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

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 was set up to review and explore the various factors 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.

Factors influencing MICE destination revisit intentions: A literature review

“…The results showed that accessibility significantly and positively affects tourists' return intentions (Ngoc, Trinh, 2015). Another study by Giao et al (2020) investigated the factors that affect domestic tourists' revisit intentions using a sample of 550 domestic tourists who had visited Vietnam in the last quarter of 2019. The findings showed that accessibility is positively associated with revisit intentions.…”

Destination competitiveness and marketing strategies among resorts business in Occidental Mindoro

“…This is similar with Marasigan and Borbon, (2021) stating that these infrastructure facilities are given so much attention by the resort management, but customers, since they have expectation on this, give focus of their observation on how the entire resort looks like, thus, the customers look at the place as a whole. Tourism infrastructure that fulfills the demands of tourists and provides simple access to places can help to improve the destination's image and increase visitors' desire to return (Giao et al, 2020). Fast internet connection is one of the things that guests who enjoy uploading their holiday activities and conducting live streaming consider while picking their chosen place.…”

“…The destination image, which is produced by a mix of destination qualities, is an essential component in enticing people to come and motivating them to return. (e.g., beautiful landscape, shopping opportunities, cultural exchange, infrastructure, safety, and activities) (Giao et al, 2020). However, tourism activities also have negative influences on the environment, in which solid waste is one of the most significant impacts.…”

An Integrated Model of Destination Advocacy and Its Direct and Mediating Effects on Destination Revisit Intention

“…On the other hand, in the heart of researches, the psychological factors (Chen et al, 2020), destination image (Elahi et al, 2020), a desire for variety, the environment, infrastructure, recreation and entertainment, local food, mobility, and price value, and atmosphere (Giao et al, 2020), destination attributes including cognitive and affective evaluation (Jumanazarov et al, 2020), destination brand engagement factors (Kumar & Kaushik, 2020), sustainability and environmental awareness (Kusumawati et al, 2020), quality of service, corporate image, and customer satisfaction (Khoo, 2022), etc. have explored to create the revisit intention in the different destinations rather than Bangladesh.…”