Nguyen-Van, Ha; Nguyen, Loi Duc; Le, Anh Hai; Nguyen, Hanh Thi My; Dang, Quoc
Nam
A icle
Values and pe cep ions o cus ome s on beha io al in en ions in ha d
ad en u e ou ism in he Moun ain and u al a eas: a compa ison
be ween Asian and Wes e n ou is s
Cogen Business & Managemen
P o ided in Coope a ion wi h:
Taylo & F ancis G oup
Sugges ed Ci a ion: Nguyen-Van, Ha; Nguyen, Loi Duc; Le, Anh Hai; Nguyen, Hanh Thi My; Dang,
Quoc Nam (2024) : Values and pe cep ions o cus ome s on beha io al in en ions in ha d ad en u e
ou ism in he Moun ain and u al a eas: a compa ison be ween Asian and Wes e n ou is s, Cogen
Business & Managemen , ISSN 2331-1975, Taylo & F ancis, Abingdon, Vol. 11, Iss. 1, pp. 1-19,
h ps://doi.o g/10.1080/23311975.2024.2401176
This Ve sion is a ailable a :
h ps://hdl.handle.ne /10419/326560
S anda d-Nu zungsbedingungen:
Die Dokumen e au EconS o dü en zu eigenen wissenscha lichen
Zwecken und zum P i a geb auch gespeiche und kopie we den.
Sie dü en die Dokumen e nich ü ö en liche ode komme zielle
Zwecke e iel äl igen, ö en lich auss ellen, ö en lich zugänglich
machen, e eiben ode ande wei ig nu zen.
So e n die Ve asse die Dokumen e un e Open-Con en -Lizenzen
(insbesonde e CC-Lizenzen) zu Ve ügung ges ell haben soll en,
gel en abweichend on diesen Nu zungsbedingungen die in de do
genann en Lizenz gewäh en Nu zungs ech e.
Te ms o use:
Documen s in EconS o may be sa ed and copied o you pe sonal
and schola ly pu poses.
You a e no o copy documen s o public o comme cial pu poses, o
exhibi he documen s publicly, o make hem publicly a ailable on he
in e ne , o o dis ibu e o o he wise use he documen s in public.
I he documen s ha e been made a ailable unde an Open Con en
Licence (especially C ea i e Commons Licences), you may exe cise
u he usage igh s as speci ied in he indica ed licence.
h ps://c ea i ecommons.o g/licenses/by/4.0/
Cogen Business & Managemen
ISSN: 2331-1975 (Online) Jou nal homepage: www. and online.com/jou nals/oabm20
Values and pe cep ions o cus ome s on
beha io al in en ions in ha d ad en u e ou ism
in he Moun ain and u al a eas: a compa ison
be ween Asian and Wes e n ou is s
Ha Nguyen-Van, Loi Duc Nguyen, Anh Hai Le, Hanh Thi My Nguyen & Quoc
Nam Dang
To ci e his a icle: Ha Nguyen-Van, Loi Duc Nguyen, Anh Hai Le, Hanh Thi My Nguyen &
Quoc Nam Dang (2024) Values and pe cep ions o cus ome s on beha io al in en ions
in ha d ad en u e ou ism in he Moun ain and u al a eas: a compa ison be ween
Asian and Wes e n ou is s, Cogen Business & Managemen , 11:1, 2401176, DOI:
10.1080/23311975.2024.2401176
To link o his a icle: h ps://doi.o g/10.1080/23311975.2024.2401176
© 2024 The Au ho (s). Published by In o ma
UK Limi ed, ading as Taylo & F ancis
G oup
Published online: 13 Sep 2024.
Submi you a icle o his jou nal
A icle iews: 2087
View ela ed a icles
View C ossma k da a
Full Te ms & Condi ions o access and use can be ound a
h ps://www. and online.com/ac ion/jou nalIn o ma ion?jou nalCode=oabm20
ManageMen | ReseaRch aR icle
Cogen Business & ManageMen
2024, VoL. 11, no. 1, 2401176
Values and pe cep ions o cus ome s on beha io al in en ions in
ha d ad en u e ou ism in he Moun ain and u al a eas: a
compa ison be ween Asian and Wes e n ou is s
ha nguyen-Vana, loi Duc nguyena, anh hai lea, hanh hi My nguyena and
Quoc nam Dangb
aFacul y o Business adminis a ion, Banking academy, Hanoi, Vie nam; bessCa school o Managemen , ange s, F ance
ABSTRACT
he s udy examined ou is s’ beha io al in en ions owa d ha d ad en u e ou ism in
moun ain and u al a eas by in es iga ing he impac o cus ome alue, in addi ion o
assessing he impac o pe cei ed isk ac o s, sel -cong ui y, and swi ching cos s. he
s udy uses mul idimensional heo e ical amewo ks o cus ome alue dynamics as he
basis o model p oposals and esea ch hypo heses, using seM models o analyze da a
om 503 su eys collec ed om ou is s who ha e pa icipa ed in ha d ad en u e ou s
in he moun ain and u al a eas be o e. he esul s showed ha cus ome alue and
ac ual sel -image bo h posi i ely impac sa is ac ion and beha io al in en ions, while
pe cei ed isk has he opposi e e ec and ejec s he in luence o ideal sel -image and
swi ching cos s. he s udy also ound di e ences in beha io al in en ions be ween
asian and Wes e n ou is s, and be ween di e en income g oups. he esea ch esul s
a e expec ed o make p ac ical con ibu ions o he ou ism indus y in gene al and
a el businesses in pa icula , he eby ha ing solu ions o inc ease he sa is ac ion and
beha io al in en ions o ou is s in he u u e wi h disco e y ou ism p oduc s.
1. In oduc ion
a e he co id-19 pandemic, he wo ld is ansi ioning o a new s a e and all ac i i ies ha e g adually
e u ned o hei o iginal ajec o y. he ou ism indus y has also wi nessed a apid eco e y and he
global ou ism end has also changed compa ed o p e ious yea s. a e a long pe iod o being locked
up, ou is s a e now looking o di e en expe iences, new des ina ions and ou doo ac i i ies. acco ding
o g and View Resea ch (2022), ad en u e ou ism has g own, becoming one o he mos in e es ing,
p e e ed and chosen ou ism ends among many a ele s wo ldwide. O e he yea s, he e has been
a signi ican inc ease in he g ow h o ad en u e-based aca ion expe iences (Williams e al., 2017). he
global ad en u e ou ism ma ke size was alued a UsD 282.1 billion in 2021 and he compound annual
g ow h a e (cagR) is expec ed o each 15.2% om 2022 o 2030. his has shown g ea po en ial and
compe i i e ad an ages o his ype o ou ism.
ad en u e ou ism is a ype o jou ney ha o e s genuine expe iences combined wi h physically
demanding ac i i ies a a ious le els (Buckley, 2011; Mulle & clea e , 2000; swa b ooke e al., 2003). i
is classi ied in o wo ypes “so ” and “ha d” (Beedie & hudson, 2003; hudson, 2003; Mu & nepal, 2016),
and hey should be conside ed sepa a ely due o di e ences in isk le els and di e en skill and physical
equi emen s (Bui & Kia kawsin, 2020). ha d ad en u e ou ism in ol es high- isk ac i i ies ha o en
equi e mo e s enuous physical exe ion (hudson, 2003), wi h ypical ac i i ies including ock climbing,
hiking o ca ing (ca e , 2006). he e o e, his o m o ou ism is leading mainly in p imi i e a eas
(Kas enholz e al., 1999), which include moun ain and u al a eas. Mo eo e , disco e ies in ou ism and
hospi ali y esea ch in ecen yea s ocusing on ou is s ha e been app oached om a ious pe spec i es,
© 2024 he au ho (s). Published by in o ma uK Limi ed, ading as aylo & F ancis g oup
CONTACT Ha nguyen-Van han @h nh.edu. n Facul y o Business adminis a ion, Banking academy, Hanoi, Vie nam.
h ps://doi.o g/10.1080/23311975.2024.2401176
his is an open access a icle dis ibu ed unde he e ms o he C ea i e Commons a ibu ion License (h p://c ea i ecommons.o g/licenses/by/4.0/), which
pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed. he e ms on which his a icle has been
published allow he pos ing o he accep ed Manusc ip in a eposi o y by he au ho (s) o wi h hei consen .
