e-Review of Tourism Research (eRTR), Vol. 20, No. 1, 2023 http://ertr.tamu.edu 51 Bui, Trong Tien Bao HUTECH University An Examination of The Effect of Iso-Ahola's Motivation Theory, Perceived Value, Destination Image, and Satisfaction on Tourists' Loyalty The current study aims to explain the interrelationship between the motivation and loyalty of domestic tourists by combining Iso-Ahola’s motivation theory with two additional variables, perceived value and destination image, as the new conceptual framework. The partial least squares structural equation modeling (PLS-SEM) approach has been a widely accepted method to evaluate and validate a complex model, combining Iso-Ahola’s motivation theory, perceived value, and destination image to predict domestic tourist loyalty. The data was collected from 554 domestic tourists who visit Dong Thap province. The study's findings revealed that Iso-Ahola's motivation and tourist satisfaction are core concepts for understanding tourist loyalty. In addition, tourist satisfaction had the strongest impact on tourist loyalty in this study. The current study took a unidimensional destination image and perceived value to understand domestic tourist loyalty. Future research should consider other constructs to understand tourist loyalty. The current study provided a new theoretical framework to evaluate and validate domestic tourist loyalty. Keywords: Destination Image, Iso-Ahola’s Motivation, Perceived Value, Satisfaction, Tourist Loyalty Mr. Bui, Trong Tien Bao Faculty of Tourism and Hospitality Management HUTECH University 475A Dien Bien Phu Street, Ward 25, Binh Thanh Dist., HCM City, Vietnam Phone: +84 986 923 677 Email: btt.bao@hutech.edu.vn Bui, T.T.B. is a tourism lecturer at HUTECH University. He is pursuing a Ph.D. in Economics Development at Viet Nam National University of Agriculture, Ha Noi, Viet Nam. His research interests are tourism and hospitality management, tourist behaviour, sustainable tourism, and development economics. Currently, he is also a Ph.D. at the School of Hospitality and Tourism- Hue University. http://ertr.tamu.edu/ e-Review of Tourism Research (eRTR), Vol. 20, No. 1, 2023 http://ertr.tamu.edu 52 Introduction According to the Culture, Sports, and Tourism Department of Dong Thap (2023), about 3.4 million visitors will be welcomed to this province in 2022; revenue will be earned at 1,500 billion VND, up nearly 113,33% against 2021. Therefore, the domestic tourism industry has become a major driving force of economic growth in Dong Thap province. The local government has set a target to welcome 3.6 million visitors in 2023; total revenue from tourism in 2023 was up 1.600 billion VND compared to the 2022 plan. To achieve the above target, the local government continues to focus on improving the quality of tourism services to increase tourist satisfaction, attract more tourist arrivals, and increase tourist loyalty. Yoon and Uysal (2005) found that tourist satisfaction is a major factor in determining the tourist intention to return to a specific destination; therefore, satisfying tourists is one of the objectives of tourism destination managers to increase tourist loyalty (Ahmad et al., 2021). Tourist loyalty has been closely related to tourist satisfaction (Hung et al., 2021), travel motivation (Yoon, Uysal, 2005), and perceived value (Suhartanto et al., 2019). Talaee Malmiri et al. (2021) introduced a tourist loyalty model in which the image of the tourism destination and tourist satisfaction. The research on the influence factors of tourist loyalty is not new to tourism research (Pinto et al., 2006). The most studied factors of tourist loyalty focus on tourist satisfaction, tourist motivation, and the image of the tourism destination (Tang et al., 2022). While tourist motivation, in terms of attracting tourists to an activity, is believed to be one of the most important (Suhartanto et al., 2019; Tang et al., 2021). Wolfe and Hsu (2004) indicated that tourism motivation is considered one of the most important variables in attracting more tourists, satisfying the needs of tourists, and understanding what influences tourist decisions. Thus, understanding the motivation http://ertr.tamu.edu/ e-Review of Tourism Research (eRTR), Vol. 20, No. 1, 2023 http://ertr.tamu.edu 53 factors positively contributes to increasing tourist loyalty, essential for tourism marketing managers and local authorities (Pinto et al., 2006; Thanabordeekij, 2018). Tourism motivation is not one-dimensional (Snepengeret al., 2006). Thus, the Pull-push theory has been widely used to measure tourist motivation (Salsabila, Alvesia, 2020; Yoon, Uysal, 2005). Pull elements are related to a specific destination's tangible characteristics and features; Push elements are related to personal, intrinsic motivations for travelling (Neuts et al., 2013). Snepenger et al. (2006) indicated that two-dimensional motivational models do not sufficiently characterize the fundamental drives for this behavior; the limitations of both push and pull items are incorporated into the same study. Therefore, Wolfe and Hsu (2004) attempted to integrate various theories and found that results were congruent with the push-pull theory. This study empirically confirmed the theory of Iso-Ahola's motivation (1982), which can be grouped into broad intrinsic reward categories. Snepenger et al. (2006) confirmed the existence of the four dimensions proposed by Iso-Ahola (1982) and concluded that personal seeking, personal escape, interpersonal seeking, and interpersonal escape all operate as salient intrinsic motivational drives for tourism behaviour. These dimensions are similar generic categories to the push (escape) and pull (seeking) forces (Crompton & McKay, 1997). However, the development of Iso-Ahola's motivational construct and testing of the model is quite restrained (Thanabordeekij, 2018). In contrast with Thanabordeekij (2018), Musselman (2022) identified that the Iso-Ahola (1982) model can be used universally and empirically in tourism motivation research. Thus, the present study is meant to fill the gap in understanding tourist motivation, which is considered the deciding factor for tourist loyalty. However, it is very difficult to identify tourist motivations because numerous factors influence them. It is also difficult to know why tourists travel, partially because it is difficult for tourists to clarify the real purpose of holiday trips (Wolfe, Hsu, 2004). http://ertr.tamu.edu/ e-Review of Tourism Research (eRTR), Vol. 20, No. 1, 2023 http://ertr.tamu.edu 54 Thus, It is important to prominent understand tourist loyalty by analysing the relationship between the extent of Iso-Ahola’s motivation theory with the important variables consisting of destination image, perceived value, and tourist satisfaction. The major findings of the present study will also be helpful for local tourism authorities to comprehensively understand tourist loyalty, know how to improve tourist loyalty, and build effective tourism marketing strategies focused on "the land of the lotus" and tourism development strategies. It can strengthen the tourist motivation to enhance tourist loyalty. Many tourist