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

Abstract

The research goal is to identify the essential components of visitor satisfaction that influence future return intentions. The quantitative method and the deductive approach were implemented with a sample size of 300 tourists in Can Tho city, Vietnam after sending the survey questionnaire to 15 experts and receiving positive feedback within two weeks. The researchers used the main method to evaluate the data, which was structural equation modeling. The findings illustrated those three factors including cultural contact, perceived value, and green practices noticeably impact visitor satisfaction leading to their intention to visit again, with cultural contact being the most significant influence. At the same time, this helps researchers better understand the intention of tourists to return. Service quality and novelty seeking have negligible influence on tourists’ willingness to revisit the location. The valuable data of this study can inform tourism and hotel managers about their customer groups by encouraging visitors to engage in value-creating activities, cultural exposure and promotion of ideas related to green tourism. On the other side, this study contributes hospitality-related material resources for the following research and provides recommendations to create strategies for tourism regulators and hospitality businesses to promote visitor satisfaction and return.

IMPACT STATEMENT

This study aims to identify the essential components of tourist satisfaction that encourage repeat visits. The questionnaire was reviewed and received good feedback from more than ten experts after which the survey was conducted with 300 tourists coming to Can Tho city, Vietnam. Through structural equation modelling, the findings illustrated those three factors including cultural contact, perceived value, and green practices noticeably impact visitor satisfaction leading to their intention to visit again, with cultural contact being the most significant influence. This also helps academics understand visitor return intentions. Tourists’ inclination to return is unaffected by service quality and novelty. This study’s findings can help tourism and hotel management understand their customers by encouraging value-creating events, cultural exposure, and green tourism initiatives. This study provides necessary resources for future research and recommends strategies for tourism regulators and hospitality firms to increase tourist happiness and repeat visits.

Keywords:

• Hospitality
• intention
• tourism
• revisit
• Vietnam

JEL Classification Code:

• G32
• M10
• M30
• Z32

REVIEWING EDITOR:

• Len Tiu Wright
• De Montfort University Faculty of Business and Law
• United Kingdom

SUBJECT:

• Hospitality
• Tourism
• Sustainable Development

1. Introduction

Tourism pioneered hospitality services, starting with domestic tourists, travel, tours, and returning home. Tribe (2006) proposed that the tourist industry has an impact on other industries by bringing expertise and financial gains through hospitality. Customer satisfaction can be provided through hospitality in addition to the favorable perception of tourism products (Um et al., 2006). According to Agyeiwaah (2019) and Abubakar et al. (2017), this will have an impact on travelers’ plans to return to a tourist location. Because tourism is important to countries, more research is focusing on its growth. Quintal and Polczynski (2010), and Seetanah et al. (2020), indicate the motivating factors, guests’ satisfaction and their desire to return, which is crucial to the success of every tourist destination. According to various studies such as Manhas and Tukamushaba (2015) and Hu et al. (2021), the service quality of travelers might affect their satisfaction and repeat visit. The visitor will be motivated to return to the lodging facility by their subsequent satisfaction. Obonyo et al. (2013) found that the best levels of satisfaction come from several factors. Some of these factors have to do with the traveler and the environment of the place. It has also been stated in the literature on tourism that a visitor’s perception of the worth of a place can influence their level of satisfaction (Chen & Chen, 2010; Dayour & Adongo, 2015). Studies have shown that service quality promotes customers’ happiness, loyalty, and likelihood to return (Nazarian et al., 2021). Recognizing influencing factors on the desire to come back is crucial for facilitating frequent visits to a location. In hospitality literature, the decision to return to a venue is viewed as a dynamic option including several related elements. Thus, the research purpose is to determine the visitor satisfaction elements affecting future return intentions. Additionally, the study includes the following specific objectives: (1) To measure the level of satisfaction of visitors towards their return intention; (2) To find out what influences tourists’ feelings of satisfaction and desire to return; (3) To contribute hospitality-related material resources for the following research; (4) To provide recommendations to create strategies for tourism regulators and hospitality businesses to promote visitor satisfaction and return.

