Luận văn destination brand experience dbe affects revisit intentions and word of mouth recommendations

Abstract Purpose: The purpose of this study is to examine the factors of Destination Brand Experience DBF affect Revisit intentions and Word-of-mouth recommendations Methodology: This s

VIETNAM NATIONAL UNIVERSITY, HANOT

INTERNATIONAL SCHOOL

GRADUATION PROJECT

Destination Brand Experience (DBE) affects Revisit intentions

and Word-of-mouth recommendations

Supervisor: PhD Bui My Trinh Student: Nguyen Ta Trang

Contents

TBtRODU GH On wsisssvccsssssccrsessannsnsionizcenocnen canes

Aim of study

Significant of study

Chapter 1: Literature reviewW -cccccee lS

1 Marketing Concept in Tourism 4g hung 08/8048 xí i 1S

2 Destination Branding Literature ELAS eS rere!

Chapter 2: Theoretical Framework and jWpalies —

3.3: Target audiénce to Condtict the Survey acsscsscescssvsseussessvsawsiwisaincvceseneveseie tee

Psychographic Segmentation me)

3|Pa

4.5 Measurement Model cà oxi ri 46

4.5 The latent variable correlation matrix: |Discriminant validity Al

4.6 Model Fit Summary

Chapter 5 Discussion and Reconunendation

ACKNOWLEDGEMENT

After four years studying at International School - Vietnam National

University, I would like to recognize those individuals who have had an influence

on my research, my job and my life and have made it worth recalling

Above all, T would like to express my deep gratitude to my IS-VNU

lecturers and assistants It is such a pleasure for me to have learned from them, to

have appreciated their passion for international business and to have enjoyed their

detailed guidance

I would like to deliver my faithfully thanks to PhD Bui My Trinh as my

great thesis instructor [ler timely comments with great passion is the source of

motivation I have always received in the research cycle on my thesis | sincerely

hope to have prospects for future work with her

1 would like to sincerely thank to my friends in the Class of 1B2016( ‘Thank

you for having been with me through happiness and a student's life worries ] wish

them truly a daunting yet satisfying future

My deepest thanks ga out to my family personally I cannut be completely motivated to finish this thesis particularly without their unconditional help

Hanoi, May 2020 Yours Sincerely,

Nguyen Ia Trang

LETTER OF DECLARATION

Thereby declare that the Graduation Project “Destination Brand Experience (DBE)

affects Kevisit intentions and Word-of-mouth recommendations” ts the results of

my own research and has never been published in any work of others During the

implementation process of this project, [have seriously taken research cthies: all

findings of this project are results of my own research and surveys; all references

in this project are clearly cited according to regulations

take full responsibility for the fidelity of the number and data and other contents

of my graduation project

Hanvi, 2020

6| Page

Abstract

Purpose: The purpose of this study is to examine the factors of Destination Brand

Experience (DBF) affect Revisit intentions and Word-of-mouth recommendations

Methodology: This study developed a comprehensive research framework that

fucuses on the influence of consumer perception of factors of Destination Brand

Experience affect Revisit intention and word-of-mouth recommendations through visitor's satisfaction This study collected data from a sample of more than 300

Vietnamese respondents ‘The program SPSS and AMOS were used to analyze the

data

Findings: The findings show that the perception of the order of impact of factors

on Satisfaction (Sat) in descending order includes: Sensory (Sen), Intellectual (Int) and finally Bchavior (Bch) Visitor satisfaction intlacnees their bchavioral

intentions (intention to return to a tourist destination and their willingness to share

the travel destination with others around them) The covid-19 Lpidemic has a

customers feel more and more concerned about the Covid- 19, their intention to

return to travel destinations decreases

Implication:

Research implication: Additional research could be conduct to explore with one or

many particular types of [Destination Brand Experience and help marketer to

enhance DBE

Practical implication: ‘This study help marketers to enhance Destination Brand

Experience to attract and satis[y tourists and [ind out future tourism development

in general and after the covid-19 epidemic season in particular

Keywords: Destination Brand Experience, DBE, Revisit Intention, Word-of-mouth

recommendation, Sensory Destination Experience, Behavioral Destination

Experience, Intellectual Destination Experience, Satisfaction, Covid-L9 pandemic

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Table of notations and abbreviations

