services is very important to me al., 2017)

PC3 I regularly compare the prices of one supplier with the prices of the alternatives

PC4 I care a lot about low prices

TI1 I want to travel abroad in the next 12 months

TI2 I intend to travel abroad in the next 12 months

TI3 I will make an effort to travel abroad in the next 12 months

The attitude scale, developed from the foundational work of Liu Y et al (2021), encompasses five observable variables labeled as ATT1, ATT2, ATT3, ATT4, and ATT5, which collectively assess subjective norms.

The scale of subjective norm is based on the original scales of Liu Y et al (2021), which consisted of four observable variables – denoted sequentially from SN1, SN2, SN3

The scale of perceived behavioral control is based on the original scales of Liu Y et al

(2021), which consisted of three observable variables – denoted sequentially from PBC1, PBC2, PBC3, PBC4

The scale of health consciousness is based on the original scales of Park J et al (2017), which consisted of three observable variables – denoted sequentially from HC1 HC2 HC3 Price Consciousness

The scale of online customer satisfaction is based on the original scales of Park J et al

(2017) which consisted of four observable variables – denoted sequentially from PC1, PC2, PC3, PC4

The scale of Travel intention is based on the original scales of Liu Y et al (2021) which consisted of three observable variables – denoted sequentially from TI1, TI2, TI3

3.3 Sampling design and sampling methodology

Determining the sample size in studies utilizing the Maximum Likelihood (ML) Estimation method relies on two key factors: the minimum level and the number of variables involved, according to Hair Jr et al (2006).

The minimum sample size required is 22, with a recommended ratio of observed variables to components (k) of either 5:1 or 10:1, leading to a total of 110 to 220 respondents Additionally, if the model includes m scales and Pj denotes the number of observed variables, the minimum sample size can be calculated accordingly.

In this study, the author utilized the ML estimation approach to determine the minimum required sample size, which, based on Hair et al (2006), is calculated as N = 22*5 = 110 Consequently, a survey was conducted with at least 110 respondents, and to ensure the reliability of the study scales, data was collected from 220 participants The sampling method used was non-probability sampling, specifically convenience sampling.

The survey data will be analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), a statistical technique ideal for examining complex relationships among multiple variables This method is particularly effective for investigating connections within the extended theory of planned behavior framework, focusing on factors such as health consciousness, pricing awareness, and travel intentions.

Partial Least Squares Structural Equation Modeling (PLS-SEM) is widely used in various social sciences, including organizational management, human resource management, and management information systems This approach is particularly suitable for analyzing small sample sizes, making it a valuable tool in research According to Hair et al., the PLS-SEM model provides a robust framework for understanding complex relationships within data.

In 2017, a study employed the partial least squares estimator to assess various components, integrating multiple regression and factor analysis while assuming error-free variables This approach is particularly effective for investigating the relationships among the expanded theory of planned behavior framework, health and price consciousness, and travel intention.

The PLS-SEM model is utilized to investigate the relationships among correlated independent variables, assess nonlinearity, and analyze multiple latent independent and dependent variables with various indicators This methodology is particularly suitable for exploring and establishing cause-and-effect connections between variables, clarifying complexities, and addressing unobserved variables in the analysis PLS-SEM is commonly employed in exploratory research to predict dependent variables and identify factors influencing constructs (Hair et al., 2012).

To evaluate the outcomes of PLS-SEM, it is essential to analyze the measurement model to ensure it meets the necessary criteria After confirming that the measurement models fulfill these requirements, researchers should then proceed to assess the structural model (Hair et al., 2017).

Descriptive analysis was used to describe the sample characteristics: Gender, Age, Income, Travel Abroad Frequency, Travel Duration

The outer model, or measurement model, evaluates the relationship between observed and latent variables, focusing on the connections between observable indicators, such as survey items, and their corresponding constructs, including health consciousness, price consciousness, the Theory of Planned Behavior (TPB) framework, and travel intention This assessment includes a thorough evaluation of the model's convergent validity, discriminant validity, and reliability, following established criteria outlined by Hair et al (2014).

To evaluate the reliability of an indicator, it is crucial to analyze the outer loadings, which should be statistically significant and ideally greater than 0.7 (W Chin, 1998; Henseler et al., 2012) Outer loadings indicate the correlation between the observed variable and the factor Additionally, the reliability of the constructs was assessed using two indicators: composite reliability (CR) and Cronbach's alpha (CA).

Data Analysis Method

The survey data will be analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), a statistical technique ideal for examining complex relationships among multiple variables This method is particularly effective for investigating connections within the extended theory of planned behavior framework, encompassing factors such as health consciousness, pricing awareness, and travel intentions.

Partial Least Squares Structural Equation Modeling (PLS-SEM) is widely used in various social science fields, including organizational management, human resource management, and management information systems This approach is particularly suitable for analyzing small sample sizes, making it a valuable tool for researchers in these areas According to Hair et al., the PLS-SEM model offers a robust framework for such investigations.

