在當前旅遊業的背景下，目的地形象的作用被認為是影響遊客重訪意圖的因素之一。本研究旨在通過共引方法，通過收集高被引指數的科學文章的資料，參考關鍵字“目的地形象”，實證探索目的地形象在旅遊研究中的作用和地位。結果顯示了目的地形象研究的主要趨勢，包括發展具有認知形象和情感形象兩個因素的目的地形象研究模型。此外，本研究繼續應用目的地形象研究模型，特別是食品目的地形象來檢驗對訪問越南胡志明市的國際遊客重訪意圖的影響。使用285個調查樣本並應用偏最小二乘法（PLS）分析資料，結果通過仲介變數：客戶偏好和客戶滿意度證實了目的地形象對重訪意圖的積極影響。然而，顧客感知價值與重訪意圖無關。本研究還為行銷者提出了一些解決方案，幫他們建立更有效的目的地形象，以及提高遊客對目的地形象的感知。 In the context of the current tourism industry, the role of the destination image is considered as one of the factors affecting the intention to return of tourists. This study aims to empirically explore the role and position of destination image in tourism research through the co-citation method by collect data from scientific articles with high citation index, referring to the keyword “Destination image”. The results show major research trends on destination image, including the development of the destination image research model with two factors: cognitive image and affective image. Moreover, this study continues to apply the research model of destination image, specifically the food destination image to examine the impact on the revisit intention of international tourists visiting Ho Chi Minh City, Vietnam. The convenient sampling method was applied through an online survey. Using 285 survey samples and apply partial least squares (PLS) method to analyze the data, the results confirmed the positive impact of destination image to revisit intention through the mediating variables: customer preference and customer satisfaction. However, customer perceived value is not related to revisit intention. The study also proposes a few solutions for marketers in building a more effective destination image, as well as improving the perception of the destination image for tourists.