destinations rely strongly on tourist loyalty because it is less expensive to retain the loyalty of tourists than to attract new tourists (Valle et al., 2006). The present study had three main objectives. First, based on Iso-Ahola's motivation model, to find out the main motivation factors for tourist loyalty. Second, to develop an instrument to measure the motivational forces that simultaneously influence domestic tourist loyalty. Third, to understand tourist loyalty and to assess efficiently the extent of Iso-Ahola's motivation model by inserting two additional variables as perceived value and destination image impact on tourist satisfaction and, in turn, leading to increased tourist loyalty. To accomplish the objectives of the current study, following this introduction, a literature review about Iso-Ahola's motivation theory, destination image, perceived value, tourist satisfaction, and tourist loyalty. The research model and hypotheses in this study are proposed. Following the explanation of the data collection methods, the measurement and structural models were measured using Partial Least Square (PLS) – Structural Equation Modeling (SEM). Finally, the results of the empirical study are presented and discussed. The paper ends with the most important insights of this research in order to provide guidelines to increase domestic tourist loyalty. Limitations of this research and suggestions for future research will also be provided. http://ertr.tamu.edu/ e-Review of Tourism Research (eRTR), Vol. 20, No. 1, 2023 http://ertr.tamu.edu 55 Literature Review Tourist Loyalty According to Moise et al. (2020) and Rasoolimanesh et al. (2019), tourist loyalty is considered as a single variable, which is the willingness of tourists to revisit a destination consistently. Whereas tourist loyalty is considered multi-dimensional, reflected in the intention to revisit and the likelihood of recommendations to friends and family (Cossío-Silva et al., 2018; Zhang et al., 2022). Nasir et al. (2020) also defined tourist loyalty as a tourist's feelings and attitudes that encourage them to revisit or recommend a destination to others. Furthermore, many previous scholars have considered both as measures of tourist loyalty towards a destination (Ramesh, Jaunky, 2020). Most of the previous research in the tourism field points out that tourist satisfaction, image of the destination, and perceived value are predictors of tourist loyalty (Cossío-Silva et al., 2018). The following subsections discuss four prominent determinants of tourist loyalty: Iso-Ahola's Motivation, perceived value, image of the destination, and tourist satisfaction. The Iso-Ahola's Motivation Theory Iso-Ahola (1982, 257) defined the motive as an internal factor that arouses, directs, and integrates a tourist behavior. Tourist motivation refers to a state of need, a condition that exerts a 'push' on the tourist toward certain types of action that are likely to bring satisfaction (Moutinho, 2000, 49). Tourist motivation is also one of the prominent explanatory variables of tourist behaviour and is, therefore, a very common theme in research in the tourism context (Juvan et al., 2017). Dann (1983, 205) defined tourist motivation as a meaningful state of mind that adequately disposes a tourist or group of tourists to travel. Iso-Ahola (1982, 259) found that tourist motivation has two dimensions: approach (seeking) and avoidance (escaping). Escaping is "the desire to leave the everyday environment behind oneself' while seeking is "the desire to obtain psychological http://ertr.tamu.edu/ e-Review of Tourism Research (eRTR), Vol. 20, No. 1, 2023 http://ertr.tamu.edu 56 (intrinsic) rewards through travel in a contrasting (new or old) environment." However, a recent trend toward more frequent but shorter vacations suggests that the escape dimension is a more prominent motivational force than the seeking dimension (Mannell & Iso-Ahola 1987, 328). These two motivational forces become the prominent determinants of behavior and simultaneously influence the individual. Tourism motivation is also conceptualized as a dynamic process of internal psychological factors (needs and wants) that generate tension or disequilibrium within individuals (Crompton & McKay, 1997, 427). According to Iso-Ahola (1982, 260), a tourist may escape the personal world consisting of personal troubles, problems, difficulties, and failures; and/or the interpersonal world, including co-workers, family members, relatives, friends, and neighbors, and may seek personal rewards (feelings of mastery, learning about other cultures, rest and relaxation, refresh and getting renewed, ego-enhancement and prestige); and/ or interpersonal rewards (varied, increased social interaction, interacting with friendly natives or members of the travel group, interacting with old friends in a new place or with new friends in an old place). In a subsequent reflection on this model, a theoretical framework has been proposed to explain the tourism motivation, which can be placed in one of the four cells under given conditions at a given time. (see figure 1). E sc ap in g th e E v er y d ay E n v ir o n m en ts Seeking Intrinsic Rewards Personal Interpersonal Personal Environment (1) (2) Interpersonal Environment (3) (4) Figure 1: A Social Psychological Model of Tourism Motivation (Source: Iso-Ahola, 1982) http://ertr.tamu.edu/ e-Review of Tourism Research (eRTR), Vol. 20, No. 1, 2023 http://ertr.tamu.edu 57 Iso-Ahola (1982) concluded that the model emphasizes the dialectical character of tourism motivation and demonstrated that it is futile to attempt to categorically separate reasons from benefits because reasons (exploring new places) can be benefits, and benefits (escape from routine) can be reasons, of tourism behavior. Although, few studies have tested Iso-Ahola's four- dimensional motivation theory (Snepenger et al., 2006, 141), and this model does not explain why people want to escape from their personal and interpersonal social world (Jamal et al., 2003, 49). In addition, Jamal et al. (2003) found that tourist motivation study has to be situated within the wider society and historically situated social changes, including modernization, industrialization, and urbanization, and within spheres of everyday life such as work, family, and neighborhood. Brown & Kurt (2014) concluded that Iso-Ahola's theory emphasizes that personal escape, personal seeking, interpersonal escape, and interpersonal seeking are motivations for tourism. Destination Image Destination image is defined as the visitor's subjective perception of the destination reality (Chen & Tsai, 2007, 1116). Bigné Alcañiz et al. (2009, 716) argued that destination image has two interrelated components: (i) a cognitive or perceptual component, also known as the designative component: beliefs and knowledge about the perceived attributes of the destination, and (ii) an affective or evaluative component: the individual's feelings towards the destination. An overall image of a place is formed due to both perceptual/cognitive and affective evaluations of that place (Baloglu & McCleary, 1999, 870). Destination image is an overall (holistic) evaluation