IMPACT OF DESTINATION IMAGE FACTORS ON REVISIT INTENTIONS OF HOTEL'S INTERNATIONAL TOURISTS IN BA RIA-VUNG TAU (BR-VT) THE MEDIATING ROLE OF POSITIVE WORD OF MOUTH

Nguyen Vu Hieu Trung1, Gamal S. A. Khalifa2

1 Faculty of Business & Accountancy, Lincoln University College, Malaysia

2 Faculty of Hospitality and Tourism, Lincoln University College, Malaysia & Faculty of Tourism and Hotels, Fayoum University, Egypt

Corresponding Author’s Email: Hieutrung0704@gmail.com

ABSTRACT

This study aims to measure the effect of destination image on intention to revisit and positive word-of-mouth of hotel's international tourists at BR-VT destination. The research surveyed 356 international tourists visiting BR-VT. Smart PLS3 software was used to analyze data. The result support all study hypotheses. In addition, WOM significantly mediate the relationship between destination image factors and re-visit intentions.

Keywords: Destination Image, Word-of-Mouth, Re-visit Intentions, Hotels, BR-VT

INTRODUCTION

Tourism is considered as one of the world’s largest service industries and will continue to be as one of the main sources of foreign revenue for countries involved in tourism (Blanke & Chiesa, 2013). As of 2013, it is recorded that 9% of the world GDP comes from tourism, whereby 1 out of 11 jobs is from the tourism industry (World Tourism Organization, 2014). It was reported that, total 1.87 billion tourists have travelled to various locations in 2013 which has generated a total of USD 6 trillion of revenue (Blanke & Chiesa, 2013). The number of international tourists’ arrival in Asia and Pacific was 248.1 million which accumulates total 22.8% of the total international tourists in the world. Asia was ranked second after Europe as the most visited destination in the World in 2013 (World Tourism Organization, 2014). It has further forecasted that this trend will continue to grow in the coming years (Andrades & Dimanche, 2017; Högström, Rosner & Gustafsson, 2010).

In the strong development trend of tourism in the world, Vietnam is also promoting all potentials to develop its tourism. With preferences on natural, cultural and social conditions, Vietnam has many prospects to attract international tourists. Ba Ria-Vung Tau in the Southeast region, in the southern key economic region of Viet Nam is located on a trans-Asia road, with a system of seaports, airports and convenient river networks. Marine and coastal ecosystems are quite unique and diverse: they are suitable for many types of ocean exploration tourism, convalescence and medical tourism for tourists, cultural and historical tourism - Spirituality, MICE tourism, ecotourism, etc., and they are also convenient in

forming complex international resorts (Nhu, Khang & Thảo, 2014). BR-VT's socio-economic strategy has determined that tourism is a key economic sector. In recent years, the number of visitors to BR-VT has been increasing; however, international visitors are only a very small number compared with the number of domestic tourists. So the question for the provincial tourism managers is how to increase international visitors to BR-VT in the future? (Nhu, Khang & Thảo, 2014).

Some local and foreign studies showed that the intentional return and positive word-of-mouth transmission have a huge impact on attracting tourists (Abd-Elaziz et al., 2015; Khalifa, 2015, 2018; Marinao, Vilches-Montero & Chasco, 2015; Nhu, Khang & Thảo, 2014; Qoura & Khalifa, 2016; Som et al., 2012; Sudigdo, Khalifa & Abuelhassan, 2019; Tựu & Cẩm, 2012). Other studies also showed that one of the most significant and powerful factors that influence visitors' intentional return and positive word-of-mouth is the destination image factor (Abd-Elaziz et al., 2015; Qu, Kim & Im, 2011; Sudigdo, Khalifa & Abuelhassan, 2019; Tavitiyaman & Qu, 2013). From the theoretical and practical issues mentioned, it’s necessary to study impact of destination image factors (Sudigdo, Khalifa & Abuelhassan, 2019) on intentional return and positive word-of-mouth transmission of international tourists in BR-VT.

LITERATURE REVIEW

1. Theoretical Basis

   1. Destination Image

      Destination image is a theory that many researchers are interested in and give different definitions (Sudigdo, Khalifa & Abuelhassan, 2019). However, these definitions do not rely on a specific marker; a definition can be based on manners or based on overall components or both (Khuong & Phuong, 2017). Upadhyaya (2012) defined "Destination image is the perception of visitors about a potential place". According to Gallarza, Saura & Garcı́a (2002) "Destination images are the impressions that a person has in her mind about

      a place where she is not there”. According to Gitelson & Crompton (1984) "Destination

      image is totally belief, concept, impression that a person has for a destination." Andrades & Dimanche (2017) considered that, "Destination image includes all the knowledge of objective, impression, prejudice, imagination, emotional thinking of a person or group of people about a special place". Echtner & Ritchie (1993) defined "Destination image is an awareness of a person and overall impression of that person of a destination in his mind." This definition indicates functional characteristics related to tangible aspects and psychological characteristics related to intangible aspects.

