The effects of consumption values on cultural tourism destination choice intention in Hanoi: The mediating role of attitude
Published: August 26, 2026
doi:10.62831/nckh.2026.3554.v1
Abstract
This study examines how consumption values influence domestic tourists’ intention to choose cultural tourism destinations in Hanoi, focusing on the mediating role of attitude. A predominantly quantitative approach, complemented by qualitative scale refinement, was employed. Data from 410 valid responses were analyzed using PLS-SEM with SmartPLS. The results show that attitude positively affects destination choice intention and mediates the relationships between functional, conditional, emotional, and epistemic values and intention. In contrast, social value does not demonstrate a statistically significant indirect effect through attitude. The study provides additional empirical support for integrating the Theory of Consumption Values with the attitude component of the Theory of Planned Behavior. It also demonstrates that different dimensions of consumption value influence destination choice through distinct mechanisms, offering practical implications for developing cultural tourism products and visitor experiences in Hanoi.
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