International Tourists’ Loyalty to Ho Chi Minh City Destination—A Mediation Analysis of Perceived Service Quality and Perceived Value

At present, tourism is a key component of the modern Vietnamese economy. However, it is increasing the country’s pitifully low return visitor rate. The aim of this study was to explore the structural relationships among destination attributes, perceived service quality, perceived value, and loyalty of international tourists in Ho Chi Minh City. The destination attributes were investigated in terms of cultural and historical attractions, local cuisine, perceived price, safety and security, service facilities, natural environment, entertainment and recreation activities, negative attributes, and destination image. Data were collected through a self-administered questionnaire survey of 2073 respondents employed using SmartPLS analysis. The results indicate that destination attributes, perceived service quality, and perceived value have positive and direct influences on tourist loyalty. In addition, the findings also confirmed that these destination attributes indirectly affected tourist loyalty through their perceived value and perceived service quality. Based on the findings, some recommendations and implications are suggested to enhance traveler intention to re-visit and increase awareness of the necessity for sustainable development tourism in Ho Chi Minh City, with their willingness to recommend this place to others.