Phát triển mô hình ý định quay trở lại du lịch: Vai trò trung gian của các rào cản. Nghiên cứu thực nghiệm tại Kon Tum Việt Nam
Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 2 năm 2020
REVISIT INTENTION MODEL DEVELOPMENT FOR TOURISM INDUSTRY: THE
MODERATING ROLE OF SWITCHING BARRIERS. AN EMPIRICAL TEST IN
KONTUM, VIETNAM
PHÁT TRIỂN MÔ HÌNH Ý ĐỊNH QUAY TRỞ LẠI DU LỊCH: VAI TRÒ TRUNG GIAN CỦA
CÁC RÀO CẢN. NGHIÊN CỨU THỰC NGHIỆM TẠI KON TUM VIỆT NAM
Nguyễn Thị Hoa, Nguyễn Thị Hằng
Department of Economics, University of Danang-Campus in Kontum,
Abstract
This study developed a revisit intention model using tourists who visit Kontum, Vietnam as a case study.
The relationships between the proposed factors and revisit intention were explored. The model was developed
with the comprised of five constructs, namely, experience quality, perceived value, satisfaction, switching
barriers, and revisit intention. The questionnaire survey was conducted with 400 international tourists in
Kontum. The results of Structural Equation Model (SEM) analysis revealed that perceived value has the
greatest positive effect on revisit intention, followed by satisfaction, and experience quality. In addition, the
importance of experience quality on revisit intention was recognized via the mediating effects of perceived value
and satisfaction. The significant moderating effects of switching barriers were also found. Tourists tend to have
higher revisit intention when they perceived higher switching barriers. In addition, the differences among
tourist demographics affect different level of revisit intention. Significant differences between the first time and
repeat tourists appear evident. Repeat tourists perceived higher switching barriers and have greater intention
to revisit than the first time tourists. Therefore, creating excellent experience quality with high-value perception
will positively affect satisfaction and revisit intention. While enhancing switching barriers can be an effective
strategy to maintain tourists to revisit a destination. In addition, destination loyalty programs with well-
identified segments should be planned to encourage positive revisit intention.
Revisit intention; experience quality; perceived value; satisfaction; switching barriers
Keywords:
Tóm tắt
Ý định quay trở lại của khách du lịch đóng vai trò quan trọng cho sự thành công của một điểm đến du
lịch, đây cũng là chỉ số để đo lường lòng trung thành của du khách. Mục đích của nghiên cứu này nhằm phát
triển mô hình ý định quay lại điểm đến du lịch của du khách. Mô hình nghiên cứu được xây dựng dựa vào 5
nhân tố: chất lượng trải nghiệm, giá trị cảm nhận, sự hài lòng, các rào cản chuyển đổi và ý định quay lại. Dữ
liệu được thu thập từ 400 du khách quốc tế tham quan Kon Tum thông qua phỏng vấn bằng bảng hỏi. Phân tích
thống kê mô tả và mô hình cấu trúc tuyến tính (SEM) được sử dụng trong nghiên cứu này. Kết quả nghiên cứu
cho thấy giá trị cảm nhận có ảnh hưởng lớn nhất đến dự định quay lại của du khách, tiếp đến là sự hài lòng, và
chất lượng trải nghiệm. Ngoài ra, nghiên cứu cũng chứng minh được vai trò trung gian của các rào cản chuyển
đổi đối với ý định quay lại điểm đến của du khách. Mặc dù, nhân tố chất lượng trải nghiệm không ảnh hưởng
trực tiếp lên dự định quay trở lại nhưng nó đóng vai trò quan trọng trong việc nâng cao sự hài lòng, giá trị cảm
nhận cho du khách.
Giá trị cảm nhận; sự hài lòng; dự định quay lại; chất lượng trải nghiệm
Từ khóa:
1. Introduction
Over the past six decades, tourism has experienced continued expansion and diversification
becoming one of the largest and fastest-growing economic sectors in the world (The World Tourism
Organization UNWTO, 2018). Tourism is recognized to have a positive effect on the increase of long-
run economic growth in many countries. It contributes to generate employment and income. Moreover,
it stimulates other economic industries by direct and indirect. Therefore, the tourism sector has
received strong support from the government and the private sector. It becomes a common
development focus for many countries.
462
Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 2 năm 2020
In the 1970s and 1980s, achieving a high level of satisfaction was the ultimate goal of
marketing strategies, but today behavioural intentions are considered a better predictor of performance
(Zabkar et al., 2010). In current highly competitive markets, building a strong relationship with
consumers by developing customer loyalty is a key subject. It has been accepted that retaining current
customer is more cost-effective than attracting the new ones (Fornell and Wernerfelt, 1987; Reichheld
and Sasser, 1990; Shoemaker and Lewis, 1999; Alegre and Huanda, 2006; Deng et al., 2010; Chi and
Qu, 2008; Liu et al., 2011; Kim et al., 2015).
In tourism, there has been an increasing number of studies on tourist destination loyalty. Revisit
intention has become an important issue to evaluate destination performances. Tourist’s positive
experiences of services, products, and other resources provided by tourism destination could produce
repeat visit as well as positive word-of-mouth (Yoon and Uysal, 2005). This will contribute the long-
run success to a destination. Therefore, understanding tourist revisit intention is critical in predicting
future behaviour and advantage for strategic tourism planning (Allameh, 2015).
Unlike other products and services, tourism has its own context and differences in term of
customer loyalty. Even though a tourist destination comprises several stakeholder groups on the supply
side, it is perceived by visitors as a single entity (Zabkar et al., 2010). Furthermore, even though there
has been an increasing number of tourists visit Vietnam, the number of studies on tourist revisit
intention is still limited. Therefore, this study would like to fill the gap by using Kontum, Vietnam as a
case study to better understand tourist revisit intention. Kontum is one of the major tourist destinations
in Vietnam. In addition, it is the quite large international tourist attractions in the northern end of the
Central Highlands of Vietnam however the number of repeat visit is relatively low (Tourism Authority
of Vietnam, 2019). It can serve as the principle information to develop appropriate tourism planning
and effective strategies implementation. This research will provide a conceptual foundation for future
destination loyalty in the tourism industry. Therefore, the overall objective of this study is to
understand tourist revisit intention in Kontum, Vietnam. The three specific objectives of this study are:
To develop a revisit intention model by examining the relationships among experience quality,
perceived value, satisfaction in revisit intention; to determine the effects of experience quality,
perceived value, satisfaction on revisit intention; to investigate the moderating effects of switching
barriers on revisit intention in Kon tum.
