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Factors Affecting Tourist’s Revisit Intention
Behaviour – The Case Of
Da Lat City, Viet Nam

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ABSTRACT
All economic sectors keep a critical role in creating a stable and long-term
development for every country. Thus, Tourism is one of them which plays a crucial
role for a nation like Viet Nam in general, and for regional improvement such as Da
Lat City in specific. It impacts on the balance of payments, employment, gross
income, production and resident’s life (Creaco & Querini, 2003). Further, the
advancement of Da Lat City also expand the economy of high-land area in Viet Nam.
Hence, this study aimed to investigate the relationship between Tourism motivation;
Destination image and Tourist satisfaction and tourist’s Revisit intention behavior to
Da Lat City.
By using the quantitative method and data analyzing technique as Exploratory
factor analysis and Confirmatory factor analysis, the result of study illustrated that
Tourism motivation; Destination image and Tourist satisfaction had the positive
impact on the Revisit behaviour of tourists who visited Da Lat City before. Therefore,
I had suggested some policies related to three independent variables to enhance Da
Lat City’s tourism industry better than before so that it can attract more and more new
tourists and signify old visitors’ loyalty.

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ACKNOWLEDGEMENT

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TABLE OF CONTENTS

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ABBREVIATIONS
Abbreviation Full word

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LIST OF TABLES
Tab 3.1: Generalization of factor affecting to destination imageError! Bookmark
not defined.

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LIST OF FIGURES
Fig. 3.1: - The study process of author.......................................................... 24
Fig. 3.2: The suggested research model .........Error! Bookmark not defined.

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CHAPTER 1: INTRODUCTION
1.1. Rationale and problem statement
The social income increases significantly plus spread out of population on global
leading to tourism’s incline of requirement. And the question why tourist making
decision in choosing this place instead that destination or revisiting the same city attract
a lot of researchers recently such as ??? (Woodside & Lysonski, 1989; Um &
Crompton, 1990; Ankomah et al., 1996; Sirakaya et al., 2001; Jang & Cai; 2002; Siraya
& Woodside, 2005; Dolnicar & Hybers, 2007; Chen & Wu, 2009; Prayag, 2011;
Mutinda & Mmayaka, 2012; Yiamjanya & Wongleedee, 2014; Ramseook et al., 2015;
Lee & Hyun, 2016; Kani et al., 2017; Kumar & Kaushik, 2018). Thus the idea of
“where does tourist should visit” not only important to tourist but also critical for
tourism industry in every country (2016; Kani et al., 2017).
So, on the world, many studies showed that there are many factor affecting to the
choosing of destination (Beerli & Martin, 2004; Guillet et al., 2011). In general, a huge
of research using Pull-Push Theory to discuss about relationship between independent
and dependent variable in the model of destination choosing. And according to this
theory, people like to tour because the is motivated by internal and external forces (Jang
& Cai, 2002; Mohammad et al., 2010). In which, the external come from the attraction
of destinations (Hu and Ritchie, 1993). Hence. The customer always wants to received
maximum advantages with their money when competing in choosing tourism products
as well as destination (Kotler, 2001).
Beside of motivation from tourist, destination image is a terminology helping to
explain customer’s revisiting. And a series of researchers illustrated that destination
image is an essential factor affecting to intention of revisiting and introducing
destination for friends (Chi & Qu, 2008; Jamludin et al., 2012; Yiamjanya &
Wongleedee, 2014; Ramseook et al., 2015; Lee & Hyun, 2016; Kani et al., 2017; Kumar
& Kaushik, 2018).
Tourism is a global activity which due to influence of economic, social and political
globalization processes has become one of the fastest growing economic sectors and the
largest service industry in the world (UNWTO, 2018). Thus, tourism is regarded as an
important economic and social phenomenon which has a great impact on countries’ on

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the balance of payments, employment, gross income, production and resident’s life
(Creaco & Querini, 2003).
Naturally, for many developing countries in general and Vietnam in particularly,
tourism industry is considered as being one of the primary income sources and one of
the key factors for the socio-economic development. And with the advantages of
geographic, politic, and natural resources, Vietnam has many conditions to develop
Tourism industry and become an interesting destination for global like the beach as the
length of the country; many mountains; cultural diversify as many ethnics; spectacular
views as Ha Long Bay, Son Don Cave…In 2014, there are 7.87 million international
tourists and 38.5 million domestic tourists were serviced, increased 4% and 10% with
the same period. However, World Economic Forum (2015) considered that competing
advantages of Vietnam’s Tourism is low and rank 75/141 countries on global and 15/23
in Asia Pacific.Because, Vietnam's tourism industry for many years, is also being
alarmed about "tight slashing", bullying, weak infrastructure and low service quality,
lack of management and creating an impression for visitors. Furthermore, Vietnam only
focuses on natural exploitation more than permanent developedstrategies;systematic
orientation and investment.
In many tourism cities of Vietnam, Da Lat is one of the most popular tourism city and
attracts a huge of international and domestic tourists every year(HaNoitourism-online,
2019). This city is the capital of Lam Dong Province and can be found 5000 feet about
sea level towards the south of the Central Highlands Region of Vietnam. Surrounded by
thousands of pine trees it is home to almost a quarter of a million people. Da Lat has its
own weather system, being temperate as opposed to Vietnam’s normally tropical
climate. The valleys around the city are often shrouded in mist giving rise to the city’s
nickname of City of Eternal Spring. Because of the climate, this place has become the
center of agriculture of produce like cabbages and cauliflowers. The large flower
industry here produces Hydrangeas and Strawflowers also known as Golden
Everlasting. Strawberries and Mulberries are also grown and the local preserve of these
and Sweet Potato is also very popular. The city itself is quite unique for this part of the
world looking as it does like a mixture between a small Vietnamese city and A town in
the French Alps. The center of city is quite small and is something of a tourist town. It is

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however a very pleasant setting and makes for a super holiday destination; often used as
a stop off between the north and south of the country, a purpose for which it is ideally
suited. It is fast becoming a center for trekking and mountain biking. There is a quite
well known monastery here. Thien Vien Truc Lam Monastery is accessible by means of
a cable car ride above the pine forest and makes for a pleasant few
hours(Top10Vietnam.vn, 2019).
Furthermore, Lam Dong province currently has 1,399 tourist accommodation
establishments, an increase of 12.4% compared to 2017; mainly concentrated in Da Lat
City, with 20,994 rooms (Report of Lam Dong Committee of People, 2018). In which,
426 hotels are from one to five stars, 11,256 rooms; 35 tourist areas and attractions are
invested and operated, with more than 60 free attractions, including natural landscapes,
architectural works, religious establishments, trade villages, ethnic villages. geography,
archeology ...(Report of Lam Dong Committee of People, 2018)
Some of the current tourism achievements of this city: In 2018, the number of tourists
visiting and relaxing in Da Lat increased by 10.3% over the same period. In particular,
international visitors about 485 thousand, up 21.3% over the same period; Domestic
tourists more than 6,020 thousand turns, up 9.5%. The number of staying visitors
increased significantly, with 4,450 thousand arrivals, an increase of 11.3% over the
same period; the average day of stay is 2.2 days. Total revenue from tourism services is
VND 11,710 billion, up 10.2% over the same period (Report of Lam Dong Committee
of People, 2018).
Beside of that benefits, tourism industry now faces with many challenges like
exploration of resorts threating the reservation of natural destinations and legacy.
Further, unplanned and uncontrolled tourism growth can result in such a deterioration of
the environment that tourist growth can be compromised (Creaco & Querini, 2003). In
addition, in April 2019, researchers and socialists warned about noisy pollution of this
city threating to residents’ life as well as the image about a quiet city to visit. This threat
will decrease quantity of tourists to this city in the future.
Thus, it can be seen that tourism was a significant industry for the permanent growth of
not only a country but also for every area, Da Lat city at specific. And, how this City
can handle disadvantages what are happening and threating its’ tourist image is

