Destination’s image impact on traver’s intention to back to Quang Ngai
Main Article Content
Abstract
This study analyzes the impact of destination image on tourists' intention to return to Quang Ngai. The survey sample included 250 visitors to Quang Ngai province during the period from April to June 2020. Using quantitative analysis methods, the research results show that 06 factors positively affect the intention to return of tourists, including: Difference, entertainment, cuisine, safety, environment, and socio-cultural. The great difference of the research results is the theoretical approach to consumer behavior to determine the price factor and the difference of the destination image. The research results highlight the unique differences of the destination, focusing on entertainment activities in promoting the return behavior of tourists. Finally, the study implies that management aims to improve and enhance the service quality of the destination image, attract tourists and increase the intention to return tourists.
Article Details
Keywords
Quang Ngai tourism, Destination, Intention to return
References
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Aksaray, M., & Alper, A. T. E. Ş .(2019). Turist rehberlerinin hizmet kalitesinin destinasyon imajına etkisi. Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi, 22(1), 112-132.
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Blasco, D., Guia, J., & Prats, L. (2014). Tourism destination zoning in mountain regions: a consumer-based approach. Tourism Geographies, 16(3), 512-528.
Bruwer, J., Pratt, M.A., Saliba, A. & Hirche, M. (2017). Regional destination image perception of tourists within a winescape context. Current Issues in Tourism, 20(2), 157-177.
Buhalis, D. (2000). Marketing the competitive destination of the future. Tourism management, 21(1), 97-116.
Chekalina, T., Fuchs, M. & Lexhagen, M. (2018). Customer-based destination brand equity modeling: The role of destination resources, value for money, and value in use. Journal of travel research, 57(1), 31-51.
Chen, C.-F. & Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions?. Tourism management, 28(4), 1115-1122.
Chi, C. G. Q., & Qu, H. (2008). Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach. Tourism management, 29(4), 624-636.
Crompton, J. L. (1979). An assessment of the image of Mexico as a vacation destination and the influence of geographical location upon that image. Journal of travel research, 17(4), 18-23.
Deng, N., Liu, J., Dai, Y., & Li, H. (2019). Different cultures, different photos: A comparison of Shanghai's pictorial destination image between East and West. Tourism Management Perspectives, 30, 182-192.
Dolnicar, S., Coltman, T. & Sharma, R. (2015). Do satisfied tourists really intend to come back? Three concerns with empirical studies of the link between satisfaction and behavioral intention. Journal of Travel Research, 54(2), 152-178.
Echtner, C. M., & Ritchie, J. B. (1991). The meaning and measurement of destination image. Journal of tourism studies, 2(2), 2-12.
Fishbein, M., Jaccard, J., Davidson, A. R., Ajzen, I., & Loken, B. (1980). Predicting and understanding family planning behaviors. In Understanding attitudes and predicting social behavior. Prentice Hall.
Formica, S. & S. Murrmann. (1998). The effects of group membership and motivation on attendance: an international festival case. Tourism Analysis, 3(3/4), 197-207.
Hà Nam Khánh Giao (2011). Giáo trình marketing du lịch. Thành phố Hồ Chí Minh: Nhà xuất bản Tổng hợp.
Hà Nam Khánh Giao & Nguyễn Thị Kim Ngân (2021). Tác động của hình ảnh điểm đến tới ý định quay lại của khách du lịch nội địa tại Bà Rịa–Vũng Tàu. Tạp chí Kinh tế-Kỹ thuật, 1-13.
Guo, Q., Johnson, C. A., Unger, J. B., Lee, L., Xie, B., Chou, C. P., ... & Pentz, M. (2007). Utility of the theory of reasoned action and theory of planned behavior for predicting Chinese adolescent smoking. Addictive behaviors, 32(5), 1066-1081.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. (2006). Multivariate data analysis. Uppersaddle River.
Han, H., & Kim, Y. (2010). An investigation of green hotel customers’ decision formation: Developing an extended model of the theory of planned behavior. International journal of hospitality management, 29(4), 659-668.
Hou, J. & Lin, Z. (1996). An investigation of tourism image of marketing strategy: A case study of Sun Mon Lake scenic resort. Journal of Outdoor Recreation Study, 9(1), 57-77.
Ngô Thái Hưng (2017). Nghiên cứu sự hài lòng của du khách nước ngoài với đểm đến du lịch thành phố Hồ Chí Minh. Tạp chí Khoa học Trường Đại học An Giang, 13(1), 1-10.
