Values and perceptions of customers on behavioral intentions in hard adventure tourism in the Mountain and rural areas: a comparison between Asian and Western tourists

Nguyen-Van, Ha; Nguyen, Loi Duc; Le, Anh Hai; Nguyen, Hanh Thi My; Dang, Quoc Nam Article Values and perceptions of customers on behavioral intentions in hard adventure tourism in the Mountain and rural areas: a comparison between Asian and Western tourists Cogent Business & Management Provided in Cooperation with: Taylor & Francis Group Suggested Citation: Nguyen-Van, Ha; Nguyen, Loi Duc; Le, Anh Hai; Nguyen, Hanh Thi My; Dang, Quoc Nam (2024) : Values and perceptions of customers on behavioral intentions in hard adventure tourism in the Mountain and rural areas: a comparison between Asian and Western tourists, Cogent Business & Management, ISSN 2331-1975, Taylor & Francis, Abingdon, Vol. 11, Iss. 1, pp. 1-19, https://doi.org/10.1080/23311975.2024.2401176 This Version is available at: https://hdl.handle.net/10419/326560 Standard-Nutzungsbedingungen: Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch gespeichert und kopiert werden. 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If the documents have been made available under an Open Content Licence (especially Creative Commons Licences), you may exercise further usage rights as specified in the indicated licence. https://creativecommons.org/licenses/by/4.0/ Cogent Business & Management ISSN: 2331-1975 (Online) Journal homepage: www.tandfonline.com/journals/oabm20 Values and perceptions of customers on behavioral intentions in hard adventure tourism in the Mountain and rural areas: a comparison between Asian and Western tourists Ha Nguyen-Van, Loi Duc Nguyen, Anh Hai Le, Hanh Thi My Nguyen & Quoc Nam Dang To cite this article: Ha Nguyen-Van, Loi Duc Nguyen, Anh Hai Le, Hanh Thi My Nguyen & Quoc Nam Dang (2024) Values and perceptions of customers on behavioral intentions in hard adventure tourism in the Mountain and rural areas: a comparison between Asian and Western tourists, Cogent Business & Management, 11:1, 2401176, DOI: 10.1080/23311975.2024.2401176 To link to this article: https://doi.org/10.1080/23311975.2024.2401176 © 2024 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group Published online: 13 Sep 2024. Submit your article to this journal Article views: 2087 View related articles View Crossmark data Full Terms & Conditions of access and use can be found at https://www.tandfonline.com/action/journalInformation?journalCode=oabm20 ManageMent | ReseaRch aRticle Cogent Business & ManageMent 2024, VoL. 11, no. 1, 2401176 Values and perceptions of customers on behavioral intentions in hard adventure tourism in the Mountain and rural areas: a comparison between Asian and Western tourists ha nguyen-Vana, loi Duc nguyena, anh hai lea, hanh thi My nguyena and Quoc nam Dangb aFaculty of Business administration, Banking academy, Hanoi, Vietnam; bessCa school of Management, angers, France ABSTRACT the study examined tourists’ behavioral intentions toward hard adventure tourism in mountain and rural areas by investigating the impact of customer value, in addition to assessing the impact of perceived risk factors, self-congruity, and switching costs. the study uses multidimensional theoretical frameworks for customer value dynamics as the basis for model proposals and research hypotheses, using seM models to analyze data from 503 surveys collected from tourists who have participated in hard adventure tours in the mountain and rural areas before. the results showed that customer value and actual self-image both positively impact satisfaction and behavioral intentions, while perceived risk has the opposite effect and rejects the influence of ideal self-image and switching costs. the study also found differences in behavioral intentions between asian and Western tourists, and between different income groups. the research results are expected to make practical contributions to the tourism industry in general and travel businesses in particular, thereby having solutions to increase the satisfaction and behavioral intentions of tourists in the future with discovery tourism products. 1. Introduction after the covid-19 pandemic, the world is transitioning to a new state and all activities have gradually returned to their original trajectory. the tourism industry has also witnessed a rapid recovery and the global tourism trend has also changed compared to previous years. after a long period of being locked up, tourists are now looking for different experiences, new destinations and outdoor activities. according to grand View Research (2022), adventure tourism has grown, becoming one of the most interesting, preferred and chosen tourism trends among many travelers worldwide. Over the years, there has been a significant increase in the growth of adventure-based vacation experiences (Williams et al., 2017). the global adventure tourism market size was valued at UsD 282.1 billion in 2021 and the compound annual growth rate (cagR) is expected to reach 15.2% from 2022 to 2030. this has shown great potential and competitive advantages of this type of tourism. adventure tourism is a