Can Tho City plays an important role on the tourist map of Vietnam thanks to its rich natural and cultural resources. After the Covid-19 pandemic, with the goal of recovering and developing this industry to become the city's spearhead economic sector, conducting research to measure tourists’ satisfaction in order to boost their return intention to the city is really necessary. The purpose of this research is therefore to (1) determine factors affecting satisfaction and return intention of tourists at typical tourist destinations of Can Tho City; (2) measure the impact of these factors on tourists' satisfaction and their intention to return to Can Tho City; (3) propose policy implications that contribute to improving satisfaction and return intention of tourists towards promoting tourism development of Can Tho City in the future. This study applied approaches such as document research, field observation and interview (10 representatives of actors in the field of tourism in Can Tho City; 285 tourists at 12 typical tourist destinations in Can Tho city). The results reveal that tourists' satisfaction and their intention to return to this city are affected by the following two main factors in different order of importance: (1) Tangible Factors related to Destination Image (such as Tourism Infrastructure, Recreational Facilities, Natural and cultural tourism resources); (2) Intangible Factors related to Emotional Value (like Reliability, Assurance, Empathy, Responsiveness). Based on the research results, the article proposes managerial implications to improve tourists' satisfaction and return intention, thereby helping to improve the quality and attractiveness of the destination.
Keywords: tourist satisfaction, return intention, destination quality, Can Tho City tourism, Vietnam, post-pandemic recovery
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