2. Literature Review and Hypotheses Development
2.1. Tourist Revisit Intention
The concept of revisit intention derives from behavioural intention. Oliver (1997) defines
behavioural intention as a stated likelihood to engage in a behaviour. In tourism, behavioural intention
referred to the intention to revisit and recommend the destination to other people (Chi and Qu, 2008).
Revisit intention defined as the intention of visitors to revisit within a year and their willingness to
travel often to the destination (Kaker &Crompton, 2000). It comprised of the intention to revisit and
the intention to recommend (Ghorbanzade et al., 2019). According to the viewpoint of the
consumption process, Chen and Tsai (2007) showed that there are three levels of tourist behaviour:
before the visiting, process of visiting, and after visitation. Tourist will have some behaviours such as
destination selection, assessments about this trip and intentions for future behaviour. The assessments
about the trip are experience of trip or value perception and overall tourist satisfaction, while the
intentions for future behaviour mentions to assessment of tourists about the similarity to return and
introduce or recommend to others. However, tourism is the commoditization of experience; its
products are mainly intangible; unlike other products and services, tourism sells excitement, unknown
experience, and the sense of discovery to travellers; these tourism features expire as soon the travellers
arrive at destinations; although destinations provide the visitors with good service and satisfaction, It is
not guaranteed that those travellers will return (Rittichainuwat, 2003).
463
Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 2 năm 2020
Several studies identified satisfaction with travel experience as the major antecedent of revisit
intention (Baker & Crompton, 2000; Chi & Qu, 2008; Jang & Feng, 2007; Chen and Chen, 2010; Wu
et al., 2014; Allame et al., 2015; Khuong, 2017), and positive satisfaction has a positive influence on
tourists’ repurchase intention because it has an effect on the expectations and intentions for the
customer’s next purchasing decision to revisit the destination (Wu et al., 2014). Bigne et al (2001) also
demonstrated that satisfaction has an impact on revisit intention. In contrast, Um et al (2006) found
that satisfaction was insignificant in affecting revisit intention to Hong Kong for European and North
American tourists. Beigne et al. (2009) argued that in competitive market even satisfied customer may
switch to rival because of the opportunities to achieve better results. In another view, Cronin et al.
(2000) state that perceived value may be a better predictor of repurchase intention than either
satisfaction or quality.
Chen and Chen (2010) showed a high degree of correlation between experience quality,
perceived value, satisfaction, and behavioural intentions in heritage tourism contexts. This study has
also shown that both perceived value and satisfaction have significant direct positive effects on
behavioural intentions. Although the effect of experience quality on behavioural intentions is
insignificant, the importance of experience quality on behavioural intentions is recognized via the
mediating effects of perceived value and satisfaction in heritage tourism contexts. Therefore,
enhancing a visitors’ experience quality of heritage as a management goal as well as ensuring
experience quality leading to perceived value and then satisfaction are important issues for managers
when designating their heritage sustainability strategies.
Allameh et al. (2015) also explored the complex relationship between destination image,
perceived value, service quality, and revisit intentions. Based on their model, this research approved
the relationships among destination image, perceived quality, perceived value, satisfaction level and
revisit intention of sport tourists in Mazandaran province. The results showed a distinct collection of
assessment processes, affective reactions and comparative responses. Destination image, perceived
quality and perceived value (services provided in the destination) are derived from the cognitive aspect
of the behaviour. The satisfaction level of tourists includes both cognitive and affective aspects while
revisit shows the conative aspect of tourists' behaviour. The findings showed the compatibility of
relationships in the theoretical cognitive-affective-conative framework which tourists' satisfaction level
to some extent (indirectly) influences their behavioural intention (revisit) through the quality effect.
These findings are in line with Cronin et al. (2000) findings and show that the measurement of tourists'
satisfaction level alone is not enough to predict their behavioural responses.
2.2. Antecedents of Revisit Intention
2.2.1. Experience Quality
The quality of customers’ experience has become a critical concept in consumer behavioural
research (Chen & Chen, 2010; Cole & Scott, 2004; Jin et al., 2015; Kao et al., 2008; Otto& Ritchie,
1996; Ghorbanzade et al., 2019). It is can be conceptualized as tourists’ affective responses to their
desired psychological advantages from a visiting experience (Chen & Chen, 2010). In the tourism
context, the quality of customer experience is preferable towards to the quality of service, since leisure
and tourism services are hedonic in their nature and generate consumer experiences (Chen &Chen,
2010; Otto & Ritchie, 1996). Otto and Richies’ (1996) study also indicated that there are differences
between service quality and experience quality. Experience quality is subjective in terms of
measurement while service quality is objective (Chen & Chen, 2010). The evaluation of evaluation
quality tends to be holistic/gestalt rather than attribute-based, and the focus of evaluation is on self
(internal) but not on service environment (external). In addition, the scope of experience is more
general than specific, the nature of benefit is experiential/hedonic/symbolic rather than
functional/utilitarian, and the psychological representation is affective instead of cognitive/attitudinal
(Chen & Chen 2010; Ghorbanzade et al., 2019).
464
Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 2 năm 2020
Otto and Ritchie (1996) developed an experience quality scale with four factors by using
consumer survey data obtained from three tourism service sectors including hotels, airlines, and tours
and attractions. The four factors are: Hedonics is associated with the affective responses such as
excitement enjoyment and memorability; Peace of mind is concerned about the need for both physical
and psychological safety and comfort; Involvement refers to the desire to have choice and control in
the service offering, and the demand to be educated, informed and imbued with a sense of mutual
cooperation; Finally, recognition is liked to feeling of important and confident while consumers
themselves are being taken seriously. Similarly, Chen and Chen (2010) delineate three factors of
experience quality on their study of heritage tourists, including involvement, peace of mind, and
educational experience.
