A CONCEPTUAL MODEL OF MILLENNIAL TOURISTS’ DOMESTIC DESTINATION CHOICE: AN EXTENSION OF SOCIAL IDENTITY THEORY
Vol. 134 No. 5S (2025), Tourism - Culture - Sustainability
Vol. 134 No. 5S (2025)

A CONCEPTUAL MODEL OF MILLENNIAL TOURISTS’ DOMESTIC DESTINATION CHOICE: AN EXTENSION OF SOCIAL IDENTITY THEORY

Tourism - Culture - Sustainability
https://doi.org/10.26459/hueunijed.v134i5S.7679
Published 2025-03-05
Phan Thao Nguyen
School of Hospitality and Tourism, Hue University, 22 Lam Hoang St., Hue, Vietnam
Tran Thi Ngoc Lien
School of Hospitality and Tourism, Hue University, 22 Lam Hoang St., Hue, Vietnam
PDF

Keywords

millennials
generation Y
national identity
tourism ethnocentrism
perceived value
attitude
destination choice

Abstract

In the era of globalization, the consumption of local products emerges as a key factor in promoting global sustainability, strengthening regional economies, and preserving cultural identities. However, there is limited research on this topic within the context of tourism. A deductive approach was utilized to propose four variables as antecedents of domestic destination choice. The underlying mechanisms in which these variables might lead to domestic destination choice are elaborated using social identity theory and the cognition-affect-behavior (C-A-B) model as the major theoretical underpinning. This study identifies the economic and socio-psychological motives behind the bias toward domestic tourism, along with the factors influencing tourists' perceptions of quality and value. Therefore, a conceptual model is developed to discuss the relative influences of tourism ethnocentrism, national identity, and perceived value on attitude and domestic destination choices, specifically targeting Millennials. Born between 1980 and 1999, this generation, commonly referred to as Millennials (or Generation Y), has emerged as a particularly fascinating consumer cohort. This conceptual paper has the potential to enhance the understanding of destination marketing theory and practice while providing a comprehensive view of the roles of national identity, tourism ethnocentrism, and perceived value toward tourism consumer behavior. Finally, key research propositions derived from the conceptual model outlined, along with suggestions for future research on tourism destination choice.

https://doi.org/10.26459/hueunijed.v134i5S.7679
PDF

References

  1. Gulati, S. (2024), Exploring the generational influence on social media-based tourist decision-making in India, Information Discovery and Delivery, 52(2), 185–196. https://doi.org/10.1108/IDD-11-2022-0115
  2. Calderón-Fajardo, V., Puig-Cabrera, M., & Rodríguez-Rodríguez, I. (2024), Beyond the real world: Metaverse adoption patterns in tourism among Gen Z and Millennials, Current Issues in Tourism, 1–21. https://doi.org/10.1080/13683500.2024.2330675
  3. Zhou, Q., Sotiriadis, M., & Shen, S. (2023), Using TikTok in tourism destination choice: A young Chinese tourists' perspective, Tourism Management Perspectives, 46, 101101. https://doi.org/10.1016/j.tmp.2023.101101
  4. Tsiotsou, R., & Ratten, V. (2010), Future research directions in tourism marketing, Marketing Intelligence & Planning, 28(4), 533–544. https://doi.org/10.1108/02634501011053702.
