The Effect of Destination Image and Perceived Value on the Loyalty of International Tourists to Cultural Heritage Tourism in Hanoi

[Purpose] Vietnam is a well-known country with many world cultural heritage. However, the exploitation of cultural heritage in tourism in academic research and practice activities in Vietnam is still limited. To bridge the gap in the literature, this study constructed the model to evaluate the relationship between expectation, perceived value, satisfaction, and loyalty of international tourists toward cultural heritage tourism in Hanoi. [Design/methodology/approach] Using the PLS-SEM method, the research tested eight hypotheses based on the survey conducted on 388 international tourists at the famous cultural heritage site of Hanoi, the Imperial Citadel of Thang Long. [Findings] The results indicate that all eight hypotheses are supported. Research results show that destination image strongly impacts perceived value, and both destination image and perceived value directly influence visitor satisfaction and loyalty. Satisfaction also has a direct relationship with tourist loyalty. The indirect relationships between the destination image and perceived value with tourist loyalty are indicated. Its results confirmed the role of mediators of satisfaction, contributing to academic theory. [Originality/value] The results indicate that all eight hypotheses are supported. Research results show that destination image strongly impacts perceived value, and both destination image and perceived value directly influence visitor satisfaction and loyalty. Satisfaction also has a direct relationship with tourist loyalty. The indirect relationships between the destination image and perceived value with tourist loyalty are indicated. Its results confirmed the role of mediators of satisfaction, contributing to academic theory.