Research on Factors Affecting Tourist Loyalty to Hanoi's Old Quarter: The Mediating Role of Satisfaction

Abstract

This research explores the factors that influence tourists' loyalty towards Hanoi Old Quarter, with tourist satisfaction as the mediating role. Following a survey, 467 responses were gathered, of which 18 were deemed invalid and excluded, resulting in 449 valid responses for analyze Cronbach's Alpha reliability and EFA discovery factors through SPSS. Consequently, six hypotheses were formulated and all were found to be supported. Factors such as "Attraction", "Safety", and "Food and Beverage" indirectly impact tourists' inclination to revisit through their satisfaction levels. Although the “transportation” system has an indirect effect on tourist loyalty, it is not deemed significant. Interestingly, while “accommodation” directly affects tourist satisfaction, it does not influence their decision to return to Hanoi Old Quarter. Additionally, the study offers recommendations for Vietnamese tourism enterprises to enhance tourist footfall in Hanoi Old Quarter, as well as better destination management strategies for this destination for governmental and relevant entities.