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Predicting Tourist Loyalty to a Small Emerging Destination – The Importance of Destination Image

ASEAN Marketing Journal

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Title Predicting Tourist Loyalty to a Small Emerging Destination – The Importance of Destination Image
 
Creator Binh Nghiem-Phu; Department of Business Communication
Fukushima National College of Technology
 
Subject destination image; tourist motivation; trip satisfaction; destination loyalty; emerging destination; Vietnam
 
Description In the Southeast Asia region, Vietnam is a developing country and also a developing tourism destination. The number of international tourists to Vietnam has been increasing in recent years. However, the post-trip issues (e.g., not returning, bad word-of-mouth) have become the focal points of many arguments. Based on the existing literature, this study devel- oped and tested a theoretical model to predict international tourists’ loyalty to Vietnam from a combination of destination image, tourist motivation, and overall trip satisfaction. The findings revealed that destination image significantly and positively predicted tourists’ overall satisfaction with the trip and their loyalty to the country in the future. Tourist motiva- tion had some weak but significant effects on both overall trip satisfaction and destination loyalty when tested separately; however, the effect on overall trip satisfaction could not be observed when controlled by destination image. Implications were discussed for Vietnam and other small emerging destinations. 
 
Publisher Management Research Center, Department of Management, Faculty of Economics and Business, U
 
Contributor —
 
Date 2018-02-09
 
Type Peer-reviewed Article
 
Format application/pdf
 
Identifier http://journal.ui.ac.id/index.php/amj/article/view/9253
 
Source ASEAN Marketing Journal; Vol 9, No 2 (2017): Vol 9, No 2 (2017); December 2017; 101-114
 
Language en
 
Relation http://journal.ui.ac.id/index.php/amj/article/download/9253/67546238