Impact of Destination Image and Satisfaction on Tourist Loyalty: Mountain Destinations in Thanh Hoa Province, Vietnam

• 발행기관: 한국유통과학회
• 저자명: Hoang Ba Huyen LE Thi Binh LE
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 7 No.4, 185~195쪽, 전체 11쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2020.04.30

영문 초록

The study aims to assess the impact of destination image, satisfaction and loyalty of tourists at mountain destinations in Thanh Hoa province, Vietnam. The study involves questionnaire surveys and multivariate data analysis methods (Cronbach Alpha test, EFA, CFA, SEM). Research results from 500 tourists in the mountain destinations of Thanh Hoa province demonstrate that all factors have imposed a positive impact on tourist satisfaction, specifically: The most influential factor is Natural features, followed by Human factors while the least influential factor is Infrastructure; On the other hand, research results also demonstrate that satisfaction has a substantial impact on tourist loyalty. Based on the research results, we also proposed some key solutions to enhance the destination image, thereby contributing to increased satisfaction and loyalty of tourists, including: (i) Promoting Natural Tourism Resources. (ii) Raising Awareness of Environmental Protection. (iii) Building Local Cultural Identity. (iv) Building Exclusive Tourist Products. (5) Strengthening the Support of Local Authorities for Tourism Activities. (vi) Developing a Price Policy.

목차

1. Introduction

2. Literature Review

3. Research Methods and Materials

4. Results

5. Recommendations

References

키워드

Loyalty Satisfaction Destination Image Mountain Region Thanh Hoa Province