Destination image impact on the intention to return to Bac Lieu city (Vietnam) of domestic tourists

Arts, Social Sciences and Humanities

The study aimed to determine the factors affecting the intention to return to Bac Lieu city of domestic tourists. The research method is qualitative to determine the model and quantitative to measure the influence of factors on the intention to return tourists. The research model includes Infrastructure for tourism; Accommodation establishments; Sightseeing means of transport; Catering and entertainment services; Security, order and safety; Perceived price; Cultural and natural environment. The results of data analysis of 390 tourists, carried out through descriptive statistics, aggregate reliability (CR), measurement model fit, and linear structural model evaluation (PLS-SEM) have identified five factors affecting the satisfaction and intention to return of tourists, including Cultural and natural environment; Sightseeing means of transport; Catering and entertainment services; Accommodation establishments; Security, order and safety. From the research results, the management implications are proposed to improve the return intention of tourists.

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