2. Theoretical framework and hypothesis

2.1. Tourist satisfaction theory

The service industry in general, including restaurants, hotels, and tourism, is very interested in and wants to bring satisfaction to their guests. Sumaedi et al. (2015) defined satisfaction as how a customer feels about their emotional state beginning with their assessment of the gap between what they expect and the service provider’s performance. Satisfaction differs from the actual quality of service in that it is the outcome of a thorough and accumulated assessment of both internal and exterior characteristics of the service (Yuda Bakti et al., 2020). One of the core values for building and implementing the marketing of a business is largely based on customer satisfaction as the foundation. According to Howard and Sheth (1969), satisfaction is defined as the buyer’s perceived feeling of being rewarded or dissatisfied with their sacrifice. Tse and Wilton (1988) describe satisfaction as an emotional state induced by comparing perceived discrepancies between past expectations and actual product performance. They feel satisfied when they get a commensurate experience with what they expect; the opposite is true for dissatisfaction.

2.2. Future revisit intention

Tourists increasingly have different needs and often come with different expectations and experiences when visiting a tourist destination. Baker and Crompton (2000) proved that return desire is the likelihood of a consumer turning an area or activity back. Chien (2017) argued that travelers are willing to return to the same place to have a pleasant experience and suggest it to friends in order to establish loyalty. Return intention is the eagerness to visit a place, establishment, or location repeatedly (Cole & Scott, 2008). According to Wang (2010), the expense of acquiring returning consumers is lower than that of acquiring new customers. Furthermore, Lehto et al. (2004) and Wang (2010) indicated in a previous study that repeat visitors spend more money and remain longer than those who visit for the first time. Martin et al. (2012) indicated that tourists will have a higher intention to visit again if the tourist attraction makes them satisfied with the environment and facilities. In a nutshell, returning to the same place several times is referred to as return intention, because of previous gratifying experiences, and to recommend that place to create loyalty and word-of-mouth.

2.3. Hypothesis development

2.3.1. Cultural contact

In their study, Chen and Rahman (2018) define cultural contact as tourists’ desire to interact with and learn about the culture of a place. Schortman and Urban (2015) stated that cultural contact occurs when there is an interaction between one group and another that does not have the same identity. According to Gnoth and Zins (2013), cultural contact research is the study of the purpose of experiences when tourists visit places of other cultures. Through cultural contact, tourists want to gain more knowledge about the cultures of their destination. Cultural contact affects tourists’ willingness to go to certain destinations. In addition, a tourist destination with an attractive culture will keep visitors coming back to experience many services it offers (Chen & Rahman, 2018). Cultural exposure significantly increases visitor satisfaction (Li & Liu, 2019).

• Hypothesis 1: Cultural contact noticeably affects Tourist satisfaction.

2.3.2. Perceived value

Globalized competition and increasingly demanding tourists are the hallmarks of today’s tourism environment. The tourism business now has a competitive edge due to its creation and transfer of value for travelers (Flagestad & Hope, 2001). Perceived value is a broad assessment of a product’s advantages based on pros and cons (Zeithaml, 1988). Satisfaction is positively influenced by perceived value (Samudro et al., 2020). Depending on the consumption situation, customers will look for different perceived values (Sheth et al., 1991). One study suggested that customer loyalty is significantly influenced by perceived value and satisfaction (Cronin et al., 2000). Research results by Gallarza and Saura (2006) indicate that the perceived value of visitors can motivate them to return in the future. The future behavioral intention has many components, two of which are the intention to recommend and the desire to come back, which is related to satisfaction (An et al., 2019). When consumers feel great value in their purchase, they are more likely to leave a positive comment and more likely to return (Chen & Chen, 2010).

• Hypothesis 2: Perceived value noticeably affects Tourist satisfaction.