of a destination and a composite of cognitive and affective components postulated to influence various consumer behavior variables (Tasci, 2007, 23). Wang & Hsu (2010, 831) found that combining cognitive and affective evaluations gives rise to an overall or composite destination image. Bigné http://ertr.tamu.edu/ e-Review of Tourism Research (eRTR), Vol. 20, No. 1, 2023 http://ertr.tamu.edu 58 et al. (2001, 611) concluded that image has been described as an overall impression greater than the sum of its parts and analyse the inter-relationships among destination image and other variables. Thus, the present study aims to comprehensively understand domestic tourist behaviour and not only an in-depth analysis of a single construct. Tourist Satisfaction Nasir et al. (2020) and Suhartanto et al. (2019) defined tourist satisfaction as the comparison between tourist expectation and perception; tourist satisfaction occurs when tourist perception exceeds tourist expectation in addition to recognize tourist satisfaction is a prominent factor in increasing tourist loyalty (Suhartanto et al., 2019). Satisfaction represents positive tourist feelings toward a destination (Rasoolimanesh et al., 2019). Tourist satisfaction is one of the relevant constructs when predicting tourist behaviour, while consumption of tourism services and the decision to continue to visit a destination in the future (Khazaei Pool et al., 2016). Auliya and Prianti (2022) defined tourist satisfaction as a tourist's feeling of pleasure or disappointment that arises after comparing tourist perceptions, the performance of a tourism service, and tourist expectations. Perceived Value Chen (2008, 710) and Yi et al. (2014) argue that perceived value can be categorized into two distinctive groups: the one-dimensional and multi-dimensional perspectives for perceived value. The one-dimensional concept posits perceived value as the consumer's overall evaluation of purchased services and products. The multi-dimensional concept assumes that consumers evaluate outcomes of purchased services and products by two or more standards or dimensions for overall evaluation. http://ertr.tamu.edu/ e-Review of Tourism Research (eRTR), Vol. 20, No. 1, 2023 http://ertr.tamu.edu 59 Zeithaml (1988, 14) defined perceived value as the consumer's overall assessment of the utility of a product based on perceptions of what is received and what is given. This definition is used in the one-dimensional approach. The multi-dimensional concept assumes that perceived value has evolved with the development of two dimensions: perceived acquisition value and perceived transaction value (Al-Sabbahy et al., 2004, 226). Perceived acquisition value is defined as the perceived net gains associated with the products or services acquired; perceived transaction value is the perception of psychological satisfaction or pleasure obtained from taking advantage of the financial terms of the price deal (Grewal et al., 1998, 48). On the one hand, perceived value is understood as a construct configured by two parts: one of the benefits received (economic, social, and relationship) and another of sacrifices made (price, time, effort, risk, and convenience) by the customer (Sánchez et al., 2006, 395). A one-dimensional measure assumes that consumers have a shared meaning of value (Petrick, 2002, 122) and lacks validity (Chen, 2008). Whereas Bajs (2011, 548) claims that the perceived value of the destination is affected by both services' infrastructure and destination environments, which means that tourists make comparisons between the attributes, attractions, and service quality among different destinations and, based on that, create the value of individual destination. The multi-dimensional approach may help us better understand perceived value's complexity (Su et al., 2020, 5). Bajs (2015) concludes that tourists' evaluation of overall value is based on a comparison of functional and emotional benefits with the total costs as perceived before, during, and after having visited the destination. However, Su et al. (2020) also find that this approach is inconsistent with the conceptual definition of perceived value as an overall assessment by Zeithaml (1988). Thus, Su et al. (2020) focus on tourists' overall assessment of the tourism http://ertr.tamu.edu/ e-Review of Tourism Research (eRTR), Vol. 20, No. 1, 2023 http://ertr.tamu.edu 60 experience based on perceptions of what is received and what is given, so the unidimensional approach is adopted. Proposed Model and Hypotheses Tourists perceive a leisure activity as a potential satisfaction. The satisfaction that tourists expect to derive from involvement in a leisure activity is linked to two motivational forces: approach (seeking) and avoidance (escape) (Iso-Ahola, 1982). Thus, motivation and satisfaction are core concepts in understanding tourist behavior (Dunn Ross & Iso-Ahola, 1991, 227). Armario (2008) found that tourist motivation and satisfaction are positively related; Ayer et al. (2016) argue that satisfaction can enhance tourist loyalty towards a destination. In conclusion, motivation is a main factor in comprehensively predicting satisfaction and tourist loyalty. Hypothetically, tourist motivation influences tourist satisfaction and perceived value, affecting tourist loyalty. The following hypotheses are proposed: H1: Interpersonal seeking positively and directly affects tourist satisfaction (H1a) and perceived value (H1b). H2: Personal seeking positively and directly affects tourist satisfaction (H2a) and perceived value (H2b). H3: Interpersonal escape positively and directly affects tourist satisfaction (H3a) and perceived value (H3b). H4: Personal escape positively and directly affects tourist satisfaction (H4a) and perceived value (H4b). http://ertr.tamu.edu/ e-Review of Tourism Research (eRTR), Vol. 20, No. 1, 2023 http://ertr.tamu.edu 61 Chi & Qu (2008, 632) and O'Loughlin et al. (2004) claimed that image positively impacts tourist satisfaction and loyalty. The overall image of a destination is designed through the intersection and connection of two types of destination images (cognitive and affective images) (Sultan et al., 2020). Cohen et al. (2014) also found that the image of the destination continues as a major area of study in perceptions related to tourism behavior research, and perceived value is amongst the most frequently researched determinants of tourist satisfaction. Thus, O'Loughlin et al. (2004) and Yu et al. (2020) found that a better image and higher tourist satisfaction should increase tourist loyalty. The following hypotheses are proposed: H5: Destination image positively and directly affects tourist satisfaction (H5a) and loyalty (H5b). Gallarza & Gil Saura (2006, 443) found that tourists' perceived value directly affects satisfaction, and satisfaction, in turn, is the antecedent of tourist loyalty. Kim et al. (2012, 313) revealed that perceived value significantly impacts satisfaction and loyalty. Perceived value and satisfaction are two major determinants of loyalty behaviors (Lin et al., 2016). Satisfaction mediates between perceived value and loyalty (Ramseook-Munhurrun et al., 2015, 258). Tourist