DESTINATION ATTRIBUTES THAT ATTRACT INTERNATIONAL TOURISTS

TO VISIT DA NANG CITY, VIET NAM

MR. NGUYEN CONG TIEN

A Thesis Submitted in Partial Fulfillment of the Requirements

For the Degree of Master of Business Administration
Department of International Business
Graduate School
University of the Thai Chamber of Commerce
2008
DESTINATION ATTRIBUTES THAT ATTRACT INTERNATIONAL TOURISTS
TO VISIT DANANG CITY, VIETNAM

NGUYEN CONG TIEN

A Thesis Submitted in Partial Fulfillment of the Requirements

For the Degree of Master of Business Administration
Department of International Business
Graduate School
University of the Thai Chamber of Commerce
2008

© Copyright by University of the Thai Chamber of Commerce

 THESIS APPROVAL
GRADUATE SCHOOL
Master of Business Administration
Degree
International Business
Major Field

TITLE DESTINATION ATTRIBUTES THAT ATTRACT INTERNATIONAL

TOURISTS TO VISIT DA NANG CITY, VIET NAM
Nguyen Cong Tien 2008
Name Graduation Year

Accepted by Graduate School, the University of the Thai Chamber of Commerce

in Partial Fulfillment of the Requirements for the Master’s Degree

........................................... Dean, Graduate School

(Dr. Ekachai Apisakkul)

Thesis Committee
........................................... Chairman
(Dr. Thasana Boonkwan)

........................................... Thesis Advisor

(Dr. Pussadee Polsaram)

........................................... Member
(Dr.Suthawan Chirapandu)

........................................... External Committee

(Assoc. Prof. Sriaroon Resanond)
 iv

Thesis Title Destination Attributes That Attract International Tourists To Visit

Da Nang City, Viet Nam
Name Nguyen Cong Tien
Degree Master of Business Administration
Major Field International Business
Thesis Advisor Dr. Pussadee Polsaram
Graduation Year 2008

ABSTRACT

In this thesis, the researcher investigates the motivations of international tourists

to visit Da Nang. Due to the potential benefits that international tourists have been
bringing to destinations, there has been highly competitive among regional destinations,
even among local destinations in a national destination. Da Nang is not an exception.
The focus of research was placed on the important attributes of destination in
the context of Da Nang, a central region city of Viet Nam. A model adapted from Lichen
Zhou (2005) was established to express how these important attributes impact on the
selection of destination, and through the perceived satisfaction with important attributes,
affect the intention of international tourists to revisit Da Nang city in the future.
Destination image variable was also included in the adapted model to further
understand about its influence on the choice of destination and revisit intention of
tourists. Data was collected from 399 international tourists (100% of the total sample)
who travelled to Da Nang. With regard to statistical procedures, the analysis of
quantitative data was applied using the statistical techniques, namely reliability analysis,
 v

frequencies and percentages, mean score, group mean score, t-test, F-test (one-way
ANOVA), Tukey HSD, Pearson correlation, factor analysis, simple and multiple linear
regression, path analysis and importance-performance analysis (IPA). The testing of
assumptions before the performance of each statistical technique was all satisfied.
The result of this empirical study identified 10 important attributes of Da Nang.
Nine of these ten important attributes and destination image of Da Nang were found
significantly important to destination selection of international tourists. The Pearson's
correlation analyses found significant correlations between each of nine important
attributes and pre-visit image of destination.
The factor analysis grouped 8 important attributes into three underlying factors
which are labeled as entertainment, personal safety and landscape. Two important
attributes “tourism information” and “located nearly to World Heritage Sites” with low
factor loadings (below .05) were dropped from path analysis. Regression analyses
showed positive correlations between attribute satisfaction and destination satisfaction,
between destination satisfaction and post-visit image of destination, and between revisit
intention with destination satisfaction and post-visit image of destination. Path analysis
showed the causal relationship among them. Total effects also indicated for each of the
relationships. Furthermore, the Importance – Performance Analysis (IPA) was employed
to investigate strengths and weaknesses of each of 10 important attributes in relation
with tourists’ satisfaction with each of them.
The results of this empirical study present a clear picture of the destination
attributes that attract international tourists to visit Da Nang. Some recommendations are
 vi

proposed to the Da Nang authorities relating to tourism promoting programs of Da Nang

city in the World Heritages Sites, an effective allocation of resources into the strengthen
destination attributes and the raising of management’s perception about the causal
relationship from satisfaction with destination attributes to revisit intention through
intervening variables overall satisfaction and post-visit image of destination.
 vii

หัวขอวิทยานิพนธ: คุณลักษณะของสถานที่ทองเที่ยวเมืองดานัง ประเทศ-

เวียดนามที่มผี ลตอการดึงดูดนักทองเที่ยวตางชาติ
ชื่อผูวิจัย: เหวียน กอม เถียน
ระดับการศึกษา: บริหารธุรกิจมหาบัณฑิต
สาขาวิชา: ธุรกิจระหวางประเทศ
อาจารยที่ปรึกษาวิทยานิพนธ: ดร.ผุสดี พลสารัมย
ปที่สําเร็จการศึกษา: 2551

บทคัดยอ

วิทยานิพนธฉบับนี้ผวู ิจัยไดทําการศึกษาปจจัยที่มีผลตอการทองเที่ยวเมืองดานัง
ประเทศ-เวียดนามของนักทองเที่ยวตางชาติ โดยใชคุณลักษณะสําคัญของเมืองดานัง ซึ่งเปน
เมืองทองเที่ยวที่สําคัญของประเทศเวียดนามในการศึกษา กรอบแนวคิดที่ใชในการศึกษาได
พัฒนามาจากแนวคิดของ Lichen Zhou (2005) เพื่อทําการศึกษาคุณลักษณะสําคัญของเมือง
ดานัง วามีความสําคัญอยางไรตอการเลือกเมืองดานังเปนสถานที่ทองเที่ยวของนักทองเที่ยว
ตางชาติ ผูวิจัยไดทําการเก็บขอมูลตัวอยางจากนักทองเที่ยวตางชาติทั้งหมด 399 คน ที่มา
เที่ยวเมืองดานัง และนําขอมูลที่ไดมาวิเคราะห เชน หาคาอัตรา คารอยละ คาเฉลี่ย, การ
วิเคราะหความแปรปรวน, คาความสัมพันธ Pearson correlation, การวิเคราะหสมการเสนตรง,
การวิเคราะหสมการถดถอยชนิดหลายตัวแปร และการพัฒนาการของวิเคราะหเสนทาง เพื่อ
ทดสอบสมมติฐานที่กําหนดไวโดยใช Importance-Performance Analysis (IPA).
 viii

ผลการศึกษาคุณลักษณะของสถานที่ทองเที่ยว 10 คุณลักษณะโดยใชการวิเคราะหแบบ
Pearson correlation พบวามี 9 คุณลักษณะที่มีความสัมพันธกับการเลือกสถานทีท่ องเที่ยวของ
นักทองเที่ยวตางชาติ และผูวิจัยไดทําการวิเคราะหแบบ Factor Analysis โดยทําการแบงกลุม
ของ 8 คุณลักษณะ ออกเปน 3 กลุม ไดแก เพื่อความบันเทิง ความปลอดภัย และทิวทัศน จาก
การศึกษาพบวาความพึงพอใจในคุณลักษณะสําคัญของเมืองดานัง มีความสัมพันธกับความพึง
พอใจของนักทองเที่ยวตางชาติ นอกจากนี้ผูวิจัยไดใชการวิเคราะหแบบ Important –
Performance Analysis (IPA) เพื่อศึกษาจุดแข็ง และจุดออนของแตละคุณลักษณะของสถานที่
ทองเที่ยวในเมืองดานังทั้งหมด 10 คุณลักษณะ ที่มีความสัมพันธตอความพึงพอใจของ
นักทองเที่ยวตางชาติ
ขอเสนอแนะสําหรับภาครัฐ ไดแก 1. สงเสริมการทองเที่ยวเมืองดานังโดย
ประชาสัมพันธที่เมืองฮอยอันซึ่งไดขึ้นทะเบียนเปนมรดกโลก เพื่อดึงดูดนักทองเที่ยวมาที่เมือง
ดานัง 2. สงเสริมคุณลักษณะของการทองเที่ยวทีเ่ ปนจุดแข็งของเมืองดานัง 3. สงเสริม
ทัศนคติที่ดีและสรางความพึงพอใจใหนักทองเที่ยวเพื่อใหนักทองเทีย่ วเดินทางกลับมาอีกครั้ง
 ix

ACKNOWLEDGEMENT

First of all, I would like to thank TICA for this MBA scholarship and the Da Nang
authorities for their assistance during my study in Bangkok. I wish to express my
appreciation to Dr. Pussadee Polsaram for her valuable advice and the motivations that she
incessantly dispensed along the way. I would like to recognize the significant and valued
contributions of each of my committee members: Dr. Thasana Boonkwan, Dr. Phusit
Wonglorsaichon, Dr. Piraphong Foosiri and Associate. Professor Sriaroon Resanond. Many
thanks to each of them.
I would like to thank Professor John Tribe, University of Surrey; Professor Ken W.
McCleary, Virginia Tech; Professor Richard L. (Rich) Oliver, Vanderbilt Owen; Associate
Professor Ching-Fu Chen, NCKU; Dr. Fang Meng, Ohio University and PhD Luan Luis
Nicolau, University of Alicante for their kind support of sending me their articles by email.
My thanks also go to Mr. Phuc and Ms. Luckana Kettrikul for the helpful discussion
with them and for their assistance during my absence from Bangkok. Several global MBA
students enhanced my experience at UTCC. I shall not attempt to thank all of you by name
as I would surely miss someone, but your support and friendship are highly appreciated.
Especially, I wish to thank my parents for a lifetime of love and support, my
beautiful wife and my two sons for giving me a reason to smile everyday.
 x

TABLE OF CONTENTS

Page
ENGLISH ABSTRACT..................................................................................................... iv

THAI ABSTRACT ............................................................................................................ vii

ACKNOWLEDGEMENT .................................................................................................. ix

TABLE OF CONTENTS.................................................................................................. x

LIST OF TABLES............................................................................................................ xv

LIST OF FIGURES.......................................................................................................... xviii

Chapter
1. Introduction.......................................................................................................... 1
1.1 Background........................................................................................... 1
1.2 Problem statement................................................................................ 3
1.3 Objectives of the study......................................................................... 4
1.4 Research questions .............................................................................. 5
1.5 Scope of the study................................................................................ 6
1.6 Operational definitions .......................................................................... 6
1.7 Expected benefits ................................................................................. 7
1.8 Organization of the study ..................................................................... 9
 xi

TABLE OF CONTENTS (CONTINUED)

Page
2. Literature Review................................................................................................ 10
2.1 The push-pull motivational framework ................................................. 11
2.2 Destination attributes ............................................................................ 13
2.2.1 Historical attractions.............................................................. 15
2.2.2 Natural environment and weather attraction ........................ 16
2.2.3 Expenditure and low travel cost factor ................................. 17
2.2.4 Sports and outdoor activities ................................................ 18
2.2.5 Alcohol attractions................................................................. 19
2.3 Frequently employed destination attributes in literature...................... 20
2.4 Attractive attributes of Da Nang ........................................................... 24
2.5 Tourists’ satisfaction ............................................................................. 29
2.6 Destination image ................................................................................. 32
2.7 Intention to revisit destination............................................................... 37
2.8 Conceptual framework.......................................................................... 38
2.9 Related research................................................................................... 38

3. Research Methodology....................................................................................... 42
3.1 Research design................................................................................... 43
 xii

TABLE OF CONTENTS (CONTINUED)

Page
3.2 Population and sample size ................................................................. 46
3.2.1 Population.............................................................................. 46
3.2.2 Sample size........................................................................... 47
3.3 Questionnaire design............................................................................ 48
3.4 Pilot study ............................................................................................. 51
3.5 Data collection ...................................................................................... 51
3.6 Reliability analysis................................................................................. 53
3.7 Data analysis ........................................................................................ 55
3.7.1 Hypotheses............................................................................ 55
3.7.2 Data analysis......................................................................... 56

4. Data Analysis ...................................................................................................... 58

4.1 Identify the important attributes of Da Nang........................................ 59
4.2 Profile of respondents........................................................................... 62
4.3 Testing of hypotheses .......................................................................... 65
4.3.1 Testing of hypotheses 1a and 1b ......................................... 65
4.3.2 Testing of hypotheses 2........................................................ 84
4.3.3 Testing of hypotheses 3........................................................ 88
4.3.4 Factor analysis ...................................................................... 91
 xiii

TABLE OF CONTENTS (CONTINUED)

Page
4.3.5 Path analysis ......................................................................... 93
4.3.6 Testing of hypotheses 4........................................................ 94
4.3.7 Testing of hypotheses 5........................................................ 97
4.3.8 Testing of hypotheses 6........................................................ 100
4.3.9 The result of path analysis.................................................... 103
4.4 Importance-Performance Analysis (IPA) .............................................. 104

5. Summary, Discussion and Recommendation .................................................... 108

5.1 Summary............................................................................................... 109
5.1.1 Objective 1............................................................................. 110
5.1.2 Objective 2............................................................................. 112
5.1.3 Objective 3............................................................................. 115
5.1.4 Objective 4............................................................................. 116
5.1.5 Objective 5 and 6.................................................................. 116
5.1.6 Path analysis coefficients...................................................... 116
5.1.7 Result of Importance-Performance Analysis (IPA)............... 117
5.2 Discussion............................................................................................. 118
5.3 Recommendation.................................................................................. 121
 xiv

TABLE OF CONTENTS (CONTINUED)

Page
5.4 Limitation of the study .......................................................................... 124
5.5 Recommendations for future research................................................. 125

BIBLIOGRAPHY........................................................................................................ 126

APPENDICES ........................................................................................................... 148

A ................................................................................................................. 149
B ................................................................................................................. 152
C ................................................................................................................. 154

BIOGRAPHY ............................................................................................................. 161

 xv

LIST OF TABLES

Table Page
2.1 Pull factors .......................................................................................................... 13
2.2 Literature on Frequently Employed Destination Attributes ................................ 21
2.3 Destination image definitions.............................................................................. 33
3.1 Methodologies employed by previous researchers............................................ 43
3.2 International tourist arrivals in 2007 ................................................................... 46
3.3 Stratified sampling of international tourists ........................................................ 48
3.4 Reliability analysis for destination decision........................................................ 54
3.5 Reliability analysis for attribute satisfaction ....................................................... 55
4.1 The ranking of destination attributes of Da Nang.............................................. 60
4.2 Characteristics of respondents........................................................................... 63
4.3 Characteristic of respondents by country........................................................... 63
4.4 Importance degree toward destination selection of international tourists ......... 66
4.5 Group mean values, assumption testing and t-test (landscape)....................... 67
4.6 Group mean values, assumption testing and t-test (culture and history) ......... 69
4.7 Group mean values, assumption testing and t-test (service)............................ 70
4.8 Group mean values, assumption testing and t-test (people)............................. 71
4.9 Group mean values, assumption testing and t-test (safety).............................. 73
4.10 Group mean values, assumption testing and t-test (relax).............................. 74
 xvi

LIST OF TABLES (CONTINUED)

Table Page
4.11 Group mean values, assumption testing and t-test (weather)......................... 75
4.12 Group mean values, assumption testing and t-test (price).............................. 77
4.13 Group mean values, assumption testing and t-test (sites).............................. 78
4.14 ANOVA: Group mean values (age groups) ..................................................... 79
4.15 Tukey HSD: mean difference according to age groups .................................. 80
4.16 Normality of P1WishVisit with destination attributes........................................ 82
4.17 R square of P1WishVisit with destination attributes ........................................ 83
4.18 Multiple regression analysis of P1WishVisit with destination attributes.......... 83
4.19 Destination image and its significant importance to destination choice.......... 85
4.20 Group mean values and t-test results (destination image).............................. 85
4.21 Mean values, kurtosis and skewness of groups of age .................................. 87
4.22 Levene test of homogeneity of P1Destion-Image............................................ 87
4.23 One-way ANOVA for groups of age................................................................. 88
4.24 Pearson correlation coefficients ...................................................................... 89
4.25 New correlations between image and importance attributes........................... 90
4.26 KMO and Bartlett's Test for factor analysis ..................................................... 91
4.27 Factor analysis of the satisfaction of important attribute items ....................... 91
4.28 Normality of P2Satisfied with F1Entment, P2PerSaferty and F3Lscape ........ 95
 xvii

LIST OF TABLES (CONTINUED)

Table Page
4.29 R Square of P2Satisfied with F1Entment, P2PerSaferty and F3Lscape ........ 97
4.30 Multiple regression analysis of P2Satisfied with three factors ........................ 97
4.31 Normality of P2Satisfied and P2Post-Image.................................................... 98
4.32 R Square of P2Satisfied and P2Post-Image.................................................... 99
4.33 Simple regression analysis of P2Satisfied and P2Post-Image ....................... 100
4.34 Normality of P2Revisit, P2satisfied and P2Image ........................................... 101
4.35 R Square of P2Revisit with P2Satisfied and P2Post-Image ........................... 102
4.36 Multiple regression of P2Revisit with P2Satisfied and P2Post-Image ............ 102
4.37 Decomposition of causal effects into direct, indirect, and total effects ........... 104
4.38 Mean importance and mean performance....................................................... 106
5.1 Important attributes and their importance to destination choice........................ 110
5.2 Group mean values, assumption testing and T-test.......................................... 111
5.3 Importance degree of attributes to tourist’s wish to visit Da Nang ................... 112
5.4 Destination image and its significant importance to destination choice............ 112
5.5 Importance degree of destination image with demographic groups ................. 113
5.6 Correlations between important attributes and pre-visit image. ........................ 113
5.7 Correlations between image and attributes, controlling for demography.......... 114
5.8 Significance between P2satisfied and three variables ...................................... 115
 xviii

LIST OF FIGURES

Figure Page
Figure 2.1 Da Nang on the EWEC road .................................................................. 25
Figure 2.2 Conceptual framework ............................................................................ 38
Figure 4.1 Linearity and homogeneity of P1WishVisit with destination attributes . 82
Figure 4.2 Path model of the determinants of revisit intention after visitation........ 93
Figure 4.3 Linearity and homoscedasticity of........................................................... 96
Figure 4.4 Linearity and homoscedasticity of P2Satisfied and P2Post-Image........ 99
Figure 4.5 Linearity and homoscedasticity of P2Revisit, P2satisfied and P2Image 101
Figure 4.6 Path coefficients ...................................................................................... 103
Figure 4.7 Importance – Performance Analysis grid................................................ 105
Figure 4.8 Result of Importance-Performance Analysis .......................................... 107
Figure 5.1 Path Analysis coefficients ....................................................................... 116
Figure 5.2 Importance-Performance Analysis grid................................................... 117
 CHAPTER 1
INTRODUCTION

1.1 Background
Tourism has been a crucial factor in the economic development strategy of
many countries (Lea, 1998). In recent years, tourism has been one of the most
important and consistent growth industries worldwide, and is currently held to be one of
the major service industries (Bansal and Eiselt 2004; Zang et al., 2004).
All over the world, with 846 million international tourist arrivals, corresponding to
an increase of 5.4% over the previous year, 2006 exceeded expectations. The 846
million international arrivals currently estimated represent an additional 43 million over
2005’s level – marking a new record year for the industry. Of these 43 million, 22 million
were for Europe, 12 million for Asia and the Pacific, and 3 million for each of the
remaining regions – the Americas, Africa and the Middle East. The tourism sector
continued to enjoy above average results and recorded a third year of sustained growth.
One notable feature of 2006 was the continuing healthy performance of emerging
destinations, backed up by one of the longest periods of sustained economic expansion.
All regions and sub-regions succeeded in achieving positive growth, although the
regional averages mask some fairly mixed performances across different sub-regions
and countries (World Tourism Organization – UNWTO, 2007).
 2

World Travel and Tourism Council Report (2007) estimated that the world's
travel and tourism industry contributed 3.6% (US$1,851.2 billion) to Gross Domestic
Product (GDP) in 2007, with an anticipated rise to (US$3,121.7 billion) by 2017.
Employment from world travel and tourism economy employment is estimated at
231,222,000 jobs in 2007, 8.3% of total employment, meaning 1 in every 12.0 jobs. It is
predicted that by 2016, there will be 262,639,000 jobs, 8.3% of total employment, or 1
in every 12.0 jobs (World Travel and Tourism Council, 2007). It is estimated that world
travel and tourism generated 12.2% of total exports (US$1,847.8 billion) in 2007, and it
is predicted that this will rise to US$3,806.4 billion (10.6% of total) in 2017. The capital
investment in world travel and tourism for 2007 was estimated at US$1,155,427.0
billion, or 9.5% of total investment, with the projected figure for 2017 being
US$2,392,765.0 billion or 9.9% of total investment.
Da Nang, the central-region city of Viet Nam, in the past it was known through
the Vietnamese history in which its strategic important location was selected to be the
first steps for the invasions of Viet Nam by the French in 1858 and American Navy
troops in 1965. Today, Da Nang has been well known in the international tourism
market through its beach as one of among “the World’s Most Luxurious Beaches”
ranked by Forbes magazine. Traveling Da Nang international tourists would have a
good chance to find out about Sa Huynh culture, visit historic sites, beautiful
landscapes, and ecotourism sites or take part in the traditional activities of with local
people and furthermore enjoy the abundance of non-material cultural heritages.
 3

1.2 Problem statement

As tourism can bring in income, employment, tax revenue and foreign exchange
earnings, many countries have joined in the competition of attracting foreign tourists.
For instance, in almost all the Mediterranean countries, tourism has now become one of
the main sources of income (Howells, 2000).
The increasing growth of tourism industry is widely recognized for its
contribution to the economic development of regions and nations all around the world.
For many destinations, visitor expenditure on accommodation, food and drink, local
transport, entertainment, shopping, etc. is an important pillar of their economies,
creating much needed employment and opportunities for development. Some 75
countries earned more than US$ 1 billion from international tourism in 2006. UNWTO
estimates that worldwide receipts from international tourism reached US$ 733 billion
(584 billion Euros) in 2006. In absolute terms, international tourism receipts increased
by US$ 57 billion (40 billion Euros) in 2006 – an amount well above the receipts of the
world’s second biggest tourism earner, Spain, or the combined receipts of the Middle
East and Africa (World Tourism Organization – UNWTO).
Due to the potential benefits that international tourists have been bringing to
destinations, there has been highly competitive among regional destinations, even
among local destinations in a national destination. This is especially economically
significant when UNWTO's Tourism 2020 Vision forecasts that international arrivals are
expected to reach nearly 1.6 billion by the year 2020. Of these worldwide arrivals in
2020, 1.2 billion will be intraregional and 378 million will be long-haul travelers. Long-
 4

haul travel worldwide will grow faster, at 5.4 per cent per year over the period 1995-
2020, than intraregional travel, at 3.8 per cent. Consequently the ratio between travel
will shift from around 82:18 in 1995 to close to 76:24 in 2020 (UNWTO, Tourism 2020
vision).
Therefore, the question that arises here is what drives travelers to leave their
hometown for a certain destination in order to enjoy their holiday? This is a significant
contribution to the socio - economic development of destination where its production-
based economy is still limited in Da Nang city.
There is no doubt that, however, in spite of much effort of destinations which is
put into development of their tourist attractions, tourism is, today, a much more
competitive than it ever was before. Therefore, the identification of important attributes
of Da Nang city and a comprehensive evaluation of these attributes about their impacts
on destination decisions of the international tourists would be of significant to the
tourism planners of Da Nang city and assist them in tourism product development and
marketing strategies in the highly competitive international tourism market.

