Factors affecting tourist loyalty through a mediation of tourist satisfaction - A case study of Con Dao island, Vietnam
Abstract
This study attempts to examine the factors associated with tourism in Con Dao island of Vietnam. It was conducted to identify the relationship between eight variables including natural environment, cultural and social, price, infrastructure, accessibility, local food, entertainment and safety and tourist loyalty with the mediating role of tourist satisfaction. With the findings of the positive and negative factors affecting to tourist satisfaction and loyalty, local administrations could find a solution of fixing their shortcomings immediately. It could contribute to the development of tourism industry in Con Dao in the future.
For this study, quantitative approach was main method applied and questionnaires were delivered to 250 tourists who visited Con Dao. To be more specific, this research provides the practical relationships among independent variables and mediating variable (tourist satisfaction) on tourist loyalty in tourism sector in Con Dao. The final results revealed five main factors include price, natural environment, safety, accessibility and entertainment which significantly and positively influenced loyalty of tourists directly and indirectly. Besides, there was a significant relationship between tourists satisfaction and tourists loyalty. In addition, the research finding and some recommendations for future studies are also discussed in last part as useful solutions to tourism in Con Dao as well as tourism sector in Viet Nam generally.
Keywords: Tourist satisfaction, tourist loyalty, Con Dao island.