This study analyzes the influence of tourists' experience and destination image on perceived value, tourists' satisfaction, and tourists' loyalty to the craft village tourism destination. The PLS-SEM method was applied to test the proposed hypotheses. The study surveyed 236 tourists at two famous craft villages of Hanoi. The results showed that 13/14 hypotheses were supported, specifically as follows: tourists’ experience directly impact on destionation image. Destination image and tourists’s experience directly impact on perceived value, tourists’ satisfaction, and loyalty. Percieved value directly impact on tourists’ satisfaction and loyalty. Tourists satisfaction directly impact on tourists’ loyalty. The research results also support the hypothesis related to the indirect relationship between destination image and loyalty through perceived value and tourist satisfaction. However, the results do not show the indirect relationship between tourists’ experience and loyalty through perceived value. Conclusions about the contribution to academic and practice, and the study's limitations are also discussed in this study.