2.3.3. Service quality

In the hospitality industry, service quality is crucial (Slack et al., 2020). Parasuraman et al. (1988) and Liu et al. (2020) define service quality as a function of the discrepancy between the customer’s perception of the actual service and what was expected while Tjiptono and Chandra (2008) defines service quality as meeting customer demands and delivering on expectations. Customers are happier when they receive high-quality service, according to many studies (Wantara, 2015). Visitors are more likely to return when their expectations have been satisfied or exceeded, according to research by Dabestani et al. (2016) and Zibarzani et al., 2022). According to a different survey of four-star hotel visitors, how well they think that the service’s quality has a direct impact on how likely they are to return to the property (Worsfold et al., 2016). Further, several previous studies have noticed that visitor pleasure significantly correlated with service quality (Hallak et al., 2017; Silvestri et al., 2017). So, the likelihood that a guest will revisit the same place is increased if they receive better service.

• Hypothesis 3: Service quality noticeably affects Tourist satisfaction.

2.3.4. Green practices

Thipsingh et al. (2022) found that the hotel industry is growing and people tend to pay more attention to sustainable tourism that does not harm the environment. Green practice is a hotel program to carry out activities to save energy, resources, reduce solid waste, reduce operating costs as well as protect the surrounding environment (Teng et al., 2013). Most green activities have been tested and found that they are particularly appreciated by tourists and have favorable effects on their satisfaction (Merli et al., 2019; Oroian et al., 2015). Han and Kim (2010) proved that the importance of customer satisfaction is greatly influenced by how organizations develop sustainable tourism. Moreover, a recent study on consumer satisfaction by Gerdt et al. (2019) stressed the critical role of conducting general sustainability orientation and specific sustainable measures. Businesses that implement green practices will greatly benefit in the areas of financial performance, marketing, and the environment (Kim et al., 2017). They can make their environmental activities public and provide detailed information about their eco-friendly practices (Millar & Baloglu, 2011). Research by Prud’homme and Raymond (2013) indicated that a focus on sustainable development makes customers more satisfied and increases the likelihood of returning to sustainability-oriented destinations and accommodations.

• Hypothesis 4: Green practices noticeably affect Tourist satisfaction.

2.3.5. Novelty seeking

Travelers are often motivated to travel by the desire to experience something new. The characteristics of novel occurrences that differ from regular life experiences are referred to as novelty (Thipsingh et al., 2022). The novelty-seeking theory offers a solid theoretical framework for understanding traveler-choosing behavior, and it has become essential in tourist decision-making since travelers’ need for novelty is natural (Cohen, 1979). Numerous definitions of novelty have been put out; however, the most prevalent one argues that it is typically the degree of variation between current experience and previous encounters, making it the inverse of an established routine (Jenkins, 1969; Judd, 1988; Pearson, 1970). It is well known that travelers make decisions based on their need for novelty, and travel is frequently prompted by people’s need for various forms of novelty (Lee & Crompton, 1992). Toyama and Yamada (2012) showed that travelers’ experiences that meet or exceed expectations of novelty may have positively affected tourists’ travel satisfaction. Therefore, the novelty was important to tourists’ perceptions and overall satisfaction.

• Hypothesis 5: Novelty seeking noticeably affects Tourist satisfaction.

2.3.6. Tourist satisfaction towards future revisit intention

The hospitality business has traditionally placed a premium on customer happiness. Satisfaction, according to Smith (2020), is an effective response that results from the mental processing of a situation. It has been argued that the level of satisfaction that visitors experience there sets strong standards for offering or visiting again (Soleimani & Einolahzadeh, 2018). According to Wu et al. (2015), visitor satisfaction may be one of the most crucial variables influencing their intentions to return. According to research by Yi et al. (2018), this satisfaction is a key element in creating favorable perceptions, luring additional visitors, and boosting visitor loyalty. A study by An et al. (2019) explored travelers’ intentions to return to Airbnb hosts and found experimentally that tourists’ happiness positively enhances their desire to do so. In hospitality research, satisfaction has been linked to visitor return (Breiby & Slåtten, 2018; Hasan et al., 2019).