Wom Word-of-mouth Recommendation

Table 5 Descriptive statistics of respondents’ demographics 39

Table 7: Reliabilities among the variables 4i

Table 8: Test KMO and Bartlett for factors in research model 44

Table 11: Reliability and validity of the constructs 46

Table 12: The latent variable correlation matrix: 47

Discriminant validity

Table 14; Test results of research hypotheses 52

10|Page

Figure 2: Research model 5g

Figure 3: SHM results of the standardized research model

49

Vietnam is rated as one of the 10 countries with the fastest tourism growth in the

world The year 2019 marks the competitiveness index of Vietnam's tourism which

is continuously improved in the rankings of the World Economic Forum (WEF) In

3 times of ranking (every 2 years), Vietnam's tourism increased by 12 places, from

75/141 economies (in 2015) to 63/140 in 2019 In recent years, many Tourist destinations have developed as a tourist brand, attracting many domestic and

foreign tourists

Brand experience is a practical test that identifies what the brand says (promotes

the brand) with what the brand offers We do not distinguish between visible or

invisible sides; rationality or awakening of a brand The most important and most

important thing is whether the brand can fulfill its commitments and bring positive

values to improve the quality of life of people Destinations are amalgamations of tourism products which give consumers an integrated experience Destinations are

historically seen as well-defined geographical areas, such as a region, an island or a

town (Davidson & Maitland, 1997 Hall, 2002)

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Branding of destinations started to gain popularity in the late 90's (Oppermann,

2000) Being the core theme of the Annual Conference of the Travel & Tourism Research Association 1998 caused some of its exposure (Ritchie & Ritchie, 1998)

Many examples of destination branding were presented at this conference, such as

Canada, Oregon, New Orleans, Hawaii, among others (Ritchie & Ritchie, 1998),

development (Gnoth 1998) the topic had previously been developed by

researchers in the field of image study of destinations (Ritchie & Ritchie 1998)

In short, Brand experience is the feeling of customers when directly contacting the

brand or using the product The results of actual exposure to the brand can range from very disappointing to very enjoyable Such long-lasting brand impressions,

which are stored in customer memory, can influence consumer satisfaction and

loyalty over time (Oliver, 2000; Reicheld, 1996)

Aim of study

The aim of this research is to determine whether Destination Brand Experience is a

significant determinant of the visitor outcomes including satisfaction, intention to

revisit a destination and word-of-mouth intention and whether the perceived risk

affects travelers’ travel decisions In particular, by using an experience model and a

range of destinations, I would like to determine which elements of DBE impact on

the visitor feeling

Significant of study

The intention to return to a customer's destination and the intention to introduce the destination to those around him play a significant role in the development of that place Recognizing the influence of customers' travel experience on the development of a tourist destination, there have been many studies on this topic in

the past: (Almeyda-Ibafiez_& George 2017, Barnes Mattsson, & Sorensen,

2014), However, the results of these research have not been consistent This research will supplement experimental evidences about the effect of “Destination

brand experience” to revisit intention and word- of- mouth intention and in the

increasingly complex situation of the Covid-19 epidemic, I hope that this study

will help us to assess the impact of the disease on tourist intentions From there,

give suggestions and solutions to improve DBE in particular and tourism development in general

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Chapter 1: Literature review

1 Marketing Concept in Tourism

Numerous conceptualizations have been applied in the emerging literature on

tourism marketing to clarify and describe tourist behaviour, most of them adapted

from the conventional marketing literature (J L Aaker, 1997, Keller, 1993), One

main strand of literature within this changing literature base is that on destination

branding Table 1 offers an overview of main branding principles relevant to

marketing literature and adapted to the sense of tourism In each case the original

concept name and early marketing references are given in the tourism research

literature along with the name and a selected description of the adapted term

Table 1

Overview of Main Branding Principle applied in the Tourism Context

er, 2004; Brand Identity 2002)

Kapferer,

brand strategist

Newman Destination

Brand Image

Consumer-

Customer-Based (Keller Based Brand

Brand Equity 1993 Equity (for a

" ,." People hold the

sum of their beliefs

destination They are

& brand awareness

Gartner, Brand value means a

Ekinci, &

Uysal

2006;

Destination " " Set of human

2 Destination Branding Literature

Much work in the field of destination branding has centered on destination image,

Sanchez, & Sanchez, 2001), while more recently some researchers have tried to

incorporate destination image with other branding principles (Hosany et al 2006:

Nandan 2005) In conclusion, the destination branding literature has grown

significantly over the past decade and a half, and has had important consequences

for the management of travel destinations, evolving into a rich source of practical

research (Boo et al 2009; Buhalis 2000).(Brakus et al 2009) shows that the

existing brand structure does not provide comprehensive, general concepts, not

including the entire experience impacting on consumer behavior from which we

have not fully stimulated the brand Brand experience helps us to evaluate a gestalt

of experiences fully and properly "Brand experience" is about what customers

feel, feel and respond to a brand (Brakus et al., 2009)

(Brakus et al., 2009) has also been shown that most customer experience studies

have focused on the characteristics and attributes of products and goods They

inspect philosophical, intellectual and marketing experience literature to expand

the concept and measurement of brand experience From research of (Brakus et al

2009), previous work of (Pine, Pine & Gilmore, 1999) in peddle environments and Schmitt, 1999) for a variety of consumer product brands, Brakus classified five

key areas of consumer experience: sense, feel, think, act and relate

(Brakus _et_al., 2009) “Today we can easily recognize that tourist destinations

around the world are introducing and promoting in the same way They use images

of nature, people, general messages and emphasis: “escape and discovery” —

Ritchie & Hudson, 2009) studied for Canada and pointed out that: To compete

tourism with countries around the world, Canada must implement a good strategy

“Brand Canada” - Branding the destination experience instead of the physical

characteristics of its travel, catching the attention of the user with a more

compelling and urgent purpose to visit

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Wongpan_& Khamwon, 2016) has been a study on "Destination Brand

Experience, Satisfaction, and Behavioral Intention" of tourists The MICE

industry's destination brand experience at Khon Kaen consisted of 4 dimensions

sensory, affective, behavioral, and intellectual experience These factors reflect

research carried out in the context of tourist attractions in Denmark and Sweden

(Barnes et al., 2014) Destination brand experience, through satisfaction, has

explicitly and indirectly affected behavioral intent The brand experience model of

destination has succeeded in explaining 73 per cent of the variance in behavioral

intent, which includes word-of - mouth and revisit intentions It confirms that in a MICE tourism this marketing principle is a significant factor in conduct purpose

The study's findings help increase knowledge and insight into the literature on, tourism marketing

Brand experience arguably a very important tool to gain a competitive advantage

(Kumar _& Kaushik, 2018) conducted with the purpose of criticizing the performance of destination brand experience (DBE) in determining the holistic view of tourism destinations Results also show that DBE affects all tourist behavioral results, namely trust in the destination and loyalty to the destination

With regard to the relationship between brand recognition and loyalty, the results

are consistent with previous research (D.A Aaker & Joachimsthaler, 2004; Kuenzel & Halliday, 2008

In the sense of tourism destinations, some researchers have also demonstrated

support for this relationship (between identity and loyalty) (Stokburger-Sauer, 2011) Similarly, current literature also supports finding the relationship between

DBE and Destination Trust, Satisfaction in both studies (So et al., 2013; Williams,

2001) Finally, the results indicate that destination trust has a positive and

important impact on destination loyalty, consistent with the findings in the current

branding literature (Delgado- Ballester & Munuera- Aleman, 2001),

However, previous studies have not shown the Destination Brand Experience

relationship with the satisfaction and intention to return of visitors in the field of tourism

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Chapter 2: Theoretical Framework and Hypotheses

1: Theoretical framework

Brand experience refers to all forms of goods and services like nuanced

experiential goods such as those used in tourism (Buhalis, 2000) There is a established literature that connects aspects of destination branding to satisfaction

and brand loyalty including the scales mentioned above (Chi & Qu 2008, Nam,

Ekinei, & Whyatt, 2011)

Similarly, (Brakus et al., 2009), building on the earlier work of(Pine et al 1999),

note that ' since experience offers meaning, we believe that the more experience the brand evokes, and thus the higher the overall score on the scale, the more satisfied the customer would be with the brand’ (p 63) They argue that this would

impact future-oriented decision-making because brand interactions produce pleasurable results: consumers are more likely to make repurchase and recommend

to others(Brakus et_al 2009) However, previous studies have not shown the

Destination Brand Experience relationship with the satisfaction and intention to

return of visitors in the field of tourism

Therefore, I believe that this study will bring an objective and meaningful result to understanding and examining the relationship of Destination Brand Experience with Behavioral Intention (Through tourists’ satisfaction) because visitor loyalty is

often measured through two main structures: the visitor's intention to review the

destination and their willingness to recommend the place to others It is important

to note that the model of brand experience structures can vary depending on the

1.1 Destination Brand Experience concept

Brand is a term that is mentioned frequently in both academic and practical terms