type of journey that offers genuine experiences combined with physically demanding activities at various levels (Buckley, 2011; Muller & cleaver, 2000; swarbrooke etal., 2003). it is classified into two types “soft” and “hard” (Beedie & hudson, 2003; hudson, 2003; Mu & nepal, 2016), and they should be considered separately due to differences in risk levels and different skill and physical requirements (Bui & Kiatkawsin, 2020). hard adventure tourism involves high-risk activities that often require more strenuous physical exertion (hudson, 2003), with typical activities including rock climbing, hiking or caving (cater, 2006). therefore, this form of tourism is leading mainly in primitive areas (Kastenholz et al., 1999), which include mountain and rural areas. Moreover, discoveries in tourism and hospitality research in recent years focusing on tourists have been approached from various perspectives, © 2024 the author(s). Published by informa uK Limited, trading as taylor & Francis group CONTACT Ha nguyen-Van [email protected] Faculty of Business administration, Banking academy, Hanoi, Vietnam. https://doi.org/10.1080/23311975.2024.2401176 this is an open access article distributed under the terms of the Creative Commons attribution License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. the terms on which this article has been published allow the posting of the accepted Manuscript in a repository by the author(s) or with their consent. ARTICLE HISTORY Received 5 October 2023 Revised 19 august 2024 accepted 31 august 2024 KEYWORDS customer values; customer perceptions; hard adventures tourism; mountain and rural area; tourists’ behavioral intentions SUBJECTS the tourism industry; tourism Behaviour; tourism Management 2 h. ngUYen-Van etal. for example, the congruity (abdallat, 2012), motivation (correia et al., 2013), or expectation-perception gap (chan etal., 2019), etc. however, these aspects have been mostly studied independently, and since consumer behaviour in tourism is considered complex and long-term (li & cao, 2022), this is not sufficient to assess satisfaction and future intentions. this study examined adventure tourism intentions in the mountain and rural areas in more detail and aimed to exploit some gaps in previous literature by combining different perspectives. First, the study pointed out the necessity of using a multidimensional value framework to assess the relative impact of customer value on satisfaction and behavioral intentions in a tourism context (holbrook, 1994; Petrick, 2002; sweeney & soutar, 2001; Williams & soutar, 2009). this allows for a more in-depth analysis of consumer perceptions and provides more clarity into the perspectives of adventure tourism consumers, and the selected context is tourists who have traveled to mountain and rural areas. second, with the characteristics of the type of hard adventure tourism with a higher level of risk, perceived risk is assessed to have an influence on satisfaction and behavioral intentions. tourists’ perception of risk and safety is one of the key factors in deciding to visit a particular location (chew & Jahari, 2014), particularly in hard adventure tourism. as a result, the perceived risk element is included to improve predictability and tie the model to reality. third, tourists are reported to prefer tourism destinations/products whose images are consistent with their self-perceptions, and the stereotypical representation of the kind of individuals that frequently travel to a particular location is referred to as the destination image (abdallat, 2012). the study focused on two types of self-congruity (ideal self-image and actual self-image) in the context of adventure tourism tourists in mountain and rural areas, aiming to clarify whether satisfaction and behavioral intentions be influenced by the similarity in the image that they envision of themselves. Finally, as market rivalry intensifies, travel companies must constantly find ways to retain customers. Many studies have found that switching costs play an essential part in explaining behavioral intentions (Burnham et al., 2003; Jen et al., 2011; Jones et al., 2000; liu et al., 2005), and if companies can raise these barriers, customers are less inclined to switch to other providers. considering to switch service providers can involve different behavioral and psychological costs (Jones et al., 2000), the inclusion of switching costs in the study’s model would help to fulfill the behavioral purpose of adventure tourists. the research aims to explore the complexity of tourists’ perceptions and values and their influence on satisfaction and behavioral intentions with hard adventure tourism in the mountain and rural areas. in addition to factors related to tourist value, factors about self-congruity will be tested. and with the desire to separate this type of tourism from other types, the study hopes to explore factors that can become barriers in travel behavior. so that, the research questions addressed are “What perceptions and values might have an impact on satisfaction and behavioral intentions?” and “Does perceived risk and switching costs influences satisfaction and behavioral intention?”