ANALYZING THE IMPACT OF SMART TOURISM APPLICATION, DESTINATION IMAGE, AND SATISFACTION ON TOURIST INTENTION TO RETURN TO THE TOURIST DESTINATION OF NHA TRANG

Abstract

The study examines the impact of smart tourism applications and destination image on satisfaction, return intention, and tourists' intentions. The impact of tourist satisfaction on return intention is also tested in the research model. This study applies CB-SEM, with a sample size of 520 domestic and international tourists visiting Nha Trang. The results show that smart tourism applications positively impact destination image; destination image directly and positively affects tourists' satisfaction and return intention. The findings indicate that the effects of the factors are positive. The study provides several managerial implications for promoting smart tourism applications in tourism development, building destination image, and improving tourism services to enhance tourists' satisfaction and increase their return intention to Nha Trang in the future.