International Journal of Multidisciplinary Research and Growth Evaluation  |  ISSN (Online): 2582-7138  |  Double-Blind Peer Review  |  Open Access  |  CC BY 4.0

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     2026:7/3

International Journal of Multidisciplinary Research and Growth Evaluation

ISSN (Online): 2582-7138 | Open Access

Cultural Similarity and Revisit Intention of East Asian Tourists in SaPa, Vietnam

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Volume: 7 | Issue: 3 | Pages: 414-420

Subject: Tourism

Country: Vietnam

DOI: https://doi.org/10.54660/IJMRGE.2026.7.3.414-420

License: CC BY 4.0

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Abstract

Cultural similarity is an important factor influencing tourists’ perceptions and behavioral intentions in tourism destinations. This study investigates the effects of cultural similarity on destination image, tourist satisfaction, and revisit intention toward Sa Pa among international tourists. The study also examines the mediating roles of destination image and satisfaction. A quantitative research approach was employed. Data were collected from 381 East Asian tourists visiting Sa Pa (Korean, Chinese, and Japanese tourists) and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software. The results show that cultural similarity positively affects destination image, tourist satisfaction, and revisit intention. Destination image significantly influences tourist satisfaction, while satisfaction positively affects revisit intention. In addition, destination image and satisfaction mediate the relationship between cultural similarity and revisit intention. This study provides managerial implications for destination managers in developing culturally appropriate marketing strategies and improving tourism experiences to increase East Asian tourists’ revisit intention toward Sa Pa.

How to Cite This Article

Huong Kieu Thu (2026). Cultural Similarity and Revisit Intention of East Asian Tourists in SaPa, Vietnam . International Journal of Multidisciplinary Research and Growth Evaluation (IJMRGE), 7(3), 414-420. DOI: https://doi.org/10.54660/IJMRGE.2026.7.3.414-420

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Publication Information

Journal: International Journal of Multidisciplinary Research and Growth Evaluation (IJMRGE)

Publisher: Anfo Publication House

ISSN: 2582-7138 (Online)

Frequency: Bimonthly

Language: English

Open Access: Yes - This article is distributed under the terms of the Creative Commons Attribution 4.0 International License

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