• ISSN: 2010-023X
    • Frequency: Bimonthly
    • DOI: 10.18178/IJTEF
    • Editor-in-Chief: Prof.Tung-Zong (Donald) Chang
    • Executive Editor: Ms. Cherry L. Chen
    • Abstracting/ Indexing: Engineering & Technology Digital Library, ProQuest, Crossref, Electronic Journals Library , EBSCO, and Ulrich's Periodicals Directory
    • E-mail: ijtef@ejournal.net
IJTEF 2017 Vol.8(5): 217-224 ISSN: 2010-023X
DOI: 10.18178/ijtef.2017.8.5.568

The Effects of Destination Image, Perceived Value, and Service Quality on Tourist Satisfaction and Word-of-Mouth — A Study in Ho Chi Minh City, Vietnam

Mai Ngoc Khuong and Nguyen Thanh Phuong
Abstract—In recent years, the number of international tourists who revisit Vietnam is relatively low, at 32.98% [1]. Therefore, being considered as an effective way to attract new visitors, tourist’s word-of-mouth was the main concern of the current research. This study attempted to examine the effects of destination image, perceived value and perceived service quality, which were believed to have direct relationships with individuals’ perception, on tourist destination satisfaction and WOM behaviour, in order to further suggest recommendations for tourism industry. Quantitative approach was mainly applied, using a questionnaire which was directly delivered to 1,673 foreign tourists in Ho Chi Minh City (HCMC), Vietnam. The results showed that destination image, perceived value, and perceived service quality were significantly correlated and had both directly and indirectly effects on WOM through the mediation of destination satisfaction. Suggestions were given to develop a favourable image of HCMC, improve service quality and increase tourists’ perception of value received in accordance to perceived price/cost, which in turn, would enhance their satisfaction and motivate WOM activities.

Index Terms—Destination image, perceived value, service quality, tourist Word-of-Mouth, tourist destination satisfaction.

Mai Ngoc Khuong and Nguyen Thanh Phuong are with the School of Business, International University – VNU-HCM, Vietnam (e-mail: mnkhuong@hcmiu.edu.vn, phuong.ng1903@gmail.com).

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Cite: Mai Ngoc Khuong and Nguyen Thanh Phuong, "The Effects of Destination Image, Perceived Value, and Service Quality on Tourist Satisfaction and Word-of-Mouth — A Study in Ho Chi Minh City, Vietnam," International Journal of Trade, Economics and Finance vol.8, no.5, pp. 217-224, 2017.

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