According to Chen and Chen (2010), Chen and Tsai (2007), Ghorbanzade et al. (2019), their
studies found that the positive effect of experience quality on perceived value, and both experience
quality and perceived value are supported as direct determinants of satisfaction. Moreover, experience
quality is the strongest indicator of destination image as well as the most influential antecedent of
behavioural intention (Ghobanzade et al., 2019). Therefore, based on previous evidence of the direct
relationships between experience quality on perceived value and experience quality on revisit
intention, this study proposed hypotheses as followed:
H1. Experience quality positively affects satisfaction.
H2. Experience quality positively affects perceived value.
H3. Experience quality positively affects revisit intention.
2.2.2. Perceived Value
Perceived value was defined as consumer’s overall assessment of the utility of a product or
service based on perceptions of what is received and what is given (Zeithaml, 1988). In another
definition, Lovelook (2000) defined it’s as the trade-off between perceived benefit and perceived costs.
And finally, Chen and Chen (2010) declared that perceived value is a comprehensive assessment of
tangible and intangible benefits and costs.
Customer perceived value has recently gained a large amount of attention from marketers and
researchers because of the important role that it plays in predicting purchasing behaviour and
achieving sustainable competitive advantage (Chen et al., 2016, Ghorbanzade et al., 2019). Chen and
Chen (2010) showed that perceived value is an important antecedent to satisfaction and behavioural
intentions. It also has a significant effect as well as an indirect effect mediated by satisfaction on
behavioural intention. Moreover, Noypayak (2009) investigated the value dimensions of Thailand as
perceived by U.K tourists. The study confirmed that tourists perceived value is a multidimensional
construct that positively affects both tourist overall satisfaction and behavioural intention. In addition,
it is found that UK tourists considered their trip in terms of value for money. Furthermore, the
monetary value is found to be the most important value for visiting tourists and the government is
considered to be a price-competitive destination.
Service quality is significantly related to customer satisfaction. The high quality of service would
result in tourist satisfaction, create a positive word-of-mouth, and lead to repeat visits (Ahmad and
Mohammad, 2011). In addition, perceived value is the strongest indicator of satisfaction as well as the
most influential antecedent of revisit intention (Um et al., 2006). It also has a significant effect as well as
an indirect effect mediated by satisfaction on behavioural intention (Chen and Chen, 2010; Lai and Chen,
2011). Tourist perceived value is a multidimensional construct that positively affects both tourist overall
satisfaction and behavioural intention (Noypayak, 2009). Therefore, it was postulated that:
H4: Perceived value positively affects tourist satisfaction.
H5: Perceived value positively affects revisit intention
465
Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 2 năm 2020
2.2.3. Tourist Satisfaction
Consumer satisfaction issue becomes the key factor of business strategies. It is very important
and frequently used in marketing evaluation to measure of how products and services supplied by a
company meet or surpass customer expectation. It also very beneficial to producers to determine
customer perception, attitude and satisfaction level toward company products or services (Chen &
Chen, 2010; Ali et al., 2018; Jin et al., 2015; Ghorbanzade et al., 2019). Satisfaction refers to the
perceived discrepancy between prior expectation and perceived performance after consumption. When
performance differs from expectation, dissatisfaction occurs (Oliver, 1980).
Satisfaction is also one of the important factors in tourism researches. In the tourism context,
tourist satisfaction is a tourist’s post-purchase assessment of destination (Khuong, 2017). Satisfaction
is primarily referred to as a function of pre-travel expectations and post-travel experiences. When
experiences compared to expectations result in feelings of gratification. However, when resulting in a
feeling of displeasure, the tourist is dissatisfaction (Chen &Chen, 2010).
The relationship between satisfaction and repeat purchase have been explored in many studies, it
was commonly found that positive satisfaction has a positive influence on their repurchase intentions
(Oliver, 1981; Chen & Chen, 2010; Jin et al., 2015; Ghorbanzade et al., 2019). Satisfaction brings
positive behaviours and tourist satisfaction result in feelings of gratification (Oliver, 1981). It has the
biggest influence on repeat visit (Martinez et al., 2010). Tourist satisfaction is a strong indicator of
revisit intention. Satisfied tourists are more likely to return to the same destinations, and are more
willing to share their positive travelling experience with their friends and relatives (Yoon Uysal, 2005)
Furthermore, the higher the satisfaction is, the better the revisiting willingness will be (Lee et al.,
2010). Therefore, the following hypothesis was drawn in this study:
H6: Satisfaction positively affects on revisit intention
2.2.4. Switching Barriers
Oliver (1997) described behavioural intention as stated likelihood to engage in a behaviour. In
particular, the term “behavioural intention” includes both switching and rebuy intention. While
customer loyalty, retention, and repurchase intentions indicate favourable outcomes for the provider;
service switching and switching intention imply unfavourable outcomes. In other words, whereas
intention to switching refers to negative consequences, intention to repurchase indicates positive
consequences (Han et al., 2009; Han et al., 2011). According to Ranaweera and Prabhu (2003),
switching barriers refer to the consumer’s assessment of the resources and opportunities needed to
perform the switching act, or alternatively, the constraints that prevent the switching act. Jones et al.
(2000) define a switching barrier as any factor which makes it difficult or costly for customers to
change service providers. Even when the individual customer is not fully satisfied with the service
current provider, he or she may still remain with the current provider because of the barriers to
switching. It involves switching costs, relational investment, and unattractive alternatives (Fornell et
al., 1992, Han et al., 2009; Han et al., 2011).
In recent years, many studies have examined the role of switching barriers in determining
behavioural intentions as moderators (Lee et al., 2001; Fornell et al., 1992; Han et al., 2009; Liu et al.,
2011; Han et al., 2011). Lee et al. (2001) found that high switching barriers significantly affected the
relationship between customer satisfaction and customer retention. Their study suggested that
dissatisfied customers who perceived high- switching barriers will not switch due to the perceptions
that switching costs outweigh switching benefits. Ranaweera and Prabhu (2003) findings indicated that
for a given level of customer satisfaction, the higher the level of perceived switching barriers, the
higher the customer retention. In addition, Han et al. (2009) also examined the role of emotions and
switching barriers on customers revisit intention. The study conducted from United States restaurant
customer. The finding confirmed that the significance of switching barriers in forming revisit
intention. It also indicated that both positive and negative components of switching barriers have a
466
Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 2 năm 2020
significant moderating role in the between customers’ satisfaction and revisit intention. Therefore,
building up various switching barriers may help to retain existing customers who had even
unfavourable experiences, so the service providers may have another chance to provide the favourable
emotional and satisfactory experience. Furthermore, Han et al (2011) developed the model the
switching intention model from the guest of upper-midscale hotels in U.S city. The results revealed
that components of switching barriers moderated the relationships between satisfaction and switching
intention. In particular, the role of satisfaction derived from the perception of service performances in
decreasing hotel guests’ intention to switch is greater when perceive high switching costs, relational
investment, and lack of alternatives’ attractiveness. Therefore, to examine the moderating effects of
switching barriers, this study proposed the following hypotheses:
H7a: Switching barriers have a moderating role between experience quality and revisit intention.