• Hypothesis 6: Tourist satisfaction noticeably affects Future revisit intention.

The researchers have successfully built a proposed model (Figure 1) when synthesizing the literature review and hypotheses. Independent variables in the study are cultural contact (CC), perceived value (PV), service quality (SQ), green practices (GP) and novelty seeking (NS). Next, tourist satisfaction (TS) is the mediator variable and future revisit intention (FRI) is the dependent variable.

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

3. Methodology

3.1. Approach and instrument

The quantitative research method is built on the theoretical model proposed in Figure 1. Study design considers variables at a time point, so it is quite simple and economical, suitable for research (Neuman, 2014). Besides, the researchers used a deductive approach. Review the literature of previous studies, then test that theory through data analysis.

The researchers used primary data. The main data was collected from participants, by answering questions in a questionnaire on Google’s Forms platform. With a 5-point Likert scale, the researchers will measure respondents’ views on variables affecting visitor satisfaction and revisit, while the scale runs from 1 to 5.

3.2. Procedure

The survey was separated into three distinct parts. The first part questioned the demographic. The second part questioned independent variables. The third part questioned the intermediate variable and the independent variable. Part 2 and Part 3 were built on a 5-point Likert scale to ask questions of respondents.

Before sending the survey questionnaire (Table A1) to respondents, the researchers sent it to 15 experts and received positive feedback after two weeks. In addition to collecting online survey samples, the researchers also conducted in-depth interviews with 50 respondents at Ninh Kieu Quay, a hotspot in Can Tho. According to experienced researchers, the aim of conducting in-depth interviews is to obtain comprehensive details that illuminate a person’s viewpoint and the significance they attribute to a specific subject.

The researchers conducted the study during the planned study period of three weeks and collected data in Can Tho city. The population is mostly tourists in Can Tho. The sample is 300 tourists from that population. As a sampling method, non-probability sampling, particularly convenience sampling, was employed. To optimally save resources, the researchers selected suitable characteristics of tourists coming to Can Tho and conducted interviews with contactable people in hot tourist attractions. By introducing the topic and pledging confidentiality, respondents accepted and answered the survey. In addition, researchers also interviewed in-depth tourists from many regions of Vietnam and many countries around the world. Thereby, researchers can obtain survey responses and in-depth interviews practically and quickly. This is to increase the reliability of the results and the diversity of the sample in the study.

Trong and Ngoc (2008) proposed that observed samples should be five times the number of variables to get good results. In this study, there were 35 variables (35 × 5 = 175). Therefore, the sample size should be larger than 175.

After one month of data collection, the total number of observations collected was 333. After removing the unsuitable variables and based on the pre-set norm, the sample remaining is 300 observations.

Having collected data from the respondents, the researchers will encrypt the data in Microsoft Excel and process it in SPSS and Amos.

3.3. Data analysis

SPSS statistics version 20.0 and Amos were used with many analytical techniques to check reliability, reduce the model, and build the correlation relationship between variables. Firstly, descriptive statistics provide basic values to describe the characteristics of respondents more accurately and generally. Secondly, Cronbach’s alpha checks whether the decision variables have reached the confidence level. The scale is highly correlated when this indicator is high (Hair et al., 2010). Thirdly, exploratory factor analysis (EFA) tests the convergence of variables in the model. It will reduce the model by removing inappropriate variables and grouping observed variables by type. Fourthly, CFA stands for Confirmatory Factor Analysis, which reinforces the validity of EFA and considers the model’s goodness of fit before applying Structural Equation Modeling (SEM). Finally, SEM is a tool to identify, measure, and assess the model of determinants that affect the mediator variable leading to the independent variable. From there, the SEM model will identify and improve the theoretical model.

