International tourists’ revisit intention to Can Tho City: the role of personal values and moderating effect of quality of experience

This study extends the Values-Attitudes-Behaviour (VAB) model by examining the complex relationships among international tourists in Can Tho City, Vietnam. PLS-SEM analysis of 336 responses reveals a hierarchical impact structure with varying strengths. The strongest direct effect emerges from personal values to revisit intention (β = 0.671), followed by quality of experience to revisit intention (β = 0.642). Moderate effects are found from personal values to quality of experience (β = 0.486) and personal values to attitudes (β = 0.464). Quality of experience demonstrates multifaceted roles through: (1) direct influence on attitudes (β = 0.298) and revisit intention, (2) moderating effects on personal values-attitudes relationship (β = 0.123) and personal values-revisit intention relationship (β = 0.032). The model exhibits robust explanatory power with all hypotheses supported. These findings advance tourism behaviour theory by revealing the comprehensive mechanism of quality of experience as a predictor, mediator, and moderator in tourist decision-making.