Analyzing the Impact of Smart Tourism Application, Destination Image, and Satisfaction on Tourist Intention to Return to the Tourist Destination of Nha Trang

This article examines the impacts of smart tourism applications, destination imagery, and tourist satisfaction on the likelihood of tourists returning to Nha Trang. The authors implemented a mixed methods research approach, which included expert interviews, focus group discussions, and Confirmatory Factor Analysis within Structural Equation Modeling (CB – SEM). The study results reveal that smart tourism applications directly and positively influence their perception of the destination image. This enhanced destination image significantly boosts tourist satisfaction and positively correlates with their intention to revisit. From these findings, the authors suggest several managerial strategies: (1) to augment the visibility and development of smart tourism applications to boost Nha Trang’s tourism; (2) to enhance tourist satisfaction by crafting an impressive and memorable image of the destination through the effective preservation and utilization of the region’s natural assets and cultural heritage. Additionally, it is imperative for government authorities to rigorously manage the pricing of tourism services to maintain quality and deliver value to tourism.