The Direct and Indirect Effects of Times of Visits, Length of Stay, Push and Pull Factors on Tourist Loyalty through the Mediation of Tourist Destination Satisfaction A study of international leisure tourists in Ho Chi Minh City In Partial Fulfillment of the Requirements of the Degree of MASTER OF BUSINESS ADMINISTRATION In Finance By Mrs Nguyen Thi Mai Phuong ID: MBA06024 International University - Vietnam National University HCMC August 2014 The Direct And Indirect Effects Of Times Of Visits, Length Of Stay, Push And Pull Factors On Tourist Loyalty Through The Mediation Of Tourist Destination Satisfaction A study of international leisure tourists in Ho Chi Minh City In Partial Fulfillment of the Requirements of the Degree of MASTER OF BUSINESS ADMINISTRATION In Finance by Mrs Nguyen Thi Mai Phuong ID: MBA06024 International University - Vietnam National University HCMC August 2014 Under the guidance and approval of the committee, and approved by all its members, this thesis has been accepted in partial fulfillment of the requirements for the degree Approved: -Chairperson Committee member -Committee member Committee member -Committee member Committee member Acknowledge Foremost, I would like to express my very great appreciation to my advisor, PhD Mai Ngoc Khuong for his valuable and constructive suggestions during the research process His willingness to give his time so generously has been very much appreciated His patient guidance, enthusiastic encouragement and useful critiques helped me gain a lot of knowledge and experiences In addition, when I had some problems in the research process, Dr Khuong always gave me the exemplary advice, constant assistance and valuable support The help and guidance given by him time to time shall carry me a long way in the journey of life on which I am about to embark Secondly, I wish to acknowledge the help provided by my lecturers at School of Business Administration, Graduate programs, International University (Vietnam National University – Ho Chi Minh City) for their teaching, cordial support, valuable information and guidance All knowledge and experiences that I have learned in two years at the university here contributed very much to the completion of this study Furthermore, I also take this opportunity to express my special thanks to all my respondents, whose valuable information, precious time and support helped me to complete this research Last but not least, I am particularly grateful for the assistant given by my friends, Mr Quach Binh, Mr Nguyen Tan Thoi, … and my sister Ms Nguyen Thi Yen Phuong for helping me in collecting data Especially, I am grateful for the willing help of my dear husband and family Without all of their precious support, this research would not be possible i Plagiarism Statements I would like to declare that, apart from the acknowledged references, this thesis either does not use language, ideas, or other original material from anyone; or has not been previously submitted to any other educational and research programs or institutions I fully understand that any writings in this thesis contradicted to the above statement will automatically lead to the rejection from the MBA program at the International University – Vietnam National University Hochiminh City ii Copyright Statement This copy of the thesis has been supplied on condition that anyone who consults it is understood to recognize that its copyright rests with its author and that no quotation from the thesis and no information derived from it may be published without the author‟s prior consent © Nguyen Thi Mai Phuong/ MBA06024/ 2014 iii Table of Contents ACKNOWLEGDE i PLAGIARISM STATEMENT ii COPYRIGHT STATEMENT iii LIST OF TABLE viii LIST OF FIGURE ix ABSTRACT x CHAPTER I: INTRODUCTION 1 Background of the research Problem Statement 3 Research Question Research Objectives 4.1 General Objective 4.2 Specific Objectives Significances and Implications .4 Scope and Limitation CHAPTER II: LITERATURE REVIEW Push and Pull Travel Motivations 1.1 Definition and Concept 1.2 Travel Motivations Determinants 1.2.1 Push Determinant iv 1.2.2 Pull Determinant 10 Tourist Destination Satisfaction 11 2.1 Definition and Concept 11 2.2 Determinants