In 2017, a study employed the partial least squares estimator to assess various components, integrating multiple regression and factor analysis while assuming error-free variables This approach is particularly effective for analyzing the relationships within the expanded theory of planned behavior framework, focusing on health and price consciousness in relation to travel intentions.

The PLS-SEM model is a valuable tool for analyzing the relationships between correlated independent variables, assessing nonlinearity, and examining multiple latent independent and dependent variables with various indicators It effectively explores and establishes cause-and-effect connections among variables, clarifying the complexities and unobserved elements in the analysis, while also validating the construct being studied This methodology is particularly useful in exploratory research for predicting dependent variables and identifying factors that influence constructs (Hair et al., 2012).

To evaluate the outcomes of PLS-SEM, it is essential to first analyze the measurement model to confirm it meets the necessary criteria After ensuring that the measurement models fulfill these requirements, researchers should then assess the structural model (Hair et al., 2017).

Descriptive analysis was used to describe the sample characteristics: Gender, Age, Income, Travel Abroad Frequency, Travel Duration

The outer model, or measurement model, is crucial for analyzing the relationship between observed and latent variables This study employs a measurement approach to evaluate the links between observable indicators, such as survey items, and their corresponding constructs, including health consciousness, price consciousness, the Theory of Planned Behavior (TPB) framework, and travel intention The assessment of the measurement model focuses on its convergent validity, discriminant validity, and reliability, following established criteria (Hair et al., 2014).

To evaluate the reliability of the indicator, it is crucial to analyze the outer loadings, which should be statistically significant and preferably greater than 0.7 (W Chin, 1998; Henseler et al., 2012) Outer loadings indicate the correlation level between the observed variable and the factor Additionally, two metrics—composite reliability (CR) and Cronbach's alpha (CA)—were utilized to further assess the reliability of the constructs.

Cronbach's Alpha (CA) is the primary criterion for estimating reliability by analyzing the intercorrelations among indicators, under the assumption that all indicators possess equal reliability (Henseler et al., 2012) The main purpose of conducting Cronbach's Alpha analysis is to identify and eliminate irrelevant or improper factors in the research process The significance of the coefficient indicates whether the measurement scales for latent variables demonstrate dependability Currently, Cronbach's Alpha is the leading method for evaluating the reliability of scales that assess multiple variables, as it calculates the reliability of each observed variable and the overall scale Therefore, observed variables measuring the same concept should show a strong correlation (Hair et al., 2006).

Nunnally and Bernstein (1994) suggest that a Cronbach's Alpha value of 0.8 or higher reflects a good scale, while values between 0.7 and just below 0.8 are deemed acceptable Higher Cronbach's Alpha scores signify improved reliability of the scale However, a coefficient exceeding 0.95 indicates redundancy, suggesting the presence of numerous indistinguishable variables within the scale, necessitating the removal of duplicates for optimal measurement.

Cronbach's alpha is a key statistical tool for evaluating the reliability of a scale, specifically measuring its internal consistency through the correlation among variables It assumes that all observable indicators have equal confidence levels, indicated by identical regression weights Notably, Cronbach's alpha can underestimate internal consistency, especially as the number of observed variables increases In contrast, composite reliability is calculated using standardized outer loading, which reflects the standardized regression weight, providing a more accurate assessment of reliability.

The contrast ratio (CR) is a crucial metric for assessing the reliability and internal coherence of individual elements, as highlighted by Hair et al (2010) Unlike Cronbach's alpha, CR accounts for varying loadings of indicators, making it more suitable for Partial Least Squares (PLS) analysis, as noted by Henseler et al (2012) The composite confidence ranges from 0 to 1, with a recommended confidence level of 0.7 or higher Additionally, convergent validity is evaluated through the average variance extracted (AVE), which should exceed 0.5, indicating that the latent variable accounts for more than half of the variance in its indicators (Hair et al., 2006; Henseler et al., 2012).

Confirmatory Factor Analysis (CFA) is a valuable tool for examining the theoretical framework of measurement scales and understanding the relationships between their components without the influence of measurement errors (Steenkamp & van Trijp, 1991) Additionally, CFA facilitates the evaluation of both convergent and discriminant validity of the scales In this study, CFA is utilized to validate the scales developed from survey data, complementing the analysis performed using Cronbach's Alpha coefficient and composite reliability.

In order to assess the dependability of the scale, SmartPLS 4.0 use the PLS algorithm (Partial Least Squares Algorithms), which considers two key factors: convergent validity and discriminant validity

Convergent validity analysis involves assessing the extent to which a scale accurately measures a construct According to Henseler et al (2009), Chin (1998), and Hửck & Ringle

In 2010, it was established that a scale exhibits convergent validity when its standardized weights, or outer loadings, exceed 0.5 and are statistically significant (p-value < 0.05) Furthermore, the Average Variance Extracted (AVE) must indicate that the latent variable accounts for a substantial portion of the variability in the observed variables, with an AVE value greater than 0.5.