satisfaction helps to achieve loyal visitors capable of revisiting a specific destination, with the ability to recommend it to others (Rahmiati et al., 2020). Zhang et al. (2020) supported that perceived value has become an increasingly important construct of tourist behaviors. The following hypotheses are proposed: H6: Perceived value positively and directly affects tourist satisfaction (H6a) and loyalty (H6b). H7: Tourist satisfaction positively and directly affects tourist loyalty http://ertr.tamu.edu/ e-Review of Tourism Research (eRTR), Vol. 20, No. 1, 2023 http://ertr.tamu.edu 62 Figure 2 examines the structural, causal relationships among the Iso-Ahola's motivations, tourist satisfaction, destination image, perceived value, and tourist loyalty. Figure 2: The research framework Method Sample Design and Data Collection This study consists of two phases. The first phase was qualitative research in which the author interviewed seven experts who are professional tour guides and managers to adjust the scales, followed by a focus group discussion with 14 volunteer domestic tourists to improve the scales and design a survey questionnaire. The completed questionnaire officially used in this study consists of items, as shown in Table 1. In the second phase, the proposed research is tested using the partial least squares structural equation modeling (PLS-SEM) approach by SmartPLS 3.3.3 to analyze the measurement model to prove the hypothesis, the positive influence of the construct. Tourist Loyalty Personal Escape Travel Satisfaction Personal Seeking Perceived value Interpersonal Seeking Interpersonal Escape Destination Image H1a + H1b + H2a + H2b + H3a + H3b + H4a + H4b + H5a + H5b + H6a + H6b + H7 + http://ertr.tamu.edu/ e-Review of Tourism Research (eRTR), Vol. 20, No. 1, 2023 http://ertr.tamu.edu 63 The PLS-SEM approach was adopted because the study is prediction-oriented research that aims to comprehensively predict tourist loyalty in a tourism context. According to Hair et al. (1995), to have a reliable representation of the population, the ideal sample size must be at least p x 5, where p is the number of independent variables. As there are 28 variables used in this study, the sample size must be at least 140. However, to ensure high reliability, the sample comprised 600 domestic tourists. Thus, Non-probability purposive sampling was used for data collection. The data were collected from domestic tourists who visited Dong Thap from April to June 2021 and were asked to take part in the survey to complete the questionnaire under the guidance of the researcher and tour guide who had tours of Dong Thap province, often known as the land of the lotus. The survey took place from April 30, 2021, to the end of May 3, 2021. This is because the total number of tourists visiting and traveling in Dong Thap was 37,728 arrivals, an increase of 94.62% over the same period in 2020 (Culture, Sports and Tourism Department of Dong Thap, 2021). After explaining the study's purpose, the tour guides sent direct self-report questionnaires to domestic tourists interested in participating in the current study and then collected these responses after the trip. The questionnaire was translated into Vietnamese. A total of 572 responses were collected out of 600 questionnaires distributed. However, 18 of them were invalid because of too many unfilled items. The final sample consisted of 554 usable questionnaires for data analysis. Scales of the Study A survey was designed to collect data for this research. The survey comprises two sections. The first section includes general demographic information such as gender, age, and education level. The second section includes the main variables are measured by 28 questions/items based on a five-point Likert scale (from 1: strongly disagree to 5: strongly agree). Personal Escape, http://ertr.tamu.edu/ e-Review of Tourism Research (eRTR), Vol. 20, No. 1, 2023 http://ertr.tamu.edu 64 Interpersonal Escape, Personal Seeking, and Interpersonal Seeking were measured by three items adopted from previous research (Palau-Saumell et al., 2018; Snepenger et al., 2006). Tourist Satisfaction was measured by four items, which were adapted from a previous study (Aunalal et al., 2017; Shu Wan Tan et al., 2018). Perceive Value was measured by four items, adopted from a previous study by Gallarza & Gil Saura (2006) and Shu Wan Tan et al. (2018). Destination Image was measured by four items, adopted from a previous study by Aunalal et al. (2017) and Sultan et al. (2021). Tourist Loyalty was measured by four items, which were adopted from a previous study by Shu Wan Tan et al. (2018). The variables and their item details are shown in Table 1. Table 1 Scales of the study Code Constructs and Items Authors Personal Escape (Pescape) PE1 To get away from the normal environment Palau-Saumell et al., (2018); Snepenger et al., (2006) PE2 To change my daily life for a natural, sustainable environment Palau-Saumell et al., (2018); Snepenger et al., (2006) PE3 To overcome my daily problems Palau-Saumell et al., (2018); Snepenger et al., (2006) Interpersonal Escape (Iescape) IE1 To avoid people who annoy me Palau-Saumell et al., (2018); Snepenger et al., (2006) IE2 To get away from a stressful social environment Palau-Saumell et al., (2018); Snepenger et al., (2006) IE3 To avoid interactions with mass tourism Palau-Saumell et al., (2018); Snepenger et al., (2006) Personal Seeking (Pseeking) PS1 To tell others about my sustainable diving experiences Palau-Saumell et al., (2018); Snepenger et al., (2006) PS2 To feel good about myself in a sustainable tourism environment Palau-Saumell et al., (2018); Snepenger et al., (2006) PS3 To experience new diving activities by myself Palau-Saumell et al., (2018); http://ertr.tamu.edu/ e-Review of Tourism Research (eRTR), Vol. 20, No. 1, 2023 http://ertr.tamu.edu 65 (Source: author, 2021) Snepenger et al., (2006) Interpersonal Seeking (Iseeking) IS1 To be with people with similar sustainable tourism interests Palau-Saumell et al., (2018); Snepenger et al., (2006) IS2 To bring family and friends closer Palau-Saumell et al., (2018); Snepenger et al., (2006) IS3 To meet new divers committed to nature Palau-Saumell et al., (2018); Snepenger et al., (2006 Satisfaction SA1 My decision is thorough when choosing this province. Shu Wan Tan et al., (2018) SA2 I am satisfied with my decision to travel to this province. Aunalal et al., (2017); Shu Wan Tan et al., (2018) SA3 I think I did the right thing when I chose to travel to this province. Shu Wan Tan et al., (2018) SA4 I really enjoyed the visit to the destination. Aunalal et al., (2017) Perceived Value (Pvalue) PV1 All things considered, this is my best choice. Shu Wan Tan et al., (2018) PV2 This visit is a strong expression of my values. Shu Wan Tan et al., (2018) PV3 Overall, the value of this experience is high Gallarza & Gil Saura (2006) PV4 The experience has satisfied my needs and wants Gallarza & Gil Saura (2006); Shu Wan Tan et al., (2018) Destination Image (Dimage) DI1 The destination environment is attractive Aunalal et al., (2017) DI2 It is easy to access historical and touristic places in the destination