Ý định quay trở lại của du khách quốc tế sau khi đến Việt Nam: Vai trò của nguồn lực điểm đến và giá trị cảm nhận
DOI:
https://doi.org/10.24311/jabes/2019.30.7.1159Tóm tắt
Nghiên cứu được thực hiện để khám phá các thành phần của nguồn lực điểm đến (hữu hình, vô hình, và xã hội) tác động đến ý định quay trở lại của khách quốc tế thông qua vai trò trung gian của các giá trị cảm nhận. Nghiên cứu được thực hiện tại Việt Nam. Phương pháp tiếp cận PLS-SEM (Partial Least Squares – Structural Equation Modeling) được dùng để kiểm định mô hình nghiên cứu với dữ liệu khảo sát được thu thập từ 448 khách du lịch quốc tế đến Việt Nam. Kết quả nghiên cứu cho thấy nguồn lực điểm đến hữu hình, vô hình, và xã hội đều có tác động làm tăng giá trị chức năng và giá trị cảm xúc. Hơn nữa, giá trị chức năng có tác động lớn hơn đến ý định quay trở lại của du khách so với giá trị cảm xúc. Các kết quả từ nghiên cứu này là cơ sở để đưa ra hàm ý chính sách cho các tổ chức quản lý điểm đến du lịch cũng như các gợi ý quản trị cho các doanh nghiệp kinh doanh trong lĩnh vực du lịch.
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