4. Findings

4.1. Demographics

Table 1 illustrates clearly the general information provided by respondents. A total of 300 survey participants traveled to Can Tho, Vietnam, including 46.7% males and 53.3% females. In addition, 20% of respondents were under 20 years old, and the ages of 20 to 29 accounted for 48.3%. The academic levels accounted for 55.3% of college/university students, 12.7% of lower high school students, 23% of high school students, and 9% of postgraduate students. The number of 152 students (50.7%) who joined in this survey consisted of 7 representing 2.3%, 70 businessmen representing 23.3%, 53 workers or officers representing 17.7%, and 18 retired people representing 6.0%. There were 245 tourists from Southern Vietnam (81.7%), 22 responses from Northern Vietnam (7.3%), 9 responses from Central Vietnam (3%), and 24 responses from foreigners (8%).

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

Through the demographic analysis, the bulk of respondents are adolescents from 20 to 29 years old in southern Vietnam with high academic levels. Table 2 displays that most tourists spend less than two times per year (53.3%) for leisure purposes (92.0%), and their length of stay is less than four nights (85.6%). Moreover, 45.3% of them often travel with their families by motorcycle (27.3%) and by coach (26.3%).

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

Based on the findings of in-depth interviews implemented with visitors hailing from a wide variety of regions within Vietnam as well as some nations, ‘The city has many attractive characteristics. I regret the fruit gardens’ green space, the local culture, and the people when I leave. I want to repeat my visit to Can Tho’ (Interview A). According to interview results, when queried, the majority of domestic and international travelers stated that Can Tho’s pleasant climate and efficient traffic are the primary reasons they and their families frequently choose to visit the city. Easily accessible by both road and air. The culture and people in this place are also unique. Moreover, interviewee B said: ‘Can Tho is a great place to visit since it is easy to get around and because the prices are reasonable’.

4.2. Reliability of scales

Reliability of factors affecting tourist satisfaction and future revisit intention were examined through Cronbach’s Alpha. In other words, this technique is used to ascertain whether the observed variable has the same concept as a factor. According to Nunnally and Bernstein (1994), Cronbach’s Alpha index and Corrected Item – Total Correlation must be larger than 0.6 and 0.3 respectively, to meet the method’s requirements. Table 3 demonstrates that the components of each scale satisfy the above two conditions. It is concluded that the scales are reliable. In addition, two scales including visitor satisfaction and future desire to return also meet the requirements and can continue to implement the following evaluation methods.

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

4.3. Exploratory factor analysis

After the scale has achieved reliability with 25 observed variables for 5 independent variables, the researchers performed factor analysis to consider the correlation of items across all factors. The researchers can discover that the observed variables load up many factors or incorrect classification of factors from the beginning and reinforce the model. The results the KMO index of independent, mediator and dependent variables are all greater than 0.5 (Kaiser, 1974), which is suitable for evaluating. Bartlett’s test has a sig index of 0.000 < 0.05, which indicates that having a correlation of variables in each factor. The total variance that these 5 factors extracted was 66.334% > 50% (Gerbing & Anderson, 1988) and the Eigenvalue > 1, showing that 21 observed variables could explain 66,334% of the data variation from the 5 extracted factors. Moreover, the factor loading coefficients in this analysis have practical significance with values larger than 0.5 (Table 4). The observed variables of the scale set meet the requirements and ensure convergence and discriminant.

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

4.4. Confirmatory Factor Analysis

Based on these results in Tables 5 and 6, the model reached a good fit before conducting SEM. Hu and Bentler (2009), the required criteria satisfy with the Chi-square indexes = 1.775, GFI = 0.907, CFI = 0.953 and RMSEA = 0.051. The scales are guaranteed reliability when Composite Reliability (CR) ≥ 0.7. All values of Average Variance Extracted (AVE) are greater than 0.5, proving that the factors are converging.

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).

