Factors influencing tourists' intention to revisit Hanoi City, Vietnam

This study aims to identify and evaluate the factors influencing tourists' intention to return to Hanoi and to propose management implications for local authorities and tourism businesses. These findings will help develop appropriate policies and strategies to enhance tourism quality and contribute to Hanoi's economic development. The destination is considered a brand that helps build and maintain the image of a unique place, enhance competitive position, and attract tourists to travel. Vietnam has a lot of tourism potential with rich and diverse landscapes, along with historical and cultural relics. However, during the past time, the number of tourists returning to Hanoi is still limited, not commensurate with the potential and strengths of Hanoi. Therefore, the author studies "Factors influencing tourists' intention to revisit Hanoi City, Vietnam." The research is based on a sample of 269 tourists who have experienced products and services at tourist destinations in Hanoi, meeting the study's requirements. Data analysis was conducted using SPSS 23.0 software, employing Cronbach's Alpha reliability testing, exploratory factor analysis (EFA), and linear regression. The results identify six key factors influencing tourists' intention to revisit Hanoi: (1) Natural environment; (2) Destination image; (3) Local cuisine; (4) Reasonable pricing of products and services; (5) Infrastructure; and (6) Safety and security. Based on these findings, the study offers management implications to assist tourism stakeholders in fostering sustainable tourism development in Hanoi.