- About Number of Travel Times in Ho Chi Minh City:
8.2%
5.4
%
11.8%
74.6%
Figure 4.5: Percentage of number of visits in Ho Chi Minh City.
(Source: author's processing)
When asked about the number of times they have traveled to Ho Chi Minh City in recent years, the answer that made up the majority of the total research sample (355 people) was that 265 people answered that this was their first time traveling to Ho Chi Minh City (accounting for 74.6%). The statistical results showed that 11.8% of international tourists coming to Ho Chi Minh City traveled for the second time, the number of tourists coming for the third time was 5.4% and the number of tourists coming for the third time or more was 8.2%. This reflects the fact that tourism in Ho Chi Minh City has been doing a very good job of attracting international tourists, although
However, the focus has not been on retaining and encouraging international tourists to return to travel. The number of international tourists returning is very low.
- About the Purpose of Visiting Ho Chi Minh City:
5.4%
6.2%
7.9%
80.6%
Figure 4.6: Percentage of destinations to Ho Chi Minh City.
(Source: author's processing)
Research results on the purpose of coming to Ho Chi Minh City, we see that the majority of international tourists coming to Ho Chi Minh City come for relaxation and rest at 80.6%, followed by business reasons (7.9%) and finally coming to Ho Chi Minh City to visit friends, relatives and other reasons. From this result, we see that Ho Chi Minh City has attractive points that attract international tourists to come for relaxation and entertainment.
4.1.2 Descriptive statistics of variables
This section summarizes the main ideas and describes the quantitative data using Mean and Standard Deviation of all 49 independent variables, and 3 dependent variables. In this study, 355 valid questionnaires were collected, coded, and analyzed. The minimum and maximum values of each variable that tourists rated were also included.
The variables in the research model of the topic are measured using a 5-point Likert scale: 1 = Strongly disagree, 2 = Disagree, 3 = Neutral, 4 = Agree, 5 = Strongly agree, to determine each category of all variables.
- International visitors' intention to return
According to table 4.2 below, with the statement: "In the future I will continue to visit Ho Chi Minh City" has an average of (3.65), which means that many tourists are indecisive to choose Ho Chi Minh City as their next destination in the future. Moreover, with the current quality of the tourism industry, many tourists will "In the future I will use more tourism services and products" (average = 3.41), tourists have not used much with tourism services and products in Ho Chi Minh City. However, after visiting Ho Chi Minh City "I still keep in touch with acquaintances in Ho Chi Minh City for the upcoming trip" many tourists will actively carry out this intention but it is not high (average = 3.34). The factor Intention to return of international tourists is assessed at a normal level.
Table 4.2: Descriptive statistics of dependent variables
QS variable | N | Min | Max | Mean | Std.Dev. | |
Intention to spin | RI1 | 355 | 1 | 5 | 3.65 | 1,162 |
return of travel | RI2 | 355 | 1 | 5 | 3.41 | 1,063 |
international guests | RI3 | 355 | 1 | 5 | 3.34 | 1,284 |
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(Source: author's processing)
Table 4.3: Descriptive statistics of independent variables
- Destination image
Eight factors of “Destination Image” were used to measure tourists’ views on some key elements of destination image in Ho Chi Minh City.
According to the results in Table 4.3 below, at an average level of [.3.75, 4.82], and the image "Street full of motorbikes" with an average value of 4.82 is rated highest by tourists among the 8 factors, this is a unique feature of Ho Chi Minh City compared to other cities. In particular, tourists also agree that Ho Chi Minh City has many types of accommodation (average = 4.49), and a variety of food and drinks (average = 4.46). In addition, Ho Chi Minh City people are very friendly and enthusiastic (average = 4.20). This is also a significant factor contributing to building the image of Ho Chi Minh City as a colorful and diverse nightlife (average = 3.95). Along with the above images, Ho Chi Minh City is also rated quite well for historical and religious sites (average = 3.92). Thus, the factors of destination image are rated quite highly by tourists on the scale.