. Furthermore, there is an ongoing discussion on whether or not to standardize services. While some believe that global customers’ and consumers’ demands and desires, others believe that the world’s markets are getting more dynamic and changing rapidly. the standardization debate has not yet received much empirical research in the adventure tourism context (Williams et al., 2017), especially the “hard” category. the study aims to contribute to the standardization literature by comparing the behavioral intentions of asian and Western tourists, known to have cultural differences, in the context of hard category. so that, another research question pointed is “is there a difference in behavioral intentions between asian and Western tourists?”. 2. Conceptual background to the study 2.1. Dimensions of customer value to satisfaction and behavioral intentions numerous professionals and organizations point out that customer value is the “key driver” in developing a unique and competitive market position, regarded as the basis of a successful tourism marketing strategy (Rousta & Jamshidi, 2020). customer value is considered a trade-off between the benefits gained and the sacrifices, such as money, time, or effort to obtain it (Weinstein, 2020). it is contended that evaluating a service experience via comparisons of quality and pricing is insufficient, given the risks and uncertainties that consumers face (Petrick, 2002), requiring a multidimensional approach. in the mountain and rural areas, adventure tourism is recognized to have enormous development potential, which leads to analyzing tourist cOgent BUsiness & ManageMent 3 behaviors is essential (Basariya & ahmed, 2019; Dawadi & Upadhayaya, 2013; nagaraju & chandrashekara, 2014; Vujadinovic et al., 2013). several hard activities, such as hiking and trekking, mountaineering, caving, paragliding, skiing, motor biking, and others, can be organized here due to the difference and diversity of terrain and nature (mountains, forests, passes, fields, caves, etc.). as mentioned about the higher physical demands (hudson, 2003), hard adventure tourists tend to have different value drivers compared to the traditional type of tourism. this study applied the multidimensional value framework of Williams et al. (2017), which has been demonstrated to have an impact on the satisfaction and behavioral intentions of adventure tourists, encompassing functional value, price value, emotional value, social value, and novelty value. 2.1.1. Functional value Functional value is defined as a consumer’s overall assessment of a product’s utility based on perceptions of what is received and what is provided (Zeithaml, 1988). similarly, Monroe (1990) proposed that functional value in buyers’ perceptions represents a trade-off between the perceived quality or benefit of a product and the sacrifice they feel by paying the price. Basically, functional value in tourism refers to the actual or technical benefits tourists can derive by experiencing the service. Overall convenience in services also plays a crucial role in the main functions of travel service (chou, 2014). tourist satisfaction depends on the quality of services provided (al-ababneh, 2013; Beqiri et al., 2014; Khan et al., 2013), thereby increasing their awareness of the intention to return (artuger et al., 2013; Rajesh, 2013). it can be seen that functional value plays a significant role in determining tourist satisfaction. therefore, the hypothesis formed for the study is: h1: Functional value has a positive impact on customer satisfaction. 2.1.2. Price value From the customer’s point of view, price is something that is given up or sacrificed to obtain a product or service (Zeithaml, 1988). Price value, also known as economic value (lee et al., 2012), refers to the utility gained from a product due to cost-related perceptions (sweeney & soutar, 2001). Jani and han (2011) argued that customers are influenced by their viewpoint through comparison, which indicates that higher prices lead to increased expectations of quality. customer satisfaction is directly influenced by price perception while indirectly through perceived price fairness (herrmann et al., 2007). Price value has been confirmed as one of the core factors that have a significant impact on tourist satisfaction and loyalty (lee etal., 2007; 2012). therefore, the hypothesis is developed as follows: h2: Price value has a positive impact on tourist satisfaction. 2.1.3. Emotional value customers always have emotions, and consumption is an act of emotional attachment (Barlow & Maul, 2000). emotional value refers to different emotional states or sentiments (pleasant, excitement, disappointment, etc.) associated with consuming stages. consumers use their emotions to identify needs and take behaviors that will satisfy them (Robinette & Brand, 2001). in tourism, emotional value is defined as the utility offered by the potential to elicit a feeling or emotional state, and it is frequently measured against the tourists’ emotional “profile” in relation to the destination (Bansal & eiselt, 2004). a sense of belonging or being in the right place increases tourist satisfaction and also the intention to return (Yuksel et al., 2010). toyama and Yamada (2012) confirm that tourists can be satisfied with pleasant experiences. emotional value is an essential part of value drivers and has a significant impact on tourists satisfaction (lee et al., 2007; Yuan & Wu, 2008). thus, the hypothesis is created as follows: h3: emotional value has a positive impact on customer satisfaction. 