PHÂN TÍCH MỐI QUAN HỆ GIỮA HÌNH ẢNH ĐIỂM ĐẾN, SỰ HÀI LÒNG, VÀ HÀNH VI TRUYỀN MIỆNG ĐIỆN TỬ CỦA DU KHÁCH NỘI ĐỊA ĐỐI VỚI LÀNG HOA SA ĐÉC

Huỳnh Quốc Tuấn

Tóm tắt


Nghiên cứu nhằm phân tích mối quan hệ giữa hình ảnh điểm đến, sự hài lòng, và hành vi truyền miệng điện tử (EWOM) của 215 du khách nội địa. Tác giả sử dụng phương pháp phân tích và kiểm định mô hình cấu trúc tuyến tính (SEM). Nghiên cứu đã tiến hành đánh giá mô hình đo lường và mô hình cấu trúc. Kết quả cho thấy hình ảnh thuộc về nhận thức tác động trực tiếp đến hình ảnh thuộc về cảm xúc; Hình ảnh thuộc về nhận thức và hình ảnh thuộc về cảm xúc tác động trực tiếp đến sự hài lòng du khách và sự hài lòng du khách tác động trực tiếp đến hành vi truyền miệng điện tử. Ngoài ra, nghiên cứu này cũng chỉ ra rằng hình ảnh thuộc về nhận thức có tác động gián tiếp đến sự hài lòng du khách thông qua hình ảnh thuộc về cảm xúc và hình ảnh thuộc về cảm xúc có tác động gián tiếp đến hành vi truyền miệng điện tử thông qua sự hài lòng du khách.


Từ khóa


Hình ảnh điểm đến; Sự hài lòng; Truyền miệng điện tử.

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DOI: http://dx.doi.org/10.37569/DalatUniversity.10.4.690(2020)

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