A Relationship Study of Vietnamese Tourist’s Destination Image and Satisfaction toward Hoi An

• Main Authors: NGUYEN NGOC TRUYEN, 阮玉傳
• Other Authors: Ming-Yuan Wang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/13129645727892424543

碩士 === 國立高雄應用科技大學 === 觀光與餐旅管理系 === 98 === Abstract Vietnam’s Tourism industry has developed rapidly since 1981; it made a significant contribution to the economic growth of the country. Eventually, it will become a major destination country in the Asia-Pacific region in the near future. Located in central Vietnam, Hoi An Ancient Town is a key tourist attraction that features unique cultural and architectural buildings. The number of tourist steadily increased since 1997 and surged to 31.8% after the city was declared a World Heritage Site by The United Nations Educational, Scientific and Cultural Organization (UNESCO) in December 1999. Nevertheless, the number of tourists had shrunk in 2009 due to the global economic slowdown. It posted a serious problem to Vietnamese tourism industry as well as to Hoi An Ancient Town. How to attract more tourists had become a major issue to Hoi An Ancient Town. Studies suggested that destinations image not only can affect tourists’ travel destination choices, but also affect the feelings after their travel; thereby affecting revisit and recommendations. In this essence, packaging and promoting a destination’s image has been considered important practices by the tourism marketers. This empirical study utilized questionnaire to explore destination image, satisfaction, and other behaviors of Vietnamese tourists before, during, and after visiting Hoi An Ancient Town. Data were analyzed by descriptive statistics, reliability analysis, factor analysis, independent-sample T-test, one-way ANOVA, and multiple linear regressions. The results suggested that (1) different demographic variables of the tourists’ have significant differences on destination image, satisfaction, and post-purchasing behavior; (2) The destination image of Vietnamese tourists had direct and positive influence on satisfaction and post-purchasing behavior; (3) satisfaction had direct and positive influence on post-purchasing behavior. Based on the findings, further suggestions were made to the Hoi An city government to attract more tourists. They are: (1) to improve the facilities and services; (2) to enhance the management of its destination images; (3) to encourage the retention of historical buildings; (4) to increase activities to meet the tourist leisure needs. (5) To reserve the historical culture and buildings. (6) To restrain the height of new constructures. Keywords: Hoi An ancient town, destination image, satisfaction, post-purchasing behavior