2.1.4. Social value social value is the benefit of a product or service that is intended to satisfy one’s desire to gain social recognition or pride (sheth & Mittal, 2004). it includes prestige, status and common sense, not merely economic measures (hessami & Yousefi, 2013). social value is directly associated with social status and is 4 h. ngUYen-Van etal. used to enhance social status and self-esteem of service consumers. in tourism, famous places and destinations create a higher image and are respected by people (Mahika, 2011). Many previous studies have confirmed that social value has a significant impact on tourist satisfaction (gallarza & saura, 2006; gan & Wang, 2017; Vuuren & slabbert, 2011), the more the tourists’ perception of social value, the greater the satisfaction obtained. therefore, the hypothesis formed for the study is: h4: social value has a positive impact on customer satisfaction. 2.1.5. Novelty value in previous studies of tourism, novelty value was used to describe new and different experiences (crompton, 1979; Mitas & Bastiaansen, 2018), considered unfamiliar by tourists and contrasting with previous experiences (Bello & etzel, 1985; Pearson, 1970), including thrills, changes from routine, reduction in boredom and surprise (lee & crompton, 1992). even in travel determinism, variety-seeking has been replaced by novelty, which has been found to be particularly important in relation to travel destinations (crompton, 1979; Dann, 1981; Feng & Jang, 2004). the novelty value is associated with tourist satisfaction by tending to seek experiences with newness (assaker & hallak, 2013; Mitas & Bastiaansen, 2018). Besides the emotional value, the novelty value is also claimed to play a vital role in the satisfaction of adventure tourists (Williams etal., 2017). thus, the hypothesis is created as follows: h5: novelty value has a positive impact on customer satisfaction. 2.1.6. Customer satisfaction and behavioral intentions customer satisfaction is fundamental to all marketing activities, often reflecting the reaction to the experience, in which customers set their satisfaction criteria before they decide whether or not to use the service (hansemark & albinsson, 2004; Kotler, 2000). tourism satisfaction is considered the relationship between expectations and experiences, and a favorable experience leads to positive behavioral responses (Zeithaml et al., 1996). as for behavioral intention, its beneficial aspect often indicates customer loyalty (chen & chen, 2010). in fact, measuring loyalty is difficult, thus most researchers employ “behavioral intention”, which means that the tendency to loyal behavior forms a compromise of actionable loyalty (Yang & Peterson, 2004). in tourism contexts, inheriting the point of Williams et al. (2017), loyalty has been operated as a repurchase intention, positive word-of-mouth and increased share of wallet expenditure. Many previous studies have found a relationship between customer satisfaction and behavioral intentions (Del Bosque & san Martín, 2008; Yen etal., 2020; Zeng & Yi Man li, 2021). Reisinger and turner (2003) found that tourists with high satisfaction may have behaviors such as revisiting a destination, recommending it to others, or making positive comments about that destination. and hence the hypothesis is: h11: customer satisfaction has a positive impact on behavioral intentions. 2.2. Perceived risk and customer satisfaction Perceived risk in tourism is referred to tourists’ impression of whether a travel event surpasses their acceptable level (Reichel et al., 2007), or their probability of misfortune during a trip or at a destination (sohn et al., 2016). in addition, it is also understood as tourists’ perception of negative outcomes, or uncertainties that may occur from the trip (tseng & Wang, 2016). tourists perceive different risk concerns as a result of variances in geography, culture, psychology, and travel experiences, which impact their behavioral intentions in different ways (hasan et al., 2017). More specifically, perceived risks in tourism related to crime, natural disasters, sanitation, traffic, time, language and communication (emami & Ranjbarian, 2019; Reisinger & Mavondo, 2005). Kozak etal. (2007) found that countries’ tourism and hospitality industries are affected by poor safety and security. Perceived risk is a threat to the success of marketing, as it focuses consumers on the possibility of losing resources (salam et al., 2003). the findings of several studies suggest that perceived risk has an impact on tourist satisfaction (chen et al., 2017; sohn et al., 2016). there is a significant relationship cOgent BUsiness & ManageMent 5 between perceived risk and negative consumer emotions, which have a direct affect on satisfaction (chaudhuri, 1997). Perceived risk is proven to have a negative impact on tourist satisfaction (eid, 2011; Johnson et al., 2008; Viet et al., 2020). thus, the hypothesis is created as follows: h6: Perceived risk has a negative impact on customer satisfaction. 