Impact of Interactive Service on International Customers’ Behavior Intentions on Local Tourism Service in Vietnam

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Dao Thi Ta
Chia-Han Yang

Abstract

The research aims to understand tourists’ perceptions on interactive services that might impact place attachment and behavior intention, mediated by pleasant arousals and memory. The data was collected via questionnaire surveys of 78 foreign tourists visiting the Bat Trang Traditional Ceramic Ancient Village in Vietnam. The results almost support the hypotheses strongly. All hypotheses that tested the mediating effects of pleasant arousal and memory are also supported. The results benefit practitioners, tourism developers, and tourism service providers. The study provides an insight into the importance of overall interactive services for creative tourists in a developing nation like Vietnam.

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