International Tourists’ Loyalty to Ho Chi Minh City Destination—A Mediation Analysis of Perceived Service Quality and Perceived Value

Abstract

At present, tourism is a key component of the modern Vietnamese economy. However, it is increasing the country’s pitifully low return visitor rate. The aim of this study was to explore the structural relationships among destination attributes, perceived service quality, perceived value, and loyalty of international tourists in Ho Chi Minh City. The destination attributes were investigated in terms of cultural and historical attractions, local cuisine, perceived price, safety and security, service facilities, natural environment, entertainment and recreation activities, negative attributes, and destination image. Data were collected through a self-administered questionnaire survey of 2073 respondents employed using SmartPLS analysis. The results indicate that destination attributes, perceived service quality, and perceived value have positive and direct influences on tourist loyalty. In addition, the findings also confirmed that these destination attributes indirectly affected tourist loyalty through their perceived value and perceived service quality. Based on the findings, some recommendations and implications are suggested to enhance traveler intention to re-visit and increase awareness of the necessity for sustainable development tourism in Ho Chi Minh City, with their willingness to recommend this place to others.

Revisit intention and satisfaction: The role of destination image, perceived risk, and cultural contact

“…Tourism therefore becomes crucial to such countries, and an increasing number of studies focus on tourism development (Gössling et al, 2008;Saufi et al, 2014). Among other factors, tourists' satisfaction and revisit intention are considered vital elements to ensure the success of any destination (Mai et al, 2019). Several previous studies have pointed out a number of these factors' antecedents related to the general construct of destination image, especially destination attractiveness and accommodation service (Chiu et al, 2016;Cong, 2016;Mai et al, 2019).…”

Relationships among Expectations, Satisfaction and Loyalty of Visitors to Craft Village

“…) Besides, the study also showed the links between expectations -perceived value; expectations -the satisfaction and expectationsloyalty is strongly supported with a value of β, respectively: 0.602; 0.500 and 0.397. As mentioned, previous studies often show the positive relationship of expectations and perceived values [15,20,22,24]. However, this study shows a strong positive relationship between expectations and satisfaction and loyalty, which will be an important finding for tourism marketers in promoting the image of the destination.…”

“…Prebensen and Xie [31] point out the importance of including the mastering and co-creation dimensions in acknowledging tourists' as resource integrators for value creation in experiences. Kim and Park [15], Mai et.al., [24] show the positive relationship among perceived value and tourist satisfaction were a significant antecedent of destination loyalty. However, related perceived value with Craft villages tourism is still limited in the previous literature.…”

“…However, related perceived value with Craft villages tourism is still limited in the previous literature. Almost of the study is related to culture heritage or rural tourism [31,22,24,17].…”

“…The questionnaire consists of three parts: the first part is demographic information of respondent, the second part is the questionnaire related to the factors: the tourist expectation include 10 items that developed from study of Murphy, et al [26] Torres and Kline [35] and Lim et., al [23] the tourist perceived value include three item that developed from study of Prebensen and Xie, [31] Mai et.al. [24] the tourist satisfaction includes three factor that developed from study of Bogale et. al.…”