  5. Leask, A., Fyall, A., & Barron, P. (2013), Generation Y: opportunity or challenge – strategies to engage Generation Y in the UK attractions’ sector, Current Issues in Tourism, 16(1), 17–46. https://doi.org/10.1080/13683500.2011.642856
  6. Giovannini, S., Xu, Y., & Thomas, J. (2015), Luxury fashion consumption and Generation Y consumers, Journal of Fashion Marketing and Management, 19(1), 22–40. https://doi.org/10.1108/JFMM-08-2013-0096
  7. Handriana, T., Yulianti, P., Kurniawati, M., Arina, N. A., Aisyah, R. A., Ayu Aryani, M. G., & Wandira, R. K. (2021), Purchase behavior of millennial female generation on Halal cosmetic products, Journal of Islamic Marketing, 12(7), 1295–1315. https://doi.org/10.1108/JIMA-11-2019-0235
  8. Ketter, E. (2021), Millennial travel: tourism micro-trends of European Generation Y, Journal of Tourism Futures, 7(2), 192–196. https://doi.org/10.1108/JTF-10-2019-0106
  9. Oktadiana, H., Pearce, P. L., & Li, J. (2020), Let's travel: Voices from the millennial female Muslim travellers, International Journal of Tourism Researc, 22(5), 551–563. https://doi.org/10.1002/jtr.2355
  10. Luo, J., Dey, B. L., Yalkin, C., Sivarajah, U., Punjaisri, K., Huang, Y.-a., & Yen, D. A. (2020), Millennial Chinese consumers' perceived destination brand value, Journal of Business Research, 116, 655–665. https://doi.org/10.1016/j.jbusres.2018.06.015
  11. Kock, F., Josiassen, A., Assaf, A. G., Karpen, I., & Farrelly, F. (2019), Tourism ethnocentrism and its effects on tourist and resident behavior, Journal of Travel Research, 58(3), 427–439.
  12. Kim, M., & Thapa, B. (2018), Perceived value and flow experience: Application in a nature-based tourism context, Journal of Destination Marketing & Management, 8, 373–384. https://doi.org/10.1016/j.jdmm.2017.08.002
  13. Rasoolimanesh, S. M., Iranmanesh, M., Seyfi, S., Ari Ragavan, N., & Jaafar, M. (2023), Effects of perceived value on satisfaction and revisit intention: Domestic vs. international tourists, Journal of Vacation Marketing, 29(2), 222–241. https://doi.org/10.1177/13567667221086326
  14. Ahn, T., Ekinci, Y., & Li, G. (2013), Self-congruence, functional congruence, and destination choice, Journal of Business Research, 66(6), 719–723. https://doi.org/10.1016/j.jbusres.2011.09.009
  15. Ekinci, Y., Sirakaya-Turk, E., & Preciado, S. (2013), Symbolic consumption of tourism destination brands, Journal of Business Research, 66(6), 711–718. https://doi.org/10.1016/j.jbusres.2011.09.008
  16. Askegaard, S., & Ger, G. (1998), Product-country images: Towards a contextualized approach, European Advances in Consumer Research, 3, 50–58.
  17. UNWTO. (2020), Trust is the New Currency, Retrieved from https://www.unwto.org/news/covid-19-may-statement-unwto-secretary-general (accessed June 20, 2024)
  18. Linh, D. (2020), Thailand: A case study in post-COVID-19 tourism recovery, Retrieved from https://vietnamtourism.gov.vn/post/32672 (accessed June 20, 2024)
  19. Thao, H. (2020), Boosting domestic tourism amid Covid-19, Retrieved from https://dangcongsan.vn/kinh-te/kich-cau-du-lich-noi-dia-trong-mua-dich-covid-19-549009.html (accessed Jun 26, 2024)
  20. Gyimóthy, S., Braun, E., & Zenker, S. (2022), Travel-at-home: Paradoxical effects of a pandemic threat on domestic tourism, Tourism Management, 93. https://doi.org/10.1016/j.tourman.2022.104613
  21. Côté, J. E., & Levine, C. (2015), Identity formation, youth, and development: A simplified approach, New York: Psychology Press.
  22. Arnett, J. J. (2004), Emerging adulthood: The winding road from the late teens through the twenties: Oxford University Press.
  23. Parment, A. (2011), Generation Y in consumer and labour markets (1st ed.): Routledge. https://doi.org/10.4324/9780203803073
  24. Lissitsa, S., & Kol, O. (2016), Generation X vs. Generation Y–A decade of online shopping. Journal of retailing consumer services, 31, 304–312.
