The Effect of Destination Image and Perceived Value on the Loyalty of International Tourists to Cultural Heritage Tourism in Hanoi

Nguyen Quang Vinh, Luc Manh Hien and Tran Duc Thanh
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Nguyen Quang Vinh: University of Labour and Social Affairs
Luc Manh Hien: University of Labour and Social Affairs
Tran Duc Thanh: Phenikaa University

Advances in Decision Sciences, 2023, vol. 27, issue 1, 87-114

Abstract: [Purpose] Vietnam is a well-known country with many world cultural heritage. However, the exploitation of cultural heritage in tourism in academic research and practice activities in Vietnam is still limited. To bridge the gap in the literature, this study constructed the model to evaluate the relationship between expectation, perceived value, satisfaction, and loyalty of international tourists toward cultural heritage tourism in Hanoi. [Design/methodology/approach] Using the PLS-SEM method, the research tested eight hypotheses based on the survey conducted on 388 international tourists at the famous cultural heritage site of Hanoi, the Imperial Citadel of Thang Long. [Findings] The results indicate that all eight hypotheses are supported. Research results show that destination image strongly impacts perceived value, and both destination image and perceived value directly influence visitor satisfaction and loyalty. Satisfaction also has a direct relationship with tourist loyalty. The indirect relationships between the destination image and perceived value with tourist loyalty are indicated. Its results confirmed the role of mediators of satisfaction, contributing to academic theory. [Originality/value] The results indicate that all eight hypotheses are supported. Research results show that destination image strongly impacts perceived value, and both destination image and perceived value directly influence visitor satisfaction and loyalty. Satisfaction also has a direct relationship with tourist loyalty. The indirect relationships between the destination image and perceived value with tourist loyalty are indicated. Its results confirmed the role of mediators of satisfaction, contributing to academic theory.

Keywords: Destination Image; Perceived Value; Tourist satisfaction; Tourist loyalty; Cultural Heritage Tourism; Hanoi (search for similar items in EconPapers)
JEL-codes: L80 M31 (search for similar items in EconPapers)
Date: 2023
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