Integrating the Theory of Planned Behavior and Motivation Theory in Studying Tourist Consumption Behavior in Spiritual Tourism

The study's objective is to analyze the consumer behavior of tourists toward spiritual tourism through the combination of two theoretical models of motivation and planned behavior. The study employs the PLS-SEM method to analyze 12 hypotheses based on survey results from 500 tourists at three prominent spiritual tourism sites in Northern Vietnam: Huong Pagoda, Tran Temple, and Yen Tu Pagoda. The research findings indicate that 10 out of 11 hypotheses concerning direct relationships are accepted, including those involving Push Factors, Pull Factors, Attitude, Subjective Norms, and Perceived Behavioral Control about Behavioral Intention and Consumer Behavior. Only the connection between attitude and behavioral intention is rejected. This study also shows the mediating role of Behavioral Intention for 3/5 independent variables in the relationship between push factors, subjective norms, behavioral control, and consumer behavior in spiritual tourism programs. The conclusion, academic and managerial contribution, and research limitations are also discussed in this study.