The Roles of Variety-Seeking in The Satisfaction-Destination Intentional Loyalty Relationship: An Empirical Test of Vietnamese Citizens Visits to Beach Cities

Abstract:This study explores and tests the different and combined roles of variety-seeking in the satisfaction-destination intentional loyalty relationship in order to explain the consumption behaviour of Vietnamese beach visitors. A sample of 812 Vietnamese visitors participated in this study. Structural equation modeling (SEM) was applied in order to test the relationship between the constructs, and to evaluate their reliability and the validity. As expected, the findings highlight the importance of incorporating the roles of variety-seeking in the satisfaction - destination intentional loyalty relationship. Specifically, variety-seeking is found to negatively moderate the direct effect of the visitor satisfaction-loyalty relationship.