Exploring the impact of destination image and hotel brand attachment on revisit intention: Ho Chi Minh City case study

Abstract

In a world of uncertainty, the tourism industry has to confront several changes that significantly disturb the innovation and development of this field. Managers and marketers must estimate the appropriate strategy to encourage tourists to revisit the destination, especially after the Covid-19 pandemic. This study explores the role of destination image that combines hotel brand attachment to enhance the intention to revisit travelers. By adapting the S-O-R model and attachment theory, this study recognized the indispensability of hotel brands in tourist places, which could reinforce revisit intention. An empirical research was conducted to test the hypotheses based on the theoretical framework. This study utilized the PLS-SEM method to analyze 478 samples collected from primary data. Findings reveal that destination image, hotel brand attachment, and revisit intention correlate linearly in tourism. This study also proposes both practical contributions and theoretical building for further research.