Factors Affecting Foreign Tourist’s Word-Of-Mouth toward Ho Chi Minh City-A Mediation Analysis of Destination Image

Abstract

This paper aimed to identify key factors affecting foreign tourists’ word-of-Mouth as well as destination image of Ho Chi Minh City destination. Through path analysis, the study determined factors with significant direct and indirect effects toward tourists’ word-of-mouth. These factors included culture, history and art; local cuisine; recreation and entertainment; safety and security; natural environment; negative attributes; infrastructure; and perceived price. Quantitative approach was majorly used, with statistical techniques applied including factor, multiple regression, and path analyses. Result of the research showed that all of eight factors had significant impact on Tourists’ Word-of-Mouth, in which Recreation and Entertainment had the strongest effect. There was also significant relationship between destination image and foreign tourists’ word-of-mouth. Through its finding and recommendations from tourists and tour guides, the research provided practical suggestions to improve Ho Chi Minh City’s tourism industry.