4.5. Structural Equation Modeling

The SEM displays the model with a wide range of relationships regarding the independent, mediator and dependent variables. Table 7 and Figure 2 illustrate whether there is an impact or not between the variables in the model and their level of influence. The Chi-square (χ2/df) value is 1,843 < 3, the value of the Goodness of Fit Index (GFI) is 0.859 > 0.8 (Baumgartner & Homburg, 1996; Doll et al., 1994), the Comparative Fit Index (CFI) value is 0.927, greater than 0.9 and the Root Mean Square Error of Approximation (RMSEA) values 0.077, less than 0.08. The results show the appropriate model when evaluating the relationships between the variables in the initial model by hypothesis testing.

There are 3 out of 5 independent variables including CC, PV and GP all progressively affect the satisfaction of travelers when sig are respectively ***, *** and 0.010 < 0.05 (the significant level at 95%). In particular, the sharpest influencing factor is CC with a standardized regression weight of 0.455. The satisfaction of tourists was not drastically affected by service quality or novelty seeking (p > 0.05), so the arrows that indicate a direct link between them and satisfaction were removed from the model. The findings demonstrate a positive and dramatic connection between visitor satisfaction and promoting travelers back to tourist attractions in the future (p=***, standardized estimate = 0.896). These indicate that three independent factors including CC, PV and GP have a strong impact on tourist satisfaction, and that satisfaction has a positive influence on the intention to return to visit in the future. As a result, tourist satisfaction is the mediator variable showing the indirect impact of independent factors on tourist repeat visits.

Compared with the initial model, after analyzing, the researchers accept 4 out of 6 hypotheses including H1, H2, H4 and H6, and reject H3 and H5. Moreover, the Squared Multiple Correlations of TS is 0.759, which means TS variation is affected by 75.9% by 3 variables (CC, PV and GP). Next, TS has a predominant impact (80.2%) on the change of the dependent variable (FRI) with the R-squared value of 0.802 (Figure 2).

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

5. Discussion and implications

In tourism, it is essential to ensure travelers experience unlimited satisfaction, which influences their decision and intention to return as well as their positive travel reviews. The findings of this study demonstrate that the factors of cultural contact, perceived value, and green practice have a strong and positive effect on tourists’ intentions to return to their location, with cultural contact being a significant influence. The other two factors, service quality and novelty seeking have negligible influence on tourists’ willingness to visit the location again. The results of this study have far-reaching implications, both theoretically and practically.

5.1. Theoretical contributions

Research has found many factors affecting tourists’ willingness to travel back to their destination. Furthermore, it builds on the results of many previous studies, so it provides a comprehensive review of the existing literature. All factors have been found to either promote or discourage tourists from returning to their destination.

The findings indicate that the largest factor influencing tourists’ intentions to return to the place is cultural contact. According to research findings, many visitors choose to visit Can Tho because it has a unique and different culture, so they are interested in learning more about Can Tho’s culture. According to Reisinger (2011), tourists interested in culture seek to experience the diversity and ambiance of cultural products as well as their uniqueness, quality, reliability, and originality; they also want to learn something new and expand their knowledge. The findings of this study may inform tourism and hotel managers about their clientele by encouraging travelers to engage in creative activities, engage in cultural contact, and promote travel-related ideas. This result is entirely consistent with the earlier research by Li and Liu (2019). This emphasizes how crucial cultural contact is in producing memorable travel experiences, which raises satisfaction and motivates travelers to make additional trips.

Perceived value is an indispensable factor in the factors affecting tourist satisfaction, in agreement with what was found in this study. The study’s conclusions show that visitor perceptions of value have a significant influence on how satisfied they are and how likely they are to visit their destination again. This is in accordance with Chen and Chen (2010) findings, who investigated how visitors perceived value when visiting a heritage site in Taiwan and how value affected pleasure and behavioral intentions. Target marketers should take perceived values into account while creating products and services, as the values perceived by tourists influence their satisfaction and referrals to others. According to the study’s findings, an important predictor and influencer of visitor contentment and inclination to return is perceived value.

