2.1 Destination attributes
Literature shows the properties of a destination are grouped under five categories: (1) The elements of nature; (2) The social factors; (3) historical factors; (4) The conditions for entertainment and shopping; and (5) infrastructure, food. The study Tasci, Gartner, and Cavusgil, (2007) found out that the hotel's attributes considered important competitiveness includes promotion / communication: brand, reputation, price. Picture destination tourist satisfaction of organizational activities includes: Trademarks of Destinations ability to attract domestic resources Source and Environment operations experience (natural and social): The level of dense, security safety. auxiliary services: storage, transportation, entertainment and looking at points to be one of the basic contents of the assessment's ability to attract destination because we determine these attributes position the image clear destination in tourists and thus is considered to be the basic elements behavior impact (Hu and Ritchie, 1993; Goeldner, Ritchie, & McIntosh, 2000), Tasci, Gartner, & Cavusgil, 2007).
The experimental study of tourism has shown that there are two groups motivated to promote tourists make a trip: The first is the engine to "push", understood as the demand for the destination, means Visitors need to visit a certain location; the second is the engine "pull", is understood as the supply of destinations, tourism means that specific for destination for visitors to attract curiosity, to satisfy their travel needs. This study will focus on the factors considered effective "pull" visitors of a certain destination, characteristics shown by travel destination or the characteristics of the destination..
Crompton (1979 notes that the psycho-motor can be useful society not only in explaining the initial push to have a holiday, but also has the potential to steer travelers directive specific Tovar a destination calendar. Crompton (1979) identified double psychosocial dynamics: the first to drive the original decision to go on a vacation, and one of the following conditions of a decision relating to the destination location / event. The first level of the dynamics created desire to travel and the second level of motivation
Influence the choice of destination. When a person decides to stay, have some impact factors promote the second phase (ie, the choice of location). There are some research have
conducted on visitors destination choice where visitors choose concept how narrow to target decision-making, three types of criteria identified prevail in the process of site selection:
individual motor (push factors) destination properties (pull factors), and inhibitors of situations. As Dann, (1981) First, push factors be considered. The factors concerning the importance of the family environment and its regulation on the tourism potential and the results recognized different demands and pressures that promote tourism potentials to act. The next act of choice and travel destinations was analyzed for their ability to satisfy the requirements identifiable and pressure (pull factors). Research pushes and pulls relationships of Kim and Lee (2002) describes formation of a relationship of supply and demand. The demand-side approach of tourism factors clarified push decision making process, while pulling factors be seen from the way the supply side.
The motives behind tourism demand are emphasize the situations in which the motivation is shown (cognitive approach). As stated by Gnoth (1997), tourism is a response to the needs and values of the parameters are time, space, social and economic. Here, tourists are motivated and focused on psychological factors push, not pull factors. Gnoth (1997), acknowledged the impact of motivational factors behind type, explained that factors promoting tourism industry creates drive initially caused tourism to search for signs of respect objects, situations, events and offers the promise of reducing the drive outstanding.
2.2 Intention to visit
There are many studies intend returning guests, such as studies of Chen and Tsai (2007), Chi and Qu (2008), According to this study, the intention of returning visitors is a behavior influenced by many factors such as destination image, perceived quality, perceived value and satisfaction ( Chen and Tsai, 2007; Chi and Qu, 2008; Chen & Chen, 2010). In marketing, customer retention familiar like loyalty brings many benefits and cost savings more than in the attract new customers. And in tourism, too, the return to a place of destination each to previous guests have extremely important implications. More important role in the return of a destination is to create an international tourist flow, ie the current visit to positively motivate travelers will make the return destination in the future . According to research by Kozak & Rimmington, (2000), many visitors intend to return to one point if they feel satisfied with that destination in the first visit studies that intend to return to the explained by the number of times the previous .
According to research by Chen & Tsai (2007), the degree of loyalty towards one destination is expressed through the intention to go back and willing to recommend it to others. Homburg and Giering (2001) measured the "intention future behavior" by two indices, namely the acquisition and intends to recommend to others. In the tourism sector, a similar approach is also reflected in the intention to go back and ready to introduce to others.
International travelers have loyalty to a tourist destination, but they've come or not is very difficult to forecast, so this study indicate loyalty based approach on the intention of returning (Chen and Tsai, 2007).
