Factors affecting tourist destination satisfaction and return intention- A study in HCM city
Abstract
The research was conducted with the overall purpose of exploring factors affecting tourists‟ destination satisfaction and return intention in Ho Chi Minh City. Based on varieties of previous research related to tourist satisfaction and customer loyalty, this study has 9 independent variables (Cultural and Historical attractions, Local cuisine, Perceived price, Safety and Security, Infrastructure, Natural environment, Entertainment and recreation activities, Negative attributes, Destination image) and two dependent variables affect to tourists‟ destination satisfaction and return intention.
The main used methods in this research was quantitative approaches, with statistical applied techniques such as exploratory factor analysis, multiple regression analysis and path analysis to test the indirect effects of variables. The results of this research theoretically and empirically proved that tourists‟ return intention was affected mostly by Tourist destination satisfaction following by Recreations and entertainments, Natural environment and Cultural and historical attractions. In other hand, other factors contributed low effects on intention of revisit of tourists.
To sum up, this research still met limitations in studying tourist return intention completely; however through the process of carrying out research and experiences in collecting data, this research also brought meaningful recommendations for further research. Comprehensively, the research findings provided some recommendations for tourism managers in Ho Chi Minh City to improve and ameliorate the service so that tourist would satisfy more to destination and enhance the intention of revisit in the future.