The relationship among local marketing, regional linkage, a destination image, and foreign direct investment firms’ satisfaction: A case study in long an province

Abstract

The study investigates the relationship among local marketing, regional linkage, a destination image, and FDI firms' satisfaction in Long An province. Qualitative and quantitative research was implemented as follows: The qualitative research was executed through focus group discussions with 10 owners or export managers of FDI firms; The quantitative research was conducted through direct interviews with 491 managers of FDI firms in Long An. Empirical results justifies the relationship among local marketing, regional linkage, a destination image, and FDI firms' satisfaction. The results show the following key metrics: (i) FDI firms' satisfaction is affected by a destination image (with Beta = 0,141), local marketing (with Beta = 0,202), and regional linkage (with Beta = 0,173); (ii) A destination image is affected by regional linkage (with Beta = 0,456), and local marekting (with Beta = 0,150); (iii) Local marketing is affected by regional linkage (with Beta = 0,367). The findings are foundational for policy proposals for Long An province to improve the satisfaction of FDI enterprises. However, the research has certain limitations: (i) the study was only conducted in Long An, (ii), the spatial correlation among Ho Chi Minh City, Tien Giang and Long An linked regions was neglected.