      
      

      The components of the destination image are shown in the destination image model of Echtner and Ritchie, (1993). Under this model, all qualities and overall images can be based on the functional characteristics or psychological characteristics about the product (Alkhateri et al., 2018; Mohamed et al., 2018; Nusari et al., 2018; Shamsi et al., 2018; Sudigdo et al., 2019). Functional characteristics (including prices, transport infrastructure, accommodation) related to the tangible aspect of the destination, while psychological characteristics (including staff friendliness, safety, popularity, etc.,) related to the

      intangible aspect (Khalifa & Abou-Shouk, 2014; Qoura & Khalifa, 2016). Moreover, the destination image can also be arranged into ranges from unique to popular features (Abou- Shouk & Khalifa, 2017).

      
      

      

      
      

      

      The model shows that all the components of the destination image are interrelated and affected each other. For example, overall impressions can be based on the combination and interaction of qualities, the perception of personal qualities can be influenced by someone’s impression and feeling. The overall impression and unique factor have a special influence on the choice of travel destination. If a destination is difficult to classify and differs from other similar destinations, it is almost not chosen in travel decisions (Echtner & Ritchie, 1993).

      
      

   2. Intentional Return and Positive Word-Of-Mouth Transmission

Consumers' preferences and needs are varied and constantly changed (Mohamed et al., 2018; Mohamed et al., 2019). Therefore, understanding buying behavior and the intentional return destination of visitors is very important for travel managers (Abou-Shouk & Khalifa, 2017; Agwa, Aziz, & Khalifa, 2018a, 2018b; Badran & Khalifa, 2016; Khalifa, 2015). To maintain competitiveness, travel companies, travel destinations need to design memorable travel programs to attract tourists to visit and visit again (Hussein, Abou-Shouk & Khalifa, 2013; Khalifa, 2018; Khalifa & Abou-Shouk, 2014; Khalifa & Hewedi, 2016; Mohamud et al., 2017). Chen & Tsai (2007) pointed out that tourist behavior included the choice of destination, assessments and future behavioral intentions. The assessments are about travel experiences or perceived values and overall customer satisfaction, while the intention of future behavior indicates that visitors' judgments may be a re-visit the destination and ready to recommend it to others (Morsy, Ahmed & Ali, 2016; Khalifa, 2015; Khalifa & Fawzy, 2017; Khalifa & Mewad, 2017).

Intention is defined as "Predetermined ability to promise an action" (Oliver, 1993, 1999) "buyer prediction of a brand they will buy" (Becker, 1960). Ajzen & Fishbein (1980) suggested that behavioral intent is the best predictor of human behavior, an important

indicator of visitor behavior. The study of Gitelson & Crompton, (1984) is the first study to discover the importance of repeating visitor destinations. They find that many destinations trust the importance of re-visiting visitors' destinations.

According to Abd-Elaziz et al., (2015), "Word-of-mouth is the transmission of opinions, thoughts, ideals between two or many individuals without any individual as a marketing source." Or "Word-of-mouth is the act of telling to at least one friend or acquaintance about their (dis)satisfaction" (Khuong & Phuong, 2017). van Doorn et al., (2010) said that word- of-mouth has many benefits. Firstly, word-of-mouth is a reliable communication channel due to the exchange between friends and family; secondly, word-of-mouth is a two-way communication; thirdly, word-of-mouth provides potential customers with descriptions of experiences.

It was realized that there was a the positive influence of oral information on destination choice (Molina et al., 2010; Alkutbi et al., 2019; Jalilvand & Heidari, 2017). Introducing destination by word-of-mouth to others is one of the most frequent types of information search for those most interested in tourism (Razzaq, Hall & Prayag, 2016). Word-of-mouth referral is crucial in tourism marketing because they are considered the most reliable, so it is one of the sources of information searched of potential tourists (Abd-Elaziz et al., 2015). Similarly, Jalilvand and Heidari, (2017) also mentioned that return tourists who increase word-of-mouth and referrals will effect on potential tourists.

RESEARCH METHODOLOGY

1. Overview of the Proposed Research Model

   The relationships between constructs hypothesized in the conceptual framework have been adapted from the relevant literature in the subject matter. The figure 2 shows the proposed model that contains destination image and word of mouth to predict re-visit intention. The proposed model examines the relationship between the constructs among hotel customers in Ba Ria-Vung Tau in the Vietnam. The proposed conceptual framework has 9 hypotheses to test.

