Successful mice tourism in Can Tho city: Approach according to destination loyalty factors
Main Article Content
Abstract
The study examines the impact of service quality, destination image and customer satisfaction on the success of MICE tourism through destination loyalty. The structural modeling method SEM was used with a survey sample of 316 tourists who had been to Can Tho at least once. Research results show that the impact of factors on the success of tourist destinations is positive and statistically significant. Based on the results, the authors analyze and make recommendations on managerial implications for investing in factors of destination image and service quality to increase customer satisfaction and attract repeat visitors to create the success of the destination
Article Details
Keywords
Can Tho, Destination image, Destination loyalty, MICE tourism success, Visitor satisfaction
References
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Albacete-Saez, C.A., Fuentes-Fuentes, M.M., & Llorens-Montes, F.J. (2007). Service quality measurement in rural accommodation. Annals of Tourism Research, 34(1), 45 – 65. https://doi.org/10.1016/j.annals.2006.06.010
Almeida-Santana, A. & Moreno-Gil, S. (2018). Understanding tourism loyalty: Horizontal vs destination loyalty. Tourism Management, 65, 245 – 255. https://doi.org/10.1016/j.tourman.2017.10.011
Aunalal, Z. I., Kadir, A. R., Taba, M. I., & Hamid, N. (2017). The Influence of Service Quality Dimensions, Destination Image and Satisfaction to Tourist Loyalty in Maluku Province. Scientific Research Journal, 5(7), 71-89. https://www.scirj.org/papers-0617/scirj-P0617409.pdf
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Bang Nguyen Viet & Ho Hai Nguyen (2019). Factors Impact on Tourist Destination Loyalty: A Case Study in Ho Chi Minh City. African Journal of Hospitality, Tourism and Leisure, 8(3), 1-15. http//: www.ajhtl.com
Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57-71. https://doi.org/10.1177/002224299205600205
Chen, C. M., Lee, H. T., Chen, S. H., & Huang, T. H. (2011). Tourist behavioural intentions in relation to service quality and customer satisfaction in Kinmen National Park, Taiwan. International Journal of Tourism Research, 13(5), 416-432. https://doi.org/10.1002/jtr.810
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. https://doi.org/10.1016/j.tourman.2007.06.007
Chiu, W., Zeng, S., & Cheng, P. S. T. (2016). The influence of destination image and tourist satisfaction on tourist loyalty: a case study of Chinese tourists in Korea. International Journal of Culture, Tourism and Hospitality Research, 10(2), 223-234. https://doi.org/10.1108/IJCTHR-07-2015-0080
Chen, C. F., & Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions?. Tourism Management, 28(4), 1115-1122. https://doi.org/10.1016/j.tourman.2006.07.007
Cole, S. T., & Scott, D. (2004). Examining the mediating role of experience quality in a model of tourist experiences. Journal of Travel & Tourism Marketing, 16(1), 79-90. https://doi.org/10.1300/J073v16n01_08
Cronin Jr, J. J., & Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. Journal of Marketing, 56(3), 55-68. https://doi.org/10.1177/002224299205600304.
Ekinci, Y., Prokopaki, P., & Cobanoglu, C. (2003). Service quality in Cretan accommodations: marketing strategies for the UK holiday market. International Journal of Hospitality Management, 22(1), 47-66. https://doi.org/10.1016/S0278-4319(02)00072-5
Fakeye, P. C., & Crompton, J. L. (1991). Image differences between prospective, first-time, and repeat visitors to the Lower Rio Grande Valley. Journal of travel research, 30(2), 10-16. https://doi.org/10.1177/004728759103000202
Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 56(1), 6-21. https://doi.org/10.1177/002224299205600103
Fuchs, M., & Weiermair, K. (2003). New perspectives of satisfaction research in tourism destinations. Tourism Review, 58(3), 6-14. https://doi.org/10.1108/eb058411
Grobler, S., & Nicolaides, A. (2016). Sustainable Tourism Development for Clarens in the Free State Province of South Africa. African Journal of Hospitality, Tourism and Leisure, 5(2), 1-18. https://www.ajhtl.com/uploads/7/1/6/3/7163688/2016_article_24_vol_5_2_.pdf
Howat, G., Absher, J., Crilley, G., & Milne, I. (1996). Measuring customer service quality in sports and leisure centres. Managing leisure, 1(2), 77-89. https://doi.org/10.1080/136067196376456
Iordanova, E. (2017). Tourism destination image as an antecedent of destination loyalty: The case of Linz, Austria. European Journal of Tourism Research, 16, 214-232. https://doi.org/10.54055/ejtr.v16i.286
Canny, I., & Hidayat, N. (2012). The influence of service quality and tourist satisfaction on future behavioral intentions: The case study of Borobudur Temple as a UNESCO world culture heritage destination. International Proceedings of Economics Development & Research, 50(19), 89-97. https://doi.org/10.13140/RG.2.1.1321.3043
Kim, D., & Kim, S. Y. (1995). QUESC: An instrument for assessing the service quality of sports centers in Korea. Journal of Sport Management, 9(2), 208-220. https://doi.org/10.1123/jsm.9.2.208
Kotler, P. & Keller, K.L. (2009). Marketing management (13th end). New Jersey: Pearson Education Inc, Upper Saddle River: NJ.
