Multidimensional bandwagon effect and dual-process decision making: An integrated model of the theory of planned behavior from the perspective of American millennials' travel intention.

This study addresses the imperative need for an updated approach that incorporates evolving psychological insights and economic theories to better understand decision-making processes in the tourism sector. By integrating the bandwagon effect with the theory of planned behavior (TPB), the study aims to gain deeper insights into the intention-forming processes of American millennials during the pre-trip stage when considering a visit to Thailand. The research amalgamates principles from behavioral economics and traditional psychological theory within the dual-process framework, providing a comprehensive understanding of how American millennials determine their visit intention.