ẢNH HƯỞNG CỦA HÌNH ẢNH ĐIỂM ĐẾN TỚI Ý ĐỊNH QUAY LẠI DU LỊCH CỦA KHÁCH DU LỊCH NỘI ĐỊA: TRƯỜNG HỢP NGHIÊN CỨU TẠI HUYỆN TRI TÔN, TỈNH AN GIANG

Abstract

The research aims to analyze the influence of destination image on domestic tourists’ intention to revisit Tri Ton district, An Giang province; and thence proposing of some policy implications to promote revisit intention of domestic tourists in the coming time at Tri Ton district. The research was conducted by combining qualitative and quantitative research methods, conducting a survey of 448 domestic tourists who had travel experiences in Tri Ton district, An Giang province, using the convenient sampling method. Analysis results show that: “cognitive image” has a direct and indirect influence on domestic tourists' intention to revisit Tri Ton district, An Giang province; “affective image” and “tangible image” have an indirect influence on domestic tourists' intention to revisit Tri Ton district, An Giang province through their satisfaction with the tourism destination. Based on the research results, a number of policy implications are proposed, including: enhancing the “cognitive image”, “affective image” and “tangible image” of tourism destinations in Tri Ton district in the minds of domestic tourists.