1.3 Objectives of the study

In the light of the facts presented in the background and problem statement, this
study aims to:
1. To identify Da Nang’s important attributes and their degree of importance to the
selection of Da Nang as tourists’ destination.
 5

2. To identify the importance degree of Da Nang’s image to the selection of Da

Nang as tourists’ destination and examine the correlation between important
degree of each of attributes and pre-visit image of Da Nang.
3. To examine the correlation between tourists’ satisfaction degree with each of
important attributes and their overall satisfaction with their trip to Da Nang.
4. To examine the correlation between tourists’ overall satisfaction with the trip and
their post-visit image of Da Nang.
5. To examine the correlation between tourists’ overall satisfaction and their
intention to revisit Da Nang
6. To examine the correlation between post-visit image of Da Nang in the mind of
tourists and their intention to revisit Da Nang.
7. To investigate strengths and weaknesses of destination attributes of Da Nang

1.4 Research questions

As stated in the research objectives, this study will investigate a part of
problems. Therefore it focuses on the three following questions:
1. What are the important attributes of destination and which of them play
important role in attracting international tourists to visit Da Nang?
2. Does pre-visit image of Da Nang play an important role in attracting international
tourists to visit Da Nang? How and to what extent each of important attribute
has an effect on pre-visit image of Da Nang?
3. How and to what extent tourists’ satisfaction with each of important attribute has
 6

an effect on their overall satisfaction with the trip?

4. How does overall satisfaction impact on post-visit image of Da Nang in the mind
of international tourists?
5. How does overall satisfaction impact on tourists’ intention of revisit to Da Nang?
6. How does post-visit image impact on tourists’ intention of revisit to Da Nang?
7. What are the strengths and weaknesses of destination attributes of Da Nang?

1.5 Scope of the study

The framework of this research is targeted on international tourists who visit Da
Nang during August and September 2008 with an attempt to measure the attitude of
international tourists and important level of destination attributes of Da Nang affecting
the decisions and attitude of international tourists.
The measurement based on the expectations and perceptions of international
tourists prior to and after visiting Da Nang as their destination.

1.6 Operational definitions

International tourist: non-Vietnamese who visits Da Nang during the months of
August and September.
Pre-visitation: a status when international tourist who decided to visit Da Nang
but not starting the trip yet.
 7

Post-visitation: a status when international tourist who just finished their visit in
Da Nang.
Destination attribute: feature or characteristic Da Nang place which attracts
international tourists to visit for leisure
Tourist satisfaction: the level of pleasure of an individual tourist with Da
Nang’s attributes after visiting Da Nang city.
Destination image: awareness of an individual tourist about the place of Da
Nang based on his/her perception and experience about Da Nang.
Re-visit intention: the likelihood of international tourists to visit Da Nang again
in the future.

1.7 Expected benefits

This study expects to bring in potential benefits to diverse target groups as
follows:
1. Da Nang city perspective: According to the objectives of this study,
multifaceted understanding of important attributes that attract international tourists to
visit Da Nang will contribute as a supportive tool for the Tourism Department of Da
Nang city in allocating effectively its limited financial source and human capital for the
improvement of these attributes. As for important attributes that have more positive
effects on international tourists’ satisfaction degree, the city should pay much intention
to create tourism products designed to meet these needs and expectations. As for
 8

those that have not much effects, the city should do further research to investigate why
foreign visitors have a low satisfaction on them, then devise a long-term planning to
develop it to be improved attributes in the future. Shortly, Da Nang’s tourism planner
can benefit from implications for developing segmentation, positioning, and promotional
strategies.
2. Domestic tour operator perspective: Multifaceted understanding of important
attributes will contribute as guidance for tourism firms in Da Nang city in particular and
all over the country in general in offering Da Nang’s tour packages that most satisfy
international tourist’s expectation during their trips to Da Nang city.
3. Researcher perspective: the majority of previous researches focus on
attractions, sites or image of destination, just one research studying on destination
attributes but not investigating attribute of “close to other destinations”. This study will fill
this gap by focusing on and destination attributes with the investigation of attribute
“located nearly World Heritage Sites”. This because Da Nang is very close in terms of
distance to three world cultural heritage sites such as Complex of Hue Monuments in
Hue province, Hoi An Ancient Town and My Son Sanctuary in Quang Nam province.
Another benefit that can expect from this study is to provide researchers with a
meaningful understanding about destination attributes in the context of emerging
destination like Da Nang city which is rarely researched in the previous study.
 9

1.8 Organization of the study

This research embraces five chapters. Chapter 1 describes the background,
problem statement, objectives of study, research questions, scope of the study,
expected benefits and operational definitions. Chapter 2 will go through the relevant
literature reviews which lead to formulation of the conceptual framework of this study.
Then the research methodology will be presented in chapter 3. Chapter 4 will go in
detail by discussing results of the research. And finally, conclusion will be made in
chapter 5, also in this chapter the study will give recommendations and highlight the
limitations that arise during the implementation of this study for the next research
purpose.
 CHAPTER 2
LITERATURE REVIEW

The purpose of this chapter is to review the concepts and theories related to the
research as follows:
2.1 The push-pull motivational framework
2.2 Destination attribute
2.3 Frequently employed destination attributes in literature
2.4 Attractive Attributes of Da Nang
2.5 Tourists’ satisfaction and its relationship with destination attributes
2.6 Destination image and its relationship with destination attributes
2.7 Intention to revisit destination
2.8 Conceptual framework
2.9 Related research
 11

2.1 The push-pull motivational framework

There were numerous researches related to tourism motivation in more than last
30 years aiming to clarify “why do people travel” (e. g. Cohen, 1972; Polog, 1974;
Dann, 1977; Crompton, 1979; Yuan and McDonald, 1990; Oh et al 1995; Gnoth, 1997;
Jang and Cai, 2002; Kim et al., 2007). According to a review of the relevant literature by
Pandora Kay (2003), there are four main theoretical approaches to tourism motivation
such as need-based motivation (Maslow 1943), value-based motivation (Rokeach 1968),
expectancy theory (e.g. Witt & Wright 1992), benefits sought or realized (e.g., Pearce
and Caltabiano 1983; Frochot & Morrison 2000). Also according to Pandora Kay (2003)
each of the theoretical approaches has its advantages, disadvantages, problems and
challenges also. However, frequently mentioned approach, in addition to the four main
approaches stated above, is push and pull framework.
The push-pull framework provides a simple and intuitive approach for explaining
the motivations underlying tourist behavior (Dann 1977). According to the literature on
the push and pull, push indicates that people are initially pushed by internal desires or
emotional factors such as the need for escape, knowledge, relaxation, prestige,
adventure and so forth (e g. Crompton, 1979; Yan and McDonad, 1990; Usal and
Jurowshi, 1994; Cha et al., 1995; Oh et al, 1995; Balogul and Uysal, 1996; Hanqin and
Lam, 1999; Kozak 2002; Kim and Lee, 2002; Jang and Cai, 2002; Bogari et al., 2003;
Yoon and Uysal, 2005). They are then pulled by external factors such as natural and
historical attractions, expenditure, sport and outdoor activities, etc. (e g. Crompton,
1979; Yan and McDonad, 1990; Usal and Jurowshi, 1994; Cha et al., 1995; Oh et al,
 12

1995; Balogul and Uysal, 1996; Hanqin and Lam, 1999; Kozak 2002; Jang and Cai,
2002; Kim and Lee, 2002; Bogari et al., 2003; Yoon and Uysal, 2005).
Push and pull factors have generally been characterized as relating to two
separate decisions made at two separate points in time—one focusing on whether to
go, the other on where to go (Klenosky, 2002). When these two groups of factors are
convened, the destination selection would occur and international tourism would
happen. Dann (1981) maintained that “once the trip has been decided upon, where to
go, what to see or what to do (relating to the specific destinations) can be tackled.
Thus, analytically, and often both logically and temporally, push factors precede pull
factors”. Some argue that the motivation to travel can only relate to push factors (Witt
and Wright 1992), others see push factors in terms of needs (Pearce and 1982).
From my point of view, therefore, through the review of literature on tourism
motivation, it can be considered that push factors operate as a destination demand –
people’s need to visit a certain destination, while pull factors operate as a destination
attribute supply – destination’s offerings of attractive attributes aiming to attract
perspective tourists to visit its place and satisfy their motives, drives or needs. And
therefore, this study will consider pull factors of a certain destination as attractive
attributes of destination or destination attributes. And they can be used interchangeably.
 13

2.2 Destination attributes

The pull factors of a tourist destination refer to a combination of facilities and
services made up of a number of multidimensional attributes that all contribute to the
attractiveness of the destination for a particular individual in a choice situation (Hu and
Ritchie, 1993). Travelers’ perceptions of the extent to which a destination will be able to
fulfill their particular holiday requirements are reflected in the attractiveness of the
destination. Once the decision to travel has been taken, it is the pull factors which
attract the individual to a particular destination (Oh et al, 1995). Pull factors come forth
as a result of the attractiveness of a destination according to the traveler’s perceptions
(Uysal and Hagan, 1993) and these are the factors that motivate him or her when
planning a holiday (Goossens, 2000). Therefore, destination attributes are of survival
importance in pulling international tourists to particular destinations.
Table 2.1 demonstrates the most important pull factors (destination attributes)
that attract people to particular destinations.

Table 2.1 Pull factors

Pull factors
and Weather
environment

Researchers
Expenditure
attractions

attractions

attractions
Sport and
Historical

activities
outdoor

Alcohol
Natural

Sex

Yuan and McDonald (1990) ๏ ๏ ๏

Jamrozy and Uysal (1994) ๏ ๏ ๏ ๏
Uysal and Jurowski (1994) ๏ ๏ ๏
Oh et al (1995) ๏ ๏ ๏
 14

Pull factors

and Weather
environment

Expenditure
Researchers

attractions

attractions

attractions
Sport and
Historical

activities
outdoor

Alcohol
Natural

Sex
Baloglu and Uysal (1996) ๏ ๏ ๏
Josiam et al (1999) ๏ ๏ ๏
Hanqin and Lam (1999) ๏ ๏
Josiam et al (1999) ๏
You and O' Leary(1999) ๏ ๏ ๏ ๏
Clift and Forrest (1999) ๏
Ryan and Glendon (1998)
You et al (2000) ๏ ๏ ๏ ๏
Herold et al (2001) ๏
Kozak (2002) ๏ ๏ ๏
Lee et al (2002) ๏ ๏ ๏ ๏
Jang and Cai (2002) ๏ ๏ ๏
Chartrs and Ali-Knight (2002) ๏
Bogari et al (2003) ๏ ๏ ๏ ๏
Bruwer (2003) ๏
Omondi (2003) ๏
Zhang et al (2004) ๏
Beerli and Martin (2004) ๏ ๏ ๏
Awaritefe (2004) ๏ ๏
Alant and Bruwer (2004) ๏
Jaffe and Pasternak (2004) ๏
Yuan et al (2005) ๏
Yoon and Uysal (2005) ๏ ๏ ๏
Jang and Wu (2006) ๏ ๏
Getz and Brown (2006) ๏
Yokota (2006) ๏
Kim et al (2007) ๏ ๏ ๏ ๏
Correia et al (2007) ๏ ๏

Source: Alghamdi, 2007

 15

2.2.1 Historical attractions

Historical attractions signify the presence of historically or
archaeologically interesting buildings and places, ancient cult sites (stones, trees, caves,
hills, groves), ancient burial sites, hill-forts, ruined castle, churches, manors, arts and
crafts places, local festivals, and historical cities that attract tourists to some
destinations (see Hanqin and Lam, 1998; Jang and Cai, 2002; Zhang et al., 2004; Yoon
and Uysal, 2005;). Despite the consensus in the literature about the items that
constitute this factor, they are different in the name that has been given to this factor.
For example, the same factor might be named as natural and historical (e. g.
Jang and Cai, 2002; Jang and Wu, 2006), cultural and historical (e.g. Oh et al ,1995;
Yuan and McDonald, 1995; Boggari et al, 2003), cultural activities (Jamrozy and Uysal,
1994), cultural experience (Uysal and Jurowski, 1994), cultural and heritage activities
(You et al, 2000) natural/ecological sites (Lee et al, 2002) and attractions (Kim et al ,
2006).
According to the review of literature by Abdulraheem Alghamdi (2007) nationals
from several countries are pulled to travel to see the historical attractions of certain
countries and cities. They, however, travel both domestically and overseas. Like in most
cases, nationals from developing countries do travel mostly domestically to see different
historical attractions and those from developed countries mostly travel to overseas
destinations due to their interest in viewing historical places. For example, British,
German, French, Australian, Japanese, US tourists are more likely pulled to travel to
foreign destinations by this factor, while Nigerian, Saudi Arabian, Taiwanese tourists are
 16

more likely attracted to travel to destinations in their home countries. Finally, tourists
from China were mostly attracted to travel to neighboring countries like Singapore and
Hong Kong. It is important to note that, on average, tourists from developed countries
travel to far away places. However, the fact that tourists from developing countries
mostly travel domestically or to neighboring countries is a significant concern. Giving
that, neighboring countries are very much similar to domestic destinations mostly in
terms of their history and cultural artifacts. Nonetheless, the reason that they might
choose to do so might be the high cost involved in travelling to far away places.

2.2.2 Natural environment and weather attraction

The natural environment and weather factor signify the availability of certain
features in some destinations such as wilderness and undisturbed areas, national
parks/forests, rivers, rural areas and nice weather that attract tourists to these
destinations (Jamrozy and Uysal, 1994; Usyal et al., 1994; Uysal and Jurowski 1994; Oh
et el, 1995; You et al, 2000; Jang and Cai, 2002; Kim et al, 2003; Yoon and Usyal,
2005; Kim et al, 2006). Smith (1990) reported that the natural environment and weather
conditions are very significant in determining the attractiveness of a region as a holiday
destination.
According to previous research this factor plays a significant role in satisfying
several needs of tourists (Uysal and Jurowski, 1994; Oh et al, 1995; Jang and Cai,
2002). For example, Uysal and Jurowski (1993) argued that rural areas and small towns
attract tourists who are motivated by the push factor of escape. According to Oh et al,
 17

(1995), Australian adventure seekers, when choosing a destination abroad, give

importance to such destination attributes as wilderness and undisturbed areas, and
national parks/forests. Furthermore, Uysal’s (1994) study showed that nearly 64% of
Australian travellers to the USA had visited a national park or natural area in the USA,
and that although they were motivated by a number of factors including relaxation,
hobbies, novelty, enhancement of family relationships, escape, and prestige, the most
important factor for Australian tourists was novelty.

2.2.3 Expenditure and low travel cost factor

The United Nations and The World Tourism Organization (1993) defines tourist
expenditure as “the total consumption expenditure made by a visitor or on behalf of a
visitor for or during his/her trip and stay at a destination and which expenditure is
related to that trip and which trip is undertaken outside the usual environment of the
tourist”. The expenditure factor as an attraction factor includes several items such as
cost of trip, accommodation budget, cost of tourist goods and services, cost of public
transportation and so on (Yuan and McDonald, 1990; Uysal and Jurowski, 1994; Oh et
al., 1995; Hanqin and Lam, 1998; Kozak, 2002; Zhang et al., 2004; Kim et al, 2006).
These separate costs are significantly important if they are combined in package tours.
The total cost of a package plays a significant role in the selection of a destination for
all but high-income tourists (Christie and Crompton, 2001).
One of the most important factors that pulls international visitors to particular
destinations is expenditure of the trip. For instance, Kim and Lee (2006) noted this
 18

factor to be the most important factor across international destinations such as Mexico,
Canada, United Kingdom, Spain, Italy, Germany, France, Asia, Ireland, and Jamaica.
Moreover, expenditure was the first most important factor that attracts tourists from
Britain, France, Japan and Germany who travel abroad (Yuan and McDonald, 1990).
Zhang et al (2004) investigated Hong Kong residents’ preferences toward
destination choice of outbound leisure travel, and they found that the cost of travelling
overseas was one of the factors that attracts Hong Kong tourists to travel abroad.
Furthermore, they found that this factor was more important for tourists with an income
under US$ 15000 compared to those in other income groups (US$ 15000- US$ 29999
and US$ 30000 and above). That means that persons with limited economic mean
spend their holidays within the borders of their own country, or indeed they may not
travel for tourism at all.

2.2.4 Sports and Outdoor Activities

According to the review of literature by Abdulraheem Alghamdi (2007) the sport
and outdoor activities factor refer to the availability of attractions such as water sports,
good beaches for swimming/sunbathing, good hunting, good fishing, golf and tennis,
hiking, climbing and sporting events that attract tourists to participate in sport or
physical activities in some destinations (e. g Yuan and McDonald, 1990; Jamrozy and
Uysal, 1994; Uysal and Jurowski, 1994; Cha et al, 1995; Oh et al, 1995; Baloglu and
Uysal; 1996; Yoon and Uysal, 2005; Kim et al 2007). For example, according to Kim
and Chalip (2004) sporting events are a type of attraction that can attract participants,
 19

spectators, and tourists (Hall, 1992; Chalip et al., 2003). Moreover, the availability of
water-sport activities in Northern Cyprus attracts tourists to the island (Yoon and Uysal,
2005).
Sports and outdoor activities play an important role in the selection of cities and
resort areas (Uysal and Jurowski, 1994). Kozak (2002) comparing British and German
tourists visiting Turkey and Marllorca found that the availability of sports facilities in the
two destinations attracted German tourists more than British tourists. Furthermore, Jang
and Cai (2002) argued that the availability of outdoor activities in the US was an
important factor for attracting British tourists.

2.2.5 Alcohol attractions

Alcohol attractions refer to the phenomenon by which individuals are attracted to
a particular destination because of the availability of licit or illicit alcohol (including wine)
and related services. This includes the availability of outlets for alcohol (e.g. night clubs,
bars and pubs), wine regions and so forth (e.g. Josiam et al, 1998; Charters and Ali-
Knight, 2002; Alant and Bruwer, 2004; Jaffe and Pastenak, 2004; Getz and Brown,
2006). For example, Charters and Ali-Knight (2002); Alant and Bruwer, (2004); and
Getz and Brown (2006) presented that the presence of wine regions in Australia and
South Africa attracts many tourists who want ‘to taste wine’, ‘to have a nice tasting
experience’, ‘to enjoy different wines’ and ‘to find interesting and special wines’.
 20

2.3 Frequently employed destination attributes in literature

There is a dearth of studies on the motivation of leisure/recreation visitors in the
Third World (Awaritefe, 2004). In contrast, tourism motivation studies in Western
environments abound; they include Cohen (1974), Crompton (1979), Dann (1981), Iso-
Ahola (1982), Pearcy (1982), Moscardo and Pearce (1996), Pyo et al. (1989), Plog
(1991), Uysal and Jurowski (1993), Oh et al. (1995), McGehee et al. (1996), Mosteller
(1998) and Eftichiadou (2001). Besides, the majority of previous researchers have been
studying separate destination attributes associated to specific destinations which are
often tourism areas in developed countries such as U.S., Canada, Japan, and Australia
or in newly industrial countries like Korea, Singapore, Hongkong and Taiwan.
According to the review of literature in section 2.2, the most important
destination attributes are categorized in six pull factors. These attributes have been
studied separately and diversely by numerous previous researchers. However, it is
impossible to find an empirical research in the context of Da Nang. This study reviews
previous research on common destination attributes and uses it as the reference for the
attributes of Da Nang.
 21

Table 2.2 Literature on Frequently Employed Destination Attributes

Sample Destination Attributes
Researchers
size 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Haahti (1986) 681 ๏ ๏ ๏ ๏ ๏ ๏ ๏ ๏
Gartner (1989) 3000 ๏ ๏ ๏ ๏ ๏
Um & Crompton
359 ๏ ๏ ๏ ๏ ๏ ๏ ๏ ๏
(1990)
Hu and Ritchie
400 ๏ ๏ ๏ ๏ ๏ ๏ ๏ ๏ ๏
(1993)
Philipp (1993) 213 ๏ ๏ ๏ ๏
Milman & Pizam
750 ๏ ๏ ๏ ๏ ๏ ๏
(1995)
Baloglu &
356 ๏ ๏ ๏ ๏ ๏ ๏ ๏ ๏ ๏ ๏
Mccleary (1999)
Chen & Hsu
285 ๏ ๏ ๏ ๏ ๏ ๏ ๏ ๏ ๏ ๏
(2000)
Kozak &
Rimmington 220 ๏ ๏ ๏ ๏ ๏ ๏ ๏ ๏
(2000)
Joppe et, al.
359 ๏ ๏ ๏ ๏ ๏ ๏
(2001)
Gallarza & qualitati
๏ ๏ ๏ ๏ ๏ ๏ ๏ ๏ ๏ ๏ ๏ ๏
Saura (2002) ve
Johns &
1099 ๏ ๏ ๏ ๏ ๏ ๏
Gyimothy (2002)
Klenosky (2002) 53 ๏ ๏ ๏ ๏ ๏ ๏
Sonmez &
552 ๏ ๏ ๏ ๏ ๏ ๏ ๏ ๏ ๏ ๏ ๏ ๏ ๏ ๏
Sirakaya (2002)
Anwar & Sohail
1200 ๏ ๏ ๏ ๏ ๏ ๏ ๏ ๏ ๏
(2003)
Awaritefe (2003) 376 ๏ ๏ ๏ ๏ ๏ ๏
 22

Sample Destination Attributes

Researchers
size 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Benckendorff &
407 ๏ ๏ ๏ ๏ ๏ ๏
Pearce (2003)
Cave et, al.
281 ๏ ๏ ๏ ๏ ๏ ๏ ๏ ๏ ๏
(2003)
Pike (2003) 25 ๏ ๏ ๏ ๏ ๏ ๏ ๏ ๏ ๏ ๏ ๏ ๏ ๏
Bansal & Eiselt
588 ๏ ๏ ๏ ๏ ๏
(2004)
Obenour et, al.
610 ๏ ๏ ๏ ๏ ๏ ๏ ๏ ๏ ๏
(2004)
Pike & Ryan
763 ๏ ๏ ๏ ๏ ๏ ๏ ๏ ๏ ๏
(2004)
Suh & Gartner
420 ๏ ๏ ๏ ๏
(2004)
Bonn el, al.
14205 ๏ ๏ ๏ ๏ ๏ ๏ ๏
(2005)
Enright &
413 ๏ ๏ ๏ ๏ ๏ ๏
Newton (2005)
Lam & Hsu
299 ๏ ๏ ๏ ๏ ๏
(2005)
O'Leary &
281 ๏ ๏ ๏ ๏ ๏ ๏ ๏ ๏ ๏ ๏
Deegan (2005)
Yoon & Uysan
148 ๏ ๏ ๏ ๏ ๏ ๏ ๏ ๏ ๏ ๏
(2005)
Total (N = 28) 26 24 21 20 17 17 17 15 14 13 12 10 7 3 3 1

Source: Lichen Zhou (2005)

Remarks:
1. Culture and history (monument, heritage, arts, handcraft and ways of life of local
people)
 23

2. Landscape (beautiful scenery and natural attractions)

3. Services (shopping, accommodation, food and transportation)
4. Entertainment
5. Relaxation
6. Climate (e.g. pleasure weather)
7. Price (e.g. cost, good value for money)
8. Sport
9. Safety (personal safety)
10. Local people’s attitude toward visitors
11. Special events and activities
12. Accessibility (information available)
13. Adventure
14. Wildlife
15. Close to other destinations
16. Special animals
Source: Lichen Zhou (2005)

According to review of literature, it can be seen that almost sixteen destination

attributes mentioned above can be grouped in five of six pull factors stated in section
2.2. This study doesn’t mention about sex attraction pull factor because it is considered
as an illegal business according to the Law in Viet Nam. In the context of Da Nang,
however, not all 16 attributes mentioned above can be applied. The next section will
 24

discussed in detail the attractive attributes of Da Nang, then verifying them with the
frequently used destination attributes in literature in order to determine which ones can
be applied to the empirical research in the circumstance of Da Nang.