  25. Keating, B., & Kriz, A. (2008), Outbound Tourism From China: Literature Review and Research Agenda, Journal of Hospitality and Tourism Management, 15(1), 32–41. https://doi.org/10.1375/jhtm.15.32
  26. Um, S., & Crompton, J. L. (1990), Attitude determinants in tourism destination choice, Annals of tourism research, 17(3), 432–448. https://doi.org/10.1016/0160-7383(90)90008-F
  27. Woodside, A. G., & Lysonski, S. (1989), A general model of traveler destination choice, Journal of Travel Research, 27, 8–14.
  28. Jang, S., & Cai, L. A. (2002), Travel motivations and destination choice: A study of British outbound market, Journal of Travel & Tourism Marketing, 13(3), 111–133. https://doi.org/10.1080/10548400209511570
  29. Hsu, T.-K., Tsai, Y.-F., & Wu, H.-H. (2009), The preference analysis for tourist choice of destination: a case study of Taiwan, Tourism Management, 30(2), 288–297.
  30. Lancaster, K. J. (1966), A new approach to consumer theory, Journal of Political Economy, 74(2), 132–157.
  31. Papatheodorou (2001), Why people travel to different places, Annals of tourism research, 28(1), 164–179.
  32. McCabe, S., Li, C., & Chen, Z. (2016), Time for a Radical Reappraisal of Tourist Decision Making? Toward a New Conceptual Model, Journal of Travel Research, 55(1), 3–15. https://doi.org/10.1177/0047287515592973
  33. Chen, Z., & Dubinsky, A. J. (2003), A conceptual model of perceived customer value in e-commerce: A preliminary investigation, Psychology & Marketing, 20(4), 323–347. https://doi.org/10.1002/mar.10076
  34. Sánchez-Fernández, R., & Iniesta-Bonillo, M. Á. (2006), Consumer perception of value: literature review and a new conceptual framework, Journal of Consumer Satisfaction, Dissatisfaction Complaining Behavior, 19, 40–53.
  35. Wang, B., Yang, Z., Han, F., & Shi, H. (2017), Car Tourism in Xinjiang: The Mediation Effect of Perceived Value and Tourist Satisfaction on the Relationship between Destination Image and Loyalty, Sustainability, 9(1), 22.
  36. Zeithaml, V. A. (1988), Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence, Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302
  37. Petrick, J. F., & Backman, S. J. (2002), An Examination of the Construct of Perceived Value for the Prediction of Golf Travelers’ Intentions to Revisit, Journal of Travel Research, 41(1), 38–45. https://doi.org/10.1177/004728750204100106
  38. Ayouby, R., Croteau, A.-M., & Raymond, L. (2013), Impact of Cultural Influences on Internet Adoption, Paper presented at the 2013 46th Hawaii International Conference on System Sciences, IEEE.
  39. Verlegh, P. W. J. (2007), Home country bias in product evaluation: the complementary roles of economic and socio-psychological motives, Journal of International Business Studies, 38(3), 361–373. https://doi.org/10.1057/palgrave.jibs.8400269
  40. Blank, T., & Schmidt, P. (2003), National Identity in a United Germany: Nationalism or Patriotism? An Empirical Test with Representative Data, Political Psychology, 24(2), 289–312.
  41. Huddy, L., & Khatib, N. (2007), American Patriotism, National Identity, and Political Involvement, American Journal of Political Science, 51(1), 63–77.
  42. Shimp, T. A., & Sharma, S. (1987), Consumer Ethnocentrism: Construction and Validation of the CETSCALE, 24(3), 280–289. https://doi.org/10.1177/002224378702400304
  43. Javalgi, R. G., Khare, V. P., Gross, A. C., & Scherer, R. F. (2005), An application of the consumer ethnocentrism model to French consumers, International Business Review, 14(3), 325–344. https://doi.org/10.1016/j.ibusrev.2004.12.006
  44. Boukamba, H. K., Oi, T., & Sano, K. (2021), A Generalized Approach to Tourist Ethnocentrism (GATE): Analysis of the GenE Scale for Application in Tourism Research, Journal of Travel Research, 60(1), 65–85. https://doi.org/10.1177/0047287519895128
  45. Fishbein, M., & Ajzen, I. (1975), Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research, Boston: Addison-Wesley Publishing Co, Inc.