H7b: Switching barriers have a moderating role between satisfaction and revisit intention.
H7c: Switching barriers have a moderating role between perceived value and revisit intention.
2.3.
Conceptual Model Development
The hypothesized conceptual model was developed in this study to investigate the impact of
experience quality, perceived value, satisfaction, switching barriers toward tourist revisit intention
(Figure 1). Table 1 summarized nine hypotheses of this study.
Table 1. Hypotheses Proposed in this Study
No
Hypotheses
H1
H2
H3
H4
H5
H6
H7a
Experience quality positively affects satisfaction.
Experience quality positively affects perceived value.
Experience quality positively affects revisit intention
Perceived value positively affects satisfaction
Perceived value positively affects revisit intention
Satisfaction positively affects revisit intention
Switching barriers have a moderating role between experience quality and revisit intention
Switching barriers have a moderating role between satisfaction and revisit intention
Switching barriers have a moderating role between perceived value and revisit intention
H7b
H7c
467
Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 2 năm 2020
3. Research Methodology
3.1. Questionnaire Design
A self-administered questionnaire was used to gather empirical data from international tourists’
Kontum province. The questions in the questionnaire were based on the literature review and adjusted
for the specific research goal of this study. The questionnaire was pretested through a pilot study with
30 international tourists who visited Kontum in December 2018 for testing the validity and reliability.
After the contents and items of the questionnaire were revised, the second pilot test of 30 samples was
performed to reevaluate the reliability. The final questionnaire was discussed follows:
The questionnaires were written in English and consisted of six sections. The first section
collects the respondent’s demographic data with 13 items such as gender, age, marital status,
occupation, education, personal income, household size, country of residence, and past visitation
experience.
The second section deals with the measurement of experience quality with 4 items extracted
from previous studies (Otto & Ritchie, 1996; Chen & Chen, 2010). The third section deals with the
measurement of perceived value with 16 items covering Interpersonal Value (IV), Functional Value
(FV), Monetary Value (MV), and Emotional Value (EM). The questions of this section were modified
from previous studies (Han et al., 2011; Um et al., 2006). The four sections deals with overall tourist
satisfaction with 3 items adapted from Han et al. (2011). The five-section deals with the measurement
of switching barriers measurement with 3 items, followed by Han et al. (2011). Finally, the sixth
section comprised three items to examine tourists’ revisit intention extracted from previous studies
(Um et al (2006). A section from respondent information measured by a categorical scale, all items of
the second six-section measured by a 5-point Likert-type scale, ranging from “Strongly Disagree (=1)
to Strongly Agree (=5).
3.2. Sampling Method
The study was conducted in Kontum, one of the most famous tourist destinations in the Central
Highland region of Vietnam, for the time period of December 8 -31, 2018. The individual international
tourists the age of 18 years old who were visiting the attractions within Kontum province area
considered to be the target population.
The sample size can be calculated using the following formula (Yamane, 1973):
Where:
n = Sample size
N = Population size
e = Error of the sampling
Confidence level of 95% and 5% sampling error was considered.
According to the Vietnam National Administration of Tourism (2018), there were 450,000
international tourists visited Kontum in 2018. Therefore, the sample sized for this study is 390.
Applying the convenience sampling method, a total number of 420 questionnaires were given out
international tourists visiting the local attractions in Kontum. A total of 400 valid questionnaires were
received, resulting in a response rate of 92.8%.
3.3. Data Analysis
The collected data were analyzed using SPSS 19.0 and AMOS 18.0 software. First, Cronbach
alpha was used to test the reliability of the items. The result of the Cronbach alpha level beyond 0.70
indicates good reliability and internal consistency of the questionnaire. Then, Exploratory Factor
Analyses (EFA) using the principal component method with Varimax rotation was conducted on
468
Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 2 năm 2020
perceived value to examine their dimensionalities and psychometric properties. In addition,
Confirmatory Factor Analysis (CFA) was further conducted to test the convergent and discriminant
validity. After that, the measurement model fit was assessed to test the overall fit with the data and
ensure the validity and reliability of the model. Finally, the Structural Equation Model (SEM) was
used to examine the relationships among study constructs. SEM is a statistical technique for testing
and estimation causal relations using a combination of statistical data and qualitative causal
assumptions. The structural model goodness of fit was assessed before testing hypotheses and the
moderating effects of switching barriers.
4. Results and Discussion
4.1. Respondent Demographics
There were 219 male (54.75%) and 181 female (45.25%). Tourists’ age group of 26-35
accounted for the most (37.8%), followed by the age group of 18-25 (32.5 %), 36-45 (20.75%), and
more than 46 (9.75%). These results showed that majority of international tourists visited in Kontum
are youngsters under 35 years old. In addition, there were single 62.25 % and 51.75% graduated from
university/college. The major occupations were self-employed (22.4%), students (17.1%), and
industry/business (15.7%). In terms of the household size, 58.4% had 1-2 people in the family and
75% had annual personal income between less than US$ 10,000 -35,000. This study contained tourists
from 25 countries and the most of tourists came from Asian (51.25%), mainly Chinese, Korean,
Japanese and some nearby areas such as Thailand, Singapore. However, its can be seen that the
number of tourist visited Kontum in the first time is more outnumbered than the number of re –visitors
(68.5%). And they came with the purpose of leisure accounted for the largest percentage with
(60.75%), which made up than a half of the whole sample. In summary, the respondent profile
indicates that the sample size chosen for the study possesses both uniform and diverse characteristics,
making it adequately representative of the total international tourists’ population in Vietnam.