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definitely essential requirement to attract more tourists. And one of these is how it
remain the loyalty of visitors who will go here again and prove for tourism potential as
well as tourist image of this city. Hence, study about behavior of tourist with revisiting
intention to Da Lat destination under of image of destination is necessary to enhance
capacity of service and reduce bad-effects from tourism for this city. Thus, I had
decided conducting study about “Factors affecting tourist’s revisit intention behaviour–
the case of Da Lat city, Vietnam” to expand knowledge about tourism as well as image
of destination’s impact on tourism and suggest some commends for developing
strategies tourism of this city.
1.2. Objectives of study
The general aim of this thesis is to building model of Factors affecting tourist’s
revisit intention behaviour–the case of Da Lat city. From then, author should suggest
some commends about policies to attract more tourist as well as signify the loyalty of
them.
From the general objective, some specific objectives were as following:
 Identifying factors affecting tourist’s revisit intention behaviourto Da Lat City;
 Measuring and testing relationship between factors affecting tourist’s revisit
intention behaviour to Da Lat City;
 Suggesting recommends to motivate and enhance loyalty of tourists to Da Lat
destination. From then, more future research will be conducted about this topic
to boost tourist image of Da Lat city.
1.3. Scope of study
Thesis focused on tourists who revisited Da Lat city for many times. And the
survey was conducted from April 2019 to June 2019 with many places of destination
and hotels to valid of represent, comprising:
 Discovery Tour: Langbiang Chop; Thien Phuc Duc Hill; Zoodoo; Dalat milk
farm; “Lonely tree” Suoi Vang lake; Pongour Fall; Datanla High Rope Course;
 Culture, science, and spirituality tour: Dalat market; Cu Lan Town; Van Thanh
flower town; Dalat education college school; Dalat Station; Linh Phuoc pagoda;
Thien Vien Truc Lam; Vinamilk Organic milk farm;

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 Resort tour: Dalat Homestay; Zen valley Dalat; Swiss-Belresort Tuyen Lam
Dalat; Dalat Edensee Resort & Spa; Terracotta Hotel & Resort.
Survey respondents: For quantitative research: tourist who revisited Da Lat
comprising domestic customer.
Method of study: the thesis used the quantitative research method, as below:
Quantitative research:
 The survey was sent to respondents who were tourist revisited Da Lat City
comprising international and domestic tourists.
 Collected data was handled by statistic software through some techniques
like Description, Frequency, Cronbach’s Alpha Analysis, Exploratory Factor
Analysis, and Multiple Regression according to Pool OLS.
1.4. Research Questions
From above ideas and the role of industry tourism to Da Lat’s economic development as
well as challenges this city has been facing with the explosion about quantity of tourist,
this thesis aimed to find out factors belong to destination image affecting to revising
intention of tourist to Da Lat city to contribute for the stable growth in economy and
tourism industry in particularly of this city. Hence, research questions were below:
- How does the reality of tourists’ loyalty to the Da Lat destination and what
factors do affect to tourist’s revisiting behavior?
- How does the relationship between factors affecting tourist’s revisit behaviour
and their level impact on the tourist’s revisit intention behaviour to Da Lat City?
- What kind of policies should be suggested to motivate and enhance loyalty of
tourists to Da Lat’s destination?
1.5. Significance of the study
This thesis clarifies the relationship between factors affecting to tourist’s loyalty
and their revisiting behavior to Da Lat City. Moreover, this study is a reference source
for future research on tourist’s loyalty and their revisiting behavior of other destinations
and cities of Viet Nam.
The research will show that what kind of factors affecting to tourist’s revisiting
behavior to Da Lat City as well as the level impact of them.

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Furthermore, the result also illustrated some policies for managers in tourism
industry of Da Lat City and other cities in Viet Nam to enhance the loyalty of tourist as
well as boost the development of this non-smoke industry.
1.6. Definition of Terms
1.6.1. Natural Resources
Naturally occuring resources and systems that are useful to humans or could be under
plausible technological, economic, and social circumstances (Howe, 1979). Natural
resources meet two conditions: availability of techniques that enable extraction and
resulting goods and services have a demand (Rees, 1985). In addition, natural resources
is also including: agricultural land; forest land and its products and services; natural
land areas preserved for esthetic, recreational, or scientific purposes; fresh and salt
water fisheries; mineral resources, including mineral fuels and nonfuels;
nonmineralenergy sources of solar, tidal, wind, and geothermal systems; water
resources; waste-assimilative capacities of all parts of the environment (Howe, 1979).
Dalat's terrain has an average elevation of about 1,500m with diverse and abundant
natural resources (Report of Lam Dong Committee of People, 2018). From the
topographic characteristics, the landscapes of Da Lat were created very interesting.
Coming to Da Lat, visitors cannot forget the grandeur of the rapids landscape and
famous natural attractions recently such as Datanla waterfall, Prenn waterfall, Tuyen
Lam lake, Valley of Love, Xuan Huong lake, Langbian mountain ..
1.6.2. Infrastructure
Infrastructure including general infrastructure and tourist infrastructure (Beerli &
Martin, 2004). Dalat has full of general infrastructure to develop tourism including Lien
Khuong airport and the highway leading to the city. Although the road system in the
city is built modernly and widely, but with the increasing level of concreting, traffic
jams often occur in the high season. Besides that, the other basic infrastructures are also
sufficient and eligible to serve tourists such as: private and public transport facilities,
health services, telecommunication, commercial infrastructure, building development
culture, history and art museums, historical building monuments, etc. (Beerli & Martin,
2004). For tourist infrastructure, the city of Dalat has 815 tourist accommodation
establishments, with a total of 13,786 rooms. At the same time, the system of restaurants

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and attractions has been greatly built to meet the needs of tourists recently. (Report of
Lam Dong Committee of People, 2018).
1.6.3. Atmosphere of the place
Atmosphere of the place is the favor factor attract tourist (Leisen, 2001). It is including
luxurious, fashionable, place with a good reputation cleanliness, family-oriented
destination overcrowding, exotic, mystic, relaxing, stressfull, fun or boring, enjoyable,
pleasant, attractive or interesting (Beerli & Martin, 2004). In many regions in the world,
natural beauties and attractions of environment is the main primary reason of attracting
tourist and development of tourism (Absalan and Taleghani, 2016). Dalat city was built
by the French early. It became an attractive destination for the wealthy nobles at that
time. The city has a cool climate so it has become the focus of travelers who love to
explore the cold climate. Vietnam tourists love to wear gorgeous clothes to roam the
romantic places of the city. Since then, Dalat has become an indispensable destination in
the choices of travelers, they come to Dalat for no reason even joy or sadness, the
enchanting and mysterious atmosphere has been attractions many tourists of different
ages to visit. In the summer, avoiding hot weather Dalat is the choice of many families.
The rain in Da Lat was not fenced and stopped but was full. The rain of this land did not
forecast at the beginning and was even more unpredictable when it would stop. Dalat
gives visitors the feeling of a peaceful, friendly country. Streets are seldom noisy sirens
or the sounds of collisions (Top10Vietnam.vn, 2019).
1.6.4. Social Environment
Social environment is the hospitality and friendliness of the local residents, it is also
include quality of life and language barriers (Beerli & Martin, 2004). Social-cultural
environment effect of tourism is counted as the most important regards of tourism
development in any region. Tourism development has positive social and cultural effect
that are: creating place of familiarity of people of a country with the living way of other
nations, level of welfare and life quality of people in the society’ creating breadth and
extension of people’s view; enrichment of cultural experience of people in the society,
creating place of transferring cultural values to the world; preserving historical and
cultural heritage of country, survival of national traditions, place of using recreational
and cultural facilities for people in the society, increasing public places and creating

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reciprocal respect among people with various cultures (Absalan and Taleghani,
2016). Also by increasing intercourse between local people and different travelers,
parties get familiar with customs of each other and identification of different cultures
can be beneficial at creating a secure and calm environment for life of human. Dalat has
a special attraction for vacationers thanks to its luck in having a cooler climate than
some other localities. Da Lat people are willing to give each other the most polite way
and always have a promotion smile. They are calm, gesture of tolerance. The peaceful
way of life in Dalat is easy to make people sad, and everything feels in the middle. For a
long time, people from Dalat come from many different lands, they bring to this city
many colors and cultures of many regions in the territory of Vietnam, including very
special cuisine.
1.6.5. Value of Curency
Tourism development leads to external exchange of currency among countries. It
increases increase of market demand and effectiveness and economic utilization for
increasing goods and services. It encourages competition and creates positive effect at
the level of price of goods and services and leads to improvement of life especially in
small countries and their local economy (Schubert et al, 2011). Although there is no
specific concept of the value of currency but there are many previous studies have
mentioned the importance of tourism to the economic development and income of
residents and communities where they live. For example, the study of (Khoshkho and
Alizadeh, 2010) has shown that Tourism is the most important global economy industry
and even the main economic section of many countries. Based on report of the global
trade organization in recent 6 decades, tourism has continuous growth and nowadays it
is one great economic section that has the highest rate of growth among other sectors.
The other studied of (Allayannis et al, 2001). There is a positive and significant
association between a firm’s use of currency derivatives and value for the sample of
firms with exposure, suggesting that on average the use of foreign currency derivatives
for foreign firms with exchange-rate exposure adds value. Also tourism industry has
extensive economic effects. Creating job and achieving sustainable and proper currency
income, increasing employment and variety of economic activities, decreasing
unemployment and creating employment for low-income people, enhancing level of

