International Journal of Tourism Cities
Purpose: This study examines how key destination attributes influence tourist satisfaction and how satisfaction, in turn, affects revisit intention and word-of-mouth in urban river tourism. It also tests the mediating role of satisfaction and the moderating role of tourist nationality. Design/methodology/approach: A sequential mixed-methods design combined focus-group refinement of measures and a structured on-site survey of 479 tourists in Can Tho, Vietnam. Partial least squares structural equation modelling (PLS-SEM) with bootstrapping and multi-group analysis was used.
Findings: Community involvement, sustainability, amenities, and accessibility significantly enhanced satisfaction, while activities and entertainment unexpectedly reduced it. Satisfaction functioned as a mediator between destination attributes and behavioral intentions. Nationality moderated the effects of satisfaction on revisit intention and word of mouth, with stronger impacts observed among domestic tourists. Originality/value: By integrating the theory of planned behavior, expectancy disconfirmation theory and the experience economy with complementary perspectives such as place attachment, experiential value, and emotional solidarity, this study refines theoretical understanding of satisfaction and loyalty in river-based urban tourism. It shows that social and environmental dimensions dominate over price in shaping behavioral intentions.
Practical implications: Managers should prioritise community-led initiatives, visible sustainability measures and context-sensitive entertainment design; pairing infrastructure upgrades with safeguards for local livelihoods is essential.
Key words: Sustainable tourism; cultural segmentation; destination management; community participation.
In an era of heightened environmental awareness and sustainable development, river tourism increasingly combines ecological stewardship, cultural heritage and local livelihoods (Munir et al., 2025; Sihombing et al., 2024). Tourist satisfaction is a central predictor of loyalty outcomes (revisit intention, WOM) and is shaped by multiple destination attributes — e.g., accessibility, amenities, activities, community participation and sustainability (Afshardoost & Eshaghi, 2020; Torabi et al., 2023).
Tourist satisfaction, a critical measure of experience quality, is widely recognized as a key determinant of post visit behavior such as revisit intention and word of mouth. Satisfaction is influenced by a wide array of destination attributes, including environmental quality, service infrastructure, accessibility, cultural authenticity, and community involvement (Afshardoost & Eshaghi, 2020; Torabi et al., 2023). In recent years, destination sustainability—including perceived environmental responsibility and social equity—has emerged as an essential factor in shaping positive tourist experiences (Carvalho et al., 2025; Liu et al., 2023). Furthermore, experience co creation through community engagement and tourist participation has become central to enhancing satisfaction and loyalty (Lan et al., 2021).
Building on the satisfaction–loyalty paradigm, this study uses a layered theoretical framework. At the core are the theory of planned behavior (Ajzen, 1991), expectancy disconfirmation theory (Oliver, 1980) and the experience economy (Pine & Gilmore, 2011), which explain how evaluations become intentions. Complementary perspectives — place attachment, experiential value and emotional solidarity — account for emotional and social mechanisms that are especially relevant in river tourism (Mathwick et al., 2001; Williams & Vaske, 2003; Woosnam, 2012). Moreover, nationality is treated as a theoretically grounded moderator reflecting cultural variations in expectations and uncertainty avoidance (Hofstede, 2001; Reisinger & Turner, 2012), serving as a boundary condition within TPB and EDT for how satisfaction converts into behavioral intentions.
Despite prior work (Lin et al., 2022), research rarely integrates these theories to (i) test multiple attributes simultaneously, (ii) formally test satisfaction as a mediator, and (iii) examine nationality as a moderator in river tourism contexts. This study seeks to bridge these gaps by examining the impact of key destination attributes on tourist satisfaction and how satisfaction, in turn, influences revisit intention and word of mouth. The research is conducted in river tourism destinations in Can Tho City, Vietnam—a major Mekong Delta hub known for its diverse waterways, floating markets, and cultural tourism activities. Unlike prior studies that focus narrowly on a single route or destination, this research considers multiple river tourism contexts to provide a broader understanding. By explicitly testing mediation (satisfaction linking attributes to loyalty) and moderation (nationality as a boundary condition), the study provides both theoretical refinement and managerial guidance for sustainable urban river tourism. Additionally, it explores how nationality differences affect the strength of the satisfaction–behavior relationship, offering new insights for sustainable destination management and culturally responsive marketing.
Tourism studies increasingly adopt theoretical frameworks to explain how tourists form satisfaction judgments and translate them into loyalty outcomes. The theory of planned behavior (TPB) conceptualizes behavioral intention as a product of attitudes, social norms, and perceived control, with satisfaction often positioned as a key attitudinal driver of revisit and advocacy (Ajzen, 1991). Expectancy disconfirmation theory (EDT) explains satisfaction as the outcome of comparing expectations with actual experiences, where positive disconfirmation fosters loyalty (Oliver, 1980). The experience economy (EE) highlights how infrastructure and design conditions stage memorable and emotionally engaging experiences (Pine & Gilmore, 2011). In this research, these theories form the causal backbone, while additional perspectives such as environmental preference, place attachment, experiential value, and emotional solidarity enrich understanding of how specific destination attributes matter.
Kaplan and Kaplan (1989) propose a holistic framework for understanding how individuals perceive environments through four dimensions: coherence, legibility, complexity, and mystery. In tourism contexts, legibility and coherence support satisfaction by enhancing clarity, reducing stress, and encouraging exploration. Conceição et al. (2023) demonstrate that legibility improves comfort and emotional security in visitor settings, reinforcing the link between functional clarity and positive experience. These ideas establish accessibility and amenities as foundational factors enabling satisfaction.
Traditional and electronic word of mouth (WOM and e-WOM) serve as powerful mechanisms in shaping tourists’ perceptions of destinations and guiding their travel-related decisions. These informal communication channels significantly impact how potential visitors form impressions and choose among competing tourism options (Jalilvand et al., 2013; Xu et al., 2020). Research shows that satisfaction and emotionally positive experiences strongly predict favorable WOM (Fakfare et al., 2025; Litvin et al., 2008, 2018). WOM thus represents both an outcome of satisfaction and a mechanism that diffuses destination reputation.
Revisit intention is widely accepted as a direct indicator of loyalty. Tourists satisfied with their experiences demonstrate a higher likelihood of returning, a relationship observed across numerous contexts (Gursoy & Chi, 2020). Destination image further amplifies this effect: positive impressions increase repeat visitation (Yoon & Uysal, 2005). Emotional fulfillment is especially influential in shaping revisit decisions (Lin et al., 2022; Torabi et al., 2023). However, contextual factors can weaken this relationship. In Hoi An, Vietnam, crowding significantly reduced the impact of satisfaction on revisit intentions, underscoring the role of visitor management in sustaining loyalty Phi et al. (2024). Overall, satisfaction functions as the evaluative core within TPB and EDT, translating perceived quality into behavioral outcomes through attitudinal, normative, and control pathways
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