Factors affecting tourists' return intention towards Mekong Delta - A mediation analysis of tourist satisfaction
Abstract
This research was conducted to identify the relationship between the
tourists’ satisfaction and their return intention towards Mekong delta. Besides that,
this study also examines the influence of the key factors (natural environment,
cultural environment, hospitality, local cuisine, infrastructure and accessibility,
leisure and entertainment, price and negative attributes) on tourist destination
satisfaction and tourist return intention. Based on previous theoretical and
empirical studies, the research conceptual framework and hypotheses were
constructed. For the purpose of the research, the primary data was conducted by
collecting survey from a total of 304 respondents.
Based on the results of the reliability test, factor analysis, multiple
regression analysis, and path analysis, this study argues that in order to attract
tourists to return Mekong delta, tourists should have high level of satisfaction.
Moreover, the factor of cultural environment directly affects the return intention of
tourists. Besides that, the findings indicate that the four factors (natural
environment, hospitality, infrastructure and accessibility, leisure and entertainment)
have significant impact on tourist destination satisfaction.
In conclusion, from the experiences in the process of conducting
research, the researcher points out some limitations of this study and provides
helpful recommendations for further research. This study also gives some
recommendations to the local governments and local tourism companies in Mekong
delta to improve the level of tourist satisfaction and attract them to revisit Mekong
delta.
Keywords: Tourist destination satisfaction, tourist return intention,
natural environment, cultural environment, hospitality, local cuisine, infrastructure
and accessibility, leisure and entertainment, price, negative attributes