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people’s life, improvement of infrastructure and existing facilities are counted as the
most important positive economic effects of tourism development (Absalan and
Taleghani, 2016). (Chou, 2013) showed that tourism development leads to relative
increase of price and excellent condition of trade and output of business.
Destination Image
Destination image can be defined as a tourist’s general impression of a destination
(Fakeye & Crompton, 1991), that is, it is ‘sum of beliefs, ideals and impressions’ that
a visitor has toward a certain place (Kotler, Bowen & Makens, 1996; Baloglu &
McCleary, 1999; Kozak & Andreu, 2006; Assaker & Hallak, 2013). The image is a
portrayal of the visitor’s attitude towards a number of cues related to the destination
attributes (Echtner & Ritchie, 2003). Destination image in the mind of the visitors
plays an important role in their travel purchase decisions and subsequently,
stimulating their visiting intentions (Oppermann, 2000; Pike, 2004). The main
elements considered by visitors in a destination are natural and scenic resources,
accessibility, cultural resources, security, night life and entertainment, and
quality/price ratio (Bigné et al., 2001; Chen & Tsai, 2007; Chi & Qu, 2008). Chen &
Tsai (2007) found that destination image indirectly influences satisfaction via the trip
quality–perceived value path and has both direct and indirect effects on behavioural
intentions. Chi & Qu (2008) developed a conceptual model to explain destination
loyalty by examining the causal relationships among destination image, tourist
attribute and overall satisfaction and destination loyalty. Their results supported the
proposed destination loyalty model, which advocated that destination image directly
influenced attribute satisfaction; destination image and attribute satisfaction were
both direct antecedents of overall satisfaction; and overall satisfaction and attribute
satisfaction in turn had direct and positive impact on destination loyalty. The image
is a portrayal of the visitor’s attitude towards a number of cues related to the
destination attributes (Echtner & Ritchie, 2003).
1.6.6. Revisit Intention Behaviour
Satisfaction is defined as the consumer’s response to the evaluation of the perceived
discrepancy between prior expectations and the actual performance of the product as
perceived after its consumption (Tse and Wilton, 1988). According to (Bakeret al.,

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2000) high level of satısfaction results in increased behavioral intentions and future
visitation, and enhanced reputation, then then ultimately enhanced profitability and
political support. The relationship of satisfaction to behavioral intentions has been well
researched in thetourism and leisure literature. Overall, satisfaction has been found to
have a substantial impact on behavioral intentions such as intention to visit/revisit and
recommend to others (Parasuraman et al., 1994; Crompton & Love, 1995; Bigne et al.,
2001; Lee et al., 2004; Yoon and Uysal, 2005; Castro et al., 2007; Chen & Tsai, 2007,
Kim et al,2009). Although it was found that satisfaction affected behavioral intentions
directly (Crompton et al., 1995; Lee et al., 2005), a majority of studies found that
statisfaction played a mediating role in the relationship between destination images and
revisit intensions (Bigne et al., 2011), motivation and destination loyalty (Yoon and
Uysal, 2005), perceived value and recommending it others (Chen and Tsai, 2007),
Service quality and intention to visit (Castro et.al,2007) and destination image and
destination loyalty (Chi & QU, 2008).

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CHAPTER 2: LITERATURE REVIEW
2.1. Related literature and previous studies
2.1.1. Related literature
There are many studies showed that there are many factor affecting to the choosing of
destination (Beerli & Martin, 2004; Guillet et al., 2011). In general, a huge of research
using Pull-Push Theory to discuss about relationship between independent and
dependent variable in the model of destination choosing. And according to this theory,
people like to tour because it is motivated by internal and external forces (Jang & Cai,
2002; Mohammad et al., 2010). In which, the external come from the attraction of
destinations (Yiamjanya & Wongleedee, 2014). And, destination image is a terminology
helping to explain customer’s revisiting. And a series of researchers illustrated that
destination image is an essential factor affecting to intention of revisiting and
introducing destination for friends (Chi & Qu, 2008; Jamludin et al., 2012; Yiamjanya
& Wongleedee, 2014; Ramseook et al., 2015; Lee & Hyun, 2016; Kani et al., 2017;
Kumar & Kaushik, 2018). The sociodemographic variables mostly include age, gender,
income, marital status, occupation, education, and nationality. On the other hand,
variables such as decision-making time taken to select a destination, travel companion,
past travel experience, length of stay, holiday organization mode, type of
accommodation used, type of transport, activities undertaken on holiday, and sources of
information are frequently used in tourism research in order to identify the travel
behavior characteristics of tourists (Huh, Uysal, & McCleary, 2006; Kozak et al.,
2004).Thus, in this thesis, I decided to investigate how factors belong this dimension
impacting on the revisiting intention of tourists to Da lat city.
2.1.2. Previous studies
Basing on an overview of prior literature from previous studies, author generalized
factors belong to destination image. The abstraction was described as below:
Table 1: Generalization of factor affecting to destination image
Author Location Factors
Choi et al. (1999) Hong Kong
Activities and atmosphere; Information
about shopping and tourism; Cultural

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distinction; Language and
communication
Leisen (2001)
New Mexico,
USA
Social culture; Natural; Activities;
Weather
Beerli & Martin
(2004)
Lanzarote,
Spain
Natural resources and culture;
Entertainment, tourism and general
infrastructure; Atmosphere; Society and
environment; Sunny and Sandy
Chi & Qu (2008)
Eureka
Springs,
Arkansas, USA
Tourism environment; Natural
elements; Entertainments and events;
Historical attractions; Infrastructure;
Approaching capacity; Leisure;
Outdoor activities; Value and price
Qu et al. (2011)
Oklahoma,
USA
Experienced quality; Attractional
elements; Environment and
Infrastructure; Entertainments and
activities; Cultural tradition
Aksoy & Kiyci
(2011)
Turkey
Cultural legacy and history; Shopping
and food; Quiet atmosphere; Purity
weather; Area architecture and structure
Artuger et al.
(2013)
Antalya,
Turkey
Natural resources; Infrastructure;
Atmosphere; Social environment;
Value of currency.
(Source: Author’s generalization)
2.2. Related theories
Image was considered as a concept formed by two closely interrelated components:
perceptive/cognitive evaluations and beliefs about the object (an evaluation of the
perceived attributes of the object), and affective appraisals relating to an individual’s
feelings towards the object (Beerli & Martin, 2004). And, destination image was used to
investigate of destination choice, satisfaction, and post-purchase behaviour of tourist
(Zhang et al., 2014; Ramseook-Munhurrun, P., Seebaluck, 2015). Further, the

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destination image also has a direct effect through place attachment on overall
satisfaction and revisit behaviour of tourists (Prayag and Ryan (2011; Kani et al., 2017).
Moreover, factors attribute to determine the perceived destination image comprise
natural resources; infrastructure, tourist leisure, culture-history and art; Polictical and
economic; Environment; Atmosphere (Choi et al., 1999; Beerli & Martin, 2004; Artuger
et al.,2013).
2.3. Hypothesis
From above research, the Da Lat city image will be including natural resources like
temperature and wealth of countryside; infrastructure like airport, road,
telecommunication, hotel, restaurants, ...; Tourist leisure like hiking, falls; culture-
history and art like Bao Dai Museum palace, flower festival…
In which, natural resources were considered as weather; beaches; wealth of countryside;
and variety and uniqueness of flora and fauna (Beerli & Martin, 2004). For Da Lat city,
natural resources comprising all-year low temperature creating cool atmosphere; many
high-quality agriculture zones; falls like Voi fall, Prenn fall, Pongour fall. In addition,
Natural resources like language will create convenient for tourist in supplying
information and communication (Choi et al., 1999); geographic, unique characteristic of
one place also impress on tourist (Leisen, 2001; Chi & Qu, 2008). And residents of this
city can use English which is convinient for communication with international tourists
and only Da Lat has Flower festival every year. From then, tourists have a tendency to
visit that place again to enjoy that natural scenes as well as checking new scenes (Beerli
& Martin, 2004; Artuger et al., 2013). Thus, I will test the hypothesis below:
Hypothesis H1: There is a positive relationship between Natural resources and
Destination image of Da Lat City.
Beside, infrastructure is one of the critical condition for the development of tourism
industry because it creates the convenient for transportation, resident, and tourism
activities (Beerli & Martin, 2004). Moreover, with the modern infrastructure, it will
save the time for tourist when travel around or visit many places in a limit time (Chi &
Qu, 2008; Qu et al., 2011). Dimensions of infrastructure include airport; road, private
and public transport, health service, commercial infrastructures, building (Beerli &
Martin, 2004). And, Da Lat city has a domestic airport connecting directly with Tan Son

