The impact of destination image on the intention to return to Binh Thuan province among domestic tourists

Abstract

This study explores the component factors of destination image and the extent to which these factors influence the intention to return to Binh Thuan province among domestic tourists. Based on a research model derived from previous studies, combined with primary data collected from 363 valid responses, the results of linear regression analysis indicate that tourism infrastructure, natural environment, social environment, recreational activities, and accessibility all positively affect the intention to return to Binh Thuan province among domestic tourists. Among these factors, recreational activities have the most significant impact, while tourism infrastructure has the least influence on the intention to return to Binh Thuan province among domestic tourists. Based on the research findings, the author has proposed several managerial implications to enhance the intention of domestic tourists to return to Binh Thuan province.