Examination of a New Structural Model of Destination Choice Behavior : An Empirical Study from Vietnam

The aim of the study attempts to propose a comprehensive model that combination the theory of planned behavior, travel motivation theory and destination image which known as M-TPB-D model for better explaining and predicting tourists’ visiting intentions and lead to destination choice behavior in the tourism destination context. A quantitative approach has been followed by collecting survey questionnaires from a convenience sample method of 459 domestic tourists. The study verified the strong relationship between the modified TPB model associated with the motivation theory, destination image and destination choice behavior. The study contributes both theoretical implications and practical implications to better understand tourist destination choice behavior