The relationship among destination image, satisfaction, word of mouth, and re-visit intention of tourists: An experimental study at Tra Su Melaleuca forest, An Giang Province
Published: July 30, 2026
Abstract
Most tourist attractions are facing issues relating to tourist loyalty and market share expansion. Studying about the relationship between destination image and intention to revisit of tourists has not been paid enough attention, especially the mediating role of satisfaction and word of mouth. This is a challenging issue for tourism researchers and managers. This study conducts a survey of 400 domestic and international tourists who spend at least 3 days in Tra Su Melaleuca forest area, An Giang province and uses a linear structural model to analysis collected data. The study’s results show that the visitor satisfaction and word of mouth are mediators of the relationship between destination image and re-visit intention of travellers. Components of destination image include (i) Cognitive image; (ii) Affective images; and (iii) Tangible images.
Keywords
Tra Su Melaleuca forestsatisfaction of touristsdestination imagesthe Partial Least Squares-Structural Equation Modeling
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