ENHANCING PERCEIVED VALUE IN EMERGING TOURISM DESTINATIONS: THE ROLE OF DESTINATION IMAGE, EXPERIENCE, AND SATISFACTION – INSIGHTS FROM DA NANG, VIETNAM
DOI:
https://doi.org/10.62985/j.huit_ojs.vol26.no3E.611Keywords:
Da Nang tourism, destination image, destination satisfaction, destination experience, perceived value.Abstract
Vietnam’s tourism industry has rebounded significantly following the COVID-19 pandemic, with international arrivals nearing pre-pandemic levels. In this context, Da Nang has emerged as a rising tourism destination, attracting international visitors with its unique offerings and growth potential. However, research on the factors that enhance tourists’ Perceived Value in Da Nang remains limited, especially compared to well-established destinations. This study addresses that gap by examining the interplay between Destination Image, Destination Satisfaction, and Destination Experience in Da Nang, offering insights into the unique challenges faced by emerging destinations. Using Partial Least Squares Structural Equation Modelling (PLS-SEM), data from 316 tourists visiting Da Nang were analyzed. PLS-SEM was chosen for its ability to model complex relationships and handle small sample sizes typical in emerging destinations. The findings reveal that enhancing Destination Image and Satisfaction is critical for boosting Perceived Value. Destination Image plays a pivotal role in shaping both tourists' experience and satisfaction with the destination, while Destination Experience directly influences satisfaction. To practically implement these findings, tourism stakeholders, including local authorities, could focus on targeted marketing campaigns that highlight Da Nang’s unique cultural and natural attractions, such as its coastal landscapes and heritage sites. Additionally, enhancing tourism products by introducing immersive cultural experiences, such as cooking classes or local craft workshops, could enrich the tourist experience. Strengthening infrastructure and services, such as improving transportation and customer service standards, would also improve satisfaction. These actionable recommendations can help Da Nang position itself more competitively in the regional tourism market. By addressing the specific needs of emerging destinations, this research not only contributes to Da Nang’s development but also expands the broader understanding of how tourism policymakers in similar markets can leverage key factors to enhance tourists' perceptions and experiences.
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