探討台灣遊客對越南胡志明市的品牌形象、知覺價值、旅遊滿意度與忠誠度之間的關係

To explore the relationship between Taiwanese tourists' brand image, perceived value, tourism satisfaction and loyalty towards Ho Chi Minh City, Vietnam

The World Tourism Organization (2017) considers it an important key to a country's prosperity and happiness, leading the Vietnamese government to promote tourism development through measures such as visa-free policies, marketing strategies, event organization, new service offerings, and attractive travel prices, but by 2024 Statistics from 2017 show that although most tourists are visiting for the first time, the rate of return visits has gradually declined.
This study mainly explores the relationship between brand image, customer perceived value, satisfaction and customer loyalty in Ho Chi Minh City, Vietnam, so that travel agencies can better understand the important factors that can retain customers. The research object of this study is Taiwanese tourists who have visited Ho Chi Minh City, Vietnam, using questionnaire survey method and SPSS statistical software to conduct regression analysis. This study found that Vietnam's tourism brand image has a positive impact on perceived value, perceived value has a positive impact on customer satisfaction, and customer satisfaction has a positive impact on loyalty.