4.2. Factor Analysis of Perceived Value
Exploratory Factor Analysis (EFA) using Principal Component with Varimax rotation was
conducted on 21-item scale of Perceived value to reduce a large variable set into a smaller set of
underlying factors, which become as good inputs to conduct Confirmatory Factor Analysis (CFA). The
result showed that there was one item, FV19 (shopping), that had the factor loading smaller than 0.5
and it was therefore removed as suggested by Lai et al. (2009). Then, the remaining 20 items were
used to perform the second EFA. The Bartlett’s Test of Sphericity showed that a non-zero correlation
existed with a value of 3142.163 at 0.001 significance level. The Kaiser-Meyer-Olkin (KMO) Measure
of Sampling Adequacy of 0.886 exceeded the necessary threshold of sampling adequacy with the
minimum of 0.5. These results indicated that the set of perceived variables met the necessary threshold
of sampling adequacy and it was appropriate to apply exploratory factor analysis (Lai et al., 2009).
The results of the final EFA of perceived value are represented Table 3. 20 attributes of
perceived value were extracted into four factors. All Eigenvalues values are larger than 1, and the
percentage of cumulative variance is 69.415 %, meaning that these four factors can explain 69.415 %,
of the variance of observed variables. The extracted factors were named as “Emotional value- PV1”,
“Interpersonal Value –PV2”, “Functional Value –PV3”, and “Monetary Value – PV4”. In addition, a
reliability test for each factor of perceived value was obtained using the calculation of Cronbach alpha
coefficient. The Cronbach alpha coefficient of four factors ranged from 0.763 to 0.871 and the
cumulative variance explained 69.415 %. Therefore, all factors of perceived value were reliable and
have satisfactory internal consistency.
469
Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 2 năm 2020
Table 3. Exploratory Factor Analysis Results of Perceived Value
Factor
Variance
explained (%)
Factor/item
Eigenvalue
loading
Factor 1: Emotional Value (Cronbachα = 0.871)
FV1: That is was a memorable vacation
FV2: A feeling of personal security
7.915
39.723
0.837
0.815
0.802
0.779
0.725
0.701
FV3: Like I was having fun
FV4: I had pleasurable experience
FV5: As though I was in a different world
FV6: I was totally relaxed
Factor 2: Interpersonal Value (Cronbach α = 0.847)
FV15: Kontum people are friendly and hospitable
FV16: Kontum people show sincere willingness to help tourists
1.875
12.826
0.873
0.812
FV17: You have a feeling of being liked and treated with respect by 0.783
local people
FV20: Local employees give real and friendly smile
FV21: Local employees show genuine care for customers
Factor 3: Functional Value (α = 0.825)
FV8: Standards of hygiene and cleanliness
FV11: Personal safety
0.718
0.681
1.590
8.948
0.828
0.813
0.762
0.741
0.725
0.701
FV9: Accommodations
FV12: Kontum cuisine
FV10: Cultural/historical attractions
FV7: Scenery/natural attractions
Factor 4: Monetary Value (α = 0.763)
FV14: My vacation in Kontum was worth the money, time and effort.
FV13: My vacation in Kontum was good value for money
1.270
7.918
0.865
0.771
FV18: I value my vacation in Kontum because I met my needs and 0.670
expectations for a reasonable price.
Total variance explained = 69.415 %
1Ka1Kaiser-Meyer-Olkin (KMO) Measure of Sampling Adequacy = 0.886.
2Bartlett Test of Sphericity = 3142.163
470
Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 2 năm 2020
4.3. Measurement Model
The measurement model fit was assessed by a Confirmatory Factor Analysis (CFA). Convergent
validity, discriminant validity, and overall fit with the data were tested to ensure the validity and
reliability of the model (Han et al., 2009). Convergent validity of CFA results should be supported by
item reliability, construct reliability (CR), and average variance extracted (AVE). Hair et al (1998)
proposed that Construct Reliability (CR) estimates being greater than 0.7. The CR values of all
constructs exceeded the recommended level and were calculated based on the formula given by Fornell
and Larcker (1981). The Average Variance Extracted (AVE), which should be above 0.05, measures
the amount of variance explained by the construct.
As shown in Table 4, t-value for all the standardized factor loadings of items are found to be
significant (p<0.01). In addition, construct reliability estimates ranging from 0.69 to 0.87, which is
exceed the critical value of 0.7, indicating a satisfactory estimation. The average extracted variances
(AVE) of all constructs range between 0.549 and 0.689 which are above the suggested value of 0.5.
These indicate that the measurement model has good convergent validity. Additionally, the results in
this study showed all variance extracted estimates were greater than the corresponding inter construct
squared correlation estimates. This means that the indicators had more in common with the construct
they are associated with than they do with other constructs. Therefore, the hypothesized measurement
model is reliable and meaningful to test the structural relationships among the constructs.
Table 4. Convergent Validity
Construct1 Indicator
Cronbach α Standardized Factor loading
t-value
CR2
AVE3
EQ1
0.75
(0.000)**4
8.702**5
12.724**
10.386**
(0.000)**
10.885**
10.741**
(0.000)**
11.984**
12.263**
12.125**
(0.000)**
14.457**
15.230**
(0.000)**
EQ2
0.69
EQ
0.758
0.855 0.597
EQ3
0.87
EQ4
SB1
0.77
0.75
SB
PV
SB2
SB3
PV1
PV2
PV3
PV4
SF1
SF2
SF3
RI1
0.823
0.741
0.78
0.69
0.70
0.76
0.84
0.80
0.82
0.84
0.83
0.86
0.78
0.83
0.784
0.549
0.858 0.603
0.869 0.689
SF
RI
0.771
0.840
RI2
10.861** 0.864
12.394**
0.679
RI3
1EQ = Experience Quality, PV = Perceived Value, SF = Satisfaction, RI = Revisit Intention., SB = Switch
2CR = Composite Reliability
3AVE = Average Variance Extracted =
each measured variable
;
= Standardized factor loading; = measurement error of
ꢇ
∑
ꢀ
ꢃ
ꢁꢂ
ꢆ
∑
ꢀ ꢃ
∑
ꢅ
ꢀ ꢃ
ꢂ
ꢁ
ꢄ
4Values were not calculated because loading was set to 1.0 to fix construct variance
5Significant at the 0.001 significant levels
4.4. Testing of the Structural Equation Model (SEM)
A structural Equation Model (SEM) was conducted by AMOS 18.0 using maximum likelihood
471
Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 2 năm 2020
parameter estimates to test the hypothesized conceptual model of this study (Figure 2). There were 17
measurement variables from five constructs of the interest; experience quality, perceived value, tourist
satisfaction, switching barriers, and revisit intention. The results of the structural equation model
(SEM) were shown in Table 5 The overall model achieved significant and showed satisfactory in
.
terms of its goodness-of-fit indices as all suggested values were met: χ2/d.f. = 1.85, GFI = 0.94, AGFI
= 0.92, NFI = 0.95, CFI = 0.96, TLI = 0.96, RMSEA = 0.04, and RMR = 0.01. Comparing to the
corresponding critical values shown in Table 5, it suggests the hypothesized model fits the empirical
data well.