Intention to visit can be measured through the visitors back to this point and recommend it to others (friends and family - even the potential traveler) (Pine et al , 1995;
Yoon & Uysal, 2005). As reported by the experimental study, the satisfaction is a good indicator of intent to return and recommend to others (Kozak & Rimmington, 2000; Yoon &
Uysal, 2005; San Martin et al, 2008). Other studies have found drinking shots of satisfaction with the willingness to pay more (Bigne et al, 2008). This is the reason why the satisfaction and loyalty is seen as a important criteria for the success of the company. Because satisfaction and customer loyalty is the key to the company can survive long (Nicholls et al, 1998). It can help managers improve their service (Fornell, 1992). Besides management skills of feedback from customers is an important element of competitive advantage (Peters, 1994).
Recently, there are many excellent models used to explain loyalty in the field of tourism.
Yoon & Uysal eg, (2005) proposed a model that involves loyalty to the satisfaction and motivation of the trip. Their study found a causal relationship has very important significance between satisfaction and loyalty as well as the trips between the engine and satisfaction.
Intention to revisit to a destination often is reflected in the intention back a certain destination of travelers (Oppermann, 2000; Chen & Tsai, 2007). According to Mattila (2001), the primary loyalty is the result of satisfaction and this is shown by studies in the field of tourism.
The questionnaire in this study was selected from the studies of Cooper, Dalton, Stewart, Griffin, Russell, and Orme, (1993) with “4 A’s” and Buhalis’s (2000) ‘‘Six A’s’’
and items of HOLSAT developed by Truong & Foster, 2006.
2.3 Overview of the Industry of Hanoi and Vietnam tourism
2.3.1 Viet Nam tourism overview
It is expected that in 2020, Vietnam will welcome 10 - 10.5 million international passengers and 47- 48 million domestic tourists with a total of 580,000 resident chambers, created 3,000,000 jobs. Accordingly, the demand for highly qualified human resources in the tourism sector is growing, but the rate of labor to meet incomplete. The year of 2013, the year began implementing the master plan to develop tourism in Hanoi by 2020, driven in 2030, marked a shift powerful and successful tour of Hanoi contributed to the cause of economic development - social capital. As report of Hanoi Department of Culture, Sport and Tourism, there are 16.5 million tourists visited Hanoi in 2013, while the number of international visitors to Hanoi continued high growth, reaching 2,580,900 million passengers, up 22.9%, tourists addresses turn estimated 13,997,800, up 13.82%.
1.3.2 Overview of Hanoi tourism
In 2013, Hanoi Tourism continues to maintain good growth in both international tourists and domestic; This suggests that Hanoi was as attractive tourist destination, popular with international visitors and increasingly affirmed the title was chosen in 2013 as Hanoi is ranked as one of 10 points tourist attractions in Asia by Travel Smart Travel Magazine voted and ranked 8th among 10 emerging tourist destinations in the world according to the poll results of the Trip Advisor travel website .
According to the Hanoi Department of Culture, Sport and Tourism, In 2014 Hanoi implementation of development planning travel to Hanoi in 2020 and further to 2030 period from 2014 to 2015 after the People's Committee City issued. some construction have to complete, for example development plan area Ba Yi - Two springs resort country by 2020, driven by 2030 or strategy of promoting the value of space Giong festival in Gia Lam and Soc Son.
To gain the success in improve the destination image, Investment in tourism infrastructure construction and improving the quality of tourism services organizations in the cultural heritage have to do as the same time such as: Ngoc Son Temple and Hoan Kiem Lake
area; historical Hoa Lo Prison; historical - cultural and special National Van Mieu - Quoc Tu Giam to attract visitors, tourism ...
In particular, The visitor of key markets are increasing significantly such as Japan with 185.680 visitors increased by 11.7%, estimated, Korean with 135,953 visitors increased by 56.9% , Australia estimated with 160.787 22.5%, Taiwanese visitors to Vietnam is 106,747 increased by 16.3%, USA visitors increase 26.4%. compare with the year of 2013 reached 99,252 (Hanoi Department of Culture, Sport and Tourism, 2014).
Compared with 2013, the number of international visitors to Hanoi increase of 20%.
International visitors to the purposes of tourism, resort and business purposes has increased.
