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

International visitors to Ha Long Bay exhibit higher standards and greater criticality in evaluating destination services compared to domestic tourists. A survey of 650 tourists revealed that destination image significantly influences satisfaction for both groups, while augmented services—such as unique experiences or amenities—play a pivotal role in shaping international visitors' future intentions to return or recommend the site. This suggests that improving augmented services could enhance visitor loyalty and advocacy, highlighting a key strategy for destination managers to prioritize service enhancement for sustained appeal.

Bui, H. T., & Le, T.-A. (2015). Tourist Satisfaction and Destination Image of Vietnam’s Ha Long Bay. Asia Pacific Journal of Tourism Research, 21(7), 795–810. https://doi.org/10.1080/10941665.2015.1075564