   
   

   Figure 2: The Research Model

   

   From the research model, hypotheses are set as follows: H1a: SV is positively related to WoM

   H2a: TIA is positively related to WoM H3a: LA is positively related to WoM H4a: NEP is positively related to WoM H5: WoM is positively related to RI

   H1b: WoM mediates the relationship between SV and RI H2b: WoM mediates the relationship between TIA and RI H3b: WoM mediates the relationship between LA and RI H4b: WoM mediates the relationship between NEP and RI

   
   

2. Development of Instrument and Data Collection

The development of instrument for this study included a 26-item questionnaire, and based on the destination image and loyalty literature, a multi-item Likert scale was applied (Lee, Yoon & Lee, 2009). Constructs were measured using a Likert scale which recommended in the previous studies (Mohamed et al., 2018, 2019), with 5 being ‘Strongly Agree’ and 1 being ‘Strongly Disagree’. The data was collected by delivering a self-administered questionnaire ‘in-person’ from July 2018 till December 2018 to Hotel Customers within BR-VT destination. The number of the distributed questionnaires was 500, and the number of the returned sets is 400 of which 356 responses were considered suitable for the analysis. According to Tabachnick & Fidell (2012), the sample size was seen as sufficient. Compared to the relevant literature the 71.2% response rate of this study is considered very good (Baruch & Holtom, 2008).

RESULTS

1. Respondent Profile

   Out of 356 survey forms, sample distribution is shown as follows:

   Regarding the purpose of international visitors to BR-VT: Hotel's International tourists to BR-VT mainly for purely tourism purposes, accounted for 79.2%, other purposes such as tourism combined work, visiting relatives, and other purposes accounted for a very small percentage, the all was 20.8%. About the number of times visitors to BR-VT: hotel's tourists surveyed mainly to BR-VT for the first time with the rate of 84.3%, this shows very few international tourists to BR-VT for the second times, third times or more.

   
   

   Regarding the number of days of staying: visitors often stay from 1 to 4 days, while from 1 to 2 days accounted for 45.5% and from 3 to 4 days accounted for 47.2%, over 5 days only accounts for 7.3%. This result showed that the time of international visitors staying at BR- VT is very short. About sex: the sex visitors are relatively equal between men and women, with the corresponding rates of 52.2% for men and 48.8% for women. About ages: The age of international tourists to BR-VT is mainly under 35 years old. This result is nearly similar with the age statistics of international visitors to Vietnam. Visitors at these ages mainly travel with the purpose of discovery, with rather cheap trips, limited in spending and shopping.

   
   

   About the continent: The hotel's tourists come from 4 continents, the highest proportion is

   European tourists, accounted for 43.8% (most of the visitors are English, French, German). Then Asians are with 27.5% (most tourists come from Israel, China, and Korea). Visitors from the Americas accounted for 17.4% (American tourists were the majority). Although Asia is the main international tourist market of Vietnam, from the result of this study, the number of Asian visitors is not high enough.

   
   

2. Measurement Model Assessment

   Cronbach’s alpha coefficients and composite reliability were used to measure Construct reliability. The results indicate that all individual Cronbach’s alpha and CR were higher than the suggested value of 0.7 (Gefen, Straub & Boudreau, 2000; Kannana & Tan, 2005; Kline, 2010; Nunnally & Bernstein, 1994). Factor loading was used to test indicator reliability. The loading for all measurements exceeded the recommended value of 0.5 (Hair et al., 2017). Average variance extracted (AVE) was used to test convergent validity and it indicated that all AVE values were exceeded the suggested value of 0.5 (Hair et al., 2010) (refer to table 1).

   
   

   Table 1: Construct Reliablity, Convergent Validity and Indicator Validity

   Constructs	Item	Loading (> 0.5)	α (> 0.7)	CR (> 0.7)	AVE (> 0.5)
   Leisure activities (LA)	LA1 LA2 LA3 LA4	0.794 0.613 0.774 0.682	0.701	0.809	0.518
   Natural environment and people (NEP)	NEP1 NEP2 NEP3 NEP4 NEP5 NEP6	0.627 0.627 0.605 0.780 0.673 0.586	0.729	0.815	0.526
   Tourism information and activities (TIA)	TIA1 TIA2 TIA3 TIA4 TIA5	0.771 0.596 0.653 0.667 0.679	0.710	0.806	0.556
   Spiritual value (SV)	SV1 SV2 SV3 SV4	0.783 0.799 0.644 0.736	0.731	0.830	0.552
   Word of Mouth (WoM)	WoM1 WoM2 WoM3	0.755 0.814 0.842	0.729	0.846	0.647
   Re-visit Intentions (RI)	RI1 RI2 RI3	0.817 0.834 0.769	0.734	0.848	0.651

   Cross loading, Fornell Larcker, and heterotrait monotrait ratio (HTMT) were used to measure discriminant validity (Hair et al., 2017). Cross loading criterion fulfills the requirements because the indicators outer loadings on a construct were higher than all its cross-loadings with other constructs (bold values) (refer to table 2).

