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http://dx.doi.org/10.13106/jafeb.2020.vol7.no6.209

How Destination Image Factors Affect Domestic Tourists Revisit Intention to Ba Ria-Vung Tau Province, Vietnam  

GIAO, Ha Nam Khanh (Faculty of Air Transport, Vietnam Aviation Academy)
NGAN, Nguyen Thi Kim (Faculty of Air Transport, Vietnam Aviation Academy)
PHUC, Nguyen Pham Hanh (Faculty of Tourism and Hospitality, University of Finance - Marketing)
TUAN, Huynh Quoc (Faculty of Business Administration, Dong Thap University)
HONG, Ha Kim (Faculty of Tourism and Hospitality, University of Finance - Marketing)
ANH, Huynh Diep Tram (Faculty of Air Transport, Vietnam Aviation Academy)
NHU, Duong Thi Huynh (Department of Facilities Administration, An Giang University)
LAN, NgoThi (Faculty of Business Administration, Saigon University)
Publication Information
The Journal of Asian Finance, Economics and Business / v.7, no.6, 2020 , pp. 209-220 More about this Journal
Abstract
This research examines the affect of destination image factors on revisit intention of domestic tourists at Ba Ria Vung-Tau (BRVT), by questioning directly 510 domestic tourists. The convenient sampling method is used in dividing the crowds into four groups; the four main surveyed areas in BRVT are: Vung Tau, Long Hai-Phuoc Hai, Xuyen Moc and Con Dao. A combination of qualitative and quantitative methodologies were utilized.A focus group of 10 domestic tourists wasset up to review and explore the variousfactors as well as the conceptual model. An in-depth interview with 12 participants was developed to fine-tune measurement items. The questionnaire applied a 5-point Likert scale. Checking the reliability by Cronbach's Alpha, exploratory factor analyzing and linear multiple regression were used with the SPSS program. The results show that there are eight main destination image factors affecting domestic tourists revisit intention to BRVT using linear regression and arranged by decreasing importance: Infrastructure, Variety Seeking, Accessibility, Local food, Atmosphere, Environment, Price Value, Leisure and Entertainment. From that, the research offers some suggestions and policy recommendations for the tourism business and provincial policy-makers to identify the main issues and develop better customer services to increase domestic tourists'revisit intention.
Keywords
Destination Image; Revisit Intention; Domestic Tourists; Ba Ria-Vung Tau Province;
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Times Cited By KSCI : 10  (Citation Analysis)
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