Determinants of multi-destination travel in Vietnam: a rational choice perspective

Abstract

Purpose This paper aims to examine the factors affecting travelers’ decision to select more than one destination in their trips. Drawn from the rational choice theory, this study posits that the selection of multi-destination tours, as a rational choice, is determined by the travelers’ perception of costs and benefits associated with that choice. Design/methodology/approach The conceptual model was developed from both an exploratory research with in-depth interview and the literature. A logistic regression model linking four explanatory variables representing perceived benefits and costs of multi-destination option with travelers’ choice of multi-destination trips. The conceptual model is controlled for diversity of travel purposes; tour group size; type of travel arrangement and travelers’ demographic characteristics while the research context of multi-destination travel within Phu Yen – Dak Lak – Gia Lai – Binh Dinh helps control for the characteristics of the destination set (spatial proximity and traffic convenience). The conceptual model was tested based on data collected from 1,361 Vietnamese travelers who have ever visited at least one of the four provinces. Findings This study finds that perceived benefits in terms of diversifying tourism experiences and perceived costs of traveling in multiple places compared to taking single trips represent the most significant drivers for tourists’ selection of multi-destination tours. In addition, the diversity of travel purposes and tour group size have a positive and significant impact on the demand for traveling more than one destination in a trip. Moreover, the richer, older and married travelers have a significantly higher tendency to select multi-destination packages. Practical implications The research findings provide important strategic implications for promoting multi-destination trips, thereby, maximizing economic benefits from tourism. Originality/value While multi-destination travel patterns have been examined empirically in individual studies sporadically without a common theoretical background, this research makes some progress on this front by using the rational choice theory to connect the relative contributions of those factors to the travelers’ choice of multi-destination trips. Specifically, this study provides a new perspective in explaining the selection of multi-destination trips – from tourists’ perceptions about costs and benefits associated with that choice.

Privacy paradox resolution in mHealth: the moderating effect of rationality degree

“…Its core idea is to evaluate the potential benefits and costs of all alternatives, and finally choose an action plan based on the principle of maximizing benefits and minimizing costs (Vakhitova et al, 2020). The core concept of rational choice theory includes three components: (1) constraint, which refers to the influence and limitation on individual behavior imposed by relevant constraints; (2) belief, which involves individuals envisioning potential outcomes of their actions based on their understanding and knowledge; and (3) preference, which entails individuals evaluating the positive or negative consequences of their choices (Acheson, 2002;Do et al, 2022). Privacy paradox is a contradictory phenomenon caused by the conflict between rational and irrational decisions.…”

“…, 2020). The core concept of rational choice theory includes three components: (1) constraint, which refers to the influence and limitation on individual behavior imposed by relevant constraints; (2) belief, which involves individuals envisioning potential outcomes of their actions based on their understanding and knowledge; and (3) preference, which entails individuals evaluating the positive or negative consequences of their choices (Acheson, 2002; Do et al. , 2022).…”

“…The above characteristics of the privacy paradox are consistent with the fundamental principle of rational choice theory, which includes three components: preferences, beliefs, and constraints. Rational individuals thoroughly evaluate the costs and benefits by utilizing the available information and considering the constraints imposed by their circumstances, subsequently choosing the strategy that aligns most effectively with their preferences (Do et al, 2022). In the mHealth context, incomplete information and bounded rationality can lead to the over or underestimation of perceived benefits and privacy concerns (Duan and Deng, 2022;Fernandes and Costa, 2023).…”