During recent years, Khanh Hoa province has done mostly national promotion of Nha Trang as a tourist destination. However, more and more international tourists are visiting Nha Trang and knowledge about their motivations to visit this city is not previously investigated. The first purpose of the thesis is to find how visitors evaluate the quality of different facets or attributes of a destination image of Nha Trang, how satisfied they are with Nha Trang, loyalty intention to revisit and willingness to recommend Nha Trang to others. The second is to investigate what “image” is most important to explain global satisfaction with visiting Nha Trang. The third is to investigate how perceived quality, satisfaction and other motivational or dismotivational factors (e.g., demographic characteristics, variety seeking) influence loyalty intention to revisit and willingness to recommend to others.