ARTICLE HISTORY
Recei ed 5 Oc obe 2023
Re ised 19 augus 2024
accep ed 31 augus 2024
KEYWORDS
cus ome alues;
cus ome pe cep ions;
ha d ad en u es ou ism;
moun ain and u al a ea;
ou is s’ beha io al
in en ions
SUBJECTS
he ou ism indus y;
ou ism Beha iou ;
ou ism Managemen
2 h. ngUYen-Van e al.
o example, he cong ui y (abdalla , 2012), mo i a ion (co eia e al., 2013), o expec a ion-pe cep ion
gap (chan e al., 2019), e c. howe e , hese aspec s ha e been mos ly s udied independen ly, and since
consume beha iou in ou ism is conside ed complex and long- e m (li & cao, 2022), his is no su i-
cien o assess sa is ac ion and u u e in en ions. his s udy examined ad en u e ou ism in en ions in
he moun ain and u al a eas in mo e de ail and aimed o exploi some gaps in p e ious li e a u e by
combining di e en pe spec i es.
Fi s , he s udy poin ed ou he necessi y o using a mul idimensional alue amewo k o assess he
ela i e impac o cus ome alue on sa is ac ion and beha io al in en ions in a ou ism con ex (holb ook,
1994; Pe ick, 2002; sweeney & sou a , 2001; Williams & sou a , 2009). his allows o a mo e in-dep h
analysis o consume pe cep ions and p o ides mo e cla i y in o he pe spec i es o ad en u e ou ism
consume s, and he selec ed con ex is ou is s who ha e a eled o moun ain and u al a eas. second,
wi h he cha ac e is ics o he ype o ha d ad en u e ou ism wi h a highe le el o isk, pe cei ed isk
is assessed o ha e an in luence on sa is ac ion and beha io al in en ions. ou is s’ pe cep ion o isk and
sa e y is one o he key ac o s in deciding o isi a pa icula loca ion (chew & Jaha i, 2014), pa icula ly
in ha d ad en u e ou ism. as a esul , he pe cei ed isk elemen is included o imp o e p edic abili y
and ie he model o eali y. hi d, ou is s a e epo ed o p e e ou ism des ina ions/p oduc s whose
images a e consis en wi h hei sel -pe cep ions, and he s e eo ypical ep esen a ion o he kind o
indi iduals ha equen ly a el o a pa icula loca ion is e e ed o as he des ina ion image (abdalla ,
2012). he s udy ocused on wo ypes o sel -cong ui y (ideal sel -image and ac ual sel -image) in he
con ex o ad en u e ou ism ou is s in moun ain and u al a eas, aiming o cla i y whe he sa is ac ion
and beha io al in en ions be in luenced by he simila i y in he image ha hey en ision o hemsel es.
Finally, as ma ke i al y in ensi ies, a el companies mus cons an ly ind ways o e ain cus ome s.
Many s udies ha e ound ha swi ching cos s play an essen ial pa in explaining beha io al in en ions
(Bu nham e al., 2003; Jen e al., 2011; Jones e al., 2000; liu e al., 2005), and i companies can aise
hese ba ie s, cus ome s a e less inclined o swi ch o o he p o ide s. conside ing o swi ch se ice
p o ide s can in ol e di e en beha io al and psychological cos s (Jones e al., 2000), he inclusion o
swi ching cos s in he s udy’s model would help o ul ill he beha io al pu pose o ad en u e ou is s.
he esea ch aims o explo e he complexi y o ou is s’ pe cep ions and alues and hei in luence on
sa is ac ion and beha io al in en ions wi h ha d ad en u e ou ism in he moun ain and u al a eas. in
addi ion o ac o s ela ed o ou is alue, ac o s abou sel -cong ui y will be es ed. and wi h he
desi e o sepa a e his ype o ou ism om o he ypes, he s udy hopes o explo e ac o s ha can
become ba ie s in a el beha io . so ha , he esea ch ques ions add essed a e “Wha pe cep ions and
alues migh ha e an impac on sa is ac ion and beha io al in en ions?” and “Does pe cei ed isk and
swi ching cos s in luences sa is ac ion and beha io al in en ion?”. Fu he mo e, he e is an ongoing dis-
cussion on whe he o no o s anda dize se ices. While some belie e ha global cus ome s’ and con-
sume s’ demands and desi es, o he s belie e ha he wo ld’s ma ke s a e ge ing mo e dynamic and
changing apidly. he s anda diza ion deba e has no ye ecei ed much empi ical esea ch in he ad en-
u e ou ism con ex (Williams e al., 2017), especially he “ha d” ca ego y. he s udy aims o con ibu e
o he s anda diza ion li e a u e by compa ing he beha io al in en ions o asian and Wes e n ou is s,
known o ha e cul u al di e ences, in he con ex o ha d ca ego y. so ha , ano he esea ch ques ion
poin ed is “is he e a di e ence in beha io al in en ions be ween asian and Wes e n ou is s?”.
2. Concep ual backg ound o he s udy
2.1. Dimensions o cus ome alue o sa is ac ion and beha io al in en ions
nume ous p o essionals and o ganiza ions poin ou ha cus ome alue is he “key d i e ” in de eloping a
unique and compe i i e ma ke posi ion, ega ded as he basis o a success ul ou ism ma ke ing s a egy
(Rous a & Jamshidi, 2020). cus ome alue is conside ed a ade-o be ween he bene i s gained and he
sac i ices, such as money, ime, o e o o ob ain i (Weins ein, 2020). i is con ended ha e alua ing a
se ice expe ience ia compa isons o quali y and p icing is insu icien , gi en he isks and unce ain ies
ha consume s ace (Pe ick, 2002), equi ing a mul idimensional app oach. in he moun ain and u al a eas,
ad en u e ou ism is ecognized o ha e eno mous de elopmen po en ial, which leads o analyzing ou is
cOgen BUsiness & ManageMen 3
beha io s is essen ial (Basa iya & ahmed, 2019; Dawadi & Upadhayaya, 2013; naga aju & chand asheka a,
2014; Vujadino ic e al., 2013). se e al ha d ac i i ies, such as hiking and ekking, moun ainee ing, ca ing,
pa agliding, skiing, mo o biking, and o he s, can be o ganized he e due o he di e ence and di e si y o
e ain and na u e (moun ains, o es s, passes, ields, ca es, e c.). as men ioned abou he highe physical
demands (hudson, 2003), ha d ad en u e ou is s end o ha e di e en alue d i e s compa ed o he a-
di ional ype o ou ism. his s udy applied he mul idimensional alue amewo k o Williams e al. (2017),
which has been demons a ed o ha e an impac on he sa is ac ion and beha io al in en ions o ad en u e
ou is s, encompassing unc ional alue, p ice alue, emo ional alue, social alue, and no el y alue.
2.1.1. Func ional alue
Func ional alue is de ined as a consume ’s o e all assessmen o a p oduc ’s u ili y based on pe cep ions
o wha is ecei ed and wha is p o ided (Zei haml, 1988). simila ly, Mon oe (1990) p oposed ha unc-
ional alue in buye s’ pe cep ions ep esen s a ade-o be ween he pe cei ed quali y o bene i o a
p oduc and he sac i ice hey eel by paying he p ice. Basically, unc ional alue in ou ism e e s o he
ac ual o echnical bene i s ou is s can de i e by expe iencing he se ice. O e all con enience in se -
ices also plays a c ucial ole in he main unc ions o a el se ice (chou, 2014). ou is sa is ac ion
depends on he quali y o se ices p o ided (al-ababneh, 2013; Beqi i e al., 2014; Khan e al., 2013),
he eby inc easing hei awa eness o he in en ion o e u n (a uge e al., 2013; Rajesh, 2013). i can
be seen ha unc ional alue plays a signi ican ole in de e mining ou is sa is ac ion. he e o e, he
hypo hesis o med o he s udy is:
h1: Func ional alue has a posi i e impac on cus ome sa is ac ion.
2.1.2. P ice alue
F om he cus ome ’s poin o iew, p ice is some hing ha is gi en up o sac i iced o ob ain a p oduc
o se ice (Zei haml, 1988). P ice alue, also known as economic alue (lee e al., 2012), e e s o he
u ili y gained om a p oduc due o cos - ela ed pe cep ions (sweeney & sou a , 2001). Jani and han
(2011) a gued ha cus ome s a e in luenced by hei iewpoin h ough compa ison, which indica es
ha highe p ices lead o inc eased expec a ions o quali y. cus ome sa is ac ion is di ec ly in luenced
by p ice pe cep ion while indi ec ly h ough pe cei ed p ice ai ness (he mann e al., 2007). P ice alue
has been con i med as one o he co e ac o s ha ha e a signi ican impac on ou is sa is ac ion and
loyal y (lee e al., 2007; 2012). he e o e, he hypo hesis is de eloped as ollows:
h2: P ice alue has a posi i e impac on ou is sa is ac ion.