of Tourist Destination satisfaction .13 Tourist Loyalty .14 Number of Visits 16 Length of Stay 19 Travel Motivations, Number of Visits, Length of Stay, Destination Satisfaction and Tourists Loyalty .20 Conceptual Framework 25 Hypotheses 26 CHAPTER III: METHODOLOGY 27 Research Process 27 Research Design 28 Target Sample .28 Sample Size 29 Data Collecting 29 5.1 Primary Data 29 5.2 Secondary Data 30 Questionnaire Design .30 Data Analysis 34 Reliability Test .36 Exploratory Factor Analysis (EFA) .38 9.1 EFA for Independent Variables 39 9.2 EFA for Mediate and Dependent Variables 41 v CHAPTER IV: DATA ANALYSIS AND FINDINGS 43 Sample Demographic .43 1.1 Gender .44 1.2 Age Group .45 1.3 Country 45 1.4 Relationship Status 46 1.5 Number of Visits to Vietnam 48 1.6 Party Composition 49 1.7 Travel Mode to Vietnam .49 1.8 Length of Stay in Vietnam 50 Descriptive Statistics 51 2.1 Push Determinant 51 2.2 Pull Determinant 53 2.3 Destination Satisfaction 54 2.4 Tourists Loyalty .56 Multiple Regression .58 3.1 Factors affect Destination Satisfaction .58 3.2 Factors affect Tourists Loyalty directly .60 3.3 Factors affect Tourists Loyalty indirectly through the mediation Destination Satisfaction 62 3.4 Relationship between Destination Satisfaction and Tourists Loyalty .64 Path Analysis 65 4.1 Direct Effect on Tourists Loyalty 66 4.2 Indirect Effect on Tourists Loyalty 66 4.3 Path diagram of Tourists Loyalty 66 vi CHAPTER V- DISCUSSTION AND RECCOMENDATION 69 Discussion of Findings 69 1.1 The Influence of Push, Pull Factors, Number of Visits, Length of Stay on Destination Satisfaction 69 1.2 The Influence of Push, Pull Factors, Number of Visits, Length of Stay, Destination Satisfaction on Tourists Loyalty 70 1.3 Summary of Research Findings 72 Recommendations for Ho Chi Minh and Vietnam Tourism .74 Conclusion 76 LIST OF REFERENCES 77 APPENDIX .91 vii List of Tables Table 1: Items of Measurement Scale 31 Table 2: Cronbach's Alpha of Variables 37 Table 3: KMO and Bartlett's Test of Travel Motivation attributes 39 Table 4: Factor Loadings and Reliability of Independent Variables 40 Table 5: KMO and Bartlett's Test of Mediate and Dependent Variables 41 Table 6: Factor Loadings and Reliability of Mediate and Dependent Variables 42 Table 7: Demographics of the Sample (Personal Information) 43 Table 8: Demographics of the Sample (Travel Information) 47 Table 9: Demographics of the sample (Length of stay in Vietnam) 50 Table 10: Descriptive Statistics of Push Factor 52 Table 11: Descriptive Statistics of Pull Factor 53 Table 12: Descriptive Statistics of Destination Satisfaction 55 Table 13: Descriptive Statistics of Destination Loyalty 56 Table 14: Pearson‟ Correlations between PUSFAC, PULFAC, Number of Visits, Length of stay and TODESA 58 Table 15: Coefficients between PUSFAC, PULFAC and TODESA 59 Table 16: Pearson‟ Correlations between PUSFAC, PULFAC, Number of visits, Length of stay and TOULOY 60 Table 17: Coefficients between PUSFAC, PULFAC, Number of visits and TOULOY 61 Table 18: Pearson‟ Correlations between PUSFAC, PULFAC, Number of visits, Length of stay, TODESA and TOULOY 63 Table 19: Coefficients between PUSFAC, PULFAC, Number of visits, TODESA and TOULOY 64 Table 20: Pearson‟ Correlations between TODESA and TOULOY 64 Table 21: Coefficients between TODESA and TOULOY 65 Table 22: Direct, Indirect and Total Causal Effects 66 Table 23: Results of the Research‟s Hypotheses 73 viii Relationship Between Number Of Visits, Length Of Stay, Travel Motivations, Destination Satisfaction and Tourists Loyalty 19 Cooper, D.R., & Schindler, P.S (2011) Business Research Methods, 11th edition New York: McGraw-Hill/Irwin 20 Crompton, J L (1979) Motivations for pleasure vacation, Annals of Tourism Research, (4), 408-424 21 Dann, G 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The information you provide will be kept confidential and only used for my study purposes Thank you for your time and support! I.DESTINATION SATISFACTION AND TOURISTS LOYALTY To which extent you agree with the below statements? Please circle only ONE appropriate number that best represents your agreement on a scale of 1-5 – Strongly Disagree – Disagree – Neutral – Agree – Strongly Agree ATTRIBUTES