The influence of destination image components on tourist satisfaction and loyalty: a case study in Côn Dao Islands, Vietnam

Abstract

The purpose of this paper was to explore the influence of destination image components on tourist satisfaction and tourist loyalty in Côn Dao islands. This study used a qualitative and quantitative research methodology. Qualitative research carried out through focus group discussions with 10 tourists, and quantitative research was conducted through direct interviews with 315 tourists in Côn Dao islands. The results show that tourist destination loyalty is affected by tourist satisfaction, destination attractions, destination accommodation and food service, destination local transportation, destination hospitality; Furthermore, tourist satisfaction is affected by destination attractions, destination accommodation and food service, destination local transportation, destination hospitality. However, the research study has certain limitations: (i) due to limited resources in conducting research, the sample size consisted of 315 tourists in the peak season, (ii) This study conducted the sampling technique of using direct interview methods with tourists. © 2019 AJHTL.