The Effect of Destination Image and Perceived Value on the Loyalty of International Tourists to Cultural Heritage Tourism in Hanoi

Vinh Nguyen; Manh Hien Luc; Duc Thanh Tran

doi:10.47654/v27y2023i1p87-114

Authors

Nguyen Quang Vinh University of Labour Social Affairs Author
Luc Manh Hien University of Labour and Social Affairs Corresponding Author
Tran Duc Thanh Phenikaa University Author

DOI:

https://doi.org/10.47654/v27y2023i1p87-114

Keywords:

Cultural Heritage Tourism, Destination Image, Hanoi, Perceived Value, Tourist Loyalty, Tourist Satisfaction

Abstract

Purpose - Vietnam is a well-known country with many world cultural heritage. However, the exploitation of cultural heritage in tourism in academic research and practice activities in Vietnam is still limited. To bridge the gap in the literature, this study constructed the model to evaluate the relationship between expectation, perceived value, satisfaction, and loyalty of international tourists toward cultural heritage tourism in Hanoi.

Design/Methodology - Using the PLS-SEM method, the research tested eight hypotheses based on the survey conducted on 388 international tourists at the famous cultural heritage site of Hanoi, the Imperial Citadel of Thang Long.

Findings - The results indicate that all eight hypotheses are supported. Research results show that destination image strongly impacts perceived value, and both destination image and perceived value directly influence visitor satisfaction and loyalty. Satisfaction also has a direct relationship with tourist loyalty. The indirect relationships between the destination image and perceived value with tourist loyalty are indicated. Its results confirmed the role of mediators of satisfaction, contributing to academic theory.

Originality/value - This study provides recommendations for tourism managers and marketers in improving the image of the destination and increasing satisfaction as well as improving the visitors’ return rate. In addition, this study makes a significant contribution to the literature because it demonstrated an indirect relationship between destination image and loyalty through satisfaction. Its results confirmed the role of mediators of satisfaction, contributing to academic theory.

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