A Study of the Relationships among Destination Image, Brand Personality, Satisfaction and Loyalty – A Case of Sapa Town-Viet Nam

• Main Authors: TRAN XUAN LOC, 陳春祿
• Other Authors: Tsai, Chang Ching
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/82573195591020090553

碩士 === 國立高雄應用科技大學 === 觀光與餐旅管理研究所 === 101 === Abstract Sapa is a famous scenic spot for stay in summer in the inland Viet Nam. It is at an eleration of 1500 metres and its climate is cool in the four seasons. Besides, it has its particular customs and lifestyle. It has been constructed into a high-class resort by Frenchmen in the beginning of the 19th century.Until now, it is still one of the most attracting regions for tourists to visit or enjoy a vacation in Viet Nam. However, because the vacation spot in Sapa locates under the foot of Fansipan, which is the highest mountain in Viet Nam, the traffic is inconvenient. The government and proprietaries invest less on the infrastructure in Sapa, and it doesn’t have high-class hotel as well as recreational resort hotels. Therefore, it’s very difficult to appeal the visitors, who love the high-class service quality, to go to Sapa for vacation. The above-mentioned reasons will affect the service quality, and visitors’ satisfaction and loyalty for Sapa. How to attract more visitors to go to Sapa for vacation is the most important topic of developing tourism in Sapa. This research focuses on discussing the relationship among destination image, brand personality, satisfaction and loyalty from visitors. The study can be the reference for related organizations and proprietaries. The subject of this study was the local visitors in Viet Nam and sampling was used to survey questionaries from May 12th to 26th in 2012.To sum up,400 questionaries were delivered and 394 ones were received. The recovery reaches 98.5%, and 54 invalid questionaries were deleted.So that the remaining valid questionaries were 340.The availability ratio is 86.3%.The study uses SPSS12.0 to proceed to Descriptive statistics analysis, T-test, One-way ANOVA and Analysis of Regression, etc. The following are the research results: (1) Compared to female visitors, male visitors have higher identification regarding to destination image, brand personality and loyalty. The ratio of middle-aged or elder visitors is obviously higher than the young ones. And the ratio of those who work in military and public service is higher than others. The ratio of the visitors who have general salary is higher than those who have higher salary. The ratio of the visitors who come from other provinces is higher than Hanoi. The ratio of the visitors who stay Sapa for one to four nights is obviously higher than those who who stay Sapa for more than five nights. The ratio of the visitors who travel to Sapa once to three times is higher than those who travel to Sapa for more than five times. (2) The destination image has an obvious effect on brand personality of the destination. (3) The destination image has an obvious effect on the Satisfaction of visitors.(4) The brand personality of the destination has an obvious effect on the Satisfaction of visitors.(5) The Satisfaction of visitors has an obvious effect on the loyalty of visitors.(6) The destination image has an obvious effect on the loyalty of visitors.(7) The brand personality of destination has an obvious effect on the loyalty of visitors. Keywords: Vietnamese, Sapa, Destination Image, Brand Personality, Satisfaction, Loyalty.