Aunalal et al., (2017) DI3 The sustainable destination will be a suitable vacation choice. Sultan et al., (2021) DI4 The destination will be environmentally favourable Sultan et al., (2021) Tourist Loyalty (loyalty) LOY1 I will recommend this province to friends or other persons. Shu Wan Tan et al., (2018) LOY2 I will say positive things about this province to my friends. Shu Wan Tan et al., (2018) LOY3 I will encourage friends to travel to this province Shu Wan Tan et al., (2018) LOY4 I intend to visit this province again. Shu Wan Tan et al., (2018) http://ertr.tamu.edu/ e-Review of Tourism Research (eRTR), Vol. 20, No. 1, 2023 http://ertr.tamu.edu 66 Analysis and Findings Descriptive Analysis There were three questions focused on the domestic tourist demographic information consisting of tourist gender, age, and educational background. Tourist’s demographic data obtained from the survey are shown in Table 2. Table 2 Respondent Characteristics Characteristics Frequency Percent Gender Male 289 52.2 Female 265 47.8 Age < 25 years old 88 15.9 26 - 35 years old 190 34.3 36- 45 years old 176 31.8 46 - 55 years old 51 9.2 > 55 years old 49 8.8 Educational Background High School 43 7.8 Intermediate Professional 116 20.9 College 134 24.2 Bachelor 182 32.9 Other 79 14.3 Regarding the sample composition, 289 (52.2%) of those surveyed were men, and 265 (47.8%) were women. The majority of the tourists were more than 26 years of age. Approximately 32.3% are those with a bachelor's degree - the highest among other education levels in the sample. From these profiles, the study concluded that domestic tourists who enjoyed visiting Dong Thap would be the loyal tourists in the middle-age group with a bachelor's degree Analysis of Results The results of the PLS measurement model indicate Composite reliability (CR), Cronbach's Alpha values are higher than 0.70, and Average variance extracted (AVE) should be greater than 0.5, respectively, to establish indicator reliability and convergent validity (Hair et al., 2019). The value of the reliability statistics using Cronbach's alpha was above 0.808; all the calculated composite reliability values (more than 0.887) are acceptable (Henseler et al., 2016). The average variance http://ertr.tamu.edu/ e-Review of Tourism Research (eRTR), Vol. 20, No. 1, 2023 http://ertr.tamu.edu 67 extracted AVE values were above the minimum required level of 0.668. The information provided in Table 3 shows that the composite reliability's statistical values are more significant than the cut- off point that complies with the necessary conditions to get accepted. Table 3 Composite Reliability Cronbach's Alpha Composite Reliability Average Variance Extract (AVE) Dimage 0.864 0.908 0.711 Iescape 0.840 0.904 0.758 Iseeking 0.849 0.908 0.767 Loyalty 0.902 0.932 0.773 Pescape 0.816 0.890 0.730 Peeking 0.808 0.887 0.723 Pvalue 0.834 0.889 0.668 Satisfaction 0.876 0.915 0.729 Table 4 signifies the discriminant validity using the PLS approach. According to Henseler et al. (2015), two criteria have been shown to be informative about discriminant validity: the Fornell- Larcker criterion and the Heterotrait-Monotriat. Discriminant validity is exhibited only if all the correlations are statistically significant and each is larger than all correlations. The results show that as per Fornell-Lacker's criterion, both basic and stringent assumptions are satisfied, and discriminant validity has been established. It is worthwhile to note that the diagonal values (in bold) of the Fornell-Lucker's table (Table 4) signify the AVE, and each measured construct must have a value of AVE greater than 0.5 (Henseler et al., 2015). http://ertr.tamu.edu/ e-Review of Tourism Research (eRTR), Vol. 20, No. 1, 2023 http://ertr.tamu.edu 68 Table 4 Discriminant Validity Dimage Iescape Iseeking Loyalty Pescape Peeking Pvalue Satisfaction Dimage 0.843 Iescape 0.058 0.871 Iseeking 0.201 0.039 0.876 Loyalty 0.455 0.252 0.303 0.879 Pescape 0.260 0.115 0.158 0.447 0.855 Peeking 0.103 0.029 0.093 0.211 0.138 0.850 Pvalue 0.172 0.334 0.317 0.453 0.250 0.267 0.817 Satisfaction 0.260 0.338 0.308 0.639 0.498 0.244 0.462 0.854 As for discriminant validity, Table 4 shows the result of the Heterotrait-Monotriat analysis for accessing the discriminant validity of the model. The analysis confirmed that each latent variable differed from the other since the Heterotrait-Monotriat ratio values were less than 0.90, which is acceptable (Henseler et al., 2015). Therefore, the indicators used to measure the targeted construct were used for the respective constructs. In this context, both the model’s predictive power and the relationships between the constructs were examined (Figure 3). Figure 3: Results of the proposed model http://ertr.tamu.edu/ e-Review of Tourism Research (eRTR), Vol. 20, No. 1, 2023 http://ertr.tamu.edu 69 Figure 3 represents that the R2 value for the estimated equation is 0.524, which is significant at a 1 percent probability level. The R2 adjusted shows that 0.521 (52.1) percent of the variation in tourist loyalty is described by Iso-Ahola's motivations, tourist satisfaction, destination image, and perceived value. Table 5 Hypothesis Testing Hypothesis ß Standard Deviation T Statistics P Values Result H1a Iseeking-> satisfaction 0.206 0.037 5.518 0.000 Supported H1b Iseeking-> pvalue 0.262 0.037 7.020 0.000 H2a Pseeking-> satisfaction 0.155 0.036 4.330 0.000 H2b Pseeking-> pvalue 0.214 0.037 5.802 0.000 H3a Iescape-> satisfaction 0.276 0.032 8.701 0.000 H3b Iescape-> pvalue 0.300 0.039 7.635 0.000 H4a Pescape-> satisfaction 0.393 0.045 8.798 0.000 H4b Pescape-> pvalue 0.145 0.039 3.674 0.000 H5a Dimage-> satisfaction 0.075 0.035 2.172 0.030 H5b Dimage -> loyalty 0.336 0.042 8.075 0.000 H6a Pvalue-> satisfaction 0.210 0.039 5.339 0.000 H6b Pvalue-> loyalty 0.280 0.041 6.770 0.000 H7 Satisfaction-> loyalty 0.479 0.054 8.901 0.000 The shreds of evidence revealed in Table 5 signify the detailed results of bootstrapping for testing the hypothesis. In testing the hypothesis, the analytical bootstrapping technique describes the level of significance of the path between the variables, 5000 re-sampling bootstrapping procedures were utilized while calculating SmartPLS (Hair et al., 2017, 162). The results indicated that Iso-Ahola's motivations, tourist satisfaction, destination image, and perceived value positively contribute to tourist loyalty (p<0.05). http://ertr.tamu.edu/ e-Review of Tourism Research (eRTR), Vol. 20, No. 1, 2023 http://ertr.tamu.edu 70 Table 6 The Collinearity Statistics Loyalty Pvalue Satisfaction Dimage 1.076 1.111 Iescape 1.014 1.139 Iseeking 1.031 1.150 Pescape 1.054 1.135 Peeking 1.025 1.091 Pvalue 1.275 1.387 Satisfaction 1.327 Multicollinearity is calculated by variance inflation factors (VIF) and tolerance. If the values of VIF exceeds 4.0 or less than 0.2, it reflects the problems with multicollinearity (Hair et al., 2014, 197). The Collinearity Statistics (inner VIF values) of all constructs in the model were less than 4.0, representing that there is no multicollinearity effect among the latent variables (Table 6). Discussions The current study aims to evaluate and validate the relationship