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Beta Coefficient Table After Regression


4.7. Satisfaction index measurement:

From the multiple regression analysis, the results of the Beta coefficients are shown in the table.

4.25


Table 4.25. Beta Coefficient Table after Regression


Coefficients a


Model

Unstandardized Coefficients

Standardized Coefficients


t


Sig.

Collinearity Statistics

B

Std. Error

Beta

Tolerance

VIF


(Constant)

,038

,138


,275

,783




TINCAY

,293

,029

,415

10,006

,000

,646

1,547

1

DAPUNG

,227

,030

,286

7,477

,000

,761

1,315

RESPONSIBILITY

,127

,034

,142

3,702

,000

,752

1,329


WAY

,115

,031

,150

3,742

,000

,689

1,452


DACTHU

,197

,030

,270

6,574

,000

,661

1,514

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Beta Coefficient Table After Regression

a. Dependent Variable: HAILONG

The regression equation for Standardized Satisfaction is as follows: Y = 0.415X1 + 0.286X2 + 0.142X3 + 0.150X4 + 0.270X5 (*)

In there:


- X1 is the average value representing: TINCAY01, TINCAY02, TINCAY03, TINCAY04.

- X2 is the average value representing: DAPUNG01, DAPUNG02, DAPUNG03.

- X3 is the average value representing: NANGLU01, NANGLU02, NANGLU03, NANGLU04.

- X4 is the average value representing: PHUONGTIEN01, PHUONGTIEN02, PHUONGTIEN03, PHUONGTIEN04,

- X5 is the average value representing: DACTHU01, DACTHU 02, DACTHU 03, DACTHU 04,


- Y represents: HAILONG01, HAILONG02, HAILONG03.


Table 4.26. Average table of factors


Factor

Average

TINCAY (X1)

3.32

DAPUNG (X2)

3.77

NANGLUC (X3)

3.51

PHUONGTIEN (X4)

3.58

DACTHU (X5)

3.60

Source: Author's research

The regression results show that all variables are statistically significant (Sig.<0.05) and have a (+) sign, proving that the independent variables (Reliability, Responsiveness, Service Capacity, Tangibles, Uniqueness of Nha Trang Tourism) have a positive relationship with the dependent variable (Satisfaction). This is completely consistent with previous theories and studies.

Tourist satisfaction with the quality of tourism services in Nha Trang city depends on 5 factors in ascending order as follows: Reliability (β = 0.415), Responsiveness (β = 0.286), Nha Trang tourism characteristics (β = 0.270), tangible means (β = 0.150), service capacity (β = 0.142). Thus, the linear regression model built according to the above equation is consistent with the regression assumptions.

Chapter 4 Summary

Chapter 4 presents the research results with the scope of investigation in Nha Trang city. Based on the results of the questionnaire survey, the methods of Cronbach's Alpha reliability coefficient analysis, exploratory factor analysis, multivariate regression analysis and Anova variance analysis were conducted. The research results showed a positive relationship between the factors of reliability, responsiveness, service capacity, tangible means and the specificity of Nha Trang tourism. With the results achieved above, the hypotheses H1, H2, H3, H4, H5 of the theoretical model were tested and accepted.


Using the ANOVA method to test some hypotheses H6 by age, gender, occupation, and income: there is a difference in satisfaction by Age, Gender, Occupation, and Income. The analysis results show that there is no difference in satisfaction by Age, Gender, Occupation, and Income, thus rejecting hypothesis H6.


CHAPTER 5. CONCLUSION AND RECOMMENDATIONS

Chapter 5 will present the conclusion of the thesis research results, at the same time give some recommendations, limitations of the research as well as propose future research directions.

5.1. Conclusion


Based on the foundation of previous studies, the thesis has clarified the basic theoretical issues of service quality, local characteristics and customer satisfaction in the service sector in general and tourism services in particular.

During the research process, the author added some observation variables and completed the scale of tourism service quality. In particular, the study introduced the scale of Nha Trang tourism characteristics and through control variables such as: Age, gender, occupation and income, not only affecting the choice of potential tourists but also affecting the satisfaction of tourists when experiencing at that destination.

The author develops the theoretical model based on the study of the five-component quality model SERVQUAL of Parasuraman (1998) and some models related to service quality and satisfaction of the authors: Ha Nam Khanh Giao and Le Thai Son (2013), Vu Van Dong (2011), Choi et al. (2008)... With the initial model including 6 factors, including 5 factors constituting service quality and 1 demographic factor (age, gender, income, occupation) affecting tourists' satisfaction with service quality in Nha Trang city. However, when conducting the exploratory factor analysis EFA, the results showed that all 5 factors had a positive and positive impact on tourists' satisfaction, including 4 factors constituting service quality. The results of the model testing showed that there were 5 factors affecting tourists' satisfaction with the quality of Nha Trang tourism services. In which, the Reliability factor has the strongest impact on tourist satisfaction (Standardized Beta coefficient is 0.415). This proves that tourists are satisfied with the promoted activities in Nha Trang, Nha Trang always has the attention to help.


support when tourists need it,…. Next is the Responsiveness factor (Standardized Beta coefficient is 0.286). Nha Trang city is favored by nature with forests, mountains and especially when talking about Nha Trang, we have to talk about the sea, not only favorable in nature but the people here are also really enthusiastic, hospitable, always enthusiastically helping when tourists need it,… Therefore, to increase tourist satisfaction, the destination needs to promote its existing strengths, further improve service quality, perform as advertised,… The remaining factors affecting tourists are respectively, Nha Trang tourism characteristics (Standardized Beta coefficient is 0.270), tangible means (Standardized Beta coefficient is 0.150), service capacity (Standardized Beta coefficient is 0.142).

