Customer Perception Level of Service Price Factor

The observed variables of this group have a perception level ranging from 3.3355 to 3.4518 and are at an average level. In which, the observed variable NNL2: Enthusiastic, dedicated staff, ready to serve is rated the highest. This is very suitable because for tourists, when they come to a place, the attitude and service style of the staff there will make them most satisfied. This is also necessary to help Binh Thuan tourism continue to promote this special advantage to compete to attract visitors to other tourist destinations in the country.

4.3.7.2 Reasonable service price factor

Table 4.19: Customer perception of service price factor

Observation variable

Point medium	Level
GCHL1: Reasonable entrance fee.	3.2724	Medium
GCHL2: Reasonable entertainment service prices.	2.9668	Medium
GCHL3: Reasonable shopping prices.	2.9601	Medium
GCHL4: Reasonable accommodation price.	3.2060	Medium
GCHL5: Reasonable food service prices.	3.0963	Medium
Factor average score	3.1003	Medium

Maybe you are interested!

Source: Data analysis – appendix 4

The factor of reasonable price ranked sixth in the evaluation table with the average factor score (coefficient) Mean = 3.1003. While the regression analysis table shows that this factor has the second strongest impact on tourists' choice of Binh Thuan tourist destination. It shows that although Binh Thuan tourism has taken many measures to control prices, tourists are still not satisfied with the prices that Binh Thuan tourism services provide. In the coming time, Binh Thuan tourism needs to implement more measures to adjust and control prices to satisfy tourists coming to Binh Thuan in the future.

4.3.7.3 Product and service factors

Table 4.20: Customer perception level of product and service factors

Observation variable

Point medium	Level
SPDV1: Rich and quality accommodation and food services, diversity.	3.1495	Medium
SPDV2: There are many souvenir stalls.	3.3322	Medium
SPDV3: Many clean and beautiful shopping attractions.	3.1528	Medium
SPDV4: Many entertainment and relaxation services such as: sauna-massage, aesthetic	3.2658	Medium
SPDV5: Many specialties for customers to choose from.	3.1030	Medium
Factor average score	3.2007	Central jar

Source: Data analysis – appendix 4

The factor of product and service diversity ranked third in the evaluation table with the average factor score (Mean coefficient) = 3.2007. While the regression analysis table shows that this factor also has the third strongest influence on tourists' choice of Binh Thuan tourist destination. The observed variables of this group have a perception level ranging from 3.1030 to 3.3322 and at an average level. In which, the observed variable SPDV2: There are many souvenir stalls has a good evaluation level. This is also consistent with reality because souvenir stalls in Binh Thuan are quite rich with many different items, especially souvenirs produced by local ethnic minorities. This is also a unique advantage of Binh Thuan tourism to attract visitors to the locality.

4.3.7.4 Safe destination factor

Table 4.21: Customer perception of destination safety factor

Observation variable

Point medium	Level
DDAT1: Ensure safety for visitors when coming to the destination tourism.	3.1694	Medium
DDAT2: Have medical equipment available in case of emergency.	3.3355	Medium
DDAT3: Food safety and hygiene.	3.2425	Medium
DDAT4: No price gouging or customer solicitation.	3.0664	Medium
DDAT5: No stealing and begging.	3.0930	Medium
Factor average score	3.1814	Central jar

Source: Data analysis – appendix 4

The safety destination factor ranked fourth in the evaluation table with the average factor score (Mean coefficient) = 3.1814. While the regression analysis table showed that this factor had the fifth strongest impact on tourists' choice of Binh Thuan tourist destination.

The observed variables of this group have a perception level ranging from 3.0664 to 3.3355 and are at an average level. In which, the highest level belongs to the observed variable DDAT2: Having medical equipment for necessary cases. This shows that tourists appreciate medical equipment and tools the most in safety factors when traveling in Binh Thuan. However, the perception level of tourists is still at an average level. This is something that Binh Thuan tourism needs to pay attention to and focus on in the coming time to better serve tourists in the future.

4.3.7.5 Natural environmental factors

Table 4.22: Customer perception level of natural environment factors

Observation variable

Point medium	Level
MMTN1: There are many beautiful resorts, natural and poetic scenery. dream.	3.5449	Rather
MTTN2: Long, beautiful coastline, clear blue water, climate warm.	3.3522	Medium
MTTN4: There are natural mud baths and mineral baths that are good for the body. health.	3.4718	Rather
MTTN5: Many attractive nature reserves.	3.3754	Medium
Factor average score	3.4360	Rather

Source: Data analysis – appendix 4

The natural environment factor ranked first in the evaluation table with the average factor score (Mean coefficient) = 3.4360. The regression analysis table shows that this factor has the weakest impact on tourists' choice of Binh Thuan tourist destination.

The observed variables of this group have a perception level ranging from 3.3522 to 3.5449 and are at a fair level. In which, the highest average score belongs to the observed variable MTTN1: There are many beautiful resorts, natural and poetic scenery and variable MTTN4: There are mud baths, natural mineral baths that are good for health. This shows the fact that tourists are quite satisfied with the natural environment of Binh Thuan tourism.

