factors affecting ho chi minh city tourist intentions to revisit da nang as a tourism destination

HO CHI MINH UNIVERSITY OF BANKING GRADUATION THESIS FACTORS AFFECTING HO CHI MINH CITY TOURIST INTENTIONS TO REVISIT DA NANG AS A TOURISM... During the research period on the topic "Fa

INTRODUCTION OF THE RESEARCH TOPIC

Background

Tourism is a globally expanding leisure industry, with the number of international tourist arrivals continuously increasing to over 1.4 billion in 2019, contributing approximately 9,000 billion USD to the global GDP (UNWTO, 2020) However, in 2020, the severe outbreak of the COVID-19 pandemic caused significant damage of around 3,300 billion USD to the global tourism sector Despite the strong impact of COVID-19 on Vietnam’s economy, the country’s political stability has contributed to its overall economic and social development, including the tourism sector In 2019, Vietnam’s GDP grew by approximately 7.02% (General Statistics Office, 2020)

The city of Da Nang is one of Vietnam’s attractive tourist destinations, blessed with abundant natural resources that provide favorable conditions for diverse forms of tourism Da Nang continues to assert its position as a premier resort and leisure destination in Vietnam, with over 69.6% of visitors coming to Da Nang for tourism and relaxation purposes, according to the “Destination Attractiveness Report of Da Nang – S3/2023” published by the Da Nang Tourism Promotion Center and Outbox Company As a city located in central Vietnam, Da Nang shines with promising potential in the tourism sector With its convenient geographical location, Da Nang is easily accessible by air, rail, and roa“ Situated by the pristine blue sea and majes– ic mountains, the city boasts breathtaking natural beauty Its long stretches of white sandy beaches such as My Khe and Non Nuoc attract tourists with their fine sand and crystal-clear waters Additionally, Son Tra Peninsula and Cu Lao Cham offer magnificent and unspoiled natural landscapes

Da Nang not only possesses natural beauty but also boasts a rich cultural heritage Moreover, Da Nang is renowned for its traditional festivals and unique cuisine, providing visitors with a culturally immersive experience The city’s economic development and investment have created a solid foundation for its tourism industry Da Nang provides a modern infrastructure, including numerous hotels, resorts, high-end restaurants, and entertainment facilities Investments in industrial parks and high-tech zones have also generated employment opportunities and furthered the growth of the tourism sector However, Da Nang faces competition in attracting tourists from other destinations in Central Vietnam, such as Hoi An, Hue, and Quang Binh To continue attracting visitors, Da Nang needs to create unique tourism experiences and diversify its tourism products to give tourists compelling reasons to choose Da Nang as their destination Furthermore, environmental management and heritage preservation pose important challenges for Da Nang The city is blessed with stunning natural landscapes and significant cultural heritage However, the development of urban tourism and the increasing number of tourists present challenges in terms of environmental management and heritage preservation

Da Nang needs to implement solutions to protect the environment and sustainably maintain its cultural heritage, ensuring that tourism development does not harm the city’s natural resources and cultural values Insufficient infrastructure and services are also challenges that Da Nang is currently facing Da Nang needs to improve the quality of tourism infrastructure and services to meet the growing demands of tourists Enhancing facilities such as hotels, restaurants, public transportation, and tourism infrastructure is necessary to ensure comfort and convenience for visitors Research on the intention of domestic tourists to revisit Da Nang has practical significance, as it clarifies the current situation and desires of tourists who have already visited Da Nang This research can assist tourism managers, businesses, and investors in formulating appropriate strategies to retain tourists, thereby enhancing the overall quality and experience for visitors throughout the city of Da Nang Moreover, in a quick survey conducted by the author in early and mid-April 2022 in

Ho Chi Minh City (HCMC), there are still many HCMC residents who have never been to Da nang or have just visited Da Nang less than 2 times Additionally, there is currently limited research on HCMC tourists visiting Da Nang: their motivations for travel, consumption behaviors, quality evaluations, etc., even though HCMC tourists are truly a fertile market for Da Nang’s tourism industry

Repeat visitation holds great importance for most destinations due to its representation of an appealing and cost-effective market segment Within the tourism literature, there is a prevalent myth, noted by Oppermann (1998), that states it is 5 or

6 times more economical to attract previous customers than to acquire new ones Repeat visitors not only provide a consistent source of tourism revenue but also serve as natural information channels, connecting networks of friends, relatives, and other potential travelers to a destination (Lau & McKercher, 2004) In the context of Da Nang as a tourism destination, mainland repeat visitors emerge as a significant market segment due to their projected volume and growth potential

Although there have been a number of domestic and foreign studies discussing the topic of tourists’ return intention, including factors such as “Destination Image” (Chen & Tsai, 2007), “Tourist satisfaction” (Oliver, 2014), “Tourist’s attitude” (Fishbein,1967), “Tourist motivation” (Dann, 1977), “Perceived quality” (Gronroos, 1984) In Vietnam, there are also a number of studies on the topic of authors’ intention to return to tourist destinations However, up to now, no research has been done regarding the intention of domestic tourists to return to Da Nang Therefore, the author focuses on the study “Factors affecting tourist intentions to revisit Da Nang as a tourism destination” to determine the factors affecting the intention to return to Da Nang tourist destination for domestic tourists in Ho Chi Minh City Based on the research, management implications will be proposed to improve the ability to attract

Ho Chi Minh City’s domestic tourists to return to this tourist area in the future.

Objectives and research questions of the topic

The general research objective of this graduation thesis is to analyze the factors affecting the intention of tourists from Ho Chi Minh City to revisit Da Nang as a tourism destination

- Identify the factors that influence the intention of tourists from Ho Chi Minh City to revisit Da Nang as a tourism destination

- Determine the level of impact of the factors that affect the intention of tourists from Ho Chi Minh City to revisit Da Nang as a tourism destination

- Propose some managed implications to help tourism business managers implement policies to increase the revisit rate of tourists from Ho Chi Minh City to Da Nang.

Research questions

Question 1: What factors influence the intention of tourists in Ho Chi Minh City to revisit Da Nang?

Question 2: what effectiveness and impact level of factors affect the intention to revisit Da Nang for tourists in Ho Chi Minh City?

Question 3: What management implications are given to increase the intention to revisit Da Nang of tourists in Ho Chi Minh City?

