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

Abstract

Craft villages play an important role in developing the cultural tourism and improving the attractiveness of cultural characteristics and traditional handcraft products to visitors. Although having many strengths, the development of Vietnamese craft villages tourism is still not commensurate with the inherent potential. The purpose of this study is to assess the relationship among expectations, satisfaction, and loyalty of visitors to craft village tourism in Hanoi. By applying the PLS-SEM method, the research has tested six hypotheses based on the survey results of 236 tourists at two famous tourist village of Hanoi: Bat Trang and Van Phuc. The result shows the positive related of tourists' expectations and tourist perceived value (β = 0.6), tourist satisfaction (β = 0.5) and tourist loyalty (β = 0.39). Similarly, the result indicates the positive relationship of perceived value, satisfaction (β = 0.28) and tourist loyalty (β = 0.2). Finally, the testing of the relationship between tourist satisfaction and tourist loyalty has been verified and is supported (β = 0.176). Conclusions, managerial implication, and suggestions for further studies are also included in the conclusions section of this study.

Impact of Self – Congruity and Destination Image on Tourist Loyalty: Evidence from Recreation farm Tourism

“…Accordingly, all the Q 2 values are positive, indicating the model's predictive relevance in this study. Besides, the results of this study are like many previous studies when demonstrating the link between destination image and loyalty (Chi & Qu, 2008;Thanh et al, 2020). In addition, the study also shows the influence of satisfaction on tourists' loyalty.…”

“…The willingness to return will be lower when the overall satisfaction is lower. Thanh et al (2020) found a significant correlation between tourist satisfaction and intention to return to cultural destinations. From the above arguments, the study proposes the following hypotheses.…”

“…Therefore, the destination's image affects tourists' perceived value, satisfaction, and loyalty (Vinh, 2013). Several studies have examined the influence of Santa & Tiatco, 2019;Han et al, 2019;Moon & Han, 2018;Profile et al, 2020;Santa-Cruz & López-Guzmán, 2017;Thanh et al, 2020;Vinh, 2013b). These studies have relied on multidimensional scales to measure the perceived value of tourism products and services.…”

“…Therefore, Hanoi's tourism managers must pay more attention to these factors. Because of the service quality, the return rate of tourists still needs to be high (Thanh et al, 2020).…”

Challenges in conserving Intangible Cultural Heritage in Vietnam as seen from the Van Phuc Silk Village

“…In Vietnam, Hanoi is considered the largest concentration of craft villages with approximately 1350 villages, making up approximately 59% of the total number of villages in the country. Among them, 277 villages are recognised as traditional craft villages including Bat Trang ceramics, Phu Vinh bamboo, Dai Dong embroidery, Chuong hat making, Lai Xa photography, to name but a few (Thanh et al, 2020). In terms of silk, Van Phuc is considered home to silk handicraft in Vietnam, just around 10 km from the centre of the Hanoi capital.…”