between Iso-Ahola's theory and image of the destination, perceived value, and tourist satisfaction to comprehensive tourist loyalty traveling to Dong Thap province. Results of this study indicated that four dimensions of the Iso- Ahola theory with personal seeking, personal escape, interpersonal seeking, and interpersonal escape being primary latent motives, which is consistent with the previous studies of Musselman (2022), Snepenger et al. (2006); Thanabordeekij (2018). Interestingly, Satisfaction and perceived value were found to be positively and significantly influenced by the four dimensions of Iso- Ahola's motivation theory, with ß ranging from 0.145 to 0.393; P Values < 0.05 (H1, a, b – H4, a, b are supported) which is consistent with the study of Li (2018); Valverde-Roda et al., (2022) and Iso-Ahola (1982) about the relationship between tourist motivation and perceived value, tourist satisfaction. Tourist satisfaction is influenced by the image of the destination (H5a) with ß = 0.075; P Values < 0.05, and tourist loyalty is influenced by the image of the tourism destination (H5b) http://ertr.tamu.edu/ e-Review of Tourism Research (eRTR), Vol. 20, No. 1, 2023 http://ertr.tamu.edu 71 with ß = 0.336; P Values < 0.05, which is consistent with the previous study of Mai, Hoang (2017). Tourist satisfaction is also influenced by perceived value (H6a) with ß = 0.210; P Values < 0.05, and tourist loyalty is influenced by perceived value (H6b) with ß = 0.280; P Values < 0.05, which is consistent with the previous study of Valverde-Roda et al., (2022). Tourist loyalty is influenced by tourist satisfaction with H7 with ß = 0.479; P Values < 0.05, which is consistent with the previous study of Valle et al. (2006). The research investigated Iso-Ahola's motivation model with destination image, perceived value, and satisfaction with domestic tourist loyalty. The study found that all the relations in the proposed model were significantly supported. Managerial Implications The key findings of this study are as follows. First, this study verified the relationship between the Iso-Ahola's motivation, satisfaction, destination image, perceived value, and tourist loyalty. Second, the finding supports the argument that the image of the destination is described as an overall impression greater than the sum of its parts and the one-dimensional perspective of perceived value. Moreover, this study also found a significant impact of the image of the destination and perceived value directly on their satisfaction, and satisfaction, in turn, is the antecedent of loyalty. This finding helps the local government develop the image of the "land of the lotus" in their marketing strategies and raises the probability of future travel to this province again. Research Limitations However, the study has some limitations as well. This study is a survey of randomly selected domestic tourists who travel to Dong Thap. Getting data through the tour guides also has its limitations. However, this way of data collection is convenient. Future research may use other http://ertr.tamu.edu/ e-Review of Tourism Research (eRTR), Vol. 20, No. 1, 2023 http://ertr.tamu.edu 72 survey techniques to understand tourist loyalty. Furthermore, the study took a uni-dimension of destination image and perceived value to understand domestic tourists' loyalty. Future research should consider another component of destination images and perceived value. Conclusions This study investigated tourist loyalty using the Iso-Ahola motivation model, including destination image, tourist satisfaction, and perceived value, to predict domestic tourists' behaviors when travelling to Dong Thap province. The study's findings revealed that satisfaction had the strongest effect on tourist loyalty among all the constructs used in this study. Specifically, the results demonstrated that all proposed hypotheses in this regard were accepted and were found to significantly affect tourist loyalty. Furthermore, around 34.3 % of domestic tourists are between the age group of 26-35 years old with a bachelor's degree, which will not only encourage friends to travel to this place but also encourage friends to travel to this province. Thus, information about tourist loyalty is prominent to local authorities for developing effective marketing strategies. References Ahmad, T. M., Roxana, N. I., Ahmad, B., & Mohammad, A. (2021). A systematic approach for predicting loyalty behavior of tourist destinations. Journal of Tourism Futures. 1-15. 10.1108/JTF- 11-2020-0194. Al-Sabbahy, H. Z., Ekinci, Y., & Riley, M. (2004). An Investigation of Perceived Value Dimensions: Implications for Hospitality Research. Journal of Travel Research, 42(3), 226–234. doi:10.1177/0047287503258841 Armario, E. (2008). Tourist satisfaction: an analysis of its antecedents. Universidad, Sociedad y Mercados Globales, 367-382. ISBN 978-84-691-5667-4, Ayer, N., Jiang, K., McCarville, R., & Mannell, R. (2016). Farm Tourists: Exploring Reasons For Visiting “Ferienhof Faust”. Canada Conference, 12:1-3. Retrieved from https://scholarworks.umass.edu/ racanada_2016_conference/12 http://ertr.tamu.edu/ e-Review of Tourism Research (eRTR), Vol. 20, No. 1, 2023 http://ertr.tamu.edu 73 Aunalal, Z. I., Kadir, A. R., Taba, M. I., Hamid, N. (2017). The Influence of Service Quality Dimensions, Destination Image and Satisfaction to Tourist Loyalty in Maluku Province. Scientific Research Journal (SCIRJ), 5(6), 71-85. Auliya, A.; Prianti, D.M. (2022). Influence of Destination Attributes on Tourists’ Satisfaction and Their Impact on Tourists’ Loyalty, Pramuka Island. Proceedings. 83, 28. https://doi.org/10.3390/ proceedings2022083028 Baloglu, S., & McCleary, K. W. (1999). A model of destination image formation. Annals of Tourism Research, 26(4), 868–897. doi:10.1016/s0160-7383(99)00030-4 Bajs, I. P. (2011). Attributes of tourist destination as determinants of tourist perceived value. International Journal of Management Cases, 13(3), 547–554. doi:10.5848/apbj.2011.00090 Bajs, I. P. (2015). Tourist Perceived Value, Relationship to Satisfaction, and Behavioral Intentions: The Example of the Croatian Tourist Destination Dubrovnik. Journal of Travel Research, 54(1), 122–134. doi:10.1177/0047287513513158 Bigné, J. E., Sánchez, M. I., & Sánchez, J. (2001). Tourism image, evaluation variables and after purchase behavior: inter-relationship. Tourism Management, 22(6), 607–616. doi:10.1016/s0261- 5177(01)00035-8 Bigné Alcañiz, E., Sánchez García, I., & Sanz Blas, S. (2009). The functional-psychological continuum in the cognitive image of a destination: A confirmatory analysis. Tourism Management, 30(5), 715–723. doi:10.1016/j.tourman.2008.10.020 Brown, C.; Stahura, K. A. (2014). The Impact of Travel Related Variables on Travel Expenditures for Sport Tourists. International Journal of Hospitality and Tourism Systems, 7(1), 1-11. Chi, C. G.-Q., & Qu, H. (2008). Examining the structural relationships of destination image, tourist satisfaction, and destination loyalty: An integrated approach. Tourism Management, 29(4), 624– 636. doi:10.1016/j.tourman.2007.06.007 Chen, C.