Vietnam has many more dynamic and diverse changes with the emergence of private airlines contributing to increasing the ability to serve people's travel needs such as: Vietnam Airlines, Jetstar Pacific, Vietjet Air...
+ Road transport : Road transport includes vehicles such as bicycles, cars, motorbikes, buses, etc. This is the most popular form of transport in tourism today. These vehicles occupy a quite important position in tourism transport, due to low cost, suitable for all subjects, high mobility, and can go to most tourist destinations. However, this means of transport is slow, lacks convenience, is not very safe, and is often only suitable for domestic tourism development.
+ Railway transport: Railway transport is playing an important role in tourism development, due to its many advantages: low cost, high safety, convenience, ability to satisfy the need for sightseeing, low pollution and easy security control. This form of transport is suitable for mass tourism because it can transport large volumes over long distances. However, the mobility of this type of transport is not high. In developed countries such as Japan, France, etc., this type of transport is strongly developed with a very convenient infrastructure system.
+ Water transport : Waterway is a means of transport that has existed for a long time. Traveling by water is no longer new. Currently, this type of transport has a fast and strong development speed. Suitable for trips to many different countries with borders adjacent to the coast, visitors will stop at regions with many beautiful landscapes and famous landmarks.
On that basis, hypothesis H3 is proposed as follows: Tourist transportation services have a positive impact on domestic tourist satisfaction at tourist destinations in An Giang province.
2.6.2.4 Security, order and safety in tourism
According to Ngo Thi Dieu An, Nguyen Thi Oanh Kieu (2014), for tourism to continuously develop into a spearhead economic sector of the country, close coordination is needed.
The close connection between national defense and security with tourism activities as well as other economic sectors is extremely important. A solid guarantee of national defense and security creates a stable environment for the country and visitors.
According to Vu Khac Chuong (2015), the opportunities for international tourism development in Vietnam have been pointed out, in which the issue of political security, stability and safety is one of the factors attracting international visitors to Vietnam. The issue of safety in tourism is also of great concern and is used to evaluate tourist destinations. Tourists often like to travel in areas where the political and economic situation is stable, order and safety, security at destinations are guaranteed... because the need for safety is a basic human need.
On that basis, hypothesis H4 is proposed as follows: Security, order and safety in tourism have a positive impact on the satisfaction of domestic tourists at tourist destinations in An Giang province.
2.6.2.5 Tour guide
According to Dinh Thi Van Chi and colleagues (2013), tour guides are understood as professional staff working for travel businesses (including other businesses with travel business functions) to perform the task of guiding tourists to visit according to the signed tour program, in practice to ensure the correct plan and meet the agreed needs of tourists. Guide and provide explanations about tourist attractions, solve problems arising during the implementation of the tour program within the scope of their authority and ability and create positive impressions for tourists.
According to the development of our country's tourism industry, the basic functions of a tour guide can be summarized as:
- Based on the contract, plan, terms signed between the travel company and tourists, according to the plan to welcome, arrange and organize tourists.
- Responsible for explaining, introducing the culture and tourism materials of the land that tourists visit.
- Coordinate with responsible units to arrange travel, accommodation for tourists, and protect the safety of people and property of tourists.
- Patiently answer tourists' questions and help resolve problems encountered during travel.
- Receive visitors' opinions, requests and reactions, help arrange meetings and visits for visitors.
On that basis, hypothesis H5 is proposed as follows: Tour guides have a positive impact on domestic tourist satisfaction at tourist destinations in An Giang province.
2.6.2.6 Prices of services
According to Ngo Thi Dieu An, Nguyen Thi Oanh Kieu (2014), Income is an important factor that has a decisive influence on the demand for travel, because to make a trip, a necessary amount of money is needed, so the higher the income of the people, the more they need to travel. Therefore, the price of tourism services has a significant impact on the attraction of tourists to the locality as well as the country that tourists want to visit. Tourism is a special type of commodity, and like other commodities, customers are also very interested in the price of this commodity. Price is one of the most frequently used factors in studies on factors affecting tourists' travel decisions. According to the research model on perceived value by Petrick (2002), there are five factors that decisively affect customers' perceived value and price is one of those factors. In particular, price has an opposite effect on perception, meaning that the more the price is perceived by customers to be commensurate with the service they are receiving, the higher the perceived value of the tourist. And perception is the deciding factor in whether or not to use the service. Therefore, it can be said that price is a very important factor in attracting tourists.
On that basis, hypothesis H6 is proposed as follows: Service prices have a positive impact on domestic tourist satisfaction at tourist destinations in An Giang province.
Conclude
In chapter 2, the author presented the theoretical basis and the role of tourism in economics, politics, culture and society. In addition, the author also introduced the concepts of domestic tourists, destinations, tourism, types of tourism, etc.
On the other hand, the author also presents a number of research models of many authors related to the topic to propose a research model as well as propose factors that can affect tourist satisfaction to conduct the next research steps.