The current study proved that guests’ interest in green practices plays a crucial role in creating positive attitudes and satisfaction. According to Rahman and Reynolds (2017), tourism facilities rate their use of green practices more favorably when they are more concerned about the environment. The findings were similar to the researchers’ previous findings, which indicated that visitors are more inclined to support and exhibit steadfast allegiance to hotels that use green practices (Berezan et al., 2013; Xu & Gursoy, 2015). The results revealed that the green practices of hotels had a major impact on visitor loyalty. With the industry’s high level of competition and consumer pressure, hoteliers need to pursue sustainable development more holistically and deeply.

According to the research data, service quality and novelty seeking had no appreciable impact on tourist satisfaction in Can Tho. This is similar to the previous study by Polas et al. (2022), in which the relationship between service quality and customer intention to return is not mediated by customer pleasure. Most tourists coming to Can Tho are young people who come for a short time. They choose inexpensive tourist destinations to save costs, especially hotels with mid-range prices, mainly to sleep overnight. They do not care too much about the quality of service at the destinations and the hotels they stay at. As a result, the quality of service provided has no bearing on their satisfaction.

The findings of this investigation concur with Assaker et al. (2011) research suggests that the impact of novelty search on satisfaction to get back intention is minimal. This means that although Can Tho City has many novel attractions for many tourist segments, it does not affect them in determining their intention to return in the short or long term. However, it contradicts the finding of Toyama and Yamada (2012) that travelers’ experiences that meet or exceed expectations of novelty may positively impact tourists’ travel satisfaction. These results indicate that the hypothesis tourist satisfaction is positively impacted by novelty seeking is not backed.

This study’s outcomes substantially impact how visitors’ pleasure relates to cultural contact, perceived value, green practices, and visitor satisfaction. Thipsingh et al. (2022) presented research results that share some standard features and have factors: novelty seeking, sustainable practices, perceived value and destination image. Through cultural contact, value perception, and green practices, the hospitality industry of Can Tho, innovative and novelty destinations will be capable to bring in additional tourists, and these travelers will be more joyful with their travels and will come back to the place.

5.2. Managerial contributions

This study examined visitor satisfaction and return intention to provide an overall picture of the hospitality sector. Developing this study’s findings will help Can Tho city’s hospitality management and government gain strategies to develop this industry.

By offering a better-perceived value that raises visitors’ satisfaction and encourages their intention to return, tourist attractions may gain a competitive edge. Visitors, both domestic and international, might be reassured that they made the right decision by being provided with superior value, for example. To improve the quality of each product and service, reasonable price adjustments can help Can Tho’s hospitality industry become more competitive. According to the study, the perceived worth of tourists returning to Can Tho city is high given the perceived cost of their initial visit. Furthermore, to promote future repeat visits, hospitality operators could provide a special discount to loyal consumers. Guests would feel more at ease if local authorities in Can Tho continued to eliminate bad social transgressions (robbers, beggars, thieves, street vendors, and tricksters), as well as improve the security and safety status.

Since most tourists like to discover new and different cultures, local governments and tourism management organizations should have exploitation strategies to increase visitors’ access to natural vistas, ancient sites, and cultural activities. Can Tho is home to numerous historical and cultural attractions, well-established traditional craft villages, and a diverse cuisine ranging from local specialties to modern dishes. Hence, the government should organize more performances, festivals, and other activities to highlight Can Tho’s rich culture. Cultural events, as well as the facilitation of contacts between domestic and international tourists and the local culture, should be routinely organized and improved by the local government and tourism management agencies in order to promote tourists’ enjoyment and desire to return.

