LIST OF ABBREVIATIONS AND TERMS
University: University
DL: Travel
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Business Administration: Business Administration
LLC : Limited Liability
City: City
Culture - Sports and Tourism: Culture - Sports and Tourism
LIST OF TABLES
Table 2.1: Likert scale 27
Table 3.1: Number of tourists to Thai Nguyen City in the period 2014 - 2016 37
Table 3.2: Structure of tourists to Thai Nguyen city (2014 - 2016) 38
Table 3.3. Tourism revenue of Thai Nguyen city (2014 - 2016) 38
Table 3.4: Revenue from accommodation services 39
Table 3.5: Revenue of 2-star and 3-star hotels contributes to accommodation revenue in Thai Nguyen city 39
Table 3.6: Room occupancy rate of 2-star and 3-star hotels in Thai Nguyen city 40
Table 3.7: Average number of days guests stay at 2-star and 3-star hotels in Thai Nguyen city 41
Table 3.8. Table describing the research sample by gender, age, income, occupation 43
Table 3.9: Tourists' evaluation of the landscape and environment of Hotel 45
Table 3.10: Tourists' reviews of Hotel 45's facilities
Table 3.11: Tourists' reviews of hotel room amenities 46 Table 3.12: Tourists' reviews of hotel room prices 46
Table 3.13: Tourists' evaluation of the service attitude of hotel staff 47
Table 3.14: Tourists' assessment of the professional level of staff in Hotel 47
Table 3.15: Overall satisfaction assessment of hotel accommodation service quality 48
Table 3.16: Tourist satisfaction with the quality of accommodation services of 2-star and 3-star hotels in Thai Nguyen city 48
Table 3.17: Personnel structure of 2-star and 3-star hotels in Thai Nguyen city, 2016 51
LIST OF FIGURES
Figure 1.1. Model of steps to evaluate customer satisfaction with the quality of hotel accommodation services 13
Figure 4.1. Service delivery model in Hotel 78
INTRODUCTION
1. Urgency of the topic
Along with the development of tourism, the development of accommodation services is extremely important. This service meets basic, essential needs for people such as: Eating, sleeping, entertainment activities; This is an indispensable activity for every tourist after each trip. When accommodation services are provided in the best way, it will contribute to improving the health and spirit of tourists.
Currently, in Thai Nguyen city, there are many accommodation service businesses such as motels and hotels. According to statistics from the Department of Culture, Sports and Tourism of Thai Nguyen province, as of December 2016, there were 240 accommodation service businesses in the city, including 195 motels and 45 hotels with 1-star to 4-star standards. Of the 45 hotels, only 1 hotel meets 4-star standards (Dong A Plaza), 4 3-star hotels meet international standards (Da Huong, Kim Thai, Hai Au, Dong A 2), 7 hotels meet 2-star standards and the rest are 1-star hotels. The above data shows that although there are many accommodation service businesses in the city, most of them only meet 1-star standards and are qualified to serve guests (not yet qualified for star rating).
In recent years, through tourism promotion and advertising activities, Thai Nguyen tourism has been constantly developing, the number of tourists coming to Thai Nguyen has also increased, both domestic and international tourists. Annual tourism revenue has increased, the number of tourists coming to Thai Nguyen has also increased over the years. According to statistics from the Department of Culture, Sports and Tourism, the number of tourists coming to Thai Nguyen in the period 2014 - 2016 was quite high and had a fairly stable growth. Specifically, in 2014, it was approximately 1.8 million, by 2015 this number increased to approximately 1.9 million, an increase of 7.16% compared to 2014; In 2016, the number of visitors was approximately 2.2 million, an increase of nearly 14% compared to 2015.
Number of tourists visiting tourist attractions in Thai Nguyen every day
The increasing number of accommodation service establishments has created motivation for the number of accommodation service establishments to increase. Specifically, in 2014, the number of accommodation establishments in Thai Nguyen province was 215, in 2015 it was 227, in 2016 it was 240 establishments. However, according to statistics of the Department of Culture, Sports and Tourism, the average number of guests staying in 2-star and 3-star hotels in Thai Nguyen city in the period 2014 - 2016 was only approximately 2 days and there was almost no change over the years.
