INTENTION TO RETURN TO NATIONAL PARK: THE ROLE OF PERCEIVED QUALITY, PERCEIVED VALUE, AND TOURIST SATISFACTION

Abstract

Understanding and predicting tourists’ intention to return to a destination is a fundamental factor for the success of a tourism destination. The objective of this study is to demonstrate the influence of perceived quality, perceived value, and satisfaction on the intention to return to the national park of tourists. The research utilizes a convenient sampling method with direct interview techniques to collect research data. The achieved sample size is 308 tourists who have visited and experienced tourism services at national parks in the Mekong Delta region, Vietnam. Applying a combination of qualitative and quantitative research methods, the study has proven that perceived quality positively influences satisfaction, enhancing the intention to return to national parks of tourists. Additionally, perceived value also has a positive impact on satisfaction, contributing to promoting the intention to return to national parks. Finally, the research has revealed a positive correlatio n between satisfaction and the intention to return to national parks of tourists.

Keywords

• perceived quality
• perceived value
• satisfaction
• intention to return
• national park