Relationships among novelty seeking, satisfaction, return intention, and willingness to recommend of foreign tourists in Vietnam

The study was conducted with the overall purpose of examining the relationship between novelty seeking, satisfaction, return intention, and willingness to recommend of international visitors in Vietnam. Structural Equation Modeling (SEM) was used in this study. Research data were collected by direct interviews with 252 international visitors from different countries visiting at least two tourist attractions in Vietnam. The research's results indicated that novelty-seeking was made up of four factors (relaxation seeking, experience seeking, arousal seek-ing, and boredom alleviation). The research proved that novelty seeking positively affected satisfaction. Besides, satisfaction also contributed to high effects on two other factors, namely, return intention and willingness to recommend. Comprehensively, some recommendations were provided to improve destinations' attractiveness as well as to ameliorate Vietnamese tourism service quality.