Exploring the impact of destination image and hotel brand attachment on revisit intention: Ho Chi Minh City case study

Duong Bao Trung (), Le Dinh Minh Tri and Nguyen Vuong Hoai Thao
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Duong Bao Trung: Ho Chi Minh City Open University, Ho Chi Minh City, Viet Nam
Le Dinh Minh Tri: International University, Ho Chi Minh City; Vietnam National University, Ho Chi Minh City, Viet Nam
Nguyen Vuong Hoai Thao: Ho Chi Minh City University of Economics and Finance, Ho Chi Minh City, Viet Nam

HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, 2026, vol. 16, issue 2, 16-36

Abstract: In a world of uncertainty, the tourism industry has to confront several changes that significantly disturb the innovation and development of this field. Managers and marketers must estimate the appropriate strategy to encourage tourists to revisit the destination, especially after the Covid-19 pandemic. This study explores the role of destination image that combines hotel brand attachment to enhance the intention to revisit travelers. By adapting the S-O-R model and attachment theory, this study recognized the indispensability of hotel brands in tourist places, which could reinforce revisit intention. An empirical research was conducted to test the hypotheses based on the theoretical framework. This study utilized the PLS-SEM method to analyze 478 samples collected from primary data. Findings reveal that destination image, hotel brand attachment, and revisit intention correlate linearly in tourism. This study also proposes both practical contributions and theoretical building for further research.

Keywords: affective image; cognitive image; destination image; hotel brand attachment; revisit intention (search for similar items in EconPapers)
JEL-codes: L83 M21 M31 (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:bjw:econen:v:16:y:2026:i:2:p:16-36

DOI: 10.46223/HCMCOUJS.econ.en.16.2.3939.2026

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