Life satisfaction and country loyalty among Korean residents in Vietnam: seeking determinants related to tourism Online publication date: Mon, 21-Aug-2023
by Han Nu Ngoc Ton; Thy Nguyen Nhat Tu
J. for Global Business Advancement (JGBA), Vol. 15, No. 6, 2022
Abstract: The study revisited a previous conceptual framework which explained tourism as the primary reason behind foreign residents selecting a new destination for expatriate living, achieving life satisfaction, and showing their loyalty to their 'second-home' country. We selected Korean residents in Ho Chi Minh City as the target population in this research. Partial least squares structural equation modelling was used to test structural model and mediating effects. The results revealed a sequencing relationship (i.e., among country image, country attachment, life satisfaction, and country loyalty) with significantly positive causal relationships and significant mediating effects used for theory building. Moreover, the study outlines a recommended model for observing such a phenomenon in further research with different target populations. It thus provides theoretical and practical implications on destination marketing for Vietnam tourism and expatriate living in Vietnam.
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