| Abstract: |
This research examines the affect of destination image factors on revisit
intention of domestic tourists at Ba Ria Vung-Tau (BRVT), by questioning
directly 510 domestic tourists. The convenient sampling method is used in
dividing the crowds into four groups; the four main surveyed areas in BRVT
are: Vung Tau, Long Hai-Phuoc Hai, Xuyen Moc and Con Dao. A combination of
qualitative and quantitative methodologies were utilized. A focus group of 10
domestic tourists was set up to review and explore the various factors as well
as the conceptual model. An in-depth interview with 12 participants was
developed to fine-tune measurement items. The questionnaire applied a 5-point
Likert scale. Checking the reliability by Cronbach’s Alpha, exploratory factor
analyzing and linear multiple regression were used with the SPSS program. The
results show that there are eight main destination image factors affecting
domestic tourists revisit intention to BRVT using linear regression and
arranged by decreasing importance: Infrastructure, Variety Seeking,
Accessibility, Local food, Atmosphere, Environment, Price Value, Leisure and
Entertainment. From that, the research offers some suggestions and policy
recommendations for the tourism business and provincial policy-makers to
identify the main issues and develop better customer services to increase
domestic tourists’ revisit intention. |