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Nhat and Noi Bai departure; many roads link from Binh Duong, Dong Nai, Binh Thuan,
Ninh Thuan, Khanh Hoa, Phu Yen, Binh Dinh; bus stations around the city; taxi and
motorbike available everywhere even hiking-car; international class hotel at the center;
… So, an infrastructure also creates the safety condition for travelers (Artuger et al.,
2013). Hence, I suppose the hypothesis as:
Hypothesis H2: There is a positive relationship between Infrastructure and Destination
image of Da Lat City.
The atmosphere of the place will embracing fashionable; a good reputation; Relaxing;
Stressfull; Fun, enjoyable; Boring; Attactive;...(Beerli & Martin, 2004). These show a
perfect place to relax after hard-working time of many tourists (Beerli & Martin, 2004).
And tourist have tendency choose a place with different atmosphere where they live
(Chi & Qu, 2008; Qu et al., 2011). Especially, quiet place with many natural scenes is
fantastic for journeys (Aksoy & Kiyci, 2011; Artuger et al., 2013). Da Lat’s atmosphere
what impresses visitors by a peaceful environment with the cool weather; pure air;
reputation of Bao Dai palace-the last king of Viet Nam; flowers city… Therefore, the
hypothesis will be denoted and tested is as:
Hypothesis H3: There is a positive relationship between Atmosphere of the place and
Destination image of Da Lat city.
Further, the social environment is the factor received a lot of consideration when
making a tour from tourist (Beerli & Martin, 2004; Artuger et al., 2013, such as
information about shopping place (Choi et al., 1999) where they can by souvenir as a
memory of a journey or as a gift for their friends; relax activities (Choi et al., 1999;
Leisen, 2001) as well as entertainment (Beerli & Martin, 2004; Chi & Qu, 2008; Qu et
al., 2011) that help tourist can enjoy funny games helping them release stress of work;
food, legacy and history Area architecture and structure (Aksoy & Kiyci, 2011) also
affect to tourist who want to discover the diversify of culture and people of destination.
Beside of that, Da Lat city received the dramctic value evaluation from visitor for local
resident’s friendly, a good place to relax, and peaceful life, security. Thereafter, author
will test the suggested hypothesis:
Hypothesis H4: There is a positive relationship between Social environment and
Destination image of Da Lat city.

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Furthermore, Artuger et al. (2013) considered that the value of currency will be a key
factor create a tremendous budget as well as financial benefits when visit a foreign
country. Even if the value of currency in world market fall, it depresses tourism demand
(Henderson,2007) and effects on tourists’ decision visit a country with an exchange rate
fluctuation. Beside of that, when the inflation happening, the value of money change,
the requirement of goods including tourism also increase (Sharri et al., 2018).
Moreover, the value of Vietnam’ currency looks like lower than other countries.
Thence, it will be benefical for international tourist. Thus it can be seen that the value of
currency can Changes in value of currency as in Asian countries tourists (Le, 2018)
comprising Vietnam. Consequently, in this study, I aware that this issue will effect on
tourist who visit Vietnam in general, Da Lat city in particularly. Thus, I suggest:
Hypothesis H5: There is a positive relationship between Value of currency and
Destination image of Da Lat City.
As my above proposes, 5 factors impact to destination image comprising Natural
resources; Infrastructure; Atmosphere; Social environment; Value of currency and
increase impress as well as ideal about a good place with a beautiful image. From then,
a destination image is therefore seen as a critical factorin tourists’ final evaluation of a
destination (Cai, Wu, & Bai, 2004; Rameseook, 2015) and their future behavior (Bigné
et al., 2001; Yoon & Uysal, 2005). Furthermore, a good image also is seen as brand of a
destination of what create a good customer’ experiences (Brakus et al., 2009; Pine &
Gilmore, 1999; Evangelista & Dioko, 2011; Kumar & Kaushik, 2018) and lead to the
tourists’ satisfaction and signify their loyalty (Rameseook, 2015).Thus, I believe that a
visual place like Da Lat will affect to tourist’ revisiting behavior. Hence, in this study, I
will test the hypothesis:
Hypothesis H6: There is a positive relationship between Destination image and Revisit
behaviour of tourists to Da Lat City.
In general, it can be seen that there are many elements creating the destination image.
However, depending on the research idea and object, previous authors divided or
grouped into factors. Furthermore, under the limitation of research time, authors only
focus on 5 factors what is considered able to reflect the destination image of Da Lat
(reference from lecturers). Thus, in this study, author will research only 5 factors what

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are able to represent for Da Lat City’ destination image and suggested a research model
for thesis as below:
overall, this chapter needs major revisions, starting with reviewing the
theoretical foundatiions (aka foundational theory), concepts being researched,
and followed by justifications leading to respective hypotheses. In the current
form, there is no discussion of foundational theory except the mentioning of
Push – Pull (but still unclear about the usefulness of that theory), yet no proper
review of concepts and justifications for all hypotheses.
2.4. Theoretical framework
Figure 1: The suggested research model
Natural Resources
Infrastructure
Atmosphere of the place
Social environment
Value of Currency
Destination
image
Revisit
behaviour
H1
H2
H3
H4
H5
H6

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CHAPTER 3: METHODOLOGY
3.1. Research design
The process of the research to complete studied objectives comprised nine steps and was
illustrated as the following figure:
Figure 2: - The study process of author
(Source: Own author)
 Step 1: Identifying of research topic: author will identify the research realities and
objectives of factors affecting tourist’s revisiting behavior to Da Lat City, following to
determine the scope and objectives of the study.
 Step 2: Building literature review and theory: author will summarize the prior
literatures and related theories on factors affecting tourist’s revisiting behavior to find a
Identifying of research topic
Building literature review and
theory
Suggesting research model
Building measurement of variables
Conducting survey
Handling data:
- Descriptive statistic
- Cronbach’s Alpha test
- Exploratory factor analysis
(EFA)
- Collinearity analysis (Pearson)
Discussing about research finding
Concluding and suggesting

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research gap as well as adhering research methods, inherit the research model of
previous authors and identify factors affecting tourist’s revisiting behavior to Da Lat
City.
 Step 3& 4: Suggesting research modeland Building measurement of variable:
author inherits prior researchers' research model and will build a suggested research
model and specified scale for each factor affecting tourist’s revisiting behavior to
Dalat’s destinations through generalization of measurement of previous studies,
references from experts, and interview visitor.
 Step 5: Conducting survey: author will set up questionnaire comprising two parts
with one will be question about respondents and the other will be questions about
researched factors and send it directly to tourist who revisited Dalat’s destination.
 Step 6: Handling data: author will use Excel application of Microsoft office software
and SPSS 23 software to encrypt, enter and clean data, perform descriptive statistics,
verify Cronbach’s Alpha coefficient, Explore factor analysis (EFA), multiple regression
analysis, test model and research hypotheses.
 Step 7: Discussing about research finding: author will presentand discuss the results
obtained from research.
 Step 8: Concluding and suggesting: Basing on the research results and analysis,
author will suggest implications and policies to motivate tourists revisiting as well as
enhance tourism industry of Da Lat City.
3.2. Population and Sample Selection
In this thesis, author will use the sampling method according to a convenient non-
probability sampling method to easily approach the research object, saving the cost and
time of research.
For multiple regression analyzing and achieving good results, author determined the
sample size by the formula n = 8m + 50 with n being the minimum sample size, m is the
number of independent variables (Tabachnick & Fidell, 2007). The number of
independent variables in this study is 5 variables, the minimum sample size is n = 8 * 5
+ 50 = 90 samples.
For Exploratory factor analysis (EFA), the minimum sample size is determined based
on the formula n = 5 * m or n = 4 * m with n being the minimum sample size, m is the

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number of observed variables (Hair et al, 1998). The number of forecasted observed
variables in this study is estimated about 34 observable variables, so the minimum
sample size for exploratory factor analysis (EFA) will be n = 5 * 34 = 170 samples.
Thus, to satisfy the requirement of using exploratory factor (EFA) and multiple
regression analysis, author will determine the minimum number of samples in this study
will be 170 samples. Therefore, to cover error from collecting to surveys, author willadd
20% of minimum sample size and send 204 questionnaires to respondents who were
tourist revisited to Dalat’s destinations.
3.3. Research Instrument
First, author will proceed by cleaning up collected data, remove invalid survey by Excel
application, encode and process data by using SPSS software 23. In the next step, author
will conduct descriptive statistical analysis, list the frequency to calculate the mean,
standard deviation for assessing the level of scales of the survey for each observed
variables; performing Cronbach’s Alpha test to assess the reliability of the scale,
Exploratory factor analysis (EFA) and regression analysis, testing appropriation of the
model and research hypotheses.
3.4. Instrument Pretest
3.4.1. Testing the credibility of scale by Cronbach’s Alpha
According to (Hair et al, 1998), to measure the correlation between observed variables
in the same factor, assessing the reliability of multivariate scales in analyzing filter
elements and removing unsuitable variables. combine off the scale of the author will use
the Cronbach's Alpha coefficient test.
According to (Hair et al, 1998), in the Cronbach’s Alpha coefficient testing the variables
must have Corrected Item-Total Correlation > 0.3 and Cronbach’s Alpha coefficient ≥
0.6, then these variables are reliable. However, when Cronbach’s Alpha coefficients are
> 0.95, they must be reviewed because of overlap of measurement.
3.4.2. Exploratory factor analysis (EFA)
For the purpose of removing false factors, exploring new scales, asserting or correcting
the scale, the author will use Exploratory factor analysis (EFA) through the
implementation of KMO and Bartlett test.
Factor loading coefficient must be > 0.5 to ensure the significance of EFA analysis.