4.3.7.6 Infrastructure factors

Table 4.23: Customer perception of infrastructure factors

Observation variable

Point

medium

Level

CSHT1: Large, clean, convenient, safe parking lot.

2.9834

Medium

CSHT2: Convenient traffic system, wide and clean roads,

especially in flat tourist areas.

3.1894	Medium
CSHT3: Clean, airy tourist wharf and bus station, with houses wait.	3.2658	Medium
CSHT4: There are many sports centers and facilities serving this type of people. sea sports, extreme sports, golf course.	3.0897	Medium
Factor average score	3.1321	Central jar

Source: Data analysis – appendix 4

Infrastructure factor ranked fifth in the evaluation table with the average factor score (Mean coefficient) = 3.1321. While the regression analysis table shows that this factor also has the third strongest influence on tourists' choice of Binh Thuan tourist destination.

The observed variables of this group have a perception level ranging from 2.9834 to 3.2658 and are at an average level. In which, the observed variable CSHT3: Tourist wharf, bus station is clean, airy, has a waiting room, the perception level of tourists has a value of = 3.2658.

4.3.8 Examine the difference in the level of perception of choosing Binh Thuan tourist destination between male and female groups.

To understand the difference in perception between the two groups of male and female tourists, the research team conducted an Independent Samples T Test. The two samples used for testing here are the two groups of male and female tourists.

Hypothesis H 0 : the variance of the two samples is equal. The analysis results are as follows:

Table 4.24: Testing the difference in perception level between the 2 groups of male and female tourists

Levene's test for equality of variances

T-test for equality of means

Sig.

Sig. (2-

tail d)

Difference of Mean

Difference of standard error

95% confidence level of the difference

Short

than

High

than

Equal variances are accepted

.324

.570

.059

299

.953

.00341

.05739

-.10953

.11635

Equal variances are not accepted.

.059

298,965

.953

.00341

.05735

-.10945

.11627

Source: Data analysis – appendix 4

With a confidence level of 95%, the Sig value of the F test =0.570> 0.05 accepts the hypothesis H0 that there is no difference in variance between the two populations.

Thus, we will use the t-test value in the line "Equal variances assumed" for analysis. The Sig value in the t-test is 0.953 > 0.05, so we can conclude that there is no difference in choosing Binh Thuan tourist destination between the two groups of male and female tourists.

Table 4.25: Comparison table of average values of choice of Binh Thuan tourist destination between 2 groups of male and female tourists

Sex	N	Medium	Standard deviation	Standard error
Option	Male	148	3.2243	.48650	.03999
Option	Female	153	3.2209	.50844	.04110

Source: Data analysis – appendix 4

Thus, the average value of male KDL is 3.2243, which is almost equal to the average value of female KDL is 3.2209, there is no big difference between male KDL and female KDL. Therefore, we do not need to pay attention to the gender of KDL when giving solutions and recommendations to improve the choice of Binh Thuan tourist destination of KDL.

4.3.9 Examine the differences in tourist destination choice in Binh Thuan among four age groups.

To understand the difference in perception levels of 4 age groups: under 20, from 21 to 40, from 41 to 60, over 60, the research team conducted a test on 4 independent samples. The four samples used for testing here are 4 groups of KDL: under 20, from 21 to 40, from 41 to 60, over 60.

Hypothesis H 0 : the variance of the four samples is equal. The analysis results are as follows:

To understand the difference in the level of choice of KDL with different ages, the author performed a one-way variance test ( ONE WAY ANOVA).

Table 4.26: Test of Homogeneity of Variances

Levene Statistic

df1	df2	Sig.
.165	3	297	.920

Source: Data analysis – appendix 4

Performing Levene's test in the Test of Homogeneity of variances table, we see that Sig =0.920 > 0.05 variance between the choices of the above qualitative variable is not different.

Table 4.27: Anova results table of KDL when choosing tourism

Binh Thuan is a destination by age

Sum of squares	df	Mean square jar	F	Sig.
Between groups	.104	3	.035	.140	.936
In groups	73,982	297	.249
Add	74,086	300

Source: Data analysis – appendix 4

With a confidence level of 95%, the Sig. value of Levene's test = 0.936 > 0.05 accepts the Ho hypothesis, there is no difference between age groups of tourists when choosing a tourist destination in Binh Thuan.

Table 4.28: Comparison table of average values of destination choices of 04 tourist groups by age

Age

Quantity	Medium	Standard deviation	Standard error	Level of confidence 95% for average		Smallest	Biggest
Quantity	Medium	Standard deviation	Standard error	lower than gender limit	Higher than limit	Smallest	Biggest
Under 20	31	3.1677	.53441	.09598	2.9717	3.3638	2.00	4.20
From 21 to 40	119	3.2303	.48127	.04412	3.1429	3.3176	2.00	4.20
From 41 to 60	58	3.2276	.49623	.06516	3.0971	3.3581	2.00	5.00
Over 60	93	3.2280	.51126	.05301	3.1227	3.3332	2.00	4.20
Add	301	3.2226	.49695	.02864	3.1662	3.2790	2.00	5.00

Source: Data analysis – appendix 4

Comment