2.1.3. Emo ional alue
cus ome s always ha e emo ions, and consump ion is an ac o emo ional a achmen (Ba low & Maul,
2000). emo ional alue e e s o di e en emo ional s a es o sen imen s (pleasan , exci emen , disap-
poin men , e c.) associa ed wi h consuming s ages. consume s use hei emo ions o iden i y needs and
ake beha io s ha will sa is y hem (Robine e & B and, 2001). in ou ism, emo ional alue is de ined as
he u ili y o e ed by he po en ial o elici a eeling o emo ional s a e, and i is equen ly measu ed
agains he ou is s’ emo ional “p o ile” in ela ion o he des ina ion (Bansal & eisel , 2004). a sense o
belonging o being in he igh place inc eases ou is sa is ac ion and also he in en ion o e u n
(Yuksel e al., 2010). oyama and Yamada (2012) con i m ha ou is s can be sa is ied wi h pleasan
expe iences. emo ional alue is an essen ial pa o alue d i e s and has a signi ican impac on ou is s
sa is ac ion (lee e al., 2007; Yuan & Wu, 2008). hus, he hypo hesis is c ea ed as ollows:
h3: emo ional alue has a posi i e impac on cus ome sa is ac ion.
2.1.4. Social alue
social alue is he bene i o a p oduc o se ice ha is in ended o sa is y one’s desi e o gain social
ecogni ion o p ide (she h & Mi al, 2004). i includes p es ige, s a us and common sense, no me ely
economic measu es (hessami & Youse i, 2013). social alue is di ec ly associa ed wi h social s a us and is
4 h. ngUYen-Van e al.
used o enhance social s a us and sel -es eem o se ice consume s. in ou ism, amous places and des-
ina ions c ea e a highe image and a e espec ed by people (Mahika, 2011). Many p e ious s udies ha e
con i med ha social alue has a signi ican impac on ou is sa is ac ion (galla za & sau a, 2006; gan
& Wang, 2017; Vuu en & slabbe , 2011), he mo e he ou is s’ pe cep ion o social alue, he g ea e he
sa is ac ion ob ained. he e o e, he hypo hesis o med o he s udy is:
h4: social alue has a posi i e impac on cus ome sa is ac ion.
2.1.5. No el y alue
in p e ious s udies o ou ism, no el y alue was used o desc ibe new and di e en expe iences
(c omp on, 1979; Mi as & Bas iaansen, 2018), conside ed un amilia by ou is s and con as ing wi h p e-
ious expe iences (Bello & e zel, 1985; Pea son, 1970), including h ills, changes om ou ine, educ ion
in bo edom and su p ise (lee & c omp on, 1992). e en in a el de e minism, a ie y-seeking has been
eplaced by no el y, which has been ound o be pa icula ly impo an in ela ion o a el des ina ions
(c omp on, 1979; Dann, 1981; Feng & Jang, 2004). he no el y alue is associa ed wi h ou is sa is ac ion
by ending o seek expe iences wi h newness (assake & hallak, 2013; Mi as & Bas iaansen, 2018). Besides
he emo ional alue, he no el y alue is also claimed o play a i al ole in he sa is ac ion o ad en u e
ou is s (Williams e al., 2017). hus, he hypo hesis is c ea ed as ollows:
h5: no el y alue has a posi i e impac on cus ome sa is ac ion.
2.1.6. Cus ome sa is ac ion and beha io al in en ions
cus ome sa is ac ion is undamen al o all ma ke ing ac i i ies, o en e lec ing he eac ion o he expe-
ience, in which cus ome s se hei sa is ac ion c i e ia be o e hey decide whe he o no o use he
se ice (hansema k & albinsson, 2004; Ko le , 2000). ou ism sa is ac ion is conside ed he ela ionship
be ween expec a ions and expe iences, and a a o able expe ience leads o posi i e beha io al esponses
(Zei haml e al., 1996). as o beha io al in en ion, i s bene icial aspec o en indica es cus ome loyal y
(chen & chen, 2010). in ac , measu ing loyal y is di icul , hus mos esea che s employ “beha io al
in en ion”, which means ha he endency o loyal beha io o ms a comp omise o ac ionable loyal y
(Yang & Pe e son, 2004). in ou ism con ex s, inhe i ing he poin o Williams e al. (2017), loyal y has
been ope a ed as a epu chase in en ion, posi i e wo d-o -mou h and inc eased sha e o walle expen-
di u e. Many p e ious s udies ha e ound a ela ionship be ween cus ome sa is ac ion and beha io al
in en ions (Del Bosque & san Ma ín, 2008; Yen e al., 2020; Zeng & Yi Man li, 2021). Reisinge and u ne
(2003) ound ha ou is s wi h high sa is ac ion may ha e beha io s such as e isi ing a des ina ion,
ecommending i o o he s, o making posi i e commen s abou ha des ina ion. and hence he
hypo hesis is:
h11: cus ome sa is ac ion has a posi i e impac on beha io al in en ions.
2.2. Pe cei ed isk and cus ome sa is ac ion
Pe cei ed isk in ou ism is e e ed o ou is s’ imp ession o whe he a a el e en su passes hei
accep able le el (Reichel e al., 2007), o hei p obabili y o mis o une du ing a ip o a a des ina ion
(sohn e al., 2016). in addi ion, i is also unde s ood as ou is s’ pe cep ion o nega i e ou comes, o
unce ain ies ha may occu om he ip ( seng & Wang, 2016). ou is s pe cei e di e en isk conce ns
as a esul o a iances in geog aphy, cul u e, psychology, and a el expe iences, which impac hei
beha io al in en ions in di e en ways (hasan e al., 2017). Mo e speci ically, pe cei ed isks in ou ism
ela ed o c ime, na u al disas e s, sani a ion, a ic, ime, language and communica ion (emami &
Ranjba ian, 2019; Reisinge & Ma ondo, 2005). Kozak e al. (2007) ound ha coun ies’ ou ism and hos-
pi ali y indus ies a e a ec ed by poo sa e y and secu i y.
Pe cei ed isk is a h ea o he success o ma ke ing, as i ocuses consume s on he possibili y o
losing esou ces (salam e al., 2003). he indings o se e al s udies sugges ha pe cei ed isk has an
impac on ou is sa is ac ion (chen e al., 2017; sohn e al., 2016). he e is a signi ican ela ionship
cOgen BUsiness & ManageMen 5
be ween pe cei ed isk and nega i e consume emo ions, which ha e a di ec a ec on sa is ac ion
(chaudhu i, 1997). Pe cei ed isk is p o en o ha e a nega i e impac on ou is sa is ac ion (eid, 2011;
Johnson e al., 2008; Vie e al., 2020). hus, he hypo hesis is c ea ed as ollows:
h6: Pe cei ed isk has a nega i e impac on cus ome sa is ac ion.
2.3. Sel -cong ui y o sa is ac ion and beha io al in en ions
sel -cong ui y o igina es om sel -image, which ela es o all o a pe son’s ideas and eelings abou
hemsel es when iewed as an objec (Rosenbe g, 1979). sel -cong ui y has been sugges ed o in luence
ou ism mo i a ion and des ina ion a el (si gy, 2014). i is shaped by he ype o pe son one belie es
hey a e and wha hey a e capable o liu and chen (2015), which includes he ac ual and ideal sel
(landon, 1974). consume s we e supposed o choose p oduc s wi h images ha ma ch hei pe cep ion
o hemsel es. he sel -cong ui y heo y in es iga es why people choose ce ain b ands and ela e hem
o hei sel -image by u ilizing hem. i has a mul i ace ed aspec : ideal sel -image is “how he consume
would like o be” and ac ual sel -image is “how consume s pe cei e hemsel es” (si gy & su, 2000). When
he e exis s an iden i y be ween he ou is ’s sel -cong ui y/sel -image and he des ina ion, ou is s a e
mo e likely o es ablish a eeling o a achmen , which induces posi i e beha io s a e he isi
(ci ci, 2022).
in ou ism and hospi ali y con ex s, he in luence o ou is s’ sel -cong ui y on des ina ion sa is ac ion
has been demons a ed (abdalla , 2012; chon & Olsen, 1991; Zhou e al., 2022). Based on consume
psychology s udies, he be e a b and image e lec s a buye ’s sel -concep , he mo e ad an ageous he
b and’s pos -pu chase in e ac ion (g ae , 1996). Follow-up s udies ha e shown ha sel -cong ui y has a
posi i e impac on ou is isi in en ions (Bee li e al., 2007; hung & Pe ick, 2012; P a & spa ks, 2014).
Meanwhile, Kas enholz (2004) ailed o p o e i s ela ionship o ecommenda ion in en ion. hus, he
obus ness o sel -cong ui y’s e ec s needs o be examined by mo e esea ch based on a ious con ex s.
