The Interrelationships Between Backpackers’ Motivations and Satisfaction on Revisit Intention Toward a Cultural-Heritage Destination:The Case of Da Nang and Hội An, Vietnam

초록

Although the tourism industry has significantly increased its adoption of cultural heritage, there is still little research focusing on backpackers’ perceptions within a cultural-heritage context. The objective of this study is to examine the interrelationships between motivations (i.e., psychological stability, unique food experiences, new experiences, and local culture experiences) and overall satisfaction on revisit intention in relation to two prime cultural-heritage tourism destinations: Da Nang and Hội An, Vietnam. Data were collected from international backpackers traveling to Hội An and Da Nang, after which 382 usable surveys were processed. In order to investigate our hypotheses, we used descriptive statistics, exploratory factor analysis, confirmatory factor analysis, and structural equation modeling. We found that psychological stability, new experiences, and unique local food were found to have significant relationships with overall satisfaction related to a cultural-heritage destination. Second, we found that structural model revealed that motivations have significant associations affecting tourist satisfaction and intention to revisit Da Nang and Hội An. Theoretical and practical implications, as well as, suggestions for future study are discussed.

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