Factors Affecting the Loyalty of Domestic Tourists to Ho Chi Minh City: The Mediating Role of Satisfaction

Abstract

Price perception and satisfaction play an important role in increasing customer loyalty. However, there is still a limitation in research focusing on the role of price perception and satisfaction in increasing the loyalty of domestic tourists to Ho Chi Minh City. Based on this urgency, through survey results from 343 individuals who are domestic tourists in Ho Chi Minh City, this study applied foundational theories and previous research results to analyze and evaluate the role of price perception and satisfaction in promoting the increase in tourist loyalty. Basic quantitative research analyses such as statistics, Cronbach’s alpha reliability assessment, EFA factor analysis, measurement models, and PLS-SEM structural equation modelling were combined using SPSS and SMART PLS software. The research results show that Price Perception (PP) and Satisfaction (SA) positively impact the Loyalty (LO) of domestic tourists in Ho Chi Minh City. Furthermore, Perceived Value (PV) has a positive effect on the Satisfaction (SA) and Loyalty (LO) of domestic tourists to Ho Chi Minh City. Satisfaction (SA) additionally acts as a mediator in the impact of Perceived Value (PV) on the Loyalty (LO) of domestic tourists to Ho Chi Minh City. The results can be applied to develop a theoretical framework on this topic and in the practical context of tourism in Vietnam.