Building and developing brand personality for tourist destinations to attract international tourists: the case of Ha Long city - Quang Ninh province

PART II: FACTORS AFFECTING THE DESTINATION BRAND PERSONALITY, INTERNATIONAL TOURIST SATISFACTION WITH THE DESTINATION HA LONG CITY - QUANG NINH PROVINCE AND INTERNATIONAL TOURISTS' INTENTION TO RETURN

Please give your opinion on the following issues.

(Each opinion has 5 levels of choice, level 1: Completely disagree; level 2: Disagree; level 3: Neutral; level 4: Agree; level 5: Completely agree. Please mark (X) in the appropriate boxes to indicate your choice. The value of all opinions is the same and is for statistical purposes, we do not consider any opinion to be right or wrong).

What do you think about the following views?

Totally disagree	Disagree	Normal	Agree	Totally agree
I. INTERNATIONAL TOURIST SATISFACTION WITH DESTINATION
1. Accommodation
8.	Prices listed at accommodation facilities are more reasonable than in other destinations
9.	Good quality accommodation services
10.	There are many luxury accommodations
11.	The service attitude of the staff at the accommodation facilities in the city is friendly and professional.
12.	There are many accommodation facilities for community tourism (fishing villages, homestays, etc.)

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2. Entertainment, recreation and shopping services

13.	Many places for entertainment, recreation and shopping
14.	Diverse nightlife activities and entertainment
15.	I like to participate in cultural festivals in Ha Long city.
16.	Ticket prices at entertainment and sightseeing spots are appropriate for the services provided.
3. Cuisine/Traditional dishes
17.	Rich food
18.	Fresh food
19.	Food to taste
20.	Can easily buy food as gifts
21.	Delicious local food
22.	There are many restaurants and eateries.
23.	Reasonable food and drink prices with the quality of service provided
4. Traffic
24.	Convenient transportation infrastructure for local and neighboring areas
25.	People are aware of obeying traffic order and safety.

26.

Traffic is not congested
27.	Parking and tours available
28.	There are many means of transportation to Ha Long city.
5. International tourists' satisfaction with Ha Long destination
29.	Ha Long city is a safe place
30.	Ha Long city is a civilized place
31.	I feel secure when coming to Ha Long city because there is no street vending or price gouging.
II. DESTINATION BRAND PERSONALITY
1. Attractiveness
32.	Ha Long is a very attractive tourist area.
33.	I find Ha Long destination very special.
34.	Ha Long city makes me feel very attractive.
35.	I am very impressed with Ha Long city.
2. Difference
36.	Ha Long city's brand makes a difference from other tourism brands
37.	Ha Long city has

unique features
38.	Ha Long City makes me unable to confuse with another brand
3. Self-expression value
39.	Ha Long city brand reflects my personality
40.	Ha Long city brand represents my class
41.	Ha Long city brand represents my true value
42.	Ha Long city's brand represents my style
4. Engagement
43.	I am interested in anything related to Ha Long city.
44.	When someone praises Ha Long city – I feel like praising myself.
45.	I often talk to my friends/relatives about Ha Long city.
46.	I feel unhappy if someone criticizes Ha Long city.
5. Brand personality of Ha Long destination

47.

Ha Long City has its own personality
48.	Brand personality helps increase the value of Ha Long city destination
III. PLAN TO RETURN TO HA LONG CITY – QUANG NINH PROVINCE
49.	I will return to Ha Long city despite the competitive advantages of other tourist destinations.
50.	I will use more products and services from tourist destinations in Ha Long city
51.	I will prioritize choosing Ha Long city for my next vacation.
52.	I will recommend Ha Long city as a tourist destination to my friends/relatives.