Subject and scope of research

The research object is to the factors affecting the decision to return to Da Nang for tourism of traveler in Ho Chi Minh City

Space: Research scope in Ho Chi Minh City

Time: The research was carried out over a period of 70 days from April to June 2024, including the survey implementation period

The research employs a combination of qualitative and quantitative methods Qualitative research method: The author utilizes data collection through interview techniques with randomly selected tourists in Ho Chi Minh City City

Through qualitative research, the author considers supplementing factors in the measurement scale and contributes to the construction of research concepts

Quantitative research method: Based on the proposed model derived from the qualitative research method, the author conducts model testing and research hypotheses using IBM SPSS 22 software This process includes primary data collection, descriptive statistics, assessing the reliability of the measurement scale (Cronbach’s alpha coefficient), exploratory factor analysis (EFA), correlation matrix testing, and multiple regression analysis The data is collected through non- probability and random sampling of respondents who are random tourists within the

Contribution of the subject

In theory, the results and research methods of this study can provide a foundation for future research on travel decision-making and the impact of influencing factors in the tourism industry Other researchers can utilize the findings and methods employed in this study to expand and further investigate the decision to revisit tourists from Ho Chi Minh City

In practical terms, this research study provides a better understanding of the determining factors for tourists from Ho Chi Minh City when deciding to return to

Da Nang It offers a deeper insight into the psychology and behavior of tourists, thereby assisting tourism managers and businesses in understanding and better meeting the needs of tourists The study identifies and determines the important factors that influence the decision of tourists to return to Da Nang This provides specific and useful information for tourism managers and businesses to focus on the most important factors in attracting and retaining tourists The research findings can provide detailed recommendations and proposals to help optimize the intention of Ho Chi Minh City tourists to revisit Da Nang These recommendations may include improving services, creating attractive travel experiences, and meeting the requirements and desires of tourists.

Structure of study

CHAPTER 1 INTRODUCTION OVERVIEW OF THE RESEARCH TOPIC

In this chapter, the author overviews the research such as: problem statement, objectives, research questions, etc And at the end of the chapter is a summary description of the entire structure of the research paper.

THEORETICAL BASE AND REVIEW OF RESEARCH

Theoretical foundation and proposed research model

Tourism generally entails the temporary, short-term relocation of people to destinations outside of their customary place of residence, undertaken for leisure, business, or other meaningful purposes, as found by Swarbrooke and Horner (2001) Theoretically, the duration of these visits should not surpass one consecutive year The vital service sectors that robustly support and are intrinsically linked to tourism include transportation, lodging, recreation, entertainment, and food and drink All of these sectors have substantially enhanced the ability of the visited destinations to effectively fulfill the experiences desired by travelers

A tourism product is a total experience from the time people leave until they return home according to Medlik & Middleton (1973) and is “a set of services necessary to satisfy the needs of tourists.” During the trip” according to Vietnam Tourism Law United Nations World Tourism Organization (UNWTO) believes that tourists include: International tourists; Internal tourists; Domestic tourists and National tourists (national tourists); Domestic tourism includes domestic tourists and incoming international tourists

A tourism destination is a geographical area that contains tourism resources, attractions, infrastructure, equipment, service providers, other support sectors, and organizations Management organizations with which they interact, combined with the experiences they expect at the time they choose

2.1.1.2 The concept of return intention:

Return Intention originates from the Theory of Planned Behavior, which is defined as “including motivational factors that influence each individual’s behavior; These factors indicate the level of willingness or effort that each individual will expend to perform the behavior Ajzen (1991) believes that intention is directly affected by “attitude”, “subjective norms” and “perceived behavioral control” The intended behavior is always accompanied by observed behavior and then it becomes an important measure and tool to understand and predict behaviors in society

Figure 2.1 Theory of planned behavior

Source: Ajzen (1991) TPB further assumes that the components are in turn determined by the most salient expectation and estimates the expectations for each component: behavioral expectations about attitudes toward a given behavior, or specific expectations about the results of performing the behavior Subjective norm expectations influence the perceived approval and disapproval of the behavior of significant others Expectations of control refer to factors that facilitate or hinder performance of a behavior

Behavior theory into three stages: before, during and after the trip Before the trip, tourists connect with issues of travel motivation, destination image, and decision-making, the view of Hsu (2012) During the trip, the issue of attitude towards service quality is often investigated along with the activities selected and the nature of the experience And in the post-trip stage, tourists will have comprehensive assessments of the destination, this result will contribute to forming the intention to return or, even better, to recommend the destination to others

According to Clawson and Knetsch (1966), travel behavior is divided into five stages: anticipation or pre-purchase; a trip; on-site experience; return behavior; and the recall phase It can be seen that studying tourism behavior plays a particularly important role in analyzing business performance, to understand socio-cultural and environmental concerns

According to Ayazlar & Ayazlar (2017), they examined the travel experiences of two groups of tourists from two different cultures, England and Turkey, visiting the same destination is Didim and Turkey The results show that the MTEs composition of these two groups is different This suggests that there are differences in the composition of MTEs for tourists from different cultural backgrounds

According to the 2017 Law on Tourism (National Assembly, 2017), a tourist is understood as “a person who travels or combines travel, except in the case of going to school or working to receive income at the destination” So it can be understood that domestic tourists are Vietnamese and are tourists with Vietnamese nationality, living and working in Vietnam Research targeting domestic tourists in tourism in Vietnam, especially domestic tourists’ intention to return to their destination, has been quite abundant (Tran Hai Ly, 2019)

This article studies the behavioral intentions of tourists, who are living and working in Ho Chi Minh city, and are also considered domestic tourists who have visited Da Nang tourist destinations

Attitudes are an individual’s learned predisposition to behave in a favorable or unfavorable way towards an object, issue, person, or action The “Tri-component Attitude Model” proposes that attitudes consist of three main components – cognitive, affective, and conative, following Schiffman and Kanuk (2000)

The cognitive component refers to the knowledge and perceptions that a person has formed about the attitude object This comes from their direct experiences with the object as well as various sources of information Based on this knowledge, the person develops beliefs about the object’s attributes and the outcomes that will result from specific behaviors toward it

The affective component involves the person’s emotions and feelings towards the attitude object This could be whether they evaluate the object as favorable or unfavorable, good or bad Researchers can measure this affective component by assessing the individual’s overall evaluation and appraisal of the attitude object

The conative component relates to the likelihood or tendency of the person to take a specific action or behave in a particular way in relation to the attitude object