According to Bureau of Statistics Hanoi, visitors from the United States, Korea, the UK, Australia ... are higher than last year. Domestic tourist arrivals to Hanoi this year is expected to reach 15.5 million passengers, up 10% from last year and total tourism revenue is expected to reach 48 trillion. One of the reasons for the increase in domestic passenger traffic through tourism stimulus program of Tourism in 2014,
In general, tourism research can be studied by three basic elements, the subject of tourism (travel motivation), the object of tourism (tourism resources/tourist destination) and the services and goods for the process of human travel (Kölbl, R., & Helbing, D. (2003)..
Based upon the element, the object of tourism has been chosen studied further. Today, the economic benefits generated by tourism have been impressed by many countries. With the advantages of geographic location, socio-political, abundant resources, Vietnam has a favorable condition to the development of tourism. Therefore, a successful management of tourist destinations is a complex task requiring the participation of all sectors involved in tourism activities.
The presence of a national culture in a country is an impressive image of the country in the heart of tourists. Photo impression that there could be a work of architecture, works of music, poetry, painting, sculpture, can be a natural landscapes, a celebrity, a custom, a festivals, the arts and crafts products, industry, an animal, a plant, flower, even a dish, a beverage. A country can have a picture of characteristic features, but in general, countries often have multiple images to characterize. For example, when referring to France, what everyone thought of it as the Eiffel Tower, Bordeaux wine; comes to Australia, people will think of Sydney Opera House, to kangaroo; comes to Cuba, which is the cigar, the crystal
clear waters, the sugar; comes to Russia, it is the Kremlin, Vottka wine, music of Tchaikovsky... The image of a country that will be people in other countries received, recorded and stored to become a symbol. When there is a certain effect, the icon will be present in people's minds as a rule association.
2.4 Term definitions
- Tourism: the words of tourism are the earliest appearance in The Oxford Dictionary published in 1811 in the UK, there are two meanings are away and enjoy the show. Besides, Vietnam Tourism Law (effective from 01 January 01 2006) stated:
- Tourism activities are related to human trip outside the residence frequently to meet your needs visit, learn, leisure, resort within a certain time period.
- Tourism resources: the natural landscape, natural elements, historical - cultural, labor works of human creativity and the human values that can be used to meet for tourism, is fundamental to the formation of resorts, attractions, tours, urban tourism.
- Tourists are those who travel or combined travel except to go to school, work or practice in order to receive income at the destination.
- Tourism: a place with attractive tourism resources with the advantages of natural tourism resources, is planning, investment and development to meet the diverse needs of tourists, providing effective - economic and social environment.
- Travel destinations: the place attractive tourist resources, serving the needs of visiting tourists.
- Sustainable tourism: the tourism development meets the needs of the present without compromising the ability to meet the needs of future tourism.
- Ecotourism: a form of nature-based tourism, cultural identity associated with the involvement of local communities to sustainable development.
- Cultural tourism: tourism is a form of cultural identity based on ethnicity, with the participation of the community in order to preserve and promote traditional cultural values.
- Environmental tourism: the natural environment and social environment where the humanities tourism activities.
- Destination attribute: as a whole include the heterogeneous composition of tangible and intangible, that's natural resources, human resources documents, material and technical base, infrastructure and tourism services staff travel staff
- Intention to revisit: as the intention to go back destination and ready to introduce to others.
2.5 Hypothesis and Research model
Research questions and hypothesis were listed as below:
Research question 1: What is the relationship between destination attributes and Intention to revisit for the tourists who come to visit Hanoi, Vietnam.
H1a: there is a relationship between destination attributes and Intention to revisit for the tourists who come to visit Hanoi, Vietnam.
Research question 2: What are the differences between tourists’ demographic information and Intention to revisit ?
H2a: there is difference between age and Intention to revisit for the tourists who come to visit Hanoi, Vietnam.
H2b: there is difference between gender and Intention to revisit for the tourists who come to visit Hanoi, Vietnam.
H2c: there is difference between Education and Intention to revisit for the tourists who come to visit Hanoi, Vietnam.
Research question 3: What are the differences between tourist behavior ((the numbers of visit) and Intention to revisit for the tourists who come to visit Hanoi, Vietnam.
H3: there is difference between the numbers of visit and Intention to revisit for the tourists who come to visit Hanoi, Vietnam
Figure 2.1 Research Framework
Destination Attributes
Intention to Revisit Types of tourists’
demographic information (Age/
Gender/ /Education
)H2
H1
Tourist Travel Behavior (the numbers of visit)
H3