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Quality of Transportation Service Serving Ctdl Dmz


Table 2.4. Evaluation of tour guide quality serving DMZ tourism service


Comments on quality

tour guide

Average rating (%)

Domestic guests

International guests

1. Knowledge of routes and destinations

3.72

4.06

2. Guidance skills

3.39

3.46

3. Knowledge and skills in using language

3.56

2.96

4. Organizational and operational knowledge and skills

tour program

3.52

3.62

5. Knowledge and skills in handling situations

3.68

3.20

6. Costumes

4.16

4.08

7. Health

4.18

4.00

8. Service attitude

4.20

4.10

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Quality of Transportation Service Serving Ctdl Dmz

Source: Survey data and processed by SPSS 16.0 software in 2014

The results of Table 2.3 show that domestic and international tourists have a higher than average assessment of tour guides' knowledge and operation of tourism services, specifically from 3.52 points - 3.62 points. However, there are still some comments that are rated relatively poor by tourists with 10% for the assessment. Regarding the assessment of costumes, health and service attitude, international and domestic tourists highly appreciate it, specifically 4.00 points - 4.20 points, and at the same time, a detailed examination of the assessment level shows that the assessment rate of these comments from good or higher is from 78% - 89%, although there are still 1-2% of tourists who rate these comments as poor. In addition, the comments were rated higher than the average by domestic tourists, specifically: knowledge about routes and destinations was 3.72 points, knowledge and language skills were 3.72 points 3.56 points. This is completely different from international tourists when evaluating the above 2 comments, they rated better than domestic tourists on knowledge about routes and destinations, specifically 4.06 points. However, the comments on knowledge and language skills only reached 2.96 points.


2.3.3.4. Quality of transportation services serving DMZ tourism

Transportation plays a very important role in tourism activities. In other words, without transportation, a perfect tourism product will not be formed. This confirms that poor quality transportation services will greatly affect the tourism product, because this is an important factor that greatly affects the safety of tourists when participating in tourism in general and tourism in the demilitarized zone in particular.

Table 2.5. Evaluation of transportation service quality serving DMZ tourism


Comments on the quality of transportation services

Average rating (%)

Domestic guests

land

International guests

economy

Instruct

pill

1. Quality of the vehicle

3.40

3.18

3.28

2. Convenience of the vehicle

3.42

3.32

3.32

3. Knowledge and professional skills

of the driver

4.03

3.82

3.96

4. Driver service attitude

4.09

3.46

4.04

Source: Survey data and processed by SPSS 16.0 software in 2014

Thus, the evaluation results of both tourists and tour guides on the quality of transportation services in Table 2.4 all show that the comments on the quality of the means of transport and the convenience of the means of transport are not good, all are rated at an average level and above average from 3.18 - 4.09. In which, domestic tourists have a higher evaluation than international tourists.

2.3.3.5. Quality of accommodation services for DMZ tourism

In addition to the above services, when evaluating the quality of tourism, accommodation services are indispensable, because when traveling, tourists often have the need to rest and stay at the destination or stopover. Therefore, the quality of accommodation services has a significant impact on the quality of tourism in general and DMZ tourism in particular.


In general, the survey results show that both domestic and international tourists and tour guides have not given good evaluations of the following statements: the modernity of the accommodation facilities and the aesthetics of the technical facilities. The remaining statements are rated at a relatively high level; in particular, the assessment of the flexibility of the accommodation facility management staff when a situation arises is rated much better by tour guides than by domestic and international tourists. (Table 2.6)

Table 2.6. Evaluation of accommodation service quality for DMZ tourism



Comments on the quality of accommodation services

Average rating (%)

Domestic guests

International guests

Tour guide

1. Modernity of accommodation

3.14

3.14

3.10

2. Aesthetics of technical facilities


3.21


3.10


3.12

3. Safety and hygiene level

3.53

3.54

3.60

4. Quick check-in and check-out procedures


3.83


3.44


3.84

5. Reasonable price of accommodation services

3.83

3.68

3.72

6. Flexibility of accommodation facility management staff when situations arise


3.53


3.24


4.10

Source: Survey data and processed by SPSS 16.0 software in 2014

2.3.3.6. Quality of food and beverage services for DMZ tourist attractions

In addition to the quality of accommodation services, the quality of food and beverage services also significantly affects the quality of tourism services for tourists. Therefore, the survey of the quality of food and beverage services for DMZ tourism services in this study will contribute to improving the quality of DMZ tourism services in Quang Tri province in the coming time. The survey results are shown in Table 2.7.


