The Impact of Tourists’ Emotional Experiences on Destination Image, Tourists’ Satisfaction and Willingness to Recommend

Abstract

Today, globalization as well as the advancement of technology is narrowing the distances of nations. Vietnam has become an attractive destination of tourists due in part to its charm, natural beauty, as well as its rich history and culture. The aim of this research is to study the effects of emotional experience factors on tourists’ satisfaction and their willingness to recommend the destinations, this study follows revised Destination Emotion Scales (DES) model. The survey was carried out with 224 foreign tourists who have travelled to a few famous places in Vietnam at least one time by both online and offline method. The methodology used in our research is a quantitative method. SPSS software 20 and AMOS 21 with SEM (structural equation modelling) were used to carry out analyzing on data gathered through a survey. This research found that the emotions of joy and love as significant influences on tourists’ satisfaction and its effect on intention to recommend while exploring whether or not the emotion of positive surprise does not support this relationship. The research makes a significant contribution to tourism marketing in Vietnam because some of the empirical findings found in the study deal with aspects of tourists’ satisfaction and their willingness to recommend necessary to improve tourism.