In a marketing context, this is often operationalized as the person’s purchase intention – the degree to which they intend or plan to buy a certain product

Together, these three components – cognitive, affective, and conative – shape an individual’s overall attitude toward the object The cognitive component influences what the person believes about the object, the affective component shapes their feelings towards it, and the conative component predicts how they are likely to behave in response to the object

2.1.1.6 Theory of Needs Hierarchy and Its Adaptation in Tourism

The theoretical frameworks used in travel motivation studies are primarily rooted in sociology and social psychology Many researchers in the field of tourism have based their theoretical analyses on Maslow’s hierarchy of needs theory (Jang & Cai, 2002), which is considered one of the most influential motivation theories in both academic and public domains Maslow’s hierarchy of needs theory gained significant attention following the publication of his book “Motivation and Personality” in 1954 The theory categorizes human needs into a hierarchical structure consisting of five categories: physiological needs (e.g., hunger, thirst, sex), safety needs, belongingness and love needs, esteem needs, and self-actualization needs

Brief review of related theories and research works

Research 1: Nguyen Pham Hanh Phuc, Truong Quoc Dung, 2021: The number of ballots issued was 300, and the number of ballots received was 280 After checking, the number of eligible ballots for data processing using SPSS 23.0 software was 254 (excluding ballots with cases such as selecting option 01 from start to finish, selecting multiple answers, or incomplete survey forms) From a theoretical perspective, the research results contribute to strengthening the theory of behavioral intentions in tourism Through the research process, the author has achieved the objectives set for the topic, utilized appropriate quantitative research methods, and processed the data using statistical tools to identify a system of three factors influencing the intention of tourists to return to An Giang Specifically, these factors are ranked in decreasing order as follows: Destination image, Tourist experience, and Negative impact of travel barriers These findings are also consistent with the research of Chen and Tsai (2007), Chi and Qu (2008), Tan (2017), Huang and Hsu (2009), Kim and colleagues (2012)

However, this research still has gaps that need to be further exploited Because the data collection time of the study was around the time of the COVID-19 epidemic, data collection was only surveyed at 2 key tourist destinations in An Giang, so it is not highly universal The survey population is limited, focusing only on domestic tourists The study’s measurement scale is a unidirectional scale, so the full connotation of each dependent variable cannot be seen

Research 2: Nguyen Phuong Tuong Lan, Nguyen Van Thich, 2021: The official research was conducted using the quantitative research method The quantitative research was carried out through direct surveys of domestic tourists who have used services at Binh Quoi tourist area to collect survey data The objective was to validate the measurement scales in the research model This involved analyzing the collected data through survey forms sent to tourists to determine the logical consistency and correlation among the factors and to derive specific results for the research topic The proposed research model included 35 observed variables, requiring a minimum sample size of 35 × 5 = 175 observations

The research sample was selected using convenience sampling The expected number of questionnaires distributed was 300, with each question measured using a

5 point Likert scale The survey was conducted directly with domestic tourists who had traveled to Binh Quoi tourist area The survey was carried out from March 2020 to May 2020 The data were processed using SPSS 22 software, including assessing reliability using Cronbach’s alpha, conducting exploratory factor analysis (EFA) to identify influencing factors and performing linear regression analysis to determine the impact and magnitude of each factor

Research 3: Ha Nam Khanh Giao, Nguyen the Kim Ngan, 2021: Research to test the level of impact of destination image elements on the intention return of domestic tourists to Ba Ria – Vung Tau, by surveying 398 tourist areas guests Cronbach’s analysis method Alpha, EFA analysis with regression analysis Multiple regression is used with SPSS means Research results show that there are 7 cores The element that belongs to the destination image are the Environment (EN); Infrastructure (INF); Accessibility (AC); Recreational activities (LE); Affordable (PV); Travel Atmosphere (AMP) and Food (LF) have positive effects respectively to Domestic tourists’ return intention in Ba Ria – Vung Tau Research suggests one management implication for business enterprises Tourism businesses make business policies effective business, attracting tourists

This study has the following limitations: Domestic tourists interviewed in this study come from different provinces, which may partially limit the representativeness of the overall research The interview process faced difficulties as tourists were generally unwilling to spend much time answering questions, resulting in limited data quality Some factors related to destination imagery that impact tourists’ intention to revisit were not addressed in the model

Research 4: Vo Hong Phuong and Bich Hoa Truong, 2018: The feasible research conducted a study on 108 international tourists visiting Can Tho city to examine their destination selection motives The factor analysis method was employed to determine the impact of seven groups of tourism motives on international tourists’ decision to visit Can Tho city These groups were categorized into four push motives: Exploration and Discovery, Personal Needs, Rest and Relaxation, and Knowledge and Relationships; and three pull motives: Safety and Security, Attraction, and Activities and Events

Based on the research results, international tourists visiting Can Tho city are influenced by seven groups of tourism motives, which are categorized into four push motives: Exploration and Discovery, Personal Needs, Rest and Relaxation, and Knowledge and Relationships Among these, factors such as escaping everyday concerns, self-expression, mental and physical relaxation, and opportunities to explore new destinations have the strongest impact on the push motives of international tourists Additionally, there are three pull motives: Safety and Security, Attraction, and Activities and Events, which also have a significant influence on tourists’ decision to visit Can Tho city

Research 1: Factors that Affect Intention to Revisit of Tourists in Semarang by Nia Budi Puspitasari1, Susatyo Nugroho Widyo Pramono, and Afrizal Eka Rahmadhika, (2018)

This study was created with 45 domestic tourists who were visiting Semarang from outside the city Out of the 45 tourists, 26 stated that they did not have any intention to revisit Semarang in the future The reasons given by these travelers for not wanting to revisit were related to their dissatisfaction with the existing tourism offerings in the city It is known that satisfaction plays a crucial role in influencing tourists’ intention to revisit a destination Therefore, if travelers are not satisfied, it can lead to their reluctance to return to Semarang in the future The purpose of this study was to identify the factors that influence tourists’ intention to revisit Semarang

The variables examined in this study were perceived quality, perceived value, satisfaction, and intention to revisit The sample for the study consisted of 100 tourists who came from outside Semarang and had visited the city within the past two years The findings revealed that perceived quality indirectly affected both satisfaction and intention to revisit, with perceived value playing a mediating role in this relationship Additionally, perceived value had a significant positive impact on both satisfaction and intention to revisit Furthermore, satisfaction was found to have a significant positive effect on the intention to revisit

