The causal model of bandwagon effect and destination familiarity on intention to visit Thailand among potential American millennials: an extended theory of planned behavior

Abstract

To effectively attract American millennials to visit Thailand, a nuanced understanding of their decision-making processes is essential. Millennials exhibit high levels of online engagement, frequently sharing recommendations and participating in tourism-related discussions, which significantly shape their travel destination choices. This study investigates the determinants and preferences of American millennials during the pre-planning stage of considering a visit to Thailand. Integrating the bandwagon effect and destination familiarity with the Theory of Planned Behavior (TPB) in a post-global crisis scenario, an online survey collected responses from 358 American millennials residing in major Metropolitan Statistical Areas (MSAs) in the United States. The model was assessed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings revealed that the bandwagon effect and destination familiarity significantly and positively influence millennials' attitudes, subjective norms, perceived behavioral control, and intention to visit. Within the TPB framework, the bandwagon effect and destination familiarity emerged as significant determinants influencing travelers’ beliefs and preferences. This suggests that for destinations like Thailand, which are widely visible and discussed on social media, bias effects and subjective preferences are crucial in the destination evaluation process. The study also elucidated the partially mediating roles of attitude and subjective norm, indicating that cognitive shortcuts, perceived social value, and subjective familiar assessments are involved in the decision-making process. Individuals' behavioral beliefs are influenced and activated by accumulated subjective cognitions and preferences over time, leading to behavioral intention. Few studies in travel and tourism have elucidated dual-process mechanisms within a unified model that incorporates factors from both behavioral economics theory and the TPB, despite their foundational differences in rational high involvement versus irrational low involvement principles. This study postulates that the integrated decision-making process of travelers in destination selection can be perceived as a co-existing dual-system process, emphasizing both complex processing and simplifying procedures. Furthermore, the confirmed efficacy of the complex multidimensional construct of the bandwagon effect and destination familiarity implies its potential applicability in future research endeavors. This holistic knowledge can be utilized to develop and design effective destination marketing strategies specifically tailored for potential American millennials.