   Table 2: Cross Loading

   		LA	NEP	RI	SV	TIA	WoM
   Leisure activities (LA	LA1	0.794	-0.053	0.334	0.042	0.127	0.140
   	LA2	0.613	-0.001	0.255	0.035	0.076	0.054
   	LA3	0.774	0.054	0.272	0.129	0.029	0.122
   	LA4	0.682	0.035	0.290	-0.017	0.039	0.094
   Natural environment and people (NEP)	NEP1	-0.016	0.627	0.094	0.215	0.056	0.176
   	NEP2	-0.019	0.627	0.145	0.293	0.111	0.170
   	NEP3	-0.041	0.605	0.172	0.294	0.111	0.159
   	NEP4	-0.039	0.780	0.216	0.308	0.205	0.241
   	NEP5	0.145	0.673	0.153	0.161	0.124	0.217
   	NEP6	-0.023	0.586	0.161	0.290	0.096	0.162
   Re-visit Intentions (RI)	RI1	0.307	0.194	0.817	0.427	0.374	0.595
   	RI2	0.351	0.218	0.834	0.441	0.413	0.586
   	RI3	0.309	0.171	0.769	0.362	0.401	0.461
   Spiritual value (SV)	SV1	0.106	0.310	0.490	0.783	0.326	0.367
   	SV2	0.052	0.240	0.345	0.799	0.154	0.326
   	SV3	0.012	0.231	0.340	0.644	0.170	0.230
   	SV4	0.023	0.384	0.323	0.736	0.165	0.282
   Tourism information and activities (TIA)	TIA1	0.064	0.214	0.364	0.227	0.771	0.339
   	TIA2	0.094	0.038	0.256	0.130	0.596	0.144
   	TIA3	0.137	0.179	0.330	0.172	0.653	0.234
   	TIA4	0.078	0.070	0.373	0.216	0.667	0.333
   	TIA5	-0.032	0.091	0.295	0.178	0.679	0.246
   Word of Mouth (WoM)	WoM1	0.082	0.190	0.495	0.226	0.289	0.755
   	WoM2	0.121	0.173	0.577	0.323	0.307	0.814
   	WoM3	0.156	0.326	0.576	0.425	0.379	0.842

   
   

   The results in table 3 and table 4 indicated that Fornell Larcker criterion (Fornell & Larcker,1981; Chin, 1998a, 1998b), and heterotrait-monotrait ratio (HTMT) are fulfilled. Thus, suggesting a good discriminant validity (Hair et al., 2017).

   Table 3: Fornell Larcker Criterion

   
   

   		LA	NEP	RI	SV	TIA	WoM
   Leisure activities	LA	0.719
   Natural environment and people	NEP	0.008	0.653
   Re-visit Intentions	RI	0.399	0.242	0.807
   Spiritual value	SV	0.072	0.391	0.511	0.743
   Tourism information and activities	TIA	0.096	0.186	0.489	0.283	0.675
   Word of Mouth	WoM	0.152	0.292	0.685	0.413	0.407	0.805

   Table 4: HTMT Results

   
   

   		LA	NEP	RI	SV	TIA	WoM
   Leisure activities	LA
   Natural environment and people	NEP	0.144
   Re-visit Intentions	RI	0.553	0.327
   Spiritual value	SV	0.132	0.549	0.683
   Tourism information and activities	TIA	0.195	0.281	0.662	0.364
   Word of Mouth	WoM	0.194	0.385	0.723	0.542	0.526

   
   

3. Structural Model Assessment

   Beta (B), r2, and t-values via a bootstrapping with a resample of 5000 were used to assess the structural model (Hair et al., 2017).

   Figure 3: PLS Algorithm Results

   
   

   .