Table 5. Goodness of fit
Criteria
Results of this study
χ2/d.f.1
Fit indices2
GFI
< 3.00
1.85
> 0.90
> 0.90
> 0.90
> 0.90
0.94
0.92
0.95
0.96
AGFI
NFI
TLI
Alternative indices
CFI
> 0.90
< 0.08
< 0.05
0.96
0.04
0.01
RMSEA
RMR
1χ2/d.f. = The ratio of the chi-square value to degree of freedom.
2GFI = goodness-of-fit index, AGFI = adjusted goodness-of-fit index, NFI = normalized fit index, TLI = Tucker-
Lewis index, CFI = comparative fit index, RMSEA = root mean square error of approximation, and RMR =
root mean square residual
Figure 2. The Results of Structural Model
(1) Numbers not in parentheses are standardized path coefficients.
Notes:
(2) Numbers in parentheses are t-values.
(4) **p ≤ 0.001.
(3) Solid arrows indicate direct effects. (5) Dotted arrows indicate moderating effects.
472
Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 2 năm 2020
4.5. Testing of the Hypotheses
Given the revisit intention fit of the model, the estimated path coefficients of the structural
model were then examined to evaluate the hypotheses. Table 6 summarizes the results of testing the
nine hypotheses. Hypothesis 1-6 examined the relationships among constructs, while hypothesis 7
(H7a, H7b, H7c) examined the moderating effects of switching barriers.
Hypotheses 1-3 examined the effects of experience quality on other constructs. The effects of
service quality on satisfaction (β1= 0.51, t-value = 5.31), supported H1. Furthermore, experience
quality also had a significant positive effect on perceived value (β2 = 0.54, t-value = 5.93), indicating
that H2 is supported. However, the relationships between experience quality and revisit intention are
not found to be significant (β3= -0.17, t-value = -2.36), so H3 is not supported. This finding is
consistent with the study of Chen and Chen (2010) that experience quality has positive effects on
perceived value. They indicated that both experience quality and perceived value are supported as a
direct determinant of satisfaction. Moreover, both perceived value and satisfaction have significant
effect on behavioural intention, while the effect of experience quality on behavioural intention is
insignificant. Therefore, the importance of experience quality on behavioural intention is recognized
via the mediating effects of perceived value and satisfaction in heritage tourism context (Chen and
Chen, 2010).
Hypotheses H4 and H5 examined the effect of perceived value on satisfaction and revisit
intention. The effect of perceived value on satisfaction (β4 = 0.42, t-value = 4.78) is significantly
positive, indicating that H4 is supported. In addition, the relationship between perceived value and
revisit intention is also found to be significant (β5 = 0.59, t-value = 6.38), therefore H5 is supported.
These findings were consistent with previous studies (Chen, 2008; Noypayak, 2009; Chen and Chen,
2010; Han et al., 2011; Lai and Chen, 2011) that perceived value is found to have a significant effect
on satisfaction and it reveals significantly positive effect on behavioural intention. In addition, high
level of perceived value can increase customers’ positive emotional experience, generate a high level
of commitment, and intention to revisit, thereby contributing to enhancing customer’s visit frequency
(Han et al., 2011). Therefore, perceived value should be addressed to enhance satisfaction which
further advantage for customer loyalty (Lai and Chen, 2011).
Finally, satisfaction was found to have a significantly positive effect on revisit intention (β6 =
0.67, t-value = 10.24), thus H6 is supported. This result is confirmed by the previous studies (Chen &
Chen, 2010; Han et al., 2011; Khuong, 2017; Ghorbazed et al., 2019) that tourists’ satisfaction has a
positive effect on tourist’s revisit intention; when tourists have high levels of satisfaction, they are
likely to spread positive word of mouth to other people, recommend their destination to others and to
revisit with their current destination. Therefore, to effectively attract and retain international tourists,
university should strive to attain high levels of student satisfaction (Han et al., 2011).
Table 6. Hypothesis Results of the Structural Model
Path1
Standardized path coefficients (β) t-value Test Result
‰
H1: EQ SF
0.51
0.54
-0.17
0.42
0.59
0.67
5.31**
5.93**
-2.36
Supported
Supported
Not supported
Supported
Supported
Supported
‰
H2: EQ PV
‰
H3: EQ RI
‰
H4: PV SF
4.78**
6.38**
10.24**
‰
H5: PV RI
‰
H6: SF RI
473
Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 2 năm 2020
have a moderating role between
relationship
-0.23
-0.14
-0.06
-4.08*
Supported
Supported
H7a: SB
EQ-RI
have moderating role between
H7b: SB
relationship
RI
-3.17**
-0.71
SF-
have a moderating role between
H7c: SB
relationship
PV-RI
Not supported
4.6. Testing Moderating Effects of Switching Barriers
This study examined the moderating effects of switching barriers between 3 constructs and
revisit intentions relationships (H7a, H7b, and H7c). Switching barriers consisted of three indicators;
non-monetary switching cost, monetary switching cost, and relational investment.
First, the significant negative moderating effects of switching barriers was found on experience
quality-revisit intention relationship (β = -0.23, tvalue= -4.08), thus H7a is supported. Switching
barriers reduced the relationship between experience quality and revisit intention. It can be implied that
tourists would have higher revisit intention when they perceived higher switching barriers probably
without concerning experience quality.
