THE IMPACT OF DESTINATION IMAGE AND PRICE FAIRNESS ON TOURISTS' REVISIT INTENTION: EVIDENCE FROM THE POST-MERGER HO CHI MINH CITY
DOI:
https://doi.org/10.62985/j.huit_ojs.vol26.no3E.618Từ khóa:
Destination image, Price Fairness, revisit intention, perceived value, S-O-R Model, Ho Chi Minh City.Tóm tắt
Despite more than two decades of research on tourist behavior, the mechanisms through which destination image and pricing perceptions jointly influence tourists' revisit intention remain insufficiently understood. This paper addresses a critical theoretical gap: the near-complete absence of "Price Fairness" as a standalone construct in existing destination image–revisit intention models. Drawing upon the Stimulus-Organism-Response (S-O-R) framework, Equity Theory, and Expectancy-Disconfirmation Theory, the study proposes an integrated conceptual model comprising eight hypotheses. The model positions Destination Image and Price Fairness as independent stimuli; Perceived Value and Tourist Satisfaction as mediating psychological states; and Revisit Intention as the ultimate behavioral response, with Novelty-Seeking as a moderating variable. The empirical context is Ho Chi Minh City, following the national administrative restructuring under Resolution No. 202/2025/QH15 (effective July 1, 2025), which created a unique "urban super-destination" with significant spatial price variation. A 22-item measurement scale adapted from validated international instruments is proposed for subsequent empirical validation using PLS-SEM. This paper offers a robust theoretical foundation for sustainable tourism development strategies for destination restructuring in Viet Nam.
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