Factors Affecting Customer Loyalty in Agritourism: A Case Study of Alluvia Farm & Chocolate Factory = Các yếu tố ảnh hưởng đến lòng trung thành của khách hàng trong du lịch nông nghiệp: Trường hợp nghiên cứu Alluvia Farm & Chocolate Factory

Abstract

This study assesses the impacts of various factors on customer loyalty and explains why these factors influence their loyalty in agritourism in the Mekong Delta region, specifically focusing on the case of Alluvia Farm & Chocolate Factory. In Vietnam, there needs to be more in-depth research on a model that uses tourism products and human factors to understand customer loyalty in agritourism in the Mekong Delta. To address this gap, the study analyzed data from 241 samples through an online survey of tourists who had experienced agritourism in the Mekong Delta and from in-depth interviews with 34 customers and 10 business owners and employees at Alluvia Farm & Chocolate Factory and other agritourism destinations. The research results highlight that two factors, human factors and tourism products, have a significant impact on customer loyalty in agritourism. Additionally, there are remarkable differences in individual factors such as age, income, and frequency of visits that influence customer loyalty in agritourism. The research results help to provide implications and recommendations to enhance customer loyalty, which includes (1) Community and Regional Integration, (2) Local Resource Utilization, (3) Infrastructure Development, and (4) Expansion of Tourism Products.