Hunt, J. D. (1982). Image as a factor in tourism development. Tourism Recreation Research, 7(1), 1-6.
Nguyễn Thị Lệ Hương và Phan Thanh Hoàn (2020). Đo lường ảnh hưởng các yếu tố của điểm đến du lịch huế tới ý định quay lại của du khách. Tạp chí Khoa học Đại học Huế: Kinh tế và Phát triển, 129(5C), 43-61.
Russell, J. A., Ward, L. M., & Pratt, G. (1981). Affective quality attributed to environments: A factor analytic study. Environment and behavior, 13(3), 259-288.
Kim, H. & Richardson, S. L. (2003). Motion picture impacts on destination images. Annals of tourism research, 30(1), 216-237.
Kozak, M. (2002). Comparative analysis of tourist motivations by nationality and destinations. Tourism Management, 23, 221–232.
Lau, A. L. S., & McKercher, B. (2004). Exploration versus acquisition: A comparison of firsttime and repeat visitors. Journal of Travel Research, 42(3), 279–285. .
Lee, J. S., Lee, C. K., & Choi, Y. (2011). Examining the role of emotional and functional values in festival evaluation. Journal of Travel Research, 50(6), 685-696.
Lin, C.-H., Morais, D.B., Kerstetter, D.L. & Hou, J.-S. (2007). Examining the role of cognitive and affective image in predicting choice across natural, developed, and theme-park destinations. Journal of Travel Research, 46(2), 183-194.
Loureiro, S. M. C. (2015). The role of website quality on PAD, attitude and intentions to visit and recommend island destination. International Journal of Tourism Research, 17(6), 545-554.
Mariné-Roig, E. (2017). Measuring destination image through travel reviews in search engines. Sustainability, 9(8), 1425.
McAlister, L., & Pessemier, E (1982). Variety seeking behavior: An interdisciplinary review. Journal of Consumer research, 9(3), 311-322.
Michael, R. T., & Becker, G. S. (1973). On the new theory of consumer behavior. The Swedish Journal of Economics, 378-396.
Morton, D. (2001). Information Technology and Organizational Transformation: History, Rhetoric, and Practice. Enterprise và Society, 2(4), 811-813.
Oppermann, M. (1995). Travel life cycle. Annals of tourism research, 22(3), 535-552.
Oppermann, M. (1997). First-time and repeat visitors to New Zealand. Tourism management, 18(3), 177-181.
Özer, G.Y., E (2011). Comparison of the theory of reasoned action and the theory of planned behavior: An application on accountants’ information technology usage. African Journal of Business Management, 5(1), 50-58.
Pandža Bajs, I. (2015). Tourist perceived value, relationship to satisfaction, and behavioral intentions: The example of the Croatian tourist destination Dubrovnik. Journal of Travel Research, 54(1), 122-134.
Qu, H., Kim, L.H. & Im, H.H. (2011). A model of destination branding: Integrating the concepts of the branding and destination image. Tourism management, 32(3), 465-476.
Rivera, M. A. & Croes, R. (2010). Ecotourists' loyalty: will they tell about the destination or will they return?. Journal of Ecotourism, 9(2), 85-103.
Rubies, E. B. (2001). Improving publicprivate sectors cooperation in tourism: a new paradigm for destinations. Tourism Review, 56(3), 38-41.
Stylidis, D., Biran, A., Sit, J. & Szivas, E. M. (2014). Residents' support for tourism development: The role of residents' place image and perceived tourism impacts. Tourism management, 45, 260-274.
Stylos, N., Vassiliadis, C.A., Bellou, V. & Andronikidis, A. (2016). Destination images, holistic images and personal normative beliefs: Predictors of intention to revisit a destination. Tourism Management, 53, 40-60.
Hồ Huy Tựu & Trần Thị Ái Cẩm. (2019). Ý định quay lại và truyền miệng tích cực của du khách quốc tế đối với Nha Trang. Tạp chí Phát triển Kinh tế, 262, 55-61.
Truong, T. H. & B. King. (2009). An evaluation of satisfaction levels among Chinese tourists in Vietnam. International Journal of Tourism Research, 11(6), 521-535.
Velázquez, B. M., Saura, I. G., & Molina, M. E. R. (2011). Conceptualizing and measuring loyalty: Towards a conceptual model of tourist loyalty antecedents. Journal of vacation marketing, 17(1), 65-81.
Um, S., Chon, K. & Ro, Y. (2006). Antecedents of revisit intention. Annals of tourism research, 33(4), 1141-1158.