Second, the result showed that switching barriers had significant negative moderating effect
between satisfaction and revisit intention (β7b = -0.14, t-value = -3.17 H is supported. It indicated that
the higher switching barriers could decrease satisfaction-revisit intention relationship. In other words,
no matter how tourists were satisfied or dissatisfied with the trip in Kontum, they might have higher
revisit intention after they perceived higher switching barriers. Therefore, switching barriers play an
important role to maintain tourists to revisit a destination even though they are not fully satisfied. The
finding is consistent with Han et al. (2011) that switching barriers can be utilized to diminish guests’
switching action even when satisfaction levels are low due to poor service offerings/performances.
However, switching barriers had insignificant moderating effect between perceived value and
revisit intention (β = -0.06, t-value = -0.71), suggesting that H7c is not supported. It indicated that
switching barriers did not have a significant impact on this relationship.
These results indicated that switching barriers have negative effects on the relationship between
satisfaction-revisit intention and experience quality-revisit intention. The results showed that although
tourists perceived high value and satisfied with the trip, they still perceived a low level of switching
barriers which could reduce the intention to revisit. Therefore, there should be the development of
switching barriers issue in Kontum to prevent tourists from switch to another destination.
This study reveals the importance of switching barriers in the tourism industry. The switching
cost in term of monetary and non-monetary cost and relational investment can influence tourist revisit
intention. In other words, tourists in Kontum who perceive high switching barriers tend to have a
higher intention to revisit although they are not fully satisfied or have superb experience quality.
Therefore, further study on switching barriers in the tourism context can be one of the crucial
alternative strategies to maintain tourist revisit intention.
4.7. Direct, Indirect, and Total Effects of Relationships
After testing the relationships of the structural model, the results of each relationship in term of
direct, indirect, and total effects were also reported by the AMOS program. Table 7 presents the
measured effects of all relationships in this study. The total effect is estimated as the sum of direct and
indirect effects (Lai and Chen, 2011).
In terms of total effects, perceived value appeared to have the greatest effect on revisit intention
(0.75), followed by satisfaction (0.67), and experience quality (0.61) respectively. This evidence
supported by Chen (2008) and Allameh (2015) that perceived value reveals a larger effect than overall
474
Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 2 năm 2020
satisfaction on behavioural intention. In other words, the most important factor for behavioural
intention is perceived value. In addition, the total effect to experience quality on satisfaction (0.61) was
greater than the total effect of perceived value on satisfaction (0.42).
With respect to direct effect, satisfaction also had the largest effect on revisit intention (0.67)
and followed by perceived value (0.59), while there was the insignificant direct effect of experience
quality on revisit intention (-0.17). This result is consistent with the argument of previous studies (Lai
and Chen, 2011; Ghorbanzade et al., 2019) that the most important factor for revisit intention or
tourists’ loyalty is tourists’ satisfaction.
Although experience quality showed the insignificant direct effect on revisit intention, however,
it had a strong indirect effect on revisit intention (0.41) mediated by perceived value and/ or
satisfaction. These results indicated that perceived value and satisfaction play important roles in tourist
revisit intention. According to Chen and Chen (2010) and Ghorbanzade et al. (2019), the importance
of experience quality on behavioural intention is recognized via the mediating effects of perceived
value and satisfaction.
Table 7. Direct, Indirect, and Total Effects of Relationships
Path1
Direct effect
0.51**2
Indirect effect
Total effect
0.61
H1: EQ ‰ SF
H2: EQ ‰PV
0.10**
-
0.54**
0.54
H3: EQ ‰ RI
H4: PV ‰ SF
H5: PV ‰ RI
H6: SF ‰ RI
-0.17
0.41**
-
0.24
0.42
0.75
0.67
0.42**
0.59**
0.67**
0.16**
-
5. Conclusions and Recommendations
5.1. Conclusions
Tourism is one of the world’s major international traded services. It is also one of the largest and
fastest-growing economic sectors that has been received strong supports from both government and
private sectors. Applying customer loyalty concept, destination loyalty has been viewed as the crucial
task in the highly competitive tourism industry due to its long term benefits. Tourist revisit intention
has become one of the most important marketing issues in destination loyalty. It is considered as the
intention to revisit and recommend the destination to other people. Tourist positive revisit intention is a
positive indicator of destination’s long term success.
This study developed a revisit intention model of tourist by using international tourists visited in
Kontum’s destination as the case. The relationships between the proposed factors and revisit intention
were investigated. Based upon a literature review, a hypothesized conceptual model was developed
which comprises of five constructs, experience quality, perceived value, satisfaction, switching
barriers, and revisit intention. The questionnaire survey was conducted with 400 international tourists
in December 2018 which is the peak of travel season in Kontum. The analyses of descriptive statistics
and the Structural Equation Model (SEM) were carried out in this study.
This study aimed to examine the relationships among experience quality, perceived value,
satisfaction, switching barriers, and revisit intention. Perceived value has the greatest positive effect on
revisit intention, followed by satisfaction, and experience quality. In addition, experience quality plays
an important role in enhancing tourist perceived value and satisfaction. When tourists perceive their
trip as high experience quality with superior value, they will be satisfied with the trip, and in turn,
influence them to return in the future.
475
Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 2 năm 2020
5.2. Recommendations
This study suggests that destination should provide tourist experience quality in term of
Functional Value/educational experiences such as the opportunity to learn local culture and being able
to participate in a variety of activities. Offering high trip value and variety of travel experiences can
enhance tourist satisfaction. It will beneficial to encourage tourists to return to a destination.
In order to motivate tourist to revisit a destination, there is a need to increase tourist perceived
value by developing local hospitality, products and services, as well as tourist activities. There should
be academic and professional trainings for local tourism sectors and communities to develop
hospitality and service standards. Moreover, it is the crucial task for a destination to create various
marketing promotional strategies to offer higher trip value to the tourists.
In addition, better understanding of switching barriers will advantage for planning revisit
strategies. To prevent tourists switch to other attractions, destination should provide better travel
environment by improving tourist facilities such as establishing convenient public transportation,
trustable reservation system, and English availability. Furthermore, marketers should be able to retain
the existed tourists by offering special promotions and discounts for repeat visitors or create excellent
marketing campaigns to motivate tourists to return.
Furthermore, there is a need to create different revisit strategies among different demographics.