The definition of brand is very diverse, however, they can be classified into two main points: traditional and integrated (Tho & Trang, 2008) According to the

traditional view, "A trademark is a name, a word, a sign, a symbol, a drawing or a combination of the above factors in order to identify a product or service of a seller and differentiate products (services) from competitors ” From a general point of

view, a brand is not just a name, a symbol (tangible aspects) but it is much more

complex: A brand is a collection of expectations and associations from the

experience of customers with a product (company) (Davis 2002) From this

perspective, the brand is considered to be a broad element in which the product is

an integral part of the mission of satisfying the needs of its customers

Destination is a complex concept and is perceived by different goals From a

traditional point of view, a destination is considered a well-defined geographic area; such as a country, an island or a town (Hall, 2002) As a result, destinations

are often divided by geographical and political barriers However, many researchers have considered the destination to be a perceptual concept, which can

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be subjectively perceived by tourists, depending on the travel itinerary, culture, and

purpose of visit, educational level

Brand experience is conceptualized as sensations, cognitions, and behavioral

responses evoked by brand-related stimuli that are part of a brand's design and

identity, packaging, communications High brand experience influence satisfaction,

and loyalty

Destination brand experiences also combine intellectual experiences that challenge

people to think about a branded place These brand experiences can result from

behavioral experiences that involve a tourist’s performing actions such as fly the

kite, and dancing (Brakus et al., 2009) Destination brand experiences (DBE) may also become affective by having time with loved ones and participating in

activities(Brakus et al., 2009; Kim, Ritchie, & Tung 2010) For example, Quang

Nam develops tourism in Hoi An in the image of an "ancient city imbued with the

traditional culture of the nation" Tourists coming to Hoi An experience as in the years "very ancient", very "peaceful" and friendly with nature

1) Sensory brand perception refers to body perceptions focused on visual, aural, gustatory and tactile sensations, such as the sound of outdoor market activity, the taste of food, the feeling of sand underneath one's feet, the

beauty of the skyline of the area, or the scent of the forest

2) Behavioral brand experience refers to physical actions, physical experiences,

such as being encouraged to dance in the ocean's nightclub or windsurf

3) Eventually, intellectual brand experience refers to thinking, curiosity

enhancement and problem-solving, e.g a thought-provoking museum

display or purchase of economic souvenirs

1.2 Satisfaction concept

Traveler satisfaction is regarded as the satisfaction of the tourist destination It

includes satisfaction on many sides (restaurants, hotels, the environment, people, ), Customer satisfaction is an important factor that decides the intention to return

to travel and introduce tourist destinations to everyone

In order to compete with other famous destinations, the tourist destination must put

customer satisfaction first, making customers feel they are more important than

anything (Confente 2015; Oh Fiore, & Jeoung 2007) developed a measurement called SERVQUAL to assess the quality of services and products SERVQUAL is

widely applied in the fields of service with five important elements

e Tangibility: Quality of equipment, physical facilities, personnel, and

communication materials

© Reliability: The ability of provider’s to deliver the promised service in a

dependable and accurate manner

* Responsiveness: The willingness of the provider and employees to help

customers and provide service quickly

e Assurance: The knowledge and kindness of employees as well as their

ability to convey trust

e Empathy: Ability to provide care and attention to customers

Customer satisfaction brings benefits related with destination performance Much

research (Chea_& Luo, 2008; Gounaris, Dimitriadis, & Stathakopoulos 2010;

Szymanski & Henard, 2001) provides the outcomes of customer satisfaction:

© Consumers’ complaining behavior

© Loyalty towards brand

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* Recommendation

© Intention to repurchase / repeat visits

(Kau & Lim, 2005; Kozak & Rimmington, 2000; Yu & Goulden, 2006) indicates that the higher the level of satisfaction, the higher the intention to return to that

tourist destination Tourists introduce destinations to relatives and friends to make

the destination more popular and arouse the desire to explore the word "potential

tourists" Satisfaction also brings financial benefits when reducing marketing costs

while still attracting new potential customers

1.3 Behavioral Intention

Behavioral intention comes from Theory of Reasoned Action (TRA) and Theory of

Planned Behavior (TPB), emphasize that the actual behavior can be predicted from

intention which is directly related to the behavior (Fishbein & Ajzen, 1980)

Behavioral intention includes “Revisit Intention” and “Word of mouth Intention”

