베트남 호치민시의 매력속성이 만족도 및 행동의도에 미치는 영향

Abstract

The purpose of this study was to examine how attractiveness attributes of Ho Chi Minh city perceived by the Korean individual tourists influence on tourist satisfaction and behavioral intention. Sample data for this study was collected through the survey focused on Korean tourists who had experienced tourism in Ho Chi Minh city. Data with a total 149 copies was tested with frequency, reliability and exploratory factor analysis at first, and then the proposed research model was analyzed through the multiple regression analysis using the SPSS 20.0. The main results of this study can be summarized as follows. First, it was confirmed that the attractiveness attributes of Ho Chi Minh city tourist destination had significant positive effect on tourist satisfaction by preparations to receive, cultural and natural resources, shopping of travel and price of tourism destination factors, arranged in order of the degree of influence. Second, the attractiveness attributes of Ho Chi Minh city tourist destination had significant positive effect on behavioral intention of visitors by preparations to receive factors, cultural resources factor, natural resources factor and price of tourism destination factors. However, the factor of shopping of travel did not impacted on the behavioral intention of tourist. Third, tourist satisfaction had significant positive effect on behavioral intention of visitors. Finally, this study provides theoretical and managerial implications of findings and might help contribute future tourism development policy of Ho Chi Minh city in Vietnam.