PROJECT REPORT

Nostalgia triggers and its effects on the revisit

intention of young tourists in Ho Chi Minh City

Group 2
 CHAPTER 01:
INTRODUCTION
1.1. Research background and statement of the problem

Scholars and practitioners have long been interested in understanding

factors that influence tourists’ behaviors (e.g., Chi 2011; Gursoy, Bonn,
and Chi 2010), especially the phenomenon of tourist revisiting has
received continuous attention from the tourism industry and academia
(Zhang et al., 2021)
Tourists’ behavioral intentions have been found to be strongly affected
by evoked nostalgia (Leong et al. 2015)

Davis (1979) reasoned that the older individuals are, the more nostalgic
they become while Batcho (1995) demonstrated that younger people
can also display high levels of nostalgia.

According to Richards (2008), we classify the ages of 16 and 29 as the

young group
1.1. Research background and statement of the problem

Few have focused on the impact of nostalgia on emotional or behavioral

intentions, but its effect on revisit intention should exist (Lu et al., 2022)

Despite the increasing interest from tourism researchers on nostalgia and its
effects on consumer behavior, studies exploring the association between these
constructs are still limited (Karagöz et al., 2023)

There is a research gap regarding how nostalgia triggers may foster nostalgia
experiences and how nostalgia experiences can increase tourist revisit
intention
Thus, it is paramount to study young tourists’ revisit intention and, in
particular, what elicits nostalgic experiences and how they influence revisit
intention
1.2. Research objectives

Fill the identified research gaps by focusing on personal nostalgia experiences

based on individuals’ previous travel experiences (Hepper et al., 2021), place
attachment (Tsai et al., 2020; Cho, 2021) and positive emotions (Batcho, 2013;
Wildschut et al., 2006)
First, investigates how nostalgia triggers influence consumers’ revisit intention
via nostalgic experiences

Second, separates nostalgia triggers into loneliness, need to belong and

destination image and compares their influence on nostalgic experiences.

Third, explores interrelationships between the nostalgic experiential factors of

memorability of previous travel experiences, place attachment and positive
emotions
1.3. Research objects
1.3.1 Research subjects

Research subjects: Nostalgia triggers of young tourists, nostalgia

experiences and their revisit intention
Participants: Young people living, working and studying in Ho Chi
Minh city
1.3. Research objects
1.3.2 Scope of study

About space: This survey was conducted in Ho Chi Minh City,

Vietnam.
1.4. Research method

Quantitative research methods to comprehend and determine the impact

of nostalgia triggers on young tourists’ nostalgia experiences, resulting in
intention to revisit

In the first stage, the measurement scales for all studied constructs were
adopted from prior studies and were translated into Vietnamese

The second stage was quantitative study which included the main survey
and data analysis
 2.1. Nostalgia

CHAPTER 02: 2.2. Nostalgia triggers

LITERATURE 2.3. Nostalgia experiences
REVIEW AND
2.4. Behavioral intention
HYPOTHESIS
DEVELOPMENT 2.5. Prior relevant studies
2.6. Research framework and
hypothesis development
2.1. Nostalgia

Describe the cognitive and emotional process of remembering the past

(Chark, 2021), which can lead to positive, or negative nostalgic emotions, or
both (Sedikides & Wildschut, 2016)
When people are reminded of memorable travel experiences, they tend to
recall positive memories and hence feel strong positive nostalgic emotions
(Merchant, Ford, & Rose, 2011; Ramkissoon & Uysal, 2018)

There are broadly two types of nostalgia that are identified in tourism (Gao
et al., 2020)

Personal nostalgia can be close to tourism, e.g., an intention to revisit a

previous destination (Cho et al., 2020)
2.2. Nostalgia triggers
2.2.1 Loneliness

Loneliness is a complex emotion marked by negative feelings

and cognitions.
Loneliness is also characterized by perceived lack of social
support and by having fewer and less satisfying relationships
than desired.
Loneliness may comprise negative affective states such as
hurt feelings and unrequited love.
2.2. Nostalgia triggers
2.2.2. Need to belong

Need to belong is essential for our survival.

The need to belong is considered to come from the
evolutionary past and has biological foundations.
Establishing interpersonal connections gives us a
feeling of belonging and a positive self-perception
2.2. Nostalgia triggers
2.2.3 Destination image

Sum total of the ideas, impressions,

expectations, and emotional feelings
Can explain individuals’ perceived or
behavioral reactions to destinations
Represent tourists’ mental representations of a
destination
Two types of destination images: cognitive
and affective
2.3. Nostalgia experiences
2.3.1 Memorability of previous
travel experience

Memory is “an alliance of systems that work together,

allowing us to learn from the past and predict the future”
A memorable tourism experience is defined as an
important event stored in the memory and recalled after it
has occurred
Memorability refers to the ability of tourists to recall a
specific event and tourists' tourism recall is the result of
the selective reconstruction of tourism experiences
2.3. Nostalgia experiences
2.3.2 Place attachment