Behavioral Intention comes from the love, beliefs of tourists to the destination that

left them impressed

2 Hypotheses

HO: Different gender influences the decision to return to your destination

Fang, Wen, George, & Prybutok, 2016) has a research provides a framework for

exploring the effect of gender and age on perceived interest, in order to better

on a survey of 651 online shoppers, the empirical evidence shows that both age and

sex can affect the intention to buy back online Applied to tourism, I want to examine the relationship between gender and my intention to return to the tourist destination

H1 A positive Sensory Destination Brand will boost visitor satisfaction with the

destination.(Agapito, Valle & Mendes, 2014) found that sensory dimensions of destinations have become the subject in the cycle of promoting meaningful tourism

encounters as an important element This research explores a systematic approach

to the five external human senses, with the goal of collecting concrete sensory- informed themes that are suitable for segmenting rural visitors 181 visitors in

Portugal have compiled a self-administered survey in four languages An analysis

of various communication reveals four sensory-informed patterns, tentatively

referred to as common beach-related experience, experience focused on nature,

calm experience, and rural experience The concepts introduced lead to a four-

solution tourist cluster that offers various profiles The largest section corresponds

to the rural experience, to which tourists relate mainly to the taste of local food and the smell of fresh air (Agapito Mendes & Valle 2013) discussed the theoretical underpinnings of the sensory dimension of tourist experiences, and to examine the

methodologies and managerial findings of the empirical research, following a holistic approach to the human senses in terms of the destination overall

experience In this study it is argued that the analysis of the sensory dimension of

tourist experiences is relevant, since: (a) human senses are crucial to the individual’s perception of the world; (b) sensory stimuli influence consumer

behavior; and (c) places and environments, such as destinations, are multi-

sensorial, providing multi-sensorial encounters Therefore, multi-sensory

26 | Page

information regarding tourist experiences seem to be important in destination

marketing and management

H2 A positive: Behavioral Destination Experience will boost visitor satisfaction Ozturk & Gogtas 2016) analyzed data collected in Honolulu , Hawaii for the

island of Oahu in 2013 Satisfaction with attributes like transportation, health, on-

shore activities or sightseeing tours and prices have a strong impact on destination

satisfaction The findings delineate the variables that planners and managers will

concentrate on in their attempts to improve customer satisfaction with a destination

and thereby increase the probability of return visits and positive word of mouth

H3 A positive: Intellectual Destination Experience will increase visitor

satisfaction Other work has shown a positive relationship between intellectual

destination brand experience and satisfaction (Chinomona, 2013; Sahin, Zehir, &

Kitapgi, 2011; Taleghani, Largani, & Mousavian, 2011) The same findings were also found by , and by Barnes et al (2014)

H4 Visitor intention to revisit the destination is influenced by higher visitor satisfaction (Raza Siddiquei Awan & Bukhari, 2012) has found a connection

between quality of service, perceived interest, loyalty and desire to revisit in the

hotel industry First of all the relation between the dimensions of service quality and the dimensions of perceived value was important But only one dimension

(consistency in service) has a positive relation,

There is a strong body of literature related to tourist satisfaction, commonly seen as

a post-purchase assessment (Oliver, 2000) , and destination loyalty in the tourism

context (Alexandris, Kouthouris, & Meligdis, 2006; del Bosque & San Martin

2008) In marketing studies it has been shown that, when customers are satisfied

with the product they buy and use, they will intend to return to buy and continue using the product Moreover, customers are willing to share and introduce good

products to those around them to become new customers (Reicheld, 1996; Van den

Poel & Lariviere 2004) In the field of tourism, the relationship between fear of

customer satisfaction and the intention to introduce their products also has a

positive relationship This has been proven in many previous studies (Assaker,

Vinzi, & O’Connor, 2011; Campo-Martinez, Garau-Vadell, & Martinez-Rui:

2010; Yuksel, Yuksel, & Bilim, 2010),

2013)found an important mediating effect for satisfaction between product or

service quality and customer loyalty (Brakus et _al 2009)state that: ““brand

experience is also likely to result in further processing and thus affect satisfaction and loyalty indirectly’’ (p 63) and demonstrate experimental evidences for equal

direct and indirect effects of brand experience on loyalty (is shown through

satisfaction) However, as yet, the role of satisfaction in mediated relationships

between individual brand experience components and loyalty is not been analyzed

We therefore intend to explore the mediating role of satisfaction between a model