  46. Ajzen, I., & Fishbein, M. (2000), Attitudes and the attitude-behavior relation: Reasoned and automatic processes, European review of social psychology, 11(1), 1–33.
  47. Al Muala, A. (2011), Antecedents of Actual Visit Behavior amongst International Tourists in Jordan: Structural Equation Modeling (SEM) Approach, American Academic Scholarly Research Journal, 1(1), 35–42.
  48. Holbrook, M. B. (1986), Emotion in the consumption experience: toward a new model of the human consumer, In The role of affect in consumer behavior: Emerging theories applications, 6, 17–52.
  49. Tajfel, H., & Turner, J. C. (1986), The social identity theory of intergroup behavior. In W. Stephen & A. W. G (Eds.), Psychology of Intergroup Relations (2 ed., pp. 7–24), Chicago: Nelson-Hall.
  50. Solomon, M. R. (2011), Consumer behavior, Upper Saddle, NJ: Prentice Hall.
  51. Kuo, N.-T., Cheng, Y.-S., Chang, K.-C., & Hu, S.-M. (2021), How social capital affects support intention: The mediating role of place identity, Journal of Hospitality and Tourism Management, 46, 40–49. https://doi.org/10.1016/j.jhtm.2020.11.005
  52. Tajfel, H. (1978), Differentiation between social groups: Studies in the social psychology of intergroup relations. London: Academic Press.
  53. Tajfel, H. (1981), Human groups and social categories: studies in social psychology. Cambridge: Cambridge University Press.
  54. Carvalho, S. W., Luna, D., & Goldsmith, E. (2019), The role of national identity in consumption: An integrative framework, Journal of Business Research, 103, 310–318. https://doi.org/10.1016/j.jbusres.2019.01.056
  55. Fischer, P. M., & Zeugner-Roth, K. P. (2017), Disentangling country-of-origin effects: the interplay of product ethnicity, national identity, and consumer ethnocentrism, Marketing Letters, 28(2), 189–204. https://doi.org/10.1007/s11002-016-9400-7
  56. Gineikiene, J., Schlegelmilch, B. B., & Auruskeviciene, V. (2017), “Ours” or “theirs”? Psychological ownership and domestic products preferences, Journal of Business Research, 72, 93–103. https://doi.org/10.1016/j.jbusres.2016.11.003
  57. Kahle, L. R. (1980), Stimulus condition self-selection by males in the interaction of locus of control and skill–chance situations, Journal of personality social psychology, 38(1), 50.
  58. Zeugner-Roth, K. P., Žabkar, V., & Diamantopoulos, A. (2015), Consumer Ethnocentrism, National Identity, and Consumer Cosmopolitanism as Drivers of Consumer Behavior: A Social Identity Theory Perspective, Journal of International Marketing, 23(2), 25–54. https://doi.org/10.1509/jim.14.0038
  59. McGowan, M., Shiu, E., & Hassan, L. M. (2017), The influence of social identity on value perceptions and intention, Journal of Consumer Behaviour, 16(3), 242–253. https://doi.org/10.1002/cb.1627
  60. Tajfel, H., & Turner, J. C. (1986), The social identity theory of intergroup behavior. In W. Stephen & A. W. G (Eds.), Psychology of Intergroup Relations (2 ed., pp. 7–24). Chicago: Nelson-Hall.
