1. Full name of the doctoral student: Truong Thi Ha 2. Gender: Female
3. Date of birth: 12/08/1983
4. Place of birthNga Son – Thanh Hoa
5. Decision to admit doctoral studentsDecision No. 4055/2022/QD-XHNV dated December 28, 2022, of the University of Social Sciences and Humanities – Vietnam National University, Hanoi.
6. Changes in the training process:According to Decision No. 3934/QD-XHNV dated August 6, 2024, the University of Social Sciences and Humanities has approved the adjustment of my doctoral dissertation topic as follows:
7. Thesis title:"Research on factors influencing the intention of domestic tourists to purchase trekking tour programs"
8. Major:Tourism
9. Code number: 9.81.01.01.01
10. Scientific Advisor:
- Assoc. Prof. Dr. Nguyen Viet Thai (Main Supervisor)
- Dr. Trinh Le Anh (Supervisor 2)
11. Summary of the new findings of the thesis
This thesis focuses on researching the factors that influence it.Intention of domestic tourists to purchase trekking tour programs in Vietnam.In the context of the growing development of adventure and experiential tourism, which places high demands on safety, information quality, and sustainable development, this thesis aims to build an integrated analytical framework, suitable for the specific characteristics of trekking tourism and the Vietnamese domestic market, building upon and expanding modern tourism behavior theories.
From a theoretical standpoint, the thesis hasTo systematize and clarify the scientific basis of purchasing behavior in trekking tourism.This helps identify research gaps that still exist in previous works. Based on this model.S–O–R (Stimulus–Organism–Response)The thesis integrates supporting theories includingPerceived Risk Theory, Expectancy-Value Theory, ELM Theory (Information Processing Ability), Experiential Psychology Theory (Flow), and Value-Attitude-Behaviour Theory (VAB).This integration allows for a more comprehensive understanding of the mechanisms behind the formation of trekking program purchase intentions, considering not only the impact of environmental and informational stimuli, but also clarifying the mediating role of the cognitive, evaluative, and experiential processes of domestic tourists.
Based on qualitative research with experts and large-scale quantitative research (n = 503), the thesis hasSuccessfully developed and validated a research model using PLS-SEM.The test results show that the factorstravel motivations, perceived value, personal experience, information sources, and perceived risk.all have a significant impactawareness of trekking tour programs, which in turn directly and indirectly affectsintention to buyof domestic tourists. In particular, the analysis results confirmthe central role of the variable "perception of the trekking program"As a key component in the behavioral reasoning chain, it acts as an intermediary between psychological factors – experiences and behavioral purchasing responses.
A significant new contribution of the thesis is thatClarifying the role of "risk perception" in the context of domestic trekking tourism.Beyond viewing risk merely as a barrier to purchasing decisions, this thesis demonstrates that in adventure tourism, risk can also be perceived by travelers as an element of experiential appeal, particularly for individuals with strong exploratory motivations and extensive travel experience. This finding expands on the traditional approach to risk in tourism behavior research and provides empirical evidence for behavioral theories when placed within the context of emerging destinations like Vietnam.
In addition, the thesis also clarifies...the regulatory and guiding role of information sourcesDuring the process of forming the intention to purchase a trekking program, research results show that the quality and reliability of information sources (including word-of-mouth, electronic word-of-mouth, and information from tour operators) significantly influence how tourists receive, process information, and assess the value and risks of trekking programs. This is an important scientific basis for explaining decision-making behavior in the context of an increasingly developed digital media environment.
In practical terms, the research results provideempirical evidence is valuable.This thesis provides guidance to travel agencies, destination managers, and government agencies on developing trekking tourism products. It indicates that enhancing the travel experience, managing risks, standardizing information, and strengthening safety factors need to be implemented synchronously to increase positive awareness and purchase intentions among domestic tourists. Simultaneously, the proposed management implications contribute to supporting the development of marketing, communication, and trekking product development strategies.Professional, safe, and sustainable.
Overall, the thesis has achieved its stated research objectives and made contributions in both aspects.theoretical and practical aspectsfor the field of trekking tourism. The research results not only contribute to perfecting the theoretical framework of purchasing behavior in adventure tourism, but also have high applicability in the context of the current development of domestic tourism in Vietnam.
12. Directions for further research
Based on the results achieved and certain limitations of the thesis, further research directions can be pursued in the following main areas:
The first,Expanding the scope of researchluxuriousinternational touristsand conduct comparative studies between domestic and international tourists in their purchasing behavior for trekking tours. This research direction will contribute to clarifying differences in motivation, risk tolerance, information reception, and decision-making processes across different market segments, thereby enhancing the generalizability and applicability of the research model.