Through table 2.7 , it can be seen that there is a difference in the assessment between tour guides, domestic tourists and international tourists on the quality of food and beverage services due to the specificity of regional and territorial culinary preferences and needs of different subjects (each country or each region is different). In particular, the different perceptions on the level of hygiene, specifically international tourists rated it below the average of 2.96 points, 18% of tourists rated it as poor. Meanwhile, domestic tourists and tour guides rated it above the average from 3.44 points - 3.53 points, however, there were still 4 tourists and 10 tour guides rated it as poor, the quality of food was rated by tourists higher than the average of 3.76 points, while tour guides and domestic tourists rated it as good at 4.00 points. All remaining reviews were rated average by tourists (domestic and international) and tour guides.

Table 2.7. Evaluation of food service quality at DMZ tourist attractions


Comments on food service quality

Average rating (%)

Domestic guests

land

Guest

international

Instruct

pill

1. Food quality

4.00

3.76

4.00

2. Modernity and aesthetics of

restaurant

3.10

3.08

3.16

3. Hygiene level

3.53

2.96

3.44

4. The level of suitability of food prices

drink

4.20

3.02

3.82

5. Staff service skills

3.42

3.32

3.30

Source: Survey data and processed by SPSS 16.0 software in 2014

2.3.3.7. Quality of additional services serving DMZ tourism

Providing additional services is an important part of tourism activities. The needs and expectations of tourists are increasing faster than the provision of services at the reception facilities. That pushes the reception facilities to have to improve every year.


Expanding service categories, first of all, supplementary services. Thus, supplementary service business was born later than other business activities, but it plays an increasingly important role in the general business activities of the tourism industry. Organizing the provision of supplementary services will more fully meet the needs of tourists, prolong the tourist season, increase revenue for the industry, make more thorough use of available facilities, and the cost of organizing the provision of supplementary services is insignificant compared to the profits earned. Therefore, improving the quality of supplementary services greatly affects the quality of tourism. To evaluate the quality of supplementary services, this study conducted a survey of tourists and tour guides, the results are shown in Table 2.8.

Table 2.8. Evaluation of additional service quality for DMZ tourism


Additional service quality comments

Average rating (%)

Domestic guests

land

International guests

Instruct

pill

1. Entertainment services

3.02

3.00

2.84

2. Souvenir sales service

3.00

2.96

3.00

3. Information services

3.61

3.00

3.60

4. Other services

3.09

2.66

3.12

5. Service suitability

3.83

2.82

3.88

Source: Survey data and processed by SPSS 16.0 software in 2014

The results shown in Table 2.8 show that domestic tourists rated relatively high the service suitability (with an average rating of 3.83 points, of which 72% rated good or better, 28% average and no ratings of bad or very bad) and information services (with an average rating of 3.61 points, of which 62% rated good or better, 24% average and 14% poor); the remaining ratings were rated at an average of 3.02 points for entertainment services; 3.00 points for souvenir sales services; and 3.09 points for other services.


Unlike domestic tourists, international tourists rated quite low on the comments reflecting the quality of additional services, specifically all comments were rated by international tourists at average and below average levels. Typically, some comments that international tourists rated below average were: Souvenir sales service (2.96 points); other services (2.66 points); and the appropriateness of the service (2.82 points).

When evaluating the quality of additional services, tour guides also gave similar assessments to domestic tourists. Specifically, they rated information services quite highly (3.60 points) and assessments of service suitability (3.88 points). The remaining assessments were rated at an average level; only assessments of entertainment services were rated at a lower average level of 2.84 points.

