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The Influence of Tourists’ Experience on Destination Loyalty: A Case Study of Hue City, Vietnam

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  • Vo Viet Hung

    (Department of Business Administration, Faculty of Management and Economics, Tomas Bata University in Zlín, 76001 Zlín, Czech Republic
    Faculty of Economics and Development, Hue College of Economics, Hue University, Hue City 530000, Vietnam)

  • Sandeep Kumar Dey

    (Department of Business Administration, Faculty of Management and Economics, Tomas Bata University in Zlín, 76001 Zlín, Czech Republic)

  • Zuzana Vaculcikova

    (Department of Business Administration, Faculty of Management and Economics, Tomas Bata University in Zlín, 76001 Zlín, Czech Republic)

  • Le Trieu Hoang Anh

    (Department of Marketing Communications, Faculty of Multimedia Communications, Tomas Bata University in Zlín, 76001 Zlín, Czech Republic)

Abstract

This research focuses on the impact of the tourist experience on the relationship among destination image, tourist motivation, and tourist satisfaction on destination loyalty by examining the theoretical and empirical evidence on the causal relationship between constructs. A research model was proposed, in which nine hypotheses were developed, and the empirical data were collected from Hue city, which is a major tourist destination in Vietnam. A total of 204 questionnaires were returned, and the data were analyzed using PLS-SEM. The moderating effect of the tourist experience on the impact of the destination image, tourist motivation, and tourist satisfaction on destination loyalty is analyzed in this article. The proposed conceptual model was tested, and the results reveal a significant relationship between the two constructs to destination loyalty (destination image and tourist satisfaction). Furthermore, the findings support the proposed destination loyalty model: destination image, tourist satisfaction directly influenced destination loyalty, and tourist experience play an important role as a moderator in the relationship between tourist motivation and tourist loyalty.

Suggested Citation

  • Vo Viet Hung & Sandeep Kumar Dey & Zuzana Vaculcikova & Le Trieu Hoang Anh, 2021. "The Influence of Tourists’ Experience on Destination Loyalty: A Case Study of Hue City, Vietnam," Sustainability, MDPI, vol. 13(16), pages 1-16, August.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:16:p:8889-:d:610955
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    References listed on IDEAS

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