Factors affecting tourists' perceived value, satistaction and their return intention - A case of Hoi An city
Abstract
This study was conducted to evaluate the factors associated with tourism in Hoi An. It was conducted to identify the relationship between the variables including Destination Image, Emotional Experience, Local Food and Perceived Cost and tourist's Perceived Value, Satisfaction and their Return Intention under the Pandža Bajs, I. (2015) model.
The final results revealed three main factors include Destination Image, Local Food and Perceived Cost had effects on tourists’ return intention, in which the greatest variable was explained by Local Food; followed by Perceived Cost and Destination Image. Besides, there was a significant relationship between tourists satisfaction and their return intention.
In this research, the quantitative method is used to determine factors which influence on tourist’s perceived value, satisfaction and their return intention in Hoi An City. The data regarding to personal opinions of 304 domestic respondents from different regions of Vietnam was collected by questionnaire distribution and then it was analyzed by using SPSS Software version 20, AMOS version 20. The questionnaire of Five-point Likert scale based on the measurement scale of Pandža Bajs, I. (2015).
Finally, based on the results of the research, this study concluded with suggesting some practical implications in order to improve the tourism industry in Hoi An as well as recommending areas of the further research.