Tạp chí đã xuất bản
2004
ISSN
ISSN 2615-9813
ISSN (số cũ) 1859-3682

Số 223 | Tháng 10/2024

Những yếu tố ảnh hưởng đến lòng trung thành của khách du lịch nội địa đến Thành phố Hồ Chí Minh: Vai trò trung gian của sự hài lòng

Đặng Trương Thanh Nhàn*, Phạm Đỗ Tường Vy, Nguyễn Thị Anh Thy, Hồ Thị Ngọc Tuyền

Tóm tắt:

Cảm nhận giá cả và sự hài lòng (SHL) đóng vai trò quan trọng trong việc gia tăng lòng trung thành (LTT) của khách hàng. Tuy nhiên, vẫn chưa có nhiều các công trình nghiên cứu tập trung vào vai trò của cảm nhận giá cả và SHL trong việc gia tăng LTT của du khách nội địa đến Thành phố Hồ Chí Minh (TP. HCM). Thông qua kết quả khảo sát từ 343 cá nhân là các du khách nội địa du lịch trên địa bàn TP. HCM, nghiên cứu này đã áp dụng các lý thuyết nền tảng, các kết quả nghiên cứu đi trước nhằm phân tích và đánh giá vai trò của cảm nhận giá cả và SHL trong việc thúc đẩy gia tăng LTT của du khách. Nghiên cứu thực hiện kết hợp các phép phân tích cơ bản trong nghiên cứu định lượng như thống kê, đánh giá độ tin cậy Cronbach’s Alpha, phân tích nhân tố EFA, mô hình đo lường và mô hình cấu trúc tuyến tính PLS-SEM từ các phần mềm SPSS 22 và SMART PLS 3. Kết quả nghiên cứu cho thấy Cảm nhận giá cả (PP) và SHL (SA) tác động cùng chiều đến LTT (LO) của du khách nội địa trên địa bàn TP. HCM. Bên cạnh đó, Giá trị nhận được (PV) tác động cùng chiều đến SHL (SA) và LTT (LO) của du khách nội địa đến với TP. HCM. Đồng thời, SHL (SA) đóng vai trò trung gian trong sự tác động của Giá trị nhận được (PV) đến LTT (LO) của du khách nội địa đến với TP. HCM. Kết quả có thể được ứng dụng trong việc phát triển hệ thống lý thuyết về chủ đề này cũng như trong thực tiễn bối cảnh du lịch tại Việt Nam.

 

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Factors Affecting the Loyalty of Domestic Tourists to Ho Chi Minh City: The Mediating Role of Satisfaction

Abstract:

Price perception and satisfaction play an important role in increasing customer loyalty. However, there is still a limitation in research focusing on the role of price perception and satisfaction in increasing the loyalty of domestic tourists to Ho Chi Minh City. Based on this urgency, through survey results from 343 individuals who are domestic tourists in Ho Chi Minh City, this study applied foundational theories and previous research results to analyze and evaluate the role of price perception and satisfaction in promoting the increase in tourist loyalty. Basic quantitative research analyses such as statistics, Cronbach’s alpha reliability assessment, EFA factor analysis, measurement models, and PLS-SEM structural equation modelling were combined using SPSS and SMART PLS software. The research results show that Price Perception (PP) and Satisfaction (SA) positively impact the Loyalty (LO) of domestic tourists in Ho Chi Minh City. Furthermore, Perceived Value (PV) has a positive effect on the Satisfaction (SA) and Loyalty (LO) of domestic tourists to Ho Chi Minh City. Satisfaction (SA) additionally acts as a mediator in the impact of Perceived Value (PV) on the Loyalty (LO) of domestic tourists to Ho Chi Minh City. The results can be applied to develop a theoretical framework on this topic and in the practical context of tourism in Vietnam.

DOI: https://doi.org/10.63065/ajeb.vn.2024.223.104616.

Liên hệ
  • Cơ quan chủ quản: Trường Đại học Ngân hàng Thành phố Hồ Chí Minh

    Cơ quan xuất bản: Tạp chí Kinh tế và Ngân hàng châu Á

  • Địa chỉ Tòa soạn: 36 Tôn Thất Đạm, Phường Nguyễn Thái Bình, Quận 1, TP.HCM, Việt Nam
  • Điện thoại: 028.38210238|Email: ajeb.vn@hub.edu.vn
  • Giấy phép trang thông tin điện tử: Số 201/GP-TTĐT do Cục Phát thanh, Truyền hình và Thông tin điện tử cấp ngày 11/11/2016
  • Giấy phép Hoạt động Tạp chí in: 388/GP-BTTTT ngày 02/11/2018 in tại Công ty TNHH Một Thành viên In Kinh tế
  • Tổng Biên tập: ..........................................................
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