  61. Feather, N. T. (1981), National sentiment in a newly independent nation, Journal of Personality and Social Psychology, 40(6), 1017–1028. https://doi.org/10.1037/0022-3514.40.6.1017
  62. Le, N.-H., Thi Nguyen, H.-M., & Van Nguyen, T. (2013), National identity and the perceived values of foreign products with local brands: The case of local wine in Vietnam, Asia Pacific Journal of Marketing and Logistics, 25(5), 765–783. https://doi.org/10.1108/APJML-01-2013-0017
  63. Fusté-Forné, F. (2020), Savouring place: cheese as a food tourism destination landmark, Journal of Place Management and Development, 13(2), 177–194. https://doi.org/10.1108/JPMD-07-2019-0065
  64. Zafer Erdogan, B., & Uzkurt, C. (2010), Effects of ethnocentric tendency on consumers' perception of product attitudes for foreign and domestic products, Cross Cultural Management: An International Journal, 17(4), 393–406. https://doi.org/10.1108/13527601011086595
  65. Saffu, K., Walker, J. H., & Mazurek, M. (2010), The role of consumer ethnocentrism in a buy national campaign in a transitioning country, International Journal of Emerging Markets, 5(2), 203–226. https://doi.org/10.1108/17468801011031829
  66. Jianlin, W., Ning, Z., & Qi, D. (2010), Consumer Ethnocentrism, Product Attitudes and Purchase Intentions of Domestic Products in China, Paper presented at the International Conference on Engineering and Business Management, Chengdu, China.
  67. Qing, P., Lobo, A., & Chongguang, L. (2012), The impact of lifestyle and ethnocentrism on consumers' purchase intentions of fresh fruit in China, Journal of Consumer Marketing, 29(1), 43–51. https://doi.org/10.1108/07363761211193037
  68. Shimp, T. A. (1984), Consumer ethnocentrism: The concept and a preliminary empirical test, Advances in Consumer Research, 11(1).
  69. Shoham, A., & Gavish, Y. (2016), Antecedents and Buying Behavior Consequences of Consumer Racism, National Identification, Consumer Animosity, and Consumer Ethnocentrism, Journal of International Consumer Marketing, 28(5), 296–308. https://doi.org/10.1080/08961530.2016.1214661
  70. Josiassen, A. (2011), Consumer Disidentification and Its Effects on Domestic Product Purchases: An Empirical Investigation in the Netherlands, Journal of Marketing, 75(2), 124–140. https://doi.org/10.1509/jm.75.2.125
  71. Ducoffe, R. H. (1996), Advertising value and advertising on the Web, Journal of Advertising Research, 36, 21–35.
  72. Fiore, A. M., Kim, J., & Lee, H.-H. (2005), Effect of image interactivity technology on consumer responses toward the online retailer, Journal of Interactive Marketing, 19(3), 38–53. https://doi.org/10.1002/dir.20042
  73. Ruiz-Molina, M.-E., & Gil-Saura, I. (2008), Perceived value, customer attitude and loyalty in retailing, Journal of Retail & Leisure Property, 7(4), 305–314. https://doi.org/10.1057/rlp.2008.21
  74. Rokeach, M. (1972), Organization and change within value-attitude systems. In M. Rokeach (Ed.), Beliefs, attitudes, values, 156–178, CA: Jossey-Bass, Inc.
  75. Teo, H.-H., Oh, L.-B., Liu, C., & Wei, K.-K. (2003), An empirical study of the effects of interactivity on web user attitude, International Journal of Human-Computer Studies, 58(3), 281–305. https://doi.org/10.1016/S1071-5819(03)00008-9
  76. Sparks, B. (2007), Planning a wine tourism vacation? Factors that help to predict tourist behavioural intentions, Tourism Management, 28(5), 1180–1192. https://doi.org/10.1016/j.tourman.2006.11.003
  77. De Oliveira Santini, F., Ladeira, W. J., & Sampaio, C. H. (2018), Tourists' perceived value and destination revisit intentions: The moderating effect of domain-specific innovativeness, Int J Tourism Res, 20(3), 277–285. https://doi.org/10.1002/jtr.2178
  78. Dedeoğlu, B. B., Balıkçıoğlu, S., & Küçükergin, K. G. (2016), The Role of Touristsʼ Value Perceptions in Behavioral Intentions: The Moderating Effect of Gender, Journal of Travel & Tourism Marketing, 33(4), 513–534. https://doi.org/10.1080/10548408.2015.1064062
  79. Huang, S., & Hsu, C. H. C. (2009), Effects of Travel Motivation, Past Experience, Perceived Constraint, and Attitude on Revisit Intention, Journal of Travel Research, 48(1), 29–44. https://doi.org/10.1177/0047287508328793
  80. Ragheb, M. G., & Tate, R. L. (1993), A behavioural model of leisure participation, based on leisure attitude, motivation and satisfaction, Leisure Studies, 12(1), 61–70. https://doi.org/10.1080/02614369300390051
  81. Reza Jalilvand, M., & Samiei, N. (2012), The impact of electronic word of mouth on a tourism destination choice, Internet Research, 22(5), 591–612. https://doi.org/10.1108/10662241211271563
  82. Ajzen, I. (1991), The theory of planned behavior, Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
  83. Lee, T. (2007), An ecotourism behavioural model of national forest recreation areas in Taiwan. International Forestry Review, 9(3), 771–785.