Lee, S., Jeon, S., & Kim, D. (2011). The impact of tour quality and tourist satisfaction on tourist loyalty: The case of Chinese tourists in Korea. Tourism Management, 32(5), 1115-1124. https://doi.org/10.1016/j.tourman.2010.09.016
Muhammad, S. A., Nurul, A. M., Nurin, U., Nadiahtul, A. S., & Hassnah, W. (2020). Key success factors toward MICE industry: A systematic literature review. Journal of Tourism, Hospitality and Culinary Arts, 12(1), 188-221.
McDonald, M. A., Sutton, W. A. & Milne, G. R. (1995). TEAMQUAL: Measuring service quality in professional sports. Sports Marketing Quarterly, 4(2), 9-15
Oliver, R. L. (1999). Whence consumer loyalty?. Journal of Marketing, 63(4_suppl1), 33-44. https://doi.org/10.1177/00222429990634s105.
Oliver, R. (1997). Satisfaction: A Behavioral Perspective on the Consumer. New York: McGravy-Hi
Orel, F. D., & Kara, A. (2014). Supermarket self-checkout service quality, customer satisfaction, and loyalty: Empirical evidence from an emerging market. Journal of Retailing and Consumer Services, 21(2), 118-129. https://doi.org/10.1016/j.jretconser.2013.07.002
Parasuraman, A., Zeithaml, V.A. & Berry, L.L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perception of service quality. Journal of Retailing, 64(1), 12-40.
Rajaratnam, S. D., Munikrishnan, U. T., Sharif, S. P., & Nair, V. (2014). Service quality and previous experience as a moderator in determining tourists’ satisfaction with rural tourism destinations in Malaysia: A partial least squares approach. Procedia-Social and Behavioral Sciences, 144, 203-211. https://doi.org/10.1016/j.sbspro.2014.07.288
Ramseook-Munhurrun, P., Seebaluck, V. N., & Naidoo, P. (2015). Examining the structural relationships of destination image, perceived value, tourist satisfaction and loyalty: case of Mauritius. Procedia-Social and Behavioral Sciences, 175, 252-259. https://doi.org/10.1016/j.sbspro.2015.01.1198
Tổng cục Thống kê (2020). Du lịch năm 2020 lao đao vì Covid-19. Tổng cục thống kê. https://www.gso.gov.vn/du-lieu-va-so-lieu-thong-ke/2021/01/du-lich-nam-2020-lao-dao-vi-covid-19/
Wu, C. W. (2016). Destination loyalty modeling of the global tourism. Journal of Business Research, 69(6), 2213-2219. https://doi.org/10.1016/j.jbusres.2015.12.032
Yoon, Y., & Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: a structural model. Tourism Management, 26(1), 45-56. https://doi.org/10.1016/j.tourman.2003.08.016
Zhang, H., Fu, X., Cai, L. A., & Lu, L. (2014). Destination image and tourist loyalty: A meta-analysis. Tourism management, 40, 213-223. https://doi.org/10.1016/j.tourman.2013.06.006
Akroush, M. N., Jraisat, L. E., Kurdieh, D. J., AL-Faouri, R. N., & Qatu, L. T. (2016). Tourism service quality and destination loyalty–the mediating role of destination image from international tourists’ perspectives. Tourism Review, 71(1), 18-44. https://doi.org/10.1108/TR-11-2014-0057
Albacete-Saez, C.A., Fuentes-Fuentes, M.M., & Llorens-Montes, F.J. (2007). Service quality measurement in rural accommodation. Annals of Tourism Research, 34(1), 45 – 65. https://doi.org/10.1016/j.annals.2006.06.010
Almeida-Santana, A. & Moreno-Gil, S. (2018). Understanding tourism loyalty: Horizontal vs destination loyalty. Tourism Management, 65, 245 – 255. https://doi.org/10.1016/j.tourman.2017.10.011
Aunalal, Z. I., Kadir, A. R., Taba, M. I., & Hamid, N. (2017). The Influence of Service Quality Dimensions, Destination Image and Satisfaction to Tourist Loyalty in Maluku Province. Scientific Research Journal, 5(7), 71-89. https://www.scirj.org/papers-0617/scirj-P0617409.pdf
Altunel, M.C. & Erkurtb, B. (2015). Cultural tourism in Istanbul: The mediation effect of tourist experience and satisfaction on the relationship between involvement and recommendation intention. Journal of Destination Marketing & Management, 4(4), 213 – 221. https://doi.org/10.1016/j.jdmm.2015.06.003
