Tourist Satisfaction and Destination Image of Vietnam's Ha Long Bay

Although considerable work has been done on destination image as a whole, far less research has investigated the differences in destination image assessments for domestic versus international visitors in developing countries. This study offers findings that illustrate the differences in perception of destination image, satisfaction attributes, and intention among domestic and international visitors to Ha Long Bay, a United Nations Educational Scientific and Cultural Organization World Heritage Site in Vietnam. The results of a survey on 650 tourists suggest that international visitors to the Ha Long Bay region have higher standards and are more critical in their evaluation of services than domestic visitors when judging this destination. Destination image is a common factor determining the level of satisfaction of both groups. Basic and augmented services were found to influence international visitors’ future intention toward the destination. This finding implies that the destination managers of Ha Long Bay need to improve current standard of augmented services to yield higher visitors’ propensity to recommend and return to the destination.