LIST OF SYMBOLS AND ABBREVIATIONS
ANOVA: Analysis of Variance.
EFA: Exploratory Factor Analysis. KMO: Kaiser - Mayer - Olkin coefficient.
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SEM : Structural Equation Modelling
SPSS : Statistical Package for the Social Sciences (Statistical software for the social sciences).
Ho Chi Minh City: Ho Chi Minh City. Vung Tau City: Vung Tau City.
VIF : Variance Inflation Factor.
Figure 2.1: SERVQUAL model (Parasuraman, Zeithaml & Berry,1988) 17
Figure 2.2: Model of factors affecting satisfaction by Zeithaml and Bitner (2000) 19 Figure 2.3: Model of factors affecting tourist satisfaction by Tribe and Snaith (1998) 21
Figure 2.4: Proposed research model 30
Figure 3.1: Research process 33
Figure 4.1: Adjusted research model 65
Table 3.1: Scale of factors in research model 35
Table 4.1: Sample description table by gender 45
Table 4.2: Sample description table by age 46
Table 4.3: Sample description table by education level 46
Table 4.4: Sample description table by occupation 47
Table 4.5: Sample description table by average income 48
Table 4.6: Sample description table by place of residence 48
Table 4.7: Sample description table by number of trips to Vung Tau 50
Table 4.8: Sample description table according to the most recent visit to Vung Tau 50
Table 4.9: Sample description table by reason for going to Vung Tau 51
Table 4.10: Sample description table by time of travel to Vung Tau 52
Table 4.12: Environmental factor group scale 1st time: 54
Table 4.13: Environmental factor group scale 2nd time: 54
Table 4.14: Scale of Heritage and Culture Factor Group 55
Table 4.15: Scale of factor group Accommodation services 56
Table 4.16: Factor scale for Food, entertainment, shopping services 56
Table 4.17: Scale of factors group Tourist satisfaction 57
Table 4.18: Summary table of Cronbach's Alpha coefficients of factors 58
Table 4.19: Results of rotating independent variables for the first time 59
Table 4.20: Results of the 5th rotation of independent variables 61
Table 4.21: Results of rotating dependent variable factors 64
Table 4.22: Correlation matrix table between dependent variable and independent variables 67
Table 4.23: Model fit 68
Table 4.24: Regression results 68
Table 4.25: Results of hypothesis testing 72
Table 4.26: T-test on tourist satisfaction by gender 74
Table 4.27: Homogeneity of variance test 74
Table 4.28: ANOVA test on tourist satisfaction by age 74
Table 4.29: Homogeneity of variance test 75
Table 4.30: ANOVA test on tourist satisfaction by educational level 75
Table 4.31: Homogeneity of variance test 76
Table 4.32: ANOVA test on tourist satisfaction by occupation 76
Table 4.33: Homogeneity of variance test 76
Table 4.34: ANOVA test on tourist satisfaction by income 77
Table 5.1: Average of observed variables of factors 79
Table 5.2: Average observed variables of the factor Accommodation Services 79
Table 5.3: Average observed variables of the factor Heritage, culture and entertainment 81
Table 5.4: Average observed variables of Food Service factor 83
Table 5.5: Average observed variables of Natural Resources factor 84
Table 5.6: Average of observed variables of Environmental factor 85
CHAPTER 1: INTRODUCTION
1.1 Reasons for choosing the topic
Nowadays, in Vietnam as well as many countries in the world, tourism is considered a "smokeless industry", one of the fastest growing economic sectors due to the great benefits it brings. The World Travel and Tourism Council has recognized tourism as the largest economic sector in the world, surpassing the automobile, steel, electronics, and agricultural industries. Tourism generates income for the country and locality, creates jobs for workers, is a very effective means of introducing the country's image, as well as a "good" that can be exported quickly and effectively.
Vietnam is a country with many diverse tourist attractions, from historical and cultural relics to natural landscapes, from mountains to plains, beaches, islands, etc. With a coastline of about 3,260 km and more than 2,800 islands and reefs from large to small, our country has many great advantages in sea and island tourism. With such potential, the 12th Party Congress (2016) affirmed the policy: "There is a policy to develop tourism into a spearhead economic sector. Encourage economic sectors to invest in tourism development with a synchronous, modern infrastructure system, diverse products and high professionalism".
