Tourists’ Satisfaction, Loyalty and Intention to Return: Survey at Phong Nha - Ke Bang National Park, Vietnam

Abstract

This study was conducted to determine the impact of the destination image and emotional value on the tourists’ satisfaction, loyalty and intention to return to Phong Nha Ke Bang national park, Vietnam. The methods used by the authors include qualitative research and quantitative research based on Cronbach' Alpha, Exploratory Factor Analysis, Confirmatory Factor Analysis, and Structural Equation Modelling analysis. The study is based on data collected from May to July 2019 through a survey of 270 visitors. Research results show that destination image and emotional value are significantly associated with visitor satisfaction and loyalty and the intention to return. Additionally, there are significant differences between tourist groups in terms of gender and types of foreign and native visitors. In terms of age and income of visitors, the research results show that there are no significant differences. The research results also made recommendations for tourism authorities and local residents and travel companies to enhance satisfaction, loyalty and intention to return of tourists during their visits.