Use of the involvement and place attachment construct in tourism research contexts has been increasing in recent years. This study examined the role of involvement in combination with place attachment in tourist’s satisfaction and behavioral intention in Ha Long Bay, a state that has positioned itself as a tourism destination.
Based on a survey of 285 peoples from different country over the world, by using direct survey and online survey and, this study applied the structural equation modeling to test the research model. The results show that involvement and place attachment can improve tourist’s satisfaction. This study also indicates that tourist’s satisfaction can enhance behavioral intention. To make a clear understanding, a comparison between domestic tourists and international, 44 ¬items survey questionnaire was applied to conduct a survey with 285 subjects in order to identify the relationships among involvement, place attachment, tourist’s satisfaction and behavioral intention.
Base upon the results, several suggestions can be made to increase tourist satisfaction. These finding hope to help marketers and tourism authorities to emphasize the strengths in their promotion campaign and positioning strategies to the right target market.

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