The Factors Affecting Service Quality on Tourist’s Satisfaction in Dalat City, Vietnam

• Main Authors: Nguyen Van Hoa Binh, 阮文和平
• Other Authors: Ron Chuen Yeh
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/92193001616019773926

碩士 === 美和科技大學 === 企業管理系經營管理碩士班 === 102 === Service is the sector that obtains that most outstanding growth rate throughout recent years. The fact that this area is still growing in many countries and is considered as the few most important sources of GDP leads to the special attention from governments, lawmakers and individuals. The question is identifying the key factors in managing the tourist destinations and a leverage of generating revenue and profits for any the tourism businesses. Customers are now primarily the most important element for the success of service industry and they also decide on the quality or satisfactory level of this area, in other words, they are the base of tourism industry. The quality of tourism services has been studied and researched both in terms of academic and empirical aspect. As concluded by Jay Kadampully and Dwi Suhartanto in The Role of Customer Satisfaction and Image in Gaining Customer Loyalty in the Hotel industry “an organization’s long-term success in a market is essentially determined by its ability to expand and maintain a large and loyal customer base.” The good service quality is certified in customers’ mind, it is the perception, appreciation, and experiences of tourists after each trip to tourist destinations. The tourist management therefore should be recognized as the strategic orientation where customers or tourists are the center. The tourism service quality is well-oriented by the combination of many factors relating internal and external environment and micro and macroeconomic which are interacting with each other in order to create the products or services that would be judged on their quality in customers’ perception. The SERVQUAL scale recommended by Parasuraman et al (1988) is the service quality framework which is used to measure the quality of tourist services. Many researchers have recognized it and apply the measurement in evaluating service quality in general and the quality of tourism services in particular. In this thesis, the researcher applied the simplified version of SERQUAL named RATER in order to study the factors affecting service quality on tourist’s satisfaction in Da Lat City. In Vietnam, Da Lat is one of the most attractive and famous tourist attractions. Thanks to its richness of natural resources, cool and stable temperature together with the hospitality of the people there, Dalat has a competitive advantage in developing its tourism potential all year round. However, the advantage is now going into disappearance. The fact is that all are currently compromised and eroded by the tourist mis-leading management. At the moment, the most powerful economic drive of Da Lat city is tourism, however, the number of both domestic and international visitors coming to Da Lat City has been steadily declining leading to a drop in its GDP and downward trend of living standard. The solutions for Dalat City tourism demands careful consideration and thorough planning. Taking service quality as the main concern, our matters are the measurement of service quality and the approach to effectively develop the segment. The thesis will concentrate on analyzing five factors determining the service quality at the tourist attractions in Da Lat according to the RATER scale.