-F., & Tsai, D. (2007). How do destination image and evaluative factors affect behavioral intentions? Tourism Management, 28(4), 1115–1122. doi:10.1016/j.tourman.2006.07.007 Chen, C.-F. (2008). Investigating structural relationships between service quality, perceived value, satisfaction, and behavioral intentions for air passengers: Evidence from Taiwan, Transportation Research Part A: Policy and Practice, 42(4), 0–717. doi:10.1016/j.tra.2008.01.007 Cohen, S. A., Prayag, G., & Moital, M. (2014) Consumer behavior in tourism: Concepts, influences, and opportunities. Current Issues in Tourism, 17(10), 872-909, DOI: 10.1080/13683500.2013.850064. http://ertr.tamu.edu/ e-Review of Tourism Research (eRTR), Vol. 20, No. 1, 2023 http://ertr.tamu.edu 74 Cossío-Silva, F.-J., Revilla-Camacho, M.-Á., & Vega-Vázquez, M. (2018). The tourist loyalty index: A new indicator for measuring tourist destination loyalty? Journal of Innovation & Knowledge. doi:10.1016/j.jik.2017.10.003 Crompton, J. L., & McKay, S. L. (1997). Motives of visitors attending festival events. Annals of Tourism Research, 24(2), 425–439. doi:10.1016/s0160-7383(97)80010-2. Culture, Sports and Tourism Department of Dong Thap (2021). Tourists in Dong Thap increased strongly during the holidays of April 30 and May 1. https://dulich.dongthap.gov.vn/en/detailevents/?t=tourists-in-dong-thap-increased-strongly- during-the-holidays-of-april-30-and-may-1&id=event_55. Culture, Sports and Tourism Department of Dong Thap (2023). The statistics of total tourist arrivals in the stage of 2021-2022 (Vietnamese Version). https://dulich.dongthap.gov.vn/vi/detailnews/?t=tong-luot-khach-tham-quan-nam-2021- 2022&id=visitor_7 Dann, G. M. S. (1981). Tourist motivation and appraisal. Annals of Tourism Research, 8(2), 187– 219. doi:10.1016/0160-7383(81)90082-7. do Valle, Patrícia Oom; Silva, João Albino; Mendes, Júlio; Guerreiro, Manuela (2006) : Tourist satisfaction and destination loyalty intention: A structural and categorical analysis, International Journal of Business Science & Applied Management (IJBSAM), ISSN 1753-0296, International Journal of Business Science & Applied Management, 1(1), 25-44 Dunn Ross, E. L., & Iso-Ahola, S. E. (1991). Sightseeing tourists’ motivation and satisfaction. Annals of Tourism Research, 18(2), 226–237. doi:10.1016/0160-7383(91)90006-w Fornell C., Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39–50. doi:10.2307/3151312 Gallarza, M. G., & Gil Saura, I. (2006). Value dimensions, perceived value, satisfaction, and loyalty: an investigation of university students travel behavior. Tourism Management, 27(3), 437– 452. doi:10.1016/j.tourman.2004.12.002 Grewal, D., Monroe, K. B., & Krishnan, R. (1998). The Effects of Price-Comparison Advertising on Buyers’ Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions. Journal of Marketing, 62(2), 46-59. doi:10.2307/1252160 Hair, J., Anderson, R., Tatham, R., & Black, W. (1995). Multivariate Data Analysis, 4th ed., Prentice Hall, Upper Saddle River, NJ. Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Thousand Oaks: Sage Publications http://ertr.tamu.edu/ e-Review of Tourism Research (eRTR), Vol. 20, No. 1, 2023 http://ertr.tamu.edu 75 Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24. https://doi.org/10.1108/ebr-11- 2018-0203. Henseler, J., Ringle, C.M., & Sarstedt M. (2015). A new criterion for assessing discriminant validity in Variance-based Structural Equation Modeling. Journal of the Academy of Marketing Science, 43 (1), 115-135 Henseler, J., Hubona, G., & Ray, P.A. (2016). Using PLS path modeling in new technology research: Updated guidelines. Industrial Management and Data Systems, 116 (1), 2-20. https://doi.org/10.1108/IMDS-09-2015-0382. Hung, V. V., Dey, S. K., Vaculcikova, Z., & Anh, L. T. H. (2021). The Influence of Tourists’ Experience on Destination Loyalty: A Case Study of Hue City, Vietnam. Sustainability, 13(16). http://dx.doi.org/10.3390/su13168889 Iso-Ahola, S. E. (1982). Toward a social psychological theory of tourism motivation: A rejoinder. Annals of Tourism Research, 9(2), 256–262. doi:10.1016/0160-7383(82)90049-4 Jamal, T., & Lee, J.-H. (2003). Integrating micro and macro approaches to tourist motivations: Toward an interdisciplinary theory. Tourism Analysis, 8(1), 47–59. doi:10.3727/108354203108750166 Juvan, E., Omerzel, D. G., & Maravić, M. U. (2017). Tourist Behaviour: An Overview of Models to Date. Management International Conference. Monastier di Treviso (Venice). Italy Khazaei Pool, J., Khodadadi, M., & Asadi, A. (2016). The impact of congruence between self- concept and destination personality on behavioral intentions for visiting an Islamic-historical destination. Tourism and Hospitality Research, 1-10. https://doi.org/10.1177/1467358416663820 Kim, S.-H., Holland, S., & Han, H.-S. (2012). A Structural Model for Examining how Destination Image, Perceived Value, and Service Quality Affect Destination Loyalty: A Case Study of Orlando. International Journal of Tourism Research, 15(4), 313–328. doi:10.1002/jtr.1877. Lin, C.-H. & Kuo, B. (2016). The Behavioral Consequences of Tourist Experience. Tourism Management Perspectives, 18, 84-91. 10.1016/j.tmp.2015.12.017. Li, Hanliang. (2018). Multi-dimensional Issue of Tourists’ Motivation and Perceived Value in Predicting Behavioral Intention: Satisfaction as a Mediator. DEStech Transactions on Social Science, Education, and Human Science. 10.12783/dtssehs/icssd2017/19172. Mai, N. K., Hoang, T.M.D. (2017). The Effects of Destination Image, Perceived Value and Service Quality on Tourist Return Intention through Destination Satisfaction — A Study in Ho Chi Minh City, Vietnam. International Journal of Trade, Economics and Finance. 8(5), 401-408. doi: 10.18178/ijimt.2017.8.5.761. http://ertr.tamu.edu/ e-Review of Tourism Research (eRTR), Vol. 20, No. 1, 2023 http://ertr.tamu.edu 76 Mannell, R. C., & Iso-Ahola, S. E. (1987). Psychological nature of leisure and tourism experience. Annals of Tourism Research, 14(3), 314–331. doi:10.1016/0160-7383(87)90105-8. Moutinho, L., (2000). Strategic management in tourism. London: CABI Publishing. Moise, M. S., Gil-Saura, I., & Ruiz-Molina, M.-E. (2020). Implications of Value Co-Creation in Green Hotels: The Moderating Effect of Trip Purpose and Generational Cohort. Sustainability, 12(23), 9866. https://doi.org/10.3390/su12239866 Musselman, Brian T., (2022). Assessment of Iso-Ahola’s Theory of Tourism Motivation on Willingness to Fly as a Point-to-Point Suborbital Space Tourist. PhD Dissertations and Master's Theses. 678. https://commons.erau.edu/edt/678. Nasir, M. N. M., Mohamad, M., Ghani, N. I. A., & Afthanorhan, A. (2020). Testing mediation roles of place attachment and tourist satisfaction on destination attractiveness and destination loyalty relationship using phantom approach. Management Science Letters, 443–454. doi:10.5267/j.msl.2019.8.026. Neuts, B., Romão, J., van Leeuwen, E., & Nijkamp, P. (2013). Describing the Relationships between Tourist Satisfaction and Destination Loyalty in a Segmented and Digitalized Market. Tourism Economics, 19(5), 987–1004. doi:10.5367/te.2013.0332. O’Loughlin, C., & Coenders, G. (2004). Estimation of the European Customer Satisfaction Index: Maximum Likelihood versus Partial Least Squares. Application to Postal Services. Total Quality Management & Business Excellence, 15(9-10), 1231–1255. doi:10.1080/1478336042000255604 Palau-Saumell, R., Forgas-Coll, S., Sánchez-García, J., & Prats, L. (2018). Motivation and attachment to a diving destination. Journal of Vacation Marketing, 1-19. Doi:10.1177/1356766718778867. Pinto, P., Silva, J., Mendes, J., & Guerreiro, M. (2006). Tourist Satisfaction and Destination Loyalty Intention: A Structural and Categorical Analysis. Int. Journal of Business Science and Applied Management. 