FACTORS AFFECTING SATISFACTION AND INTERNATIONAL TOURIST REVISIT INTENTION: A CASE STUDY IN BEN TRE PROVINCE

The purpose of this study is to empirically examine the influence of travel motivation, destination image on tourist satisfaction, and revisit intention to a tourist destination of international travellers in Ben Tre Province. Based on a theoretical model, hypotheses were formulated, the study uses Structural Equation Modeling (SEM) and a sample of 252 international tourists. The study result reveals that destination image and travel motivation influenced tourist satisfaction and satisfaction directly influenced revisit intention. The study also explored some implications for enticing more tourists to tourism destinations in Ben Tre Province, limitations and suggestions for future studies.