FACTOR AFFECTING TOURISTS’ RETURN INTENTION. A CASE OF BINH QUOI VILLAGE IN HO CHI MINH CITY

Abstract

The aim of this study is to identify factors affecting  intention to return to Binh Quoi Village, a tourist destination in Ho Chi Minh City. The selected sample size is 300 domestic tourists who have been traveling to Binh Quoi. Qualitative and quantitative research methods with group discussion, Cronbach's Alpha test, exploratory factor analysis and multivariate linear regression were used in this study. Research results show that there are six factors (natural and cultural environment; reasonable price; infrastructure; accessibility to tourism products and services; local cuisine; entertainment services) that affect the tourists’ intention to return to Binh Quoi. Based on the research results, the article proposes managerial implications to improve the ability to attract domestic tourists back to Binh Quoi in the future.