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Destination Image, Tourist Satisfaction and Destination Loyalty: A Case Study of Hue, Vietnam

  • Several studies have confirmed the interrelationship among destination image, tourist satisfaction and destination loyalty, in which destination image and tourist satisfaction are believed to have great influences on the destination loyalty of tourists. Located in the central region of Vietnam, Hue holds great potential for tourism development and this destination has also obtained numerous significant tourism achievements over recent years.Nevertheless, there are still a lot of issues needed to be addressed by the destination managers in order to make Hue gain a better position and higher level of destination loyalty in the tourism market, in which successfully communicating an attractive destination image to the tourists and improving their satisfaction are the most important tasks. In fact, there exist very few researches concerning destination image, tourist satisfaction or even destination loyalty which have been done in Hue. Moreover, most of these studies are in very small scale and they only examine either the destination image or the tourist satisfaction or the destination loyalty independently. This paper, therefore, aims to deliver the first and comprehensive theoretical and empirical analysis of destination image, tourist satisfaction and destination loyalty as well as the causal relationship among them in the context of Hue. In this study, a destination loyalty research model was proposed and hypotheses were derived. The empirical data base on two tourist surveys with a total number of 2042 questionnaires collected in Hue in 2013 and 2014. In addition, ten experts were interviewed in different periods during the study. The results find that the tourists’ perceptions on the destination image of Hue are quite positive and the positive level is higher for those who completely have no earlier experience in Hue. It is also discovered that the destination is offering tourists with a pretty satisfactory experience, not as high as their initial expectations, but acceptable with positive ratings received from the tourists. However, if the destination is able to better communicate a positive image to tourists and improves the quality of its offers and services, the tourists’ satisfaction will be increased and thus the destination loyalty will also be enhanced. This finding supports the proposed destination loyalty model: (1) destination image directly influences attribute-satisfaction; (2) destination image and attribute-satisfaction are both direct influences of overall-satisfaction; and (3) overall-satisfaction in turn has a direct and positive impact on destination loyalty. The findings also confirm that attribute-satisfaction and destination image are also the direct influences of destination loyalty. Furthermore, the results add to the proposed loyalty model a new relationship: Destination image is influenced strongly by tourist overall-satisfaction and attribute-satisfaction. The outcomes of this research are expected to be used as a valuable reference for the local policy-makers, governmental agencies, tourism companies and other relevant stakeholders. Also, important theoretical and managerial implications are drawn based on the study findings and the recommendations for future researchers are made from the limitations and scopes of the study.
  • Vordergründig ist diese Arbeit eine Fallstudie über den Tourismus in der Stadt Hue (Vietnam). Sie basiert im wesentlichen auf zwei sehr umfangreichen Befragungen: Eine befaßt sich mit dem Image der Stadt Hue und die andere mit der Zufriedenheit der Touristen. Anhand dieser beiden Umfragen wird auch das Modell der touristischen Loyalität (Stammgäste) empirisch überprüft.

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Metadaten
Author: Lien Tran Thi Ngoc
URN:urn:nbn:de:gbv:9-002503-7
Title Additional (English):Destination Image, Tourist Satisfaction and Destination Loyalty: A Case Study of Hue, Vietnam
Title Additional (German):Zielbild , touristische Zufriedenheit und Zielbindung : eine Fallstudie von Hue, Vietnam
Advisor:Prof. Dr. Ludwig Ellenberg, Prof. Dr. Wilhelm Steingrube
Document Type:Doctoral Thesis
Language:English
Date of Publication (online):2016/04/25
Granting Institution:Ernst-Moritz-Arndt-Universität, Mathematisch-Naturwissenschaftliche Fakultät (bis 31.05.2018)
Date of final exam:2016/04/19
Release Date:2016/04/25
Tag:Hue, Vietnam, destination image, destination loyalty, tourism, tourist satisfaction
GND Keyword:Tourismus, Vietnam
Faculties:Mathematisch-Naturwissenschaftliche Fakultät / Institut für Geographie und Geologie
DDC class:500 Naturwissenschaften und Mathematik / 550 Geowissenschaften, Geologie