Do tourists’ experiences have impacts on behavioural intentions? A case study in Hoi An ancient town, Vietnam

A study on Hoi An Ancient Town reveals that tourists' experiences—spanning emotional, sensory, behavioral, social, and cognitive dimensions—significantly influence their behavioral intentions, particularly word-of-mouth promotion and revisit intentions. Revisit intention is further positively linked to word-of-mouth intention, suggesting that enhancing these experiences can drive sustained tourism success. The research used an online survey of 361 tourists who visited Hoi An in the past year, providing actionable insights for destination management.

Nguyen, T. B. T., Nguyen, T. B. T., Nguyen, N. T. V., Do, T. H.,. (2025). Do tourists’ experiences have impacts on behavioural intentions? A case study in Hoi An ancient town, Vietnam. Ministry of Science and Technology, Vietnam, 67(2). https://doi.org/10.31276/vmostjossh.2025.0014