FACTORS AFFECTING TOURIST’S LOYALTY AND ELECTRONIC WORD OF MOUTH TOWARD HO CHI MINH CITY DESTINATION

Abstract

The purpose of this paper is to explore and examine the effects of destination image on loyalty and electronic word-of-mouth (eWOM) behavior. A research model was proposed in which three hypotheses were developed. Data collection was conducted using convenience sampling method. The on-site survey was carried out with 345 tourists (Vietnamese and foreign tourists) at the popular tourist sites in Ho Chi Minh City. These findings from regression analyses supported the proposed model: (1) destination image (including: infrastructure, entertainment and events, and sightseeing) is positively related to eWOM; (2) destination image (including: entertainment and events, and sightseeing) is positively related to tourist loyalty. The new contribution of this research is destination image drives electronic word-of-mouth behavior that means electronic word-of-mouth is considered as a dependent factor. The theoretical implications were drawn based on the study findings, and recommendations for future researchers were made. Moreover, it provides insightful implications for the Vietnamese Tourism Organization and tourism operators.

Keywords: Destination image, loyalty, eWOM, Ho Chi Minh City destination, tourists.