Fornell and Larcker (1981) proposed a method for evaluating discriminant validity through the square root of the Average Variance Extracted (AVE) They indicated that discriminability is achieved when the square root of the AVE for each latent variable surpasses all correlations among the latent variables.

A scale is deemed to have absolute discriminant validity when the square root of the Average Variance Extracted (AVE) exceeds all correlation coefficient values in both its corresponding column and row.

ESTIMATION AND RESULTS

Demographic Analysis

How much money are you willing to pay for travel abroad

Duration of stay you prefer if you travel abroad?

An empirical study was conducted through a survey distributed to 294 participants, achieving a response rate of 78.91% from individuals engaged in online shopping After applying filtering and data processing methods, the final number of valid responses was confirmed to be 232.

A recent study involving 233 participants who have used e-commerce platforms for online transactions found that 38.4% of respondents are male, while 61.6% are female The survey included individuals aged 18 and older.

The study indicates that individuals aged 25 to 40 represent a substantial demographic, with the highest participation rate recorded at 38.79% In contrast, those aged 41 and older showed a significantly lower rate of 6.47% Additionally, the majority of respondents (54.74%) expressed a willingness to spend between 15 to 30 million VND on international travel, while only a small percentage (5.17%) indicated they would spend over 50 million VND.

To ensure the accuracy and reliability of the responses, the survey included an initial question about online shopping, which participants were required to answer before providing their demographic information.

To ensure the accuracy and reliability of the responses, the survey included an initial question regarding participants' awareness of international travel, which they were required to answer before providing their demographic information.

Descriptive Statistic

The statistical table below will provide the minimum value, maximum value, mean value, and standard deviation of the model's factors

The study analyzed a sample of 232 participants, with most variables having 3 to 4 observations, while the ATT variable had 5 observations The values ranged from a minimum of 1 to a maximum of 5, with a mean value exceeding 3, indicating a general agreement among respondents regarding the questionnaire statements Additionally, the inclusion of Standard Deviation highlights the variability of values within the dataset.

Measurement Model

To ensure accurate research analysis, it is essential to remove inappropriate variables from screening questions and assess the reliability of the data The author evaluated the completeness of the research model using the outer loading index, as recommended by Joe et al (2011), which suggests that outer loadings should ideally be 0.7 or higher, while those between 0.4 and 0.7 should be eliminated The analysis indicated that most items exceeded the 0.7 threshold, except for the ATT5 variable, which must be excluded before further calculations can be conducted.

Variable ATT TI HC PBC PC SN Result

The author identifies six key factors for assessment using a study model, as summarized in the table above, which presents the outcomes of the CA coefficient analysis conducted with SMART PLS software The analysis reveals that the CA coefficients range from 0.717 to 0.843, indicating a high level of reliability for all elements measured Consequently, the scale dependability (CA) for all variables is deemed valid.

In regression analysis for structural models, the variance inflation factor (VIF) serves as a key indicator of coupling issues, with values between 0.2 and 5 prompting potential actions such as indicator elimination, merging, or creating higher-order structures to mitigate multicollinearity (Hair et al., 2019) The coefficients in the data table range from 1.279 to 4.334, indicating compliance with the acceptable VIF limits; however, variables HC1 and HC2 stand out as outliers, warranting further investigation This observation confirms that the predictors maintain a relationship that aligns with the multicollinearity assumption.

The AVE index of 0.749 signifies a high convergence value, with all other values exceeding 0.5 Additionally, each variable has a CR index greater than 0.70 and a CA index surpassing 0.70, indicating satisfactory internal consistency and reliability for the study's objectives The AVE indices for the variables ATT further support these findings.

SN, PBC, HC, PC, and TI are 0.587, 0.679, 0.721, 0.624, and 0.638, respectively

Hair et al (2016) found that all components meet the standards for reliability and authenticity, indicating that the use of the item in this model is entirely appropriate.

The findings reveal that all variables exhibit a Composite Reliability (CR) index exceeding 0.7, with Subjective Norm (SN) achieving the highest CR value of 0.900 Other notable CR values include Perceived Behavioral Control (PBC) at 0.894, Habitual Control (HC) at 0.886, Attitude (ATT) at 0.876, Perceived Control (PC) at 0.869, and Trust Intention (TI) at 0.841 According to Hair et al (2011a), these high scores indicate strong consistency among the variables, confirming their authenticity and reliability Therefore, the data suggests that the items used in this model are highly appropriate.

Evaluating discriminant validity, as adapted from Hair et al (2014), aims to determine the extent of variation between variables while considering their correlations and the unique characteristics each indicator represents According to Joe et al (2011), it is essential that the factor loading for each observed variable exceeds the loading factors of other variables within the same row In other words, the loading index of any variable should surpass its cross-loading index to ensure distinctiveness.