28| Page

of individual Destination Brand Experience constructs and brand loyalty

components

H6 A negative: Perceived Risk will decrease visitor revisit intention

Despite the importance of perceived travel risk and destination image,

relatively few studies address the impact of perceived travel risk on

destination image creation and the role of destination image mediation That

study (Chew & Jahari, 2014) draws new insights by analyzing (1) the impact

of perceived risks on the destination image, and (2) the mediating role of

destination image between perceived risks and the revisiting intention of

repeat tourists to a risky destination The study found substantial linkages between two perceived travel risks and the picture of the destination In re- forming cognitive and affective perceptions of the destination, Malaysian

repeat visitors are likely to be affected both by socio-psychological risk and

financial risk

Figure 2: Research model

30|Page

Chapter 3 Methodology

3.1: Research Design

Quantitative research is defined by collecting quantifiable data and performing

statistical, mathematical, or computational techniques as a systematic investigation

of phenomena Quantitative research uses sampling methods to collect information

from existing and potential customers, and to send online surveys, online surveys,

questionnaire After having understood these numbers carefully to predict the future of a product or service and make changes accordingly This research used a

survey to examine relationships between variables in order to identify the

hypothesis and to describe the connection 5 elements (SEN, BEH, INT, SAT, RET,

questionnaire was created and sent to potential participants at no cost thanks to the

online Google form Another reason is the questionnaire is used because of confidentiality forthe respondents It allows complete invisibility, which

maximizes the comfort of those who respond This confidentiality keeps

respondents at ease and encourages them to answer (Debois, 2016)

3.2: Sampling

When researchers conduct research about a group of people, it’s rarely possible 1a

collect data from every person in that group Instead, researchers select a sample

The sample is the group of individuals who will actually participate in the research

There are two types off sampling methods: Probability sampling volves random

selection, allowing you to make statistical inferences about the whole group Non-

prabability sampling involves non-random selection based on convenicnee or other criteria, allowing you to easily collect initial data Results of 300 questionnaires

sent, the author collected 289 responses (96.3% rate) After that, removing the next

43 votes {ratio 14.9%) did not meet the demand because tourists lacked

information in the investigating factors ‘Ihe results obtained 246 satisfactory

questionnaires for official analysis The number of collected samples is classified

and aggregated, Valid samples are processed and analyzed via SPSS 22.0 software

T use the frequency analysis table to scan all observed variables to find the

variables with missing or missing information using SPSS 22.0 software The

results showed that no variables were found to have false information As such, the

data has been cleansed and analyzed

32) Page

3.3: Target audience to conduct the survey

Table 2: Target audience

1 Age: > 15 years old

Gender: Male/ Female/ Bisexual

3 Income: people who have income and

no income

4 Family Situation: Married and

unmarried

5, Education: All levels of education

6 Kthnicity: All Ethnicities

Demographic

Personality trait: open

Positive attitude, frankly

Ilobbies: Traveling

Psychological influence: Psychological

stability

Psychographic Segmentation

pee

- Purchasing and Spending Habits: ‘lend to spend

1 City: Due to the lack ef conditions, the tesearch was conducted in the following erlics: Ha Noi, Phu Tho, Quang Ninh, Yen Bai, Thanh Hoa, Hoa Pinh, Ninh

Binh, Ngho An

2 Country: VietNam

Geographic Segmentation

3.4 Methodology

In order to ensure the accuracy and generalization, ihe data in this study will be

implemented by the "quantitatrve” method Specifically, a questionnaire will be

designed to send lo the subjects for them to conduct the survey The survey

consisls of 22 multiple choice questions, of which 16 questions the recipient will

have to answer on a scale from ] to 7 respectively:

b Abroad

Part 2: Information Extraction

Using a scale of | to 7 to help the respondent rate a score

7 Senl

The destination brings a good impression on the emotions, makes

you feel very attractive

(For example, during a tour, you discover the scenery of the Night

Market, the river)

9 Sen2 | In that place, you have new feelings from: You get welcome from

the hotel, friendly city, unique architecture

11 Sen3 The people at the tourist site are very friendly with the visitors,

making you feel welcome

1 2 3 4 3 6 7

12 Behl | You have participated in tourism activilics here such as boaling,

pottery making,

13 Beh2 | ‘The tourist destination has given you unique experiences about

local tourism activities

14 Beh3 | Tourist places with exhibitions, or local tourism products arouse

your curiosity and interest