Bach, T. (2022). Thời của du lịch MICE. Vneconomy. https://vneconomy.vn/thoi-cua-du-lich-mice.htm
Bang Nguyen Viet & Ho Hai Nguyen (2019). Factors Impact on Tourist Destination Loyalty: A Case Study in Ho Chi Minh City. African Journal of Hospitality, Tourism and Leisure, 8(3), 1-15. http//: www.ajhtl.com
Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57-71. https://doi.org/10.1177/002224299205600205
Chen, C. M., Lee, H. T., Chen, S. H., & Huang, T. H. (2011). Tourist behavioural intentions in relation to service quality and customer satisfaction in Kinmen National Park, Taiwan. International Journal of Tourism Research, 13(5), 416-432. https://doi.org/10.1002/jtr.810
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. https://doi.org/10.1016/j.tourman.2007.06.007
Chiu, W., Zeng, S., & Cheng, P. S. T. (2016). The influence of destination image and tourist satisfaction on tourist loyalty: a case study of Chinese tourists in Korea. International Journal of Culture, Tourism and Hospitality Research, 10(2), 223-234. https://doi.org/10.1108/IJCTHR-07-2015-0080
Chen, C. F., & Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions?. Tourism Management, 28(4), 1115-1122. https://doi.org/10.1016/j.tourman.2006.07.007
Cole, S. T., & Scott, D. (2004). Examining the mediating role of experience quality in a model of tourist experiences. Journal of Travel & Tourism Marketing, 16(1), 79-90. https://doi.org/10.1300/J073v16n01_08
Cronin Jr, J. J., & Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. Journal of Marketing, 56(3), 55-68. https://doi.org/10.1177/002224299205600304.
Ekinci, Y., Prokopaki, P., & Cobanoglu, C. (2003). Service quality in Cretan accommodations: marketing strategies for the UK holiday market. International Journal of Hospitality Management, 22(1), 47-66. https://doi.org/10.1016/S0278-4319(02)00072-5
Fakeye, P. C., & Crompton, J. L. (1991). Image differences between prospective, first-time, and repeat visitors to the Lower Rio Grande Valley. Journal of travel research, 30(2), 10-16. https://doi.org/10.1177/004728759103000202
Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 56(1), 6-21. https://doi.org/10.1177/002224299205600103
Fuchs, M., & Weiermair, K. (2003). New perspectives of satisfaction research in tourism destinations. Tourism Review, 58(3), 6-14. https://doi.org/10.1108/eb058411
Grobler, S., & Nicolaides, A. (2016). Sustainable Tourism Development for Clarens in the Free State Province of South Africa. African Journal of Hospitality, Tourism and Leisure, 5(2), 1-18. https://www.ajhtl.com/uploads/7/1/6/3/7163688/2016_article_24_vol_5_2_.pdf
Howat, G., Absher, J., Crilley, G., & Milne, I. (1996). Measuring customer service quality in sports and leisure centres. Managing leisure, 1(2), 77-89. https://doi.org/10.1080/136067196376456
Iordanova, E. (2017). Tourism destination image as an antecedent of destination loyalty: The case of Linz, Austria. European Journal of Tourism Research, 16, 214-232. https://doi.org/10.54055/ejtr.v16i.286
Canny, I., & Hidayat, N. (2012). The influence of service quality and tourist satisfaction on future behavioral intentions: The case study of Borobudur Temple as a UNESCO world culture heritage destination. International Proceedings of Economics Development & Research, 50(19), 89-97. https://doi.org/10.13140/RG.2.1.1321.3043
Kim, D., & Kim, S. Y. (1995). QUESC: An instrument for assessing the service quality of sports centers in Korea. Journal of Sport Management, 9(2), 208-220. https://doi.org/10.1123/jsm.9.2.208
Kotler, P. & Keller, K.L. (2009). Marketing management (13th end). New Jersey: Pearson Education Inc, Upper Saddle River: NJ.
