| dc.description.abstract | This research is conducted to identify which factors affecting Chinese tourists‘ destination loyalty when they are travelling to Nha Trang city. There were 292 questionnaire surveys collected directly in Nha Trang city within three weeks. This research applied Smart PLS version 3 to analysis data. The research‘s results performed the relationships among independent variables – Push and Pull factors, dependent variable – Destination Loyalty, and a mediation – tourists‘ perceived value through both indirect and direct different effects.
Additionally, this research was applied quantitative method and convenience technique. Push and pull factors had positively effects on destination loyalty through a mediation analysis of tourists‘ perceived value. According to this research‘ outcomes, there were some recommendations for tourism agencies and organizations to remain and develop the number of Chinese tourists travelling to Nha Trang city. Limitation and future researches were also given in this research.
Keyword: Push Factor, Pull Factors, Tourists‘ Perceived Value, Destination Loyalty | en_US |