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If KMO coefficients range from 0.5 <KMO <1, then factor analysis is appropriate for
research data. In contrast, the value of KMO <0.5, the factor analysis is likely to be
inconsistent with the research data (Hair et al, 1998).
According to (Hair et al, 1998), Bartlett's verification must have a value of Sig < 0.05,
which is statistically significant, meaning that variables are correlated with each other in
the overall.
The total variance extracted > 50% and the Eigenvalue value> 1 were retained in the
analysis model.
3.5. Data Collecion Procedure
Data source will be collected by sending the survey form directly to the respondents
who revisited Da Lat city for many times, from April 2019 to June 2019 with many
places of destination and hotels to valid of represent, comprising: Discovery Tour;
Culture, science, and spirituality tour; and Resort tour, comprising domestic tourists.
All survey questionnaires will be measured base on a five-point scale (1- Strongly
Disagree, 2- Disagree, 3 0 Neither Disagree or Agree, 4- Agree, 5- Strongly Agree).
3.6. Summary of Demongraphic Data
The service literature also contains contributions which analyze the relationship
between consumer demographic characteristics and loyalty (Lymberopolus et al., 2004;
Wood, 2004; Ndubisi, 2006). For example, older consumers have less behaviour
change intention (Wood, 2004); women show higher levels of loyalty in services than
men (McColl-Kennedy et al., 2003). According to (Patterson 2007), younger
consumers and housewives are more loyal to travel agencies. (Stern & Krakover 1993)
chose education level as one of the most important consumer characteristics and
investigated the effects of education level of individuals on the relationship between
cognitive, affective, and overall image. Based on previous research, in this study, the
author will choose some factors to analysis as gender, level of education, age, tour
classification, place of birth, occupation and travelling frequency.
The sample consisted of 138 male respondents (64.2%) and 77 female respondents
(35.8%). 22.8% of the respondents had university with four-year program and 19.% had
Master or PhD degree. Among the respondents, 28.4% had high school degree, 16.3%
of the respondents had college and 13.5% had vocational college. Regarding to age,

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great number of respondents, 30.2% had year old from 18 to 28, 18.1% to 19.5.% had
year old from 39 to 48 and form 59 to 68; 12.6 % to 14,4% had year old form 59 to 68
anh over 68. 5.1% had year old from 28 to 38.
Overall,
1. Like preceding chapters and below chapters, refer to thesis guide from BU and APA
for correct citations
2. Write the Research Instrument section properly.
3. Make major revisions to population, data analysis procedure and descriptive statistics
sections

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CHAPTER 4: FINDINGS
4.1. Hypotheses findings
The data was collected by distributing questionnaires directly at attractions, hotels and
restaurants in Da Lat. Before entering raw materials into the machine, the author
conducted checking and removing invalid votes. Among the 250 survey results
received, the author has removed the questionnaires visitors did not fill out the
information, did not answer all the questions. The result has only 215 valid answers and
is entered into the computer.
Table 2: Number of survey
Survey Form
Initial Survey Filter
Send out Received Valid Invalid
Dicrect 250 231 215 16
(Source: author)
The sample including 215 travelers still met the number of visitors surveyed in this
study. Such data has been trusted and continues to be analyzed in subsequent steps.
Table 3: Gender statistics
(Source: author)
The sample distribution results show that the proportion of men and women is unevenly
distributed, among 215 surveyed travelers, there are 138 male visitors accounting for
64.20% and 77 female tourists accounting for 35.80%.
Tabel 4: Age statistics
Age
Frequency Percent Valid Percent Cumulative
Gender
Frequency Percent Valid Percent Cumulative Percent
Valid Men 138 64.2 64.2 64.2
Women 77 35.8 35.8 100.0
Total 215 100.0 100.0

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Percent
Valid >68 31 14.4 14.4 14.4
18-
28
65 30.2 30.2 44.7
29-
38
11 5.1 5.1 49.8
39-
48
42 19.5 19.5 69.3
49-
58
27 12.6 12.6 81.9
59-
68
39 18.1 18.1 100.0
Tot
al
215 100.0 100.0
(Source: author)
The results of the sample distribution show that the majority of the respondents to the
survey aged 18-29, followed by those aged 39-48 and 59-68, the number of visitors
respondents aged 49-58 and over 68 were similar. 11 person, were the lowest number of
tourists participating in the survey, aged 29-38, accounting for 5.10%. Among the 6 age
groups to survey, it is easy to recognize that the 18-28 age group accounts for the
highest proportion because this is the age group with a lot of free time and likes the type
of tourism to explore areas have cool climate and many beautiful and poetic landscapes
like Dalat city.
Table 5: Education statistics
Education
Frequenc
y
Percen
t
Valid
Percent
Cumulative
Percent
Valid Bachelor 49 22.8 22.8 22.8
College 35 16.3 16.3 39.1
High School 61 28.4 28.4 67.4
Postgraduate 41 19.1 19.1 86.5
Vocational 29 13.5 13.5 100.0

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College
Total 215 100.0 100.0
(Source: author)
According to education level: the people in the survey with high school level were the
highest, 61 people accounting for 28.4%, followed by the people with bachelor degree,
49 people, accounting for 22.8%, followed by the people with postgraduate qualification
were 41 people, accounting for 19.1%, the tourist who have the college degrees were 35
people, accounting for 16.3% and the lowest were the traveler with the intermediate
level of 29 people, accounting for 13.5%.
Table 6: Tour classification statistics
Tour Classification
Frequency Percent Valid
Percent
Cumulative
Percent
Valid Personel 60 27.9 27.9 27.9
Tour 155 72.1 72.1 100.0
Total 215 100.0 100.0
(Source: author)
According to the table, the highest number of tourists chooses to travel by buying a tour
through a travel agency, 155 people accounting for 72.1%. The rest are self-sufficient
60 people accounting for 27.9%.
Table 7: Place of birth statistics
Birth Place
Frequency Percent Valid Percent Cumulative Percent
Valid An Giang 17 7.9 7.9 7.9
Ben Tre 22 10.2 10.2 18.1
Binh
Duong
25 11.6 11.6 29.8
Dong Nai 17 7.9 7.9 37.7
Ha Noi 38 17.7 17.7 55.3
Ho Chi
Minh
62 28.8 28.8 84.2

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Soc Trang 25 11.6 11.6 95.8
Tay Ninh 9 4.2 4.2 100.0
Total 215 100.0 100.0
(Source: author)
The statistics table shows that Ho Chi Minh City is the place with the most tourists
visiting Da Lat 62 people, accounting for 28.8%. Behind Ho Chi Minh City is Hanoi
with 38 people accounting for 17.7%. Binh Duong and Soc Trang are two provinces
with equal number of people, accounting for 11.6%. 22 people from Ben Tre accounted
for 10.2%, 17 people accounted for 7.9% are tourists from two provinces of An Giang
and Dong Nai. The lowest number of tourists visiting Da Lat city in the survey belongs
to Tay Ninh province, 9 people accounting for 4.2%. The survey results show that Ho
Chi Minh City is still the place with the most tourists, Hanoi is the capital, but the
geographical trouble has also greatly affected the need to visit Dalat. The remaining
provinces also began to show signs that the demand for sightseeing of tourists in the
localities is on the rise.
Table 8: Job statistics
Jobs
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
House holds 2 .9 .9 .9
Staff 88 40.9 40.9 41.9
Student 64 29.8 29.8 71.6
Teacher 46 21.4 21.4 93.0
Worker 15 7.0 7.0 100.0
Total 215 100.0 100.0
(Source: author)
The statistics show that office workers have the highest number of 88 people,
accounting for 40.9%. Students are ranked second with 64 people accounting for 29.8%.
46 people who are surveyed as teachers are 21.4%. The two groups with the lowest
percentages, 7% and 9%, were workers and households. An analysis of this group

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shows that travelers who have more free time and love to explore and take photos often
visit Dalat.
Table 9: Frequency to Dalat statistics
Frequency to Dalat
Frequency Percent Valid
Percent
Cumulative
Percent
Valid
0 34 15.8 15.8 15.8
1 66 30.7 30.7 46.5
2 85 39.5 39.5 86.0
3 12 5.6 5.6 91.6
4 12 5.6 5.6 97.2
5 6 2.8 2.8 100.0
Total 215 100.0 100.0
(source: author)
The statistic table shows that the number of people coming back to Dalat for the second
time accounted for the highest proportion, 85 people accounted for 39.5%. The number
of tourist previsited for the first time was 66, accounting for 30.7%. 34 people is the
number of first-time visitors accounting for 15.8%. 12 people is the number of returning
to this city for the 3rd and 4th time accounting for 5.6%. Back to the 5th time only 6
people accounted for 2.8%.