  84. Lee, T. H. (2009), A Structural Model to Examine How Destination Image, Attitude, and Motivation Affect the Future Behavior of Tourists, Leisure Sciences, 31(3), 215–236. https://doi.org/10.1080/01490400902837787
  85. Widyanto, H. A., & Sitohang, I. A. T. (2022), Muslim millennial’s purchase intention of halal-certified cosmetics and pharmaceutical products: the mediating effect of attitude, Journal of Islamic Marketing, 13(6), 1373–1394.
  86. Yaakop, A. Y., Hafeez, H. M., Faisal, M. M., Munir, M., & Ali, M. (2021), Impact of religiosity on purchase intentions towards counterfeit products: investigating the mediating role of attitude and moderating role of hedonic benefits, Heliyon, 7(2). https://doi.org/10.1016/j.heliyon.2021.e06026
  87. Chaturvedi, P., Agnihotri, D., & Tripathi, V. (2024), Exploring the role of consumer ethnocentrism in predicting the purchase intention for locally produced organic food in an emerging market, British Food Journal, 126(2), 738–757. https://doi.org/10.1108/BFJ-04-2023-0323
  88. Mishra, S., Saxena, G., & Chatterjee, R. (2023), Battle between psychological ownership and consumer animosity to influence consumers' buying behavior: a moderated mediation model, Asia Pacific Journal of Marketing and Logistics, 35(4), 944–961. https://doi.org/10.1108/APJML-12-2021-0884
  89. Skallerud, K., & Wien, A. H. (2019), Preference for local food as a matter of helping behaviour: Insights from Norway, Journal of Rural Studies, 67, 79–88. https://doi.org/10.1016/j.jrurstud.2019.02.020
  90. Shavitt, S., & Barnes, A. J. (2020), Culture and the Consumer Journey, Journal of Retailing, 96(1), 40–54. https://doi.org/10.1016/j.jretai.2019.11.009
  91. Samuel Craig, C., & Douglas, S. P. (2006), Beyond national culture: implications of cultural dynamics for consumer research, International Marketing Review, 23(3), 322–342. https://doi.org/10.1108/02651330610670479
  92. Cleveland, M., Papadopoulos, N., & Laroche, M. (2011), Identity, demographics, and consumer behaviors: International market segmentation across product categories, International Marketing Review, 28(3), 244–266. https://doi.org/10.1108/02651331111132848
  93. Brewer, M. B. (2001), The many faces of socialidentity: Implications for political psychology, Political psychology, 22(1), 115–125.
  94. Forehand, M. R., & Deshpandé, R. (2001), What We See Makes Us Who We are: Priming Ethnic Self-Awareness and Advertising Response, Journal of Marketing Research, 38(3), 336–348. https://doi.org/10.1509/jmkr.38.3.336.18871
  95. Gardiner, S., Grace, D., & King, C. (2015), Is the Australian domestic holiday a thing of the past? Understanding baby boomer, Generation X and Generation Y perceptions and attitude to domestic and international holidays, Journal of Vacation Marketing, 21(4), 336–350. https://doi.org/10.1177/1356766715580188
Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Copyright (c) 2025 Array