2.4 Attractive Attributes of Da Nang

It is considered very important to identify the attributes that are attractive to the
tourists (Pawitra and Tan, 2003).
Da Nang, the fourth biggest urban city, is located in the central region of Viet
Nam, 764 kilometers from the capital of Ha Noi in the north and 964 kilometers from Ho
Chi Minh city in the south. Da Nang has a costal line of 70 kilometers, spreading over
an area of 1,256.2 square kilometers and divided into 6 urban districts, 1 rural district
and 1 island district. Da Nang features a variety of natural conditions comprising
mountains, hills, forests, estuaries, rivers, sea and diverse ecosystems. Da Nang is a
port city, an economic, industrial, commercial and tourist service centre in the coastal
zone of central of Viet Nam. It is also an important traffic junction of the country. Da
Nang is both end point of the East West Economic Corridor (EWEC) and the gateway
to Pacific Ocean of EWEC road. Da Nang is also situated in the centre of three
UNESCO designated World Cultural Heritage Sites: Hue City, Hoi An Old Town and My
Son Sanctuary (www.danang.gov.vn).
Da Nang is booming economically – mainly as a result of labor-intensive export
manufacturing industry. Recently, domestic and foreign-invested tourism projects are
emerging as one of major industries which helps propel economy of the Da Nang city in
 25

the upcoming years. Furthermore, Da Nang is endowed with various beautiful sceneries
and has been accumulating in it diverse traditional cultures and festivals for the length
of national history. Therefore, the attraction of international tourists visiting Da Nang
plays an important role in the development cause of Da Nang city. However, Da Nang
has not been effectively exploring its potential tourism yet. That is why there have been
moderate international tourists selecting Da Nang as their destination for the last 10
years.

Figure 2.1 Da Nang on the EWEC road

Source: www.adb.org/gms
 26

Da Nang is endowed with various beautiful sceneries and has been

accumulating in it diverse traditional cultures and festivals for the length of national
history.
- Landscape: Da Nang has the high and mighty Hai Van Pass with full of
perilous obstacles, engraved “the most grandiose beauty spots in the world”, Son Tra
peninsula - an ideal rendezvous for tourists. Surrounding Son Tra peninsula are Da
Spring, Bai But, Bai Rang, Bai Bac, Bai Nom - the beautiful alluvial plains which make
interesting feeling for tourists on being engulfed in splendid of dawn and the quietness
of crepuscule in a picturesque land. The ecotourism resort Ba Na - Mo Spring is
considered as Da Lat, Sa Pa of Viet Nam and the legendary Marble Mountains - 'a
beautiful landscape of the southern heaven and earth'. Mentioning Da Nang, tourists
can not forget the poetic Han River and the rotating bridge across it - the first one in
Viet Nam. This is the pride of Da Nang people because it is built with partial finance
contribution of local people. In addition, with a coast line of 70 kilometers, Da Nang has
deep bays and beautiful beaches, namely Non Nuoc, My Khe, Thanh Khe, Thanh Binh
and Nam O. Coral reefs surrounding Son Tra peninsula are diversified in colors,
species and are well reserved. These landscapes play an important role in the
development of sport and adventure tourism and health resorts of the locality.
- Culture and History: Da Nang has a diversity of featured traditionally cultural
festivals such as Cau Ngu festival, Avalokitecvara festival, Hoa My village festival, An
Hai village festival, Quan The Am Festival. Besides, Da Nang makes a new festival of
 27

Boat Race on the Han River which is annually held on the September 2nd National Day
with tens of racing teams of localities inside and outside the city. Most recently,
International Fireworks Festival is held on the occasion of the March 29 Liberation Day
of the Da Nang city which is now permitted by Vietnamese prime minister to organize
annually. Moreover, traditional vocational villages, namely Hoa Chau Village, Lo Giang
Village House, Non Nuoc stone sculpturing Village, Cam Le Cake “kho me” village,
Phong Nam Village, Tuy Loan Village, Hoa Bac ethnic village, also are interesting
tourism places for international tourists. In addition to cultural asset, Da Nang has a
historic museum system contains Cham sculpture Museum which collects more than
260 art works of Cham people from 7 – 15 centuries; Da Nang Museum, Military
Museum. Besides, religious architectural works such as Cao Dai Oratory, Tinh Hoi
Temple, Quang Minh Temple, Con Ga Church; Tuong singing art have been
contributing to the abundance of culture and history of Da Nang.
- Natural reserves: Da Nang is surrounded by various mountains with diverse
natural reserves, namely the Natural Reserve Ba Na, the Natural Reserve Son Tra, the
Cultural, Historic and Environmental area South of Hai Van Pass. Furthermore, around
the city of Da Nang exits three world cultural heritage sites such as Complex of Hue
Monuments (200km) in Hue province, Hoi An Ancient Town (30km) and My Son
Sanctuary (70km) in Quang Nam province.
- Climate: Da Nang is located in the typical tropical monsoon climate zone, with
high temperature and less fluctuation. The average annual temperature is above 250C.
Particularly, in the Ba Na mountainous area (approximately 1,500m above the sea level)
 28

the average temperature is about 200C. Da Nang lies in the transitional mixed climate
zone between the North and the South. The pleasure climate in the costal areas and Ba
Na mountainous areas is ideal condition for leisure, recreation and tourism
development.
- Safety: Da Nang, with the support of central government and Japanese
international development agency (JICA), has planned to develop Da Nang to be
“environment city” associated with series of criteria under the international environment
benchmark. Da Nang has been famous for its continued success of “five no” program
consisting of “no poverty households”, “no beggars”, “no illiterate people”, “no drug
addicts in community”, “no robbers to kill people”. Just last year, local government
adopted the “three have” program including “have employments”, “have income”, and
“have houses to live”. In addition, the city has been concerning much about food
hygiene safety issues, public security to guarantee a better life for its citizen and people
arriving to live or visit Da Nang.
- Other attributes: The major six Da Nang’s attractions stated above created
various attributes such as special events, sports, entertainment, relaxation that pull
international visitors to Da Nang. The other attributes such as price, service and tourism
information also contributed to pulling international tourists.
By matching destination attributes in literature with those in the context of Da
Nang through review the commercial literature, the study will research 13 attractive
attributes of Da Nang, namely (1) culture and history, (2) landscape, (3) services, (4)
entertainment, (5) relaxation, (6) climate, (7) price, (8) sport, (9) safety, (10) local
 29

people’s attitude toward visitors, (11) special events and activities, (12) accessibility,
(13) close to other destinations.

2.5 Tourists’ satisfaction

Tourist satisfaction is important to successful destination marketing because it
influences the choice of destination, the consumption of products and services, and the
decision to return (Kozak & Rimmington, 2000). Understanding tourist satisfaction is of
utmost importance for the tourism industry, especially because of its effect on their
future economy (e.g. Petrick 2003). Chon (1989) defined that tourist satisfaction is
based on the goodness of fit between expectation about a destination (previous
destination image) and the perceived evaluative experience in the destination (what
tourists see, feel, and achieve in the destination experience).
Chon and Olsen (1991) discovered a goodness of fit correlation between
tourists’ expectations about their destination, and tourists’ satisfaction. Then, after
tourists have bought the travel service and products, if the evaluation of their
experience of the travel product is better than their expectations, they will be satisfied
with their travel experience. Johnson, Anderson et al., (1995) have distinguished
between two different general conceptualizations of satisfaction: transaction-specific
satisfaction and cumulative satisfaction. The former is concerned with “satisfaction as an
individual, transaction-specific measure or evaluation of a particular product or service
experience”. Cumulative satisfaction, on the other hand, is “a cumulative, abstract
 30

construct that describes customer’s total consumption experience with a product or

service”.
Most early research work concentrated on satisfaction at the global level (Oliver,
1980). Until recently, researchers started to pay attention to attribute-level
conceptualization of the antecedents of satisfaction (e.g. Oliver, 1993). According to
Oliver (1993), overall satisfaction and attribute satisfaction are distinct but related
constructs. Attribute satisfaction has significant, positive, and direct effects on overall
satisfaction; it captures a significant amount of variation in overall satisfaction (Oliver,
1993; Spreng, Mankenzie and Olshavsky, 1996). Satisfaction with various components
of the destination leads to overall satisfaction (Kozak and Rimmington, 2000).
Pizam, Neumann, and Reichel (1978) stated that it is important to measure
consumer satisfaction with each attribute of the destination, because consumer
dis/satisfaction with one of the attributes leads to dis/satisfaction with the overall
destination. Furthermore, Rust, Zahorik, and Keininghan (1993) explained that the
relative importance of each attribute to the overall impression should be investigated
because dis/satisfaction can be the result of evaluating various positive and negative
experiences. Huh (2002) maintained that some attributes influence tourists’ satisfaction
more than other attributes and that these need to be given more attention when
planning tour packages. Glasson (1994) revealed that around 80% of tourists who
visited Oxford were satisfied with this destination and over 80% said that they would
make a return visit. Kozak and Rimmington (2000) reported that tourists are likely to
 31

revisit and recommend the destinations with which they are satisfied with the attributes
that destinations offered.
In the tourism literature, tourist satisfaction has been assessed though various
theories and models: expectancy/disconfirmation (Oliver, 1980), equity (Oliver and
Swan, 1989), importance/performance, and perceived overall performance (Tse and
Wilton, 1988). Due to the close relationship between the level of tourist satisfaction and
future behavior, the performance of a destination’s products and services should be
evaluated through satisfaction measurement. According to Kozak (2000), it seems
unclear which model is best suited to a particular destination marketing situation. The
measurement and management of tourist satisfaction in destination marketing should
improve the methodological weaknesses of past research.
The relationship between satisfaction and post-purchase behavior has been well
established by prior literature (Hallowell, 1996; Rust and Zahorik, 1993). A number of
studies have revealed a significant positive relationship between customer satisfaction
and behavioral retention (Taylor and Baker, 1994; Cronin et al., 2000). In tourism
industry, several empirical evidences have confirmed the positive relationship between
tourists’ satisfaction and their behavioral intentions to revisit and recommend the
destination to other people (e.g. Ross, 1993; Bramwell, 1998; Kozak Rimmington, 2000;
Kozak, 2001; Yoon and Uysal, 2005).
The relationship between customer satisfaction and image has not received
much attention from researchers. This is because they are typically analyzed with other
constructs—such as perceived value, perceived quality, and customer loyalty (Abdullah
 32

et al., 2000; Kandampully & Suharatanto, 2000). However, this relationship has been
considered in some earlier works in this field (Gronroos, 1984) and, more recently, it
has been explored in several service industries (Selnes, 1993; Bigne´ et al., 2001; Zins,
2001). Andreassen and Lindestad (1998) have concluded that this relationship is
indirect and is mediated by service quality. Moreover, they found that its influence is
larger when the tangibility of the service offering decreases.

2.6 Destination image

Fakeye and Crompton 1991 maintained that tourism destinations must know the
image that they project in order to have elements allowing them to make strategic and
marketing decisions. The image may be defined as a mental schema developed by a
tourist on the basis of a few impressions selected from among a flood of all
impressions. Research of the past two decades has demonstrated that image is a
valuable concept in understanding the destination selection process of tourists (Baloglu
and McCleary, 1999). Hunt (1971) is the first scholar started studying on the destination
image with a research on the role of image in tourism development. Destination image
has been defined in many different ways by various authors as table 2.3 illustrates
(Gallarza, Gil, and Calderon, 2002).
 33

Table 2.3 Destination image definitions

Researchers Definition of destination image
Hunt 1971 Impressions that a person or persons hold about a state in which they
do not reside
Markin (1974) Our own personalized, internalized and conceptualizing understanding
of what we know
Lawson and An expression of knowledge, impressions, prejudice, imaginations and
Bond-Bovy (1977) emotional thoughts an individual has of a specific object or place
Crompton (1979) An image may be defined as the sum of beliefs, ideas and impressions
that a person has of a destination
Dichter (1985) The concept of image can be applied to a political candidate, a product,
and a country. It describes not individual traits or qualities but the total
impression and entity makes on the minds of others.
Reynolds (1985) An image is the mental construct developed by customer on the basis
of a few selected impressions among the flood of impressions. It comes
into being through a creative process in which selected impressions are
elaborated, embellished and ordered.
Embacher and Image is comprised of the ideas or conceptions held individually or
Buttle (1989) collectively of the destination under investigation. Image can comprise
both cognitive and evaluative components.
Fakeye and Image is the mental construct developed by a potential tourist on the
Crompton (1991) basis of a few selected impressions among the flood of total
impressions.
Kotler et al (1994) The image of a place is the sum of beliefs, ideas, and impressions that
a person holds of it.
Gartner (1993), Destination image are developed by three hierarchically interrelated
(1996) components: cognitive, affective and conative.
Santos Arrebola Image is a mental representation of attributes and benefits soughts of a
(1994) product.
Parenteau (1995) Is a favorable or unfavorable prejudice that the audience and
distributors have of the product or destination
Source: Gallarza, Gil, and Calderon, 2002
 34

Balogu and McCleary (1999) defined country image is composition of cognitive

and affective evaluation of a given country, the total package of variables constitute the
general impression that a person hold on a country. These cognitive evaluations are
brought about by auxiliary factors, influencing factors as symbolic stimuli (country
attributes) and social stimuli (word of mouth from friends). Della Corte (2007) defined the
destination image is the whole of believes, ideas and impressions a destination can
generate in potential and actual tourists’ minds.
Croy (2003) says that destination image is crucial and plays many roles in the
decision-making process, because all decision-making factors, such as time, money,
and family, are based on the image of each destination to satisfy the decision maker’s
motivation. Also, the familiarity and the complexity of the images held play a large role
in this decision-making process.
The initial image formation stage before the trip is the most important phase in
tourists' destination selection processes (Gunn 1972). An overall image of a place is
formed as a result of both perceptual/cognitive and affective evaluations of that place
(Baloglu and McCleary, 1999).
An increasing number of researchers supports the view that destination image is
a multidimensional construct consisting of two primary dimensions: cognitive and
affective (Lawson and Band-Bovy, 1977). The cognitive component can be interpreted
as beliefs and knowledge about the physical attributes of a destination, while the
affective component refers to the appraisal of the affective quality of feelings towards
the attributes and the surrounding environments (Baloglu and McCleary, 1999).
 35

In essence, the research suggests that those destinations with strong, positive
images are more likely to be considered and chosen in the travel decision process
(Goodrich, 1978; Woodside and Lysonski, 1989).
According to Reynolds (1965) the formation of image is like the development of
a mental construct based upon a few impressions chosen from a flood of information. In
the case of destination image, this 'flood of information' has many sources including
promotional literature (travel brochures, posters), the opinions of others (family/friends,
travel agents) and the general media (newspapers, magazines, television, books,
movies). Furthermore, by actually visiting the destination, its image will be affected and
modified based upon first hand information and experience.
The influence of these various sources of information and their role in
destination image formation have been put into context by Gunn (1988) in his model of
the seven phases of the travel experience:
1. Accumulation of mental images about vacation experiences
2. Modification of those images by further information
3. Decision to take a vacation trip
4. Travel to the destination
5. Participation at the destination
6. Return home
7. Modification of images based on the vacation experience.
Using this model, three stages of destination image formation can be identified
at Phases 1, 2 and 7. In Phases 1 and 2, destination images are formed based upon
 36

secondary sources of information, whereas in Phase 7, actual first hand experience is

used to modify the destination's image.
In the final phase of destination image formation, Phase 7, actual experience is
used to modify the destination's image. Research indicates that as a result of visiting
the destination, images tend to be more realistic, complex, and differentiated (Murphy
and Hodel, 1980; Pearce, 1982; Phelps, 1986; Chon, 1987). Once at the destination,
satisfaction largely depends upon a comparison of expectations based on previously
held images and the actual reality encountered at the destination (Chon, 1990).
Destination images permit tourists to generate a set of expectations about a destination
before that destination is actually experienced. The latter seems to be important as the
tourism product has become a bundled product whose services are often characterized
by credence and experience qualities (Zeithaml 1991).
In addition, destination image exercises a positive influence on perceived quality
and satisfaction. More favorable image will lead to higher tourist satisfaction. In turn, the
evaluation of the destination experience will influence the image and modify it (Chon,
1991; Echtner and Ritchie, 1991). Lastly, destination image also affects the behavioral
intentions of tourists. For example, Court and Lupton (1997) found that the image of the
destination under study positively affects visitors’ intention to revisit in the future.
 37

2.7 Intention to revisit destination

Most of the literature on tourist loyalty comes from studies of consumer behavior
in service settings (Riley et al., 2001). This has been a growing area of interest in
recent years (Zins, 2001). Loyalty depends on the level of consumer satisfaction (Oliver,
1980). Loyalty can be defined as the future behavior commitment to purchase a product
or service, or the link with a provider on all occasions when other alternatives are
possible (Rundle-Thiele and Lockshin 2001). Gaining the loyalty of customers today
takes place in both product and services markets and is identified frequently with the
retention of customers because both concepts refer to the repetition of the purchase of
products or services from a single firm by customers over a prolonged period of time
(Tsaur et al. 2002; Petrick 2004). Customer loyalty thus involves a positive attitude
towards the firm’s product or service, followed by favorable behavior that leads to
purchasing it and recommending it to others (Backman and Compton 1991). In tourism,
the intention to return to a destination and the recommendation of the visit to others are
both indicators of loyalty (Bigne´ et al., 2001; Cai et al., 2003; Petrick, 2004). There is
wide agreement among scholars related to the influence that the destination’s image
exercises on the future behavior of tourists (Bigne´ et al., 2001; Mansfeld, 1992).
 38

2.8 Conceptual framework

Pre-visitation Post-visitation

Destination
attributes H1a, H1b
Destination
Destination Attribute H4 Overall H6
H3 revisit
selection satisfaction satisfaction intention
Destination H5
image H2 H7
Destination
image

Figure 2.2 Conceptual framework

(Source: Adapted from Lichen Zhou, 2005)

2.9 Related research

There is a vast literature on tourism industry with the topics such as tourists’
motivation, tourists’ satisfaction, destination image, tourists’ characteristics, tourism
information, tourists’ perception, destination competiveness ect. And the majority of
these topics are researched separately. There is limited examination on the
interrelationship among destination’s important attributes, performance of important
attributes, tourist satisfaction, destination image and behavioral intention. Appropriate
literature that investigates destination’s important attributes in associated with tourists’
satisfaction and destination image is conducted by Lichen Zhou (2005). In addition to
 39

the Lichen Zhou’s research, this study attempted to review other relevant studies for the
purpose of this empirical research.
Lichen Zhou (2005) conducted “Destination attributes that attract international
tourists to Cape Town”. The purpose of the study was to investigate the influence of
Cape Town’ attributes on the international tourist’s decision in the selection of Cape
Town as a destination, and examine the relationship among important attributes, tourist
satisfaction and destination image. Although the revisit intention was mentioned, the
research did not examine its relationship with destination image and tourist satisfaction.
This will be conducted by this research in the context of Da Nang.
Lee, Lee and Lee (2005) implemented the research “Korea’s destination image
formed by the 2002 World Cup” and reviewed that tourist behavior is a process
consisting of several consecutive stages: decisionmaking, onsite experiences,
evaluation, and future behavioral intentions. In spite of broad agreement among
scholars regarding the influence of destination image on the process (Ashworth and
Goodall 1988; Baloglu and McCleary 1999; Echtner and Ritchie 1993; Fakeye and
Crompton 1991; Gartner 1989; Mansfeld 1992; Mathieson and Wall 1982), little
empirical research has been done. This study has attempted to fill that gap. This study
examines how Korea’s image as a World Cup host influenced onsite experiences
(service quality and its affect state), looks at the effects of these experiences on
satisfaction and behavioral intentions, and assesses how satisfaction affects future
behavior (Lee, Lee and Lee, 2005). Relating to the relationship between overall
satisfaction and future behavioral intentions, the study results support the premise
 40

widely suggested and verified in tourism (Appiah- Adu et al 2000; Bigne´ et al 2001)
and marketing literature (Cronin and Taylor 1992; Fornell 1992; Oliver 1980; Oliver and
Swan 1989) that satisfaction is important in relation to future behavioral intentions. The
greater the level of satisfaction, the more likely the willingness to recommend later.
Therefore, in the empirical research of Da Nang, the study will focus on the revisit
intention of tourist, but recommendation to others. Lee, Lee and Lee (2005) concluded
that generalization of the results may be limited, since the area of research only permits
the results to be generalized in the case of Korea, making it advisable to replicate this
research in other settings.
Chen and Tsai (2007) performed the research “how destination image and
evaluative factors affect behavioral intention?” in which they proposed a more integrated
tourist behavior model by including destination image and perceived value into the
‘‘quality–satisfaction–behavioral intentions’’ paradigm. The structural relationships
between all variables with respect to different stages of tourist behaviors were
investigated in the study. Chen and Tsai (2007) noted that the influence of destination
image on after-decision-making behaviors has been neglected in previous studies
except for Bigne et al. (2001) and Lee et al. (2005). Below is the hypothesis testing
result of this research.
H1 Destination image-Trip quality Supported
H2 Destination image-Perceived value Not supported
H3 Destination image-Satisfaction Not supported
H4 Destination image-Behavioral intentions Supported
 41

