20.500.12556/RUP-22725 Application of the New Visit Intention Model for Gastronomy Tourism An Empirical Study in Vietnam Uporaba novega modela namere obiska v gastronomskem turizmu empirična raziskave v Vietnamu The study aims to address research gaps in Vietnam’s gastronomy tourism by developing and validating a new visit intention model based on the Theory of Planned Behaviour (TPB). The model incorporates the concepts of gastronomic destination image and novelty-seeking to gain a comprehensive understanding of domestic tourists’ intention to visit Ho Chi Minh City, a leading gastronomic destination in Vietnam. Primary data were collected from 417 domestic tourists through a questionnaire survey conducted in Ho Chi Minh City from April to August 2023. Partial Least Squares Structural Equation Modelling (PLS-SEM) was employed to test the proposed model and examine the relationships among novelty seeking, gastronomic image, attitudes, subjective norms, perceived behavioural control, and visit intention. The findings indicate that novelty-seeking, gastronomic image, and the core TPB constructs play a crucial role in explaining the intention to visit a gastronomic destination. The model explains 71.2% of the variance in visit intention, with domestic tourists’ visit intention being strongly influenced by the desire for novel culinary experiences and the attractiveness of Ho Chi Minh City’s gastronomic image. This study reaffirms the applicability of the extended TPB framework in explaining visit intention toward gastronomy destinations. The significant findings provide empirical evidence from Vietnam, clarifying how novelty-seeking and gastronomic image strengthen visit intention. The study also provides practical guidance for local authorities and tourism marketers to enhance Ho Chi Minh City’s competitiveness and support sustainable tourism development goals (SDG 11). Raziskava si prizadeva zapolniti raziskovalne vrzeli na področju gastronomskega turizma v Vietnamu z razvojem in validacijo novega modela namena obiska, ki temelji na teoriji načrtovanega vedenja (angl. Theory of Planned Behaviour – TPB). Model vključuje koncepta gastronomske podobe destinacije in iskanja novosti, da bi omogočil celovitejše razumevanje namena obiska domačih turistov v mestu Ho Chi Minh, vodilni gastronomski destinaciji v Vietnamu. Primarni podatki so bili s pomočjo anketnega vprašalnika zbrani med 417 domačimi turisti v obdobju od aprila do avgusta 2023. Za testiranje predlaganega modela in preučevanje odnosov med iskanjem novosti, gastronomsko podobo, stališči, subjektivnimi normami, zaznanim vedenjskim nadzorom in namenom obiska je bila uporabljena metoda delnih najmanjših kvadratov v strukturnem enačbenem modeliranju (angl. Partial Least Squares Structural Equation Modelling –PLS-SEM). Ugotovitve kažejo, da imajo iskanje novosti, gastronomska podoba ter ključni konstrukti TPB pomembno vlogo pri razlagi namena obiska gastronomske destinacije. Model pojasnjuje 71,2 % variance namena obiska, pri čemer je namen obiska domačih turistov močno pogojen z željo po novih kulinaričnih doživetjih in s privlačnostjo gastronomske podobe mesta. Raziskava potrjuje uporabnost razširjenega okvira TPB pri razlagi namena obiska gastronomskih destinacij. Pomembne ugotovitve zagotavljajo empirične dokaze iz Vietnama ter pojasnjujejo, kako iskanje novosti in gastronomska podoba krepita namen obiska. Poleg tega raziskava ponuja praktične usmeritve lokalnim oblastem in turističnim tržnikom za izboljšanje konkurenčnosti mesta ter podporo ciljem trajnostnega razvoja turizma (CTR 11). gastronomic image novelty seeking TPB model visit intention Sustainable Development Goals (SDG 11) Ho Chi Minh City gastronomska podoba iskanje novosti model TPB (teorija načrtovanega vedenja) namen obiska cilji trajnostnega razvoja (CTR 11 – trajnostna mesta in skupnosti) Ho Chi Minh City true false false University of Primorska Press Angleški jezik Slovenski jezik Članek v reviji 2026-03-06 11:15:38 2026-03-06 11:15:38 2026-03-07 03:08:53 0000-00-00 00:00:00 0 0 Koper 0 str. 265-283 no. 3 Vol. 18 2025 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 1855-3303 2335-4194 https://doi.org/10.26493/2335-4194.18.265-283 ZUP_Bui_Trong_Tien_Bao_2025.pdf ZUP_Bui_Trong_Tien_Bao_2025.pdf 1 037D67F93D2AB76B5A6B19F3E4878296 b6685001aa4650c743ba515097d20d7b23ae8daaf50ff5229062cb16665329f5 bdc79b3c-1945-11f1-9e8d-005056ac49c0 https://repozitorij.upr.si/Dokument.php?lang=slv&id=33098 https://www.hippocampus.si/ISSN/2335-4194/18.265-283.pdf 0 b3c7e37b-1945-11f1-9e8d-005056ac49c0 https://repozitorij.upr.si/Dokument.php?lang=slv&id=33097 Založba Univerze na Primorskem 0 0 0