The study used ANOVA method to test some hypotheses about the differences in satisfaction according to personal characteristics such as: Age, Gender, Occupation and Income. The analysis results showed that there was no difference in satisfaction according to Age, Gender, Occupation and Income.

The study goes into in-depth analysis, indicating the value of the satisfaction index of tourists for the quality of tourism in Nha Trang city. Thereby, it is the basis for tourism managers in Nha Trang city to continue to focus on the factors that make up the quality of services, create a distinct and outstanding image in the perception of tourists about Nha Trang city and pay more attention to the care work to meet the needs of tourists. Ensure security issues as well as price stability, build a unique image of Nha Trang city compared to other destinations such as: building tours to picnic spots in the suburbs, islands, eco-tourism spots...

5.2. Management implications


This study was conducted in July 2020, within the scope of Nha Trang city. The study partly helps managers, tourism business organizations in Vietnam in general and Nha Trang city in particular clearly see the level of


perception of the quality of tourism services of tourists. From there, tourism service providers propose key policies and strategies to satisfy tourists and attract more visitors to the destination in the future. The results of the empirical study with Nha Trang have provided useful information for management, and solutions are needed to meet the satisfaction of tourists. Specifically as follows:

1) Reliability: Based on the results from chapter 4, it can be seen that the Reliability factor has a strong impact on tourists' satisfaction with the quality of tourism services in Nha Trang city. Therefore, Nha Trang destination needs to pay attention to continuing to strengthen tourists' trust by increasingly improving reliability. This is an important factor, deciding the intention to choose a tourist destination as well as the intention to return of tourists. Nha Trang needs to increase the signs announcing tourist destinations, have specific directions to tourist destinations, a list of hotels, food services that ensure hygiene, and stable prices - thereby building the trust of tourists coming here.

2) Responsiveness: Nha Trang needs to pay attention to meeting the needs of tourists, especially during holidays. There is no phenomenon of solicitation and overcharging, which greatly affects the satisfaction of tourists when visiting and relaxing here. To do this, there needs to be a commitment between the local government and the people as well as tourism service providers in Nha Trang city. Understand the needs of tourists, thereby meeting their needs such as issues of accommodation facilities, convenient means of transportation, better meeting local tourism products, security issues as well as health care services.

3) Service capacity: To meet the increasing demands of tourists, Nha Trang needs to pay special attention to training, retraining, and fostering staff and employees and consider it a regular task. Focus on investing in and enhancing the capacity of human resource training facilities in the tourism industry; mobilize capacity


Vocational training, especially for businesses in the industry, forming a multi-level training network to rapidly increase the scale of training, in order to improve the quality of direct human resources in the tourism industry, basic tourism skills for indirect workers, people in the region participating in tourism business. Organize training courses, professional development in Hotel - Restaurant Management, reception services, specialized foreign language classes in tourism and especially organize professional development courses for employees. Strengthen training and coaching for the staff in the direction of becoming more and more professional. Especially communication skills, tourism knowledge, creating friendliness need to be given special attention because this team will contribute to improving the quality of service, making tourists more satisfied when visiting and relaxing here.

4) Tangible means: With the strengths of Nha Trang city being evaluated by tourists as attractive architectural works, beautiful natural landscapes with comfortable and pleasant weather, managers need to promote strengths to exploit and serve to better meet the needs of tourists. It is necessary to invest well in these factors because they are the highlights, the points that attract tourists to Nha Trang compared to other destinations. Therefore, it is necessary to prepare for reception work, better manage accommodation facilities, improve the quantity and quality of rooms, and reasonable prices. Increase convenient and safe means of transportation, communication, and have appropriate and timely instructions to meet the needs of tourists when visiting and relaxing here.

5) Nha Trang tourism characteristics: This is a factor that has a significant impact on the satisfaction of tourists when coming to Nha Trang. Therefore, to improve the satisfaction of tourists, Nha Trang needs to pay attention to promoting the unique strengths that only Nha Trang city has compared to other places. That is, it is necessary to strongly develop tourism products and design effective tours, creating the image of Nha Trang "Safe - friendly, quality" for tourists. Develop tourist destinations to explore history, culture, natural landscapes, activities to explore the sea and islands, the uniqueness of culinary culture, the image of gentle and hospitable Nha Trang people.


It is necessary to focus on prioritizing investment and development to highlight the image of Nha Trang. Expanding promotion activities, advertising, and diversifying tourism products. Expanding combined tours between neighboring regions such as provincial tours (visiting tourist attractions, cultural tourism, eco-tourism...). Promoting tourism activities including: Nha Trang - Ninh Chu - Da Lat; Nha Trang - Cam Ranh - Da Lat;... through completing common tourism programs.

Identify tourism development trends in the world and in the region, identify target markets, key markets with specific characteristics and needs... on that basis, build a system of tourism products suitable for each market, with high quality, competitive ability to attract tourists and bring high economic efficiency.

Nha Trang with its temperate climate is suitable for leisure and relaxation tourism. Managers need to focus on investing in comfortable, beautiful resorts, convenient services, delicious restaurants, reasonable prices. Combine tours for tourists to explore and experience real tours such as "fishing on rafts", "island tours", "ecological fishing", ... while relaxing and enjoying specialties caught by themselves. With the purpose of relaxation, if the destination is quiet, safe, delicious food, reasonable prices, diverse tourism services, that destination will easily satisfy tourists.

5.3. Limitations of the study


The study was conducted within Nha Trang city with a sample size of approximately 147 samples, the subjects were tourists traveling in Nha Trang from July 2020. However, there are still the following shortcomings and limitations:

The study sample was selected by convenience method, so the representativeness is still low. Further studies should select samples by stratified method, generalized samples, expanding the survey scope to other locations in Nha Trang will contribute to completing the study and achieving higher statistical efficiency.

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