H5 Trip quality-Perceived value Supported

H6 Trip quality-Satisfaction Not supported
H7 Trip quality-Behavioral intentions Not supported
H8 Value-Satisfaction Supported
H9 Perceived value-Behavioral intentions Supported
H10 Satisfaction-Behavioral intentions Supported
In the paper ‘“Just trying to keep the customer satisfied”: A comparison of
models used in the measurement of tourist satisfaction’, Paul Fallon and Peter Schofield
(2003) compared the predictive validity of six models used in the measurement of
satisfaction. It is concerned with their applications at destination level, with particular
reference to Orlando, Florida. Paul Fallon and Peter Schofield (2003) noted that
comparative analysis of the various models has been conducted in the context of camp
sites (Dorfman, 1979; Fick and Ritchie, 1991), events (Crompton and Love, 1995) and
restaurants (Yuksel and Rimmington, 1998) but has so far ignored tourist destinations,
arguably the underpinning element of the tourism product. Six models consist of
‘performance only,’ ‘performance weighted by pre-visit importance,’ ‘performance
weighted by post-visit importance,’ ‘pre-visit importance minus performance,’ ‘post-visit
importance minus performance’ and ‘predictive expectation minus performance.’ By
using factor analysis and multiple regressions the paper concluded that the
‘performance only’ model was clearly identified as the best predictor of satisfaction.
 CHAPTER 3
RESEARCH METHODOLOGY

This chapter presents the research methodology of the study consisting of the
following steps:
3.1 Research design
3.2 Population and Sample Size
3.3 Questionnaire Design
3.4 Pilot study
3.5 Data Collection
3.6 Reliability analysis
3.7 Data Analysis
 43

3.1 Research Design

Quantitative research is associated with the deductive approach, while
qualitative research is associated with the inductive approach (Bryman. 2004; David and
Sutton, 2004, cited in Alghamdi, 2007). Deductive research sets out to ‘test’ a
hypothesis, while inductive research sets out to explore a field. In this regards,
deductive research requires a greater degree of pre-emptive structure in the process of
data collection. If the researcher seeks to test a hypothesis, he or she will want to
measure the relationship between different variables (Bryman. 2004; David and Sutton,
2004, cited in Alghamdi, 2007). Inductive methods are exploratory, seeking to build
accounts of what is going on from the data collected; this does not require the
establishment of pre-set measures and method of counting. (Bryman. 2004; David and
Sutton, 2004; cited in Alghamdi, 2007). Therefore, the quantitative approach will be
employed for the purpose of this study.
Table 3.1 demonstrates the destination attributes which ere employed in
methodologies of previous researchers.
Table 3.1 Methodologies employed by previous researchers
Technique for the
Reference Type of Methodology
generation of attributes
Hunt (1975) Structured: Tourism experts
- 20 attributes Researcher’s judgment

- 7 and 5 point Sem. Diff. Scale

 44

Technique for the

Reference Type of Methodology
generation of attributes
Crompton (1977) Structured: General reading material, brochures
- 18 attributes Consumer interview (N=36)

- 7 point Sem. Diff. Scale

Goodrich (1977) Structured: Tourism experts
- 10 attributes Travel brochures

- 7 point Likert Scale

Crompton (1979) Structured: General reading material, brochures
- 30 attributes Consumer interview (N=36)

- 7 point Sem. Diff. Scale

Pearce (1982) Structured: Modified Kelly Repertory Grid technique
- 13 attributes
- 6 point Likert Scale
Haahti & Yavas Structured: Literature review
(1983) - 10 attributes Focus group of travel agents

- 9 Likert Scale
Crompton and Structured: General reading material, brochures
Duray (1985) - 28 attributes Consumer interview (N=100)

- 5 point Sem. Diff. Scale

Kale & Weir Structured: Not discussed
(1986) - 26 attributes
- 7 point Likert Scale
 45

Technique for the

Reference Type of Methodology
generation of attributes
Phelps (1986) Structured: Researcher’s judgment?
- 32 attributes
- Check list of attributes
Tourism Canada Structured: Not discussed
(1986-1989) - 29 attributes
- 5 point Likert Scale
Gartner & Hunt Structured: Tourism experts
(1987) - 11 attributes Researcher’s judgment

- 5 point Sem. Diff. Scale

Richardson & Structured: Used attributes from Tourism Canada
Crompton (1988) - 10 attributes Vacation Patterns Survey

- 4 point Comparative Scale

Gartner (1989) Structured: Not discussed
- 15 attributes
- 5 point Likert Scale
Calantone et al. Structured: Not discussed
(1989) - 13 attributes
- 7 point Likert Scale
Reilly (1990) Unstructured: Not Applicable
- Open-ended questions

Source: Echtner & Ritchie (2003)

 46

Based on literature mentioned above, the technique for creation of attributes for
this study is based on literature review, travel materials, pilot sample, researcher’s
judgment and tourism experts. The structured questionnaire is employed. The
communication approaches selected are both “survey via personal interview” and “self-
administered survey”.

3.2 Population and Sample Size

3.2.1 Population
Different researchers have defined a population in different ways. The
population is simply all the members of the group that the researcher is interested in
(Burgess, 2001). The target population of this study is international tourists aged 16
years old and above who visited Da Nang city. Table 3.2 shows the international tourist
arrivals of the year 2007, with the total of 340,735 (Tourism Department of Da Nang).
Table 3.2 International tourist arrivals in 2007
No. International tourist arrivals Quantity Percentage
1 American 59,628 17.5%
2 Japan 35,085 10.3%
3 Thailand 30,000 8.8%
4 Australia 22,488 6.6%
5 France 18,535 5.4%
6 China 16,852 4.9%
7 South Korea 11,939 3.5%
8 Germany 10,222 3.0%
9 Canada 8,518 2.5%
10 Singapore 5,451 1.6%
 47

No. International tourist arrivals Quantity Percentage

11 England 4,770 1.4%
12 Malaysia 4,088 1.2%
13 Taiwan 3,455 1.0%
14 Italy 2,385 0.7%
15 Russia 2,044 0.6%
16 Switzerland 1,703 0.5%
17 Spain 1,513 0.4%
18 Austria 1,362 0.4%
19 Belgium 1,077 0.3%
20 Sweden 509 0.1%
21 Denmark 352 0.1%
22 Finland 169 0.0%
23 Hongkong 89 0.0%
24 Others 98,501 28.9%
340,735 100

3.2.2 Sample Size:

Yamane (1973) recommended the formula for random sample as below:
N
n=
1 + Ne2
where, n: size of sample
N: population of sample
e2 : probability of error
Therefore, with e = 5% (at 95% confidence level), the sample size for
the study is computed as below:
 48

340,735
n= 2
= 399 respondents
1 + (340,735)(0.05)
After a population is divided into the appropriate strata, a simple random sample
can be taken within each stratum. The results from the study can then be weighted and
combined into appropriate estimates (Donald & Pamela, 2008). Therefore, the stratified
sampling that was employed in this study with the focus on percentage sizes (greater
than 2%) of tourists’ nationalities out of 399 respondents of population sample is
demonstrated in Table 3.3.
Table 3.3 Stratified sampling of international tourists
No. International tourist arrivals Sample Percentage
1 American 70 17.5%
2 Japan 41 10.3%
3 Thailand 35 8.8%
4 Australia 26 6.6%
5 France 22 5.4%
6 China 20 4.9%
7 South Korea 14 3.5%
8 Germany 12 3.0%
9 Canada 10 2.5%
10 Others 149 37.3%
Total 399 100%

3.3 Questionnaire Design

A crucial part of good research design concerns making sure that the
questionnaire design addresses the needs of the research and will collect the precise
 49

data that is required to answer the research questions and achieve the research
objective (Burgess, 2001; Saunders et al., 2003). According to Burgess (2001) most
researchers make the mistake of asking too many questions. And he added that clear
and concise questionnaires can help to obtain the best response. A structured
questionnaire is the principle means used for collecting data by means of a survey
designated population or sample (Baker, 2003: 343). This study therefore employs
structured questionnaire as main instrument and self-administered questionnaire as an
additional survey instrument to maximize the overall probability of response in data
collection. The questions in questionnaire are produced based on a literature review
and particular destination characteristics of Da Nang city.
The procedure in which 10 attributes were identified is incorporated into both
pre- and post-visitation questionnaire. In this research, the questionnaire is divided into
three parts: part one discusses the perception and expectations of international tourists
prior to the trip; whereas part two indicates their experience and satisfaction with the
trip; part three obtains general information about respondents on their current trip.
Part one (pre-visit questionnaire) consists of three sections: section A requires
respondents to rate the attributes of Da Nang in terms of importance level. Destination
attributes consist of 10 items. Section B requires respondents to share their
expectations about this trip. Section C relates to perception of international tourists
about pre-visit image of Da Nang city. A 5-point Likert scale is used as response format
for the importance of each attributes and pre-visit image of Da Nang before the holiday
trip, with scale anchors ‘not important at all’ (1) and ‘very important’ (5). On the scale of
 50

decision making to visit destination, respondents are asked to indicate how strong they
wish to travel Da Nang; scale anchors are ’not strong’ (1) and ‘very strong’ (7). The 7-
point Likert scale is also applied to obtain respondents’ perception about Da Nang’s
image before their trip, with anchors ranging from ‘very bad’ (1) to ‘very good’ (7).
Part two (post-visit questionnaire) reflects the experience of visitors. It consists
of four sections. Section one indicates the satisfaction level of international tourists with
each of Da Nang’s attributes. Section two requires respondents to evaluate their overall
satisfaction with the trip. Section three indicates the perception of respondents about Da
Nang’s post-visit image. And section four wants to know about the possibility of
respondents’ repeat visitation to Da Nang or not. A 5-point Likert scale is used as
response format for the satisfaction with each attributes and overall satisfaction with the
trip, with scale anchors ranging from ‘not satisfied at all’ (1) to ‘very satisfied’ (5). On the
destination image scale, 7-point Likert scale is used to evaluate image of Da Nang after
respondents’ trip; anchors are ‘very bad’ (1) and ‘very good’ (7). Regarding tourists’
intention to revisit Da Nang, a 7-point Likert scale is employed with anchors ranging
from “most unlikely” (1) to “most likely” (7).
Part three gathers socio-demographic and relevant information of respondents
consisting of six questions related to gender, nationality, age, educational level, trip
purpose, ever visited Da Nang or not.
 51

3.4 Pilot Study

It is always desirable to conduct a pilot study before collecting data (Bryman,
2004; Saunders, 2003). A pilot study is not a pre-test, but is used more formatively to
assist the researcher in developing relevant lines of questioning (Yin, 1994). Test the
questionnaire on a small sample of the subjects first. If this is not possible, at least test
it on some colleagues or friends. The aim here is to detect any flaws in the questioning
and correct these prior to the main survey. Researcher may also be able to perform a
trial analysis on your pilot sample and hence test out all your analysis procedures.
Having done the pilot survey, researcher can make amendments that will help to
maximize response rate and minimize error rate on answers.
In this study, the pilot study for the first version of the questionnaire was
conducted in July, 2008. The questionnaire was distributed to five foreign tourists to
check how they understand the questions. Afterward, questionnaire was revised to be
the final one and ready for collecting data.

3.5 Data Collection

The target population sample for this research is international tourists who
arrived in Da Nang to experience their trip. Therefore, the direct approach to
international tourists was the main method during the entire research. The target
international tourists are those who just finished their trip and ready to leave Da Nang.
Therefore, the International Airport of Da Nang and the Train Station of Da Nang were
main places to collect data. In addition, hotels were also the favorites to approach
 52

international tourists where they do checking-out procedures. Furthermore, the Cham

Museum, located on the road to airport, where some tour groups visited then finished
their trip was also a suitable choice for data collection.
In an effort to collect 100% of the population sample, the two coached beautiful-
looking female students who had some working experiences as a part-time job with
market survey companies and researcher conducted to interview the tourists.
Fortunately, the majority of international tourists from various nationalities were friendly
and willing to complete the questionnaires by themselves or interview with interviewers.
However, there are still tourists responding sorry with the suggestions for help. Most of
them seem to be busy and hurry at the hotels to do the checking-out procedures.
Luckily, most of them refused us in a friendly and polite manner, not so crude as
demonstrated in a previous study. For this constraint, the researcher decided to stop
the collection of data at the hotels. At the airport, learning from experiences at the hotel,
interviewers check the on-board time with Vietnamese passengers and based on the
flight delay announcements in order to approach international passengers who still have
more time left for their departure. For this reason, interviewers do not face much
obstacles of non-responding like at the hotels. At the train station, interviewers are easy
to approach international tourists, partly both because they have much time waiting for
train, and they want to have small talk with interviewers. Besides, interviewers also try
some surveys through email and postal mail. However, this was not a good method to
collect data for this research circumstance. The total questionnaires collected were 491
in which 92 were eliminated because they were partially completed or marked with
 53

“don’t know”. After removing the unusable responses, 399 responses were coded and
used for data analysis.

3.6 Reliability Analysis

Regarding to the reliability of the study, the ten important attributes of Da Nang
had been identified before the official survey was carried out. And then they were
incorporated into the questionnaire asking interviewees to evaluate the importance
degree and satisfaction level that they perceived on the ten Da Nang’s attributes. If
interviewees were asked to make a list of attributes, it would be very difficult to keep the
data reliable. This is because it makes interviewee respond inconsistently in different
situations. Therefore, the identified important attributes represented in the questionnaire
will make it as easy as possible for interviewees to remain stable responses.
Nevertheless, this does not guarantee the entire reliability for this study.
Nunnally (1967) defined reliability as “the extent to which [measurements] are
repeatable and that any random influence which tends to make measurements different
from occasion to occasion is a source of measurement error” (p.206). Cronbach’s
coefficient is a reasonable indicator of the internal consistency of instruments that do
not have right-wrong (binary) marking schemes, and can thus be used for both essay
questions and questionnaires using scales such as rating or Likert scales (Black, 1999).
The alpha coefficient is ranged from 0 to 1 which denote no internal reliability and
perfect internal reliability respectively. Nunnallly and Bernstein (1994) recommend the
 54

coefficient 0.70, which is now the standard. This research performed a reliability test
using Cronbach’s Alpha.
The result of this test in Table 3.4 shows that Cronbach’s Alpha (.777 for pre-
test and .725 for final test) is greater than .70, clearly indicating that these items
combine to form a highly reliable and internally consistent index of important attribute
for destination selection. Similarly, Cronbach’s Alpha in Table 3.5 is greater than .70,
clearly indicating that these items combine to form a highly reliable and internally
consistent index of attribute satisfaction for destination satisfaction.
Table 3.4 Reliability analysis for destination decision
Question Cronbach's Alpha Cronbach's Alpha
Attributes statements if Item Deleted if Item Deleted
no.
(Pre-test) (Final-test)
P1A1 Landscapes 0.768 0.723
P1A2 Culture and history 0.774 0.734
P1A3 Tourism service 0.758 0.699
P1A4 Tourism information 0.738 0.678
P1A5 Local people attitude 0.740 0.711
P1A6 Personal Safety 0.751 0.717
P1A7 Relaxation 0.757 0.704
P1A8 Weather 0.773 0.702
P1A9 Prices 0.753 0.682
P1A10 Near World Heritage Sites 0.765 0.705
P1A11 Destination image 0.775 0.698
Alpha = 0.777; N = Alpha = 0.725; N =
Reliability statistics 30; Items = 11; 399; Items = 11;
Valid 100% Valid 100%
 55

Table 3.5 Reliability analysis for attribute satisfaction

Question Cronbach's Alpha if Cronbach's Alpha if
Attributes statements Item Deleted Item Deleted
no.
(Pre-test) (Final-test)
P2A1 Landscapes 0.766 0.786
P2A2 Culture and history 0.743 0.765
P2A3 Tourism service 0.744 0.760
P2A4 Tourism information 0.749 0.777
P2A5 Local people attitude 0.783 0.769
P2A6 Personal Safety 0.773 0.778
P2A7 Relaxation 0.762 0.769
P2A8 Weather 0.756 0.773
P2A9 Prices 0.807 0.777
P2A10 Near World Heritage Sites 0.783 0.769
Alpha = 0.786; Alpha = 0.790;
Reliability statistics N = 30; Items = 10; N = 399; Items = 10;
Valid 100% Valid 100%

3.7 Data Analysis

3.7.1 Hypotheses
H1a: Each of important attributes is significantly important to destination
selection. This characteristic is not significantly different in the demographic groups.
H1b: The higher the importance degree of each of the ten attributes, the
stronger the tourist’s wanting to visit Da Nang would be.
H2: The destination image is significantly important to destination selection
H3: The destination image has a positive correlation with important level of each
of ten attributes
 56

H4: Tourists’ satisfaction with each of important attributes has positive

correlation with destination satisfaction.
H5: International tourists’ destination satisfaction has has a positive correlation
with post-visit image of destination.
H6: Tourist’s revisit intention has a positive correlation with destination
satisfaction and post-visit image of destination.

3.7.2 Data Analysis

The data collected is reviewed to discard unusable questionnaires, coded and
keyed into a database using an appropriate statistical method. The quantitative analysis
is employed to measure both destination satisfaction of international tourists visiting Da
Nang and post-visit image of Da Nang after the trip, as well as evaluate important
degree of each attributes to destination selection of tourists. Generally, the quantitative
analysis is employed to test hypotheses of this study using the following statistical
techniques:
Frequencies and percentages are used with demographic variables in order to
to describe the sample.
Mean scores are applied to examine the importance degree of destination
attributes and image to destination selection. Group mean scores with t-test and F-test
(One-way ANOVA) are also applied to compare average (means) among different
groups of demographic variables. When significant difference between groups is
 57

detected using one-way ANOVA, Tukey DSH is employed to compare mean for pairs of
groups.
Pearson correlation is used to test the correlation between each of ten important
destination attributes and destination image.
Factor analysis is applied to reduce number of variables of destination attributes
and group variables with similar characteristic together. Kaiser-Meyer-Olkin (KMO)
statistics are employed to decide if it is appropriate to run a factor analysis.
Simple linear regression is applied to examine the relationship between the
importance degree of destination attributes and tourists’ wish to visit Da Nang.
Multiple linear regressions are used to examine the causal relationship between
attribute satisfaction and destination satisfaction; between destination satisfaction and
post-visit image of destination; between destination revisit intention with destination
satisfaction and post-visit image of destination.
With refer to 5-point likert scale, it can be divided into 5 equally likely ranges,
equal to 0.8 each [width of the range = (max-min)/level = (5-1)/5 = .8].
It means items with scores fall between the ranges of:
4.21 – 5.00 are considered as very important
3.41 – 4.20 are considered as important
2.61 – 3.40 are considered as neutral
1.81 – 2.60 are considered as not important
1.00 – 1.80 are considered as not important at all.
 154

APPENDIX C

QUESTIONAIRE 2 IN ENGLISH VERSION

 155

August , 2008

Dear Participants,

I am a Vietnamese MBA student of International Business at the University of the

Chamber of Commerce, Bangkok, Thailand. I would be grateful if you could help
to complete the attached questionnaire.

The purpose of this study is to examine the important characteristics of tourism

that attracted you - as an international tourist, to visit Da Nang city. The results of
this research will not only benefit Da Nang’s tourism planner through its
implications for developing segmentation, positioning, and promotional strategies,
but also better satisfy the next arrival of international tourists to Da Nang city.

Along with this letter is a 3-page questionnaire asking questions about your
thinking and experience before and after visiting Da Nang city. It should take you
about 10 minutes to complete the questionnaire. Your participation is voluntary,
and your contribution is crucial to the success of this study. Please return the
completed questionnaire in the pre-paid envelope by Sep 30, 2008. All responses
are confidential. If you are interested in the results of the study, I will be pleased
to send you a summary of the research upon your request.

Thank you for your consideration. Should you have questions or concerns, please
email me at congtiensnv@yahoo.com.

Sincerely,
Nguyen Cong Tien (Mr.)
 156

QUESTIONNAIRE
PART 1
(Before you travel Da Nang city)

A. The following statements might explain the reasons you travel Da Nang
Please say about the level of importance with each statement. You do it by circling only
one of five numbers in a row of each statement.
Example: If you think that it is very important for you to travel Da Nang because you
want to visit Da Nang’s landscape. So, in the statement (I want to visit Da Nang’
landscape (e.g., beautiful scenery and natural attractions), you would circle number 5 as
bellow:

Very Important
Not Important

Not Important

Important
Normal
Statements at all

I want to visit Da Nang’ landscape (e.g., beautiful

1 2 3 4
scenery and natural attractions)

Very Important
Not Important

Not Important

Important
Normal
at all

Statements

1. I want to visit Da Nang’ landscape (e.g., beautiful

1 2 3 4 5
scenery and natural attractions)
2. I want to understand about culture and history at here
1 2 3 4 5
(history, monument, arts, and way of life of local people)
3. I want to experience tourism services in Da Nang
1 2 3 4 5
(shopping, accommodation, diet, and transportation)
4. I visit Da Nang because it is easy to get tourism
1 2 3 4 5
information to plan my trip.
 157

5. I want to experience with the friendly attitude of local

1 2 3 4 5
people toward tourists
6. I feel safe when visiting Da Nang 1 2 3 4 5
7. I want to relax (beautiful beaches, resorts, sunbathing,
1 2 3 4 5
etc)
8. I like the weather here (e.g. pleasant weather) 1 2 3 4 5
9. I visit Da Nang because of reasonable price (e.g. total
1 2 3 4 5
cost of the trip is low, good value for money)
10. I visit Da Nang because Da Nang is located near
1 2 3 4 5
World Heritage Sites (Hoi An, Hue, My Son).
11. I visit Da Nang because the image of Da Nang (e.g. I
know of Da Nang through friends, relatives and 1 2 3 4 5
commercial information)

B. Before you travel Da Nang, how strong was your wish to visit Da Nang?
1 2 3 4 5 6 7

Not Strong Very Strong

C. Before you travel Da Nang, how was the image of Da Nang in your mind?
1 2 3 4 5 6 7

Very Bad Very Good

 158

PART 2
(Now you just finished your trip to Da Nang city)

A. After you visited Da Nang, how were you satisfied with each of following
statements? Please circle one of the numbers in each row. Please tick “don’t
know” box if you did not experience any attributes/attractions in Da Nang.

