HÌNH ẢNH ĐIỂM ĐẾN DU LỊCH DỰA VÀO THIÊN NHIÊN VÀ Ý ĐỊNH QUAY LẠI VƯỜN QUỐC GIA BẠCH MÃ CỦA DU KHÁCH NỘI ĐỊA SAU ĐẠI DỊCH COVID-19

Abstract

The main purpose of the study is to explore the attributes of the tourism image of Bach Ma National Park, Vietnam, and examine the relationship between destination image and revisit intention of domestic tourists visiting the park after the COVID-19 pandemic. Factor analysis and structural equation model approaches were applied to the research models based on a questionnaire survey of 205 domestic tourists visiting Bach Ma National Park. The results of this study identified seven categories of cognitive image of the Bach Ma National Park destination, including natural, cultural, and social attributes; infrastructure; accessibility; services; prices; and the security and safety of the destination. Except for the destination’s security and safety, all attributes of the destination are significant in constituting the cognitive image of the destination. A positive and significant relationship between the destination image and the revisit intention of domestic tourists was also found in this study. The outcomes of this study support an important basis for destination managers, tourism policymakers, and protected area managers in enhancing the image of nature-based tourism destinations and increasing the flow of tourists visiting protected areas in Vietnam.