How Familiarity Shapes Tourist Decisions: A Look at Reputation, Trust and Revisit Intentions in Ho Chi Minh City

While Ho Chi Minh City boasts a strong reputation as a tourist destination, it struggles with declining repeat visits and lower brand awareness among international travelers. This research aims to understand the connection between a destination's reputation, the trust it inspires in visitors, and their intention to return. Employing a mixed-methods approach, the study combined qualitative insights from literature reviews, content analysis, and expert interviews to build a conceptual framework. This framework then guided a quantitative analysis of 400 valid responses using linear regression and Pearson's multivariate correlation techniques. The results reveal a significant positive influence of destination reputation on both trust and revisit intentions. Interestingly, trust acts as a mediator in this relationship. Furthermore, the study found that familiarity with the destination moderates these effects, shaping tourist perceptions and ultimately their travel decisions. These findings provide valuable insights for developing social media influencer marketing strategies within the tourism industry.

胡志明市（Ho Chi Minh City）虽作为旅游目的地享誉全球，却面临着国际游客重访率持续下滑、品牌认知度偏低的发展困境。本研究旨在探究旅游目的地声誉、其赋予游客的信任感与游客重游意愿三者间的内在关联。本研究采用混合研究方法，整合文献综述、内容分析与专家访谈所得的质性研究结论，构建了一套概念框架。随后，该框架指导研究团队对400份有效问卷数据展开定量分析，运用了线性回归与皮尔逊（Pearson）多元相关分析技术。研究结果显示，目的地声誉对游客信任感与重游意愿均存在显著正向影响。值得注意的是，信任感在该关联中发挥了中介作用。此外，研究发现游客对目的地的熟悉程度会对上述效应产生调节作用，进而影响游客的感知认知与最终出行决策。本研究结论可为旅游业制定社交媒体网红营销策略提供重要参考依据。