Destination loyalty programs with well-identified segments should be well planned to encourage
positive revisit intention. In addition, there should be different revisit strategies between the first-time
visitor and repeat visitors. Offering a variety of travel experiences should be considered as the major
strategy for first-time tourists. In the other hand relaxing and cultural activities, as well as promotional
programs, should be adopted for repeat tourists to enhance their revisit intention.
Finally, this present study contributes to the further understanding of tourist revisit intention. It
serves as the principal background which beneficial to create an effective tourism marketing plan and
strategies for the development of destination loyalty program. However, there were several limitations
in this study. First, the proposed model in this study was tested using data collected from international
tourists without segment classification. Second, the survey was conducted in the peak of travel season
which the travel environment may affect travel conditions. Third, the switching barriers in this study
were measured by the overall concept. Future research may investigate the specific tourist segment,
different travel seasons, or examine the effects of switching barriers in detail to develop further
understanding of tourist revisit intention.
REFERENCES
1. Allameh S.M., Jaberi. A., Pool, K. J., and Salahzadeh, R. (2015). Factors Influencing Sport Tourists’
revisit intentions: The role and Effect of Destination Image, Perceived Value, Perceived Value and
Satisfaction. Asia Pacific Journal of Marketing and Logistics 27 (2), 191-207.
2. Ali, F., Kim, W. G., Li, J., and Jeon, H. M. (2018). Make it Delightful: Customers’ Experience,
Satisfaction and Loyalty in Malaysian Theme Parks. Journal of Destination Marketing & Management, 7,
1-11.
3. Baker, D. A., and Crompton, J. L. (2000). Quality, Satisfaction and BehavioralI. Annals of Tourism
research, 27 (3), 785–804.
4. Chen, C. F., and Tsai, D. C. (2007). How Destination Image and Evaluative Factors Affect Behavioral
Intentions?. Tourism Management, 28, 1115-1122.
5. Chen, C. F., and Chen, F. S. (2010). Experience Quality, Perceived Value, Satisfaction and Behavioral
Intentions for Heritage Tourists. Tourism Management, 31, 29-35.
6. Cheng, Q., Du, R., and Ma, Y. (2016). Factors influencing theme park visitor brand-switching behaviour as
476
Kỷ yếu Hội thảo quốc tế “Thương mại và phân phối” lần 2 năm 2020
based on visitor perception. Current Issues in Tourism, 19(14), 1425–1446.
7.
Chi, C., and Qu, H. (2008). Examining the Structural Relationships of Destination Image, Tourist
Satisfaction and Destination Loyalty: An Integrated Approach. Tourism Management ,29, 624-636.
8. Fornell, C. and Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables
and measurement error. Journal of Marketing Research, 39 -50.
9. Han, H., Back, K.J., Barrett, B. (2009). Influencing Factors on Restaurant Customers’ Revisit Intention:
The Roles of Emotions and Switching Barriers. International Journal of Hospitality Management, 28 (4),
563-572.
10. Han, H., Kim, Hyun, S.S (2011). Switching Intention Model Development: Role of Service Performances,
Customer Satisfaction, and Switching Barriers in the Hotel Industry. International Journal of Hospitality
Management, 30 (3), 619-629.
11. Jin, N. P., Lee, S., and Lee, H. (2015). The effect of experience quality on perceived value, satisfaction,
image and behavioral intention of water park patrons: New versus repeat visitors. International Journal of
Tourism Research, 17(1), 82.
12. Kao, Y.-F., Huang, L.-S., and Wu, C.-H. (2008). Effects of theatrical elements on experiential quality and
loyalty intentions for theme parks. Asia Pacific Journal of Tourism Research, 13(2), 163–174.
13. Khuong, M. N., and H. T. M .Duyen. (2017). The Effect of Destination Image, Perceived Value and
Service Quality on Tourist Return Intention through Destination Satisfaction – A Study in Ho Chi Minh
city, Vietnam. International Journal of Innovation, Management and Technology, (8),5.
14. Kim, Y. H., Duncan, J., and Chung, B. W. (2015). Involvement, Satisfaction, Perceived Value, and Revisit
Intention: A case Study of a Food Festival. Journal of Culinary Science & Technology, 13(2), 133-158.
15. Lai, W.-T., and Chen, C.-F. (2011). Behavioral Intentions of Public transit passengers—The roles of
Service Quality, Perceived value, Satisfaction and Involvement. Transport Policy, 18(2), 318-325.
16. Noypayak, W. (2009). Value Dimensions of Thailand as Perceived by U.K. Tourists. Ramkhamhaeng
International Journals, 3,141-154.
17. Yoon, Y., and Uysal, M. (2005). An Examination of the Effects of Motivation and Satisfaction on
Destination Loyalty: A Structural Model. Tourism Management 26, 45-56.
18. Ghorbanzade, D., Mehrani, H., and Rahehagh, A. (2019). The Effect of Experience Quality on Behavioral
Intentions of Domestic Tourists in Visiting Water Parks. Cogent Business & Management, 6.
19. Ranaweera, C., and Prabhu, M. (2003). The Influence of Satisfaction, Trust and Switching Barriers on
Customer Retention in a Continuous Purchasing Setting. International Journal of Service Industry
Management 14(4), 374-395.
20. Um, S., Chon, K., and Ro, Y (2006). Antecedents of Revisit Intention. Annals of Tourism Research
33(4),1141-1158.
21. Wu, H. C & Li, T. (2014). A Study of Experiential Quality, Perceived Value, Heritage Image, Experiential
Satisfaction, and Behavioral Intentions for Heritage Tourists. Journal of Hospitality & Tourism Research,
41(8), 904 -944.
22. Zabkar, V., Brencic, M. M., and Dmitrovic, T. (2010). Modelling Perceived Quality, Visitor Satisfaction
and Behavioral Intentions at the Destination Level. Tourism Management,31, 537-546.
477
16 trang
22460
Free
Bạn đang xem tài liệu "Phát triển mô hình ý định quay trở lại du lịch: Vai trò trung gian của các rào cản. Nghiên cứu thực nghiệm tại Kon Tum Việt Nam", để tải tài liệu gốc về máy hãy click vào nút Download ở trên
File đính kèm:
- phat_trien_mo_hinh_y_dinh_quay_tro_lai_du_lich_vai_tro_trung.pdf