We p opose he ollowing hypo hesis:
h7: ideal sel -image has a posi i e impac on cus ome sa is ac ion.
h8: ideal sel -image has a posi i e impac on beha io al in en ions.
h9: ac ual sel -image has a posi i e impac on cus ome sa is ac ion.
h10: ac ual sel -image has a posi i e impac on beha io al in en ions.
2.4. Swi ching cos s and he ela ionship be ween sa is ac ion and beha io al in en ions
swi ching cos s a e de ined as cos s o sac i ices ha may a ise when cus ome s change o supplie s,
including mone a y and non-mone a y cos s (Dick & Basu, 1994). Mone a y cos s include ac ual inancial
cos s and loss o inancial bene i s (aydin e al., 2005), whe eas non- inancial cos s a e mainly ela ed o
ime, and psychological cos s e e o pe cei ed isk, which ep esen s unce ain y and ad e se conse-
quences o pu chasing a p oduc , se ice om a new b and in consume pe cep ion (Dowling & s aelin,
1994). swi ching cos is an in angible cos bu plays a e y impo an ole in he de elopmen s a egy
o a company, he ul ima e goal o building a swi ching cos s a egy a businesses is o make cus ome s
eel mo e disad an aged when swi ching o using p oduc s o se ices om o he supplie s, he eby
c ea ing compe i i e ad an ages o hei own businesses.
he concep o high swi ching cos s can o e a passi e cause o cus ome s o choose o s ay wi h
he cu en supplie (Fulle on, 2003). Fu he mo e, e en i hey a e no en i ely pleased o when se ice
quali y is inconsis en , cus ome s will ge ied in o hei cu en p o ide ela ionships when he swi ch-
ing cos s a e high (Jen e al., 2011). in ac , he posi i e e ec o cus ome sa is ac ion on pu chase
in en ions inc eases as supplie swi ching cos s a e g ea e (Vázquez‐casielles e al., 2009). he associa-
ion be ween cus ome sa is ac ion and hei beha io al in en ions is in luenced by swi ching cos s,
including endo acquisi ion o swi ching beha io (Jones e al., 2000). hus, he hypo hesis is c ea ed as
ollows:
6 h. ngUYen-Van e al.
h12: swi ching cos s play a mode a ing ole in he ela ionship be ween cus ome sa is ac ion and beha io al
in en ion.
he concep ual model is depic ed in Figu e 1.
3.The p oposed model and me hod
he p oposed model and esea ch hypo heses we e de eloped based on eliable li e a u e in he con ex
o ou ism in gene al and ad en u e ou ism in pa icula , which was sea ched and e iewed on google
schola , as well as eBscOhos , P oQues da abases. c oss-sec ional esea ch design was used wi h he
desi e o p o e he assump ions in he esea ch con ex , wi h he aim o enhancing he unde s anding
o di e en concep s ela ed o cus ome sa is ac ion and beha io al in en ion. he p oposed model is
shown as ollows:
o ob ain he mos hones and objec i e da a, he s udy used quan i a i e esea ch me hods h ough
ques ionnai e su eys o empi ically in es iga e cus ome alues, pe cei ed isk, sel -cong ui y and
swi ching cos s on hei sa is ac ion and beha io al in en ions owa ds ha d ad en u e ou ism in moun-
ain and u al a eas. Measu emen scales used in his s udy we e adap ed om he exis ing li e a u e,
and implemen ed in he con ex o ha d ad en u e ou ism in he moun ain and u al a eas - he main
esea ch objec o he su ey. cus ome alue ac o s a e applied om esea ch on ad en u e ou ism by
Williams e al. (2017); measu emen i ems o measu e pe cei ed isk we e adap ed om he scales used
by Vie e al. (2020); measu e sel -cong ui y by he scale used by abdalla (2012); and measu e swi ching
cos s by he scale used by Jen e al. (2011). On op o ha , cus ome sa is ac ion and beha io al in en-
ions scales we e adap ed om he s udy o Williams e al. (2017). all he a iables and i ems we e
measu ed using a i e-poin like scale wi h ancho s o “s ongly disag ee” and “s ongly ag ee”.
acco dingly, he gene al desc ip ion o he scale is shown in able 1.
a o al o 44 i ems we e used in he o icial scale o he s udy. in o de o e lec he con ex and
pu pose o his s udy, modi ica ions we e made o he scales and i em ph asing. he ques ionnai e was
es ed by sen o 20 esponden s including ou is s, and pe sonnel wo king in he ield o ou ism and
ma ke ing, o ensu e ha he ques ions a e no con used be o e he o icial su ey. h ough ecei ing
Figu e 1. he p oposed model.
Sou ce: Resea che s’ summa y esul s.
cOgen BUsiness & ManageMen 7
opinions om esponden s o make model and scale modi ica ions wi h he desi e o show he highes
cla i y and accu acy in he su ey p ocess, he eby ob aining he mos igo ous and meaning ul
conclusions.
a e being comple ed, he ques ionnai e was sen o ou is s who pa icipa ed in ha d ad en u e
ou s in he moun ain and u al a eas, co e ing asian and Wes e n ou is s (including eu ope, he
ame icas and aus alia) o ob ain da a consis en wi h he esea ch goals and scope. Responden s a e
assu ed ha hei pa icipa ion is comple ely olun a y and p i a e and ha he in o ma ion p o ided
will be o esea ch pu poses only and will no be used o any o he pu pose. his commi men was
clea ly s a ed o all pa icipan s in w i ing in a sepa a e opening sec ion o he su ey, and only when
hey ag eed was i ca ied o wa d o he main su ey. as a esul , 503 alid esponses we e collec ed
h ough non-p o i abili y sampling me hods, including con enience sampling and snowball sampling. We
used sPss 26 and aMOs 24 so wa e o analyze da a by unning c onbach’s alpha o e iew he eliabil-
i y o he scale; eFa, cFa and seM ac o analysis o e i y he ela ionships be ween a iables in he
model. in addi ion, we also examined he ole o egula o y a iables and e i ied di e ences be ween
iden i y a iables, wi h he desi e o ind new indings ela ed o he “beha io al in en ions” o ou is s
in a mul icul u al con ex , he eby inc easing he signi icance o he s udy. he au ho s s a e ha he
manusc ip is hones , u h ul, and anspa en , ha no key aspec s o he in es iga ion ha e been omi -
ed, and ha any di e ences om he s udy as planned ha e been cla i ied. his s udy ollowed all
w i ing e hics. he e hical commi ee o he Banking academy o Vie nam, Vie nam has g an ed app o al
o his s udy on augus 2023 (Re . no. 2500/hD-hVnh-Vnc1).
4. Resul s
4.1. Desc ip i e s a is ics
able 2 e eals ha , ou o 503 alid answe s, 50.7% o he pa icipan s a e male, 45.5% a e emale and
ano he is 3.8%. asia accoun s o he highes p opo ion (46.3%), ollowed by eu ope (19.3%), aus alia
(17.7%), and inally ame ica (16.7%). in e ms o age dis ibu ion, he concen a ion is on ou is s om
26-35 yea s old (41.7%), ollowed by 18-25 yea s old (32.6%), om 36-45 yea s old (17.9%) and inally ha e
he lowes a e is o e 45 yea s old (7.8%). i can be seen ha he pa icipan s mainly ocus on young
people. Rega ding occupa ion, o ice wo ke s (all anks) accoun ed o he majo i y (51.1%) o espon-
den s, ollowed by eelance wo ke s (17.3%), college/uni e si y s uden s (14.7%), pa icula jobs (7.6%),
o he occupa ional g oups (6.4%) and enginee s/scien is s (3.0%). Rega ding pa icipan s’ income, mainly
ou is s had an a e age income o $2000-4000 (41.7%) and less han $2000 (37.4%), highe income le els
had ewe , speci ically $4000-6000 has 16.5% and o e $6000 only accoun s o 4.4%.
Fo mul iple choice ques ions, when asked abou he ype o ou is s who ha e expe ienced in he
moun ain and u al a eas, moun ainee ing, hiking and ekking op ions domina ed wi h 83.5% and 81.3%
o esponden s ha ing pa icipa ed, espec i ely, ollowed by ca ing (37.4%), mo o biking (22.3%), sky-
di ing/pa agliding/hang-gliding (22.1%), skiing (21.7%) and o he (7.4%). in pa icula , asian ou is s
chose ela i ely ew highe - isk op ions such as pa agliding, o skiing, bu only ocus on mass op ions
such as ekking o climbing. ou is s we e he mos likely o choose his ype o ou ism o a el wi h
Table 1. scale desc ip ion.
sign Cons uc numbe o i ems sou ce
FV Func ional alue 4Williams e al. (2017)
PV P ice alue 4
eV emo ional alue 4
sV social alue 4
nV no el y alue 4
PR Pe cei ed isk 4Vie e al. (2020)
is ideal sel -image 4abdalla (2012)
as ac ual sel -image 4
sC swi ching cos s 3Jen e al. (2011)
Cs Cus ome sa is ac ion 5Williams e al. (2017)
Bi Beha io al in en ions 4
Sou ce: Resea che s’ summa y esul s.
