| Abstract: |
This article examines the impacts of smart tourism applications, destination
imagery, and tourist satisfaction on the likelihood of tourists returning to
Nha Trang. The authors implemented a mixed methods research approach, which
included expert interviews, focus group discussions, and Confirmatory Factor
Analysis within Structural Equation Modeling (CB – SEM). The study results
reveal that smart tourism applications directly and positively influence their
perception of the destination image. This enhanced destination image
significantly boosts tourist satisfaction and positively correlates with their
intention to revisit. From these findings, the authors suggest several
managerial strategies: (1) to augment the visibility and development of smart
tourism applications to boost Nha Trang’s tourism; (2) to enhance tourist
satisfaction by crafting an impressive and memorable image of the destination
through the effective preservation and utilization of the region’s natural
assets and cultural heritage. Additionally, it is imperative for government
authorities to rigorously manage the pricing of tourism services to maintain
quality and deliver value to tourism. |