Monday,Expand the scope of research to other types of adventure tourism.Examples include technical rock climbing, canyoning, kayaking, mountain biking, or cave exploration. Comparing purchasing behavior across different types of adventure tourism with varying levels of risk and skill requirements will help test the stability of the extended S-O-R theoretical framework, while clarifying the role of perceived risk and experience in each specific context.
Tuesday,Adding new variables related to the context of digital transformation and sustainable development.These factors include, for example, trust in digital platforms, the influence of social media, virtual reality (VR) experiences, artificial intelligence in travel advice, as well as ESG elements, responsible tourism, and environmental awareness. This research direction is significant in the context of tourism behavior increasingly linked to technology and sustainable values.
Wednesday,Applying advanced analytical methodsMethods such as Big Data, Machine Learning, Deep Learning models, or longitudinal studies can be used to analyze changes in trekking tour purchase behavior over time. This approach can help improve the accuracy of behavioral predictions and enrich research methods on adventure tourism behavior.
Finally, further research could focus onthe role of local communities, risk management mechanisms, and government policies.This research direction will contribute to shaping tourists' perceptions, experiences, and purchase intentions. It will help to create a closer link between academic research and management practices, serving the goal of developing sustainable and responsible trekking tourism in Vietnam.
13. Published works related to the dissertation
Truong Thi Ha, Trinh Le Anh (2025), “Overview of Trekking Tourism Research”,The third International Conference on the Issues of Social sciences and Humanities – Volume 1, p. 778 – 796. ISBN: 2 978-604-43-4873-5
Truong Thi Ha, Trinh Le Anh, Nguyen Duc Viet, Ngo Thi Hoai Thuong (2025), “Trekking/hiking tourism in Vietnam: Shifts in needs and intentions to buy products and services”,Proceedings of the International Conference on Tourism and Hospitality (IJCHT), p 50. ISBN: 978-640-79-4564-1.
Truong Thi Ha, Nguyen Viet Thai (2025), “The influence of perceived risk factors on the purchase intention of trekking tour programs among domestic tourists”,Proceedings of the 3rd PUBEC International Conference, pp. 612-626.
INFORMATION ON DOCTORAL THESIS
1. Full name:Truong Thi Ha
2. Sex:Female
3.Date of birthAugust 12, 1983
4. Place of birth:Nga Son District, Thanh Hoa Province
5. Amission decision numberNo. 4055/2022/QD-XHNVfloodDecember 28, 2022byby the University of Social Sciences and Humanities – Vietnam National University, Hanoi.
6. Changes in academic process:Pursuant to Decision No. 3934/QD-XHNV, dated 06 August 2024, the University of Social Sciences and Humanities approved the adjustment of my doctoral thesis title as follows:
7. Official thesis title:“A Study of Factors Influencing Domestic Tourists' Purchase Intention of Trekking Tourism Programs”
8. Major:Tourism
9. Code: 9.81.01.01.01
10. Supervisors:
*Assoc. Prof. Dr. Nguyen Viet Thai (Principal Supervisor)
*Dr. Trinh Le Anh (Second Supervisor)
11. Summary of the New Findings of the thesis
This dissertation investigates the factors involving domestic tourists' purchase intention of trekking tourism programs in Vietnam in the context of the growing development of adventure tourism and experiential tourism, which simultaneously imposes high requirements for safety, information quality, and sustainable development orientation. Building upon and extending contemporary tourism behavior theories, the study aims to develop an integrated analytical framework that is appropriate to the specific characteristics of trekking tourism and the domestic tourism market in Vietnam. From a theoretical perspective, the dissertation scientifically reviews and clarifies the scientific foundations of purchase behavior in trekking tourism, thereby identifying existing research gaps in previous studies. Based on the Stimulus–Organism–Response (S–O–R) model, the thesis integrates several complementary theories, including Perceived Risk Theory, Expectancy–Value Theory, the Elaboration Likelihood Model (ELM), Flow Theory, and the Value–Attitude–Behavior (VAB) theory. This integration enables a more comprehensive explanation of the mechanism through which purchase intention for trekking programs is formed, by not only considering the effects of environmental and informational stimuli but also clarifying the mediating role of cognitive, evaluative, and experiential processes of domestic tourists.