14 h. ngUYen-Van e al.
“swi ching cos s” ha e no impac on he ela ionship be ween sa is ac ion and beha io al in en ion.
he s udy also added impo an c oss-cul u al knowledge by poin ing ou he di e ences be ween he
beha io o asian and Wes e n ou is s. in compa ison, asian ou is s seem o be he mos shy abou
ad en u ous expe iences.
he s udy s ill has limi a ions ha need o be add essed in he u u e. Fi s ly, as men ioned, indi idual
psychology is ela i ely complex and di icul o g asp, equi ing mo e ela ed expe imen s along wi h
pe spec i es co esponding o o he mul idimensional models. in ac , cus ome alue is also app oached
om many di e en aspec s. Fo example, lee e al. (2007) app oach cus ome alue h ough wo dimen-
sions: hedonis ic alue and u ili a ian alue. O based on di e ences in cus ome cha ac e is ics, eid
(2015) poin s ou ha o Muslim a ele s, hei sa is ac ion is also in luenced by he “islamic a ibu e
alue” de i ed om hei own eligion. Fu he esea ch can expand and explo e o he aspec s o cus-
ome alue o speci ic ypes o cus ome s, as well as o o he ypes o ou ism. in addi ion, he e a e
many o he a iables ha a e able o mode a e he ela ionship be ween sa is ac ion and beha io al
in en ions in ou ism such as subjec i e knowledge, a ie y-seeking, e c, so ha u he s udies can
examine he model wi h new egula o y a iables. secondly, he assessmen o c oss-cul u e in he
esea ch a icle only s ops a asian and Wes e n cul u es, which can be expanded o mo e speci ic. he
scope o esea ch can be deployed on a b oade scale, he eby becoming global; o na ow i down o
speci ic coun ies o ha e he mos ealis ic ecommenda ions o each egion o coun y. Finally, some
aspec s may ha e been o e looked. Mos ypically, p e ious s udies ha e shown ha ad en u e ou ism
is a ype o ou ism associa ed wi h na u e and locali y (Beedie & hudson, 2003; Mason e al., 2018).
aspec s ela ed o social esponsibili y should be men ioned. On he o he hand, sus ainable ou ism
models o g een ou ism can be insepa able aspec s o exploi . sus ainable ou ism o g een ou ism a e
also he mos conce ned ou ism issues and ends oday, bu ha e no been deeply explo ed o he
cu en esea ch opic. Fu he esea ch may ocus on explo ing his opic o ind iendly and sus ainable
de elopmen solu ions o he “smokeless indus y” o he wo ld.
Au ho s dis ibu ions
au ho s Ms. ha nguyen-Van and M . loi Duc nguyen con ibu ed signi ican ly o he concep ion and design o he
wo k, in e p e ed he da a, d a ed he a icle and e ised i c i ically o in ellec ual con en , and we e esponsible
o inal app o al o he session e sion ha will be published. co-au ho s M . anh hai le, Ms. hanh hi My nguyen
and M . Quoc nam Dang pa icipa ed in he collec ion, analysis and in e p e a ion o da a, and assis ed in he design
and d a ing o he wo k. Ms. ha nguyen-Van and M . Quoc nam Dang also asked o he unding o his pape . all
au ho s ag ee o be accoun able o all aspec s o he wo k.
Disclosu e s a emen
no po en ial con lic o in e es was epo ed by he au ho (s).
Funding
his esea ch is suppo ed by “Banking academy o Vie nam, hanoi, Vie nam” wi h g an .
Abou he au ho s
Ha Nguyen-Van is Dean o Business adminis a ion o Banking academy o Vie nam. she has esea ch in he ields
o ou ism, supply chain, en ep eneu ship, human esou ce, eno a ion, s a egy… and ha e many a icles published
in p es igious magazines.
Loi Duc Nguyen is cu en ly a mas e ’s s uden in he in e na ional Mas e o Business adminis a ion a i-shOU
Uni e si y, Kaohsiung, aiwan. he has expe ience wo king in he ield o ou ism ma ke ing and has expe ience in
esea ch. his esea ch in e es s include ou ism and hospi ali y, Ma ke ing and Digi al applica ions.
Anh Hai Le has a bachelo ’s deg ee in Business adminis a ion, has expe ience wo king in he banking sec o and
esea ch ield. his esea ch in e es s a e ou ism and hospi ali y, F&B and Digi al applica ions.
cOgen BUsiness & ManageMen 15
Hanh Thi My Nguyen has a bachelo ’s deg ee in Business adminis a ion and has expe ience wo king in he ield o
w i ing and esea ch. he esea ch in e es s a e en ep eneu ship, s a egic Managemen and Ma ke ing.
Quoc Nam Dang is a s uden a essca school o Managemen , F ance and has esea ch in he ields o ai, quali y
o aining se ices, a elling, and ou ism.
Da a a ailabili y s a emen
he da a ha suppo he indings o his s udy a e a ailable om he co esponding au ho upon easonable
eques .abdalla , M. M. (2012). ac ual sel -image, ideal sel -image and he ela ion be ween sa is ac ion and des ina-
ion loyal y. Jou nal o Tou ism & Hospi ali y, 1(4), 1–11. h ps://doi.o g/10.4172/2167-0269.1000102
al-ababneh, M. (2013). se ice quali y and i s impac on ou is sa is ac ion. In e disciplina y Jou nal o Con empo a y
Resea ch in Business, 4(12), 164–177.
a uge , s., ce insoz, B. c., & Kilic, i. (2013). he e ec o des ina ion image on des ina ion loyal y: an applica ion in
alanya. Eu opean Jou nal o Business and Managemen , 5(13), 124–136.
assake , g., & hallak, R. (2013). Mode a ing e ec s o ou is s’ no el y-seeking endencies on des ina ion image, is-
i o sa is ac ion, and sho -and long- e m e isi in en ions. Jou nal o T a el Resea ch, 52(5), 600–613. h ps://doi.
o g/10.1177/0047287513478497
aydin, s., Öze , g., & a asil, Ö. (2005). cus ome loyal y and he e ec o swi ching cos s as a mode a o a iable: a
case in he u kish mobile phone ma ke . Ma ke ing In elligence & Planning, 23(1), 89–103. h ps://doi.o g/10.1108/
02634500510577492
Bansal, h., & eisel , h. a. (2004). explo a o y esea ch o ou is mo i a ions and planning. Tou ism Managemen , 25(3),
387–396. h ps://doi.o g/10.1016/s0261-5177(03)00135-3
Ba low, J., & Maul, D. (2000). Emo ional alue: C ea ing s ong bonds wi h you cus ome s. Be e -Koehle Publishe s.
Basa iya, s. R., & ahmed, R. R. (2019). he in luence o ‘ad en u e ou ism ac i i ies’ in p omo ing ou ism business
in moun ain s a ions. Jou nal o Hospi ali y and Tou ism Managemen , 8(2), 1–10.
Beedie, P., & hudson, s. (2003). eme gence o moun ain-based ad en u e ou ism. Annals o Tou ism Resea ch, 30(3),
625–643. h ps://doi.o g/10.1016/s0160-7383(03)00043-4
Bee li, a., Meneses, g. D., & gil, s. M. (2007). sel -cong ui y and des ina ion choice. Annals o Tou ism Resea ch, 34(3),
571–587. h ps://doi.o g/10.1016/j.annals.2007.01.005
Bello, D. c., & e zel, M. J. (1985). he ole o no el y in he pleasu e a el expe ience. Jou nal o T a el Resea ch, 24(1),
20–26. h ps://doi.o g/10.1177/004728758502400104
Beqi i, M., Bo ici, a., Bo ici, a., & De gjini, a. (2014). an empi ical s udy o se ice quali y ac o s impac ing ou is
sa is ac ion and loyal y: Velipoja ou is des ina ion. TMC Academic Jou nal, 8(2), 36–48.