Place attachment is commonly described as the

emotional and cognitive connections individuals
establish with specific locations
Place attachment may be a relevant outcome of place
experiences, connected to positive emotions felt at
rural destinations.
2.3. Nostalgia experiences
2.3.3 Positive emotion

Positive feelings that include relaxation, happiness, pleasure

and excitement can be considered as positive emotions
associated with tourism.
Positive emotions serve as indicators of well-being and
serve to encourage approach behavior or sustained action
and other positive affective states.
Positive emotions can broaden individuals's momentary
range of cognitive and behaviors, spectrum of thoughts and
actions and helping people develop long-lasting mental,
physical, social, and psychological resources
2.4. Behavioral intention
2.4.1 Revisit intention

An individual's desire to make a return to visit

the same place
An increase in the feeling of satisfaction rather
than an initiator of the revisit decision making
process
Lead to more visits in the future and ultimately
develop a stronger sense of loyalty to that
destination
2.5 Prior relevant studies

Table 2.1. Relevant research on

nostalgia triggers and nostalgia
experiences
 Source Independent variables Mediator/Moderator Dependent variables Key finding

The nostalgia triggers are significant determinants

Song, H., Xu, J. B., Nostalgia
Nostalgic Behavioral of nostalgic memories, which in turn affect positive
& Kim, J. H. (2021) triggers
experiences intention emotions. Positive emotions then significantly
increase revisit intention.

Lu, Y., Lai, I. K. W., Memorability of Destination

Nostalgia,
Liu, X. Y., & Wang, previous travel attachment, The strong nostalgia and destination attachment
Destination
X. (2022) experience Revisit intention stimulates revisit intention among tourists
attachment

Loh, H. S., Gaur, S. Loneliness may trigger nostalgia that in turn could
S., & Sharma, P. Loneliness prompt lonely consumers to develop self-brand
Nostalgia Brand loyalty
(2021) connections and emotional attachment with their
favorite brands.

Nostalgic emotion is positively related to

Akgün et al., Nostalgic
Destination destination image (cognitive image variables and
(2020) emotion Tourist behaviors
image the affective image) after tourists' experiential
experience.

Intention to visit Individuals with a higher need to belong have higher

Chark, R. (2021) Need to belong Nostalgic state
levels of in-the-moment nostalgia.
2.6. Research framework and hypothesis
development
2.6.1 The cognitive appraisal theory (CAT)

An explanation of relationships between stimuli, appraisals, consumption

emotions, and post-consumption behaviors, is provided by the CAT (Bougie et
al., 2003; Lazarus and Folkman, 1984; Nyer, 1997; Soscia, 2007)

Individuals subjectively appraise the meaning of a stimulus such as an event

(Lazarus, 1991), and evaluation processes then “intervene between the
encounter and reaction” (Lazarus and Folkman, 1984)

This study proposes sequential causal relationships between nostalgia triggers

(i.e., loneliness, need to belong, destination image), nostalgic experiences
involving both cognitive appraisal (i.e., memorability of previous travel
experience ) and emotion (i.e., positive emotion), and revisit intention.
2.6.2. The relationship
between nostalgia
triggers and nostalgia
experiences
 According to the findings of Abeyta et al, nostalgia feelings
reduce negative thoughts and motivations associated with
loneliness.
An alternative strategy for coping with loneliness is to
strengthen subjective perceptions of social connectedness and
support by drawing on nostalgic memories. In nostalgic reverie,
“the mind is peopled”. By rekindling meaningful relationships,
nostalgia bolsters social bonds and renders accessible positive
relational knowledge structures

=> H1. Loneliness positively invokes tourists' memorability of

previous travel experience.
 In terms of Maslow’s theory, nostalgia can be considered the needs
of belonging and self-actualization
Activating the need to belong increases the propensity for
nostalgia
The need to belong, activated by recent social experience, would
similarly serve to bias memory for relevant information

H2. Need to belong positively invokes tourists' memorability

=>
of previous travel experience
 According to Zhang et al., (2018) and Kim (2014),
destination image associates and has a direct positive
effect on memorable tourism experiences.

