Cogent Business & Management

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Effect of tourist satisfaction on revisit intention in

Can Tho City, Vietnam

Tri Nguyen Huu, Han Nguyen Ngoc, Loi Nguyen Dai, Dao Nguyen Thi Thu, Ly
Ngo Truc & Luan Nguyen Trong

To cite this article: Tri Nguyen Huu, Han Nguyen Ngoc, Loi Nguyen Dai, Dao Nguyen
Thi Thu, Ly Ngo Truc & Luan Nguyen Trong (2024) Effect of tourist satisfaction on revisit
intention in Can Tho City, Vietnam, Cogent Business & Management, 11:1, 2322779, DOI:
10.1080/23311975.2024.2322779

To link to this article: https://doi.org/10.1080/23311975.2024.2322779

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Cogent Business & Management
2024, VOL. 11, NO. 1, 2322779
https://doi.org/10.1080/23311975.2024.2322779

Management | Research Article

Effect of tourist satisfaction on revisit intention in Can Tho City,
Vietnam
Tri Nguyen Huua , Han Nguyen Ngoca , Loi Nguyen Daia , Dao Nguyen Thi Thua ,
Ly Ngo Truca and Luan Nguyen Trongb
a
Faculty of Business Administration, FPT Can Tho University, Can Tho City, Vietnam; bFaculty of Experimental
Entrepreneurship, FPT University, Can Tho City, Vietnam

ABSTRACT ARTICLE HISTORY

The research goal is to identify the essential components of visitor satisfaction that Received 27 June 2023
influence future return intentions. The quantitative method and the deductive approach Revised 20 February 2024
were implemented with a sample size of 300 tourists in Can Tho city, Vietnam after Accepted 20 February
2024
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 KEYWORDS
structural equation modeling. The findings illustrated those three factors including cultural Hospitality; intention;
contact, perceived value, and green practices noticeably impact visitor satisfaction leading tourism; revisit; Vietnam
to their intention to visit again, with cultural contact being the most significant influence. REVIEWING EDITOR
At the same time, this helps researchers better understand the intention of tourists to Len Tiu Wright, De
return. Service quality and novelty seeking have negligible influence on tourists’ willingness Montfort University
to revisit the location. The valuable data of this study can inform tourism and hotel Faculty of Business and
managers about their customer groups by encouraging visitors to engage in value-creating Law, United Kingdom
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 SUBJECT
Hospitality; Tourism;
research and provides recommendations to create strategies for tourism regulators and Sustainable Development
hospitality businesses to promote visitor satisfaction and return.
JEL CLASSIFICATION
IMPACT STATEMENT CODE
This study aims to identify the essential components of tourist satisfaction that encourage G32; M10; M30; Z32
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.

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 favor-
able 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),

CONTACT Luan Nguyen Trong LuanNT73@fe.edu.vn Head of Faculty of Experimental Entrepreneurship, FPT University, Can Tho Campus, 600
Nguyen Van Cu Street, An Binh Ward, Ninh Kieu District, Can Tho City 94100, Vietnam
© 2024 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group
This is an Open Access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/), which
permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. The terms on which this article has been
published allow the posting of the Accepted Manuscript in a repository by the author(s) or with their consent.
2 TRI ET AL.

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 moti-
vated 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 pro-
vider’s performance. Satisfaction differs from the actual quality of service in that it is the outcome of a thor-
ough 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 sev-
eral times is referred to as return intention, because of previous gratifying experiences, and to recom-
mend 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
 Cogent Business & Management 3

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 des-
tinations. 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 envi-
ronment. 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
4 TRI ET AL.

& 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 nat-
ural (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 situa-
tion. It has been argued that the level of satisfaction that visitors experience there sets strong stan-
dards 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 per-
ceptions, 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 posi-
tively 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).

 Cogent Business & Management 5

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 ques-
tions 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 sec-
ond 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 spe-
cific 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 remov-
ing 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 inappropri-
ate 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
6 TRI ET AL.

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 partic-
ipants 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%).
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

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
 Cogent Business & Management 7

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%).
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 inter-
national 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.

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 research-
ers 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 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
8 TRI ET AL.

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.

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 vari-
ables 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 eval-
uating 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 satis-
faction 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 sat-
isfaction 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 includ-
ing 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 predomi-
nant impact (80.2%) on the change of the dependent variable (FRI) with the R-squared value of 0.802
(Figure 2).

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’

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
 Cogent Business & Management 9

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

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).

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 return-
ing 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 cul-
tural 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 cul-
tural 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.
10 TRI ET AL.

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 stead-
fast 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 com-
petition 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 plea-
sure. Most tourists coming to Can Tho are young people who come for a short time. They choose inex-
pensive 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 hospi-
tality sector. Developing this study’s findings will help Can Tho city’s hospitality management and gov-
ernment 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 hos-
pitality 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
 Cogent Business & Management 11

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, vis-
itors 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 val-
ues. 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 ser-
vices 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 amuse-
ments 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 prac-
tices, 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.
12 TRI ET AL.

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

About the authors

Tri Nguyen Huu is a student and a researcher, Faculty of Business Administration, FPT University, Vietnam.
Han Nguyen Ngoc is a student and a researcher, Faculty of Business Administration, FPT University, Vietnam.
Loi Nguyen Dai is a student and a researcher, Faculty of Business Administration, FPT University, Vietnam.
Dao Nguyen Thi Thu is a student and a researcher, Faculty of Business Administration, FPT University, Vietnam.
Ly Ngo Truc is a student and a researcher, Faculty of Business Administration, FPT University, Vietnam.
Luan Nguyen Trong Lecturer, Faculty of Experimental Entrepreneurship, FPT University, Vietnam.

ORCID
Tri Nguyen Huu http://orcid.org/0000-0002-6654-9755
Han Nguyen Ngoc http://orcid.org/0000-0002-7383-1345
Loi Nguyen Dai http://orcid.org/0000-0001-6333-6757
Dao Nguyen Thi Thu http://orcid.org/0000-0003-4231-8271
Ly Ngo Truc http://orcid.org/0009-0007-4880-3565
Luan Nguyen Trong http://orcid.org/0000-0002-3489-1628

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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.