THE IMPACT OF DECISION-SHAPING FACTORS AND THE MODERATING ROLE OF PERCEIVED RISK ON INTERNATIONAL TOURISTS’ DESTINATION CHOICE: THE CASE OF THE MEKONG DELTA, VIETNAM

This study examines the factors influencing international tourist’s destination choices in the Mekong Delta, Vietnam, using an integrated framework of four behavioral theories: Push-Pull Theory (PPT), Theory of Planned Behavior (TPB), Rational Choice Theory (RCT), and Behavioral Decision Theory (BDT). The research focuses on key factors such as tourist attitudes, travel motivation, personal values, country and destination image, and destination information. Additional ly, the study investigates the moderating role of perceived risk, which affects the relationship between tourist’s attitudes and their final destination choices. A quantitative research method was employed, collecting data from 650 international tourists who visited the Mekong Delta from December 2023 to July 2024. The survey data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS 4.0. The analysis revealed that positive attitudes, strong motivation, and favorable perceptions of the destination significantly influence tourists’ decisions to choose the Mekong Delta. However, perceived risks related to security, infrastructure, and climate negatively moderate these decisions, reducin g the likelihood of choosing the destination even among tourists with initially positive attitudes. Thes e findings underscore the importance of understanding how perceived risks shape tourist behavior, particularly during different stages of the decision - making process. The study provides valuable insights for tourism managers and local businesses to develop strategies that enhance destination appeal, address tourists’ concerns, and ultimately promote sustainable tourism in the Mekong Delta.