Vai trò của chất lượng trải nghiệm trong mối quan hệ động cơ du lịch và ý định trở lại điểm đến của khách du lịch nội địa tại vùng duyên hải phía Đông đồng bằng sông Cửu Long
Ngày xuất bản:
25/06/2026
Ngày xuất bản Online:
25/06/2026
Chuyên mục:
Quản trị kinh doanh, Marketing, Thương mại, Du lịch
Nội dung chính của bài viết
Tóm tắt
Ý định quay lại điểm đến được xem là một yếu tố chính trong nghiên cứu hành vi du khách và quản trị điểm đến du lịch. Trong các yếu tố ảnh hưởng đến ý định quay lại điểm đến của du khách, thuộc tính điểm đến được xem là một trong những yếu tố quan trọng. Mục tiêu của nghiên cứu này nhằm kiểm định mối quan hệ giữa các yếu tố động cơ du lịch, chất lượng trải nghiệm và ý định quay lại điểm đến của du khách. Nghiên cứu khảo sát 600 du khách nội địa du lịch tại vùng duyên hải phía Đông vùng đồng bằng sông Cửu Long (ĐBSCL) bao gồm bốn tỉnh Tiền Giang, Bến Tre, Vĩnh Long và Trà Vinh (nay là tỉnh Vĩnh Long và một phần tỉnh Đồng Tháp). Việc khảo sát được tiến hành thông qua bảng câu hỏi có cấu trúc. Mô hình SEM được sử dụng để đánh giá các mối quan hệ giữa các nhân tố trong mô hình nghiên cứu. Kết quả nghiên cứu cho thấy động cơ du lịch kéo, gồm khả năng tiếp cận, chất lượng dịch vụ, văn hóa và điểm tham quan đa dạng, cùng với chất lượng trải nghiệm đều tác động tích cực đến ý định quay lại điểm đến của du khách, trong khi đó chất lượng trải nghiệm đóng vai trò trung gian giữa động cơ du lịch kéo và ý định quay lại của du khách. Nghiên cứu này đánh giá một cách toàn diện tác động của các thuộc tính điểm đến vùng duyên hải phía Đông vùng ĐBSCL đến chất lượng trải nghiệm và ý định quay lại điểm đến của du khách. Từ kết quả nghiên cứu, nhóm nghiên cứu đề xuất các giải pháp nhằm nâng cao sức hấp dẫn của điểm đến và chất lượng trải nghiệm du khách.
Abstract
Revisit intention is considered a key construct in studies of tourist behavior and destination management. Among the factors influencing tourists' revisit intention, destination attributes are regarded as one of the most important determinants. This study aims to examine the relationships among travel motivation, experience quality, and tourists' revisit intention. Data were collected from a survey of 600 domestic tourists visiting the Eastern Coastal sub-region of the Mekong Delta, including the provinces of Tien Giang, Ben Tre, Vinh Long, and Tra Vinh (currently reorganized into Vinh Long Province and part of Dong Thap Province). A structured questionnaire was employed for data collection, and Structural Equation Modeling (SEM) was used to examine the relationships among the constructs in the proposed research model. The findings reveal that pull travel motivations, including accessibility, service quality, culture, and diverse tourist attractions, together with experience quality, have significant positive effects on tourists' revisit intention. Moreover, experience quality plays a mediating role in the relationship between pull travel motivations and tourists' revisit intention. This study provides a comprehensive assessment of the effects of destination attributes in the Eastern Coastal sub-region of the Mekong Delta on experience quality and tourists' revisit intention. Based on the findings, several managerial implications are proposed to enhance destination attractiveness and improve tourists' experience quality.
Từ khóa
Chất lượng trải nghiệm; Du lịch; Động cơ du lịch; Ý định trở lại
Chi tiết bài viết
Lĩnh vực kinh tế (JEL Codes)
F42 - International Policy Coordination and Transmission - Macroeconomic Aspects of International Trade and Finance
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Chen, C.-F., & Chen, F.-S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Management, 31(1), 29-35. https://doi.org/10.1016/j.tourman.2009.02.008
Chen, G., So, K. K. F., Hu, X. & Poomchaisuwan, M. (2021). Travel for Affection: A stimulus-organism-response model of honeymoon tourism experiences. Journal of Hospitality & Tourism Research, 46(6), 1187–1219. https://doi.org/10.1177/10963480211011720
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Crompton, J. L. (1979). Motivations for pleasure vacation. Annals of Tourism Research, 6(4), 408-424. https://doi.org/10.1016/0160-7383(79)90004-5
Dann, G. M. S. (1977). Anomie, ego-enhancement and tourism. Annals of Tourism Research, 4(4), 184-194. https://doi.org/10.1016/0160-7383(77)90037-8
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Gerbing, D. W., & Anderson, J. C. (1988). An updated paradigm for scale development incorporating unidimensionality and its assessment. Journal of Marketing Research, 25(2), 186-192. https://doi.org/10.1177/002224378802500207
Ghorbanzadeh, D., Shabbir, M. S., Mahmood, A., & Kazemi, E. (2020). Investigating the role of experience quality in predicting destination image, perceived value, satisfaction, and behavioural intentions: A case of war tourism. Current Issues in Tourism, 24(21), 3090-3106. https://doi.org/10.1080/13683500.2020.1863924
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Hanqin, Z. Q., & Lam, T. (1999). An analysis of Mainland Chinese visitor’s motivation to visit Hongkong. Tourism Management, 20(5), 587-594. https://doi.org/10.1016/S0261-5177(99)00028-X
He, X., & Luo, J. M. (2020). Relationship among travel motivation, satisfaction and revisit intention of skiers: A Case study on the tourists of Urumqi Silk Road Ski Resort. Administrative Sciences, 10(3). https://doi.org/10.3390/admsci10030056
Jin, N. P., Lee, S., & Lee, H. (2015). The effect of experience quality on perceived value, satisfaction, image and behavioral intention of water park patrons: New versus repeat visitors. International Journal of Tourism Research, 17(1), 82-95. https://doi.org/10.1002/jtr.1968
Johari, S. I., & Anuar, N. A. M. (2020). Appraising the role of memorable tourism experiencebetween the relationship of destination image and Melaka domestic tourists’ revisit intention. Journal of Tourism, Hospitality & Culinary Arts, 12(1), 136-157.
Khairani, K., Aruan, D. T. H., Gayatri, G. & Hati, S. R. H., 2024. Urban tourism experiences: linking destination attributes to tourist behaviour through stimulus-organism-response theory. Tourism Recreation Research, 1-18. 10.1080/02508281.2025.2521274
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Trích dẫn bài báo
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