2.3. Self-congruity to satisfaction and behavioral intentions self-congruity originates from self-image, which relates to all of a person’s ideas and feelings about themselves when viewed as an object (Rosenberg, 1979). self-congruity has been suggested to influence tourism motivation and destination travel (sirgy, 2014). it is shaped by the type of person one believes they are and what they are capable of liu and chen (2015), which includes the actual and ideal self (landon, 1974). consumers were supposed to choose products with images that match their perception of themselves. the self-congruity theory investigates why people choose certain brands and relate them to their self-image by utilizing them. it has a multifaceted aspect: ideal self-image is “how the consumer would like to be” and actual self-image is “how consumers perceive themselves” (sirgy & su, 2000). When there exists an identity between the tourist’s self-congruity/self-image and the destination, tourists are more likely to establish a feeling of attachment, which induces positive behaviors after the visit (cifci, 2022). in tourism and hospitality contexts, the influence of tourists’ self-congruity on destination satisfaction has been demonstrated (abdallat, 2012; chon & Olsen, 1991; Zhou et al., 2022). Based on consumer psychology studies, the better a brand image reflects a buyer’s self-concept, the more advantageous the brand’s post-purchase interaction (graeff, 1996). Follow-up studies have shown that self-congruity has a positive impact on tourist visit intentions (Beerli etal., 2007; hung & Petrick, 2012; Pratt & sparks, 2014). Meanwhile, Kastenholz (2004) failed to prove its relationship to recommendation intention. thus, the robustness of self-congruity’s effects needs to be examined by more research based on various contexts. We propose the following hypothesis: h7: ideal self-image has a positive impact on customer satisfaction. h8: ideal self-image has a positive impact on behavioral intentions. h9: actual self-image has a positive impact on customer satisfaction. h10: actual self-image has a positive impact on behavioral intentions. 2.4. Switching costs and the relationship between satisfaction and behavioral intentions switching costs are defined as costs or sacrifices that may arise when customers change to suppliers, including monetary and non-monetary costs (Dick & Basu, 1994). Monetary costs include actual financial costs and loss of financial benefits (aydin et al., 2005), whereas non-financial costs are mainly related to time, and psychological costs refer to perceived risk, which represents uncertainty and adverse consequences of purchasing a product, service from a new brand in consumer perception (Dowling & staelin, 1994). switching cost is an intangible cost but plays a very important role in the development strategy of a company, the ultimate goal of building a switching cost strategy at businesses is to make customers feel more disadvantaged when switching to using products or services from other suppliers, thereby creating competitive advantages for their own businesses. the concept of high switching costs can offer a passive cause for customers to choose to stay with the current supplier (Fullerton, 2003). Furthermore, even if they are not entirely pleased or when service quality is inconsistent, customers will get tied into their current provider relationships when the switching costs are high (Jen et al., 2011). in fact, the positive effect of customer satisfaction on purchase intentions increases as supplier switching costs are greater (Vázquez‐casielles et al., 2009). the association between customer satisfaction and their behavioral intentions is influenced by switching costs, including vendor acquisition or switching behavior (Jones etal., 2000). thus, the hypothesis is created as follows: 6 h. ngUYen-Van etal. h12: switching costs play a moderating role in the relationship between customer satisfaction and behavioral intention. the conceptual model is depicted in Figure 1. 3.The proposed model and method the proposed model and research hypotheses were developed based on reliable literature in the context of tourism in general and adventure tourism in particular, which was searched and reviewed on google scholar, as well as eBscOhost, ProQuest databases. cross-sectional research design was used with the desire to prove the assumptions in the research context, with the aim of enhancing the understanding of different concepts related to customer satisfaction and behavioral intention. the proposed model is shown as follows: to obtain the most honest and objective data, the study used quantitative research methods through questionnaire surveys to empirically investigate customer values, perceived risk, self-congruity and switching costs on their satisfaction and behavioral intentions towards hard adventure