A study on the relation between tourist revisit intention and its determinants - The case of Ho Chi Minh city
Abstract
In the recent years, the role of customer loyalty has greatly increase in
importance in both academic researches and practical applications in the field of
economics. And with Tourism being no exception to that trend, this research was
conducted in order to have a more meaningful insight on the application of such
subject in the tourism context and formulate an appropriate approach to maintain and
improve the loyalty of customers, or more specifically in tourism terms, their return
intention and destination image. For such purpose, the main focus of this study would
be the case of Ho Chi Minh City so that a close examination would be formed on the
relationship between the revisit intention of tourists with the destination image and its
determinants of the city.
By utilizing and adapting many prior research literatures and qualitative
reports, this study had applied a model of Revisit Intention and Destination Image that
bore a lot of resemblances to the one of Mr. Mai Ngoc Khuong in 2016, with “Safety
and Security Risks”, “Payment Equity”, “Natural Environment”, “Infrastructure and
Accessibility”, “Culture and Social Value”, “Entertainment and Leisure” as the
foundations. With much consideration, the questionnaire was constructed and
distributed to more than 300 foreign tourists that were currently in Ho Chi Minh City
in order to retrieve a more constructive and objective set of responses.
With the results of the linear regression analyses, it was concluded that except
for a strong negative connection from the Safety and Security Risks, all of the
remaining aforementioned tourism facets displayed moderately positive relation with
the Destination Image of the city, leading to a very positive connection between
Destination Image and the tourists Revisit Intention. Following that, the regression
equation illustrating such relations in this study was found to have the ability to
explain roughly 55% of the variation in the desire to comeback of tourists. This result
even though was not high, but it showed a strong influence between the tourism
features of the city and its image and the desire to revisit of the tourists.