Factors Affecting Tourists’ Destination Selection Behavior: The Moderating Role of Travel Video Experience

This study investigates the factors influencing tourists’ destination selection behavior, with a focus on the moderating role of travel video experience. Grounded in the theory of planned behavior (TPB) and cultivation theory, the research examines how attitudes, subjective norms (SN), and perceived behavioral control (PBC) shape travel intentions, which in turn affect destination selection behavior. Additionally, the study explores how the frequency of travel video consumption moderates the relationship between travel intentions and destination selection behavior. Data were collected from 413 foreign tourists in Vietnam who had watched travel videos about the country prior to their visit. Using partial least squares analysis, the findings reveal that attitudes, SN, and PBC significantly influence travel intentions, which subsequently impact destination selection behavior. Notably, travel videos experience strengthens the link between intentions and behavior, highlighting their role in authenticating destination images and reducing perceived risks. The study provide practical implication that contributes to the Vietnamese tourism industry.