Measuring Perceived Service Quality to EnhanceInternational Tourist Satisfaction Level on PhuQuoc Island

• Main Authors: Nguyen Thanh Lan, 阮清蘭
• Other Authors: Ying-Fang Huang
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/e72z7v

碩士 === 國立高雄應用科技大學 === 資通產品研發與生產碩士外國學生專班 === 101 === As the largest island of Vietnam, Phu Quoc emanates itself of a rich natural nature, historical values that draw attention of many tourists, especially foreign tourists. There are great potentials for tourism development, but the island is not able to attract enormous tourists as expected because of monotonic tourism services and products. Therefore, the study was conducted to find out the relationship between the international tourists’ expectations and their perceptions to investigate their satisfaction level with the current tourism service quality on Phu Quoc Island. Then, making suggestions was proposed for enhancing the quality of tourism services. The empirical research was conducted mainly by a quantitative method and to some extent. The survey questionnaire was examined the feedback from 280 foreign tourists who visited Phu Quoc in Tet holiday, 2013. The questionnaire was designed based on SERVQUAL dimensions. The idea was to obtain an overall tourist satisfaction level in figures and confirm the results with detailed tourist opinion on five different aspects. The findings indicate that the tourist satisfaction level in general is remarkably high in some aspects of service quality, but some are not. In particular, the lowest value was found in reliability such as the performance of service at the first time although it was not crucial. There was no significant difference in the rest of the variables; however,the best scored variable was assurance meaning that adequate and available information, kindness, professional and knowledge levels were evaluated as well. In conclusion, the overall tourist satisfaction is almost quite good. The study provides useful information for local authorities and tourism marketers on Phu Quoc Island. And the thesis would provide useful insights to local government and tour operators in better planning and managing tourism activities to maximize both tourist satisfaction and profitability of tourism enterprises, and at the same time sustain natural resources in the long term.