SATISFACTION AGREEMENT Low Middle High I am satisfied with the natural scenery and environment in Vietnam I am satisfied with the culture, history and art in Vietnam I am satisfied with the infrastructure and accessibility in Vietnam I am satisfied with entertainment activities in Vietnam I am satisfied with local cuisine I am satisfied with safety and security in Vietnam I am satisfied with affordable price in Vietnam The visit was exactly what I expected My choice to visit Vietnam was a wise one and worth my time and effort In general, I am satisfied with my decision to visit Vietnam DESTINATION LOYALTY I am happy to come back to Vietnam again Low Middle High 91 Relationship Between Number Of Visits, Length Of Stay, Travel Motivations, Destination Satisfaction and Tourists Loyalty I will try more tourist products and services in Vietnam in the future I will say good things about Vietnam to others 5 5 Vietnam remains my first choice, if I travel to Southeast Asia again In general, I will definitely return to Vietnam in the near future I will introduce the tourist products and services of Vietnam to anyone who seeks information about Vietnam I will encourage friends and relatives to come to Vietnam I will keep contact with the people that I know in Vietnam for the next time I visit II TRAVEL MOTIVATION To which extent you agree with the below statements? Please circle only ONE appropriate number that best represents your agreement on a scale of 1- – Strongly Disagree – Disagree – Neutral – Agree – Strongly Agree ATTRIBUTES AGREEMENT PUSH MOTIVATION (internal forces that push you from home Low Middle High to go travel) To escape from daily routine To visit a place that I have not visited before To learn something new and interesting To rest and relax physically To visit a destination which most people value, appreciate and recommend Low Middle High To have enjoyable time with my friends and/or family during travelling To meet new people and socialize with local community To fulfill my dream of visiting a foreign land/country 5 PULL MOTIVATION (forces of destination that pull you to travel to Vietnam) I choose Vietnam because it has beautiful natural scenery and landscape: Low Middle High beaches, forests, mountains, etc 92 Relationship Between Number Of Visits, Length Of Stay, Travel Motivations, Destination Satisfaction and Tourists Loyalty I choose Vietnam because it has many historical, cultural, art, and religious attractions I choose Vietnam because it has many festival/special events and activities I choose Vietnam because it provides good physical amenities: accommodation, transportation, and recreation facilities I choose Vietnam because it provides variety of food I choose Vietnam because it provides good value of tourist services 5 5 Low Middle High I choose Vietnam because it is an affordable tourist destination I choose Vietnam because it is a safe and easy access destination I choose Vietnam because it has warm and sunny weather In my country, children generally live at home with their parents until they get married III PERSONAL INFORMATION Your gender: ☐ Male ☐ Female Your age group: ☐ 60 Your nationality: ☐Asia ☐ US / Canada Your relationship status: ☐Single ☐31 - 40 ☐Europe ☐Married How many times have you visited Vietnam? Please specify: ……………… Who you travel with? ☐Alone ☐With others (friends and/or family) Travel mode to Vietnam: ☐Self-organized ☐Organized by tourist agency How many days you stay in Vietnam this time? Please specify: ……………… Thank you very much for your time and cooperation We wish you good time in Vietnam! 93 .. .The Direct And Indirect Effects Of Times Of Visits, Length Of Stay, Push And Pull Factors On Tourist Loyalty Through The Mediation Of Tourist Destination Satisfaction A study of international... between push and pull travel motivations, number of visits, length of Relationship Between Number Of Visits, Length Of Stay, Travel Motivations, Destination Satisfaction and Tourists Loyalty stay, destination. .. extent factors of times of visit, length of stay, push and pull factors directly and indirectly affect tourist loyalty toward Ho Chi Minh City Destination? ” Relationship Between Number Of Visits, Length