The Factors Impacting on Revisit Intention to Korea of Vietnamese Visitors

The main purpose of this study is to explore the influences of different factors on revisit intention to Korea of Vietnamese visitors. A mixed method including qualitative and quantitative methodologies was utilized. Focus group of 9 experts was carried out for reviewing and exploring different factors (constructs) and the conceptual model. An in-depth interview with 19 participants was developed with an aim to develop and correct measurement items. A pilot study to test reliability measurement items was delivered by questionnaires with a sample of 125 respondents. The conceptual model was tested and developed using data collected by questionnaire, from a sample of 462 respondents, by both electronic and paper surveys with non-probability and convenience sampling techniques. SPSS 20 and AMOS 20 software were employed to analyze the data. Results showed that reliability, tangibility, responsiveness, empathy and assurance had influences on tourists’ intention to revisit a destination, especially through satisfaction mediating construct. Destination image, self-congruity, and the emergence of hallyu had influences intension revisit through attitude and tourist motivate. The topic of this study - the intention of Vietnamese travelers to revisit Korea, has never been investigated before in Vietnam. The findings provide Korean firms and government with data and information, which assists the process of researching and carrying out appropriate strategies.