The Empirical Study of Exploring the Tourists’ Satisfaction of Traveling in Nha Trang City, Vietnam

• Main Authors: Lieu Ly Phung, 廖李鳳
• Other Authors: Wang, LaiWang
• Format: Others
• Language: en_US
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/48nd95

碩士 === 國立高雄應用科技大學 === 製造與管理外國學生碩士專班 === 102 === Tourism in Vietnam is recently getting popular, especially in global leisure activity. With respect to tourism industry, Vietnam is a country with a 4000 year history as well as a long-established and diverse cultural tradition, in which the tourism development has significantly grown and contributed a lot to its economic strength in the last decades. Although with many virtues of tourism prospects in some native very famous places in Vietnam, few studies have been surveyed in terms of tourists’ views of them. Thus, this study aims to have a better understanding of the customer satisfaction that may affect the expectation of tourists regarding the specific tourist places such as Khanh Hoa in the current study and to get the determinant factors that may affect the tourism industry. Accordingly, the survey was conducted by sending questionnaires to get tourists’ perception of satisfaction. In that, a sample of 295 tourist respondents was surveyed and 250 questionnaires were appropriately filled out with 45 being discarded. The hypothesized model includes 5 determinant factors, i.e., destination image, expectations, expenditure, perceived value and service quality which are presumed to influence tourists’ satisfaction.. The collected data are statistically analyzed via exploratory factor analysis, reliability analysis, multiple linear regressions, correlation analysis and one-way analysis of variance (ANOVA). The findings in the current research reveal that the tourists’ overall satisfaction is positively influenced by four determinant factors of destination image, expectations, expenditure and service quality, with the exception of perceived value. Therefore, this study can provide the suggestions that in Vietnam perceived value must be instantly improved while destination image, expectations, expenditure and service quality are satisfactory for tourists. Keywords: Tourism Industry, Customer Satisfaction, Destination Image, Expectations, Expenditure, Perceived Value, Service Quality