1. Petrick, J. F. (2002). Development of a Multi-Dimensional Scale for Measuring the Perceived Value of a Service. Journal of Leisure Research, 34(2), 119-134. doi:10.1080/00222216.2002.11949965. Rasoolimanesh, S. M., Md Noor, S., Schuberth, F., & Jaafar, M. (2019). Investigating the effects of tourist engagement on satisfaction and loyalty. The Service Industries Journal, 39(7-8), 559– 574.doi:10.1080/02642069.2019.1570152 Rahmiati, F., Othman, N. A., Bakri, M. H., Ismail, Y., & Amin, G. (2020). Tourism Service Quality and Tourism Product Availability on the Loyalty of International Tourists. The Journal of Asian Finance, Economics and Business, 7(12), 959–968. https://doi.org/10.13106/JAFEB.2020.VOL7.NO12.959 http://ertr.tamu.edu/ https://commons.erau.edu/edt/678 e-Review of Tourism Research (eRTR), Vol. 20, No. 1, 2023 http://ertr.tamu.edu 77 Ramesh, V., & Jaunky, V. C. (2020). The tourist experience: Modelling the relationship between tourist satisfaction and destination loyalty. Materials Today: Proceedings. doi:10.1016/j.matpr.2020.07.723 Ramseook-Munhurrun, P.; Seebaluck, V.N.;& Naidoo, P. (2015). Examining the Structural Relationships of Destination Image, Perceived Value, Tourist Satisfaction and Loyalty: Case of Mauritius. Procedia - Social and Behavioral Sciences, 175(), 252–259. doi:10.1016/j.sbspro.2015.01.1198. Salsabila, N., Alversia, Y. (2020). Examining Push-Pull Motivation and Travel Intention for Potential Travelers in Indonesia Using Theory of Planned Behaviour. Proceedings of Tourism Development Centre International Conference, Sustainable Tourism Development in Disaster Prone Destinations. 10.2478/9788395720406-004. Sánchez, J., Callarisa, L., Rodríguez, R. M., & Moliner, M. A. (2006). The perceived value of the purchase of a tourism product. Tourism Management, 27(3), 394–409. doi:10.1016/j.tourman.2004.11.007 Snepenger, D., King, J., Marshall, E., & Uysal, M. (2006). Modeling Iso-Ahola’s Motivation Theory in the Tourism Context. Journal of Travel Research, 45(2), 140–149. doi:10.1177/0047287506291592 Shu Wan Tan, A., Falahat, M., & Kai Sia, B. (2018). Perceived Consumption Values, Satisfaction and Loyalty in the Tourism: Case of Malaysia. International Journal of Engineering & Technology, 7 (3.21), 368. doi:10.14419/ijet.v7i3.21.17188. Suhartanto, D., Brien, A., Primiana, I., Wibisono, N., & Triyuni, N. N. (2019). Tourist loyalty in creative tourism: the role of experience quality, value, satisfaction, and motivation. Current Issues in Tourism, 1–13. doi:10.1080/13683500.2019.1568400 Sultan, M.T.; Sharmin, F.; Badulescu, A.; Gavrilut, D.; Xue, K. (2021). Social Media-Based Content Towards Image Formation: A New Approach to the Selection of Sustainable Destinations. Sustainability, 13, 4241. https://doi.org/ 10.3390/su13084241 Su, L.; Cheng, J.; & Huang, Y. (2020). How Do Group Size and Group Familiarity Influence Tourist Satisfaction? The Mediating Role of Perceived Value. Journal of Travel Research, 1-20, 004728752096638–. doi:10.1177/0047287520966384. Tang, H., Wang, R., Jin, X., & Zhang, Z. (2022). The Effects of Motivation, Destination Image and Satisfaction on Rural Tourism Tourists’ Willingness to Revisit. Sustainability, 14(19), 11938. https://doi.org/10.3390/su141911938. Talaee Malmiri, A.R., Norouzi Isfahani, R., BahooToroody, A. and Abaei, M.M. (2021), A systematic approach for predicting loyalty behavior of tourist destinations, Journal of Tourism Futures, https://doi.org/10.1108/JTF-11-2020-0194 http://ertr.tamu.edu/ https://doi.org/10.3390/su141911938 e-Review of Tourism Research (eRTR), Vol. 20, No. 1, 2023 http://ertr.tamu.edu 78 Tasci, A. D. A., Gartner, W. C., & Tamer Cavusgil, S. (2007). Conceptualization and Operationalization of Destination Image. Journal of Hospitality & Tourism Research, 31(2), 194– 223. doi:10.1177/1096348006297290 Tasci, A. D. A. (2007). Assessment of factors influencing destination image using a multiple regression model. Tourism Review, 62(2), 23–30. doi:10.1108/16605370780000311. Thanabordeekij, P. (2018) An Empirical Investigation of Iso-Ahola's Model of Motivation: Factors influencing Chinese Tourists Visit Intention in Thailand. Academic Journal Bangkokthonburi University, 7(1), 227-240. Valverde-Roda, José & Moral-Cuadra, Salvador & Aguilar-Rivero, Minerva & Solano Sanchez, Miguel Angel. (2022). Perceived value, satisfaction, and loyalty in a World Heritage Site Alhambra and Generalife (Granada, Spain). International Journal of Tourism Cities. 10.1108/IJTC-08-2021-0174. Vietnamplus (2021). The Mekong Delta region seeks to revive the tourism industry. https://en.vietnamplus.vn/mekong-delta-region-seeks-to-revive-tourism-industry/207012.vnp. Wang, C., & Hsu, M. K. (2010). The Relationships of Destination Image, Satisfaction, and Behavioral Intentions: An Integrated Model. Journal of Travel & Tourism Marketing, 27(8), 829– 843. doi:10.1080/10548408.2010.527249. Wolfe, K., Hsu, Cathy H. C. (2004). An Application of the Social Psychological Model of Tourism Motivation. International Journal of Hospitality & Tourism Administration, 5 (1), 29- 47. doi: 10.1300/J149v05n01_02 Yoon, Y., Uysal, M. (2005) An Examination of the Effects of Motivation and Satisfaction on Destination Loyalty: A Structural Model. Tourism Management, 26, 45-56. https://doi.org/10.1016/j.tourman.2003.08.016 Yi, S.; Day, J.; & Cai, L. A. (2014). Exploring Tourist Perceived Value: An Investigation of Asian Cruise Tourists' Travel Experience. Journal of Quality Assurance in Hospitality & Tourism, 15(1), 63–77. doi:10.1080/1528008X.2014.855530 Yu, J., Kasim, A., Sreenivasan, J., Dzakiria, H., & Ul Haq Magray, A. (2020). Exploring destination image, familiarity, information search behavior, involvement, and travel motivation as influencers of ecotourists' destination loyalty. Tourism / Turyzm, 30/2(22), 102-113. DOI: 10.18778/0867-5856.30.2.26 Zhang, J.; Adhikari, D.; Fahmy, S.; & Kang, S. (2020). Exploring the impacts of national image, service quality, and perceived value on international tourist behaviors: A Nepali case. Journal of Vacation Marketing, 26(4), 473–488. doi:10.1177/1356766720942559. http://ertr.tamu.edu/ https://en.vietnamplus.vn/mekong-delta-region-seeks-to-revive-tourism-industry/207012.vnp e-Review of Tourism Research (eRTR), Vol. 20, No. 1, 2023 http://ertr.tamu.edu 79 Zhang, P.; Guo, S.; Zeng, L.; Li, X. (2022) Formation Mechanisms of Rural Summer Health Destination Loyalty: Exploration and Comparison of Low- and High-Aged Elderly Leisure Vacation Tourists. Behav.Sci. 12,367. https:// doi.org/10.3390/bs12100367 Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2-22. doi:10.2307/1251446 http://ertr.tamu.edu/