Factors Influencing A Consumers’ Behavioral Intention: A Case of Tourism in the Lao People’s Democratic Republic

Abstract

The tourism industry is one element that helps with the economy’s and country’s sustainable and continuous growth. The study on the factors that lead to the perception of the tourist destinations’ values will affect tourists’ behavioral intention and, therefore, is a study that can act as a guideline in developing strategies for relevant organizations. This study focused on the influence of destination attractiveness, servicescape, place attachment, destination image, destination experience that affect the perception of the destinations’ values, and the behavioral intentions of the tourists visiting Laos. Laos is a country with outstanding tourism resources and still needs industrial development for more significant growth. The study was done through quantitative research, collecting online questionnaires from foreign tourists who had visited Laos. The hypothesis was then later tested using the structural equation model. The research results showed that five factors positively influenced the destination perceived value and the tourists’ behavioral intention. The behavioral intention model of the tourists in Laos can help as a guideline in determining strategies in tourism work for both the government and private sector for sustainable growth.