tourism in mountain and rural areas. Measurement scales used in this study were adapted from the existing literature, and implemented in the context of hard adventure tourism in the mountain and rural areas - the main research object of the survey. customer value factors are applied from research on adventure tourism by Williams etal. (2017); measurement items to measure perceived risk were adapted from the scales used by Viet etal. (2020); measure self-congruity by the scale used by abdallat (2012); and measure switching costs by the scale used by Jen et al. (2011). On top of that, customer satisfaction and behavioral intentions scales were adapted from the study of Williams et al. (2017). all the variables and items were measured using a five-point likert scale with anchors of “strongly disagree” and “strongly agree”. accordingly, the general description for the scale is shown in table 1. a total of 44 items were used in the official scale of the study. in order to reflect the context and purpose of this study, modifications were made to the scales and item phrasing. the questionnaire was tested by sent to 20 respondents including tourists, and personnel working in the field of tourism and marketing, to ensure that the questions are not confused before the official survey. through receiving Figure 1. the proposed model. Source: Researchers’ summary results. cOgent BUsiness & ManageMent 7 opinions from respondents to make model and scale modifications with the desire to show the highest clarity and accuracy in the survey process, thereby obtaining the most rigorous and meaningful conclusions. after being completed, the questionnaire was sent to tourists who participated in hard adventure tours in the mountain and rural areas, covering asian and Western tourists (including europe, the americas and australia) to obtain data consistent with the research goals and scope. Respondents are assured that their participation is completely voluntary and private and that the information provided will be for research purposes only and will not be used for any other purpose. this commitment was clearly stated to all participants in writing in a separate opening section of the survey, and only when they agreed was it carried forward to the main survey. as a result, 503 valid responses were collected through non-profitability sampling methods, including convenience sampling and snowball sampling. We used sPss 26 and aMOs 24 software to analyze data by running cronbach’s alpha to review the reliability of the scale; eFa, cFa and seM factor analysis to verify the relationships between variables in the model. in addition, we also examined the role of regulatory variables and verified differences between identity variables, with the desire to find new findings related to the “behavioral intentions” of tourists in a multicultural context, thereby increasing the significance of the study. the authors state that the manuscript is honest, truthful, and transparent, that no key aspects of the investigation have been omitted, and that any differences from the study as planned have been clarified. this study followed all writing ethics. the ethical committee of the Banking academy of Vietnam, Vietnam has granted approval for this study on august 2023 (Ref. no. 2500/hD-hVnh-Vnc1). 4. Results 4.1. Descriptive statistics table 2 reveals that, out of 503 valid answers, 50.7% of the participants are male, 45.5% are female and another is 3.8%. asia accounts for the highest proportion (46.3%), followed by europe (19.3%), australia (17.7%), and finally america (16.7%). in terms of age distribution, the concentration is on tourists from 26-35 years old (41.7%), followed by 18-25 years old (32.6%), from 36-45 years old (17.9%) and finally have the lowest rate is over 45 years old (7.8%). it can be seen that the participants mainly focus on young people. Regarding occupation, office workers (all ranks) accounted for the majority (51.1%) of respondents, followed by freelance workers (17.3%), college/university students (14.7%), particular jobs (7.6%), other occupational groups (6.4%) and engineers/scientists (3.0%). Regarding participants’ income, mainly tourists had an average income of $2000-4000 (41.7%) and less than $2000 (37.4%), higher income levels had fewer, specifically $4000-6000 has 16.5% and over $6000 only accounts for 4.4%. For multiple choice questions, when asked about the type of tourists who have experienced in the mountain and rural areas, mountaineering, hiking and trekking options dominated with 83.5% and 81.3% of respondents having participated, respectively, followed by caving (37.4%), motor biking (22.3%), skydiving/paragliding/hang-gliding (22.1%), skiing (21.7%) and other (7.4%). in particular, asian tourists chose relatively few higher-risk options such as paragliding, or skiing, but only focus on mass options such as trekking or climbing. tourists were the most likely to choose this type of tourism to travel with Table 1. scale description. sign Construct number of items source FV Functional value 4Williams etal. (2017) PV Price value 4 eV emotional value 4 sV social value 4 nV novelty value 4 PR Perceived risk 4Viet et al. (2020) is ideal self-image 4abdallat (2012) as actual self-image 4 sC switching costs 3Jen et al. (2011) Cs Customer satisfaction 5Williams etal. (2017) Bi Behavioral intentions 4 Source: Researchers’ summary results. 