Du lịch ở Đồng bằng Sông Cửu Long: Phương thức truyền miệng và ý định thay đổi nơi đến
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Mục tiêu của nghiên cứu này là đánh giá một khung lý thuyết dựa vào mối liên hệ giả thuyết giữa 4 yếu tố: hình ảnh nơi đến, phản hồi tích cực từ khách du lịch, truyền miệng và ý định thay đổi nơi đến. Dữ liệu thu thập được từ một cuộc khảo sát đối với 450 khách du lịch trong và ngoài nước, đã lưu trú ít nhất 3 ngày tại khu vực Đồng bằng sông Cửu Long, Việt Nam. Mô hình phương trình cấu trúc-bình phương nhỏ nhất từng phần (PLS-SEM) và phân tích Bootstrap đã được dùng để kiểm tra độ tin cậy của khung lý thuyết. Các kết quả nghiên cứu cho thấy rằng hình ảnh và nhận định về địa điểm du lịch là tác nhân tích cực đến sự hài lòng của du khách. Phản hồi tốt và việc chia sẻ thông tin qua phương thức truyền miệng được xem là trung gian trong mối tương quan giữa hình ảnh nơi đến và dự định thay đổi điểm đến. Những kết quả này đã làm rõ hơn về sự tương tác và tác động của các yếu tố này đến định hướng của du khách về việc có quay trở lại điểm du lịch đó hay không.
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