Based on qualitative research with experts and large-scale quantitative research (n = 503), the thesis successfully develops and validates a research model using PLS-SEM. The empirical results indicate that travel motivation, perceived value, personal experience, information sources, and perceived risk have significant effects on perceptions of trekking tourism programs, which in turn directly and indirectly influence domestic tourists' purchase intention. In particular, the findings confirm the central role of “perception of trekking programs” as a key construct in the behavioral reasoning chain, acting as a mediator between psychological–experiential factors and purchase intention.
One important novel contribution of the thesis lies in clarifying the role of perceived risk in the context of domestic trekking tourism. Rather than conceptualizing risk solely as a barrier to purchase decisions, the study demonstrates that in adventure tourism, perceived risk may also be experienced as a component of experiential attractiveness, especially for individuals with strong exploratory motivation and extensive travel experience. This finding extends the traditional approach to risk in tourism behavior research and provides empirical evidence to enrich behavioral theories when applied to emerging destinations such as Vietnam. In addition, the thesis elucidates the moderating and guiding role of information sources in the formation of purchase intention for trekking programs. The results show that the quality and credibility of information sources—including word-of-mouth, electronic word-of-mouth, and information provided by tour operators—significantly affect how tourists receive, process information, and evaluate the value–risk trade-off of trekking programs. This provides an important scientific basis for explaining decision-making behavior in the increasingly digitalized communication environment.
From a practical perspective, the research findings provide valuable empirical evidence for travel enterprises, destination managers, and government agencies in developing trekking tourism products. The thesis highlights that enhancing experiential quality, managing risks effectively, standardizing information, and strengthening safety measures need to be implemented in an integrated manner to increase positive perceptions and purchase intention among domestic tourists. active, the proposed managerial implications support the development of marketing strategies, communication activities, and trekking tourism products in a professional, safe, and sustainable direction.
Overall, the thesis has achieved its research objectives and makes both theoretical and practical contributions to the field of trekking tourism. The findings not only contribute to refining the theoretical framework of purchase behavior in adventure tourism but also offer high practical relevance in the current context of domestic tourism development in Vietnam.
12. Further Research Directions
Based on the obtained results and certain limitations of the thesis, future research may be developed along several main directions.
First, future studies may extend the research scope to international tourists and conduct comparative analyzes between domestic and international tourists' purchase behavior toward trekking tourism programs. This direction would help clarify differences in motivation, risk tolerance, information processing, and decision-making across market segments, thereby enhancing the generalizability and applicability of the research model.
Second, research may be expanded to other forms of adventure tourism, such as technical mountaineering, canyoning, kayaking, mountain biking, or cave exploration tourism. Comparing purchase behavior across adventure tourism activities with different levels of risk and skill requirements would allow for testing the robustness of the extended S–O–R framework and further elucidating the role of perceived risk and experience in specific contexts.
Third, future studies may incorporate additional variables related to digital transformation and sustainable development, such as trust in digital platforms, the influence of social media, virtual reality (VR) experiences, artificial intelligence in consultation, as well as ESG factors, responsible tourism, and environmental awareness. This research direction is particularly relevant as tourism behavior becomes increasingly intertwined with technology and sustainability values.
Fourth, advanced analytical methods such as Big Data analytics, Machine Learning, Deep Learning models, or longitudinal studies may be applied to examine changes in purchase behavior for trekking tourism programs over time. Such approaches could improve behavioral prediction accuracy and enrich methodological perspectives in adventure tourism research.
Finally, future research may focus on the role of local communities, risk governance mechanisms, and state management policies in shaping tourists' perceptions, experiences, and purchase intentions. This direction will strengthen the linkage between academic research and practical management, contributing to the sustainable and responsible development of trekking tourism in Vietnam.
13. Thesis-related Publications
(1) Truong, TH, & Trinh, LA (2025).Overview of Trekking Tourism Research. Proceedings of the Third International Conference on the Issues of Social Sciences and Humanities, Volume 1, pp. 778–796. ISBN: 978-604-43-4873-5.
(2) Truong, TH, Trinh, LA, Nguyen, DV, & Ngo, THT (2025).Trekking/Hiking Tourism in Vietnam: Shifts in Needs and Intentions to Purchase Products and Services. Proceedings of the International Journal of Culture, Hospitality and Tourism (IJCHT) Conference, p. 50. ISBN: 978-640-79-4564-1.
(3) Truong, TH, & Nguyen, VT (2025).The Influence of Perceived Risk Factors on the Purchase Intention of Trekking Tour Programs among Domestic Tourists. Proceedings of the 3rd PUBEC International Conference, pp. 612–626.
Author:NewDepartment of Training and Hazardous Waste Management
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