The influence of destination images and emotional value on visitors' satisfaction and return intention in Quy Nhon City

Abstract

This study assesses the influence of tourist destination images and their emotional value on the satisfaction and return intention of domestic tourists in Quy Nhon City, Vietnam. 500 tourists visiting Quy Nhon City were surveyed using a convenient sampling method. The authors use structural equation modeling (SEM) to show that destination images and emotional value have a direct impact on visitor satisfaction. Destination images also impact on their return intentions. Moreover, the study also indicates that the destination image can be measured via four key factors: natural features, tourism facilities, infrastructure, and government support. Some implications are given to tourism businesses and policymakers of Binh Dinh Province. This can be a valuable aid in identifying key issues for tourism development in the region and help in the development of service measures aimed at increasing tourists' return intentions.