Cohort 2023 – 2025
Master’s Graduation Project
FACTORS INFLUENCING TOURISTS’
REVISIT INTENTION TO HAI
PHONG, VIETNAM
Student: Le Mai Phuong
Supervisor: Assoc. Prof. Dr. Nguyen Phuong Mai
Hanoi, 16th October 2025
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ABSTRACT
Graduation project Title: Factors influencing tourists' revisit intention to Hai Phong,
Vietnam
Pages: 63
University: Nantes University
Graduate School: IAE Nantes – Marketing Studies & Actions
Date: 16th October 2025 Degree: Master
Researcher: Le Mai Phuong Advisor: Assoc. Prof. Dr. Nguyen Phuong Mai
Keywords: Hai Phong, revisit intention, tourist satisfaction, TPB, theory of planned
behavior
Although revisit intention has been extensively examined in tourism research, few
studies have provided a comprehensive analysis in the context of Hai Phong, Vietnam.
This study investigates the factors influencing tourists’ revisit intention of this
location through an extended theory of planned behavior (TPB), including four
additional variables apart from the core constructs of the model: destination image,
perceived value, perceived service quality, and tourist satisfaction. Both quantitative
and qualitative research are conducted within the study to extract specific information
on revisit intention, refine the measurement items, and assess the hypotheses
formulated based on extensive theoretical review. Research indicates that most
participants hold favorable views of Hai Phong’s image and service quality, with
cuisine emerging as the key driver of satisfaction and revisit intention. Tourist
satisfaction serves as a mediator between the three constructs (perceived value,
perceived service quality, destination image) and revisit intention. Perceived value is
the strongest predictor of satisfaction, while attitude influences revisit intention most
significantly, surpassing the effect of satisfaction; subjective norms and perceived
behavioral control show no significant impact. The study includes discussions on
theoretical and practical implications for policymakers, tourism authorities, and
businesses involved in the tourism industry of Hai Phong.
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ACKNOWLEDGEMENTS
I would like to express my deepest gratitude to all those who have supported and
guided me throughout the completion of this thesis.
First and foremost, I extend my sincere appreciation to my advisor, Assoc. Prof.
Dr. Nguyen Phuong Mai, for her invaluable guidance, insightful feedback, and
unwavering support. Her expertise and encouragement have been instrumental in the
development of my research and the improvement of the quality of my work. I would
also like to show my appreciation to my family for their unwavering support
during my work.
I am also grateful to the Postgraduate Department for providing me with the
necessary resources and assistance during this process. Their guidance in ensuring the
smooth submission of my thesis has been greatly appreciated.
Thank you!
Author
Le Mai Phuong
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TABLE OF CONTENT
ABSTRACT .......................................................................................................................... i
ACKNOWLEDGEMENTS ................................................................................................ ii
TABLE OF CONTENT .....................................................................................................iii
LIST OF ABBREVIATIONS ............................................................................................ vi
LIST OF FIGURES ........................................................................................................... vii
LIST OF TABLES ............................................................................................................viii
CHAPTER 1. INTRODUCTION ...................................................................................... 1
1.1 Significance of the topic............................................................................................... 1
1.2 Research gap ................................................................................................................ 2
1.3 Research objectives ...................................................................................................... 4
1.4 Scope of research .......................................................................................................... 5
1.5 Research structure ........................................................................................................ 5
CHAPTER 2. THEORETICAL FRAMEWORK ............................................................ 7
2.1 Review of literature ...................................................................................................... 7
2.2 Expanded theory of planned behavior ....................................................................... 10
2.3 Hypothesis development ............................................................................................ 12
2.3.1 Research model .................................................................................................... 12
2.3.2 Revisit intention ................................................................................................... 15
2.3.3 Destination image ................................................................................................ 16
2.3.4 Perceived value .................................................................................................... 17
2.3.5 Perceived service quality ..................................................................................... 18
2.3.6 Tourist satisfaction ............................................................................................... 20
2.3.7 Attitude ................................................................................................................ 21
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2.3.8 Subjective norms .................................................................................................. 21
2.3.9 Perceived behavioral control ............................................................................... 22
CHAPTER 3. RESEARCH METHODOLOGY ............................................................ 24
3.1 Research approach and methodology ........................................................................ 24
3.2 Qualitative research .................................................................................................... 25
3.2.1 Objective of the qualitative research ................................................................... 25
3.2.2 Sampling method ................................................................................................. 25
3.2.3 Questionnaire development and implementation ................................................ 25
3.2.4 Analysis techniques ............................................................................................. 27
3.3 Quantitative research .................................................................................................. 28
3.3.1 Objective of the quantitative research ................................................................. 28
3.3.2 Sampling method ................................................................................................. 28
3.3.3 Survey development and implementation ........................................................... 29
3.3.4 Analysis techniques ............................................................................................. 33
CHAPTER 4. RESULTS AND DISCUSSION ............................................................... 35
4.1 Qualitative results ....................................................................................................... 35
4.1.1 Demographic overview ........................................................................................ 35
4.1.2 Thematic analysis ................................................................................................ 36
4.1.3 Content analysis ................................................................................................... 37
4.2 Quantitative results ..................................................................................................... 41
4.2.1 Descriptive analysis and mean comparison ......................................................... 41
4.2.1.1 Descriptive analysis ...................................................................................... 41
4.2.1.2 Mean comparison .......................................................................................... 43
4.2.2 Reliability analysis ............................................................................................... 46
4.2.3 Measurement model ............................................................................................. 47
