How Destination Image Factors Affect Domestic Tourists Revisit Intention to Ba Ria-Vung Tau Province, Vietnam

Ha Nam Khanh Giao, Nguyen Thi Kim Ngan, Nguyen Pham Hanh Phuc, Huynh Quoc Tuan, Ha Kim Hong, Huynh Diep Tram Anh, Duong Thi Huynh Nhu and Ngo Thi Lan

No cft6e, OSF Preprints from Center for Open Science

Abstract: This research examines the affect of destination image factors on revisit intention of domestic tourists at Ba Ria Vung-Tau (BRVT), by questioning directly 510 domestic tourists. The convenient sampling method is used in dividing the crowds into four groups; the four main surveyed areas in BRVT are: Vung Tau, Long Hai-Phuoc Hai, Xuyen Moc and Con Dao. A combination of qualitative and quantitative methodologies were utilized. A focus group of 10 domestic tourists was set up to review and explore the various factors as well as the conceptual model. An in-depth interview with 12 participants was developed to fine-tune measurement items. The questionnaire applied a 5-point Likert scale. Checking the reliability by Cronbach’s Alpha, exploratory factor analyzing and linear multiple regression were used with the SPSS program. The results show that there are eight main destination image factors affecting domestic tourists revisit intention to BRVT using linear regression and arranged by decreasing importance: Infrastructure, Variety Seeking, Accessibility, Local food, Atmosphere, Environment, Price Value, Leisure and Entertainment. From that, the research offers some suggestions and policy recommendations for the tourism business and provincial policy-makers to identify the main issues and develop better customer services to increase domestic tourists’ revisit intention.

Date: 2020-06-17
New Economics Papers: this item is included in nep-sea and nep-tur
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Persistent link: https://EconPapers.repec.org/RePEc:osf:osfxxx:cft6e

DOI: 10.31219/osf.io/cft6e

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