Abstract
The study was conducted to (1) identify the factors of the destination that affect tourists’ intention to return and (2) measure the level of influence of each factor on tourists’ intention to return. The authors conducted direct interviews with 350 tourists at the Ba Chua Xu Temple tourist area in Sam Mountain, Chau Doc, using a convenient sampling method. The results showed that there are five factors that affect tourists’ intention to return, arranged in order from strongest to lowest influence, namely tourism infrastructure, culture, tourism environment, price, and religion. This information helps tourism managers better understand what attracts tourists, thereby adjusting and improving services, infrastructure, and overall experience to increase loyalty and encourage tourists to return, contributing to the sustainable development of local tourism.
Keywords: Tourism infrastructure, prices, local culture, Ba Chua Xu Temple in Sam Mountain, tourism environment, religion, intention to return.
JEL classification: L83, L8.
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
