Impact of integrated marketing communications on Generation Z tourists' revisit intention, with destination satisfaction as a mediating factor: A case study of Vung Tau, Vietnam

This study examines the influence of integrated marketing communications on the intention of Generation Z tourists to revisit Vung Tau, with destination satisfaction as a mediating factor. The research focuses on tourists from Ho Chi Minh City. Data were collected from a sample of 310 respondents using a convenience sampling method. The analysis was conducted using SPSS 25.0 and SmartPLS 4.1.0.0. Hypothesis testing through Partial Least Squares Structural Equation Modeling (PLS-SEM) revealed that key components of integrated marketing communications—personal selling, sales promotion, advertising, public relations, and direct marketing—directly impact destination satisfaction and indirectly influence revisit intention through satisfaction. Additionally, advertising, public relations, and direct marketing have both direct and indirect effects on revisit intention. The findings offer practical insights for Vung Tau’s tourism sector, emphasizing the need for tourism businesses and destination managers to implement integrated communication strategies to attract tourists, particularly younger generations. Furthermore, enhancing service quality and recognizing the role of tourism satisfaction through well-planned marketing communication initiatives are crucial for increasing visitor retention.