International Journal of

ADVANCED AND APPLIED SCIENCES

EISSN: 2313-3724, Print ISSN: 2313-626X

Frequency: 12
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 Volume 12, Issue 3 (March 2025), Pages: 78-90

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 Original Research Paper

Impact of integrated marketing communications on Generation Z tourists' revisit intention, with destination satisfaction as a mediating factor: A case study of Vung Tau, Vietnam

 Author(s): 

 Truong Dinh Thai, Bui Duc Sinh *

 Affiliation(s):

 Faculty of Business Administration, Ho Chi Minh University of Banking, Ho Chi Minh City, Vietnam

 Full text

  Full Text - PDF

 * Corresponding Author. 

  Corresponding author's ORCID profile: https://orcid.org/0009-0009-0141-8189

 Digital Object Identifier (DOI)

 https://doi.org/10.21833/ijaas.2025.03.009

 Abstract

This study examines the influence of integrated marketing communications on the intention of Generation Z tourists to revisit Vung Tau, with destination satisfaction as a mediating factor. The research focuses on tourists from Ho Chi Minh City. Data were collected from a sample of 310 respondents using a convenience sampling method. The analysis was conducted using SPSS 25.0 and SmartPLS 4.1.0.0. Hypothesis testing through Partial Least Squares Structural Equation Modeling (PLS-SEM) revealed that key components of integrated marketing communications—personal selling, sales promotion, advertising, public relations, and direct marketing—directly impact destination satisfaction and indirectly influence revisit intention through satisfaction. Additionally, advertising, public relations, and direct marketing have both direct and indirect effects on revisit intention. The findings offer practical insights for Vung Tau’s tourism sector, emphasizing the need for tourism businesses and destination managers to implement integrated communication strategies to attract tourists, particularly younger generations. Furthermore, enhancing service quality and recognizing the role of tourism satisfaction through well-planned marketing communication initiatives are crucial for increasing visitor retention.

 © 2025 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords

 Integrated communications, Revisit intention, Destination satisfaction, Tourism marketing, Generation Z tourists

 Article history

 Received 6 October 2024, Received in revised form 29 January 2025, Accepted 23 February 2025

 Acknowledgment

No Acknowledgment.

 Compliance with ethical standards

 Ethical considerations

The study was conducted in accordance with the ethical standards of the institutional and national research committee. Informed consent was obtained from all participants involved in the study. Participation was voluntary, and responses were anonymized to protect participants' identities. No personal or sensitive data were collected.

 Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

 Thai TD and Sinh BD (2025). Impact of integrated marketing communications on Generation Z tourists' revisit intention, with destination satisfaction as a mediating factor: A case study of Vung Tau, Vietnam. International Journal of Advanced and Applied Sciences, 12(3): 78-90

 Permanent Link to this page

 Figures

 Fig. 1 Fig. 2

 Tables

 Table 1 Table 2 Table 3 Table 4 Table 5 Table 6 Table 7 Table 8 Table 9 

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