Source: Nia Budi Puspitasari1, Susatyo Nugroho Widyo Pramono, and Afrizal Eka

Rahmadhika (2018) Research 2: Investigating the Factors that Enhance Tourists’ Intention to Revisit Touristic Cities A Case Study on Luxor and Aswan in Egypt by Hussein Magdy Hussein, Eman Mohamed Abdel Salam, Hazem Rasheed Gaber (2020)

This study focuses on examining the factors that contribute to tourists’ intention to revisit popular tourist cities The Theory of Planned Behavior (TPB) is employed as a framework to predict tourists’ intention to revisit these destinations

An online questionnaire was used to collect data from tourists who had previously visited two tourist cities in Egypt, namely Luxor and Aswan The responses of 373 visitors to Luxor and Aswan were analyzed using Structural Equation Modeling (PLS-SEM), and the proposed hypotheses were evaluated The findings reveal that the model has a strong explanatory power in understanding tourists’ intention to revisit In addition to the TPB variables, other factors were found to significantly influence the intention to revisit Specifically, the results indicate that electronic word-of-mouth (e-WOM) has a positive impact on tourists’ attitudes, perceived behavioral control, and subjective norms Tourists’ satisfaction also positively influences their intention to revisit and e-WOM Furthermore, perceived behavioral control has a positive influence on tourists’ intention to revisit This paper contributes to the academic literature by presenting a framework that explains tourists’ intention to revisit tourist cities It also provides practical implications for tourism marketers by offering guidelines to enhance tourists’ intention to revisit

Figure 2.4 Hypotheses and Conceptual Model

Source: Hussein Magdy Hussein, Eman Mohamed Abdel Salam, Hazem Rasheed

Gaber (2020) Research 3: Factors Influencing International Visitors to Revisit Bangkok, Thailand by Tun Thiumsak and Athapol Ruangkanjanases (2016)

In response to the growing competitiveness in the tourism market, this empirical study aims to identify the key factors that significantly influence visitors’ intention to revisit Bangkok in the future The study follows a quantitative research methodology, using a questionnaire as the primary tool to collect data for analysis A total of 189 international tourists were included in the sample for analysis Simple and multiple regression analyses were conducted to examine the key factors that predict revisit intention

The findings of the study suggest that several factors have a statistically significant impact on the intention of international tourists to revisit Bangkok These factors include perceived satisfaction with “accommodation,” “shopping,” and the

“attitude of Thai people,” overall satisfaction, perceived attractiveness of

Research gaps

Revisit intention is always an important factor in evaluating the attractiveness of a tourism destination, not only for international researchers but also for Vietnamese researchers who have made important contributions to the tourism industry The author has described the literature reviews in detail, but there are still some research limitations that cannot be ignored, such as the different time and location of the samples, and the non-probability data collection methods Representative studies by Nguyen Pham Hanh Phuc and Truong Quoc Dung (2021), and Nia Budi Puspitasari, Susatyo Nugroho Widyo Pramono, and Afrizal Eka Rahmadhika (2018) have been reviewed, and they identified factors such as destination image, tourist experience, environment, infrastructure, accessibility, recreational activities, affordability, and travel atmosphere that impact revisit intention The author observes that these elements primarily focus on the aspects related to the tourism destination of Da Nang, but have not yet concentrated on the aspects from the perspective of the tourists Therefore, this is the research gap in tourism that the author wants to focus on and address in their study

Although previous studies have focused on tourists’ revisit intention, the analyses have not yet shown a strong connection between the various factors Past research has typically only focused on factors related to the tourism destination that attract visitors to return, but has not delved deeper into understanding tourists’ attitudes and behavioral intentions to revisit Recognizing this research gap, the author deems it necessary to focus on studying the factors influencing Ho Chi Minh

City tourists’ intention to revisit Da Nang, with a more updated data set compared to previous studies.

RESEARCH METHODS

Research process

As presented in the early chapters of the research, 2 main research methods will be used, but the main part is still the quantitative method to provide detailed evidence based on data Data will be collected directly and indirectly from tourists from Ho Chi Minh City to determine how the factors impact the intention to revisit tourism in Da Nang

May 2024 is the final time to conduct in-depth interviews with the respondents The survey has been conducted with a small group of tourists to refine the wording of the questions, in order to approach the participants easily and help them understand the objectivity of the research

After the sample is collected from the participants, the research process will involve a thorough screening and an assessment of the reliability using Cronbach’s Alpha coefficient The author will then conduct an Exploratory Factor Analysis (EFA) to analyze the factors, run an EFA regression model, and summarize the results of the research process The author has presented the research process in a diagram as outlined below:

Figure 3.1 Process of researching the topic

Source: suggested by the author

The main objective of the qualitative (định tính) research is to review the preliminary scale, and the author will apply the one-on-one interview technique with tourists in Ho Chi Minh City for testing purposes The part of refining the wording, eliminating or adding observed factors to perfect the measurement scale will be done The factors of DI (Destination Image), TS (Tourist Satisfaction), TA (Tourist Attitude), TM (Tourist Motivation), PQ (Perceived Quality), and RI (Revisit Intention) will be clarified by the author through discussions with the respondents

Through the official survey using the finalized questionnaire with tourists in

Ho Chi Minh City The data that the participants successfully collect through the QR code scanning or online forms will be entered into an Excel file After multiple rounds of data cleaning, the data will then be transferred into the IBM SPSS 20.0 software

Develop measuring scales and survey tables

3.2.1 Select the scale to use

Based on the theoretical foundation examined in Chapter 2, the definitions used in the research “Factors affecting tourist intentions to revisit Da Nang as a tourism destination” are inherited from the previous studies and models of Jalilvand

& Samiei (2012), Geng-Qing Chi and Xu (2013), Hsu and Sheu (2010), Bashar Aref Mohammad Al-Haj and Ahmad Puad Mat Som (2010), V Žabkar, M M Brenčič and T Dmitrović (2010), and Wu and Buhalis (2018)

The author refers to the original measurement scales from previous studies, and then adjusts and rewrites the wording to not lose the foundation that previous researchers have left

A 5-point Likert scale was used in the study to evaluate the factors affecting the intention to revisit Da Nang of travelers in Ho Chi Minh City This scale was used to determine the level of consistency between the participants and the statements The respondents were asked to reflect their personal opinions on a series of statements Each scale had five possible response options, from 1 being “Strongly Disagree” to

