Festival Travel Motivation, Destination Image, Attitude, and Behavior: The Role of Festival Identity in Vietnam

This study examines the relationship between festival travel motivation, festival destination image, attitude toward festivals in tourism, and travel behavior within the festival tourism context in Vietnam. It also explores the moderating influence of festival identity on these relationships. Grounded in the theory of planned behavior, the study engaged 531 Vietnamese participants to investigate the relationships between various constructs in the context of festival tourism. The findings reveal significant relationships between variables, except festival motivation and festival travel intention. Furthermore, festival identity does moderate the relationships between attitude toward festivals in tourism and festival travel intention, as well as between festival destination image and festival travel intention. These findings contribute to understanding festival tourism in Vietnam and provide insights for stakeholders to enhance festival experiences and promote desired travel behavior.