Destination Revisit Intention: The effects of Satisfaction, Overall Destination Image, Frequency of Past behavior and Switching cost

Abstract

Repeat visitor is one of the main target market to a sustainable tourist destination because of the economically benefits. The survey was randomly distributed to 101 tourists who are the repeat visitors during around a month of Febuary 2016 at Danang International Airport in Vietnam because the target respondents are the tourists who finished their trips in Vietnam and are getting ready to leave. The results of SPSS & AMOS analysis showed that tourist satisfaction, overall destination image and frequency of past behavior were identified as the contributing factors in intention; but the low switching cost may not result in higher intention to revisit. In summary, wholly achieving the present-study objectives, the findings successfully verified that the variables in the proposed conceptual framework were major reasons for international tourists’ engagement in revisiting Vietnam