This paper reports on a study of consumer behavior in tourism. It surveyed approximately 550 tourists in the north of Vietnam to assess levels of consumer behavior including perception, attitude and behavior. Independent variables included region and the gender of tourists. Although there are no region and gender differences in consumer behavior, correlations and mediating relationships are found.
Contents
Summary
1 Introduction
1.1 Purposes of the study
1.2 Hypotheses
2 Literature review
2.1 Consumer behavior in tourism
2.2 Perceptions
2.3 Attitudes
3 Methods
3.1 Sample
3.2 Instrumentation
3.3 Statistical procedures
4 Results
4.1 Latent structure
4.2 Correlation relationships
4.3 Mediating relationships
A
B
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