Discriminant validity is crucial for determining whether a construct can be distinguished from others, particularly when customer behavior, attitudes, or intentions are not easily identifiable A strong correlation between two assessments measuring different constructs raises questions about their distinctiveness Thus, discriminant validity is essential for demonstrating the uniqueness of each construct Recent theories suggest that when assessing the discriminant validity of a PLS-SEM model, a reflective construct should exhibit the highest correlation with its own indicators (Hair et al., 2022) The results report provides insights into the quality of each index and evaluates discriminant validity using PLS and PLSc algorithms in SmartPLS, further validated by HTMT criteria, cross-loading indices, and Fornell-Larcker criteria.

To evaluate discriminant validity, it is essential to analyze the cross-loading coefficients of observed variables This criterion dictates that the cross-loading coefficient of any observed variable with other factors in the model should exceed its external loading coefficient from the original factor.

According to Joe et al (2011), the loading index for each variable must exceed its cross-loading coefficient, ensuring that the loading coefficient of each observed variable is greater than that of other variables in the same row This allows for the evaluation of discriminant validity, which assesses the degree of differentiation between variables while considering their correlation and the unique characteristics each index represents (Hair et al., 2014).

ATT TI HC PBC PC SN

The analysis of the data reveals that the loading coefficients for the Attitude (ATT) variable—specifically ATT1, ATT2, ATT3, and ATT4—are 0.790, 0.771, 0.808, and 0.850, respectively, all exceeding the cross-loading coefficients of other variables Likewise, the Travel Intention (TI) variable shows that its factor loadings TI1, TI2, and TI3 are also greater than the cross-loading coefficients of the related variables Additionally, for Health Consciousness (HC), Perceived Behavioral Control (PBC), Price Consciousness (PC), and Subjective Norms (SN), the system loadings surpass their respective cross-loadings This indicates that ATT, TI, HC, PBC, PC, and SN exhibit strong discriminant validity, with low correlations among the variables, confirming that each variable represents a distinct factor.

The results show that the external loading coefficients for each observable variable exceed their cross-loading coefficients, indicating that the model's input variables effectively describe the output variable and are not highly correlated with one another Consequently, it can be concluded that the input variables do not significantly contribute to multicollinearity, ensuring the accuracy and reliability of the analysis results.

ATT TI HC PBC PC SN

Discriminant validity is evaluated by checking for a lack of correlation among the parameters used to measure different components As outlined by Hair et al (2019), it is confirmed when the factor loadings for these components are greater than those of other factors, and it can also be assessed by squaring the Average Variance Extracted (AVE).

The findings presented in the table indicate that the Fornell-Larcker criterion reveals notable discrepancies among the study's constructs Notably, the Average Variance Extracted (AVE) square root index for the ATT variable is 0.805, exceeding other indices in the same column This suggests that the ATT variable aligns with Fornell & Larcker's criteria for component identification within the study model Additionally, the AVE square roots for Travel Intention (TI), Health Consciousness (HC), Perceived Behavioral Control (PBC), Price Consciousness (PC), and Subjective Norms (SN) surpass the Latent Variable Correlation (LVC) index, confirming that the model adheres to Fornell & Larcker's standards for discriminant validity and indicating that the study sample meets these criteria as well.

Henseler et al (2015) recommend using the HTMT (heterotrait-monotrait ratio of correlations) to assess the discriminant validity of research models when applying the PLS and PLSc algorithms in SmartPLS They propose two criteria for evaluating discriminant validity among indicator sets of variables.

- A HTMT value beyond 0.900 indicates that it is difficult to distinguish between the two variables since their data is quite similar

- A HTMT score of 0.850 or below suggests that there is discriminant validity between the two latent variables

ATT PBC SN HC PC TI

CONCLUSION AND IMPLICATION

Implication

This study highlights the effectiveness of the Theory of Planned Behavior (TPB) model in analyzing travel intentions during the recovery phase after a pandemic Although the TPB has been widely used in previous research on tourist behaviors, its application to real post-pandemic situations has been scarce This research contributes to the body of knowledge by broadening the use of TPB within tourism studies.

This study provides a robust framework for understanding tourists' intentions during recovery periods marked by economic uncertainty and concerns By demonstrating improved predictive capabilities over the original Theory of Planned Behavior (TPB) model, it effectively explains a greater variance in travel intentions Consequently, this research can guide future investigations into tourist behavior in contexts related to significant public health crises or global uncertainties.

This study reveals how Vietnamese citizens' attitudes towards travel and their awareness levels directly influence their intentions to travel post-epidemic The findings contribute valuable theoretical advancements, offering deeper insights into tourist behavior in the aftermath of the pandemic.

Risk Management and Crisis Preparedness

To effectively influence travel intentions, tourism organizations must prioritize risk management and crisis preparedness by implementing strong health and safety protocols, investing in sanitation measures, and ensuring transparent communication about health precautions By showcasing a commitment to traveler safety, businesses can alleviate health-related concerns and build confidence among potential visitors Additionally, offering flexible cancellation and refund policies provides peace of mind, allowing travelers to adapt their plans in response to emergencies or health issues This approach not only addresses travelers' needs but also fosters trust and loyalty towards tourism brands.

