Abstract—This study was conducted to identify key factors affecting tourists’ satisfaction as well as their return intention towards Vung Tau tourist destination. Quantitative approach was major method applied and questionnaires were delivered to 301 leisure tourists visiting the beach city of Vung Tau. The significant correlations between variables indicated that better destination image, natural and cultural environment, price, infrastructure, accessibility, local cuisine, leisure and entertainment, and destination satisfaction could lead to higher tourists’ return intention. In addition, the empirical results showed that destination image, infrastructure, price, natural and cultural environment, and tourists’ destination satisfaction significantly and positively affected tourists’ return intention. Contrarily, safety and security provided significant negative effect on tourists’ return intention.

Index Terms—tourists’ destination satisfaction, tourists’ return intention, vung tau city, path analysis, mediation

Cite: Khuong Mai Ngoc and Nguyen Thao Trinh, "Factors Affecting Tourists’ Return Intention towards Vung Tau City, Vietnam-A Mediation Analysis of Destination Satisfaction," Journal of Advanced Management Science, Vol. 3, No. 4, pp. 292-298, December 2015. doi: 10.12720/joams.3.4.292-298