Yu, H., & Littrell, M. A. (2003). Product and process orientations to tourism shopping. Journal of Travel Research, 42(2), 140-150.
Zhang, H., Fu, X., Cai, L. A., & Lu, L (2014). Destination image and tourist loyalty: A meta-analysis. Tourism management, 40, 213-223.
Aksaray, M., & Alper, A. T. E. Ş .(2019). Turist rehberlerinin hizmet kalitesinin destinasyon imajına etkisi. Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi, 22(1), 112-132.
Trần Văn Anh (2016). Phân tích và đánh giá các điều kiện tự nhiên tỉnh Quảng Nam phục vụ phát triển du lịch. Tạp chí Khoa học, 6(84), 187.
Blasco, D., Guia, J., & Prats, L. (2014). Tourism destination zoning in mountain regions: a consumer-based approach. Tourism Geographies, 16(3), 512-528.
Bruwer, J., Pratt, M.A., Saliba, A. & Hirche, M. (2017). Regional destination image perception of tourists within a winescape context. Current Issues in Tourism, 20(2), 157-177.
Buhalis, D. (2000). Marketing the competitive destination of the future. Tourism management, 21(1), 97-116.
Chekalina, T., Fuchs, M. & Lexhagen, M. (2018). Customer-based destination brand equity modeling: The role of destination resources, value for money, and value in use. Journal of travel research, 57(1), 31-51.
Chen, C.-F. & Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions?. Tourism management, 28(4), 1115-1122.
Chi, C. G. Q., & Qu, H. (2008). Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach. Tourism management, 29(4), 624-636.
Crompton, J. L. (1979). An assessment of the image of Mexico as a vacation destination and the influence of geographical location upon that image. Journal of travel research, 17(4), 18-23.
Deng, N., Liu, J., Dai, Y., & Li, H. (2019). Different cultures, different photos: A comparison of Shanghai's pictorial destination image between East and West. Tourism Management Perspectives, 30, 182-192.
Dolnicar, S., Coltman, T. & Sharma, R. (2015). Do satisfied tourists really intend to come back? Three concerns with empirical studies of the link between satisfaction and behavioral intention. Journal of Travel Research, 54(2), 152-178.
Echtner, C. M., & Ritchie, J. B. (1991). The meaning and measurement of destination image. Journal of tourism studies, 2(2), 2-12.
Fishbein, M., Jaccard, J., Davidson, A. R., Ajzen, I., & Loken, B. (1980). Predicting and understanding family planning behaviors. In Understanding attitudes and predicting social behavior. Prentice Hall.
Formica, S. & S. Murrmann. (1998). The effects of group membership and motivation on attendance: an international festival case. Tourism Analysis, 3(3/4), 197-207.
Hà Nam Khánh Giao (2011). Giáo trình marketing du lịch. Thành phố Hồ Chí Minh: Nhà xuất bản Tổng hợp.
Hà Nam Khánh Giao & Nguyễn Thị Kim Ngân (2021). Tác động của hình ảnh điểm đến tới ý định quay lại của khách du lịch nội địa tại Bà Rịa–Vũng Tàu. Tạp chí Kinh tế-Kỹ thuật, 1-13.
Guo, Q., Johnson, C. A., Unger, J. B., Lee, L., Xie, B., Chou, C. P., ... & Pentz, M. (2007). Utility of the theory of reasoned action and theory of planned behavior for predicting Chinese adolescent smoking. Addictive behaviors, 32(5), 1066-1081.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. (2006). Multivariate data analysis. Uppersaddle River.
Han, H., & Kim, Y. (2010). An investigation of green hotel customers’ decision formation: Developing an extended model of the theory of planned behavior. International journal of hospitality management, 29(4), 659-668.
Hou, J. & Lin, Z. (1996). An investigation of tourism image of marketing strategy: A case study of Sun Mon Lake scenic resort. Journal of Outdoor Recreation Study, 9(1), 57-77.
Ngô Thái Hưng (2017). Nghiên cứu sự hài lòng của du khách nước ngoài với đểm đến du lịch thành phố Hồ Chí Minh. Tạp chí Khoa học Trường Đại học An Giang, 13(1), 1-10.
Hunt, J. D. (1982). Image as a factor in tourism development. Tourism Recreation Research, 7(1), 1-6.
Nguyễn Thị Lệ Hương và Phan Thanh Hoàn (2020). Đo lường ảnh hưởng các yếu tố của điểm đến du lịch huế tới ý định quay lại của du khách. Tạp chí Khoa học Đại học Huế: Kinh tế và Phát triển, 129(5C), 43-61.
