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Factors affecting tourists' satisfaction with tourism service quality in Ca Mau province - 2


Figure 2.1: Parasuraman's service quality model. Figure 2.2: Proposed research model.

Figure 3.1: Research process

Figure 3.2 Research model to evaluate domestic tourist satisfaction in Ca Mau:

Figure 4.1: Scrre Plot.

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Figure 4.2: Frequency plot of standardized residuals. Figure 4.3: PP Plot frequency plot

Chart 4.1: Gender classification chart Chart 4.2: Age classification chart

Factors affecting tourists' satisfaction with tourism service quality in Ca Mau province - 2

Chart 4.3: Occupational classification chart

Chart 4.1: Chart of information classification for choosing tourism in Ca Mau


The purpose of this study is to explore the factors affecting the satisfaction of domestic tourists when traveling in Ca Mau, and through that to consider and find out the actual opinions of tourists on the quality of tourism services in Ca Mau to get a conclusion through this trip, whether tourists are satisfied or not, on that basis, some recommendations will be proposed to overcome the shortcomings and promote the positive aspects to better satisfy the increasing needs of tourists.

The research results have helped to form a new theoretical research model based on the initially proposed research model. This new research model includes reliable scales to measure the components of service quality and tourist satisfaction when traveling in Ca Mau. In addition, the research has also drawn conclusions about tourists' evaluation of Ca Mau tourism and compared it with other tourist destinations that tourists have visited. Finally, the research results have also helped to form different groups of domestic tourist segments when traveling in Ca Mau... All of the above results are extremely important bases for making recommendations for further research and proposing contributions to the development of tourism services in Ca Mau, in order to further enhance the competitive position of Ca Mau tourism compared to other tourist destinations, continuing to be an attractive destination for tourists from all over the country.


CHAPTER 1: OVERVIEW OF THE RESEARCH TOPIC


1.1. BACKGROUND OF THE RESEARCH PROBLEM


The smokeless industry plays an increasingly important role in the economy of each country. Tourism brings great economic and social impacts to each locality. In particular, tourism benefits from international tourists contribute to income, improve the balance of payments and promote the image of the country and locality to friends around the world.

In today's era, the globalization trend has created many favorable conditions for exchange, cooperation, and development in all aspects and fields of social life such as culture, education... especially economy.

Today, economic development has brought people to a new level. People now not only know how to eat well, dress well, but also know how to enjoy the pleasures of life. Therefore, on a global scale, tourism has become an indispensable need in socio-economic life and is developing at an increasingly rapid pace.

Along with the development of world and regional tourism, Vietnam tourism has also made strong changes. Vietnam tourism market is increasingly affirming its advantages and great potential, meeting the needs of tourists in the region and the world. Therefore, Vietnam is considered a safe and friendly destination, many tourist areas have been formed, the system of hotels, restaurants and services in the country has strongly developed. Among them, tourism in Ca Mau province must be mentioned.

URGENTITY OF THE TOPIC


Tourism plays an increasingly important role in the economy of each country. Every country and region must find ways to improve the tourism environment to satisfy and attract tourists. Measuring the level of tourist satisfaction and the factors that affect it will help us have a specific direction to improve services.


to attract more and more tourists, making the tourism industry develop sustainably. The topic "Factors affecting tourists' satisfaction with the quality of tourism services in Ca Mau province" is meaningful not only to Ca Mau but also to the Vietnamese tourism industry in general.

To develop tourism, in addition to natural and cultural conditions, improving service quality and enhancing customer satisfaction with tourism services has a great impact on the ability to attract tourists. Tourist satisfaction with service quality during the tour and vacation is an issue that tourism managers are very interested in. However, the quality of tourism products and services is not easy to determine and it is very difficult to have an effective management strategy, because of its intangible characteristics, difficulty in measuring and controlling quality.

Ca Mau is an ideal destination with great potential to attract tourists, and has recently become an attractive tourist destination for domestic and foreign tourists. However, the study and assessment of tourist satisfaction, as well as factors affecting tourist satisfaction to find appropriate solutions to improve the ability to attract tourists, has not really been studied by tourism businesses and scientists.

Based on the above practical problems, the author chose the topic " Factors affecting tourists' satisfaction with the quality of tourism services in Ca Mau province " to research within the framework of this graduation thesis.

1.2. OBJECTIVES AND RESEARCH QUESTIONS


1.2.1. General objectives:


This study aims to explore the factors affecting tourist satisfaction when visiting and entertaining in Ca Mau.

Based on theories of measuring service quality and customer satisfaction to consider and learn about tourists' opinions on service quality.


tourism services in Ca Mau. Study the relationship between factors affecting tourist satisfaction along with visitors' comments during the actual research process, thereby proposing solutions and recommendations to contribute to improving and enhancing the quality of services in tourism business activities in Ca Mau, best satisfying customer needs to enhance the competitive position of tourism business activities in Ca Mau compared to other localities.