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4.2. Other findings
4.2.1.Cronbach alpha’s
According to (Hair et al, 1995), in the Cronbach’s Alpha coefficient testing the
variables must have Corrected Item-Total Correlation > 0.3 and Cronbach’s Alpha
coefficient ≥ 0.6, then these variables are reliable. However, when Cronbach’s Alpha
coefficients are > 0.95, they must be reviewed because of overlap of measurement.
The reliability of the scale is assessed by the Cronbach’s Alpha reliability coefficient.
According to Nguyen Dinh Tho (2011) to calculate Cronbach’s Alpha, the scale must
have a minimum of 3 measurement variables. The concepts in this study have at least
three measurement variables, so there are conditions to calculate the Cronbach’s
Alpha coefficient.
4.2.1.1 Natural resources scales
Table 10: Cronbach’s Alpha analysis results of the NA variable
Item-Total Statistics
Scale Mean if
Item Deleted
Scale Variance if
Item Deleted
Corrected
Item-Total
Correlation
Cronbach's Alpha if
Item Deleted
NA1 14.31 17.982 .812 .925
NA2 14.30 17.520 .829 .922
NA3 14.38 17.096 .858 .916
NA4 14.33 17.736 .845 .919
NA5 14.40 18.260 .806 .926
Reliability Statistics
Cronbach's
Alpha
Cronbach's Alpha
Based on
Standardized
Items
N of Items
.936 .936 5
(Source: author - SPSS)
Natural resources scales: Cronbach’s Alpha coefficient reaches .936 and variable
correlation coefficient - the lowest total reaches .806. Variables of this scale continue

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to be used for EFA analysis of NA1 through NA5 and no observed variables were
excluded.
4.2.1.2 Infrastructure scales
Table 11: Cronbach’s Alpha analysis results of IN variable
Item-Total Statistics
Scale Mean
if Item
Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if Item
Deleted
IN1 14.71 12.664 .706 .507 .889
IN2 14.79 12.122 .719 .533 .886
IN3 14.71 11.470 .784 .626 .872
IN4 14.61 11.706 .780 .630 .873
IN5 14.56 11.658 .777 .624 .873
Reliability Statistics
Cronbach's
Alpha
Cronbach's
Alpha Based
on
Standardized
Items
N of
Items
.901 .901 5
(Source: author - SPSS)
Infrastructure scale: Cronbach’s Alpha coefficient reaches .901 and the correlation
coefficient - the lowest sum reaches .706. In particular, if the IN1 variable is
removed, the Cronbach’s Alpha coefficient decreases to .889. Because this difference
is not significant, the retention of this variable not much reduces the reliability of the
scale so that the author decides to keep the IN1 variable for further EFA analysis. The
variables of this scale continue to be used for exploratory factor analysis from IN1 to
IN5.
4.2.1.3 Atmosphere of the place scales
Table 12: Cronbach’s Alpha analysis results of AT variable
Reliability Statistics

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Cronbach's
Alpha
Cronbach's Alpha
Based on
Standardized
Items
N of
Items
.898 .897 5
Item-Total Statistics
Scale Mean
if Item
Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if Item
Deleted
AT1 13.39 13.884 .637 .417 .899
AT2 13.35 13.518 .702 .521 .886
AT3 13.29 11.926 .837 .719 .856
AT4 13.28 12.214 .789 .648 .867
AT5 13.31 12.253 .781 .663 .869
(Source: author - SPSS)
Atmosphere of the place scales: Cronbach’s Alpha coefficient reaches .898 and there
is no correlation coefficient - the total component is less than 0.3. Therefore, retain 5
variables AT1, AT2, AT3, AT4, and AT5 to continue EFA analysis.
4.2.1.4 Social environment scales
Table 13: Cronbach’s Alpha analysis results of SO variable
Reliability Statistics
Cronbach's
Alpha
Cronbach's Alpha
Based on
Standardized Items
N of
Items
.889 .890 4
Item-Total Statistics
Scale Mean
if Item
Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if Item
Deleted
SO1 10.51 7.513 .728 .533 .870

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SO2 10.50 6.840 .754 .573 .859
SO3 10.39 6.743 .772 .596 .852
SO4 10.42 6.750 .779 .607 .849
(Source: author - SPSS)
Social environment scale: Cronbach’s Alpha coefficient reaches .889 and the
correlation coefficient - the lowest total reaches .728. Variables of the scale (SO1 to
SO4) continue to be used for exploratory factor analysis and no observed variables
are excluded.
4.2.1.5 Value of cerrency scales
Table 14: Cronbach’s Alpha analysis results of VA variable
Reliability Statistics
Cronbach's Alpha N of Items
.740 3
Item-Total Statistics
Scale Mean
if Item
Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if Item
Deleted
VA1 7.49 3.307 .581 .635
VA2 7.51 3.597 .564 .656
VA3 7.41 3.496 .550 .671
(Source: author - SPSS)
Currency value scale: Cronbach’s Alpha coefficient reaches .740 and there is no
correlation coefficient - the total component is less than 0.3 (the lowest coefficient is
.550) so this scale is reliable. All variables were retained for EFA analysis.
4.2.1.6 Destination image scales
Table 15: Cronbach’s Alpha analysis results of DE variable
Item-Total Statistics
Scale Mean
if Item
Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if Item
Deleted

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DE1 14.89 7.675 .634 .810
DE2 14.79 7.206 .656 .804
DE3 14.86 7.367 .676 .798
DE4 14.75 7.133 .674 .799
DE5 14.74 7.939 .578 .824
Reliability Statistics
Cronbach's Alpha N of Items
.840 5
(Source: author - SPSS)
Destination image scale: Cronbach’s Alpha coefficient reaches .840 and variable
correlation coefficient - the lowest total reaches .634, so this scale achieves
reliability. All variables were retained for EFA analysis.
4.2.1.7 Revisit behavour scales
Table16: Cronbach’s Alpha analysis results of Y variable
Reliability Statistics
Cronbach's Alpha N of Items
.866 3
Item-Total Statistics
Scale Mean
if Item
Deleted
Scale
Variance if
Item Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if Item
Deleted
Y1 7.15 3.831 .672 .876
Y2 7.12 3.322 .797 .762
Y3 7.16 3.414 .770 .788
(Source: author - SPSS)
Destination image scale: Cronbach’s Alpha coefficient reaches .866 and the
correlation coefficient - the lowest total reaches .672 so this scale achieves reliability.
All variables were retained for EFA analysis.
4.2.2.EFA analysis
Table 17: EFA analysis results of independent variables

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KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling
Adequacy.
.916
Bartlett's Test of
Sphericity
Approx. Chi-Square 3746.417
Df 351
Sig. .000
Total Variance Explained
Factor Initial Eigenvalues Extraction Sums of Squared Loadings Rotation
Sums of
Squared
Loadingsa
Total % of
Variance
Cumulative
%
Total % of
Variance
Cumulative
%
Total
1 10.075 37.316 37.316 9.742 36.081 36.081 6.335
2 2.799 10.366 47.683 2.468 9.142 45.223 5.829
3 2.016 7.466 55.149 1.629 6.033 51.256 7.719
4 1.913 7.087 62.236 1.534 5.680 56.936 5.994
5 1.580 5.852 68.087 1.230 4.555 61.491 5.991
6 1.083 4.010 72.097 .715 2.649 64.140 2.981
7 .690 2.555 74.653
8 .635 2.354 77.006
9 .575 2.128 79.134
10 .511 1.892 81.026
11 .499 1.850 82.876
12 .487 1.804 84.680
13 .445 1.647 86.327
14 .398 1.475 87.802
15 .367 1.361 89.163
16 .347 1.284 90.447
17 .333 1.232 91.679
18 .307 1.135 92.814
19 .289 1.070 93.884

