Influence of brand image, value, and perception on tourist satisfaction with Pu Luong tourist destination, Thanh Hoa province, Vietnam

The brand of a tourism destination can be deemed as a success factor that attracts tourists to a potential tourism destination, and drive tourists' internal travel motives through conveying values, inducing expectations about the satisfaction of possible needs and wants. The study's objective is to determine and identify the influence of brand image, brand value, and brand perception on tourist satisfaction for Pu Luong, Thanh Hoa province.