Buckley, R. (2011). ou ism and en i onmen . Annual Re iew o En i onmen and Resou ces, 36(1), 397–416. h ps://doi.
o g/10.1146/annu e -en i on-041210-132637
Bui, n. a., & Kia kawsin, K. (2020). examining Vie namese ha d-ad en u e ou is s’ isi in en ion using an ex ended
model o goal-di ec ed beha io . Sus ainabili y, 12(5), 1747. h ps://doi.o g/10.3390/su12051747
Bu nham, . a., F els, J. K., & Mahajan, V. (2003). consume swi ching cos s: a ypology, an eceden s, and consequenc-
es. Jou nal o he Academy o Ma ke ing Science, 31(2), 109–126. h ps://doi.o g/10.1177/0092070302250897
ca e , c. i. (2006). Playing wi h isk? Pa icipan pe cep ions o isk and managemen implica ions in ad en u e ou -
ism. Tou ism Managemen , 27(2), 317–325. h ps://doi.o g/10.1016/j. ou man.2004.10.005
chan, c. s., liu, Y., & li, c. Y. (2019). expec a ion-pe cep ion e alua ion o heme pa k se ice quali y in Zhengzhou
Fan awild, china. The Jou nal o Pa k and Rec ea ion Adminis a ion, 37(2), 99–117. h ps://doi.o g/10.18666/JPRa-
2019-9157
chaudhu i, a. (1997). consump ion emo ion and pe cei ed isk: a mac o-analy ic app oach. Jou nal o Business
Resea ch, 39(2), 81–92. h ps://doi.o g/10.1016/s0148-2963(96)00144-0
chen, c. F., & chen, F. s. (2010). expe ience quali y, pe cei ed alue, sa is ac ion and beha io al in en ions o he i-
age ou is s. Tou ism Managemen , 31(1), 29–35. h ps://doi.o g/10.1016/j. ou man.2009.02.008
chen, J. V., h aik, s., hiele, . M., & chen, c. (2017). in es iga ing in e na ional ou is s’ in en ion o e isi Myanma
based on need g a i ica ion, low expe ience and pe cei ed isk. Jou nal o Quali y Assu ance in Hospi ali y &
Tou ism, 18(1), 25–44. h ps://doi.o g/10.1080/1528008X.2015.1133367
chew, e. Y. ., & Jaha i, s. a. (2014). Des ina ion image as a media o be ween pe cei ed isks and e isi in en ion:
a case o pos -disas e Japan. Tou ism Managemen , 40, 382–393. h ps://doi.o g/10.1016/j. ou man.2013.07.008
chon, K. s., & Olsen, M. D. (1991). Func ional and symbolic cong ui y app oaches o consume sa is ac ion/dissa is-
ac ion in ou ism. Jou nal o he In e na ional Academy o Hospi ali y Resea ch, 3, 2–22.
chou, h. J. (2014). he e ec o he isi o ’s consump ion expe ience and ou ism image on ou is sa is ac ion and
e isi in en ion o aiwan’s nigh ma ke s. GSTF Jou nal on Business Re iew (GBR), 3(1), 1–6. h ps://doi.o g/10.7603/
s40706-013-0006-2
ci ci, i. (2022). es ing sel -cong ui y heo y in Bek ashi ai h des ina ions: he oles o memo able ou ism expe ience
and des ina ion a achmen . Jou nal o Vaca ion Ma ke ing, 28(1), 3–19. h ps://doi.o g/10.1177/13567667211011758
16 h. ngUYen-Van e al.
co eia, a., Kozak, M., & Fe adei a, J. (2013). F om ou is mo i a ions o ou is sa is ac ion. In e na ional Jou nal o
Cul u e, Tou ism and Hospi ali y Resea ch, 7(4), 411–424. h ps://doi.o g/10.1108/iJc hR-05-2012-0022
c omp on, J. l. (1979). Mo i a ions o pleasu e aca ion. Annals o Tou ism Resea ch, 6(4), 408–424. h ps://doi.
o g/10.1016/0160-7383(79)90004-5
Dann, g. M. (1981). ou ism mo i a ions: an app aisal. Annals o Tou ism Resea ch, 8(2), 189–219. h ps://doi.o g/10.
1016/0160-7383(81)90082-7
Dawadi, B. R., & Upadhayaya, P. K. (2013). Role o ou ism in u ban- u al in eg a ion: Re lexions om ekking (ad en-
u e) ou ism in Pokha a. in B. R. Up e i, P. K. Upadhayaya, & . sapko a (eds.), Tou ism in Pokha a. Issues, ends and
u u e p ospec s o peace and p ospe i y (pp. 251–287). Ka hmandu: Pokha a ou ism coucil, nccR no h-sou h,
nepal cen e o con empo a y Resea ch.
Del Bosque, i. R., & san Ma ín, h. (2008). ou is sa is ac ion a cogni i e-a ec i e model. Annals o Tou ism Resea ch,
35(2), 551–573. h ps://doi.o g/10.1016/j.annals.2008.02.006
Dick, a. s., & Basu, K. (1994). cus ome loyal y: owa d an in eg a ed concep ual amewo k. Jou nal o he Academy
o Ma ke ing Science, 22(2), 99–113. h ps://doi.o g/10.1177/0092070394222001
Do mann, c. F., eli h, J., Bache , s., Buchmann, c., ca l, g., ca é, g., Ma quéz, J. R. g., g ube , B., la ou cade, B., lei ão,
P. J., Münkemülle , ., Mcclean, c., Osbo ne, P. e., Reineking, B., sch öde , B., skidmo e, a. K., Zu ell, D., & lau enbach,
s. (2013). collinea i y: a e iew o me hods o deal wi h i and a simula ion s udy e alua ing hei pe o mance.
Ecog aphy, 36(1), 27–46. h ps://doi.o g/10.1111/j.1600-0587.2012.07348.x
Dowling, g. R., & s aelin, R. (1994). a model o pe cei ed isk and in ended isk-handling ac i i y. Jou nal o Consume
Resea ch, 21(1), 119–134. h ps://doi.o g/10.1086/209386
eid, M. i. (2011). De e minan s o e-comme ce cus ome sa is ac ion, us , and loyal y in saudi a abia. Jou nal o
Elec onic Comme ce Resea ch, 12(1), 78–93.
eid, R. (2015). in eg a ing Muslim cus ome pe cei ed alue, sa is ac ion, loyal y and e en ion in he ou ism indus-
y: an empi ical s udy. In e na ional Jou nal o Tou ism Resea ch, 17(3), 249–260. h ps://doi.o g/10.1002/j .1982
emami, a., & Ranjba ian, B. (2019). he pe cei ed isk o i an as a ou ism des ina ion (a mixed me hod app oach).
I anian Jou nal o Managemen S udies, 12(1), 45–67. h ps://doi.o g/10.22059/ijms.2018.245946.672909
Feng, R., & Jang, s. (2004). empo al des ina ion loyal y: a s uc u al ini ia ion. Ad ances in Hospi ali y and Tou ism
Resea ch, 9(2), 207–221.
Fo nell, c., & la cke , D. F. (1981). s uc u al equa ion models wi h unobse able a iables and measu emen e o :
algeb a and s a is ics. Jou nal o Ma ke ing Resea ch, 18(3), 382–388. h ps://doi.o g/10.1177/002224378101800313
Fulle on, g. (2003). When does commi men lead o loyal y? Jou nal o Se ice Resea ch, 5(4), 333–344. h ps://doi.
o g/10.1177/1094670503005004005
galla za, M. g., & sau a, i. g. (2006). Value dimensions, pe cei ed alue, sa is ac ion and loyal y: an in es iga ion o
uni e si y s uden s’ a el beha iou . Tou ism Managemen , 27(3), 437–452. h ps://doi.o g/10.1016/j. ou man.2004.
12.002
gan, c., & Wang, W. (2017). he in luence o pe cei ed alue on pu chase in en ion in social comme ce con ex .
In e ne Resea ch, 27(4), 772–785. h ps://doi.o g/10.1108/in R-06-2016-0164
g ae , . R. (1996). Using p omo ional messages o manage he e ec s o b and and sel ‐image on b and e alua-
ions. Jou nal o Consume Ma ke ing, 13(3), 4–18. h ps://doi.o g/10.1108/07363769610118921
g and View Resea ch. (2022). ad en u e ou ism ma ke size & g ow h epo , 2022.h ps://www.g and iew esea ch.
com/indus y-analysis/ad en u e- ou ism-ma ke - epo
hansema k, O. c., & albinsson, M. (2004). cus ome sa is ac ion and e en ion: he expe iences o indi idual employ-
ees. Managing Se ice Quali y: An In e na ional Jou nal, 14(1), 40–57. h ps://doi.o g/10.1108/09604520410513668
hasan, M. K., ismail, a. R., & islam, M. F. (2017). ou is isk pe cep ions and e isi in en ion: a c i ical e iew o li -
e a u e. Cogen Business & Managemen , 4(1), 1412874. h ps://doi.o g/10.1080/23311975.2017.1412874
he mann, a., Xia, l., Mon oe, K. B., & hube , F. (2007). he in luence o p ice ai ness on cus ome sa is ac ion: an
empi ical es in he con ex o au omobile pu chases. Jou nal o P oduc & B and Managemen , 16(1), 49–58.
h ps://doi.o g/10.1108/10610420710731151
hessami, h. Z., & Youse i, P. (2013). in es iga ion o majo ac o s in luencing g een pu chasing beha io : in e ac i e
app oach. Eu opean Online Jou nal o Na u al and Social Sciences, 2(4), 584–596.
holb ook, M. B. (1994). he na u e o cus ome alue: an axiology o se ices in he consump ion expe ience. Se ice
Quali y: New Di ec ions in Theo y and P ac ice, 21(1), 21–71. h ps://doi.o g/10.4135/9781452229102
holm, M. R., lugosi, P., c oes, R. R., & o es, e. n. (2017). Risk- ou ism, isk- aking and subjec i e well-being: a e iew
and syn hesis. Tou ism Managemen , 63, 115–122. h ps://doi.o g/10.1016/j. ou man.2017.06.004
hu, l. ., & Ben le , P. M. (1999). cu o c i e ia o i indexes in co a iance s uc u e analysis: con en ional c i e ia
e sus new al e na i es. S uc u al Equa ion Modeling: A Mul idisciplina y Jou nal, 6(1), 1–55. h ps://doi.o g/10.