Ba Ria - Vung Tau province is one of the provinces with a long and beautiful coastline, mountains, rivers, many beautiful beaches, attracting many tourists to visit and relax. Authorities at all levels have soon recognized the potential and strengths of the tourism industry for socio-economic development and have had directions and management to strongly develop the province's tourism industry. The 3rd Provincial Party Congress (1990) and the 4th Provincial Party Congress (1995) both identified tourism as an important economic sector that needs to be prioritized for investment and focused on development. By 2015, the 6th Provincial Party Congress for the 2015 - 2020 term determined
determined to "focus on developing beach resort tourism; conference and seminar tourism (MICE); high-quality eco-tourism; historical and spiritual tourism". However, basically, the tourism industry in Ba Ria - Vung Tau province has not developed commensurate with its current strengths and potential, the number of days of stay of visitors is low, the structure and proportion of tourism in the service industry is still low. Based on this reality, it is necessary to conduct research on the satisfaction of tourists who have used services at tourist destinations in Ba Ria - Vung Tau province to know their feelings and comments. Based on that, we know the strengths and weaknesses of tourism products and from there have measures and proposals to attract more tourists to tourist destinations in Ba Ria - Vung Tau province. Due to its favorable geographical location, Ba Ria - Vung Tau province regularly welcomes a large number of tourists from Ho Chi Minh City, the most populous city in the country with a variety of classes and occupations to visit and relax, especially coastal tourist areas such as Vung Tau, Long Hai, Ho Tram. For the above reasons, the author chose the topic " Factors affecting the satisfaction level of tourists in Ho Chi Minh City with the destination of Vung Tau City, Ba Ria - Vung Tau province" to write his graduation thesis.
1.2 Research objectives, research questions
1.2.1 Research objectives
1.2.1.1 General research objectives:
The thesis was conducted to study the factors and the level of impact of those factors on the satisfaction of tourists from Ho Chi Minh City with the destination of Vung Tau City, Ba Ria - Vung Tau province.
1.2.1.2 Specific research objectives:
Identify factors affecting the satisfaction of Ho Chi Minh City tourists with Vung Tau City.
Determine the satisfaction level of Ho Chi Minh City tourists with Vung Tau City according to the research model.
Propose some recommendations based on research results to improve the satisfaction of tourists in Ho Chi Minh City in particular and domestic tourists in general for Vung Tau City.
1.2.2 Research questions
To complete the above research objectives, the thesis needs to answer the following research questions:
- What factors affect the satisfaction of Ho Chi Minh City tourists with the destination of Vung Tau City?
- How do these factors affect the satisfaction of Ho Chi Minh City tourists when coming to Vung Tau City?
- To answer the research objectives, what analytical methods and techniques should be used?
- Based on the research results, what recommendations are appropriate to improve the satisfaction of Ho Chi Minh City tourists when coming to Vung Tau City?
1.3 Research objects and scope.
1.3.1 Research subjects
The research object of the thesis is the factors affecting the satisfaction of domestic tourists of Ho Chi Minh City with the destination of Vung Tau City.
1.3.2 Scope of research
- Spatial scope: The study was conducted in Ho Chi Minh City, only surveying domestic tourists in Ho Chi Minh City who traveled to Vung Tau City.
- Time range:
+ Secondary data: situation of tourists visiting and vacationing in the period 2014-2017.
+ Primary data: collecting and surveying tourist information is expected to be carried out from October 1 to October 20, 2018.
1.4 Research methods.
The research topic is conducted using qualitative research methods combined with quantitative research.
1.4.1 Qualitative research
The study aims to understand the factors affecting the level of tourist satisfaction. Therefore, qualitative research will be conducted by consulting experts related to the tourism industry to explore and calibrate the scale, build a survey suitable for the research objectives.
The questionnaire was designed with a 5-level Likert scale to evaluate factors affecting tourist satisfaction, in order from small to large, corresponding to the level of Completely Disagree (Level 1) to Completely Agree (Level 5).
1.4.2 Quantitative research
The study was conducted using the data collection method of distributing pre-printed survey forms to tourists from Ho Chi Minh City who have visited Vung Tau City. The collected data will be coded and cleaned. Then, the data will be processed using SPSS 16 software, including: testing the reliability of the scale using Cronbach's Alpha coefficient; Testing the scale using exploratory factor analysis; Testing the model and testing the model's hypothesis.
1.5 Significance of the topic
Based on the research objectives, the thesis aims to search and refer to relevant theories and studies at home and abroad. This contributes to the systematization of theoretical foundations as well as to the supplementary reference materials for other future studies.
Based on the results of the study, it is possible to come to clear, reliable and scientifically based conclusions for policy implications, serving the tourism management agencies of Vung Tau City to see the factors affecting the satisfaction of tourists in Ho Chi Minh City. From that basis, there is a comprehensive, comprehensive view, building better policies.