Very Satisfied
Not Satisfied

Not Satisfied

Don’t Know
Satisfied
Normal
at all
Statements

1. My satisfaction with Da Nang’ landscape (e.g.,

1 2 3 4 5
beautiful scenery and natural attractions) is
2. My satisfaction with culture and history at here
(history, monument, arts, and way of life of local 1 2 3 4 5
people) is
3. My satisfaction with quality of services in Da
Nang (shopping, accommodation, diet, and 1 2 3 4 5
transportation) is
4. My satisfaction with the accessibility to
1 2 3 4 5
tourism information in Da Nang is
5. My satisfaction with the attitude of Da Nang’s
1 2 3 4 5
people toward tourists is
6. My satisfaction with my personal safety during
1 2 3 4 5
my trip in Da Nang is
7. My satisfaction with relaxation in Da Nang
1 2 3 4 5
(beautiful beaches, resorts, sunbathing, etc) is
8. My satisfaction with the weather here (e.g.
1 2 3 4 5
pleasant weather) is
 159

9. My satisfaction with the price of goods and

services here (e.g. total cost of the trip is low, 1 2 3 4 5
good value for money) is
10. My satisfaction with the trip because Da Nang
is located near World Heritage Sites (e.g, Hoi An, 1 2 3 4 5
Hue, My Son) is

B. After you visited Da Nang, how satisfied were you with your trip to Da Nang?.
Not Satisfied Not Satisfied Normal Satisfied Very Satisfied
at all
1 2 3 4 5

C. After you visited Da Nang, how was the image of Da Nang city in your mind?
1 2 3 4 5 6 7

Very Bad Very Good

D. In the future, will you visit Da Nang again?

1 2 3 4 5 6 7

Most Unlikely Most Likely

 160

PART 3
(General Information)

Please tick below as appropriate:

Gender: a) Male b) Female
1. Your nationality (country): ……………………
2. Age: a) 16-32 b) 33-49 c) 50 or over
3. Education: a) Under Bachelor’s Degree b) Bachelor’s degree and above
4. Have you visited Da Nang before? a) Yes b) No
5. Purpose(s) of your trip to Da Nang? You can select more than one
a) Tourism b) Business c) Conference or training
d) Visit friends or relatives e) others …………………

THANK YOU SO MUCH FOR YOUR VALUED CONTRIBUTION!

 152

APPENDIX B

QUESTIONAIRE 1 IN JAPANESE VERSION

 153

アンケート
このアンケートに貴重な時間を与えて回答してくださる皆様に感謝しております
。回答は秘密にされます。お名前を付ける必要がありません。
このアンケートの目的はダナン市を観光先として選択する国際客の決定に影響す
るダナン市の特殊観光要素を調査することです。
例えてあなたはダナンへ旅行する計画をしています。旅行する目的だけで、会議
、親戚訪問、学習などのような目的ではありません。あなたはダナンの観光情報を
理解してからダナンへ旅行する決定を出します。下記はダナン観光特殊要素です。
この要素をダナンへ旅行する決定に影響する大切さ程度の順番に並べてください。
例えば：大切程度は第一が（１）、第二が（２）。。。最後に（１３）です。。下
記のリストにない要素を発見すれば大切さの順番に書き加えて下さい。例えば、二
つの要素を書き加えると、大切さの順番は最初が第一（１）で、最後が第十五（１
５）です。

A.風景（美しい景色、自然） ............................................ [ ]
B.文化と歴史（歴史、芸術、ライフスタイル） ............................ [ ]
C.ナイトライフと娯楽（カジノ、カフェー、ナイトクラブ） ................ [ ]
D.サービスの質量（ショッピング、ホテル、交通手段など） ................ [ ]
E.観光情報を容易に集めること .......................................... [ ]
F.観光客に対する市民の態度 ............................................ [ ]
G.安全（個人安全） .................................................... [ ]
H.リラックス（水泳、リゾート、日光浴） ................................ [ ]
I.気候（晴れる気候など） .............................................. [ ]
J.物価（適当な値段） .................................................. [ ]
K．スポーツ（サーフィン、ダイビング） ................................. [ ]
L．特殊イベント、祭り ................................................. [ ]
M．ほかの観光地に近い（フエ、ホイアン、ミソン） ....................... [ ]
N. .................................................................... [ ]
O. .................................................................. [ ]
注意：メールで回答する場合、次のような簡単な答えの書き方を使ってください。
例えば、Aが第一だとA1に、Gが第二だとG２に書いてください。
 149

APPENDIX A

QUESTIONAIRE 1 IN ENGLISH VERSION

 150

QUESTIONNAIRE

I would like to thank you for your valued time to fill in this questionnaire. You do
not need to put your name and address in the questionnaire. Your answer will be
treated confidentially.

The purpose of this survey is to identify the important attributes of Da Nang city which
can impact on international tourist’s decision of selecting Da Nang as their destination.

Assume you are planning a holiday trip to Da Nang city, just for your holiday, not for
any purposes such as studying, visiting relatives, attending a meeting, ect. You have
been searching much information about features/characteristics/attributes or attractions
that motivate you to visit Da Nang. Please rank the attributes stated below in terms of
their importance level in which your decision based on, as follows, the most important
(1), then (2), and finally (13). If there are attributes not including in this list that you
consider important to your decision, please add them at the end of the following list first,
then rank all of them to the end by the same way. Example: if you add more 2 attributes
to the list, then you rank the most important (1), then (2), and finally (15).

A. Landscape (e.g., beautiful scenery and natural attractions)..........................................[ ]

B. Culture and history (e.g., history, monument, arts, and way of life of local people) ....[ ]
C. Nightlife and entertainment (e.g. pups, casino, café, night club, etc) ...........................[ ]
D. Quality of services (e.g., shopping, accommodation, diet, and transportation) ............[ ]
E. Accessibility (is easy to get tourism information)...........................................................[ ]
F. Local people’s attitude toward visitors (friendly) ............................................................[ ]
G. Safety (personal safety)..................................................................................................[ ]
H. Relaxation (e.g., swimming, resorts, sunbathing, etc) ...................................................[ ]
I. Climate (e.g., pleasant weather).....................................................................................[ ]
J. Price (e.g. reasonable price, good value for money).....................................................[ ]
K. Sport (e.g. kite surf, diving, etc) .....................................................................................[ ]
L. Special events and activities in Da Nang.......................................................................[ ]
M. Close to other destinations (such as Hoi An, Hue, My Son).........................................[ ]
 151

N. -----------------------------------...………….............................................................................[ ]
O. -----------------------------------……………….........................................................................[ ]
P. -----------------------------------……………………..................................................................[ ]

Note: if you answer by email, please make it simple like that: A1, G2, H3 …(if you think A
is the most important, G is the second most important, ect). Please contact researcher
(congtiensnv@yahoo.com) if you have any doubt about this questionnaire.
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Websites:
www.danang.gov.vn
www.adb.org/gms
 CHAPTER 5
SUMMARY, DISCUSSION AND RECOMMENDATION

The results reported in chapter 4 are discussed in greater detail in chapter 5.

This chapter is presented in five sections:
5.1 Summary
5.2 Discussions
5.3 Recommendations
5.4 Limitation of the study
5.5 Suggestions for further research
 109

5.1. Summary
The main purpose of this study is to explore the motivations of international
tourists that relates to the important attributes of destination, Da Nang. The research
was conducted with the aim of achieving seven objectives. The focus of research was
placed on the important attributes of destination in the context of Da Nang, a central
region city of Viet Nam, and their correlation and relationship with destination selection,
pre-visit image of destination, attribute satisfaction and through attribute satisfaction,
influencing on overall satisfaction, then post-visit image and international tourists’
intention to revisit Da Nang. In order to perform analysis, 10 important attributes were
identified (P1Lscape, P1Cul-His, P1Service, P1Infor, P1People, P1Safe, P1Weather,
P1Price, P1Relax P1Sites) based on literature review, focus group of foreigner, tourism
experts and individual adjustment.
A model adapted from Lichen Zhou (2005) was established to express how
important attributes impact on the selection of destination, and through the perceived
satisfaction with important attributes, affect the intention of international tourists to revisit
Da Nang city in the future. Image variable was also included in the adapted model to
further understand about its influence on the choice of destination and revisit intention
of destination.
With regards to statistical procedures, the analysis of quantitative data was
applied using the statistical techniques, namely reliability analysis, frequencies and
percentages, mean score, group mean score, t-test, F-test (one-way ANOVA), Tukey
HSD, Pearson correlation, factor analysis, simple and multiple linear regression and
 110

path analysis. The testing of assumptions before the performance of each statistical
technique was all satisfied.
The following sections discuss the objectives and the findings of the study in
reasonable detail.

5.1.1 Objective 1
5.1.1.1 Hypothesis 1a: Each of Da Nang’s important attributes is
significantly important to destination selection of international tourists. This
characteristic is not significantly different in the demographic groups.
Table 5.1 Important attributes and their significant importance to destination selection (DS)
Hypo- Level of
Description of Ha Mean Result
thesis agreement
H1a P1Cul-His is significantly important to DS 4.16 Important Accept Ha
H1a P1Sites is significantly important to DS 4.01 Important Accept Ha
H1a P1Safe is significantly important to DS 3.96 Important Accept Ha
H1a P1People is significantly important to DS 3.95 Important Accept Ha
H1a P1Lscape is significantly important to DS 3.87 Important Accept Ha
H1a P1Price is significantly important to DS 3.64 Important Accept Ha
H1a P1Relax is significantly important to DS 3.53 Important Accept Ha
H1a P1Weather is significantly important to DS 3.48 Important Accept Ha
H1a P1Service is significantly important to DS 3.46 Important Accept Ha
H1a P1Infor is significantly important to DS 3.27 Neutral Reject Ha
N = 399, 5-point Likert scale (1=very unimportant, 5 =very important)
Table 5.1 shows that nine attributes (P1Cul-His, P1Sites, P1Safe, P1People,
P1Lscape, P1Price, P1Relax, P1Weather, P1Service) were significantly at level of
agreement “important”. P1Infor was not significantly important to the selection of
destination of international tourists.
 111

Table 5.2 Group mean values, assumption testing and T-test

P3Age (H1a10)

P3Education
Hypo-

P3Purpose
Difference

P3Gender
Description of H0

P3Visit –
Thesis

Not yet
between
groups of age
Importance degree of P1Lscape is
33-49 and
H1a1 not significantly different in ๏ ๏ ๏
50%over
demography
Importance degree of P1Cul-His is
H1a2 not significantly different in ๏ ๏
demography
Importance degree of P1Service is
33-49 and
H1a3 not significantly different in ๏ ๏
50%over
demography
Importance degree of P1People is
H1a4 not significantly different in ๏
demography
Importance degree of P1Safe is not
H1a5 ๏
significantly different in demography
Importance degree of P1Relax is not
H1a6 ๏ ๏
significantly different in demography
Importance degree of P1Weather is
H1a7 not significantly different in ๏
demography
Importance degree of P1Price is not
H1a8
significantly different in demography
16-32 and 33-49
Importance degree of P1Sites is not
H1a9 ๏ ๏ ๏ 16-32 and
significantly different in demography
50&over
๏ Significant level a 5%, or reject H0
 112

The results in Table 5.2 show that there were no significant differences between
tourists with 5 demographic groups with regard to the important attribute P1Price. And
there were no significant differences in destination attributes (P1Lscape, P1Cul-His,
P1Service, P1People, P1Safe, P1Relax, P1Weather and P1Sites) between groups of
some of five demographic variables.

5.1.1.2 Hypothesis 1b: the higher the importance degree of each of the ten
attributes, the stronger the tourist’s wish to visit Da Nang would be.
Table 5.3 Importance degree of each attributes to tourist’s wish to visit Da Nang
P1Service P1Cul-His P1Weather P1Sites P1Lscape P1Price
P1WishVisit ๏** ๏** ๏** ๏** ๏** ๏*
**p ≤ 0.01, *p ≤ 0.05, Dependent variable: P1WishVisit, df (6, 392), F=25.364, Sig. =.000, (α = 5%)
Table 5.3 demonstrates that P1Service, P1Cul-His, P1Weather, P1Sites,
P1Lscape and P1Price are more important than other three attributes (P1People,
P1Safe and P1Relax) in predicting the strength level of tourists’ wish to visit Da Nang.

5.1.2 Objective 2
5.1.2.1 Hypothesis 2: The destination image is significantly important to
destination selection of international tourists
Table 5.4 Destination image and its significant importance to destination selection
Hypo- Level of
Description of Ha Mean Result
thesis agreement
P1Destion-Image is significantly important
H2 3.55 Important Accept Ha
to destination selection
 113

Table 5.4 shows that P1Destion-Image is significantly important to the choice of

destination of international tourists.
Hypothesis 2 is supported

Table 5.5 Importance degree of destination image with demographic groups

P3Age (H1a11)

P3Education
Hypo-

P3Purpose
Difference

P3Gender
Description of H0

P3Visit-
Thesis between

Notyet
groups of age
Importance degree of P1Destion-
H2 Image is not significantly different in ๏ ๏
demography
๏ Significant level a 5%, or reject H0
Table 5.5 shows that there were no significant differences in P1Destion-Image
between the groups of P3Gender, P3Visit-Notyet, P3Age.

5.1.2.2 Hypothesis 3: Importance degree of each of destination attributes

has a positive correlation with pre-visit image of destination.
Table 5.6 Correlations between important attributes and pre-visit image of destination.
P1Weathe
P1Service
P1Cul-His
P1Lscape

P1People
P1Relax

P1Price
P1Sites

P1Pre-Image ๏ ๏ ๏ ๏ ๏ ๏ ๏ ๏
๏ sig (2-tailed) < .05
 114

From the findings in Table 5.6, it can be seen that P1Pre-Image was statistically
significant with eight important attributes (P1Lscape, P1Cul-His, P1Service, P1People,
P1Relax, P1Weather, P1Price and P1Sites).

Table 5.7 Correlations between image and attributes, controlling for demography
P3Gender P3Age P3Education P3Visit-Notyet P3Purpose
P1A1Lscape ๏ ๏ ๏ ๏ ๏
P1A2Cul-His ๏ ๏ ๏ ๏ ๏
P1A3Service ๏ ๏ ๏ ๏ ๏
P1A5People ๏ ๏ ๏ ๏ ๏
P1A6Safe ๏
P1A7Relax ๏ ๏ ๏ ๏ ๏
P1A8Weather ๏ ๏ ๏ ๏ ๏
P1A9Price ๏ ๏ ๏ ๏ ๏
P1A10Sites ๏ ๏ ๏ ๏ ๏
๏ sig. (2-tailed) < .05
From Table 4.26, it is evident that there were significant changes in the
correlations between P1Pre-Image and P1Lscape, P1Cul-His, P1Service, P1People,
P1Relax, P1Weather, P1Price, and P10Sites, after being separately controlled for 5
demographic variables (P3Gender, P3Age, P3Education, P3Visit-Notyet and
P3Purpose).
Hypothesis is supported and is rewritten as follow: Importance degree of each of
important attributes (Lscape, Cul-His, Service, People, Relax, Weather, Price and Sites)
has a positive correlation with pre-visit image of destination.
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5.1.3 Objective 3
Hypothesis 4: Tourists’ satisfaction with each of important attributes has
positive relationship with overall satisfaction.
Factor analysis was undertaken and generally confirmed three attribute
domains: entertainment (P2Relax, P2Weather, P2Cul-His, P2service, P2Price), personal
safety (P2safe, P2People) and landscape (P2Lscape). Two important attributes (P2Infor
and P2Sites) with low factor loadings (below .05) were removed from further analyses.
Table 5.8 Significance between P2satisfied and three variables
F1Entment F2PerSafety F3Lscape
P2Satisfied ๏ ๏ ๏
๏ p < .01, Dependent variable: P2Satisfied, df (3, 395), F = 130.871, sig. = .000 (α = 5%)

It is evident from Table 5.8 that three independent variables (F1Entment,

F2PerSafety and F3Lscape) indicated a significant relationship with the dependent
variable (P2Satisfied). The regression equation using significant standardized
coefficients was expressed as:
P2Satisfied = .525(F1Entment) + .439(F2PerSaferty) + .173(F3Lscape)
Hypothesis 4 is supported and is rewritten as follow: Tourists’ satisfaction with
each of important attributes (Relax, Weather, Cul-His, Service, Price, Safe, People, and
Landscape) has positive correlation with overall satisfaction.
 116

5.1.4 Objective 4
Hypothesis 5: International tourists’ overall satisfaction has positive
relationship with post-visit image of destination.
The regression equation using significant standardized coefficients was
expressed as: P2Post-visit Image = .661(P2Satisfied). The hypothesis 5 is supported
5.1.5 Objective 5 and 6
Hypothesis 6: Tourist’s revisit intention has positive relationship with
overall satisfaction and post-visit image of destination.
The regression equation using significant standardized coefficients was
expressed as: P2Revisit = .160(P2Satisfied) + .457(P2Post-Image). The hypothesis 6 is
supported
5.1.6 Path Analysis Coefficients

Entertainment .525**
(14.7)
Satisfaction
.160**
(F1Entment) Overall Satisfaction (2.7)
.439**
(12.3) (P2Satisfied)
Personal Safety .661** Revisit Intention
Satisfaction (17.5)
(P2Revisit)
(F2PerSafety)
.173 Destination Image .457**
(8.7)
(4.8) (P2Post-Image)
Landscape
Satisfaction
(F3Lscape)

Figure 5.1. Path Analysis Coefficients

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5.1.7 Result of Importance-Performance Analysis (IPA)

Importance

(II) Concentrate Here (I) Keep Up The Good Work

10
56
9 2
1
3.86

4 7
3

(III) Low Priority (IV) Possible Overkill

0 3.73 Performance
Figure 5.2. Importance-Performance Analysis grid
 118

5.2 Discussion
The intent of this study is to explore what motivates international tourists to
make travel decisions by the external forces of the destination attributes. In other words,
what makes Da Nang as a destination attractive to international tourists, so that they
can make travel decisions to Da Nang.
The first empirical finding of this study is to identify 10 important attributes of Da
Nang as a destination consisting of P1Lscape, P1Cul-His, P1Service, P1Infor,
P1People, P1Safe, P1Weather, P1Price, P1Relax and P1Sites. However, nine of them
(excluding P1Infor) play significant important roles in the process of making decision of
international tourists to select Da Nang as their holiday destination. Therefore, these
nine important attributes would be significant to managerial implications for the case of
Da Nang city.
The second finding is that although 9 important attributes of Da Nang were
significantly important for international tourists to choose Da Nang to travel, the
importance degree was different among 9 attributes in strength level of tourists’ wish to
visit Da Nang which is a measurement for tourists’ decision of selecting Da Nang as
their destination. According to Dann (1977), the destination attributes were “pull” factors
between motivation and destination choice. The characteristics of the destination
attributes affect visitor’s choice (Moutinho, 2000). It was found that six destination
attributes (P1Lscape, P1Cul-His, P1Service, P1Weather, P1Sites and P1Price) were
more important than the other three attributes (P1People, P1Safe, P1Relax) in terms of
destination selection of international tourists. This finding would be supportive for
 119

tourism planners and marketers to efficiently allocate the tourism resource to meet the
needs of international tourists.
The third finding is related to destination image of Da Nang. The research found
that the image of Da Nang was significantly important for international tourists to pick
Da Nang as their destination. According to Bramwell & Rawding (1996), image is crucial
for destination marketing because a positive image attracts domestic and foreign
visitors. It can be argued that the awareness of international tourists about each of ten
destination attributes could form pre-visit image of Da Nang in their mind. In other
words, if international tourists perceive a good image of each Da Nang’s attribute, the
image of city would be good as well. It is found from the research that nine of ten
attributes (P1Lscape, P1Cul-His, P1Service, P1People, P1Safe, P1Weather, P1Price,
P1Relax and P1Sites) contributed importantly to the formation of Da Nang’s image in
the mind of tourists. This finding is considerable for tourism planners in the process of
constructing the image of Da Nang.
The fourth finding with regard to the relationship between tourists’ satisfaction
degree with each of Da Nang’s attributes and destination satisfaction, it is found from
the study that tourists’ satisfaction with each of eight of attributes (P2Lscape, P2Cul-His,
P2Service, P2People, P2Weather, P2Price and P2Relax), grouped into three attribute
domains (F1Entment, F2Per-Safety, F3Lscape), contributed importantly to overall
satisfaction with the trip after they travelled Da Nang. This is in line with previous
research that attribute satisfaction has significant, positive, and direct effects on overall
satisfaction; and it capture a significant amount of variation in overall satisfaction (Oliver,
 120

1993; Spreng, Mankenzie, & Olshavsky, 1996) and that satisfaction with various
components of the destination leads to overall satisfaction (Kozak & Rimmington, 2000).
It is found from this study that 226 respondents (57%) were satisfied with the trip and
82 respondents (21%) were very satisfied with the trip in Da Nang. According to Kozak
and Rimmington (2000), tourists are likely to revisit and recommend the destinations
with which they are satisfied with the attributes that destinations offered. However, it
was interesting to find that although Sites was ranked second important degree in
tourists’ selection of destination, satisfaction with this attribute was not significantly
correlated with the overall satisfaction with the trip in the context of Da Nang.
The fifth finding is that overall satisfaction of destination has a significantly
positive relationship with the post-visit image. It means that the more satisfaction with
the trip, the better post-visit image of Da Nang in the mind of international tourists. This
is in line with previous research by Chon (1991), Echtner & Ritchie (1991) that the
evaluation of the destination experience will influence the image and modify it.
The sixth finding is related to the revisit intention of international tourists to Da
Nang city. It was found from the research that both overall satisfaction with the trip and
post-visit image of destination in the mind of tourists have a positive effect on future
revisit intention, with the same total effect (.46). The finding is in line with previous study
that the image of the destination under study positively affects visitors’ intention to
revisit in the future (Court and Lupton, 1997). Among 8 attributes, landscape has the
lowest total effect (.08) on revisit intention.
 121

For the last finding of this study, the importance-performance analysis was
employed to the importance degree of destination attributes in relation with satisfaction
with these attributes. The finding shows that 5 attributes (P1Lscape, P1Cul-His,
P1People, P1Safe, P1Sites) were located in the quadrant of “keep up the good work”.
Four attributes fell into “low priority”. They were P1Service, P1Infor, P1Relax and
P1Weather). And only P1Price was plotted in “concentrate here”. This finding is
significant for tourism planners to allocate future resource efficiently.

