DESTINATION QUALITY SIGNALS THROUGH DESTINATION IMAGE, EMOTIONAL VALUE, AND INTENTION OF TOURISTS IN HO CHI MINH CITY TO CHOOSE MEKONG DELTA ECOTOURISM DESTINATIONS

This study explored and measured the role of destination image and emotional value in stimulating the desire and choice of ecotourism destinations in the Mekong Delta among tourists in Ho Chi Minh City. A combination of qualitative and quantitative research methods was used to analyze the data collected from a survey of 553 tourists in Ho Chi Minh City. The study found that emotional value plays a key role, followed by the destination image. For the destination's image, the destination's natural conditions are the most important factor. It is followed by the tourism amenities, the support from local authorities in ensuring safety, security, and order, and a hotline to handle and resolve related issues.