Relationships among expectations, satisfaction and loyalty of visitors to craft village

Abstract

Craft villages play an important role in developing the cultural tourism and improving the attractiveness of cultural characteristics and traditional handcraft products to visitors. Although having many strengths, the development of Vietnamese craft villages tourism is still not commensurate with the inherent potential. The purpose of this study is to assess the relationship among expectations, satisfaction, and loyalty of visitors to craft village tourism in Hanoi. By applying the PLS-SEM method, the research has tested six hypotheses based on the survey results of 236 tourists at two famous tourist village of Hanoi: Bat Trang and Van Phuc. The result shows the positive related of tourists' expectations and tourist perceived value (β = 0.6), tourist satisfaction (β = 0.5) and tourist loyalty (β = 0.39). Similarly, the result indicates the positive relationship of perceived value, satisfaction (β = 0.28) and tourist loyalty (β = 0.2). Finally, the testing of the relationship between tourist satisfaction and tourist loyalty has been verified and is supported (β = 0.176). Conclusions, managerial implication, and suggestions for further studies are also included in the conclusions section of this study.