Factors Affecting Revisit Intentions at Spiritual-cultural Tourist Destinations in Vietnam

This study explores and tests the different factors affecting the revisit intentions of visitors to spiritual-cultural tourist destinations in Vietnam. A sample of 460 tourists participated in the study, which used AMOS software to test the relationship between the constructs and evaluate their reliability and validity. The research findings confirm that tourist satisfaction helps mediate the relationship between each emotional factor and visitors’ intentions to revisit spiritual-cultural sites. Four factors influencing tourist satisfaction in Vietnam are: (1) individual learning and research needs; (2) personal preference; (3) perceived value of site; and (4) religious belief. The fi ndings from the tests in variances indicate that the strength of the relationship between visitor satisfaction and revisit intention was different across male and female groups and stronger in female groups. Based on these findings, the paper gives recommendations for destination management organisations about how to better exploit cultural and spiritual tourism products, thus, diversifying tourism products and increasing their perceived value. Such measures will soon expand the spiritual-tourism destination choices of tourists.