The factors impact on tourist satisfaction at destination: Acase study at Danang city, Vietnam

• Main Authors: Nguyen Van Phe, 阮文峰
• Other Authors: 李世煌
• Format: Others
• Language: en_US
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/45433848303772890450

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 ii 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.