Mối quan hệ giữa cảm xúc với điểm đến và chất lượng quan hệ trong kinh doanh du lịch: Trường hợp du khách nội địa ở TP. Hồ Chí Minh
DOI:
https://doi.org/10.24311/jabes/2017.28.12.807Keywords:
Emotional responses toward destination, Relationship quality, Travel agency, Domestic tourist, Ho Chi Minh CityAbstract
Emotional responses toward destination and relationship quality have important roles in enhancing tourists’ experiences. However, the relationship between these two variables is rarely examined and tested, generating a gap in understanding how to build a strong relationship with tourists. This study aims at filling the gap by proposing and testing the causal relationships between components of emotional responses toward destination (joy, love, positive surprise) and relationship quality (satisfaction, trust, commitment). By employing partial least squares structural equation modelling (PLS-SEM) with SmartPLS software for a sample of 460 domestic tourists in Ho Chi Minh City, the results reveal that joy has the strongest positive effects on both tourist satisfaction and trust, followed by love and finally positive surprise. In addition, tourist satisfaction will lead to their trust and ultimately their commitment to continuously support and repurchase from the travel agency.
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