Impact of destination image, attitude and motivation on future behavior of tourists: The case of Vung Tau's tourism destination
Abstract
Vung Tau city is a coastal tourism destination. It has the advantage of
nature and landscape but still not gain high revenue in tourism in comparison with
other coastal tourism destination. Two of the reasons have been reported that the visit
of few foreigners and people living far from Vung Tau as well as their seasonally and
shortly staying at Vung Tau. Destination image, motivation for travel or the tourists’
satisfaction and attitudes have been an important area of study in the tourism literature
for decades. Understanding why people travel, how the percept to destination image
and what factors influence their behavioral intention of choosing a travel destination
is beneficial to tourism planning and marketing. Therefore, the purpose of this article
is to find out the impacts of destination image, tourists’ attitudes and motivation on
their satisfaction and future behavior which helps identify the most important factor
tourism entrepreneurs and government of Vung Tau should consider to improve.
Furthermore, this research aims to clarify which variables of each factor that the
tourists’ give positive and negative feedbacks to recommend some solutions for
current problems of Vung Tau tourism.
Primary research is carried out based on a sample of tourists who are
travelling in Vung Tau, using quantitative approach, with primary data collected by
questionnaire. 300 designed questionnaires collected are put into SPSS system and
AMOS 20 to analyze to generate results.
The research have been completed with the findings that there are impacts
of destination image, tourists’ attitude , motivation and satisfaction on their future
behavior in which the destination image has the strongest direct influence on
satisfaction; satisfaction gets the strongest impact on future behavior. The study also
found out that almost tourists come to Vung Tau at the weekend and seasonally and to
be from Ho Chi Minh city for normal days. From the result, solutions and
recommendations for Vung Tau tourism have been indicated.