— The purpose of this research was to determine the factors that directly or indirectly affect foreign tourists’ destination satisfaction toward the World Natural Heritage of Halong Bay. These factors consist of natural environment and resources, cultural factor, leisure and entertainment, shopping, infrastructure, accessibility, and safety and security. Quantitative approach was majorly used, with statistical techniques applied including factor, multiple regression, and path analyses. The unit of analysis was at individual level with the target population of 302 foreign tourists visiting to Halong Bay. The findings of this research showed that leisure and entertainment was the most important factor that affected tourists’ satisfaction towards Halong Bay, followed by infrastructure, safety and security, cultural factor, and shopping. Besides, it could not be denied that perceived service quality also contributed an important part in tourists’ destination satisfaction toward Halong Bay.
— Tourist destination satisfaction, world natural heritage of Halong Bay, perceived service quality, path analysis.
The authors are with the School of Business, International University –VNU-HCM, Vietnam (e-mail: email@example.com, firstname.lastname@example.org, email@example.com).
Cite: Mai Ngoc Khuong, Nguyen Thi Hong An, and Nguyen Thi Mai Uyen, " Direct and Indirect Effects on International Tourists‘ Destination Satisfaction — The Case of the World Natural Heritage of Halong Bay, Vietnam," Journal of Economics, Business and Management vol. 4, no. 2, pp. 85-91, 2016.