Multidimensional bandwagon effect and dual-process decision making: An integrated model of the theory of planned behavior from the perspective of American millennials’ travel intention
This study addresses the imperative need for an updated approach that incorporates evolving psychological insights and economic theories to better understand decision-making processes in the tourism sector. By integrating the bandwagon effect with the theory of planned behavior (TPB), the study aims...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2025-01-01
|
| Series: | Heliyon |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2405844024174063 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1841526167990960128 |
|---|---|
| author | Roannayutt Oan-Oon Therdchai Choibamroong |
| author_facet | Roannayutt Oan-Oon Therdchai Choibamroong |
| author_sort | Roannayutt Oan-Oon |
| collection | DOAJ |
| description | This study addresses the imperative need for an updated approach that incorporates evolving psychological insights and economic theories to better understand decision-making processes in the tourism sector. By integrating the bandwagon effect with the theory of planned behavior (TPB), the study aims to gain deeper insights into the intention-forming processes of American millennials during the pre-trip stage when considering a visit to Thailand. The research amalgamates principles from behavioral economics and traditional psychological theory within the dual-process framework, providing a comprehensive understanding of how American millennials determine their visit intention. Through empirical analysis employing Partial Least Squares Structural Equation Modeling (PLS-SEM) in a post-pandemic context, the study reveals that the multidimensional bandwagon effect significantly and synergistically influences American millennials' travel intention, attitude, and subjective norm, supporting a dual-process decision-making model. These findings elucidate how American millennials navigate heuristics and cognitive biases based on the theory of planned behavior framework, offering valuable insights for destination management organizations to refine their marketing and communication strategies effectively. |
| format | Article |
| id | doaj-art-fffd0789890b47d691ccec957cf5aebd |
| institution | Kabale University |
| issn | 2405-8440 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Heliyon |
| spelling | doaj-art-fffd0789890b47d691ccec957cf5aebd2025-01-17T04:51:05ZengElsevierHeliyon2405-84402025-01-01111e41375Multidimensional bandwagon effect and dual-process decision making: An integrated model of the theory of planned behavior from the perspective of American millennials’ travel intentionRoannayutt Oan-Oon0Therdchai Choibamroong1Graduate School of Tourism Management, National Institute of Administration Development, Bangkok, ThailandCorresponding author. Graduate School of Tourism Management, National Institute of Development Administration in Bangkok, Thailand. 148 Moo 3, Seri Thai Rd. Khlong Chan, Bang Kapi District, Bangkok, 10240, Thailand.; Graduate School of Tourism Management, National Institute of Administration Development, Bangkok, ThailandThis study addresses the imperative need for an updated approach that incorporates evolving psychological insights and economic theories to better understand decision-making processes in the tourism sector. By integrating the bandwagon effect with the theory of planned behavior (TPB), the study aims to gain deeper insights into the intention-forming processes of American millennials during the pre-trip stage when considering a visit to Thailand. The research amalgamates principles from behavioral economics and traditional psychological theory within the dual-process framework, providing a comprehensive understanding of how American millennials determine their visit intention. Through empirical analysis employing Partial Least Squares Structural Equation Modeling (PLS-SEM) in a post-pandemic context, the study reveals that the multidimensional bandwagon effect significantly and synergistically influences American millennials' travel intention, attitude, and subjective norm, supporting a dual-process decision-making model. These findings elucidate how American millennials navigate heuristics and cognitive biases based on the theory of planned behavior framework, offering valuable insights for destination management organizations to refine their marketing and communication strategies effectively.http://www.sciencedirect.com/science/article/pii/S2405844024174063Bandwagon effectDestination choiceMillennialsDual-process decision-makingTheory of planned behaviorBehavior economics |
| spellingShingle | Roannayutt Oan-Oon Therdchai Choibamroong Multidimensional bandwagon effect and dual-process decision making: An integrated model of the theory of planned behavior from the perspective of American millennials’ travel intention Heliyon Bandwagon effect Destination choice Millennials Dual-process decision-making Theory of planned behavior Behavior economics |
| title | Multidimensional bandwagon effect and dual-process decision making: An integrated model of the theory of planned behavior from the perspective of American millennials’ travel intention |
| title_full | Multidimensional bandwagon effect and dual-process decision making: An integrated model of the theory of planned behavior from the perspective of American millennials’ travel intention |
| title_fullStr | Multidimensional bandwagon effect and dual-process decision making: An integrated model of the theory of planned behavior from the perspective of American millennials’ travel intention |
| title_full_unstemmed | Multidimensional bandwagon effect and dual-process decision making: An integrated model of the theory of planned behavior from the perspective of American millennials’ travel intention |
| title_short | Multidimensional bandwagon effect and dual-process decision making: An integrated model of the theory of planned behavior from the perspective of American millennials’ travel intention |
| title_sort | multidimensional bandwagon effect and dual process decision making an integrated model of the theory of planned behavior from the perspective of american millennials travel intention |
| topic | Bandwagon effect Destination choice Millennials Dual-process decision-making Theory of planned behavior Behavior economics |
| url | http://www.sciencedirect.com/science/article/pii/S2405844024174063 |
| work_keys_str_mv | AT roannayuttoanoon multidimensionalbandwagoneffectanddualprocessdecisionmakinganintegratedmodelofthetheoryofplannedbehaviorfromtheperspectiveofamericanmillennialstravelintention AT therdchaichoibamroong multidimensionalbandwagoneffectanddualprocessdecisionmakinganintegratedmodelofthetheoryofplannedbehaviorfromtheperspectiveofamericanmillennialstravelintention |