Effect of tourist satisfaction on revisit intention in Can Tho City, Vietnam

The research goal is to identify the essential components of visitor satisfaction that influence future return intentions. The quantitative method and the deductive approach were implemented with a sample size of 300 tourists in Can Tho city, Vietnam after sending the survey questionnaire to 15 experts and receiving positive feedback within two weeks. The researchers used the main method to evaluate the data, which was structural equation modeling. The findings illustrated those three factors including cultural contact, perceived value, and green practices noticeably impact visitor satisfaction leading to their intention to visit again, with cultural contact being the most significant influence. At the same time, this helps researchers better understand the intention of tourists to return. Service quality and novelty seeking have negligible influence on tourists’ willingness to revisit the location. The valuable data of this study can inform tourism and hotel managers about their customer groups by encouraging visitors to engage in value-creating activities, cultural exposure and promotion of ideas related to green tourism. On the other side, this study contributes hospitality-related material resources for the following research and provides recommendations to create strategies for tourism regulators and hospitality businesses to promote visitor satisfaction and return. This study aims to identify the essential components of tourist satisfaction that encourage repeat visits. The questionnaire was reviewed and received good feedback from more than ten experts after which the survey was conducted with 300 tourists coming to Can Tho city, Vietnam. Through structural equation modelling, the findings illustrated those three factors including cultural contact, perceived value, and green practices noticeably impact visitor satisfaction leading to their intention to visit again, with cultural contact being the most significant influence. This also helps academics understand visitor return intentions. Tourists’ inclination to return is unaffected by service quality and novelty. This study’s findings can help tourism and hotel management understand their customers by encouraging value-creating events, cultural exposure, and green tourism initiatives. This study provides necessary resources for future research and recommends strategies for tourism regulators and hospitality firms to increase tourist happiness and repeat visits.