1080/10705519909540118
hudson, s. (2003). Spo and ad en u e ou ism. hawo h hospi ali y P ess.
hung, K., & Pe ick, J. F. (2012). es ing he e ec s o cong ui y, a el cons ain s, and sel -e icacy on a el in en-
ions: an al e na i e decision-making model. Tou ism Managemen , 33(4), 855–867. h ps://doi.o g/10.1016/j. ou -
man.2011.09.007
cOgen BUsiness & ManageMen 17
Jani, D., & han, h. (2011). in es iga ing he key ac o s a ec ing beha io al in en ions: e idence om a ull‐se ice
es au an se ing. In e na ional Jou nal o Con empo a y Hospi ali y Managemen , 23(7), 1000–1018. h ps://doi.
o g/10.1108/09596111111167579
Jen, W., u, R., & lu, . (2011). Managing passenge beha io al in en ion: an in eg a ed amewo k o se ice quali y,
sa is ac ion, pe cei ed alue, and swi ching ba ie s. T anspo a ion, 38(2), 321–342. h ps://doi.o g/10.1007/
s11116-010-9306-9
Johnson, M. s., si adas, e., & ga ba ino, e. (2008). cus ome sa is ac ion, pe cei ed isk and a ec i e commi men : an
in es iga ion o di ec ions o in luence. Jou nal o Se ices Ma ke ing, 22(5), 353–362. h ps://doi.o g/10.1108/
08876040810889120
Jones, M. a., Mo he sbaugh, D. l., & Bea y, s. e. (2000). swi ching ba ie s and epu chase in en ions in se ices.
Jou nal o Re ailing, 76(2), 259–274. h ps://doi.o g/10.1016/s0022-4359(00)00024-5
Kane, M. J., & ucke , h. (2004). ad en u e ou ism: he eedom o play wi h eali y. Tou is S udies, 4(3), 217–234.
h ps://doi.o g/10.1177/1468797604057323
Kas enholz, e. (2004). assessmen and ole o des ina ion-sel -cong ui y. Annals o Tou ism Resea ch, 31(3), 719–723.
h ps://doi.o g/10.1016/j.annals.2003.11.003
Kas enholz, e., Da is, D., & Paul, g. (1999). segmen ing ou ism in u al a eas: he case o no h and cen al Po ugal.
Jou nal o T a el Resea ch, 37(4), 353–363. h ps://doi.o g/10.1177/004728759903700405
Khan, a. h., haque, a., & Rahman, M. s. (2013). Wha makes ou is s sa is ied? an empi ical s udy on Malaysian
islamic ou is des ina ion. Middle-Eas Jou nal o Scien i ic Resea ch, 14(12), 1631–1637. h ps://doi.o g/10.5829/ido-
si.mejs .2013.14.12.2250
Kim, J. h. (2014). he an eceden s o memo able ou ism expe iences: he de elopmen o a scale o measu e he
des ina ion a ibu es associa ed wi h memo able expe iences. Tou ism Managemen , 44, 34–45. h ps://doi.
o g/10.1016/j. ou man.2014.02.007
Ko le , P. (2000). Ma ke ing managemen (10 h ed.). P en ice-hall.
Kozak, M., c o s, J. c., & law, R. (2007). he impac o he pe cep ion o isk on in e na ional a elle s. In e na ional
Jou nal o Tou ism Resea ch, 9(4), 233–242. h ps://doi.o g/10.1002/j .607
landon, e. l. (1974). sel -concep , ideal sel -concep and consume pu chase in en ions. Jou nal o Consume Resea ch,
1(2), 44–51. h ps://doi.o g/10.1086/208590
lee, c. K., Bendle, l. J., Yoon, Y. s., & Kim, M. J. (2012). hana ou ism o peace ou ism: Pe cei ed alue a a no h
Ko ean eso om an indigenous pe spec i e. In e na ional Jou nal o Tou ism Resea ch, 14(1), 71–90. h ps://doi.
o g/10.1002/j .836
lee, c. K., Yoon, Y. s., & lee, s. K. (2007). in es iga ing he ela ionships among pe cei ed alue, sa is ac ion, and
ecommenda ions: he case o he Ko ean DMZ. Tou ism Managemen , 28(1), 204–214. h ps://doi.o g/10.1016/j.
ou man.2005.12.017
lee, . h., & c omp on, J. (1992). Measu ing no el y seeking in ou ism. Annals o Tou ism Resea ch, 19(4), 732–751.
h ps://doi.o g/10.1016/0160-7383(92)90064-V
li, J., & cao, B. (2022). s udy on ou ism consume beha io and coun e measu es based on big da a. Compu a ional
In elligence and Neu oscience, 2022(1), 6120511. h ps://doi.o g/10.1155/2022/6120511
liu, a. h., leach, M. P., & Be nha d , K. l. (2005). examining cus ome alue pe cep ions o o ganiza ional buye s
when sou cing om mul iple endo s. Jou nal o Business Resea ch, 58(5), 559–568. h ps://doi.o g/10.1016/j.jbus-
es.2003.09.010
liu, l., & chen, h. (2015). he impac o sel -cong ui y on ou is s’ decision-making beha io : heo e ical unde pin-
nings and esea ch model. Tou ism T ibune, 30(6), 57–71.
Mahika, e. c. (2011). cu en ends in ou is mo i a ion. Cac us Tou ism Jou nal, 2(2), 15–24.
Mason, M. c., gos, l., & Mo e i, a. (2018). Mo i a ions, pe cei ed isk and beha iou al in en ions in ha d ad en u e
ou ism. a na u al pa k case s udy. Sine gie I alian Jou nal o Managemen , 34(100), 181–199. h ps://doi.o g/10.7433/
s100.2016.11
Mi as, O., & Bas iaansen, M. (2018). no el y: a mechanism o ou is s’ enjoymen . Annals o Tou ism Resea ch, 72,
98–108. h ps://doi.o g/10.1016/j.annals.2018.07.002
Mon oe, K. (1990). P icing: Making p o i able decisions (1s ed.). Mcg aw-hill.
Mu, Y., & nepal, s. (2016). high moun ain ad en u e ou ism: ekke s’ pe cep ions o isk and dea h in M . e e es Region,
nepal. Asia Paci ic Jou nal o Tou ism Resea ch, 21(5), 500–511. h ps://doi.o g/10.1080/10941665.2015.1062787
Mulle , . e., & clea e , M. (2000). a ge ing he canZUs baby boome explo e and ad en u e segmen s. Jou nal o
Vaca ion Ma ke ing, 6(2), 154–169. h ps://doi.o g/10.1177/135676670000600206
naga aju, l. g., & chand asheka a, B. (2014). Ru al ou ism and u al de elopmen in india. In e na ional Jou nal o
In e disciplina y and Mul idisciplina y S udies, 1(6), 42–48.
Pea son, P. h. (1970). Rela ionships be ween global and speci ied measu es o no el y seeking. Jou nal o Consul ing
and Clinical Psychology, 34(2), 199–204. h ps://doi.o g/10.1037/h0029010
Pe ick, J. F. (2002). De elopmen o a mul i-dimensional scale o measu ing he pe cei ed alue o a se ice. Jou nal
o Leisu e Resea ch, 34(2), 119–134. h ps://doi.o g/10.1080/00222216.2002.11949965
P a , M. a., & spa ks, B. (2014). P edic ing wine ou ism in en ion: Des ina ion image and sel -cong ui y. Jou nal o
T a el & Tou ism Ma ke ing, 31(4), 443–460. h ps://doi.o g/10.1080/10548408.2014.883953
18 h. ngUYen-Van e al.
