The Relationship Between Service Quality, Satisfaction and Behavioral Intentions of Tourists: The Case of Hau Giang Province, Vietnam

International Journal of Humanities and Social Science

© 2025 by SSRG - IJHSS Journal

Volume 12 Issue 2

Year of Publication : 2025

Authors : Trong Nhan Nguyen, Khai Hoan Pham, Thi Huynh Phuong Nguyen, My Tien Ly

10.14445/23942703/IJHSS-V12I2P104

How to Cite?

Trong Nhan Nguyen, Khai Hoan Pham, Thi Huynh Phuong Nguyen, My Tien Ly, "The Relationship Between Service Quality, Satisfaction and Behavioral Intentions of Tourists: The Case of Hau Giang Province, Vietnam," SSRG International Journal of Humanities and Social Science, vol. 12,  no. 2, pp. 28-37, 2025. Crossref, https://doi.org/10.14445/23942703/IJHSS-V12I2P104

Abstract:

Service quality, satisfaction and the behavioral intentions of tourists are critical constructs in tourism. These factors play a significant role in the rapid and sustainable development of the tourism industry. However, the relationship between these constructs has not been studied sufficiently within the framework of agritourism destinations and Vietnam. Employing a quantitative methodology, this research examines the relationship between these constructs based on survey data from 150 tourists. The Partial Least Squares Structural Equation Modeling (PLS-SEM) method was applied to analyze the data. The results reveal that service quality has a significant and positive impact on tourists' satisfaction and behavioral intentions. Tourist satisfaction influences their behavioral intentions and acts as a mediator in the relationship between service quality and loyalty. In the relationship among service quality, satisfaction and behavioral intentions, service quality has the strongest effect on satisfaction, followed by the influence of satisfaction on behavioral intentions, while the effect of service quality on behavioral intentions is the weakest. This study contributes theoretically and to destination management implications within the framework of the relationship between service quality, satisfaction and tourists' behavioural intentions.

Keywords:

Behavioral intentions, Hau Giang Province, Satisfaction, Service quality, Tourism, Tourists.

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