Russell, J. A., Ward, L. M., & Pratt, G. (1981). Affective quality attributed to environments: A factor analytic study. Environment and behavior, 13(3), 259-288.
Kim, H. & Richardson, S. L. (2003). Motion picture impacts on destination images. Annals of tourism research, 30(1), 216-237.
Kozak, M. (2002). Comparative analysis of tourist motivations by nationality and destinations. Tourism Management, 23, 221–232.
Lau, A. L. S., & McKercher, B. (2004). Exploration versus acquisition: A comparison of firsttime and repeat visitors. Journal of Travel Research, 42(3), 279–285. .
Lee, J. S., Lee, C. K., & Choi, Y. (2011). Examining the role of emotional and functional values in festival evaluation. Journal of Travel Research, 50(6), 685-696.
Lin, C.-H., Morais, D.B., Kerstetter, D.L. & Hou, J.-S. (2007). Examining the role of cognitive and affective image in predicting choice across natural, developed, and theme-park destinations. Journal of Travel Research, 46(2), 183-194.
Loureiro, S. M. C. (2015). The role of website quality on PAD, attitude and intentions to visit and recommend island destination. International Journal of Tourism Research, 17(6), 545-554.
Mariné-Roig, E. (2017). Measuring destination image through travel reviews in search engines. Sustainability, 9(8), 1425.
McAlister, L., & Pessemier, E (1982). Variety seeking behavior: An interdisciplinary review. Journal of Consumer research, 9(3), 311-322.
Michael, R. T., & Becker, G. S. (1973). On the new theory of consumer behavior. The Swedish Journal of Economics, 378-396.
Morton, D. (2001). Information Technology and Organizational Transformation: History, Rhetoric, and Practice. Enterprise và Society, 2(4), 811-813.
Oppermann, M. (1995). Travel life cycle. Annals of tourism research, 22(3), 535-552.
Oppermann, M. (1997). First-time and repeat visitors to New Zealand. Tourism management, 18(3), 177-181.
Özer, G.Y., E (2011). Comparison of the theory of reasoned action and the theory of planned behavior: An application on accountants’ information technology usage. African Journal of Business Management, 5(1), 50-58.
Pandža Bajs, I. (2015). Tourist perceived value, relationship to satisfaction, and behavioral intentions: The example of the Croatian tourist destination Dubrovnik. Journal of Travel Research, 54(1), 122-134.
Qu, H., Kim, L.H. & Im, H.H. (2011). A model of destination branding: Integrating the concepts of the branding and destination image. Tourism management, 32(3), 465-476.
Rivera, M. A. & Croes, R. (2010). Ecotourists' loyalty: will they tell about the destination or will they return?. Journal of Ecotourism, 9(2), 85-103.
Rubies, E. B. (2001). Improving publicprivate sectors cooperation in tourism: a new paradigm for destinations. Tourism Review, 56(3), 38-41.
Stylidis, D., Biran, A., Sit, J. & Szivas, E. M. (2014). Residents' support for tourism development: The role of residents' place image and perceived tourism impacts. Tourism management, 45, 260-274.
Stylos, N., Vassiliadis, C.A., Bellou, V. & Andronikidis, A. (2016). Destination images, holistic images and personal normative beliefs: Predictors of intention to revisit a destination. Tourism Management, 53, 40-60.
Hồ Huy Tựu & Trần Thị Ái Cẩm. (2019). Ý định quay lại và truyền miệng tích cực của du khách quốc tế đối với Nha Trang. Tạp chí Phát triển Kinh tế, 262, 55-61.
Truong, T. H. & B. King. (2009). An evaluation of satisfaction levels among Chinese tourists in Vietnam. International Journal of Tourism Research, 11(6), 521-535.
Velázquez, B. M., Saura, I. G., & Molina, M. E. R. (2011). Conceptualizing and measuring loyalty: Towards a conceptual model of tourist loyalty antecedents. Journal of vacation marketing, 17(1), 65-81.
Um, S., Chon, K. & Ro, Y. (2006). Antecedents of revisit intention. Annals of tourism research, 33(4), 1141-1158.
Yu, H., & Littrell, M. A. (2003). Product and process orientations to tourism shopping. Journal of Travel Research, 42(2), 140-150.
Zhang, H., Fu, X., Cai, L. A., & Lu, L (2014). Destination image and tourist loyalty: A meta-analysis. Tourism management, 40, 213-223.