A STUDY ON FACTORS AFFECTING SMART TOURIST DESTINATION VISITING BEHAVIOR: A CASE STUDY IN CAN THO CITY, VIETNAM

Abstract

Smart tourism destinations have become increasingly important in the era of digital transformation and sustainable tourism development. Despite growing scholarly interest, previous studies have mainly examined technological factors or behavioral theories separately, leading to limited understanding of how digital perceptions and sustainability-oriented norms jointly influence tourist behavior. This study aims to extend the Theory of Planned Behavior by integrating e-attitude and resource efficiency norms to explain tourists’ visit intention and actual behavior toward Smart tourism destinations. A quantitative research design was employed using survey data collected from tourists visiting smart tourism destinations. To conduct the study, the authors conducted direct interviews with 441 tourists visiting several smart tourist destinations in Can Tho City, Vietnam (Ninh Kieu Wharf, Cai Rang Floating Market, Son Island, Truc Lam Phuong Nam Zen Monastery, and Binh Thuy Ancient House) using a convenient sampling method. Convenience sampling was adopted due to accessibility and the exploratory nature of the study. The collected data were analyzed using Partial Least Squares Structural Equation Modeling. Reliability and validity of the measurement model were assessed through indicator loadings, composite reliability, average variance extracted, and discriminant validity. The structural model was evaluated using path coefficients, effect size (f²), predictive relevance (Q²), variance inflation factor (VIF), and standardized root mean square residual (SRMR). The results reveal that e-attitude significantly and positively influences visit intention and represents the strongest predictor in the model. Resource efficiency norms also positively affect visit intention, although with a relatively weaker effect. Furthermore, visit intention significantly influences actual visiting behavior and mediates the relationships between antecedent constructs and behavior. These findings indicate that tourists’ decisions in smart tourism contexts are shaped by both digital perceptions and sustainability-oriented norms. The study contributes to the literature by extending TPB with digital and sustainability dimensions, thereby providing a more comprehensive explanation of tourist behavior in smart tourism environments. The findings also provide practical implications for destination managers and policymakers seeking to improve digital experiences and promote sustainable tourism practices.