Relationships among Motivation, Perception and Re-visitation Intention for Domestic Tourists: The Case of Heritage Sites in Hanoi, Vietnam

Abstract

In a busy and modern society, people always tent to be nostalgic and experience ancient values. That is the reason why heritage tourism attracts a lot of concerns from tourism scholars in the world. Regarding to Vietnam in general and Hanoi in particular, total number of domestic tourists who traveling heritage sites are always higher than international tourists. This study attempts to examine the relationships among motivation, perception and re-visitation intention for domestic tourists who traveling to Hanoi heritage sites and also try to find out motivation factors which effect on tourists’ perception. Data were collected from ten heritage sites between May and June 2015 with 150 usable questionnaires obtained from the survey. The findings show that both push and pull motivations have effect on tourists’ perception and pull motivations have more effect than perception than push motivations. Besides, there are also relationships among motivation, perception and re-visitation intention. In general, these findings aligned with the previous researches. The results of this study also express that the factor that attracts domestic tourists most is the heritage core attraction. It will be suggestion for destination marketing organizations (DMO) so that they can make a long-term plan for the development of heritage tourism in Hanoi. Implications and suggestions for further study are also provided at the end of this study.