Because tourism services are intangible products, whether tourists are satisfied or not with the services they are provided is the core factor to confirm whether the service is of quality or not. From customer reviews, accommodation businesses also have the basis to upgrade and improve the quality of their services to suit the needs of customers. On that basis, the author chose the research topic "Evaluating tourists' satisfaction with the quality of accommodation services of hotels in Thai Nguyen city" as the research topic with the aim of evaluating tourists' satisfaction with the quality of accommodation services they use, their level of satisfaction, points of satisfaction and points of dissatisfaction, thereby proposing solutions to improve the quality of accommodation services to meet the service needs of tourists.
2. Research objectives
2.1. General objectives
Assess the current status of tourist satisfaction with the quality of accommodation services of hotels in Thai Nguyen city. From there, propose solutions to help hotel businesses improve quality to increase tourist satisfaction and improve business efficiency.
2.2. Specific objectives
- Complete, supplement and clarify the theoretical and practical basis of tourists' satisfaction with the quality of accommodation services.
- Collect information, analyze, evaluate and measure tourist satisfaction with accommodation service quality.
- Examine the causes and factors affecting tourists' satisfaction with the quality of accommodation services.
- Propose solutions to improve tourist satisfaction with the quality of accommodation services of hotels in Thai Nguyen city.
3. Research object and scope
3.1. Research subjects
- Research object: The topic focuses on studying tourists' satisfaction with the quality of accommodation services.
3.2. Scope of research
* Spatial scope:
- Due to time constraints, the research only focuses on 2-star and 3-star hotels in Thai Nguyen city.
* Time range
- Primary data collected during the period from October 2016 - March 2017.
- Secondary data of hotels were collected within the last 3 years (2014 - 2016).
4. Contribution of the topic
The research results evaluate tourists' satisfaction with the quality of accommodation services of 2-star and 3-star hotels in Thai Nguyen city, creating a premise for accommodation service businesses to propose solutions to improve tourists' satisfaction. Creating a basis for accommodation service businesses to implement business strategies.
The research results can be used as reference for articles related to tourist satisfaction with hotel accommodation service quality.
5. Structure of the topic
Chapter 1: Theoretical and practical basis of tourist satisfaction with accommodation service quality.
Chapter 2: Research method of tourist satisfaction with accommodation service quality.
Chapter 3: Current status of research on tourist satisfaction with the quality of accommodation services of 2-star and 3-star hotels in Thai Nguyen city.
Chapter 4: Solutions to improve tourist satisfaction with the quality of accommodation services of 2-star and 3-star hotels in Thai Nguyen city.
Chapter 1
THEORETICAL AND PRACTICAL BASIS OF TOURIST SATISFACTION WITH THE QUALITY OF ACCOMMODATION SERVICES
1.1. Theoretical basis of tourist satisfaction with accommodation service quality
1.1.1. Concept of service, accommodation service & characteristics of hotel service
1.1.1.1. Service concept
According to Philip Kotler: “A service is an activity or benefit offered for exchange, which is essentially intangible and does not result in the ownership of anything. The performance of the service may or may not be tied to a physical product.”
According to ISO 9004 - 2:1991, "Services are the results of interactions between suppliers and customers, as well as the activities of suppliers to meet the needs of consumers. Services are the results of activities that are not expressed by physical products, but by their usefulness and economic value such as trade, health, education, tourism...
(Tourism Service Quality Management, Pham Xuan Hau, 2001)
In short, there are many concepts of service expressed from different perspectives, but we can understand: Service is an intentional activity to meet certain human needs. The characteristic of service is that it does not exist in the form of a specific product (tangible) like goods, but it directly serves the needs of society.
1.1.1.2. Concept of accommodation services
From the above concept of service, we can understand that accommodation service is the result of interactions between service staff at accommodation establishments and guests to meet the needs of rest, food and other needs of tourists.
1.1.1.3. Characteristics of hotel services