Tourists’ interpretations toward tourism destinations: viewpoint to apply locus of control theory

Purpose Studying tourist behavior provides the privilege of diverging in competition between destinations to attract tourists. Previous studies have explored effects on brand satisfaction, attachment and loyalty. However, there is a lack that investigated intuition behind shaping behavior. To address this issue, study aims contribute providing viewpoint apply locus control (LOC) theory tourism context. LOC how individuals believe controlling their feelings judgment toward events.