Tourism in the Mekong Delta: Word of Mouth and Destination Conversion Intentions

Abstract

The objective of this study is to evaluate a theoretical framework based on the hypothetical relationship between four factors: destination image, positive feedback from tourists, word-of-mouth, and destination conversion intentions. Data were collected from a survey of 450 domestic and international tourists who stayed for at least 3 days in the Mekong Delta region, Vietnam. Partial least squares structural equation modeling (PLS-SEM) and bootstrap analysis were used to test the reliability of the theoretical model. The research results indicate that destination image and perception are positive factors influencing tourist satisfaction. Good feedback and information sharing through word-of-mouth are considered mediators in the relationship between destination image and intention to revisit. These results provide further insight into the interaction and impact of these factors on tourists’ inclination to return to their destination.