NGHIÊN CỨU Ý ĐỊNH QUAY LẠI CỦA DU KHÁCH TRONG DU LỊCH TÂM LINH: BẰNG CHỨNG THỰC NGHIỆM TẠI VIỆT NAM | Giang | TNU Journal of Science and Technology

NGHIÊN CỨU Ý ĐỊNH QUAY LẠI CỦA DU KHÁCH TRONG DU LỊCH TÂM LINH: BẰNG CHỨNG THỰC NGHIỆM TẠI VIỆT NAM

Thông tin bài báo

Ngày nhận bài: 28/01/26                Ngày hoàn thiện: 26/03/26                Ngày đăng: 26/03/26

Các tác giả

1. Đỗ Hương Giang Email to author, Trường Đại học Ngoại thương
2. Nguyễn Ngọc Linh, Trường Đại học Ngoại thương
3. Đào Thị Minh Uyên, Trường Đại học Ngoại thương
4. Phan Thị Thuỳ Linh, Trường Đại học Ngoại thương
5. Nguyễn Minh Thư, Trường Đại học Ngoại thương

Tóm tắt


Trong những năm gần đây, tiềm năng của du lịch tâm linh đã được công nhận rộng rãi ở nhiều quốc gia, đặc biệt là Việt Nam – một quốc gia sở hữu nhiều điểm đến tâm linh. Tuy nhiên, do tỷ lệ du khách quay lại lần thứ hai được ghi nhận còn thấp, việc nghiên cứu các yếu tố quyết định lòng trung thành của du khách trở thành một nhu cầu cấp thiết. Nghiên cứu này vận dụng mô hình Kích thích – Chủ thể – Phản ứng (Stimulus–Organism–Response, S-O-R) để khám phá tác động của kể chuyện lịch sử, tính xác thực văn hóa và yếu tố tâm linh đến ý định quay lại thông qua hai biến trung gian là giá trị cảm nhận và sự gắn bó với điểm đến. Khảo sát được thực hiện với sự tham gia của 460 du khách và mô hình đề xuất được đánh giá bằng phương pháp PLS-SEM. Kết quả thống kê cho thấy sự gắn bó với điểm đến có tác động mạnh hơn đến ý định quay lại so với giá trị cảm nhận. Bên cạnh đó, giá trị cảm nhận đóng vai trò trung gian trong mối quan hệ giữa tính xác thực văn hóa và sự gắn bó với điểm đến. Những phát hiện này mang lại các hàm ý lý thuyết và quản trị có giá trị.

Từ khóa


Du lịch tâm linh; Ý định quay lại; Giá trị cảm nhận; Kể chuyện lịch sử; Tính xác thực văn hóa; Sự gắn kết nơi chốn

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Tài liệu tham khảo


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DOI: https://doi.org/10.34238/tnu-jst.14676

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