Abstract
Destination image is seen as the fundamental premise of destination loyalty and is a prerequisite in choosing a tourist destination of travelers. This study is aimed at measuring the impact of Hue destination image factors on the loyalty of Asian tourists based on the survey of 160 Asian tourists coming to Hue. The results show that among the four factors that make up the destination image of Hue, experience value has the most positive impact on Asian travelers’ loyalty. Tourists are more likely to agree that they will introduce a positive destination ofHue to relatives and friends than going back to the destination in the near future. Based on the results, several measures were proposed to improve tourists’ loyalty, in which the most importance is to emphasize the role of the DMO organization in building and positioning images of Hue destination.
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