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Factors influencing tourist behavior have been focal point in marketing tourism research for decades. Tourism plays an important role in the economic development of Vietnam. The objective of my research was to investigate the destination personality of Vietnam and to examine the relationship between destination personality and foreign tourist’s revisit intentions. Both qualitative and quantitative method are used in this study. A survey with convenience sample of 401 speaking English visitors to Hanoi and Quangning, Vietnam was conducted. The findings of the study indicate that tourists ascribe personality characteristics to destinations and the destination personality of Vietnam includes the dimensions: excitement, sincerity, competence, sophistication, ruggedness, Vietnamese personality with peaceful and messiness. These dimensions have a positive influence on tourist’s intention to return and intention to recommend. The study concludes that destination personality is a significant factor on the impact of destination personality on foreign tourist’s behavioral intentions. The research also provided managerial implications for destination marketers based on the results. The study offers multiple theoretical and practical implications for both academicians and practitioners.

EXPLORING THE IMPACT OF DESTINATION PERSONALITY ON FOREIGN TOURIST’S REVISIT INTENTION: THE CASE OF HANOI AND QUANGNING, VIETNAM