Price Positioning and Value Proposition

The study highlights the critical role of price consciousness in shaping travel intentions, emphasizing that tourism businesses must strategically balance pricing to attract budget-sensitive travelers while preserving perceived value and quality Implementing dynamic pricing, offering promotional discounts during off-peak seasons, and bundling services like accommodation, meals, and activities can create cost-effective options that incentivize bookings These tactics not only appeal to price-conscious consumers but also help manage seasonal demand fluctuations, ultimately enhancing travel intentions without compromising quality.

Personalized assistance throughout the travel journey significantly boosts travelers' confidence and control By offering dedicated customer service channels, live chat support, and travel assistance hotlines, tourism businesses can provide timely guidance This personalized support fosters a strong relationship between travelers and service providers Moreover, ensuring accessibility and inclusivity in travel services is crucial for empowering all travelers, including those with disabilities or special needs Investing in accessible infrastructure and facilities promotes a welcoming environment, enhancing comfort and control for diverse traveler preferences Additionally, streamlining the booking process through user-friendly platforms and mobile apps simplifies research, planning, and reservations, ultimately leading to a more convenient and efficient travel experience.

To effectively market a destination, tourism organizations must focus on showcasing travel experiences positively through compelling storytelling, captivating visuals, and immersive videos that inspire travelers Highlighting unique attractions, cultural heritage, and authentic experiences differentiates the destination, appealing to diverse interests and preferences Emphasizing iconic landmarks, natural wonders, and local interactions enriches travelers' journeys, fostering meaningful connections and lasting memories Ensuring high service quality and exceptional customer experiences is crucial for enhancing traveler satisfaction, as personalized services and attentive hospitality lead to positive perceptions and word-of-mouth recommendations Ultimately, curating memorable experiences through exclusive events and personalized itineraries leaves a lasting impression, shaping travelers' attitudes toward future travel.

Tourism organizations can effectively stimulate travel intentions and enhance perceptions of travel experiences by leveraging social influence and subjective norms By showcasing positive testimonials and reviews from satisfied travelers on websites and social media, businesses can reinforce the credibility of their offerings Implementing referral programs encourages satisfied customers to advocate for the brand, amplifying word-of-mouth marketing Additionally, encouraging travelers to share their experiences on social media generates authentic user-generated content that fosters community Collaborating with social media influencers aligned with the brand's values can further inspire travel intentions among their followers Hosting online forums and community gatherings allows travelers to connect and share insights, creating a supportive environment that encourages future trip planning Overall, these strategies effectively harness social influence to drive engagement and stimulate travel intentions within the tourism industry.

The study focused exclusively on customers in Ho Chi Minh City, Vietnam, primarily targeting respondents aged 25 to 40 This limited demographic may overlook the varied beliefs, attitudes, and intentions of the wider Vietnamese traveler population To improve the representativeness and generalizability of the findings, future research should aim for a larger, more diverse sample that includes participants from different provinces and cities throughout Vietnam.

While the research focused on the impact of travel consciousness, including price and health concerns, it overlooked other critical factors affecting delivery travel demand A more in-depth analysis of variables such as social media usage, electronic word-of-mouth, and post-travel behaviors is essential This comprehensive approach would enhance our understanding of the determinants of travel intention and facilitate targeted strategies to boost tourism.

The study overlooked the examination of moderating and mediating factors, such as trust, perceived risk, and destination attractiveness, that could influence the relationship between travel consciousness and intention Future research should investigate these factors to better understand the mechanisms driving travel behavior and to inform effective intervention strategies Additionally, the thesis did not analyze demographic characteristics, which limits insights for consumers across various regions A more in-depth exploration of demographics like age, income, education, and travel experience is essential to identify variations in travel intention, enabling the creation of tailored marketing strategies and services to cater to the diverse needs of travelers.

This article explores an enhanced Theory of Planned Behavior (TPB) model to examine the influences on the intentions of citizens in Ho Chi Minh City to travel abroad A comprehensive analysis was conducted, revealing key factors that shape their overseas travel intentions.

An online survey yielded 232 valid questionnaires, which were analyzed using a structural equation model The findings reveal that attitudes, subjective norms, and perceived behavioral control significantly influence travel intentions, with attitudes having the strongest impact compared to the other factors This result contrasts with the conclusions drawn by Azhar et al (2023) and Hanafiah et al.

A study conducted in 2022 revealed that individual attitudes play a significant role in shaping travel intentions, particularly in the context of post-pandemic international travel Despite lingering health concerns among Vietnamese individuals, which may heighten perceived risks, the desire for travel and psychological well-being, supported by trustworthy travel providers, are key factors influencing travel decisions Price considerations also positively impact international travel intentions, while health and price consciousness indirectly affect these intentions through their influence on travel attitudes As time has passed since the pandemic, health worries have diminished, leading to improved attitudes towards travel, which can counteract the negative effects of health consciousness Notably, a positive travel attitude can lessen the impact of price consciousness on the decision to travel abroad, highlighting the importance of mindset in post-pandemic travel choices.