Global warming and climate change are key issues, especially in the post-COVID-19 period. Thus, visitors are more willing to choose eco-friendly activities or lodging. The study’s findings may aid hospitality operators in Can Tho who are looking to create sustainability ideas in order to increase guest happiness and revisit their intentions. The orchards, dunes, and islets are richly filled with alluvium. All of these advantages of Can Tho in sustainable tourism development are associated with preserving cultural values. The tourism manager and the government should invest in and promote a lot of forms of tourism, such as agricultural tourism and rural tourism. Farm stays should also be constructed so that vacationers may relax while also incorporating a variety of experience-based activities like touring local markets, visiting farms, harvesting agricultural products, and so on.

Importantly for the hospitaly industry, the study also found that visitors’ opinions on the quality of the services they received appeared to have little impact on their likelihood to return unless they were satisfied. Guests will start cultivating the intention to return once they are satisfied. The city’s tourist organizations and government need to focus on a few key areas if they want to boost visitor satisfaction and keep them coming back. Floating markets, traditional festivals, and amateur music are only some of the unique experiences that should be promoted by the tourism administration to meet the needs and desires of visitors.

Further, hospitality operators may use demographic data to segment their guests into groups with similar cultures and interests. Then, fully satisfy their demands to encourage satisfaction and future return intentions. In contrast to domestic travelers, who prefer to take pictures, most foreign visitors choose to travel in order to experience and learn in depth about the local culture. The focus of tours for foreigners should therefore be on interactions and experiences rather than many places. Additionally, visitors from the southern provinces typically spend little time (not staying or staying 1–2 nights) in Can Tho since they are already familiar with the culture and lifestyle. The hospitality industry relies greatly on amusements since they boost visitor numbers and duration of stay. Can Tho should invest in entertainment spots including parks, tourist attractions, river sports, picnic areas, and upscale recreation options like golf, tennis, and casinos, as well as a mix of modern and traditional entertainment in the downtown area.

6. Conclusion

The goal of this research is to explore the effect of tourist satisfaction on the intention to revisit going forward. The results show that three factors, including cultural contact, perceived value, and green practices, significantly influence customer happiness, leading to their desire to return. At the same time, this helps researchers better understand the intention of tourists to return. From there, the research results will provide references and orientations for administrators, departments, tourism companies, and hotels to develop plans and strategies to attract tourists from other parts of Vietnam and foreign tourists to Can Tho city. Moreover, the study’s findings can also be used by destination marketers and managers to implement strategies and plans that will not only help them draw in more tourists but also boost those visitors’ satisfaction with their stay in Can Tho city and persuade them to visit again.

7. Limitation and future research

Research has shown that perceived value, green practices, and cultural contact have an influence on visitor satisfaction, leading to future revisit intention. Besides, the study also has certain shortcomings and limitations. Firstly, the representativeness of the population may not be high because of the small sample size (300 observations), and most of the survey sample is made up of adolescents in southern Vietnam. Secondly, the time to collect data is quite short (three weeks), resulting in no sample variety.

The researchers’ findings may inspire further investigation. However, future researchers should increase the number of samples and have more sample diversity to consider that there may be new factors affecting satisfaction that encourage tourists to visit again.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Tri Nguyen Huu

Tri Nguyen Huu is a student and a researcher, Faculty of Business Administration, FPT University, Vietnam.

Han Nguyen Ngoc

Han Nguyen Ngoc is a student and a researcher, Faculty of Business Administration, FPT University, Vietnam.

Loi Nguyen Dai

Loi Nguyen Dai is a student and a researcher, Faculty of Business Administration, FPT University, Vietnam.

Dao Nguyen Thi Thu

Dao Nguyen Thi Thu is a student and a researcher, Faculty of Business Administration, FPT University, Vietnam.

Ly Ngo Truc

Ly Ngo Truc is a student and a researcher, Faculty of Business Administration, FPT University, Vietnam.

Luan Nguyen Trong

Luan Nguyen Trong Lecturer, Faculty of Experimental Entrepreneurship, FPT University, Vietnam.

Appendix

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.