Ảnh hưởng của giá trị cảm nhận lên sự hài lòng và ý định quay lại của du khách: Trường hợp nghiên cứu tại chợ đêm Đà Lạt
Nội dung chính của bài viết
Tóm tắt
Nghiên cứu này nhằm xem xét sự ảnh hưởng của các yếu tố thuộc giá trị cảm nhận đến sự hài lòng và ý định quay lại trong tương lai của khách du lịch. Thông qua việc khảo sát 192 du khách và sử dụng mô hình cấu trúc tuyến tính nhằm kiểm định các giả thuyết, kết quả nghiên cứu cho thấy, đối với các điểm tham quan mua sắm, giá trị chất lượng và giá trị cảm xúc được du khách ưu tiên hàng đầu, có tác động mạnh mẽ lên cả sự hài lòng và ý định hành vi, trong đó giá trị chất lượng có sự tác động mạnh mẽ nhất thay vì giá trị cảm xúc như những nghiên cứu trước đây trong lĩnh vực du lịch. Đồng thời, giá trị chất lượng và giá trị cảm xúc ảnh hưởng đến ý định quay lại mạnh hơn so với sự hài lòng. Các phát hiện của nghiên cứu này khẳng định mối quan hệ giữa giá trị cảm nhận, sự hài lòng và ý định quay lại đối với lĩnh vự tham quan mua sắm, đồng thời làm cơ sở quan trọng giúp cho các cơ quan quản lý du lịch và các tổ chức, cá nhân đang kinh doanh tại khu vực này đưa ra các giải pháp kinh doanh hiệu quả.
Chi tiết bài viết
Từ khóa
Giá trị cảm nhận, Sự hài lòng, Ý định hành vi
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