Title: Recovery of international destination image and its consequence on trust and travel planning behaviour towards online generated contents in Vietnam

Authors: Minh-Tri Ha; Thi Huong-Thanh Nguyen

Addresses: School of Business, International University, Vietnam National University, Ho Chi Minh City, Vietnam; Vietnam National University, Ho Chi Minh City, Vietnam ' School of Business, International University, Vietnam National University, Ho Chi Minh City, Vietnam; Becamex Business School, Easter International University, Binh Duong Province, Vietnam

Abstract: This paper will investigate the key determinants affecting consumers' travel planning behaviour towards revisiting an international destination after the new normal vibes of the COVID-19 outbreak. Two main elements of destination image, including cognition and affection evaluation and perceived psychological risk, are examined to highlight the link between travellers' trust and their planning behaviour of the pre-trip stage nowadays. This cross-sectional study collected data by convenience sampling among the 439 respondents across the whole of Vietnam. The results were analysed by SEM, stating that the cognition perception towards pandemic-related content has a positive relationship on consumer trust in the post-pandemic era. Interestingly, affection evaluation and perceived psychological risk have no effect on trust in this context. The new role of personality has been significantly moderated by the links of cognition, risk and trust, as well as the interaction between e-trust and planning behaviour towards destination. The findings are expected to contribute to the knowledge of planning behaviour towards revisiting a destination.

Keywords: destination image; cognition; affection; perceived psychological risk; e-trust; personality; travel; tourism; pandemic.

DOI: 10.1504/JIBED.2023.131467

Journal for International Business and Entrepreneurship Development, 2023 Vol.15 No.1, pp.61 - 88

Received: 03 Mar 2023
Accepted: 14 Mar 2023
Published online: 13 Jun 2023 *