Table 3.1 Scale of influencing factors

Destination Image DI1 The destination is safe and secure DI2 The destination offers interesting places to visit DI3 The destination has beautiful scenery and nature

DI4 The destination has a pleasant climate DI5 The destination provides a worthwhile tourist destination Tourist satisfaction TS1 My visit to Da Nang was exactly what I needed

TS2 My visit to Da Nang is an interesting experience TS3 My decision to travel to Da Nang is a wise one

TS4.My visit to tourism in the city of Da Nang City exceeded the expectation PS5 I am overall satisfied with my visit to

Sun, Geng-Qing Chi and

Xu, (2013);Kani et al., 2017;Agyeiwaah et al., 2016)

Tourist attitude TA1 Revisiting Da Nang for travel is very enjoyable for me TA2 Revisiting Da Nang for travel is very pleasant for me

TA3 Revisiting Da Nang for travel is very

Han, Hsu and Sheu, (2010); Cheng, Lam and Hsu, (2006) interesting for me TA4 Revisiting Da Nang for travel is very satisfactory for me TA5 Revisiting Da Nang for travel is very worthwhile for me Travel motivation TM1 My motivation for visiting Da Nang is the culture, arts and traditions TM2 My motivation for visiting Da Nang is an affordable tourist destination TM3 My motivation for visiting Da Nang is to enjoy the outstanding scenery

TM4 My motivation for visiting Da Nang is festivals and events TM5 My motivation for visiting Da Nang is the standards of sanitation and cleanliness at destinations

Mohammad, Bashar Aref Mohammad Al-Haj, and Ahmad Puad Mat Som (2010)

Perceived quality PQ1 Tourist destination in Da Nang City is easy

V Žabkar, M M Brenčič and T Dmitrović (2010) to come PQ2 The accommodation provided in Da Nang is a good experience

PQ3 Da Nang has safe and comfortable feeling for me

PQ4 Tourist destinations in Da Nang City have diverse outdoor activities

Revisit intention RI1 I intend to visit Da

Nang City again in the near future

RI2 I plan to revisit Da Nang City in the near future

RI3 I will say good things about tourism in

Da Nang to friends and relatives

RI4 I would advise friends and relatives to travel Da Nang

Huang and Hsu, 2009; Zhang, Wu and Buhalis (2018)

Qualitative research results show the factors: Destination image, Tourist satisfaction, Tourist’s attitude, Travel motivation, Perceived quality have an impact on the intention to return to the tourist destination of Da Nang City of domestic tourists in Ho Chi Minh City

The research includes 6 scales with 28 observed variables expressed through

Destination image is measured through 05 observed variables denoted as DI1, DI2, DI3, DI4, DI5

Tourist satisfaction is measured through 05 observed variables denoted as TS1, TS2, TS3, TS4, TS5

Tourist attitude is measured through 05 observed variables denoted as TA1, TA2, TA3, TA4, TA5

Travel motivation is measured through 05 observed variables denoted as TM1, TM2, TM3, TM4, TM5

Perceived value is measured through 04 observed variables denoted as PQ1, PQ2, PQ3, PQ4

Revisit intention is measured through 05 observed variables denoted as RI1, RI2, RI3, RI4

The author constructed a 5-point Likert scale with the following response options:1 = Completely disagree, 2 = Disagree, 3 = Neutral, 4 = Agree, 5 Completely agree

In-depth interviews were used in this research to evaluate and adjust the content of the questions as well as the response format, in order to ensure compatibility with the domestic context The questionnaire was established using a

QR code (Google Form) and sent to tourists in Ho Chi Minh City The questionnaire consisted of 3 parts – introduction, content, and personal information – and utilized a 5-point Likert scale.

RESEARCH RESULTS

Data Analysis

The research subjects are domestic tourists in Ho Chi Minh City who have previously visited tourist attractions in Da Nang

Through the data collection process using Google Forms, the authors were able to collect 325 survey samples, of which 314 responses met the criteria and were used in the data analysis process

4.1.1.2 Descriptive Statistics for qualitative variable

Descriptive statistics for the 314 survey samples are presented in the table below

Table 4.1 Summary of statistical data describing qualitative variables

From 25 to 35 From 36 to 45 Over 45

Manager Office worker Housewife Other

10 to 20 million VND Over 20 million VND

17,8 15,0 35,0 32,2 Number of times to experience traveling to Da

Regarding gender: The number of domestic tourists surveyed in Ho Chi Minh City is 314, of which 48.4% are male tourists and 51.6% are female tourists

Regarding age: The data shows that the proportion of tourists under 25 years old is 22.7%, from 25 to 35 years old is 33.1%, from 36 to 45 years old is 21%, and over 45 years old is 18.2%

Regarding occupation: Retired tourists account for the smallest proportion at 7.6%, while office workers account for the largest proportion at 33.1%

Regarding income: The majority of domestic tourists have an income of 10-

20 million VND, accounting for 35% Tourists with an income of 5-10 million VND have the lowest proportion at 15%

Regarding the number of times experience tourism in Da Nang: 22% of tourists have visited Da Nang 2 times, 49% have visited Da Nang once, and 29% have visited Da Nang more than 3 times

4.1.2 Reliability of the measurement scale – Cronbach ’ s Alpha

Table 4.2 Results of scale reliability analysis

Scale Mean if Item Deleted

Scale Varience if Item Deleted

Crombach’s Alpha if item Deleted

Destination image (DI); Cronbach’s Alpha = ,847

Tourist satisfaction (TS); Cronbach’s Alpha = ,889

Tourist attitude (TA); Cronbach’s Alpha = ,836

Perceived quality (PQ); Cronbach’s Alpha = ,808

Revisit intention (RI); Cronbach’s Alpha = ,924

Based on Table 4.2, we can see that the Cronbach’s Alpha coefficients of all the scales are greater than 0.7, with the lowest being 0.808 for the Perceived Quality (PQ) scale This provides evidence that the scales used in the model are entirely appropriate and reliable In addition to evaluating the reliability of the scales through Cronbach’s Alpha, the researchers also paid attention to the item-total correlation coefficients of each observed variable within each scale

For the Destination Image (DI) scale, the results are very clear, as all the variables in the scale have values greater than 0.3, the lowest being the observed variable DI2 (0.547) and the highest being the observed variable DI4 (0.706)