4. Hypotheses Tests

The results from figure 3 and table 5 showed that, 5 out of 5 direct relationship hypotheses are supported. SV, TIA, LA, and NEP significantly predict WoM, Hence H1a, H2a, H3a, and H4a are accepted with (β = 0.271, t = 5.373, p<0.01), (β = 0.296, t = 7.242, p<0.01), (β = 0.103, t = 2.029, p<0.05), and (β = 0.129, t = 3.166, p<0.001), respectively. In addition, WoM is significantly predict RI. Hence H5 is accepted with (β = 0.685, t = 13.420, p<0.01), SV, TIA, LA, NEP, and WoM are explaining 46.9 % of the variance in RI. The R² values achieved an acceptable level of explanatory power as recommended by Cohen (1988) and Chin (1998a, 1998b) indicating a substantial model. The f2 results showed that four relationship with small effect and one relationship with large effect. In addition, all Q2 Values are greater than Zero (Hair et al., 2017).

Table 5: Hypotheses Testing

The results in table 6 showed the mediation test. WoM significantly mediate the relationship between SV, TIS, and NEP from one side and RI on the other side. Hence, H1b, H2b, and H4b are accepted with (β = 0.185, t = 4.783, p<0.01), (β = 0.203, t = 5.480, p<0.01), and (β

= 0.089, t = 3.086, p<0.01), respectively. On the other side, H3b is not accepted.

DISCUSSION

According to the proposed model, this study improves the understanding of the role played by destination image factors (DIF) in the international tourists' revisit intentions (RI) at BR- VT in Vietnam, and highlights relevant implications and suggestions for management and policy makers. The discussions are further detailed in the following.

The study found that DIF positively affect RI among tourists within the BR-VT in Vietnam, this is supported by previous studies (Abd-Elaziz et al., 2015; Jalilvand & Heidari, 2017; Khuong & Phuong, 2017). It is explained by the fact that the more the destination factors of the BR-VT is positive, the more WoM is positive, and more likely to achieve optimal quality.

Additionally, All DIF dimentions were found to positively affect WoM among respondents within the BR-VT in Vietnam, this is supported by previous studies (Abd-Elaziz et al., 2015; Jalilvand & Heidari, 2017; Kim, Han & Lee, 2001;
van Doorn et al., 2010). It is explained by the fact that the more the destination factors of the BR-VT is positive, the more WoM is positive, and more likely to achieve optimal quality. In order to face the fierce competition within the tourism industry, destination managers need to understand the destination image management because it was recognized as the key for destination competitiveness (Abou- Shouk & Khalifa, 2017; Khalifa & Abou-Shouk, 2014; Khalifa & Fawzy, 2017; Khalifa & Mewad, 2017; Mohamud et al., 2017; Qoura & Khalifa, 2016). The more WoM the tourists becomes, and more likely to re-visit BR-VT.

The connotations among DIF and WOM and EIB have been examined extensively. This study’s outcomes offer extra support for these causal relationships, primarily in BR-VT destination, and suggest that DIF is supplementary important issue that indirectly affects this

significant destination competitiveness. Similary, the results also revealed that DIF has an indirect effect on RI via WoM, among tourists within BR-VT in the Vietnam, which confirms the mediation role that WoM has in this context. Moreover, the variance explained by the proposed model in the current study for RI among tourits within the BR-VT in the Vietnam is 46.9%. Thus, BR-VT managers who want to foster better RI among tourits within the BR-VT in the Vietnam, should take actions to confirm a more DIF (Tosun, Dedeoğlu & Fyall, 2015). The fact that DIF indirectly affects tourist’ re-visit makes the case that BR-VT should define DIF as a vital destination components in the development strategies of BR-VT.

CONCLUSION

The research model examines the direct impact of the destination image factors on positive word-of-mouth and intentional re-visit intention without considering factors of satisfaction. Research results showed that factors including spiritual values, tourism information and activities, leisure activities have a positive impact on the intentional revisit intentions of hotels' international visitors. The factors of natural environment and people, spiritual values, tourism information and activities have a positive impact on the positive word-of- mouth of international visitors.

From the research results, BR-VT needs to focus its tourism management such as identifying markets in Europe, Asia and North America including the countries (England, France, Germany and Israel, China, South Korea, the United States, Canada) where are the target tourist markets so that managers have appropriate tourism development policies. Developing tourism products, and promotional activities need focusing on the aims of young tourists (under 35 years old), and orientation for these tourists in order to remind them to return BR-VT within next 10 years. Besides, the provincial tourism management agencies should focus on ensuring the safety for international visitors when they travel in BR-VT, tourism development planning must ensure the natural environment, keeping preserving BR-VT people's identity such as promoting the peacefulness and hospitality. Training the role of people in community tourism development in the locality is more often. In addition, BR-VT also needs to promote the development of night leisure to serve international tourists.

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