14 h. ngUYen-Van etal. “switching costs” have no impact on the relationship between satisfaction and behavioral intention. the study also added important cross-cultural knowledge by pointing out the differences between the behavior of asian and Western tourists. in comparison, asian tourists seem to be the most shy about adventurous experiences. the study still has limitations that need to be addressed in the future. Firstly, as mentioned, individual psychology is relatively complex and difficult to grasp, requiring more related experiments along with perspectives corresponding to other multidimensional models. in fact, customer value is also approached from many different aspects. For example, lee etal. (2007) approach customer value through two dimensions: hedonistic value and utilitarian value. Or based on differences in customer characteristics, eid (2015) points out that for Muslim travelers, their satisfaction is also influenced by the “islamic attribute value” derived from their own religion. Further research can expand and explore other aspects of customer value for specific types of customers, as well as for other types of tourism. in addition, there are many other variables that are able to moderate the relationship between satisfaction and behavioral intentions in tourism such as subjective knowledge, variety-seeking, etc, so that further studies can examine the model with new regulatory variables. secondly, the assessment of cross-culture in the research article only stops at asian and Western cultures, which can be expanded or more specific. the scope of research can be deployed on a broader scale, thereby becoming global; or narrow it down to specific countries to have the most realistic recommendations for each region or country. Finally, some aspects may have been overlooked. Most typically, previous studies have shown that adventure tourism is a type of tourism associated with nature and locality (Beedie & hudson, 2003; Mason et al., 2018). aspects related to social responsibility should be mentioned. On the other hand, sustainable tourism models or green tourism can be inseparable aspects to exploit. sustainable tourism or green tourism are also the most concerned tourism issues and trends today, but have not been deeply explored for the current research topic. Further research may focus on exploring this topic to find friendly and sustainable development solutions for the “smokeless industry” of the world. Authors distributions authors Ms. ha nguyen-Van and Mr. loi Duc nguyen contributed significantly to the conception and design of the work, interpreted the data, drafted the article and revised it critically for intellectual content, and were responsible for final approval of the session version that will be published. co-authors Mr. anh hai le, Ms. hanh thi My nguyen and Mr. Quoc nam Dang participated in the collection, analysis and interpretation of data, and assisted in the design and drafting of the work. Ms. ha nguyen-Van and Mr. Quoc nam Dang also asked for the funding for this paper. all authors agree to be accountable for all aspects of the work. Disclosure statement no potential conflict of interest was reported by the author(s). Funding this research is supported by “Banking academy of Vietnam, hanoi, Vietnam” with grant. About the authors Ha Nguyen-Van is Dean of Business administration of Banking academy of Vietnam. she has research in the fields of tourism, supply chain, entrepreneurship, human resource, renovation, strategy… and have many articles published in prestigious magazines. Loi Duc Nguyen is currently a master’s student in the international Master of Business administration at i-shOU University, Kaohsiung, taiwan. he has experience working in the field of tourism marketing and has experience in research. his research interests include tourism and hospitality, Marketing and Digital applications. Anh Hai Le has a bachelor’s degree in Business administration, has experience working in the banking sector and research field. his research interests are tourism and hospitality, F&B and Digital applications. cOgent BUsiness & ManageMent 15 Hanh Thi My Nguyen has a bachelor’s degree in Business administration and has experience working in the field of writing and research. her research interests are entrepreneurship, strategic Management and Marketing. Quoc Nam Dang is a student at essca school of Management, France and has research in the fields of ai, quality of training services, travelling, and tourism. Data availability statement the data that support the findings of this study are available from the corresponding author upon reasonable request.abdallat, M. M. (2012). actual self-image, ideal self-image and the relation between satisfaction and destination loyalty. Journal of Tourism & Hospitality, 1(4), 1–11. https://doi.org/10.4172/2167-0269.1000102 al-ababneh, M. 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