The study by Agag et al (2022) explores the effects of COVID-19 on consumer behavior in the post-pandemic era, emphasizing the influence of mortality threats and religiosity It highlights how the pandemic has reshaped consumer attitudes and behaviors, revealing a significant connection between individuals' awareness of mortality and their religious beliefs The findings suggest that these factors play a crucial role in determining how consumers navigate their purchasing decisions and interactions in a transformed retail landscape.

Anantamongkolkul, C (2021) Understanding the Travel Behaviors of Indian Tourists in Thailand: A Mixed Methods Research Approach Indian Tourist Behavior TJBS, 2021(2), 99–113

Anantamongkolkul, C., & Kongma, T (2020) THAI UNIVERSITY STUDENT TRAVEL BEHAVIOR: AN EXTENSION OF THEORY OF PLANNED BEHAVIOR ABAC Journal, 40(1), 126–141

Azhar, M., Nafees, S., Sujood, & Hamid, S (2023) Understanding post-pandemic travel intention toward rural destinations by expanding the theory of planned behavior (TPB) Future Business Journal, 9(1) https://doi.org/10.1186/s43093-023-00215-2

Conclusion

This article explores an enhanced Theory of Planned Behavior (TPB) model to analyze the various factors influencing the intentions of citizens in Ho Chi Minh City to travel abroad Through comprehensive research, it identifies key elements that drive individuals' decisions to seek international opportunities.

An online survey yielded 232 valid questionnaires, which were analyzed using a structural equation model The findings reveal that attitudes, subjective norms, and perceived behavioral control significantly positively influence travel intentions Notably, attitudes emerged as the most powerful predictor of travel intention, surpassing both subjective norms and perceived behavioral control This result contrasts with the conclusions drawn by Azhar et al (2023) and Hanafiah et al.

A study conducted in 2022 indicates that attitude plays a minimal role in influencing travel intentions, a finding that resonates with Liu Y.'s research from 2021 Despite the post-pandemic context, many Vietnamese individuals still experience apprehension about international travel due to perceived health risks In this environment, travel decisions are primarily driven by personal desire and psychological well-being, supported by trustworthy travel providers Price considerations significantly affect international travel intentions, while both health and price consciousness indirectly shape these intentions through their influence on travel attitudes As time has passed since the pandemic, health concerns have lessened, leading to improved travel attitudes, although price sensitivity remains a factor Notably, a positive travel attitude can diminish the negative impact of price consciousness on post-pandemic travel intentions, suggesting that travelers with an optimistic outlook are less swayed by cost when deciding to travel abroad.

The study by Agag et al (2022) investigates the effects of COVID-19 on consumer behavior in the post-pandemic era, highlighting the influence of mortality threats and religiosity Published in the Journal of Retailing and Consumer Services, the research reveals how heightened awareness of mortality during the pandemic has shaped individuals' purchasing decisions and behaviors Additionally, it emphasizes the significant role that religious beliefs play in guiding consumer actions and coping mechanisms in response to the crisis The findings underscore the need for businesses to understand these psychological factors to effectively engage with consumers in a changing landscape.

Anantamongkolkul, C (2021) Understanding the Travel Behaviors of Indian Tourists in Thailand: A Mixed Methods Research Approach Indian Tourist Behavior TJBS, 2021(2), 99–113

Anantamongkolkul, C., & Kongma, T (2020) THAI UNIVERSITY STUDENT TRAVEL BEHAVIOR: AN EXTENSION OF THEORY OF PLANNED BEHAVIOR ABAC Journal, 40(1), 126–141

Azhar, M., Nafees, S., Sujood, & Hamid, S (2023) Understanding post-pandemic travel intention toward rural destinations by expanding the theory of planned behavior (TPB) Future Business Journal, 9(1) https://doi.org/10.1186/s43093-023-00215-2

The article by Baber and Baber (2023) explores how social media marketing, electronic reputation, and destination image affect tourists' intentions to visit, utilizing the Stimulus-Organism-Response (S-O-R) model This study highlights the importance of effective social media strategies and a positive online reputation in shaping potential travelers' perceptions and decisions regarding tourism destinations The findings contribute to the understanding of consumer behavior in the hospitality and tourism sector, emphasizing the need for businesses to enhance their online presence to attract visitors.

A study by Chansuk et al (2022) utilized factor analyses to explore post-pandemic travel behavior in domestic tourism through a comprehensive questionnaire survey The research, published in Transportation Research Interdisciplinary Perspectives, highlights significant trends and shifts in travel preferences as a result of the pandemic The findings provide valuable insights for stakeholders in the tourism industry to adapt to changing consumer behaviors For more details, refer to the full article at https://doi.org/10.1016/j.trip.2022.100691.