For the Tourist Satisfaction (TS) scale, the item-total correlation coefficients of the observed variables all meet the minimum requirement for the observed variables to be suitable for the scale (> 0.3), with the lowest being the observed variable TS1 (0.687) and the highest being the observed variable TS4 (0.777)

For the Tourist Attitude (TA) scale, the item-total correlation coefficients of the observed variables are all greater than 0.3 (meeting the requirement), with the item-total correlation coefficients of the observed variables in ascending order being TA2 (0.537), TA1 (0.543), TA4 (0.598), TA3 (0.766), and TA5 (0.779)

For the Tourist Motivation (TM) scale, the item-total correlation coefficients of the observed variables in descending order are TM1 (0.587), TM4 (0.689), TM3 (0.703), TM5 (0.813), and TM2 (0.826), all of which are greater than 0.3

The item-total correlation coefficients of the observed variables in both the Perceived Quality (PQ) and Revisit Intention (RI) scales also meet the standard, with the lowest being the observed variable TE (0.656) of the Perceived Quality scale and the observed variable RI3 (0.771) of the Revisit Intention scale

Therefore, we can see that the observed variables in the study all have very good correlations with the overall variables

Table 4.3 Results of KMO and Bartlett’s tests of independent scales

Kaiser-Meyer-Olkin Measure of Sampling

Component Initial Eigenvalues Extraction Sums of Squared Loadings

Total % of Variance Cumulative % Total % of Variance Cumulative %

Based on the results of the KMO and Bartlett’s test, we can see that the KMO coefficient is 0.876 (within the range of 0.5 to 1) In addition, the Bartlett’s test value meets the standard (sig = 0.000 < 0.05) Therefore, we can see that the 28 observed variables of the independent variables fully meet the conditions to conduct the Exploratory Factor Analysis (EFA)

Based on the “Exploratory Factor Analysis (EFA) results” table, the 28 observed variables of the independent scales were evenly distributed into 5 factors However, to verify that the 28 observed variables are divided into 5 factors appropriately, we need to pay attention to the results of the Eigenvalue coefficient and the total extracted variance Using the Varimax factor rotation and the principal component analysis method, the research results show that the Eigenvalue coefficient is 1.459 (> 1) and the total extracted variance is 66.077% (> 50%), meaning that the division of the 28 observed variables into 5 factors is completely appropriate In the next step, we will explore which observed variables are grouped into the same factor and whether this matches the initial expectations of the research model

Table 4.4 Results of EFA exploratory factor analysis

Based on the table above, we can see that the 28 observed variables of the independent variable scales all have factor loadings greater than 0.5, so all of these observed variables meet the criteria and are included in the 5 factors as follows:

- The Destination image (DI) scale includes the variables DI1, DI2, DI3, DI4 and DI5 distributed into the same factor group, so we can conclude that there is no change in the lecturer capacity scale according to initial expectations

- The Tourist motivation I scale includes the variables TM1, TM2, TM3, TM4 and TM5 distributed into the same factor group, so we can conclude that there is not any change in the motivation lecturer capacity scale according to initial expectations

- The original Tourist attitude (TA) scale included the variables TA1, TA2, TA3, TA4 and TA5 distributed into the same factor group, so we can conclude that there was no change for the lecturer capacity scale according to initial expectations

- The Tourist satisfaction scale (TS) includes the variables TS1, TS2, TS3, TS4 and TS5 included in the same factor group, so it can confirm the original structure of TS, all important variables are maintained

Discuss the regression results

The initial proposed model had 5 independent variables: Destination image (DI), Tourist satisfaction (TS), Tourist attitude (TA), Travel motivation (TM), Perceived quality (QP), including 28 observed variables that impact the Revisit intention variable which includes 4 observed variables Through 2 analysis models, the Cronbach’s Alpha reliability and Exploratory Factor Analysis (EFA), no observed variables were excluded Subsequently, the regression analysis results proved that all the indicators met the requirements, so the variables Destination image (DI), Tourist satisfaction (TS), Tourist attitude (TA), Travel motivation (TM), Perceived quality

(QP) all have a profound impact on Revisit intention (RI) Finally, the research model did not change compared to the initially proposed research model This study includes

6 concepts: Destination image (1) Tourist satisfaction (2), Tourist attitude (3), Travel motivation (4), Perceived quality (5), Revisit intention (6) The Cronbach’s Alpha reliability test results showed that most of the independent and dependent variables achieved a high level of reliability, meeting the conditions for further analysis The EFA factor analysis also confirmed that most of the observed variables met the set standards Therefore, the research model with 5 independent variables is determined to have an impact on the dependent variable RI, which is completely reasonable

This research shows that the measurement scales developed and applied globally can be adjusted and supplemented to be used effectively in Vietnam, especially in the Ho Chi Minh City area The thesis contributes to the global measurement system of the factors affecting the intention to revisit tourism in the Vietnamese tourism market Furthermore, the thesis also encourages more in-depth research in the field of tourism, in order to make practical contributions to the development of the industry

4.2.1 The relationship between revisit intention and destination image

The research topic has found a positive relationship between revisit intention and destination image at a 1% significance level This research result is consistent with the study of Mohammad Bader Badarneh and Ahmad Puad Mat Som (2011) when this group of authors also argued that destination image has a reasonable influence on revisit intention They also pointed out that the overall destination image can significantly predict revisit intention This proves that positive images will influence tourists to consider revisiting and recommending the destination to others

Additionally, the study by Qu et al (2011) indicated that destination image has a significant positive impact on tourism preferences Destinations with positive and strong images will influence tourists’ revisit intention and attract tourists to plan to revisit This provides positive suggestions for relevant organizations in the city of

Da Nang A factor of Da Nang’s destination image being safe, friendly, and clean will create great confidence among domestic tourists from Ho Chi Minh City

4.2.2 The relationship between revisit intention and tourist satisfaction

The research topic has found a significant positive relationship at the 1% level of significance between students’s decisions to choose online courses and instructor competence This finding is also consistent with a previous study conducted by Yi (1991), which found that people who feel satisfied with their trip are more likely to return to the same travel destination or recommend it to those around them

Ranjbarian and Pool (2015) conducted a study that showed a close relationship between tourist satisfaction and their intention to revisit Satisfaction from a previous experience in Da Nang not only has a direct impact, but also indirectly affects the intention to return to tourism through strongly influencing future tourism attitudes This result highlights the important role that tourist satisfaction with their experiences in Da Nang will bring long-term benefits to the city’s long-term tourism development Therefore, improving service quality to create pleasant and memorable experiences for tourists is necessary to increase the number of tourists returning to Da Nang

