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Factors affecting tourist destination choice: A survey of international travelers to Hanoi, Vietnam

Factors affecting tourist destination choice: A survey of international travelers to Hanoi, Vietnam. This paper carried out a survey of international tourists who selected Hanoi - Vietnam as their holiday destination and our findings show that brand image and brand loyalty play an important role on tourist’s decision of returning or recommendation to others while brand awareness and quality have no impact. | Journal of Economics and Development, Vol.19, No.1, April 2017, pp. 77-92 ISSN 1859 0020 Factors Affecting Tourist Destination Choice: A Survey of International Travelers to Hanoi, Vietnam Dong Xuan Dam National Economics University, Vietnam Email: dongxuandam@gmail.com Abstract The study enhances tourism destinations’ competitiveness from the tourist’s perspective. Departing from the concept of customer-based brand equity (Keller, 1993; Aaker, 1991), our purpose is to construct a linkage between customer-based brand equity for a tourism destination (destination image, destination awareness, quality of destination and destination loyalty) and behavioral intentions for selecting a tourist destination (revisit and/or recommendation to other people), in order to better understand the role of tourism destination branding. This paper carried out a survey of international tourists who selected Hanoi - Vietnam as their holiday destination and our findings show that brand image and brand loyalty play an important role on tourist’s decision of returning or recommendation to others while brand awareness and quality have no impact. Keywords: Customer-based brand equity; tourist behavior; tourists’ behavioral intentions; tourist destination. Journal of Economics and Development 77 Vol. 19, No.1, April 2017 1. Introduction from the tourist perspective has attracted both researchers and practitioners. The theoretical conceptualization of such evaluation of a destination (called Customer-based brand equity of Tourism Destination - CBBETD) consisting of awareness, image, quality, and loyalty dimensions is proposed. All equity is based on the feeling, perception of tourist of destination that you have gone or not. The theoretical representation of each proposed dimension is a synthesized review of previous findings from marketing and tourism research as well as the author’s approach to each dimension’s conceptualization. The evaluation results that can help practices to .