Cheunkamon, E., Jomnonkwao, S., & Ratanavaraha, V (2020) Determinant factors influencing thai tourists’ intentions to use social media for travel planning Sustainability (Switzerland), 12(18) https://doi.org/10.3390/SU12187252

Chui Chin, L., Shu, N G., Phan, Y., & Xiong, Y I (2015) DETERMINANTS OF TRAVEL INTENTION AMONG FOREIGN STUDENTS IN MALAYSIA-PERSPECTIVE FROM PUSH-PULL MOTIVATIONS

Cucinotta, D., & Vanelli, M (2020) WHO declares COVID-19 a pandemic In Acta Biomedica (Vol 91, Issue 1, pp 157–160) Mattioli 1885 https://doi.org/10.23750/abm.v91i1.9397

In the study by Duong et al (2022), the authors explore the behavioral intentions of tourists and their support for destinations in the context of post-pandemic recovery, focusing specifically on the Vietnamese domestic market The research highlights the factors influencing tourists' decisions and emphasizes the importance of understanding these dynamics to foster sustainable tourism development By analyzing the implications of the pandemic on travel behaviors, the study provides valuable insights for stakeholders aiming to enhance destination appeal and support within the tourism sector The findings underscore the necessity for strategic planning to revitalize the industry and adapt to changing consumer preferences in a post-COVID environment.

Falahuddin, A F., Tergu, C T., Brollo, R., & Nanda, R O (2020) Post COVID-19 pandemic international travel: Does risk perception and stress-level affect future travel intention? Jurnal Ilmu Sosial Dan Ilmu Politik, 24(1), 1–14 https://doi.org/10.22146/JSP.56252

Gửssling, S., Scott, D., & Hall, C M (2020) Pandemics, tourism and global change: a rapid assessment of COVID-19 Journal of Sustainable Tourism, 1–20 https://doi.org/10.1080/09669582.2020.1758708

In the study by Hanafiah et al (2022), the authors explore the impact of perceived health risks on the travel intentions of Malaysian tourists in the aftermath of the pandemic The research highlights how concerns about health and safety influence travelers' perceptions and their willingness to engage in future travel The findings underscore the need for the tourism industry to address these health-related fears to restore confidence among potential travelers The article provides valuable insights into the evolving landscape of travel behavior post-pandemic, emphasizing the importance of understanding consumer perceptions in shaping future tourism strategies.

Han, H., Eom, T., Al-Ansi, A., Ryu, H B., & Kim, W (2019) Community-based tourism as a sustainable direction in destination development: An empirical examination of visitor behaviors Sustainability, 11(10), 2864

The article by Hashim et al (2018) explores how perceived risks by tourists significantly impact their travel intentions It highlights the importance of understanding these risks to enhance tourist confidence and decision-making processes By addressing these perceived risks, stakeholders can better tailor their offerings to meet tourist expectations and improve overall satisfaction The findings suggest that effective risk management strategies are essential for promoting travel and tourism.

Jalilvand, M R., & Samiei, N (2012) The impact of electronic word of mouth on a tourism destination choice: Testing the theory of planned behavior (TPB) Internet Research, 22(5), 591–612 https://doi.org/10.1108/10662241211271563

A study by Jin, Lee, and Lee (2015) in the International Journal of Tourism Research examined how experience quality influences perceived value, satisfaction, image, and behavioral intentions among water park visitors, distinguishing between new and repeat patrons The findings indicate that higher experience quality significantly enhances perceived value and satisfaction, leading to a more favorable image and increased likelihood of return visits This research highlights the importance of optimizing visitor experiences to foster loyalty and positive behavioral outcomes in the competitive water park industry.

Kim, E E K., Seo, K., & Choi, Y (2022) Compensatory Travel Post COVID-19: Cognitive and Emotional Effects of Risk Perception Journal of Travel Research, 61(8), 1895–1909 https://doi.org/10.1177/00472875211048930

A study by Kim et al (2022) published in the Journal of Travel Research examines how COVID-19 restrictions influence travelers' desire for variety in their travel choices and behaviors The research highlights the moderating effects of previous travel experience and crowding on these decisions, revealing that individuals with diverse travel backgrounds are more likely to seek varied experiences despite restrictions The findings underscore the importance of understanding traveler behavior in the context of ongoing pandemic-related challenges.

Vietnam's initial response to the COVID-19 pandemic was marked by swift action following the first confirmed case on January 23, 2020 The country effectively controlled the virus's spread through timely policy measures, including mass mobilization of healthcare resources, rigorous testing, and aggressive contact tracing By July 24, 2020, Vietnam had reported 413 confirmed cases with no deaths, showcasing a remarkable recovery rate of 88.38% The government implemented a structured approach, dividing the pandemic response into four distinct periods, each characterized by specific strategies and outcomes Despite facing challenges during the subsequent phases, including the emergence of new virus strains, Vietnam maintained a proactive stance, leading to international recognition for its effective handling of the crisis The lessons learned from Vietnam's experience highlight the importance of prompt and coordinated public health responses in managing infectious disease outbreaks.