As (Pike & Ryan, 2004) stated, cognitive destination image is

related to individual familiarity or knowledge of a destination
derived from past experience

=> H3. Cognitive destination image positively invokes tourists'

memorability of previous travel experience

H4. Affective destination image positively invokes tourists'

memorability of previous travel experience
 Several researchers have perceived destination image as a
prerequisite that positively shapes place attachment (Jeong
& Kim, 2019; Lee et al., 2015; Prayag & Ryan, 2012)

A few studies tested and identified the positive influences of

cognitive and affective images on place attachment (e.g.,
Chiang 2016; Jiang et al. 2017; Kaplanidou et al. 2012; Prayag
and Ryan 2012; Qiu 2014; Stylos et al. 2017; Veasna, Wu, and
Huang 2013)

=> H5. Cognitive destination image positively affects place attachment

H6. Affective destination image positively influence place attachment

2.6.3 Memorability
of previous travel
experience and
place attachment
 Tourists who are particularly moved by or well-versed in the travel
experiences offered by a particular location will feel a range of strong
emotions toward the location

As per Yuksel et al. (2010), place attachment is associated with

eliciting or promoting significant emotions in people, and these
affirmative feelings will impact their mindset and actions

=> H7. Tourists' memorability of previous travel experience positively

affects their place attachment during nostalgia experiences
2.6.4 Memorability
of previous travel
experience and
positive emotions
 As tourists seek out emotional experiences (Su et al., 2020), the emotions
elicited by tourists' experiences influence their thoughts, perceptions,
attitudes, and behaviors (Gezhi, C., & Xiang, H., 2022)

Tourists' positive emotions can generate positive outcomes, such as

enhancing their destination image perceptions, service quality evaluations
(Song & Qu, 2017), visitation intentions and tendency to share their
experiences on social media (Yan et al., 2018).

=> H8. Tourists' memorability of previous travel experience influence their

positive emotions during nostalgic experiences
2.6.5.
Place attachment
and positive
emotions
 According to Lomas et al, (2023), place attachment has been
shown to be associated with higher levels of life satisfaction, as
well as physical and mental well-being. It appears to be
connecting the past and the present, seemingly serving to
influence their making sense of current events.

As Lovell, Gray, and Boucher (2017) and Woo, Kim, and Uysal
(2015) stated, place identity represents the positive meanings
people attach to place, which contribute to sustaining healthy
well-being.
=> H9. Place attachment increases positive emotions during nostalgic
experiences
2.6.6.
Positive emotions
and revisit intention
 Previous studies confirm a positive link between nostalgia
and behavioral intention (Hwang and Hyun, 2013,
Marchegiani and Phau, 2010, Zhou et al., 2019).
Positive feelings can lead to behavioral decisions to revisit
and or recommend a place (Monica A. Breiby & Slåtten,
2015).
Tourists’ positive emotions developed from nostalgia triggers
determine revisit intention.

=> H10. Positive emotions positively affect tourists' revisit

intention
Figure 2.1 The research framework and hypothesis
 CHAPTER 03:
RESEARCH METHODOLOGY
3.1. Procedure 1 2 3 4

Read the related Literature Construct the Discussion

articles review research model
and hypotheses

7 6 5

Collect the Modified Measurement scale

quantitative data questionnaire & & Draft
measurement scale questionnaire

8 9 10

Data processing and Give the conclusion Give cons and

analysis solutions
- Reliability (cronbach’s alpha and composite
reliability)
- Convergent validity ( AVE)
- Discriminant validity (cross loadings, Fornell-
Larcker
criterion, and the Heterotrait-Monotrait Ratio -
HTMT)
- The collinearity issues (VIF value)
- The predictive power (R2) and predictive relevance
(Q2)
- Hypotheses testing (bootstrapping 5,000): direct
effects, mediating effects, and the moderating
effects.
- Effect Size F2
3.2. Quantitative methods

The sample size must be at least 100 and at least five

observable variables for each measurement variable
The research model proposed in Chapter 2 consists of 8
latent variables with 38 measured variables. Therefore, the
minimum sample size should be: 38*5 = 190 observable
variables (Hair et al., 2011).
The study is expected to be sent to approximately 300
participants to ensure that the PLS-SEM analysis will yield
the most accurate results.
3.2. Quantitative methods

This study prioritizes the PLS-SEM approach for data analysis:

PLS-SEM demonstrably explains a significantly higher
proportion of variance in dependent variables
PLS-SEM does not require the dataset to be normally
distributed or has no multicollinearity problem
PLS-SEM can analyze models with many latent variables
measured by many different parameters at the same time,
PLS-SEM allows both the measurement model and the
structural model to estimate at the same time
3.3. Data analysis process

Use the form obtained from Google Form to collect data, and
perform checks and screenings to eliminate errors before
conducting data analysis.

SPSS software version 20.0 was used to conduct descriptive

statistics analysis, with the aim of describing the
characteristics of the research sample
3.5 Measurement Scale

The research papers were evaluated using 5-point Likert

scales based on prior literature and translated into
Vietnamese. Twenty items were used to measure nostalgia
triggers
With regard to nostalgic experience, 14 items were used
Additionally, 4 items were used to measure behavioral
intention
 Items Questions Translate
Construct Source
1. How often do you feel that you lack 1. Bạn có thường cảm thấ y mình
companionship? thiế u tình bạn không?
Loneliness LLN1 2. How often do you feel left out? 2. Bạn có thường cảm thấ y
Research on
(Hughes et al., LLN2 3. How often do you feel isolated from mình bị xa lánh không?
aging
2004) LLN3 others? 3. Bạn có thường cảm thấ y mình
bị cô lập với người khác không?

