Abstract:

This study evaluated the influence of word-of-mouth and destination image on tourist loyalty at agritourism destinations in Hanoi. This study has conducted a survey of 500 tourists at three agricultural tourism destinations in Hanoi. The PLS-SEM approach was applied to test the hypothesis. The result shows that destination image significantly influences the constructs proposed in the model, including perceived value and tourist loyalty. The results also show word-of-mouth significantly influences the destination image and perceived value. However, the research results show no influence of destination image and word-of-mouth information on tourists' satisfaction. Besides, there is a direct impact on perceived value and satisfaction, and tourist loyalty is also confirmed. The study also shows the relationship between satisfaction and loyalty to agricultural tourism of tourists. In addition, destination image and word-of-mouth indirectly influence tourist loyalty through perceived value. However, the research results do not show an indirect relationship between destination image, word-of-mouth, and tourist loyalty through satisfaction; in other words, satisfaction does not have an intermediary role in this study. Conclusions about contributions to scholarship, applications in management, limitations of the research, and directions for future research are also discussed in the study.

Keywords:

Word-of-Mouth, Destination Image, Tourist Loyalty, Agritourism, Hanoi.

How to Cite:

Ngo Trong Tuan, Le Anh Tuan and Nguyen Quang Vinh. The Influence of Word-of-Mouth and Destination Image on Tourist Loyalty at Agritourism Destinations in Hanoi. [ref]: vol.22.2024. available at: https://refpress.org/ref-vol22-a45/