Factors affecting tourists' return intention - A study on Vung Tau city
Abstract
With the purpose of achieving an overall understanding about return intention
of tourists travelling to Vung Tau city, this dissertation identified key factors directly
affecting to tourists‟ satisfaction as well as their decision in coming back and using the
tourism service in this city again in the future. In addition, the study investigated the
significance level of these factors and measured the direct also indirect effects of these
determinants on tourists‟ return intention through satisfaction.
For the purpose of the research, the quantitative method was applied and
questionnaires were delivered to totally 300 respondents in this tourism place. All of
them were tourists coming to Vung Tau for travelling and staying in this destination for
more than one day. The opinion of all tourists on 70 variables of 10 dimensions
representing determinants on tourists‟ satisfaction and their intention to return the
destination were measured based on Likert five point scale ranging from one to five,
equivalent to strongly disagree to strongly agree. This survey used the SPSS software
with several kinds of statistical techniques in order to measure the reliability, validity also
create the most precise research‟s findings.
After analyzing all information from the questionnaires, the researcher found
out that there were totally 5 factors that affected significantly and positively to tourists‟
return intention. They included Destination image, Tourists‟ destination satisfaction,
Infrastructure, Price and Natural and Cultural Environment with the descending level of
significance. There was only one factor that had negative significant effect on tourists‟
return intention, which was Safety and Security.
Based on this result, the researcher gave some suggestions for the tourism
makers as well as local administration of Vung Tau City in order to contribute to create a
successful and sustainable tourism industry for this destination in the future.