| 摘要: | Tourism development strategy in Vietnam defines that the Russian market is important. This study is trying to find the relationship between Nha Trang image, tourist’s satisfaction and destination loyalty intention. We also conduct the question about which factors among Nha Trang image includes tourist infrastructure; culture, history and recreation; natural environment; natural resources; political and social-demographic attributes have the most influence on tourist’s satisfaction as well as destination loyalty. For the tourism industry, it is necessary to know if visitors intend to revisit Nha Trang and if they recommend this destination to others. Greater understanding of the Russian market and deep-read of Russian travelers should not only help increase the number of Russian tourists, but also help to improve the quality of travel experience to get their satisfaction when travel to Nha Trang, Vietnam.
This research began by investigating research topics which relate to tourism industry in Vietnam in general, especially in Nha Trang city. Then follow by reviewing and exploring literatures that concerned with tourism industry, more detail in tourism image, tourists perception, and Russian tourist arrivals. The survey was conducted in Nha Trang, Vietnam with a sample size of 300. And use the SPSS 16.0 software to test hypotheses.
In this research, the Russian tourists reported that they had strongly positive interesting with Nha Trang beaches, attractive islands and warm climate, quite the opposite to the coldness and snow in Russia. Moreover, they are satisfied with political in Nha Trang, the crime rate is very low, it mean this is peaceful and beautiful city.
The culture, history factors are also attractive to visitors because of Nha Trang was a military base of Russian in the past. But the tourist leisure, entertainment and physical facilities cannot cater to the needs of Russian visitors.
From the result of the study obtained is useful information for local government and tourism agencies in Nha Trang. It is good to enhance the place with entertaining and physical infrastructures in Nha Trang to respond to Russian tourists. On the other hand, local government and residents are actually responsible to protect tourism environment as well as historical sites and heritages of Nha Trang. |