Table 4.3.1: Destination image
QS variable | N | Max | Mean | Std.Dev. | ||
Image | DESIMA1 | 355 | 1 | 5 | 3.75 | .928 |
destination | DESIMA2 | 355 | 1 | 5 | 4.20 | .814 |
DESIMA3 | 355 | 1 | 5 | 4.82 | .542 | |
DESIMA4 | 355 | 1 | 5 | 3.92 | .831 | |
DESIMA5 | 355 | 1 | 5 | 4.49 | .686 | |
DESIMA6 | 355 | 1 | 5 | 4.46 | .714 | |
DESIMA7 | 355 | 1 | 5 | 3.82 | .846 | |
DESIMA8 | 355 | 1 | 5 | 3.95 | .857 |
(Source: author's processing)
- Natural and social environment
The natural and social environmental factors groups aim to measure tourists' evaluation of the natural aspects of Ho Chi Minh City, which has many beautiful natural landscapes such as parks, rivers, lots of trees, harmonious weather, a relaxing and comfortable atmosphere, and a clean and tidy road system in Ho Chi Minh City. To evaluate these factors, there are 5 factors in this variable. The average value is in the range of [2.76 - 3.59]. In particular, tourists are very satisfied with
Ho Chi Minh City has a lot of trees (mean = 3.59) and the weather is moderate (mean = 3.58). This also reflects one of the strengths of the natural environment in Ho Chi Minh City, in which tourists can escape the cold, icy weather in winter and the harsh sunlight in summer of their country, instead tourists coming to Ho Chi Minh City have moderate weather. On the contrary, many tourists are not satisfied with the road system in Ho Chi Minh City is clean and tidy (mean = 2.76) which means that this factor is rated by tourists as average, so Ho Chi Minh City needs to improve and clean the environment better. In general, tourists are not satisfied with most aspects of the natural environment in Ho Chi Minh City, the table below shows the descriptive statistics of the natural environment.
Table 4.3.2: Natural and social environment
QS variable | N | Min | Max | Mean | Std.Dev. | |
Environment | NANEN1 | 355 | 1 | 5 | 3.58 | 1,012 |
Nature | NANEN2 | 355 | 1 | 5 | 3.59 | 1,038 |
And society | NANEN3 | 355 | 1 | 5 | 3.41 | 1,000 |
NANEN4 | 355 | 1 | 5 | 2.76 | 1.108 | |
NANEN5 | 355 | 1 | 5 | 2.79 | 1.131 |
(Source: author's processing)
- Infrastructure and access
The table below illustrates the five infrastructure factors in Ho Chi Minh City. According to the results. In general, tourists rated the infrastructure quite well with an average value in the range of [3.28-3.95]. Tourists rated the transportation variable in Ho Chi Minh City as convenient with a low value (average = 3.28). This also reflects one of the most important issues in the development of tourism in Ho Chi Minh City. Therefore, Ho Chi Minh City should upgrade its infrastructure, improve information systems further so that tourists know Ho Chi Minh City as a paradise for rest and relaxation, in order to attract more tourists and develop the smokeless industry.
Table 4.3.3: Infrastructure - access
QS variable | N | Min | Max | Mean | Std.Dev. | |
Base | IA1 | 355 | 1 | 5 | 3.89 | .920 |
Infrastructure | IA2 | 355 | 1 | 5 | 3.28 | 1,000 |
IA3 | 355 | 1 | 5 | 3.84 | .901 | |
IA4 | 355 | 1 | 5 | 3.63 | .787 | |
IA5 | 355 | 1 | 5 | 3.95 | .788 |
(Source: author's processing)
- Price
The Price factor is used to measure tourists' evaluation of the prices of accommodation, transportation, food and services. The table below shows that in general, the prices of services and goods are considered quite acceptable. The average value is in the range of [3.87- 4.26]. Tourists are very satisfied with the prices during their travel in Ho Chi Minh City.
