EFFECTIVENESS OF TOURISM PLANNING STIMULI ON TOURISTS’ WILLINGNESS TO STAY LONGER IN HOI AN WORLD HERITAGE SITE
DOI:
https://doi.org/10.21837/pm.v24i43.2101Keywords:
World Heritage, tourism planning, S-O-R model, PLS-SEM, length-of-stay intentionAbstract
Tourism planning in heritage destinations currently faces challenges of reconciling an increasing number of tourists with sustainable economic outcomes. In this regard, tourist length of stay is an indicator which directly engages the growth of tourist expenditure. By encouraging tourists to stay longer, heritage destinations increase, thereby boosting tourist revenue and positively affecting the economy. Thus, this study examines tourists’ willingness to stay longer as a tourism planning outcome by applying the Stimulus-Organism-Response model. Tourism planning stimuli include world heritage designation, destination attributes, and social media advertising. A quantitative survey was conducted on 260 tourists in Hoi An, and Partial Least Squares Structural Equation Modelling (PLS-SEM) was employed to test the proposed model. The findings show that all three planning stimuli significantly influence tourists' expectations, which in turn positively affect tourist satisfaction and, subsequently, increase tourists’ willingness to extend their length of stay. This study highlights length-of-stay intention as an indicator of destination performance and offers policymakers insights to improve sustainable tourism planning in World Heritage cities such as Hoi An.
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