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Factors affecting Chinese tourist’s loyalty towards Ho Chi Minh City - A mediation analysis of tourists’ perceived value

Author

Listed:
  • Mai Ngoc Khuong

    (International University, Vietnam National University HCMC, Vietnam)

  • Nguyen Tran Nguyen Khai

    (International University, Vietnam National University HCMC, Vietnam)

  • Do Ai Dao

    (International University, Vietnam National University HCMC, Vietnam)

Abstract

The purpose of this research was to examine empirically the causal relationships among push factors, pull factors, risk perception, tourists’ perceived value and loyalty of Chinese tourists travelling to Ho Chi Minh City. A survey was conducted investigating 470 Chinese tourists to collect the primary data. As a result, Chinese tourists’ loyalty towards Ho Chi Minh City could be predicted by some of their push motivation, pull motivation and their perceived value about the trip or tourists’ services received. Consequently, business organizations and tourism companies should consider the crucial roles of push and pull factors to attract more potential repeated visitors and increase their perceived value and loyal to Vietnam, especially to Ho Chi Minh City in the near future.

Suggested Citation

  • Mai Ngoc Khuong & Nguyen Tran Nguyen Khai & Do Ai Dao, 2016. "Factors affecting Chinese tourist’s loyalty towards Ho Chi Minh City - A mediation analysis of tourists’ perceived value," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, vol. 6(2), pages 23-34.
    • Handle: RePEc:bjw:econen:v:6:y:2016:i:2:p:23-34
    DOI: 10.46223/HCMCOUJS.econ.en.6.2.119.2016
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