Applying the Theory of Planned Behavior to Guest Intentions: Evidence from Vinpearl Resort and Spa Nha Trang Bay

Purpose – This paper examines guest behavioral intentions at Vinpearl Resort and Spa Nha Trang Bay (VRS), a flagship property in Vietnam’s luxury hospitality sector, through the analytical framework of the Theory of Planned Behavior (TPB). It introduces intra-construct contradictions (ICC), internal tensions within attitudes, subjective norms, and perceived behavioral control (PBC), that destabilize intention formation even when overall evaluations are positive. Design/Methodology/Approach – A qualitative case study analyzed 400 English-language reviews purposively sampled from TripAdvisor, Booking.com, Agoda, and Google Reviews (2022–2025). Reviews were thematically coded in NVivo following Braun and Clarke’s (2006) six-phase process, with intercoder reliability checks ensuring consistency. Findings – Contradictions within TPB constructs undermine intention formation despite favorable appraisals. Within attitudes, friendliness and warmth coexist with lapses in professionalism; within subjective norms, strong brand reputation and electronic word-of-mouth (e-WOM) inflate expectations that collapse under inconsistent delivery; within PBC, premium amenities are offset by logistical or policy frictions. These ICC amplify expectation–experience gaps and weaken revisit and recommendation intentions. Research Implications – The study reframes TPB from a predictive to a diagnostic framework that identifies hidden fault lines in service encounters. Introducing ICC extends TPB’s explanatory power by locating instability inside its constructs rather than external moderators. For managers, detecting and correcting ICC offers a practical tool for aligning brand promises, service delivery, and guest expectations in high-expectation hospitality environments.