5.3 Recommendation
The results of this empirical study present a clear picture of the destination
attributes that attract international tourists to select Da Nang as their destination and
addresses how these destination attributes are influenced by demographic variables. It
further clarifies how satisfaction with each of destination attributes affects overall
satisfaction with the trip and post-visit image of destination. In their turn, overall
satisfaction and destination image affect the revisit intention. Holloway and Plant (1988)
maintained that if destination marketers have a clear grasp of the reasons for the
demand from each market segment group, they will be able to choose advertising and
sales messages that inform and prevail upon tourists to buy their products, as well as
being able to tailor their products more closely to their customers’ requirements.
The findings of this empirical study reveal that nine destination attributes of Da
Nang (landscape, culture and history, service, people, safety, attitude of local people,
weather, price, located nearly World Heritage Sites) and image of Da Nang are
 122

important for the selection of Da Nang as tourists’ holiday destination. In which culture
and history, located nearly World Heritage Sites, landscape, service, weather and price
are more important than other three attributes in predicting tourists’ wish to visit Da
Nang. Therefore, the Da Nang Department of Tourism (DOT) could use these
destination attributes in designing tourism promotion programs to attract international
tourists to visit Da Nang. Particularly, the finding that international tourists select Da
Nang because its location is near World Heritage Sites is very significant for Da Nang’s
tourism planners. For example, DOT could advertise destination of Da Nang in the
World Heritage Sites around Da Nang such as Hoi An Old Town, Complex of Hue
Monuments, My Son Sanctuary. In the corporate perspective, Da Nang’s tourism firms
should open a tourism agent in the World Heritage Sites nearly Da Nang to sell tour
packages of Da Nang city. Therefore, Da Nang could attract much more arrivals of
international tourists from these areas.
The finding that safety attribute is not important than other six stated above
attributes is also significant for Da Nang’s tourism planners to rethink about this attribute
in designing tourism promotion programs. If promoting Da Nang image in the World
Heritage Sites, safety attribute does not need to be advertised because international
tourists have visited Viet Nam which is considered safe place already.
It suggests that individuals can have an image of a destination even if they have
never visited it (Echtner and Ritchie, 2003). The findings of this study reveal that eight
attributes (landscape, culture and history, service, attitude of local people, relax,
weather, price, located nearly World Heritage Sites) have positive correlations with pre-
 123

visit mage of Da Nang. Therefore, this could be a recommendation for further research
about the formation of pre-visit of Da Nang according to these eight destination
attributes.
The findings of this study reveal that the satisfaction with eight destination
attributes (landscape, culture and history, service, people, safe, attitude of local people,
weather, price) grouped into three attribute factors (entertainment, personal safety and
landscape) have direct effects on the satisfaction with the trip. It is interesting to find
that although safety is not much important than other attributes to tourists’ selection of
destination, it is one of eight determinants of the overall satisfaction with the trip in Da
Nang city. Therefore, tourism planners should not neglect personal safety issue for
tourists which have been well managed in Da Nang city. The findings also find that the
overall satisfaction with the trip has a great influence on Da Nang’s image in the mind
of tourists after they finished their visitation in Da Nang. The result also reveals that
overall satisfaction and post-visit image have an influence on intention of revisit. Thus,
devise a smart strategy aiming at satisfying the needs of international tourists related to
these eight destination attributes would be an indispensable task of tourism planners
and marketers in Da Nang city. Furthermore, tourism firms and DOT should have a tight
corporation to satisfy the needs and wants of tourists, this will lead to increase the Da
Nang’s image and pull tourists much of tourists to revisit Da Nang.
With regard to strengths and weaknesses of destination attributes, the IPA grid
suggests that 5 attributes (Lscape, Cul-His, People, Safe, Sites) in the quadrant of
“keep up the good work” are opportunities for gaining competitive advantages in
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tourism. They are both high in importance and satisfaction with each of these 5
attributes. Therefore, tourism planners should maintain this situation. With regard to
relationship between attribute satisfaction and overall satisfaction, although landscape
was in the quadrant of “keep up the good work”, it has the lowest direct effect (.17) on
overall satisfaction. Therefore, in the current competitive environment, tourism planners
of Da Nang city should make additional improvement of sightseeing conditions at
landscape sites in Da Nang. The IPA grid indicates that the price of goods and services
in Da Nang city is higher than tourists’ expectation. The IPA result recommends an
immediate concentration should be placed in price control in order to meet the
expectations of international tourists. This reflects the actual situation in Viet Nam at this
year (2008) when the Consumer Price Index in the first nine months increased in
21.87% (www.dddn.com.vn). Currently, inflation control has been one of the top priority
tasks of Vietnamese government. In the corporate perspective, tourism firms should
improve their management of cost to reduce the price of tour packages for tourists. The
result of IPA demonstrates that service, tourism information, relax, and weather are
those attributes should not necessary to put much effort because they show both low in
importance and satisfaction.

5.4 Limitation of the Study

This section identifies the limitations of the present study.
1. The study’s model was tested in a specific setting, Da Nang city. Therefore, it
can not necessarily be generalized to other populations.
 125

2. The study has utilized only the destination attributes in previous research. In
other words, the destination attributes identified in the questionnaire do not include all
possible attributes of destination.
3. English is the main language for collecting data through questionnaire.
Although the questionnaires were translated in some languages, it can not eliminate the
possibility of misunderstanding the questionnaire due to poor foreign language skills of
international tourists.

5.5 Recommendation for Future Research

The research suggests the following recommendations for future research:
1. With regard to generalization, the future studies are recommended the
replication of this study in the context of other destinations.
2. The literature review in this study reveals that there has been lack of attention
among researchers to study image of Viet Nam in general and the image of Da Nang in
particular. An analysis of the relationship between Da Nang’s destination attributes and
the image of Da Nang should be investigated.
3. The landscape of Marble Mountain in Da Nang has been famous among
international tourists. However, there is no specific tourism research about this
sightseeing site. The analysis of tourists’ satisfaction with Marble Mountain should be
investigated as a part of the improvement of Da Nang’s image.
 CHAPTER 4
DATA ANALYSIS

This chapter presents principal findings from the primary research and discusses
the results obtained through primary data collection as bellows:
4.1 Identify the Important Attributes of Da Nang
4.2 Profile of respondents
4.3 Testing of hypotheses
4.3.1 Testing of hypothesis 1a and 1b
4.3.2 Testing of hypothesis 2
4.3.3 Testing of hypothesis 3
4.3.4 Factor Analysis
4.3.5 Path Analysis
4.3.6 Testing of hypothesis 4
4.3.7 Testing of hypothesis 5
4.3.8 Testing of hypothesis 6
4.3.9 Result of path analysis
4.4 Importance-Performance Analysis (IPA)
 59

4.1 Identify the Important Attributes of Da Nang

The process of indentifying the holiday attributes or characteristics considered
important to international tourists to Da Nang is implemented using the triangulation of
primary and secondary methods (Tribe and Snaith, 1998; Jenkins, 1999). Secondary
research is conducted in the form of a review of both relevant academic literatures,
while primary research is conducted through surveying a focus group that travels much
Da Nang.
In the first step, regarding secondary research through reviewing previous
studies, there are thirteen attributes drawn for the research purpose of this study,
namely, (1) Culture and history (monument, heritage, arts, handcraft and ways of life of
local people), (2) Landscape (beautiful scenery and natural attractions), (3) Services
(shopping, accommodation, food, and transportation), (4) Entertainment, (5) Relaxation,
(6) Climate (e.g., pleasant weather), (7) Price (e.g., cost, good value for money), (8)
Sport, (9) Safety (personal safety), (10) Local people’s attitude toward tourists, (11)
Special events and activities, (12) Accessibility (tourism information available), and (13)
Close to other destinations (located nearly World Heritage Sites). These thirteen
destination attributes play an important role in attracting international tourist to visit Da
Nang. Not all of them, however, are equally important. Therefore, the identification of
important attributes is necessary to find out the influence of each attribute on
international tourists’ decision to visit Da Nang. These thirteen destination attributes are
employed in the questionnaire (Appendix A).
 60

The questionnaires were sent to 25 foreigners who are living in Da Nang and 3
tourism experts in Da Nang. They are asked to rank the attributes in terms of their
importance level to them. The important rating starts from (1) as the most important,
then goes to (2) as the second most important, and ends with (13) as the least
important. If the interviewees find out any particular attributes that are important to
them, they are requested to supplement the list first, and then start ranking the
important level in the same way mentioned above. And Table 4.1 below is reported
based on mean scores.
Table 4.1 The ranking of destination attributes of Da Nang
Standard Std. Error of
Sum Means Kurtosis
Deviation Kurtosis
1. Lscap 297 10.61 3.12 -0.05 0.86
2. CloseDesntion 247 8.82 3.90 -0.61 0.86
3. Cul-Histry 245 8.75 3.42 -1.23 0.86
4. Safety 220 7.86 2.99 -0.55 0.86
5. QualyService 216 7.71 3.21 0.01 0.86
6. Relax 213 7.61 3.45 -1.04 0.86
7. Climate 205 7.32 2.83 -0.66 0.86
8. Localpeople 197 7.04 3.18 -0.63 0.86
9. Price 188 6.71 3.48 -1.09 0.86
10. Access 156 5.57 3.36 -0.23 0.86
11. EventActi 119 4.25 3.38 -1.08 0.86
12. .NitghtEntment 113 4.04 2.97 -0.30 0.86
13. Sport 79 2.82 2.61 0.78 0.86
 61

From Table 4.1 “landscape” is ranked the most important (Mean=10.61), the
second most important (Mean=8.82) is “close to other destination” and the least
important (Mean=2.82) is “Sport”.
A questionnaire survey with too many destination attributes may confuse
respondents, causing denial or providing fake information, and in turn, reduce the
reliability of the study (Suh and Gartner, 2004). However, it is also important that any
attribute, which is supposed to be important to Da Nang, should not be missed (Lichen
Zhou, 2005). It can be seen from the Table 4.1 that there is a significant decline in
mean score from 4.25 (special events and activities) to 2.82 (sport). This means that
not many respondents consider these attributes important to their decision of selecting
Da Nang as their destination. Furthermore, according to my working experiences of
dealing with international tourists, this result is fair in the context of Da Nang tourism
industry. Although much efforts of Da Nang authority have been put in improving this
such as golf projects, event of international contest of fireworks, all just is beginning
phase.
Attributes were indentified in a management session through a Bernstein (1984)
discussion. To modify the destination attributes in order to apply to the specific tourism
characteristics of Da Nang, the result of this preliminary survey is open for discussion
with three tourism experts stated above. Finally, all participants go to an agreement that
10 attributes that are considered to be important and are believed to contribute to the
identification of Da Nang as a holiday destination for international tourists. These 10
identified destination attributes of Da Nang consist of (1) Landscape (beautiful scenery
 62

and natural attractions), (2) Located nearly World Heritage Sites, (3) Culture & history
(monument, heritage, arts, handcraft and ways of life of local people), (4) Safety
(personal safety), (5) Services (shopping, accommodation, food, and transportation), (6)
Relaxation, (7) Weather (e.g., pleasant weather), (8) Local people’s attitude toward
tourists, (9) Price (e. g., cost, good value for money), (10) Tourism information.

4.2 Profile of Respondents

The demographic characteristics of gender, age, education, visitation status, and
trip purposes were included in this discussion in an effort to provide a descriptive profile
of the survey respondents. Table 4.2 presents the summary of findings which was
obtained by running frequencies on the survey data. Other characteristic presented in
Table 4.3 is distribution of this sample population by country.
A total of 399 respondents were interviewed, there are as much as 209
respondents, or 52.5 percent, reported were male, whereas 190 others, or 47.6 percent,
were female. About half of respondents fell into an age group ranged from 16 to 32, at
a level of 47.6 percent, followed by the 33-49 age group with 32.8 percent, and the
least was 19.5 percent for the group of age of 50 or over. It can be seen from the table
4.2 that there were 64.7 percent of respondents completed bachelor’s degree or above,
while 35.3 percent was under bachelor’s degree. Regarding visitation status, the
majority of respondents indicated that this is their first trips to visit Da Nang city,
accounting for 78.9 percent, whereas only 21.1 percent reported was repeat visitors. In
terms of the purposes of the trip, respondents in this study were predominantly tourism-
 63

only tourists with 70.2 percent, and the residuals were tourists who combined tourism
with other purposes such as visiting friends or relatives, attending conference or
training, and so on, accounting for 29.8 percent.
Table 4.2 Characteristics of respondents

Variables Response categories Frequencies Percentage (%)

Male 209 52.4%
Gender
Female 190 47.6%
16-32 190 47.6%
Age 33-49 131 32.8%
50 or over 78 19.5%
Under Bachelor’s degree 141 35.3%
Education
Bachelor’s degree and above 258 64.7%
First-time visit 315 78.9%
Visitation status
Repeat visit 85 21.1%
Tourism only 280 70.2%
Trip purposes
Tourism and others 119 29.8%

Table 4.3 Characteristic of respondents by country

Country Frequencies Percentage (%)
The United States 69 17.3%
Japan 41 10.3%
Thailand 35 8.8%
Australia 29 7.3%
France 22 5.5%
Laos 22 5.5%
China 20 5.0%
 64

Country Frequencies Percentage (%)

Spain 18 4.5%
Korea 14 3.5%
Germany 12 3.0%
Canada 10 2.5%
United Kingdom 9 2.3%
Singapore 9 2.3%
Others 89 22.2%
399 100%

With reference to geographical distribution of respondents, the data was based

on the countries where interviewees are living and the summary of findings is
demonstrated in Table 4.3 with the distribution among 42 countries. It can be seen from
the Table 4.3 that the American constituted the largest of the respondents, namely 69
(17.3%), followed by the Japanese constituting 41 (10.3%) of the total 399 respondents.
The Thai and Australian tourists accounted for 8.8% and 7.3%, respectively. Two
national foreign tourists coming from France, Laos share the same proportions with
5.5%, while tourists coming from China made up a little bit rate with 5% of total
respondents. The findings showed that the tourists from Spain, Korea, Germany,
Canada, United Kingdom and Singapore fell within the range from 2.3% to 4.5%. Other
national foreign tourists coming from 29 countries made up 22.2% of the total
respondents, with each proportion lower than 2%.
 65

4.3 Testing of Hypotheses

4.3.1 Testing of Hypothesis 1a and 1b
The first objective of this study is to determine the degree of importance of the
ten attributes to the selection of Da Nang as the destination of international tourists.
Firstly, this research examined the significant importance of each of ten important
attributes (hypothesis 1a), then identify the importance degree of each attributes
(hypothesis 1b) to international tourists’ desire to visit Da Nang as their destination.

Hypothesis 1a: Each of Da Nang’s important attributes is significantly

important to destination selection of international tourists. This characteristic is
not significantly different in the demographic groups.
In order to examine the significant importance of each of ten important
attributes, namely landscape (P1Lscape), culture and history (P1Cul-His), service
(P1Service), tourism information (P1Infor), attitude of local people (P1People), personal
safety (P1Safe), relaxation (P1Relax), pleasant weather (P1Weather), good value for
money (P1Price), located nearly World Heritage Sites (P1Sites), the mean scores were
employed.
Table 4.4 contains the mean score of the important level for each attribute. The
higher mean score, the greater the degree of the important level achieved. It can be
found that the mean values of nine important attributes (P1Cul-His, P1Sites, P1Safe,
P1People, P1Lscape, P1Price, P1Relax, P1Weather, P1Service) were significantly at
 66

level of agreement “important”. Whereas destination attribute P1Infor was not

significantly in term of important degree to destination selection. This is a surprising
result because these ten destination attributes are supposed to be important to
destination selection. Therefore, attribute P1Infor is removed from further analysis in this
study. In other words, nine destination attributes are considered significantly important
to the selection of destination of international tourists.
Table 4.4: Importance degree toward destination selection of international tourists
Standard Level of
Min Max Mean
Deviation agreement
P1Cul-His 2.00 5.00 4.16 .81 Important
P1Sites 1.00 5.00 4.01 1.05 Important
P1Safe 1.00 5.00 3.96 .92 Important
P1People 1.00 5.00 3.95 .93 Important
P1Lscape 1.00 5.00 3.87 .77 Important
P1Price 1.00 5.00 3.64 1.02 Important
P1Relax 1.00 5.00 3.53 1.07 Important
P1Weather 1.00 5.00 3.48 .99 Important
P1Service 1.00 5.00 3.46 .98 Important
P1Infor 1.00 5.00 3.27 1.1 Neutral
N = 399, 5-point Likert scale (1=very unimportant, 5 =very important)

In an effort to investigate the influence of the demographic variable groups,

namely gender (P3Gender), education (P3Education)”, visited Da Nang or not yet
before (P3Visit-Notyet), purpose of the trip (P3Purpose) on the important degree of
each of nine attributes to destination selection. In other words, to determine whether
there are significant differences in importance degree of destination attributes between
 67

groups of demographic variables mentioned above, the analysis of t-test was performed
based on question P1A1-P1A10 and questions P31, P32, P34, P35, P36. There are two
assumptions tested before conducting t-test approach. They are normal distribution and
homogeneity of variance.
Hypothesis 1a1: Important attribute of landscape is significantly important
to destination selection of international tourists. This characteristic is not
significantly different in the demographic groups.
Table 4.5 Group mean values, assumption testing and t-test (landscape)

Sig.
Grouping Grouping Kurt- Skew- Sig.
Mean SD (Levene t-test
variables levels osis Ness (2-tailed)
test)
Male 3.83 0.80 0.52 -0.47
P3Gender .120 -1.273 .204
Female 3.93 0.74 -0.40 -0.20
Under
3.99 0.74 -0.55 -0.20
bachelor
P3Education .080 2.133 .034
Bachelor
3.81 0.79 0.45 -0.43
& above
P3Visit- Repeat 3.98 0.64 -0.49 0.02
.001 1.546 .124
Notyet First time 3.85 0.80 0.15 -0.38
Tourism
3.82 0.79 0.30 -0.40
only
P3Purpose .014 -2.373 .018
Tourism
4.01 0.71 -0.54 -0.16
& other

There are two assumptions tested before conducting t-test approach. Firstly, it
can be seen from the findings in Table 4.5 that the assumption of normal distribution is
 68

satisfied with every variable because their Kurtosis and Skewness are ranged within
from -1.0 to +1.0. With regard to the assumption of equal variances of the groups, since
the probability associated with the Levene’s test of variables, namely, P3Gender (.120),
P3Education (.080) were all greater than the level of significance (0.05), the
requirement for equal variances was satisfied. Contrary to this, Levene’s test probability
of P3Visit-Notyet (.001) and P3Purpose (.014) was less than 0.05, which means that
the condition of homogeneity of variance has not been satisfied. Therefore, the “equal
variances not assumed” formula for Independent Groups T-Test was employed for
P3Visit-Notyet and P3Purpose.
The research findings demonstrated in Table 4.5 reveals that:
- There was a significant difference in P1Lscape between two groups of
P3education t(397)=-2.133, p=.034
- There was a significant difference in P1Lscape between two groups of
P3Purpose, t(397)= -2.373, p=.018
- There was no significant difference in P1Lscape between two groups of
P3Gender and P3Visit-Notyet

Hypothesis 1a2: Important attribute of culture and history is significantly

important to destination selection of international tourists. This characteristic is
not significantly different in the demographic groups.
Table 4.6 shows that the assumption of normality (Kurtosis and Skewness from
-1.0 to +1.0) was satisfied. Levene’s test of P3Gender (.106), P3Education (.967) and
 69

P3Visit-Notyet (.062) were greater than 0.05, the requirement for homogeneity was
satisfied. Contrary to this, Levene’s test probability of P3Purpose (.000) was less than
0.05, meaning that the homogeneity of variance was not satisfied. Therefore, the “equal
variances not assumed” formula for Independent Groups T-Test was employed for
P3Purpose.
Table 4.6 Group mean values, assumption testing and t-test (culture and history)

Sig.
Grouping Grouping Kurt- Skew- Sig.
Mean SD (Levene t–test
variables levels osis ness (2-tailed)
test)
Male 4.12 0.79 -0.06 -0.63
P3Gender .106 -1.061 .289
Female 4.21 0.83 -0.23 -0.75
Under
4.18 0.84 0.46 -0.93
bachelor
P3Education .976 .217 .829
Bachelor &
4.16 0.80 -0.57 -0.53
above
P3Visit- Repeat 3.88 0.95 -0.56 -0.54
.062 -3.679 .000
Notyet First time 4.24 0.75 -0.40 -0.61
Tourism
4.28 0.70 -0.63 -0.50
only
P3Purpose .000 4.233 .000
Tourism &
3.91 0.97 -0.78 -0.48
other

The research findings demonstrated in Table 4.6 reveals that:

- There was a significant difference in P1Cul-His between two groups of P3Visit-
Notyet t(397)= -3.679, p=.000
- There was a significant difference in P1Cul-His between two groups of
P3Purpose, t(397)= 4.233, p=.000
 70

- There was no significant difference in P1Cul-His between two groups of

P3Gender and P3Education

Hypothesis 1a3: Important attribute of service is significantly important to

destination selection of international tourists. This characteristic is not
significantly different in the demographic groups.
Table 4.7 shows that the assumption of normality (Kurtosis and Skewness from
-1.0 to +1.0) was satisfied. Levene’s test of P3Gender (.502), P3Education (.795),
P3Visit-Notyet (.085) and P3Purpose (.690) were greater than 0.05, the requirement for
homogeneity was satisfied.
Table 4.7 Group mean values, assumption testing and t-test (service)

Sig.
Grouping Grouping Kurt- Skew- Sig.
Mean SD (Levene t-test
variables levels osis ness (2-tailed)
test)
Male 3.51 0.97 0.01 -0.46
P3Gender .502 .931 .352
Female 3.42 0.99 -0.47 -0.26
Under
3.70 0.96 -0.30 -0.40
bachelor
P3Education .795 3.541 .000
Bachelor
& above 3.34 0.97 -0.23 -0.36
P3Visit- Repeat 3.48 0.86 -0.58 0.08
.085 .132 .895
Notyet First time 3.46 1.01 -0.26 -0.42
Tourism
3.46 0.99 -0.19 -0.47
only
P3Purpose .690 -.092 .927
Tourism
3.47 0.96 -0.41 -0.06
& other
 71

The research findings demonstrated in Table 4.7 reveals that:

- There was a significant difference in P1Destion-Image between two groups of
P3Visit-Notyet t(397)= 3.541, p=.000
- There was no significant difference in P1Service between two groups of
P3Gender, P3Visit-Notyet and P3Purpose,

Hypothesis 1a4: Important attribute of People is significantly important to

destination selection of international tourists. This characteristic is not
significantly different in the demographic groups.
Table 4.8 Group mean values, assumption testing and t-test (people)

Sig.
Grouping Grouping Kurt- Skew- Sig.
Mean SD (Levene t -test
variables levels osis ness (2-tailed)
test)
Male 4.05 0.84 0.78 -0.79
P3Gender .002 2.263 .024
Female 3.84 1.01 -0.15 -0.70
Under
3.95 0.92 0.35 -0.74
bachelor
P3Education .869 .048 .962
Bachelor
& above 3.95 0.93 0.34 -0.82
P3Visit- Repeat 3.82 0.97 0.40 -0.76
.221 -1.403 .161
Notyet First time 3.98 0.91 0.31 -0.80
Tourism
3.99 0.87 -0.22 -0.62
only
P3Purpose .010 1.396 .164
Tourism
3.84 1.05 0.52 -0.93
& other
 72

Table 4.8 shows that the assumption of normality (Kurtosis and Skewness from
-1.0 to +1.0) was satisfied. The requirement for homogeneity of P3Education (.869),
P3Visit-Notyet (.221) were satisfied. Levene’s test probability of P3Gender (.002) and
P3Purpose (.010) were not satisfied. Therefore, the “equal variances not assumed”
formula for Independent Groups T-Test was employed for P3Gender and P3Purpose.
The research findings demonstrated in Table 4.8 reveals that:
- There was a significant difference in P1People between two groups of
P3Gender t(397)= 2.263, p=.024
- There was no significant difference in P1People between two groups of
P3Education, P3Visit-Notyet and P3Purpose.

