| Summary: | 碩士 === 德明財經科技大學 === 行銷管理系 === 104 === Vietnam, Ha Long bay is the destination in this research. Tourists in Ha Long bay are the main survey object. The aim of this study is researching destination image, service quality, word of mouth, customer value, satisfaction intention and their relationship, in order to give related bureau as a reference for developing tourism industry.
The method of this research was questionnaire survey, total number 320 questionnaires were issued, from which 309 valid responses were collected. This research used SPSS and LISREL as statistical tool to conduct confirmatory analysis, the data were analyzed by using descriptive statistics, reliability and validity analysis, correlation analysis, path analysis. The results of this research revealed: Destination image positively influence for customer value; service quality positively influence for customer value; customer value positively influence for satisfaction.
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