The impact of perceived risk on tourists' social word-of-mouth regarding Nha Trang as a destination: The mediating role of destination image and satisfaction

Abstract

The study analyzes the impact of perceived risk on tourists' social word-of-mouth regarding the Nha Trang tourist destination, while also examining the mediating role of destination image and tourist satisfaction. A qualitative research method was used to assess the appropriateness of the measurement scale. Subsequently, hypotheses were tested using a quantitative research method with a sample size of 520, collected through quota and snowball sampling methods. The research findings reveal that: (1) Perceived risk negatively affects destination image; (2) Destination image positively influences tourist satisfaction; (3) Tourist satisfaction and Destination image positively influence social media word-of-mouth. Additionally, the results highlight the mediating role of destination image in the relationship between perceived risk and tourist satisfaction, as well as the mediating role of tourist satisfaction in the relationship between destination image and social media word-of-mouth. These findings provide both theoretical and practical contributions to enhancing the understanding of perceived risk, destination image, satisfaction, and tourists' social media word-of-mouth.