Rajesh, R. (2013). impac o ou is pe cep ions, des ina ion image and ou is sa is ac ion on des ina ion loyal y: a
concep ual model. PASOS. Re is a de Tu ismo y Pa imonio Cul u al, 11(3), 67–78. h ps://doi.o g/10.25145/j.pasos.
2013.11.039
Reichel, a., Fuchs, g., & U iely, n. (2007). Pe cei ed isk and he non-ins i u ionalized ou is ole: he case o is aeli
s uden ex-backpacke s. Jou nal o T a el Resea ch, 46(2), 217–226. h ps://doi.o g/10.1177/0047287507299580
Reisinge , Y., & Ma ondo, F. (2005). a el anxie y and in en ions o a el in e na ionally: implica ions o a el isk
pe cep ion. Jou nal o T a el Resea ch, 43(3), 212–225. h ps://doi.o g/10.1177/0047287504272017
Reisinge , Y., & u ne , l. W. (2003). C oss-cul u al beha iou in ou ism: Concep s and analysis (1s ed.). Bu e wo h-
heinemann.
Robine e, s., & B and, c. (2001). Emo ion ma ke ing: The hallma k way o winning cus ome s o li e. Mcg aw-hill.
Rosenbe g, M. (1979). Concei ing he sel . Basic Books.
Rous a, a., & Jamshidi, D. (2020). Food ou ism alue: in es iga ing he ac o s ha in luence ou is s o e isi .
Jou nal o Vaca ion Ma ke ing, 26(1), 73–95. h ps://doi.o g/10.1177/1356766719858649
salam, a. F., Rao, h. R., & Pegels, c. c. (2003). consume -pe cei ed isk in e-comme ce ansac ions. Communica ions
o he ACM, 46(12), 325–331. h ps://doi.o g/10.1145/953460.953517
she h, J. n., & Mi al, B. (2004). Cus ome beha io : A manage ial pe spec i e (2nd ed.). sou h-Wes e n college
Publishing.
si gy, M. J. (2014). Re isi ing sel -cong ui y heo y in a el and ou ism. in n. K. P ebensen, J. s. chen, & M. Uysal
(eds.), C ea ing expe ience alue in ou ism (pp. 63–78). caBi. h ps://doi.o g/10.1079/9781780643489.0063
si gy, M. J., & su, c. (2000). Des ina ion image, sel -cong ui y, and a el beha io : owa d an in eg a i e model.
Jou nal o T a el Resea ch, 38(4), 340–352. h ps://doi.o g/10.1177/004728750003800402
sohn, h. K., lee, . J., & Yoon, Y. s. (2016). Rela ionship be ween pe cei ed isk, e alua ion, sa is ac ion, and beha -
io al in en ion: a case o local- es i al isi o s. Jou nal o T a el & Tou ism Ma ke ing, 33(1), 28–45. h ps://doi.o g/1
0.1080/10548408.2015.1024912
swa b ooke, J., Bea d, c., leckie, s., & Pom e , g. (2003). Ad en u e ou ism: The new on ie . Rou ledge.
sweeney, J. c., & sou a , g. n. (2001). consume pe cei ed alue: he de elopmen o a mul iple i em scale. Jou nal
o Re ailing, 77(2), 203–220. h ps://doi.o g/10.1016/s0022-4359(01)00041-0
oyama, M., & Yamada, Y. (2012). he ela ionships among ou is no el y, amilia i y, sa is ac ion, and des ina ion
loyal y: Beyond he no el y- amilia i y con inuum. In e na ional Jou nal o Ma ke ing S udies, 4(6), 10–18. h ps://
doi.o g/10.5539/ijms. 4n6p10
seng, s. Y., & Wang, c. n. (2016). Pe cei ed isk in luence on dual- ou e in o ma ion adop ion p ocesses on a el
websi es. Jou nal o Business Resea ch, 69(6), 2289–2296. h ps://doi.o g/10.1016/j.jbus es.2015.12.044
Va ley, P. (2006). con ec ing ad en u e and playing wi h meaning: he ad en u e commodi ica ion con inuum.
Jou nal o Spo & Tou ism, 11(2), 173–194. h ps://doi.o g/10.1080/14775080601155217
Vázquez‐casielles, R., suá ez‐Ál a ez, l., & Del Río‐lanza, a. B. (2009). cus ome sa is ac ion and swi ching ba ie s:
e ec s on epu chase in en ions, posi i e ecommenda ions, and p ice ole ance. Jou nal o Applied Social
Psychology, 39(10), 2275–2302. h ps://doi.o g/10.1111/j.1559-1816.2009.00526.x
Vie , B. n., Dang, h. P., & nguyen, h. h. (2020). Re isi in en ion and sa is ac ion: he ole o des ina ion image, pe -
cei ed isk, and cul u al con ac . Cogen Business & Managemen , 7(1), 1796249. h ps://doi.o g/10.1080/23311975.
2020.1796249
Vujadino ic, s., sabic, D., Joksimo ic, M., golic, R., gajic, M., Zi ko ic, l., & Milincic, M. (2013). Possibili ies o
moun ain-based ad en u e ou ism: he case o se bia. Bulle in o Geog aphy. Socio-Economic Se ies, 19, 99–111.
h ps://doi.o g/10.2478/bog-2013-0007
Vuu en, c. V., & slabbe , e. (2011). a el mo i a ions and beha iou o ou is s o a sou h a ican eso . Tou ism &
Managemen S udies, 1, 295–304.
Weins ein, a. (2020). c ea ing supe io cus ome alue in he now economy. Jou nal o C ea ing Value, 6(1), 20–33.
h ps://doi.o g/10.1177/2394964319898962
Williams, B., Onsman, a., & B own, . (2010). explo a o y ac o analysis: a i e-s ep guide o no ices. Aus alasian
Jou nal o Pa amedicine, 8, 1–13. h ps://doi.o g/10.33151/ajp.8.3.93
Williams, P., & sou a , g. n. (2009). Value, sa is ac ion and beha io al in en ions in an ad en u e ou ism con ex .
Annals o Tou ism Resea ch, 36(3), 413–438. h ps://doi.o g/10.1016/j.annals.2009.02.002
Williams, P., sou a , g., ashill, n. J., & naumann, e. (2017). Value d i e s and ad en u e ou ism: a compa a i e anal-
ysis o Japanese and Wes e n consume s. Jou nal o Se ice Theo y and P ac ice, 27(1), 102–122. h ps://doi.
o g/10.1108/Js P-05-2015-0116
Yang, Z., & Pe e son, R. . (2004). cus ome pe cei ed alue, sa is ac ion, and loyal y: he ole o swi ching cos s.
Psychology & Ma ke ing, 21(10), 799–822. h ps://doi.o g/10.1002/ma .20030
Yen, c. h., eng, h. Y., & chang, s. . (2020). Des ina ion b and iden i y and eme ging ma ke ou is s’ pe cep ions.
Asia Paci ic Jou nal o Tou ism Resea ch, 25(12), 1311–1328. h ps://doi.o g/10.1080/10941665.2020.1853578
Yuan, Y. h. e., & Wu, c. K. (2008). Rela ionships among expe ien ial ma ke ing, expe ien ial alue, and cus ome sa -
is ac ion. Jou nal o Hospi ali y & Tou ism Resea ch, 32(3), 387–410. h ps://doi.o g/10.1177/1096348008317392
Yuksel, a., Yuksel, F., & Bilim, Y. (2010). Des ina ion a achmen : e ec s on cus ome sa is ac ion and cogni i e, a ec-
i e and cona i e loyal y. Tou ism Managemen , 31(2), 274–284. h ps://doi.o g/10.1016/j. ou man.2009.03.007
cOgen BUsiness & ManageMen 19
Zei haml, V. a. (1988). consume pe cep ions o p ice, quali y, and alue: a means-end model and syn hesis o e i-
dence. Jou nal o Ma ke ing, 52(3), 2–22. h ps://doi.o g/10.1177/002224298805200302
Zei haml, V. a., Be y, l. l., & Pa asu aman, a. (1996). he beha io al consequences o se ice quali y. Jou nal o
Ma ke ing, 60(2), 31–46. h ps://doi.o g/10.1177/002224299606000203
Zeng, l., & Yi Man li, R. (2021). ou is sa is ac ion, willingness o e isi and ecommend, and moun ain Kangyang
ou ism spo s sus ainabili y: a s uc u al equa ion modelling app oach. Sus ainabili y, 13(19), 10620. h ps://doi.
o g/10.3390/su131910620
Zhou, M., Yan, l., Wang, F., & lin, M. (2022). sel -cong ui y heo y in ed ou ism: a s udy o shaoshan ci y, china.
Jou nal o China Tou ism Resea ch, 18(1), 46–63. h ps://doi.o g/10.1080/19388160.2020.1793859