4.2.3 The relationship between revisit intention and tourist attitude

The relationship between tourist attitudes and intention to revisit is closely related and has been applied through the TPB theory in various behavioral domains Armitage and Conner (2001) found that tourist attitudes account for 49% of the variance in behavioral intention, and the correlation between attitude and intention to revisit is highly significant

There are also some similarities with the research of Huang Songshan (2006), who stated that tourist attitudes are a predictive factor for revisit behavior and one of the determinants of tourism behavior Comparing with the research results of this topic, we can see that at the 99% confidence level, tourist attitudes towards a particular behavior (in this case, the intention to revisit) occupy an important part in whether tourists have the behavioral intention to do so or not In summary, the positive relationship between tourist attitudes and intention to revisit can be understood through the fact that positive attitudes towards revisiting a destination will tend to lead to the choice to return to the destination or speak positively about it to those around them

4.2.4 The relationship between revisit intention and Travel motivation

Travel motivation has been one of the main focuses of tourism research for many decades However, some past studies on motivation have often mainly targeted Western tourists Specifically, according to a study conducted by Baloglu (1996) in

4 Mediterranean countries, the findings showed that travel motivation has a strong and positive correlation with the intention to revisit However, the motivations of increasing relationships, increasing social interactions, and escaping from everyday life did not show a particularly significant relationship with the intention to revisit Furthermore, a study in Hong Kong by Huang & Hsu also suggested that the most important aspect of travel motivation for Beijing tourists in their revisit behavior to Hong Kong was shopping and relaxation

In summary, the positive relationship between revisit intention and travel motivation can be explained by the fact that the more motivation tourists have in their tourism activities, the more likely they are to revisit Factors such as satisfying curiosity, encouragement from those around them, increasing knowledge, and being attracted by culture, history, and scenery all have significance for the intention to revisit

4.2.5 The relationship between revisit intention and Perceived quality

The results of this research provide evidence for the role of perceived quality in the intention of tourists to revisit Da Nang, with a significance level of 1% This finding supports the results of empirical research related to this issue in the context of Slovenia, where Žabkar & colleagues (2010) affirmed the positive role of perceived quality on tourists’ revisit intention This is also similar to the research of Chen & Tsai (2007), in assessing the relationship between perceived quality, satisfaction, and tourists’ behavioral intentions These authors also pointed out that perceived value has a positive impact on tourists’ revisit intention Therefore, perceived quality is considered an important indicator explaining tourists’ intention to return

In summary, the factor of perceived quality is explained by how tourists perceive the characteristics of the Da Nang tourism destination If tourists are satisfied with the quality of convenience in transportation, accommodation, safety, and the diversity of outdoor activities, all of these have significance for their intention to revisit

Chapter 4 focused on exploring and analyzing the data collected through the investigation using the following tests: descriptive statistics, reliability analysis of the measurement scale using Cronbach’s Alpha coefficient, exploratory factor analysis (EFA), Pearson correlation analysis, multiple linear regression, testing for model assumptions, normal distribution of residuals, and analysis of mean differences between populations The research results show that the measurement scales used in the model have high reliability and ensure the explanatory power of the multiple linear regression model Through the multiple linear regression model, it was concluded that all 5 out of 5 independent variables have a positive impact on the intention to revisit Danang tourism of Ho Chi Minh City tourists Specifically, at a 99% confidence level, destination image, tourist satisfaction, tourist attitude, travel motivation, and perceived quality have a positive relationship with the intention to revisit Da Nang tourism of Ho Chi Minh City tourists.

CONCLUSION AND RECOMMENDATIONS

Conclusion

Research in the field of attracting tourists is always an important issue for managers or marketers of specific tourist destinations, as tourism is always considered an important economic sector for a country It not only contributes to economic growth, but is also a means of promotion for a specific tourist destination or even the whole country

The revisit rate of a specific destination is of great importance to the management of tourism companies, hotels and restaurants, and managers related to the Da Nang tourist destination because with the development of the tourism industry, the level of competition between tourist destinations is very high Appropriate policies need to be in place to attract tourists to return, so the purpose of this study is to help managers or managers of tourism-related services better understand the intention to return to Da Nang tourism for Ho Chi Minh City tourists

After collecting data through non-probability and convenient surveys by scanning QR codes to the form, the author filters and outputs the data to analyze 314 observation samples The author conducts a discriminant analysis of qualitative variables (age, gender, occupation, etc.) using ANOVA and independent T-test methods to measure the factors affecting the intention to return to Danang tourism

The research results show that with a 99% confidence level, all 5 factors have an influence on the intention to return to Da Nang tourism of Ho Chi Minh City tourists, and are arranged in order of influence based on the standardized beta coefficient as follows: destination image (0.121), tourist motivation (0.134), tourist satisfaction (0.288), perceived quality (0.289), tourist attitude (0.355) on the dependent variable RI.

Management implications

Based on the research results, it is found that destination image truly affects the intention of tourists to revisit Da Nang City This means that tourists’ intention to revisit or not revisit a destination depends on the destination image of Da Nang at that time

In the future, if the destination image needs to be improved, the tourism management authorities in Da Nang need to renovate, invest in new restaurants, hotels, and tourist attractions in the city to create a fresh and impressive image for tourists Not only do the physical infrastructure factors need to be improved, but the factors ensuring the safety of tourists should also be prioritized so that they feel more secure when deciding to revisit Da Nang

The core of this factor is to help tourists know and realize that Da Nang is a destination truly worth revisiting The role of marketers is therefore extremely important They should know the strengths of Da Nang as a tourist city (for example, having beautiful beaches, modern infrastructure, civilized people, favorable climate, etc.) to develop promotional strategies for the tourism destination or create activities and events for Da Nang At the same time, it is also necessary to enhance the awareness of the positive image of Da Nang as a tourist destination through tourism promotion activities (through films, official media channels, word-of-mouth on the Internet, or through travel agencies)

Based on the data, it is clear that tourists’ intention to return to travel is due to their satisfaction from their previous travel experience

The tourism management authorities in Da Nang need to improve the quality of services in areas such as tour operations, transportation, accommodation, food and beverage, entertainment, information, and guidance to fully meet the needs of tourists To achieve this, they need to continuously update and incorporate feedback and suggestions from tourists, as this is the fastest way to understand their desires and expectations By understanding their customers, the managers will be able to implement appropriate improvements to satisfy the tourists Positive experiences in