Hypothesis 1a5: Important attribute of safety is significantly important to

destination selection of international tourists. This characteristic is not
significantly different in the demographic groups.
Table 4.9 shows that the assumption of normality (Kurtosis and Skewness from
-1.0 to +1.0) was satisfied. The requirement for homogeneity of P3Gender (.445) was
satisfied. Levene’s test probability of P3Education (.002) and P3Visit-Notyet (001) and
P3Purpose (.000) were not satisfied. Therefore, the “equal variances not assumed”
formula for Independent Groups T-Test was employed for P3Education, P3Visit-Notyet
and P3Purpose.
 73

Table 4.9 Group mean values, assumption testing and t-test (safety)

Sig.
Grouping Grouping Kurt- Skew- Sig.
Mean SD (Levene t-test
variables levels osis ness (2-tailed)
test)
Male 4.01 0.88 -0.28 -0.63
P3Gender .445 1.129 .260
Female 3.91 0.96 1.08 -0.99
Under
3.87 1.05 0.54 -0.93
bachelor
P3Education .002 -1.503 .134
Bachelor
4.02 0.83 -0.13 -0.60
& above
P3Visit- Repeat 3.93 1.18 0.63 -1.17
.001 -.336 .738
Notyet First time 3.97 0.84 -0.29 -0.51
Tourism
4.04 0.77 -0.14 -0.49
only
P3Purpose .000 2.233 .027
Tourism
3.78 1.17 -0.31 -0.75
& other

The research findings demonstrated in Table 4.9 reveals that:

- There was a significant difference in P1Safe between two groups of P3Purpose
t(397)= 2.233, p=.027
- There was no significant difference in P1Safe between two groups of P3Gender,
P3Education, P3Visit-Notyet.
 74

Hypothesis 1a6: Important attribute of relax is significantly important to

destination selection of international tourists. This characteristic is not
significantly different in the demographic groups.
Table 4.10 shows that the assumption of normality (Kurtosis and Skewness from
-1.0 to +1.0) was satisfied. Levene’s test probability of P3Gender (.776), P3Education
(.808), P3Visit-Notyet (.488), P3Purpose (.864) were satisfied. Therefore, the
requirement for homogeneity was satisfied.
Table 4.10 Group mean values, assumption testing and t-test (relax)

Sig.
Grouping Grouping Kurt- Skew- Sig.
Mean SD (Levene t-test
variables levels osis ness (2-tailed)
test)
Male 3.55 1.07 -0.45 -0.46
P3Gender .776 .370 .712
Female 3.51 1.07 -0.20 -0.58
Under
3.66 1.11 -0.03 -0.73
bachelor
P3Education .808 1.775 .077
Bachelor
3.46 1.04 -0.44 -0.41
& above
P3Visit- Repeat 3.77 1.03 -0.27 -0.53
.488 2.352 .019
Notyet First time 3.47 1.07 -0.37 -0.51
Tourism
3.45 1.07 -0.26 -0.59
only
P3Purpose .864 -2.239 .026
Tourism
3.71 1.06 -0.73 -0.36
& other

The research findings demonstrated in Table 4.10 reveals that:

- There was a significant difference in P1Relax between two groups of P3Visit-
Notyet t(397)= 2.352, p=.019
 75

- There was a significant difference in P1Relax between two groups of

P3Purppose t(397)= -2.239, p=.026
There was no significant difference in P1Relax between two groups of
P3Gender and P3Education.

Hypothesis 1a7: Important attribute of weather is significantly important to

destination selection of international tourists. This characteristic is not
significantly different in the demographic groups.
Table 4.11 Group mean values, assumption testing and t-test (weather)

Sig.
Grouping Grouping Kurt- Skew- Sig.
Mean SD (Levene t-test
variables levels osis ness (2-tailed)
test)
Male 3.54 0.98 -0.17 -0.38
P3Gender .872 1.206 .229
Female 3.42 1.01 0.08 -0.63
Under
3.56 1.10 -0.10 -0.67
bachelor
P3Education .023 1.152 .250
Bachelor
3.43 0.93 0.05 -0.41
& above
P3Visit- Repeat 3.36 0.98 0.23 -0.70
.642 -1.262 .208
Notyet First time 3.51 1.00 -0.09 -0.47
Tourism
3.55 0.91 -0.10 -0.36
only
P3Purpose .004 2.119 .035
Tourism
3.30 1.15 -0.43 -0.52
& other
 76

Table 4.11 shows that the assumption of normality (Kurtosis and Skewness from
-1.0 to +1.0) was satisfied. The requirement for homogeneity of P3Gender (.872)
P3Visit-Notyet (.642) were satisfied. Levene’s test probability of P3Education (.023) and
P3Purpose (.004) were not satisfied. Therefore, the “equal variances not assumed”
formula for Independent Groups T-Test was employed for P3Education and P3Purpose.
The research findings demonstrated in Table 4.11 reveals that:
- There was a significant difference in P1Weather between two groups of
P3Purppose t(397)= 2.119, p=.035
- There was no significant difference in P1Weather between two groups of
P3Gender and P3Education and P3Visit-Notyet.

Hypothesis 1a8: Important attribute of price is significantly important to

destination selection of international tourists. This characteristic is not
significantly different in the demographic groups.
Table 4.12 shows that the assumption of normality (Kurtosis and Skewness from
-1.0 to +1.0) was satisfied. The requirement for homogeneity of P3Gender (.272),
P3Education (.565), P3Visit-Notyet (.308) and P3Purpose (.986) were satisfied
 77

Table 4.12 Group mean values, assumption testing and t-test (price)

Sig.
Grouping Grouping Kurt- Skew- Sig.
Mean SD (Levene t-test
variables levels osis ness (2-tailed)
test)
Male 3.71 1.01 0.21 -0.74
P3Gender .272 1.453 .147
Female 3.56 1.05 0.01 -0.57
Under
3.74 1.08 0.20 -0.79
bachelor
P3Education .565 1.481 .139
Bachelor
3.59 1.00 0.09 -0.60
& above
P3Visit- Repeat 3.73 1.12 -0.09 -0.80
.308 .847 .397
Notyet First time 3.62 1.00 0.18 -0.62
Tourism
3.68 1.03 0.05 -0.63
only
P3Purpose .985 .994 .321
Tourism
3.56 1.03 0.18 -0.74
& other

The research findings demonstrated in Table 4.12 reveals that:

- There was no significant difference in P1Price between two groups of P3Gender
and P3Education, P3Visit-Notyet and P2Purpose.

Hypothesis 1a9: Important attribute of sites is significantly important to

destination selection of international tourists. This characteristic is not
significantly different in the demographic groups.
Table 4.13 shows that the assumption of normality (Kurtosis and Skewness from
-1.0 to +1.0) was satisfied. The requirement for homogeneity of P3Gender (.745) were
 78

satisfied. Levene’s test probability of P3Education (.000), P3Visit-Notyet (.000) and

P3Purpose (.000) were not satisfied. Therefore, the “equal variances not assumed”
formula for Independent Groups T-Test was employed for P3Education, P3Visit-Notyet
and P3Purpose.
Table 4.13 Group mean values, assumption testing and t-test (sites)

Sig.
Grouping Grouping Kurt- Skew- Sig.
Mean SD (Levene t-test
variables levels osis ness (2-tailed)
test)
Male 4.00 1.05 -0.07 -0.85
P3Gender .745 -.200 .842
Female 4.02 1.05 -0.35 -0.81
Under
bachelor 3.87 1.25 -0.68 -0.78
P3Education .000 -1.865 .063
Bachelor
& above 4.09 0.91 -0.58 -0.64
Repeat 3.61 1.30 -1.06 -0.48
P3Visit-Notyet .000 -3.369 .001
First time 4.12 0.95 -0.27 -0.80
Tourism
only 4.23 0.91 0.22 -1.01
P3Purpose .000 6.084 .000
Tourism
& other 3.50 1.17 -0.91 -0.31

The research findings demonstrated in Table 4.13 reveals that:

- There was a significant difference in P1Sites between two groups of P3Visit-
Notyet t(397)= 6.084, p=.001.
- There was a significant difference in P1Sites between two groups of P3Purpose
t(397)= -3.369, p=.001.
 79

- There was no significant difference in P1Sites between two groups of P3Gender

and P3Education.

Hypothesis 1a10: Each of important attribute is significantly important to

destination selection of international tourists. This characteristic is not
significantly different in the age groups.
To examine weather the difference in importance level of each of important attribute
is significantly different in age groups, the analysis of one-way ANOVA (F – test) was
performed. The results are summarized in Tables 4.14.
Table 4.14 ANOVA: Group mean values (age groups)
Important Age
Total F sig.
attributes 16-32 33-49 50 or over
P1Lscape 3.87 3.76 4.09 3.87 4.66 0.010*
P1Cul-His 4.10 4.21 4.24 4.16 1.22 0.297
P1Service 3.47 3.33 3.68 3.46 3.19 0.042*
P1Infor 3.44 3.41 3.44 3.43 .054 0.947
P1People 3.91 3.89 4.14 3.95 2.14 0.120
P1Safe 3.89 3.98 4.10 3.96 1.47 0.232
P1Relax 3.51 3.53 3.59 3.53 0.15 0.858
P1Weather 3.40 3.50 3.64 3.48 1.66 0.191
P1Price 3.55 3.79 3.62 3.64 2.27 0.105
P1Sites 3.74 4.30 4.19 4.01 13.26 0.000*
*p < .05
The result in Table 4.14 indicates that significant differences between tourists
with different age were observed with regard to three important attributes P1Lscape
(p=.010), P1Service (p=.042) and P1Sites (p=.000).
 80

When significant differences were found, Turkey HSD test (Table 4.15) was
conducted to investigate the source of the difference across the three age groups.
Table 4.15 Tukey HSD: mean difference according to age groups
Mean Difference Std.
(I) P3Age (J) P3Age Sig.
(I-J) Error
P1Lscape 33-49 16-32 -0.113 0.087 0.398
50 or over -0.334 0.110 0.007**
P1Service 33-49 16-32 -0.140 0.111 0.414
50 or over -0.351 0.139 0.032*
P1Sites 16-32 33-49 -0.561 0.116 0.000**
50 or over -0.455 0.137 0.003**
**p < .01, *p < .05
The results of Tukey’s HSD test on the P1Lscape found statistically significant
differences (p = 0.007) between age group (33-49) and (50 or over). Respondents aged
50 or over (mean = 4.09) found landscape more important than age group of 33-49
(mean = 3.87).
The results of Tukey’s HSD test on the P1service found statistically significant
differences (p = 0.032) between age group (33-49) and (50 or over).
The results of Tukey’s HSD test on the P1service found statistically significant
differences (p = 0.000) between age group (16-32) and (33 - 49), and statistically
significant differences (p = 0.003) between age group (16-32) and (50 or over).
 81

Hypothesis 1b: the higher the importance degree of each of destination

attributes, the stronger the tourist’s wish to visit Da Nang would be.
In order to determine a correlation between importance degrees of each of nine
attributes (independent variables) and the aspiration of tourist to visit Da Nang as their
destination, labeled as P1WishVisit (dependent variable), the Multiple Regression
Analysis using the method of stepwise multiple regression was performed based on
questions P1A in terms of a 5-point Likert scale and P1B measured on a 7-point Likert
scale. It can be understood from Hypothesis 1b that the dependent variable would have
a positive correlation with each of ten independent variables, and the importance
degree of one attribute might be higher or lower than that of another attribute in this
study.
There are three assumptions required to be satisfied before the performance of
multiple regression concluding normality, linearity and homoscedasticity. Firstly, the
interval level variables in the analysis should be normally distributed. The findings in
Table 4.16 show that the skewness and the kurtosis of eleven attributes are within the
acceptable range for normality (-1.0 to +1.0). Therefore, the assumption of normality is
satisfied. Secondly, the assumption of linearity of the relationship between the interval
level independent variables and dependent variable is also satisfied as indicated in
Figure 4.1. And finally, the results reported in Figure 4.1 shows that the variance for the
dependent variable is uniform across the data values for all independent variables. This
means that the homogeneity assumption is not violated.
 82

Table 4.16 Normality of P1WishVisit with destination attributes

Skewness Kurtosis
N Std. Std.
Statistic Statistic
Error Error
P1Lscape 399 -.371 .122 .205 .244
P1Cul-His 399 -.681 .122 -.179 .244
P1Service 399 -.358 .122 -.255 .244
P1People 399 -.790 .122 .326 .244
P1Safe 399 -.831 .122 .544 .244
P1Relax 399 -.515 .122 -.342 .244
P1Wther 399 -.503 .122 -.023 .244
P1Price 399 -.656 .122 .083 .244
P1Sites 399 -.828 .122 -.219 .244
P1WishVisxit 399 -.406 .122 .339 .244

Scatterplot

Dependent Variable: P1WishVisit

Regression Standardized Residual

-2

-4

-3 -2 -1 0 1 2 3
Regression Standardized Predicted Value

Figure 4.1 Linearity and homogeneity of P1WishVisit with destination attributes

Tables 4.17 and 4.18 provide the summary of multiple regression model. The R
square (.280) indicates that a positive correlation exits between the predictor variables
 83

and the dependent variable, P1WishVisit. It tells us that about 28% of the variance in
P1WishVisit was predicted from the combination of nine predictor variables.

Table 4.17 R square of P1WishVisit with destination attributes

Std. Error
R Adjusted
Model R of the
Square R Square
Estimate
6 .529 .280 .269 .76272

Table 4.18 Multiple regression analysis of P1WishVisit with destination attributes

Unstandardized Standardized
Model Coefficients Coefficients T Sig.
B Std. Error Beta
6 (Constant) 1.63 0.30 5.37 .000**
P1Service 0.23 0.04 0.25 5.42 .000**
P1Cul-His 0.21 0.05 0.19 4.19 .000**
P1Weather 0.12 0.04 0.13 2.80 .005**
P1Sites 0.11 0.04 0.13 2.74 .006**
P1Lscape 0.14 0.05 0.12 2.63 .009**
P1Price 0.10 0.04 0.12 2.41 .016*
**p ≤ 0.01, *p ≤ 0.05, Dependent variable: P1WishVisit, df (6, 392), F=25.364, Sig. =.000, (α = 5%)

Table 4.18 shows raw (understandardized) coefficient, the standardized

coefficient (beta weights), the t values, and the significance level for each of the
variables with the alpha level of 0.05. Table 4.18 demonstrates that P1Lscape (p<0.01),
P1Cul-His (p<0.01), P1Service (p<0.01), P1Weather (p<0.01), P1Sites (p<0.01) and
Price (p<0.05) are more important than other three attributes, namely P1People, P1Safe
and P1Relax in predicting the strength level of tourists’ wish to visit Da Nang city. It
 84

means that six attributes whose p values were less than .05, or level of confidence
greater than 95%, and p values were less than .01, or level of confidence greater than
99%, can be deemed as more important than other three attributes.

4.3.2 Testing of Hypothesis 2

Hypothesis 2: The destination image is significantly important to
destination selection of international tourists. This characteristic is not
significantly different in the demographic groups.
This hypothesis was tested using mean score based on question P1A11 with a
5-point Likert scale. The result reported in Table 4.19 reveals that the total mean score
of destination image was 3.55 which is considered important. This means that the
destination image of Da Nang (P1Destion-Image) was significantly important to
international tourists’ decision to visit Da Nang.
In order to determine whether the difference in importance degree of destination
image of Da Nang before the trip (P1Destion-Image) are significantly different between
groups of controlling variables, namely, gender (P3Gender), education (P3Education)”,
visited Da Nang or not yet before (P3Visit-Notyet), purpose of the trip (P3Purpose), the
analysis of t-test was performed based on question P1A11 and questions P31, P32,
P34, P35, P36. The results are summarized in Table 4.20.
 85

Table 4.19 Destination image and its significant importance to destination selection
Std. Degree of
Min Max Mean
Deviation importance
P1Destion-Image 1.00 6.00 3.5489 1.09244 Important
N = 399, 5-point Likert scale (1=very unimportant, 5 =very important)
There are two assumptions tested before conducting t-test approach. Firstly, it
can be seen from the findings in Table 4.20 that the assumption of normal distribution is
satisfied with every variable because their Kurtosis and Skewness are ranged within
from -1.0 to +1.0. With regard to the assumption of equal variances of the groups, as
indicated in Table 4.21, since the probability associated with the Levene’s test of
variables, namely, P3Gender (.243), P3Education (.784), P3Visit-Notyet (.129) and
P3Purpose (.740) were all greater than the level of significance (0.05), the requirement
for equal variances was satisfied.
Table 4.20 Group mean values and t-test results (destination image) *p <= 0.05
Sig.
Grouping Grouping Kurt- Skew- Sig.
Mean N SD (Levene t-test
variables levels osis ness (2-tailed)
test)
Male 3.607 209 1.069 .227 -.570
P3Gender .243 1.118 .264
Female 3.484 190 1.134 -.250 -.663
Under
3.723 141 1.096 .092 -.685
P3Educati bachelor
.784 2.353 .019*
on Bachelor
3.453 258 1.094 -.018 -.616
& above
P3Visit- Repeat 3.511 84 .987 .342 -.725
.129 -.346 .730
Notyet First time 3.558 315 1.131 -.080 -.612
Tourism only 3.478 280 1.084 .075 -.582
P3Purpose Tourism .740 -1.963 .050*
3.714 119 1.128 .004 -.782
& other
 86

The research findings demonstrated in Table 4.20 reveals that:

- There was no significant difference in importance level of P1Destion-Image
toward international tourists’ selection of Da Nang as their destination between
male and female, t(397)=1.118, p=.264. That is, the average P1Destion-Image
score of male (M=3.607, SD=1.069) was not significantly different from that of
female (M=3.484, SD=1.134).
- There was significant difference in importance level of P1Destion-Image
between tourists who earned bachelor’s degree or higher and those who got
lower bachelor’s degree, t(397)=2.353, p=.264. That is, the average P1Destion-
Image score of “bachelor’s degree and above” (M=3.723, SD=1.069) was
significantly different from that of “under bachelor’s degree” (M=3.453,
SD=1.094).
- There was no significant difference in importance level of P1Destion-Image
toward international tourists’ selection of Da Nang as their destination between
tourists who visited Da Nang and those who were first time to visit Da Nang,
t(397)=-.346, p=.730. That is, the average P1Destion-Image score of “repeat
visitor” (M=3.511, SD=.987) was not significantly different from that of “first-time
visitor” (M=3.558, SD=1.131).
- There was significant difference in importance level of P1Destion-Image toward
international tourists’ selection of Da Nang as their destination between tourists
who visited Da Nang for tourism only and those who combined tourism and
other business, t(397)=-1.963, p=.050. That is, the average P1Destion-Image
 87

score of “tourism-only visitor” (M=3.478, SD=1.084) was significantly different

from that of “tourism-and-other visitor” (M=3.714, SD=1.128).

To examine weather the difference in importance level of P1Destion-Image are

significantly different between groups of age, the analysis of one-way ANOVA (F – test)
was performed based on question P1A11 and question P33. The results are
summarized in Tables 4.21, 4.22 and 4.23.
Table 4.21 Mean values, kurtosis and skewness of groups of age
Std.
P3Age Mean N Kurtosis Skewness
Deviation
16-32 3.5211 190 1.14415 -.231 -.545
33-49 3.5954 131 1.02866 .495 -.713
50 or over 3.5385 78 1.12460 -.011 -.689
Total 3.5489 399 1.10139 -.009 -.624

The kurtosis and skewness of age shown in Table 4.21 were both within the
range for normality (-1.0 to + 1.0). Therefore the assumption of normality required by
the one-way analysis of variance was satisfied.
Table 4.22 Levene test of homogeneity of P1Destion-Image
P1Destion-Image
Levene
df1 df2 Sig.
Statistic
1.527 2 396 .218

The assumption of this test states that the variances of three age groups of
international tourists are equal (null hypothesis). The desired outcome for this test is to
 88

fail to reject the null hypothesis. It can be seen from Table 4.22 that since the
probability associated with the Levene test (0.218) is greater than the level of
significance (0.05), the null hypothesis is not rejected. The requirement for equal
variances was satisfied.
Table 4.23 One-way ANOVA for groups of age
P1Destion-Image
Sum of Mean
Df F Sig.
Squares Square
Between Groups .439 2 .220 .180 .835
Within Groups 482.358 396 1.218
Total 482.797 398

As indicated in Table 4.23, p-value was greater than .05. The null hypothesis is
not rejected. Therefore, it can be concluded that there were no significant differences in
P1Destion-Image between the three groups of age, F(2,396) = .180, p>.05.

