Factors affecting international tourists' destination satisfaction and word-of-mouth - A study in Ho Chi Minh City
Abstract
The main purpose of this dissertation was to identify key factors affecting international tourists’ destination satisfaction and word-of-mouth towards Ho Chi Minh City on the basis of previous researches and empirical findings. Furthermore, total, direct and indirect effects of predetermined variables on tourists’ word-of-mouth were measured to provide a clear understanding of key determinants impacting on tourists’ intentions to recommend about the southern metropolis of Vietnam. In this study, quantitative approach was mainly adopted with the assistance of several analytical methods of research such as factor, multiple regression, and path analysis. The questionnaire design was constructed based on past studies and accredited in both international and domestic environments of tourism. There were a total of 1,673 questionnaires circulated to international tourists travelling to Ho Chi Minh City, which exceeded the minimum number of respondents for the sample size. Results obtained from data analysis indicated that local cuisine, negative attributes, perceived price, natural environment, destination image, recreation and entertainment activities, and tourists’ destination satisfaction directly affected tourists’ word-of-mouth; moreover, destination image, safety and security, infrastructure, and natural environment made indirect contributions to tourists’ word-of-mouth via tourists’ destination satisfaction. Most importantly, destination image was the factor that had the greatest total effect on tourists’ word-of-mouth .Based on key findings of this research, several recommendations and constructive remedies were suggested in order to provide solutions for the current problems of the tourism sector in Ho Chi Minh City, which may help local authorities of the southern hub enhance the city’s tourism sector sustainably.