Study of Customer Loyalty to Agritourism Destinations

Agritourism presents a chance for businesses engaged in growing meats responsibly to improve marketing, inform consumers, and foster brand loyalty. The main objective of this study was to identify, evaluate, and to measure the attributes of the customer loyalty to agritourism destinations in Hanoi city, Vietnam. The study was based on a field survey using a semi-structured questionnaire on a sample of 1,000 customers. But, only 886 filled questionnaires were satisfactory and therefore included in the analysis. By using several statistical analytical tools, i.e., descriptive statistics, and Cronbach’s Alpha analysis the study has identified and measured three (3) attributes of the customer loyalty to agritourism destinations in Hanoi city, Vietnam that have great effects on customers. Based on the findings, some recommendations are given for tourist firms to improve the customer loyalty.