4.3.3 Testing of Hypotheses 3

Hypothesis 3: Importance degree of each of destination attributes has a
positive correlation with pre-visit image of destination.
In order to examine the hypothesis, this study employed questions P1C (7-point
Likert scale) to measure Da Nang’s image as the perception of the international tourists
before they visit Da Nang (labeled as P1Pre-Image) The Pearson’s correlation
coefficient was applied to investigate one-to-one correlation between image of Da Nang
 89

before tourists’ visitation and the importance degree of each of ten attributes. The
results are summarized in Table 4.24.
Table 4.24 Pearson correlation coefficients
P1Pre-Image
Important
Pearson’s Sig.
attributes
correlation (r) (2-tailed)
P1Lscape .175** .000
P1Cul-His .129** .010
P1Service .235** .000
P1People .111* .027
P1Safe .088 .078
P1Relax .233** .000
P1Weather .233** .000
P1Price .222** .000
P1Sites .161** .001
**. Correlation significant at the 0.01 level (2-tailed), N = 399
*. Correlation significant at the 0.01 level (2-tailed), N = 399
From the research findings in Table 4.24, it can be seen that P1Pre-Image was
statistically significant with P1Lscape (p=.000), P1Cul-His (p=.010), P1Service (p=.000),
P1People (p=.027), P1Relax (p= .000), P1Weather (p=.000), P1Price (p=.000) and
P1Sites (p=.001). Although they were all significant, the correlation values vary among
them, from the highest of .235 to the lowest of .111.
Further test for new correlations between P1Pre-Image and the importance level
of each of the ten attributes, controlling for P3Gender, P3Age, P3Education, P3Visit-
Notyet and P3Purpose, were conducted using the procedure of partial correlation. The
results are summarized in Table 4.25.
 90

Table 4.25 New correlations between image and importance attributes, controlling for
demographic variables
P3Visit-
P3Gender P3Age P3Education P3Purpose
Notyet
R sig. r sig. R sig. R sig. r sig.
P1A1Lscape .179 .000 .172 .001 .173 .001 .173 .001 .158 .002
P1A2Cul-His .132 .008 .162 .012 .129 .010 .140 .005 .175 .000
P1A3Service .233 .000 .233 .000 .232 .000 .235 .000 .238 .000
P1A5People .106 .034 .107 .033 .110 .028 .114 .023 .127 .011
P1A6Safe .086 .087 .084 .093 .092 .068 .089 .075 .116 .020
P1A7Relax .233 .000 .232 .000 .231 .000 .229 .000 .217 .000
P1A8Weather .230 .000 .229 .000 .231 .000 .236 .000 .261 .000
P1A9Price .219 .000 .220 .000 .220 .000 .220 .000 .236 .000
P1A10Sites .162 .001 .154 .002 .166 .001 .175 .000 .238 .000
P<0.05, sig. (2-tailed)

Looking at the p-values in Table 4.25, it is evident that there were significant
changes in the correlations between P1Pre-Image and P1Lscape, P1Cul-His,
P1Service, P1People, P1Relax, P1Weather, P1Price, and P10Sites, after being
separately controlled for P3Gender, P3Age, P3Education, P3Visit-Notyet and
P3Purpose. It means that these controlling variables significantly accounted for the
relationships between P1Pre-Image and these eight important attributes, namely
P1Lscape, P1Cul-His, P1Service, P1People, P1Relax, P1Weather, P1Price, and
P1Sites. Contrary to this, there was no significant change in the correlation between
P1Pre-Image and P1Safe after being separately controlled for P3Gender, P3Age,
P3Education, P3Visit-Notyet. However, there was a significant change in the correlation
between P1Pre-Image and P1Safe with the controlling for P3Purpose.
 91

4.3.4 Factor Analysis

A confirmatory factor analysis was conducted on the level of satisfaction with
important attribute items. After applying factor extraction, as shown in Table 4.26, a
Kaiser-Meyer-Olkin Measure of Sampling Adequacy (KMO) = .82 indicates that the
degree of common variance among the ten variables is "meritorious". It means that
factor analysis is an appropriate procedure for these data. Furthermore, Bartlett's Test
of Sphericity was statistically significant (p < .001), and therefore factor analysis is
appropriate.
Table 4.26 KMO and Bartlett's Test for factor analysis
Kaiser-Meyer-Olkin Measure of
.820
Sampling Adequacy.
Bartlett's Test of Approx. Chi-
816.463
Sphericity Square
Df 45
Sig. .000

Table 4.27 Factor analysis of the satisfaction of important attribute items

Factor loadings
Factor 1 Factor 2 Factor 3
(Entertainment) (Personal Safety) (Landscape)
P2Relax .760
P2Weather .718
P2Cul-His .611
P2Service .537
P2Price .507
P2Safe .846
P2People .713
P2Lscape .844
 92

Eigenvalues 3.49 1.07 1.03

Variance Explained 34.9% 10.7% 10.3%
Total Variance 55.9%
Explained

From the result summary of Factor Analysis using Principal Component Method
shown in Table 4.27, it can be seen that factor 1 has an eigenvalue of 3.49. Since this
is greater than 1, it explains more variance than a single variance, in fact 3.49 times as
much. The percent a variance explained was 34.9%. With regard to factor 2, its
eigenvalues (1.07) was a little bit greater than 1, it explains more variance than a single
variance, in fact 1.07 times as much. The percent a variance explained was 10.7%. And
finally, the eigenvalue of factor 3 was 1.03, also greater than 1. Therefore, these three
factors are extracted for this research. The cumulative percentage of variance explained
by the three factors is 55.9%. In other words, 55.9% of the common variance shared by
the 10 variables can be accounted for by the factor1, factor 2 and factor 3, labeled as
entertainment, personal safety and landscape, respectively. Factor analysis suggested
two destination attributes (P2Infor and P2Sites) with low factor loadings (below .05)
should be dropped from further analyses (Lee, Lee and Lee, 2005).
With reference to factor loadings, also shown in Table 4.27 above, factor 1
(entertainment labeled as F1Entment) includes 5 items with factor loadings ranging from
.507 to .760. Factor 2 (personal safety labeled as F2Per-Safety) includes two items with
factor loadings ranging from .713 to .846. And factor 3 (landscape labeled as F3Lscape)
has only one item with factor loading of .844.
 93

4.3.5 Path Analysis

The dynamic nature of revisit intention was examined by integrating in a path-
analytic model. In order to perform this, each dependent (endogenous) variable was
regressed on all independent (exogenous) variables that directly impinge on it. Because
P2Infor and P2Sites with low factor loadings (below .05) were dropped from the stated
above Factor Analysis. Eight important attributes grouped into three factors namely
F1Entment, F2Per-Safety and F3Lscape are the primary causal (exogenous) variables.
Overall satisfaction (P2Satisfied) and destination image (P2Post-Image) are both
exogenous and endogenous variables that mediate the relationship between revisit
intention labeled as P2Revisit (ultimate endogenous variable) and exogenous variables
in the model. At the same time, P2Satisfied mediates the relationship between some
exogenous variables with (P2Post-Image). The path-analysis model is demonstrated in
Figure 4.2.

Entertainment
Satisfaction β4.1
(F1Entment) Overall Satisfaction
β6.1
β4.2 (P2Satisfied)
Personal Safety Revisit Intention
Satisfaction β5
(P2Revisit)
(F2PerSafety)
β4.3
Destination Image β6.2
(P2Post-Image)
Landscape
Satisfaction
(F3Lscape)
Figure 4.2 Path model of the determinants of revisit intention after actual visitation
 94

This model is specified by the following path equations:

Equation 1. P2Satisfied = β4.1F1Entment + β4.2F2PerSafety + β4.3F3Lscape + e1
Equation 2. P2Post-Image = β5P2Satisfied + e2
Equation 3. P2Revisit = β6.1P2Satisfied + β6.2P2Post-Image + e3
where the β's are the standardized regression coefficients and their subscripts are the
hypothesis numbers.

4.3.6 Testing of Hypothesis 4

Hypothesis 4: Tourists’ satisfaction with each of important attributes has
positive relationship with overall satisfaction with the trip
H04.1 Tourists’ satisfaction with entertainment has no positive correlation with
overall satisfaction with the trip
Ha4.1 Tourists’ satisfaction with entertainment has a positive correlation with
overall satisfaction with the trip
H04.2 Tourists’ satisfaction with personal safety has no positive correlation with
overall satisfaction with the trip
Ha4.2 Tourists’ satisfaction with personal safety has a positive correlation with
overall satisfaction with the trip
H04.3 Tourists’ satisfaction with landscape has no positive correlation with
overall satisfaction with the trip
Ha4.3 Tourists’ satisfaction with landscape has a positive correlation with overall
satisfaction with the trip
 95

In order to test this hypothesis, Multiple Regression Analysis was employed to

help determine whether entertainment (F1Entment), personal safety (F2PerSafety) and
landscape (F3Lscape) could be used to predict the overall satisfaction of international
tourists. Before performing the Multiple Regression Analysis, some assumptions were
checked. Firstly, the multiple regression requires that the interval level variables in the
analysis be normally distributed. It is shown in Table 4.28 that the Skewness and
Kurtosis of the four variables were within the acceptable range for normality (-1.0 to
+1.0). Secondly, the assumption of linearity was evaluated by visual inspection of the
scatterplot. Figure 4.3 is a residual scatterplot, predicting overall satisfaction from
entertainment, personal safety and landscape. In this case, the data is linear. Finally,
the assumption of homoscedasticity was also checked by looking at the same residual
scatterplot. Figure 4.3 shows data are fairly homoscedastic.
Table 4.28 Normality of of P2Satisfied with F1Entment, P2PerSaferty and F3Lscape
N Skewness Kurtosis
Statistic Statistic Std. Error Statistic Std. Error
P2Satisfied 399 -.260 .122 .377 .244
F1Entment 399 -.400 .122 .265 .244
F2PerSafety 399 -.589 .122 -.216 .244
F3Lscape 399 -.194 .122 .596 .244
 96

Scatterplot

Dependent Variable: P2Satisfied

4
Regression Standardized Residual

-2

-4

-3 -2 -1 0 1 2 3
Regression Standardized Predicted Value

Figure 4.3 Linearity and homoscedasticity of

P2Satisfied, F1Entment, F2PerSaferty and F3Lscape
In order to examine the causal relationship between overall satisfaction
(P2Sastifed) and the satisfaction with entertainment, personal safety and landscape, the
approach of Multiple Linear Regression was employed. Table 4.29 and 4.30 provide the
summary of the results of this technique. The R-Square reported in Table 4.29 shows
that about 50% of the variance in the dependent variable (P2Satisfied) can be predicted
from the three variables, F1Entment, F2PerSafety and F3Lscape. The findings show the
p-values of F1Entment (.000), F2PerSafety (.000) and F3Lscape (.000) were less than
the level of significance (.01). It is evident that these three independent variables
indicated a significant relationship with the dependent variable, P2Satisfied.
 97

Table 4.29 R Square of P2Satisfied with F1Entment, P2PerSaferty and F3Lscape

R Adjusted
Model R Std. Error of the Estimate
Square R Square
3 .706 .498 .495 .49823

Table 4.30 Multiple regression analysis of P2Satisfied with F1Entment, P2PerSaferty

and F3Lscape
Unstandardized Standardized
Model T Sig.
Coefficients Coefficients
B Std. Error Beta
3 (Constant) 3.965 .025 158.962 .000
F1Entment .368 .025 .525 14.731 .000**
F2PerSafety .308 .025 .439 12.328 .000**
F3Lscape .121 .025 .173 4.861 .000**
** p < .01, a) Dependent variable: P2Satisfied, df (3, 395), F = 130.871, sig. = .000 (α = 5%)
The regression equation using significant standardized coefficients was
expressed as:
P2Satisfied = .525(F1Entment) + .439(F2PerSaferty) + .173(F3Lscape)

4.3.7 Testing of Hypothesis 5

Hypothesis 5: International tourists’ overall satisfaction has a positive
relationship with post-visit image of destination.
H05 Tourists’ overall satisfaction has no positive correlation with destination
image
Ha5 Tourists’ overall satisfaction has a positive correlation with destination image
 98

In order to test this hypothesis, Simple Linear Regression Analysis was

employed to help determine whether the international tourists’ overall satisfaction could
be used to predict the post-visit image. Before performing the Simple Regression
Analysis, some assumptions were checked. Firstly, the simple regression requires that
the interval level variables in the analysis be normally distributed. It is shown in Table
4.31 that the Skewness and Kurtosis of two variables (P2Satisfied and P2Post-Image)
were within the acceptable range for normality (-1.0 to +1.0). Secondly, the assumption
of linearity was evaluated by visual inspection of the scatterplot of the two variables as
shown in Figure 4.4. In this case, the data is linear. Finally, the assumption of
homoscedasticity was also satisfied by looking at the same scatterplot. Figure 4.4
shows data are homoscedastic.
Table 4.31 Normality of P2Satisfied and P2Post-Image
N Skewness Kurtosis
Statistic Statistic Std. Error Statistic Std. Error
P2Satisfied 399 -.260 .122 .377 .244
P2Image 399 -.109 .122 -.127 .244
 99

Scatterplot

Dependent Variable: P2Image

4
Regression Standardized Residual

-2

-6 -4 -2 0 2 4
Regression Standardized Predicted Value

Figure 4.4 Linearity and homoscedasticity of P2Satisfied and P2Post-Image

Table 4.32 and 4.33 provide the summary of the regression model. R-square
indicated 44% of variance in the dependent variable (P2Post-Image) which can be
predicted from the independent variables (P2satisfied). The findings show that the p-
value of P2satisfied (.000) was less than the level of significance (.01). It is evident that
P2satisfied shown a significant relationship with P2Post-Image.
Table 4.32 R Square of P2Satisfied and P2Post-Image
R Adjusted
Model R Std. Error of the Estimate
Square R Square
1 .661(a) .436 .435 .74326
a Predictors: (Constant), P2Satisfied
 100

Table 4.33 Simple regression analysis of P2Satisfied and P2Post-Image

Unstandardized Standardized
Model Coefficients Coefficients T Sig.
B Std. Error Beta
1 (Constant) 1.390 .214 6.496 .000
P2Satisfied .932 .053 .661 17.531 .000**
**p < .01, Dependent Variable: P2Post-Image, df (1, 397), F = 307.335, sig. = .000 (α = 5%)

The regression equation using significant standardized coefficients was expressed as:
P2Post-Image = .661(P2Satisfied)

4.3.8 Testing of Hypothesis 6

Hypothesis 6: Tourist’s revisit intention has positive relationship with
overall satisfaction and post-visit image of destination.
H06.1 Tourists’ overall satisfaction has no positive correlation with revisit
intention
Ha6.1 Tourists’ overall satisfaction has a positive correlation with revisit intention
H06.2 Tourists’ Destination image has no positive correlation with revisit intention
Ha6.2 Tourists’ Destination image has a positive correlation with revisit intention
In order to test this hypothesis, Multiple Regression Analysis was employed to
help determine whether overall satisfaction and destination image could be used to
predict the revisit in the future of the international tourists. Before performing the
Multiple Regression Analysis, some assumptions were checked. Firstly, the multiple
regression requires that the interval level variables in the analysis be normally
 101

distributed. It is shown in Table 4.34 that the Skewness and Kurtosis of three variables
were within the acceptable range for normality (-1.0 to +1.0). Secondly, the assumption
of linearity was evaluated by visual inspection of the scatterplot. The Figure 4.5 is
residual scatterplot predicting P2Revisit from P2satisfied and P2Image. In this case, the
data is linear. Finally, the assumption of homoscedasticity was also checked by looking
at the same residual plots. Figure 4.5 shows data are homoscedastic.

Table 4.34 Normality of P2Revisit, P2satisfied and P2Image

N Skewness Kurtosis
Statistic Statistic Std. Error Statistic Std. Error
P2Satisfied 399 -.310 .122 .307 .244
P2Image 399 -.102 .122 -.110 .244
P2Revisit 399 -.672 .122 .470 .244

Scatterplot

Dependent Variable: P2Revisit

Regression Standardized Residual

-2

-4

-4 -3 -2 -1 0 1 2
Regression Standardized Predicted Value

Figure 4.5 Linearity and homoscedasticity of P2Revisit, P2satisfied and P2Image

 102

The results of the multiple regression analysis are demonstrated in Table 4.35
and 4.36. R-square indicated 33% of variance in the dependent variable (P2Revisit)
which can be predicted from the independent variables (P2satisfied and P2Post-Image).
The findings show the p-values of P2satisfied (.007) and P2Post-Image (.000) were less
than the level of significance (.01). It is evident that these two independent variables
indicated a significant relationship with the dependent variable, P2ReVisit.
Table 4.35 R Square of P2Revisit with P2Satisfied and P2Post-Image
Mode R Adjusted
R Std. Error of the Estimate
l Square R Square
2 .575(a) .331 .328 1.070
a Predictors: (Constant), P2Post-Image, P2Satisfied

Table 4.36 Multiple regression analysis of P2Revisit with P2Satisfied and P2Post-Image
Unstandardized Standardized
Model Coefficients Coefficients t Sig.
B Std. Error Beta
1 (Constant) .763 .327 2.398 .017
P2Satisfied .607 .073 .160 2.698 .004**
P2Post-Image .300 .103 .457 8.715 .000**
**p < 0.01, a) Dependent Variable: P2Revisit, df (2, 396), F = 98.001, sig. = 000 (α = 5%)
The regression equation using significant standardized coefficients was
expressed as:
P2Revisit = .160(P2Satisfied) + .457(P2Post-Image)
 103

4.3.9 The Result of Path Analysis

Figure 4.6 provides the path coefficients achieved from testing of hypotheses 4,
5 and 6.

Entertainment .525**
(14.7)
Satisfaction
(F1Entment) Overall Satisfaction .160**
(2.7)
.439**
(12.3) (P2Satisfied)
Personal Safety .661** Revisit Intention
Satisfaction (17.5)
(P2Revisit)
(F2PerSafety)
.173 Destination Image .457**
(8.7)
(4.8) (P2Post-Image)
Landscape
Satisfaction ** p < .01
(F3Lscape)

Figure 4.6 Path coefficients

The path coefficients are referred to as direct path coefficients. The indirect
effect of each variable is the sum of the products of direct path coefficients from an
exogenous variable through intervening variables to an endogenous variable. The
indirect effects are calculated by multiplying the path coefficients from an exogenous to
an endogenous variable through intervening ones (Baloglu and McCleary, 1999). Table
4.37 indicates decomposition of causal effects into direct, indirect, and total effects (sum
of direct and indirect effects).
 104

Table 4.37. Decomposition of causal effects into direct, indirect, and total effects
P2Satisfied P2Image P2Revisit
IE DE TE IE DE TE IE DE TE
F1Entment 5.25 0.53 0.35 0.35 0.24 0.24
F2Per-Safety 0.44 0.44 0.29 0.29 0.2 0.2
F3Lscape 0.17 0.17 0.11 0.11 0.08 0.08
P2Satisfied 0.66 0.66 0.3 0.16 0.46
P2Image 0.46 0.46
Note: IE: Indirect effect, DE: Direct effect, TE: Total effect

4.4 Importance-Performance Analysis (IPA)

Martilla and James (1977) discovered the IPA technique as a performance
indicator in the industry of automobile. IPA provided an attractive snapshot of how well
the company meets customers’ important concerns on selected attributes, as well as
offered guidelines for company’s future resources allocation decisions (Oh, 2001). In
this study, IPA was employed to investigate strengths and weaknesses of destination
attributes as a managerial tool for tourism planners and marketers in Da Nang city. The
basic idea of IPA approach is to display mean values of importance (important degree
of each attribute to destination selection) and performance (satisfaction with each
destination attribute) in the IPA grid which is divided into four quadrants, namely
“concentrate here”, “keep up the good work”, “low priority” and “possible overkill”, as
indicated in Figure 4.7.
 105

Importance

(II) (I)
Concentrate Here Keep Up The Good Work

(III) (IV)
Low Priority Possible Overkill

0 Performance

Figure 4.7 Importance – Performance Analysis grid

Quadrant (I): “Keep up with the good work” is evaluated high in satisfaction and
importance, indicating opportunities for gaining competitive advantages.
Quadrant (II): “Concentrate here” requires immediate attention because of low
satisfaction on highly important attributes.
Quadrant (III): “Low priority” consists of attributes both low in importance and
satisfaction. It is not necessary to put much effort here.
Quadrant (IV): “Possible overkill” is rated low in importance but high in
satisfaction, showing that resources allocated for these attributes would better employed
elsewhere.
 106

Table 4.38 shows the mean values of attributes’ importance degree to

destination and satisfaction with each of destination attributes. The origin is (3.73, 3.86).
Table 4.38. Mean importance and mean performance
Attribute Destination Mean Mean
No. Attributes Importancea Performanceb
1 Lscape 3.87 3.87
2 Cul-His 4.17 3.92
3 Service 3.46 3.61
4 Infor 3.27 3.72
5 People 3.95 4.01
6 Safe 3.96 4.02
7 Relax 3.53 3.80
8 Weather 3.48 3.58
9 Price 3.64 3.97
10 Sites 4.01 4.16
a. mean obtained from a five-point Likert scale of 1 = not important, 5 = very important
b. mean obtained from a five-point Likert scale of 1 = not satisfied, 5 = very satisfied

The mean scores for the IPA analysis indicated in Table 4.37 was plotted in the
IPA grid below. Results in Figure 4.8 show the IPA grid with attribute ratings of all
international tourists.
 107

Importance
(II) Concentrate Here (I) Keep Up The Good Work

10
56
9 2
3.86 1

4 7
3

(III) Low Priority (IV) Possible Overkill

0 3.73
Performance
Figure 4.8. Result of Importance-Performance Analysis

It can be seen from Figure 4.8 that among 10 destination attributes, 5 attributes
(Lscape, Cul-His, People, Safe, Sites) are located in the quadrant of “keep up the good
work”. Four attributes fall into “low priority”. They are Service, Infor, Relax and
Weather). And only Price is plotted in “concentrate here”.
 161

BIOGRAPHY

Mr. Tien Nguyen Cong was born on 27 January 1974 in Da Nang, Viet Nam.
He received a Bachelor Degree in International Business from the Da Nang
Economics University in 1996. After graduation, he had worked for two corporations,
private and state-run ones, before shifting to public sector.
He has been working for the Da Nang Foreign Affairs Department since 1997.
In the year of 2007, he obtained a scholarship from the Royal Government of
Thailand to study Master of Business Administration in International Business in
Bangkok. He completed this internationally recognized MBA degree in 2008.