Chapter 3
RESEARCH METHODOLOGY
3.1 Research process
Identify research topic
Theoretical studies and previous research models
Qualitative research to perfect the model and build the scale
Based on the research objectives and content of the topic, the author has established a research process to measure and determine the level of impact of factors on the satisfaction of domestic tourists when traveling to An Giang. Based on secondary information and previous studies by domestic and foreign experts, the author has built a model and conducted a preliminary survey. After the preliminary research, the official survey questionnaire was completed. The questionnaire was designed to collect tourists' opinions, which helped the author analyze and evaluate the factors affecting the satisfaction of domestic tourists at the tourist destination of An Giang province. Finally, from the research results, the author has proposed solutions to improve and enhance the level of satisfaction of tourists when traveling to An Giang province.
Descriptive statistical analysis
Cronbach's Alpha Test
Exploratory factor analysis EFA
Research results
Regression analysis
Conclusion and managerial implications
One Way ANOVA Analysis
Variable type
Preliminary survey (50 samples)
Create a survey
Formal quantitative research
Preliminary quantitative study (running Cronbach Alpha)
Figure 3.1 : Research process
Source: Author's synthesis, 2017
3.2 Qualitative research to perfect the model and build a scale
3.2.1 Qualitative research to refine the model
3.2.1.1 Qualitative research methods
Through theoretical research and previous research models, the author proposed a model for this study according to Figure 2.3. Based on the proposed research model, the author built an outline for group discussion and expert interviews. The purpose of the group discussion and expert interviews is to re-examine whether the proposed theoretical model is suitable for local practical conditions or not? To do this, the author conducted interviews and discussions with 10 experts who have knowledge, understanding and expertise in tourism... (List of experts in Appendix 1).
First, the author contacted the experts in advance to send the interview outline and then met directly to interview each expert. All comments were recorded for synthesis, and any duplicate comments were given special attention. After synthesizing all the opinions of each expert, the author conducted a general group discussion for 10 experts with the content of the initial outline and provided a summary table of each expert's opinions.
+ Contents of the questionnaire of research hypotheses
Research on factors affecting domestic tourist satisfaction at An Giang province tourist destination through the level of tourists' agreement with each factor in the questionnaire. The questionnaire consists of 3 parts:
Part 1: Includes questions to identify the correct target audience of domestic tourists coming to An Giang.
Part 2: Research on factors affecting domestic tourists' satisfaction at tourist destinations in An Giang province through tourists' level of agreement with 6 groups of factors through questions.
Part 3: Personal Information
Personal information of survey subjects includes: Age group, income, gender, education level.
3.2.1.2 Qualitative research results
Through previous research by Nguyen Trong Nhan (2013) and Le Van Hung (2013), both have some similar factors affecting tourists' satisfaction when traveling such as infrastructure, tour guides and prices.
This demonstrates that these factors have a direct impact on visitor satisfaction.
On the other hand, after interviewing 10 experts who are knowledgeable in the tourism field, the experts all agreed that the 6 factors that the author proposed all have an impact on the satisfaction of domestic tourists and are suitable for the research topic including: (1) Technical tourism facilities; (2) Accommodation facilities; (3) Tourist transportation services; (4) Security, order and safety in tourism; (5) Tour guides; (6) Prices of services. Therefore, the research model still retains the original 6 factors as proposed by the theoretical model.
3.2.2 Qualitative research to build a scale
Based on the research model from the results of qualitative research, the author completed the scale based on the inheritance of previous studies. However, in a different scope and experimental location, each study has different content. Therefore, when researching at the destination of An Giang, it is necessary to check whether it is consistent with the thinking of businesses and experts or not? As well as qualitative research to complete the model, the author designed an outline for expert interviews and group discussions based on the scale inherited from previous studies to determine whether it is suitable for the actual conditions of the locality or not? Also through expert interviews and group discussions, the study will discover new scales with local characteristics. The list of experts are scientists, businessmen... with knowledge and understanding of the tourism sector (List of experts in Appendix 1).
3.2.2.1 Scale of “Tourism technical facilities”
Experts say this is one of the important factors in meeting the needs of travel, rest, use of services... at tourist destinations. If the facility
If the technical facilities are poor or do not meet the needs of tourists, the satisfaction of tourists will not be high. Most experts agree with the variables affecting the satisfaction of tourists that the author suggests. However, one expert suggested that it is necessary to add more observation variables related to the convenience of the communication system and the availability of standard public toilets.
This scale is constructed from five observed variables.
Table 3.1: Scale of technical tourism facilities.
STT
Observation variable | References | |
1 | Convenient access to tourist attractions. | Vu Van Dong (2011) |
2 | Many entertainment venues. | |
3 | Spacious parking lot. | |
4 | Convenient communication system. | Expert opinion |
5 | Public toilets meet standards. |
Maybe you are interested!
-
Qualitative Research Adjusts Research Model -
Research Model of Factors Impacting Work Motivation of Tour Guide Team in Binh Dinh Province -
Relationship Between Research Variables in the Model -
Preliminary Test of Reliability of Scale in Research Model -
Evaluating How the Research Model Measures Variables
Source: Author's synthesis, 2017
3.2.2.2 “Accommodation Facility” Scale
Experts say that accommodation is the place that tourists care about the most, because when traveling, most tourists will be tired, so they need a place to rest that is neat, clean and can feel like a "guest" here when being taken care of carefully, thoughtfully and all the needs of the guests are taken care of and met. When discussing with experts, most agree that if the accommodation does a good job of taking care of tourists, it will make customers feel comfortable, happy... This will increase the satisfaction of tourists during the trip. No additional comments.
This scale is constructed from five observed variables.