Examining the structural relationships of destination image and tourist satisfaction

Abstract

Image destination is one of the most important factors to attract and retain tourists. An enticing destination image promotes the tourist's experience and creates satisfaction that encourages tourists to return. The purpose of this study is to assess the impact of destination image and the factors that constitute the destination image on tourist satisfaction at a tourist destination. Cronbach's Alpha test methods, Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) were used in the study. Primary database was used as a result of the survey involving 500 tourists at the mountainous destinations in Thanh Hoa province. The results of the study demonstrated that destination images positively impact tourists’ satisfaction. Based on the study results in the article, we proposed some key solutions to strengthen propaganda and promotion for relevant destinations; to improve the quality of tourism infrastructure; to create and diversify tourism products; to enhance security measures for greater safety and further improvement of tourist satisfaction.