1.2.2. Specific objectives


Explain the scientific and practical basis of research - evaluation of tourists' satisfaction with the quality of tourism services in Ca Mau, through:

- Systematize and present general theories about service quality, factors affecting consumer behavior, products and characteristics of tourism service business activities, customer satisfaction.

- General assessment of the current status of tourism business activities in Ca Mau through secondary data sources.

- Build a hypothetical model, criteria for evaluating customer satisfaction and methods for conducting tourist satisfaction evaluation.

- Assessing tourists' satisfaction with tourism service business activities in Ca Mau through field survey (primary data source).

- Study the relationship between factors, analyze survey results and propose solutions and recommendations for practical application.

1.2.3. Research question:


- Current status of tourism business activities in Ca Mau province in recent times.

- What factors affect tourist satisfaction when coming to Ca Mau Province?


- What do customers care about before and after using tourism products and services in Ca Mau?

- Do tourism products, infrastructure, etc. in Ca Mau Province bring satisfaction to customers?

- How to measure, evaluate and control that satisfaction?


- How are the above factors related to each other, and to what extent?


- What solutions are needed for the current research situation to bring benefits to both customers and tourism service businesses in Ca Mau Province?

1.3. OBJECTS AND SCOPE OF RESEARCH


- Research subjects:


+ Domestic tourists come to visit and travel in Ca Mau province.


+ Managers and employees working in tourism business fields in Ca Mau.

+ Quality of tourism services and satisfaction of tourists when traveling in Ca Mau province.

- Research scope:


The topic "Factors affecting tourists' satisfaction with the quality of tourism services in Ca Mau province" is limited to the administrative boundaries of Ca Mau province and combined with a number of other tourism services in the region to provide orientations and solutions to improve the quality of tourism services in Ca Mau.

In the future, the province is focusing on developing potential tourist destinations such as Dat Mui National Park, Khai Long beach, island clusters and islets such as Da Bac, Hon Khoai, etc., to facilitate the province in finding joint venture partners to implement projects to upgrade the above-mentioned tourist areas, and at the same time continue to develop.


Continue to invest in completing construction projects of hotels, restaurants, electricity, telecommunications, clean water supply... With such cooperation, the quality of tourism services will be continuously improved, creating sustainable and long-term tourism development for the province.

1.4. RESEARCH METHODS


This study includes two specific research steps:


+ Step 1: is an exploratory research through qualitative methods by discussing focus groups and role-playing methods to discover, adjust, and supplement observation variables used to measure research concepts, thereby providing complete evaluation criteria.

+ Step 2: is the official research step, through quantitative methods using direct interview techniques with detailed questionnaires to evaluate the scales and test the proposed theoretical model.

1.4.1. Qualitative research


Qualitative research was conducted through focus group discussion techniques and role-playing methods. The purpose of this research is to explore the expectations, expectations, evaluations ... of tourists when traveling in Ca Mau and management experiences in tourism business activities, thereby discovering factors affecting tourists' satisfaction when traveling.

This study is both exploratory and affirmative in nature, and the criteria can actually be used to evaluate the factors affecting the satisfaction of domestic tourists when traveling in Ca Mau.

The research location is Ca Mau province, the surveyed subjects include:


+ Managers and employees working in the tourism business sector in Ca Mau, domestic tourists visiting and traveling in Ca Mau, to study and collect opinions to discover the factors that they think (according to work experience) are related to tourist satisfaction.


+ Domestic tourists visiting and traveling in Ca Mau: to discover their expectations, hopes and views on tourism business activities in Ca Mau.

The scale used in this study is based on the proposed theoretical model: including a scale of 5 service quality components (SERVQUAL scale, Parasuraman & Ctg, 1998) and a Price component, based on the theory of service quality and customer satisfaction. Although there is a proposed model for customer satisfaction research, there will certainly be fundamental differences in specific groups of factors (cultural, social, personal, psychological, etc.) and fundamental differences in groups of environmental factors (economic, political, legal, etc.) of each market as well as for each different service business sector in any market... Those differences cause differences in consumer behavior and customer satisfaction, so there may be inconsistencies when using the above scales and criteria when applying to the Vietnamese market, specifically for the study of domestic tourist satisfaction in Ca Mau, therefore, using qualitative research to adjust the scales accordingly is necessary.

The data collection method used in this phase was a pre-prepared discussion outline conducted in separate groups:

+ Management and staff working in the tourism business sector (group 1).

+ Domestic tourist group (group 2): conduct initial preliminary investigation by random sampling.

Through the results of this study, the original scale will be adjusted (done with group 1), the first adjusted scale is called the scale

2. Scale 2 was used for pilot research to test the difficulty and univocity by group interview (group 2). After receiving comments and corrections, scale 2 was further adjusted for the second time, called scale 3. Scale 3 was

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