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20 .257 .950 94.835
21 .248 .917 95.752
22 .236 .874 96.625
23 .224 .829 97.454
24 .207 .767 98.221
25 .190 .705 98.926
26 .152 .562 99.488
27 .138 .512 100.000
Extraction Method: Principal Axis Factoring.
a. When factors are correlated, sums of squared loadings cannot be added to obtain a total variance.
(Source: author - SPSS)
If KMO coefficients range from 0.5 <KMO <1, then factor analysis is appropriate for
research data. In contrast, the value of KMO <0.5, the factor analysis is likely to be
inconsistent with the research data (Hair et al, 1998).
According to (Hair et al, 1998), Bartlett's verification must have a value of Sig <
0.05, which is statistically significant, meaning that variables are correlated with each
other in the overall.
According to Nguyen Dinh Tho (2011), it is not allowed to include dependent
variable with independent variables to handle EFA at the same time when using
Varimax perpendicular rotation and using the value of factors created by EFA for
further analysis. The author uses Promax rotation to analyze discovery factors for all
variables in the model.
Firstly, KMO = .916> .5 so EFA analysis is suitable for real data. The artlett test is
statistically significant (Sig = .000 <.005) so the variables are correlated with each
other in the population.
Second, the EFA results analyzed for 7 factors and the Eigenvalue are greater than 1
(the smallest coefficient is 1,083), thus retaining all 7 factors as the original analysis,
without reducing the factor set. . The total variance extracted is 64,140% (greater
than 50%), ie 64,140% change of factors explained by the observed variable.
Table18: Component matrix of factors
Pattern Matrixa
Factor

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1 2 3 4 5 6
AT1 .643
AT2 .766
AT3 .937
AT4 .830
AT5 .783
IN1 .725
IN2 .745
IN3 .852
IN4 .842
IN5 .841
NA1 .835
NA2 .813
NA3 .921
NA4 .888
NA5 .748
SO1 .721
SO2 .813
SO3 .818
SO4 .853
DE1 .601
DE2 .786
DE3 .836
DE4 .735
DE5 .658
VA1 .717
VA2 .646
VA3 .716
Extraction Method: Principal Axis Factoring.
Rotation Method: Promax with Kaiser Normalization.
a. Rotation converged in 7 iterations.
(Source: author - SPSS)

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Third, the coefficient load factor of the 7 download factors is greater than 0.5 (0.716
as low), indicating that the study achieved practical meaning.
Fourth, the difference in load factors between factors that reach at least 0.3 satisfies
the condition for each observed variable to exist in the focus model to explain a
single factor.
With the above indicators, it can be concluded that the factor analysis model has
completely practical significance, high explanatory capacity for reality and forming 7
factors with the same significance in the proposed research model. Six factors
including 28 observed variables were retained for further CFA analysis.
4.3. Findings of the study
Table: EFA analysis result of dependent variable
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling
Adequacy.
.711
Bartlett's Test of
Sphericity
Approx. Chi-Square 326.792
Df 3
Sig. .000
Total Variance Explained
Factor Initial Eigenvalues Extraction Sums of Squared Loadings
Total % of
Variance
Cumulative
%
Total % of
Variance
Cumulative
%
1 2.367 78.901 78.901 2.075 69.182 69.182
2 .415 13.818 92.719
3 .218 7.281 100.000
Extraction Method: Principal Axis Factoring.
Factor Matrixa
Factor
1
Y1 .718

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Y2 .906
Y3 .860
Extraction Method: Principal Axis Factoring.
a. 1 factors extracted. 10 iterations required.
(Source: author - SPSS)
The dependent factors were run through the principal component analysis, using
Varimax rotation method. The result showed that the variables had high loading
(>0.5) as acceptable. In table 19, the value of KMO was 0.711 (over 0.5) and sig.
was 0.000 (lower 0.05) so it was proper when using exploratory factor analysis. In
this table, there was one factor being resulted and can analyze 69.182% of the total
variance.
After EFA analyses, how did you perform tests for homocedascity and validity? This
is very important before proceeding to multiple regression analyses
Results of the hypothesis testing You need to restructure and even write the
findings before referring to tables, rather than throwing the tables at the reader.
Start with the procedure.
4.4. Table 20: The multiple regression of independent variables:
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
T Sig.
B Std. Error Beta
1
(Constant) 1.704 .217 7.856 .000
NA .150 .050 .234 3.013 .003
AT .158 .053 .208 3.004 .003
VA -.045 .046 -.059 -.981 .328
SO .183 .052 .236 3.499 .001
IN .127 .050 .161 2.537 .012
a. Dependent Variable: DE
Model Summary

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Mode
l
R R Square Adjusted R
Square
Std. Error of
the Estimate
1 .623a
.389 .374 .52987
a. Predictors: (Constant), IN, VA, AT, SO, NA
ANOVAa
Model Sum of
Squares
Df Mean
Square
F Sig.
1
Regression 37.310 5 7.462 26.577 .000b
Residual 58.680 209 .281
Total 95.990 214
a. Dependent Variable: DE
b. Predictors: (Constant), IN, VA, AT, SO, NA
(Source: author - SPSS)
The assumptions of multiple regression were tested to ensure that the data did not
make any violation. In table 20, the Beta of VA factor only “Value of Currency”
was -.059 so VA factor was removed. So, the result of the test was that there were
four factors effected on destination image. There were: Nature Resources;
Infrastrutures; Atmosphere of the Place; Socail Environment. The results strongly
indicate DE is affected by NA, AT, SO and statistically significant, 1% in particular,
except IN at 5%. In the scope of this study, we cannot conclude the relationship
between VA and DE. Accept H1, H2, H3, H4. Fail to accept H5 (value of currency).
Table 21: Y as an independent variable
Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant
)
.827 .293 2.825 .005
DE .742 .078 .547 9.531 .000
a. Dependent Variable: Y

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ANOVAa
Model Sum of
Squares
Df Mean
Square
F Sig.
1
Regression 52.805 1 52.805 90.832 .000b
Residual 123.828 213 .581
Total 176.633 214
a. Dependent Variable: Y
b. Predictors: (Constant), DE
Model Summary
Mode
l
R R Square Adjusted R
Square
Std. Error of
the Estimate
1 .547a
.299 .296 .76246
a. Predictors: (Constant), DE
(Source: author - SPSS)
There is a positive linkage between DE and Y beta=0.742, t-statistic =9.531) and
significant at 1% (p-value=0.000) , R2
=0.299. We thus confirm Hypothesis H6,
indicating that destination image is positive associated with revisit behavior in case of
Dalat. In other words, the better destination image, the more visitors return.
Be prepared you may be asked for hierachical regression analysis also
4.5. Conclusion
The objective of this study is to develop a conceptual model of destination image in
tourism and to assess the factors that can affect the quality of tourist destinations in
Dalat City, thereby affecting the future behavior of visitors when intending to return
to this city. A quantitative method was used, using a questionnaire designed and sent
directly to the customer (Natural Resources, Infrastructure, Social Environment,
Atmosphere of the place, Value of currency, Destination image, Revisit intention
behaviors) have been identified to formulate a conceptual model proposal.
The findings of this study confirm that the Destination image is an important
predictor and a major determinant of tourist satisfaction when planning to return to
the future.

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This study is consistent with several past researches alongside with (Fornell, 1992)
and (Selnes, 1993) studies on the expected positive relationship between destination
image and tourist satisfaction. (Selnes, 1993) has suggested that destination image
can be expanded to be a successful predictor of satisfaction, which in turn influences
behavioural intensions to visit. This study also conform with the findings of (Kim et
al, 2009), in which the study emphasised the destination image influences to the
decided of tourists which in turn influences behavioural intensions to revisit a
destination.
Furthermore, the study discovered the existence of an indirect relationship between
the destination image and the revisit behaviour, where satisfaction has a significant
mediating role in establishing relationship between the destination image and the
future tourist behaviours.