2.3.4. General situation of the quality of tourism programs in the demilitarized zone in Quang Tri

2.3.4.1. Level of satisfaction of tourists when consuming the tourism program in the demilitarized zone of Quang Tri province

A good quality tourism program will bring satisfaction to tourists. In other words, to evaluate the overall quality of tourism programs, it is necessary to first survey the satisfaction of tourists (international or domestic) and tour guides about the quality of DMZ tourism programs. The survey results are shown in Table 2.9.

Thus, there are different opinions among the subjects when surveyed about the level of satisfaction with the DMZ tourism program. Specifically; domestic tourists are not really satisfied with the opinions: Highlighting the theme of the trip (3.09 points); Timely and accurate service (3.22 points); The correspondence between price and quality of the tourism program (3.24 points). Unlike domestic tourists, international tourists are not really satisfied with the opinions: Clarity of the terms of implementing the tourism program (3.14 points); Timely and accurate service (3.07 points); Personal safety (3.10 points). Meanwhile, tour guides are not really satisfied with the opinion of the flexibility of the tourism program (3.38 points).


Table 2.9. Assessment of satisfaction level when consuming DMZ tourism products


Comments on the level of satisfaction when using the program

demilitarized zone tourism

Average rating (%)

Domestic guests

land

International guests

economy

Instruct

pill

1. Program Flexibility

tourism


3.86


3.86


3.38

2. Clarity of Terms

carry out tour program


3.52


3.14


3.98

3. Highlight the theme of the trip

3.54

3.78

3.86

4. Timely and accurate service

3.72

3.40

3.56

5. Polite and thoughtful

3.52

3.80

3.54

6. Personal safety

3.52

3.10

3.52

7. Price-quality ratio

amount of tour program


3.70


3.50


3.50

Source: Survey data and processed by SPSS 16.0 software in 2014

2.3.4.2. General comments of tourists on the quality of the demilitarized zone tourism program

To determine the overall quality of the DMZ tourism program, this study also conducted a general assessment survey of tourists and tour guides on the overall quality of the DMZ tourism program. The results are shown in Table 2.10.

The results of Table 2.10 show that international tourists rated the quality of the tourism program better than domestic tourists and tour guides. Specifically, international tourists rated it at an average of 3.42 points, while domestic tourists rated it at an average of 3.15 points and tour guides rated it at a lower average of 2.92 points. In general, both domestic and international tourists and tour guides were not really satisfied with the overall quality of the DMZ tourism program. Therefore, in order to satisfy the needs of these groups when participating in the DMZ tourism program, in the coming time, Quang Tri province needs to focus more on improving the overall quality of the DMZ tourism program.


Table 2.10. General assessment of tourists on the quality of DMZ tourism in Quang Tri



Object

Rating level (%)

Medium

Very

Good

Good

Central

jar

Bad

Very

bad

1. Domestic guests

17

44

31

8

0

3.15

2. International guests

10

44

40

6

0

3.42

3. Tour guide

4

26

28

42

0

2.92

Source: Survey data and processed by SPSS 16.0 software in 2014

2.4. General comments on the quality of the demilitarized zone tourism program in Quang Tri

2.4.1. Strengths

- The price of the demilitarized zone tour program is quite reasonable;

- The level of safety, security and scenic beauty on the route and at the attractions included in the program are highly appreciated;

- The tour guide team for the demilitarized zone tour program in Quang Tri is generally highly appreciated for its service attitude, health and attire;

- Tourist attractions such as Quang Tri Citadel and Vinh Moc tunnels are highly appreciated for both the preservation of relics, landscape of relics and the organization of tours for visitors, especially the team of tour guides;

- Ticket prices at tourist attractions in the DMZ tourist tour are reasonable and suitable for all types of visitors;

- The DMZ tourist site in Quang Tri bears many traces of the past war, which makes it distinctly different from tourist sites in other localities and regions.

2.4.2. Weaknesses

First of all, it is necessary to mention the issue of transportation in tourism. In order to compete between travel agencies, as well as to deal with companies and individuals who illegally organize this tourism program, travel agencies have lowered the floor price to defeat weaker competitors. Lowering prices means lower profits, sometimes even losses. When business is not effective (due to price dumping), businesses

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