Table 4.3.4: Prices
QS variable | N | Min | Max | Mean | Std.Dev | |
Price | PRICE1 | 355 | 1 | 5 | 3.90 | .919 |
PRICE2 | 355 | 1 | 5 | 4.14 | .759 | |
PRICE3 | 355 | 1 | 5 | 3.94 | .850 | |
PRICE4 | 355 | 1 | 5 | 3.87 | .792 | |
PRICE5 | 355 | 1 | 5 | 4.26 | . 776 |
(Source: author's processing)
- Culture, history and art
Culture, history and art has 5 variables used to measure some points of international tourists for some key elements of culture, history and art in Ho Chi Minh City. According to the results in table 4.3.5 below, the average is about 3.19-4.32. In which, tourists mostly completely agree that the way of life of Ho Chi Minh City people is interesting (average = 4.32), and agree that Ho Chi Minh City is outstanding
with museums and art galleries (average = 3.69). In addition, Ho Chi Minh City has historical buildings (average = 3.59). However, international tourists do not really appreciate Ho Chi Minh City for its many festivals and special events, which are very attractive to tourists (average = 3.19).
Table 4.3.5: Culture, history and arts
QS variable | N | Min | Max | Mean | Std.Dev. | |
Culture | CULHIS1 | 355 | 1 | 5 | 4.32 | .738 |
History and | CULHIS2 | 355 | 1 | 5 | 3.69 | .867 |
art | CULHIS3 | 355 | 1 | 5 | 3.59 | .929 |
CULHIS4 | 355 | 1 | 5 | 3.49 | .855 | |
CULHIS5 | 355 | 1 | 5 | 3.19 | .867 |
(Source: author's processing)
- Recreational and entertainment activities
The general trend is that tourists are not really satisfied with the leisure and entertainment activities in Ho Chi Minh City. According to the results, the average is about [3.48-3.77], all four variables are below the satisfaction level (4.00). In particular, tourists agree that shopping, handicrafts, souvenirs, in shops, local markets and night markets are very interesting (average = 3.77). Ho Chi Minh City is a paradise for health and beauty care such as massage, beauty care, health treatment (average = 3.48). Ho Chi Minh City has interesting activities such as cooking classes, sports, boating, golf (average = 3.60). This result shows that tourists feel unsatisfied with entertainment, shopping and other services in Ho Chi Minh City.
Table 4.3.6: Recreational and entertainment activities
QS variable | N | Min | Max | Mean | Std.Dev. | |
Activities | ENTER1 | 355 | 1 | 5 | 3.60 | .843 |
rest | ENTER2 | 355 | 1 | 5 | 3.48 | .952 |
rest and fun | ENTER3 | 355 | 1 | 5 | 3.56 | .809 |
play for fun | ENTER4 | 355 | 1 | 5 | 3.77 | .968 |
(Source: author's processing)
- Local cuisine
Four variables of local cuisine assessment determine the value of tourists on local foods in some aspects. The mean values range from 4.03 to 4.41. International tourists strongly agree that Ho Chi Minh City has many eateries along the streets (mean = 4.41), Traditional dishes are very special and delicious, unique (mean = 4.30). Tourists agree that the quality of food in restaurants is good (mean = 4.11) and the Service standards in restaurants are good and the staff are friendly and enthusiastic (mean = 4.03) in Ho Chi Minh City.
Table 4.3.7: Local cuisine
QS variable | N | Min | Max | Mean | Std.Dev. | |
Cuisine | CUIS1 | 355 | 1 | 5 | 4.41 | .774 |
local | CUIS2 | 355 | 1 | 5 | 4.30 | .806 |
CUIS3 | 355 | 1 | 5 | 4.11 | .725 | |
CUIS4 | 355 | 1 | 5 | 4.03 | .823 |
(Source: author's processing)
- Safety and security
The Safety and Security factor groups aim to measure tourists' assessment of the safety and security aspects of Ho Chi Minh City. Ho Chi Minh City has stable politics and a stable economy. Tourists are protected by laws and regulations. Ho Chi Minh City has a low crime rate. Tourists are not worried about terrorism. The average value is in the range of [3.04 - 3.68]. In particular, tourists agree that Ho Chi Minh City has a stable political environment (average = 3.68). Tourists are protected by laws and regulations (average = 3.29). This also reflects one of the strengths of safety and security in Ho Chi Minh City. On the contrary, many tourists are not satisfied with Ho Chi Minh City's low crime rate. (average = 3.04) means that this factor is rated average by tourists, so Ho Chi Minh City needs to amend and have policies to reduce street vendors, beggars, pickpockets, etc. In general, tourists are not satisfied with most aspects of safety and security in Ho Chi Minh City, the table below shows descriptive statistics of safety and security.