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CHAPTER 5: DISCUSSION
5.1. Hypotheses summary
The main purpose of the thesis is to find how visitors evaluate the quality of different
facets or attributes of a destination image at Dalat city, how satisfied they are with
Dalat, loyalty intention to revisit and decided return to visit Dalat on the next time.
The second is to investigate what “factor” is most important to explain satisfaction
with visiting Dalat. As well as to investigate how perceived quality, satisfaction and
other motivational or dismotivational factors influence behaviour intention to revisit.
The survey was carried out in Dalat city, Vietnam and sample of 215 respondents
was used. In this study, all items used to measure the constructs in the conceptual
model were adopted from previous researches and revised to appropriate to
characteristics of Dalat, Vietnam. Techniques were conducted by SPSS 23. In
particular, exploratory factor analysis (EFA) is used to explore the structure of each
factors.
5.2. Discussion
The aim of this study was to develop a theoretical model of a destination image, and
evaluate the factors that are likely to affect destination quality, which in turn
influences future behavioural intensions to revisit an intended destination. The study
results were discussed and some important suggestions were made for tourism
destination managers, tourist compamies anh customers to attract and maintain
future tourist's visits to their destinations. Furthermore, limitation of this study, and
avenues for further research was also conidered on the next part. The exploratory
analysis of destination image confirmed a five-factor solution: Natural resources,
infrastructure, Atmosphere of the place, Social environment and Value of currency.
This is in accordance with the theoretical framework (Beerli & Martin, 2004; Chi &
Qu, 2008) used in this study.
In this study, the international tourists reported that they had strongly positive
interesting the natural resources toward visiting Dalat (the mean value was 14.34). In
addition, social environment are slightly attractiveness to tourists visiting Dalat (the
mean value was 10.46). Beside that, the causual effect social environment on
destination is significant. It is logical and similar to previous studies (such as

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Crompton & McKay, 1997; Formica & Murrmann, 1998). As mentioned above Dalat
city is an famous tourism center which cutural value and humanity is appreciated,
environment is quite clean. Moreover, the wonderful natural scenery of the forest,
hill, mountains, lakes, waterfalls and diverse highland ecosystems are more attractive
to tourists.
However, the findings showed that value of currency were lowest value associated
with Dalat city (the mean value was 7.47). In the direct interview, the manger of
tourism companies answered that the impact of economic recessions and inflation
caused the currency to depreciate. This greatly influenced the decision to buy a tour
to Dalat at their company. Moreover, tourism products are still limited, not satisfied
tourists’ need. This findings support argument of (Gratton & Taylor, 1987 and Littrell
et al., 1994) that tourists not only invest time toward shopping during their travels,
but they also spend approximately one-third of their total tourism expenditures on
purchases.
In paticular, this study tested which factors are most important in explaining general
evaluation or satisfaction with Dalat as a destination. Specific, tourists were
satisfied with Dalat as a beauty of scenery; mountains; attractive achitecture of city;
quality of foods, weather, climate; festival/event, friendliness and hospitality of
people in Dalat. However, they were not satisfied as public transport, quality of
roads and traffic jams often occur during high seasons (cand.com.vn). This indicates
that Dalat seems to be a destination for those who want to discover and experience
own culture characteristics, admire the beautiful scenery of the city. This results was
accordance with the previous finding in the literature that explained the significant
relationship between destination image and satisfaction (see Chen & Tsai, 2007).
The results in this study confirmed the positive relationship between destination
image and revisit intention behavioir and the similar relationship between satisfaction
and intentional loyalty toward intention. It is logical because if the tourists feel that
the general quality of the different factors of Dalat is good, they are satisfied with
their travel. When they are satisfied, they want to recommend Dalat to others and
have intention to revisit Dalat on the next time. It is accordant with studies on

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satisfaction in the recent years (Kozak & Rimmington, 2000; Yoon & Uysal, 2005;
Chen & Tsai, 2007; Chen & Chen, 2010).
Except for age were demographical variables not related to tourists intention to
revisit. Those results are different from (Dimitriades, 2006). (Dimitriades, 2006)
found no significant relationship between age and tourist revisit intention behaviour.
However, this results is similar to previous studies which indicated in the literature
(Wood, 2004). All demographical variables, including level education, gender and
age are not effected to recommendation. Only if tourists felt satisfied, they will be
intention to recommend Dalat to others, not depend on their characteristic. This
finding are different from (McColl-Kennedy et al., 2003) and (Patterson, 2007). In
this study, age had a negative and siginificantly influence on revisit intention
behaviour of tourist. The results about age explained that from 18-28 years old group
were the most satisfied with Dalat. Therefore this group had intented to revisit Dalat
more than other group. It may explain that the young people is more satisfied with
visiting Dalat and has intention to revisit Dalat higher than the other group age. This
useful information for planners and marketers in tourism industry in Dalat. Because
of this findings, the tourism local authority and marketers could give more strategies
and policies to attract tourists visit and revisit this city. In summary, this study
contributes to the literature on revisit intention behaviour.
None in this part is considered a proper discussion of the research carried for this
thesis purpose
5.3. Recommendation for further application
5.3.1. Theoretical implication
There has been a plenty of research on revisit intention behaviour in the world and
Vietnam, as well as in tourism industry. However, previous research focuses on the
general customer's loyalty for the destination image.
Result of this research stresses the strong impact of factor such as: natural resources,
infrastructures, atmosphere of the place, social environment on destination image.
The destination image also creates the word of mouth and then creates the tourist's
revisit intention behaiour.

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The major findings of this study have significant managerial implications for
Tourism Destination managers, Toursit Companies and Visitors. First of all, due to
the tourism developing activities in Dalat, the competition and the challenges
amongst the tourist destinations are accelerating ever so fast . Thus, forcing the
destination management to gain a better understanding of why destination image is
critical to destination choice process and what encourages travellers to visit a
particular place.
Secondly, Destination management should understand the significance of destination
image as an essential antecedent of satisfaction, besides managing the factors
associated with Destination image and addressing the Destination image in promotion
campaigns and both internal and external communications.
Moreover, destination Managers should monitor the repeat and renewal destination
continuously to understand the effect of the factors dimensions on relative
performance as well as the effects on destination's marketing strategy.
Last but not least, it is important for managers to analyse the impact of destination
image on satisfaction of tourists. Insights into the importance of the destination imge
enable tourism managers to increase their saliency for targeted visitors. This, in turn,
enables the identification of destination image that compete against other destinations
from a tourist perspective. This strategy enables the managers to evaluate the relative
position of their destination image in terms of competition, and consider the
uniqueness and superiority of their destination.
Result of this research has some points different from the previous researches as the
consequence of its characteristics. This result will help to clear the theoretical side of
finding out marketing strategies for Dalat city. As results above, several things must
be considered are the revisit intention behaviour of tourist focusing on the natural
resources rather than value of currency as well as the infrastructure.
5.3.2. Managerial implication
Based on the above conclusions of the results, specific recommendations are
proposed for the following marketing strategies:

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For marketing strategies, these destination managers face the problem of what to
invest in, how to build the marketing strategy steps that match the level of customer
loyalty.
Based on these results, the following strategy is recommended. Managers should
develop a long-term strategy focused on pleasing tourists that is a sustainable way to
retain and if the intention of returning to visit is maintained. It requires destination
managers to show their efforts to plan the improvement of destination image quality,
air environment, climate, infrastructure, social culture…
Managers should set a goal in a short time to create the reason, the intention of
returning visitors. Based on this research, the first stage is to increase advertising in
the mass media. The goal of the first phase is to create a clear impression of value
and cost as well as improve destination image. When achieving the goal of the first
step, the loyalty of visitors will increase rapidly and word of mouth will occur for
other visitors to visit. The second phase is to perfect the quality of service, especially
human resources for the destinations. The third phase is to increase the different
items to serve the curiosity and psychology of exploring new attractions of the
tourists.
For tourist's revisit intention behavior, based on this research, sights can be
considered as the key to getting intending to return to a customer's visit. Building
quality destination image is not an attempt by a particular business manager, but
requires control of all other impact factors. Business managers need to coordinate
with local authorities and people as well as tourism development strategy makers in
developing and protecting resources and other impacting factors. In addition, it is also
necessary to receive customer feedback to control and ensure all activities will lead to
customer satisfaction at tourist attractions in the city.
The results of this study have shown that destination image has an impact tourist’s
revisit intention behaviour. When considering the division of the place of birth of
customers, it is easy to find a group of visitors from Ho Chi Minh City as well as
focusing on the young age group. This means that the attractions in Dalat city always
attract a large number of customers from Ho Chi Minh City. Destination image can
be built by visitors' perceptions of beauty and crowd trends.

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5.4. Recommendation for further research
This study has several limitations that need to be considered for future research.
Firstly, the study was carried out in Dalat city. Primary data had to collect from
domestic tourists visiting Dalat. Beside, at this time is the summer holiday season in
Dalat and has the disadvantage weather. This effected to international tourists and
tourist’s psychology afraid to travel to Dalat, thus the population of this study was
limited to domestic visitors. The sample size constituted 215 respondents and
they are not statistically representative to the total population in Dalat and Vietnam.
To overcome this limitation, future research could conduct in different seasons,
collect to a larger population and extend the research scope to another famous
tourism city in Vietnam.
Second, the limit of sample is the customer age over 17 so can not supply the
analyzing what factors influence in groups of young age customers. So, future
research can widen the cover of research to supply more information and explain
clear picture of what impact of revisit intention behaviour.
The future studies should apply this study model with the segmentation the other
tourists from many place in Vietnam, which not practiced in this study. Because each
tourist has own characteristic such as age, social classes, habit, decided, custom and
so on. This effected to evaluate and feeling of each tourist and to decide to return or
not. This is an important issue for tourism marketers to give many strategies which
can be satisfied with many kinds of tourists.

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BIBLIOGRAPHY

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Index

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Appendix
????

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