| Summary: | 碩士 === 樹德科技大學 === 經營管理研究所 === 103 === Tourism has become one of the most emerging sectors in today world and has a
significant impact on its economic and business aspects. According to World Travel and
Tourism Council (2006) reported, 10 percent is the number of the tourism industry which
contributes to global gross domestic product and provides employment for about 215 million
people worldwide. With the incentive of geographic location as a long coastline of 3,260
km and over 3,000 large and small islands plus to 125 beaches, additional with some world
culture heritages, Vietnam is on the way to become one of the of leading tourism country in
Southeast Asia. Especially, with the advantages of nature such as many long beautiful
beaches, located between three neighboring World Heritages: Hue, Hoi An and My Son
Sanctuary, Danang has become not only the favorite destination of foreign and domestic
tourists but also highlighted the main role in the region as a place to welcome, serve and
transfer guests. The aim of this study is to research the factors impact on tourist satisfaction
at destination case study at Danang city, Vietnam and investigate the influence of
destination image variable also electronic world of mouth on tourist satisfaction at
destination. This research used the HOLSAT model to evaluate the level of tourist
satisfaction in set of expectation and experience attributes in their holiday. The model called
HOLSAT was developed by Tribe and Snaith (1998) and it used to examine the case of the
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popular resort area of Varadero, Cuba. After that, T-H Truong and D. Foster continued to
apply the HOLSAT model to evaluate Australian holidaymakers’ satisfaction at Vietnam
destinations. The data collection of this study were conducted from survey method. A sample
of 219 tourists was collected through convenience sampling at 1, 2 and 3 star hotels in
Danang city, Vietnam. Cronbach’s alpha, EFA analysis, the matrix analysis was employed
for this purpose. The results showed that most influential factor which is the strength of
Danang tourism and less influential factor which needed to improve to increasing tourists’
satisfaction. The findings indicate that HOLSAT is a significant tool for evaluating the level
of tourist satisfaction at destination and it also allow the wholesale and retails travel agents
realize that which service or appropriate products need to improve more to meet the
expectation of tourists travel market in the future.
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