Determining Factors of Tourists Loyalty to Revisit Phnom Penh, Cambodia

Abstract

The purpose of this study is to determine what factors affect travelers' decisions and loyalty to Phnom Penh as a travel destination. The study focusses on aspects such as the city's high crime rate (62.18% in 2018), which has increased by 73.08% in the previous three years. This problem is exacerbated by elements including perceived risk, brand knowledge, and E-WOM. Destination brand knowledge is the dependent variable, while electronic word-of-mouth and destination brand knowledge are the independent variables, according to the literature. Furthermore, it has been established that tourists’ loyalty is a dependent variable and perceived risk is a mediating variable. The model uses non-probability sampling to collect data from 384 respondents utilizing a correlational research design and quantitative research approach. Additionally, SPSS version 27 is performed for the statistical analysis tools approach. The study examines the relationship between perceived risk, electronic word-of-mouth (E-WOM), destination brand knowledge, and tourists’ loyalty in Phnom Penh, Cambodia, based on statistical results. It was discovered that there was a favorable relationship between E-WOM and destination brand knowledge, which affected tourists' choices and loyalty. It also showed a negative correlation between tourists’ loyalty and perceived risk, pointing to tactics for enhancing trust and reducing risk. Policymakers and stakeholders in the tourism industry can use the findings to promote sustainable tourism growth and improve Phnom Penh, Cambodia's competitiveness as a destination.