Lee, S., Jeon, S., & Kim, D. (2011). The impact of tour quality and tourist satisfaction on tourist loyalty: The case of Chinese tourists in Korea. Tourism Management, 32(5), 1115-1124. https://doi.org/10.1016/j.tourman.2010.09.016
Muhammad, S. A., Nurul, A. M., Nurin, U., Nadiahtul, A. S., & Hassnah, W. (2020). Key success factors toward MICE industry: A systematic literature review. Journal of Tourism, Hospitality and Culinary Arts, 12(1), 188-221.
McDonald, M. A., Sutton, W. A. & Milne, G. R. (1995). TEAMQUAL: Measuring service quality in professional sports. Sports Marketing Quarterly, 4(2), 9-15
Oliver, R. L. (1999). Whence consumer loyalty?. Journal of Marketing, 63(4_suppl1), 33-44. https://doi.org/10.1177/00222429990634s105.
Oliver, R. (1997). Satisfaction: A Behavioral Perspective on the Consumer. New York: McGravy-Hi
Orel, F. D., & Kara, A. (2014). Supermarket self-checkout service quality, customer satisfaction, and loyalty: Empirical evidence from an emerging market. Journal of Retailing and Consumer Services, 21(2), 118-129. https://doi.org/10.1016/j.jretconser.2013.07.002
Parasuraman, A., Zeithaml, V.A. & Berry, L.L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perception of service quality. Journal of Retailing, 64(1), 12-40.
Rajaratnam, S. D., Munikrishnan, U. T., Sharif, S. P., & Nair, V. (2014). Service quality and previous experience as a moderator in determining tourists’ satisfaction with rural tourism destinations in Malaysia: A partial least squares approach. Procedia-Social and Behavioral Sciences, 144, 203-211. https://doi.org/10.1016/j.sbspro.2014.07.288
Ramseook-Munhurrun, P., Seebaluck, V. N., & Naidoo, P. (2015). Examining the structural relationships of destination image, perceived value, tourist satisfaction and loyalty: case of Mauritius. Procedia-Social and Behavioral Sciences, 175, 252-259. https://doi.org/10.1016/j.sbspro.2015.01.1198
Tổng cục Thống kê (2020). Du lịch năm 2020 lao đao vì Covid-19. Tổng cục thống kê. https://www.gso.gov.vn/du-lieu-va-so-lieu-thong-ke/2021/01/du-lich-nam-2020-lao-dao-vi-covid-19/
Wu, C. W. (2016). Destination loyalty modeling of the global tourism. Journal of Business Research, 69(6), 2213-2219. https://doi.org/10.1016/j.jbusres.2015.12.032
Yoon, Y., & Uysal, M. (2005). An examination of the effects of motivation and satisfaction on destination loyalty: a structural model. Tourism Management, 26(1), 45-56. https://doi.org/10.1016/j.tourman.2003.08.016
Zhang, H., Fu, X., Cai, L. A., & Lu, L. (2014). Destination image and tourist loyalty: A meta-analysis. Tourism management, 40, 213-223. https://doi.org/10.1016/j.tourman.2013.06.006
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