A study by Liu et al (2021) explores the factors affecting the outbound travel intentions of Chinese residents in the post-pandemic era, utilizing an extended theory of planned behavior model The research highlights how perceptions of COVID-19 significantly influence travel decisions, emphasizing the importance of understanding psychological and social dynamics in tourism recovery The findings provide valuable insights for the tourism industry to adapt strategies that align with evolving traveler sentiments and safety concerns.

Mai NGUYEN, N., Quyen PHAM, M., & Pham, M (2021) Public’s Travel Intention Following COVID-19 Pandemic Constrained: A Case Study in Vietnam Journal of Asian Finance, 8(8), 181–0189 https://doi.org/10.13106/jafeb.2021.vol8.no8.0181

Nguyen, V H., Truong, T X D., Pham, H T., Tran, D T., & Nguyen, P H (2021) Travel Intention to Visit Tourism Destinations: A Perspective of Generation Z in Vietnam Journal of Asian Finance, Economics and Business, 8(2), 1043–1053 https://doi.org/10.13106/jafeb.2021.vol8.no2.1043

Pahrudin, P., Chen, C T., & Liu, L W (2021a) A modified theory of planned behavioral: A case of tourist intention to visit a destination post pandemic Covid-19 in Indonesia Heliyon, 7(10) https://doi.org/10.1016/j.heliyon.2021.e08230

Pahrudin, P., Chen, C T., & Liu, L W (2021b) A modified theory of planned behavioral: A case of tourist intention to visit a destination post pandemic Covid-19 in Indonesia Heliyon, 7(10) https://doi.org/10.1016/j.heliyon.2021.e08230

Park, J K., Ahn, J., & Yoo, W S (2017) The Effects of Price and Health Consciousness and Satisfaction on the Medical Tourism Experience Journal of Healthcare Management, 62(6), 405–417 https://doi.org/10.1097/JHM-D-16-00016

Sỏnchez-Caủizares, S M., Cabeza-Ramớrez, L J., Muủoz-Fernỏndez, G., & Fuentes-Garcớa, F J

(2021) Impact of the perceived risk from Covid-19 on intention to travel Current Issues in Tourism, 24(7), 970–984 https://doi.org/10.1080/13683500.2020.1829571

Shamshiripour, A., Rahimi, E., Shabanpour, R., & Mohammadian, A (Kouros) (2020) How is COVID-19 reshaping activity-travel behavior? Evidence from a comprehensive survey in Chicago Transportation Research Interdisciplinary Perspectives, 7 https://doi.org/10.1016/j.trip.2020.100216

Szliszka, E., Czuba, Z P., Domino, M., Mazur, B., Zydowicz, G., & Krol, W (2009) Ethanolic Extract of Propolis (EEP) Enhances the Apoptosis- Inducing Potential of TRAIL in Cancer Cells Molecules, 14(2), 738–754 https://doi.org/10.3390/molecules

Wang, M., Jin, Z., Fan, S., Ju, X., & Xiao, X (2021) Chinese residents’ preferences and consuming intentions for hotels after COVID-19 pandemic: a theory of planned behaviour approach Anatolia, 32(1), 132-135

Weber, K (2001) OUTDOOR ADVENTURE TOURISM A Review of Research Approaches In Annals of Tourism Research (Vol 28, Issue 2) www.elsevier.com/locate/atoures

Wen, J., Kozak, M., Yang, S., & Liu, F (2021) COVID-19: potential effects on Chinese citizens’ lifestyle and travel Tourism Review, 76(1), 74–87 https://doi.org/10.1108/TR-03-2020-

Xiao, C., Zhu, Y., Hu, D., & Xie, Z (2020) The Impact of Tik Tok Video Marketing on Tourist Destination Image Cognition and Tourism Intention Proceedings - 2020 International Workshop on Electronic Communication and Artificial Intelligence, IWECAI 2020, 116–

Yao, Y., Zhao, X., Ren, L., & Jia, G (2023) Compensatory travel in the post COVID-19 pandemic era How does boredom stimulate intentions https://doi.org/https://doi.org/10.1016/j.jhtm.2022.12.003

Yuzhanin and Fisher (2016) examine the effectiveness of the theory of planned behavior in predicting individuals' intentions when selecting travel destinations Their review, published in Tourism Review, highlights the significance of understanding psychological factors that influence travel choices The study emphasizes the role of attitudes, subjective norms, and perceived behavioral control in shaping travelers' intentions, providing valuable insights for tourism marketers and researchers This comprehensive analysis contributes to the ongoing discourse on consumer behavior in the tourism sector, offering a framework for enhancing destination appeal and marketing strategies.

Zhao, S., & Liu, Y (2023) Revenge tourism after the lockdown: based on the SOR framework and extended TPB model Journal of Travel & Tourism Marketing, 40(5), 416-433.