FACTORS AFFECTING TOURISTS' RETURN INTENTION TOWARDS DANANG CITY

Abstract

The objective of the study is to evaluate the factors affecting the intention to return to a tourist destination in Da Nang, Vietnam. The study conducted a survey for 2 months, from April to June 2022, and the results were 586 valid questionnaires. The data was analyzed using SmartPLS 3.3 software. The results show that destination image has a positive impact on tourists' perception of value and quality. At the same time, the destination image and the perception of quality and value create visitor satisfaction. In addition, visitor satisfaction has a positive effect on tourists' intention to return to Danang. Finally, the income modifier is statistically significant in the relationship between visitor satisfaction and the intention to return to Da Nang. From there, the study makes recommendations for tourism businesses and tourism management agencies in Da Nang to be able to attract more new tourists and encourage tourists who have been to Da Nang to return to Da Nang.