Effect of tourist satisfaction on revisit intention in Can Tho City, Vietnam

Figures & data

Figure 1. Proposed research model by the authors (2023).

Table 1. Profile of responders.

Variables		Frequency	%
Gender	Male	140	46.7
	Female	160	53.3
Age	Under 20 years old	60	20.0
	20–29 years old	145	48.3
	30–39 years old	40	13.3
	40–49 years old	31	10.3
	Above 50 years old	24	8.0
Education Level	Below high school	38	12.7
	High school	69	23.0
	College/University	166	55.3
	Postgraduates	27	9.0
Occupation	Student	152	50.7
	Lecturer	7	2.3
	Business	70	23.3
	Worker/Officer	53	17.7
	Retired	18	6.0
Area	Northern Vietnam	22	7.3
	Central Vietnam	9	3.0
	Southern Vietnam	245	81.7
	Foreign	24	8.0

Table 2. Behavior background of tourists.

Variables		Frequency	%
Number of times traveling	Under 2 times/years	160	53.3
	2–4 times/years	103	34.3
	Above 4 times/years	37	12.3
Travel companion/s	Alone	24	8.0
	Lover	46	15.3
	Friends/colleagues	94	31.3
	Family	136	45.3
Purpose of travel	Leisure	276	92.0
	Business	7	2.3
	Visiting relatives/friends	17	5.7
Length of stay	Under 2 nights	85	28.3
	2–4 nights	172	57.3
	5–7 nights	30	10.0
	Above 1 week	13	4.3
Transportations	Motorbike	82	27.3
	Car	68	22.7
	Coach	79	26.3
	Plane	68	22.7
	Ship	3	1.0

Table 3. Test reliability of variables.

Items	α	Mean
Cultural Contact	0.877	4.28
Perceived Value	0.816	4.14
Service Quality	0.842	4.19
Green Practices	0.833	4.14
Novelty Seeking	0.817	4.23
Tourist Satisfaction	0.852	4.28
Future Revisit Intention	0.853	4.26

Table 4. EFA for independent variables.

Variables	Items	Factor loading
CC	5	0.617–0.802
SQ	5	0.557–0.926
NS	4	0.731–0.841
GP	4	0.689–0.853
PV	3	0.711–0.868

Table 5. Results of model fit.

	Value	Required threshold	Research Model
Chi-square/df	1.775	<2	Matching
GFI	0.907	>0.9	Matching
CFI	0.953	>0.9	Matching
RMSEA	0.051	<0.08	Matching

Table 6. Results of validity and reliability test.

Construct	Items	CR	AVE
CC	5	0.877	0.589
SQ	5	0.843	0.518
GP	4	0.822	0.536
NS	4	0.801	0.501
PV	3	0.774	0.533

Table 7. Results of the hypothesis analysis.

Hypothesis	Explanation	Standardized estimate	P Value (Sig)	Results
H1	CC = > TS	0.455	***	Accept
H2	PV = > TS	0.286	***	Accept
H3	SQ = > TS		> 0.05	Reject
H4	GP = > TS	0.249	0.010	Accept
H5	NS = > TS		> 0.05	Reject
H6	TS = > FRI	0.896	***	Accept

Note: *** Sig < 0.001, Significant level at 95% (0.05).

Figure 2. The effect of Tourist Satisfaction determinants and Future Revisit Intention (Table 7).

Table A1. Research questionnaires.

Construct	Measured items
Cultural contact	I like learning about different cultures. I enjoy learning about the customs, rituals and lifestyles in Can Tho. I want to join in cultural activities in Can Tho. I want to spend time experiencing Can Tho’s culture. Cultural contact is important for my travel.
Perceived value	Product prices in Can Tho are reasonable. Can Tho is suitable for traveling. The climate in Can Tho is appropriate to enjoy this holiday. It is worth my time and effort to come here. I think Can Tho is suitable for many tourist segments.
Service quality	Staff is friendly and willing to serve guests. Staff knowledgeable about services offered. Staff meet my expectation. Services are provided quickly. Accommodation facilities are luxurious and modern.
Green practices	The hotel uses a key card system to turn on and off the electricity. The hotel uses filtration systems to use water efficiently. The hotel informs about housekeeping upon request. Most destinations in Can Tho offer eco-friendly products. In general, hotels and locations in Can Tho are environmentally friendly.
Novelty seeking	I find new experiences when visiting Can Tho. I can enjoy the unique and diverse local cuisine. I can receive new things from the locals. Experiencing activities in Can Tho gives me an interesting and new feeling. Can Tho is a place with many things for tourists to discover.
Tourist satisfaction	I am satisfied with the tourist sites in Can Tho. My needs were met when I came here. Traveling to Can Tho is the right decision. I feel satisfied with what I spent. In general, I have an amazing tour here.
Future revisit intention	I will visit Can Tho many more times. I will come back to Can Tho the following year. I will stay longer than I planned next time. I look forward to revisiting Can Tho soon. I intend to visit Can Tho again on my next vacation.