Factors impact on tourist destination loyalty: a case study in Ho Chi Minh City

Abstract

The purpose of this paper is to define and measure key factors regarding to tourist destination loyalty in Ho Chi Minh city (Viet Nam).This study has used qualitative and quantitative research approaches: (i) qualitative research was carried out through focus group discussions with 10 tourists, and (ii) quantitative research was conducted through direct interviews with 305 tourist in Ho Chi Minh city (Vietnam). The results show that: (i) tourist destination loyalty is affected by service quality, destination image, tourist satisfaction; and (ii) tourist satisfaction is affected by service quality and a destination's image. However, the research has certain limitations: (i) Due to limited resources in conducting research, the sample size consisted of 305 tourist, (ii) This study conducted a sampling technique method of using direct interview methods from tourists in Ho Chi Minh city, Viet Nam, but the sample may not have been representative enough. © 2019 AJHTL.