1. Cảm xúc của tôi dễ bị tổn

thương khi cảm thấ y người khác
1. My feelings are easily hurt when I không chấ p nhận mình
feel that others do not accept me 2. Tôi muố n được người khác
NTB1 2. I want other people to accept me chấ p nhận
Need to belong Journal of 3. I need to feel that there are people I
NTB2 3. Tôi cầ n cảm thấ y rằ ng có
(Leary et al., personality can turn to in times of need những người tôi có thể hướng về
NTB3
2013) assessment 4. I try hard not to do things that will khi cầ n thiế t
NTB4
4. Tôi cố gắ ng không làm những
make other people avoid or reject me
việc khiế n người khác tránh xa
hoặc từ chố i tôi

CDI1 1. Good value for money 1. Đáng tiề n

CDI2 2.Beautiful scenery and natural 2. Cảnh đẹp và thiên nhiên thu hút
3. Khí hậu tố t
CDI3 attractions
4. Chỗ ở phù hợp
Cognitive CDI4 3. Good climate 5. Cơ sở hạ tầ ng chấ t lượng
Tourism
destination CDI5 4. Suitable accommodations 6. An toàn cá nhân tố t
Management
image CDI6 5. Quality infrastructure 7. Nhiề u địa điểm mang tính lịch
Perspectives
(Joo et al., 2023 CDI7 6. Good personal safety sử thú vị
CDI8 7. Interesting historical attractions 8. Hoạt động giải trí và cuộc số ng
CDI9 8. Good nightlife and entertainment về đêm thú vị
9. Con người thú vị và thân thiện
9. Interesting and friendly people
 Construct Source Items Questions Translate

ADI1 1. Pleasant 1. Hài lòng

Affective
Tourism ADI2 2. Arousing 2. Sôi động
destination
Management ADI3 3. Relaxing 3. Thoải mái
image 4. Thú vị
Perspectives ADI4 4. Exciting
(Joo et al., 2023)

1. Trải nghiệm đó đặc biệt đố i

với tôi
1. The experience was special to me 2. Trải nghiệm đó thật đáng nhớ
MPTE1
2. The experience was memorable to đố i với tôi
MPTE2 3. Trải nghiệm đó thật hữu ích
me
Memorability of Journal of MPTE3 với tôi
3. The experience was favorable to me
previous travel Destination MPTE4 4. Trải nghiệm đó thật quý giá
4. The experience was valuable to me
experience Marketing & MPTE5 đố i với tôi
5. The experience was meaningful to
(Hu et al., 2021 Management MPTE6 5. Trải nghiệm đó rấ t có ý nghĩa
me
MPTE7 đố i với tôi
6. The experience was important to me
6.Trải nghiệm đó quan trọng đố i
7. The experience was unique to me
với tôi
7. Trải nghiệm đó là độc nhấ t
đố i với tôi

1. [That place] is very special to me 1. Nơi đó rấ t đặc biệt với tôi

Cognitive
Tourism PA1 2. I am very attached to [that place] 2. Tôi rấ t thích nơi đó
destination
Management PA2 3. No other place can compare to [that 3. Không nơi nào có thể sánh
image
Perspectives PA3 place] bằ ng nơi đó
(Joo et al., 2023
 Construct Source Items Questions Translate

1. Trải nghiệm của tôi ở nơi đó

1. My experience at [that place] makes làm tôi thấ y thích thú
me feel excited
Journal of PE1 2. My experience at [that place] makes 2. Trải nghiệm của tôi ở nơi đó
Positive emotion
Hospitality and PE2 me feel happy làm tôi thấ y hạnh phúc
(Gezhi et al.,
Tourism PE3 3. My experience at [that place] makes 3. Trải nghiệm của tôi ở nơi đó
2022)
Management PE4 me feel relaxed làm tôi thấ y thoải mái
4. My experience at [that place] makes
me feel worthwhile 4. Trải nghiệm của tôi ở nơi đó
làm tôi thấ y thật đáng giá

1. I would return to [that place] for

Journal of RI1 traveling 1. Tôi sẽ đi du lịch lại nơi đó
Destination RI2 2. I intend to revisit [that place] 2. Tôi có ý định ghé lại nơi đó
Revisit intention 3. Tôi sẵ n sàng ghé lại nơi đó
Marketing & RI3 3. I am willing to revisit [that place]
(Hu et al., 2021 4. Nế u có thể, tôi sẽ đế n nơi
Management RI4 4. If I could, I would go to [that place]
again đó lầ n nữa
 Thank
you very
much!