Da Nang will be the motivation that encourages tourists to return, and they will also serve as a reliable and effective promotional tool for potential customers

The research results have confirmed the mediating role of the attitude factor in the intention to revisit Additionally, from these findings, we can also understand that tourists’ revisit intention is influenced by social opinions or those of important people The reference perspectives of society can potentially help tourists develop a positive attitude towards revisiting Da Nang Therefore, for the tourism management authorities in Da Nang, enhancing tourist attitudes is crucial to increase the likelihood of their return visits Social influences and opinions of important referents also impact tourist revisit intention Leveraging positive word-of-mouth and building a favorable social perception of Da Nang as a destination can help shape tourist attitudes The tourism manager should focus on continuously gathering tourist feedback, understanding their evolving needs and preferences, and making targeted improvements in service quality across various aspects like transportation, accommodation, dining, entertainment, etc This will help enhance tourist attitudes and revisit intentions

Tourism marketers and managers in Da Nang need to pay attention to what tourists are most interested in when they visit Da Nang Understanding the motivations of tourists is the direction to be able to develop appropriate policies, focusing on things that increase tourism motivation Specifically, here is promoting new or less popular tourist attractions to satisfy the curiosity and desire to learn more of tourists The strength of Da Nang is its beautiful beaches, and in addition to keeping the scenery always beautiful, there need to be more novel activities related to the sea such as organizing competitions on water sports, music events along the beach, sponsoring or promoting recreational activities related to the sea In addition to developing aspects that increase tourism motivation, surveying opinions to create motivation for tourists is also a decent option

These things imply that businesses, policymakers, and local governments in the Central Highlands provinces need to continuously improve the quality of destination services to enhance tourist satisfaction and their intention to return This needs to focus on sightseeing spots, the transportation system, amenities at the destination such as accommodation and dining, retail, etc., and activities for recreation, entertainment, and daily life for tourists

In addition to improving the quality of destination services, businesses and policymakers related to the tourism industry in Da Nang also need to implement other synchronized policies, such as strengthening the promotion and introduction of the destination and collaborating to develop tourism products.

Research limitations and suggest future research directions

The author’s graduation thesis is a study that has a certain degree of contribution in terms of practical and scientific aspects However, there are still a few limitations that remain, which future studies can explore and improve

The first limitation is the sample size of the study, as it has 314 respondents who are tourists in Ho Chi Minh City This sample size is still considered appropriate for analysis, but it only focuses on the group of tourists in the defined area of Ho Chi Minh City, and may not represent all tourists who want to return to the Da Nang tourism destination The author suggests that future studies can focus on a more extended location and increase the sample size to make the research more accurate

The results could provide more information if some demographic characteristics (gender, age, income, occupation) and travel experience (number of trips, length of stay, travel type, etc.) were combined in the analysis of this research

This is also a suggestion for subsequent studies to incorporate these characteristics to better understand the intention to return to tourism in Da Nang

In summary, based on the Beta coefficient (0.355) and the average value (2.78 to 4.28), it can be recognized that the tourist attitude factor has a very significant impact on the intention to return to tourism in Da Nang This may be a factor that future researchers can consider developing in subsequent research to improve the tourist attitude towards behavioral intentions, not only in returning to tourism, but also in other areas

Chapter 5 focuses on summarizing the research results achieved in Chapter 4, and from there proposing some management implications based on the research results Through this, we can conclude that in order to increase the intention to revisit the tourist destination of Da Nang by tourists from Ho Chi Minh City, it is necessary to focus simultaneously on the following issues: it is necessary to ensure the destination image and enhance tourist satisfaction In addition, objective factors from the tourists also really affect their intentions Finally, the research topic presents some limitations of the topic and the next development direction for the inheriting studies

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A1 Are you living and working in Ho Chi Minh City?

□ 1 Yes (continue survey) □ 2 No (stop survey)

A2 Have you ever traveled to Da Nang?

□ 1 Ever (continue survey) □ 2 Never (stop survey)

Please provide your personal information below by ticking v in the corresponding box:

B5 Number of times to experience traveling to Da Nang

III SURVEYING THE IMPACT LEVEL OF FACTORS ON THE DECISION TO RETURN TO DA NANG TOURISM OF HO CHI MINH CITY TOURISTS:

Please indicate your level of agreement with the statements below:

1- Totally disagree; 2- Disagree; 3- Normal; 4- Agree;

Mark an X in the box that you think is most appropriate

Please indicate your level of agreement with the statements below by ticking the corresponding box as defined below:

Totally disagree Disagree Normal Agree Totally agree

The destination is safe and secure

The destination offers interesting places to visit

The destination has beautiful scenery and nature

4 The destination 1 2 3 4 5 has a pleasant climate

The destination provides a worthwhile tourist destination

Nang was exactly what I needed

My visit to Da Nang is an interesting experience

My decision to travel to Da Nang is a wise one

My visit to tourism in the city of Da Nang City exceeded the expectation

I am overall satisfied with my visit to Da Nang City

Revisiting Da Nang for travel is very enjoyable for me

Revisiting Da Nang for travel is very pleasant for me

Revisiting Da Nang for travel is very interesting for me

Revisiting Da Nang for travel is very satisfactory for me

Revisiting Da Nang for travel is very worthwhile for me

My motivation for visiting Da Nang is the

My motivation for visiting Da Nang is an affordable tourist destination

My motivation for visiting Da Nang is to enjoy the outstanding scenery

My motivation for visiting Da

Nang is festivals and events

My motivation for visiting Da Nang is the standards of sanitation and cleanliness at destinations

Da Nang City is easy to come

The accommodation provided in Da Nang is a good experience

Da Nang has safe and comfortable feeling for me

Da Nang City have diverse outdoor activities

Da Nang City again in the near future

Da Nang City in the near future

I will say good things about tourism in Da

Nang to friends and relatives

I would advise friends and relatives to travel Da Nang

Sincerely thank you! Wishing you have good work.

Minimum Maximum Mean Std Deviation

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2 TESTING THE RELIABILITY OF THE SCALE THROUGH CRONBACH'S ALPHA COEFFICIENT

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Kaiser-Meyer-Olkin Measure of Sampling

Std Error of the Estimate

1 816 a 666 660 39766 1.646 a Predictors: (Constant), TE, TM, TS, TA, DI b Dependent Variable: RI