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Research on domestic tourists' satisfaction with Khanh Hoa destination - 2


LIST OF IMAGES


Image

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Figure 2.1: Model of factors affecting customer satisfaction

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Figure 2.2: HOLSAT model

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Figure 2.3: Tsung Hung Lee research model

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Figure 2.4: Model for assessing tourist satisfaction in Da Lat

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Figure 2.5 : Model of tourist satisfaction research

to Can Tho

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Figure 2.6 : Rita Faullant, Kurt Matzler and Tohann Fuller model

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Figure 2.7: Economic structure of Khanh Hoa province

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Figure 2.8: Number of domestic tourists

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Figure 2.9: Domestic tourist growth rate

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Figure 2.10: Revenue from domestic tourists

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Figure 2.11: Paying to the state budget

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Figure 2.12: Proposed research model

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Figure 2.13: Research model

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Figure 2.14: Research model of domestic tourist satisfaction

to Khanh Hoa destination

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Figure 3.1: Research process

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Figure 4.1: Gender statistics

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Figure 4.2: Age statistics

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Figure 4.3: Histogram

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Figure 4.4: Scatter plot of residuals

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Research on domestic tourists satisfaction with Khanh Hoa destination - 2


LIST OF APPENDIXES

Appendix 1: One-on-one interview

Appendix 2: One-on-one interview results - Proposed research questionnaire Appendix 3: Survey questionnaire

Appendix 4: Preliminary study

Appendix 5: Cronbach's alpha analysis

Appendix 6: Correlation analysis between Age and satisfaction Appendix 7: Original models and scales

Appendix 8: Expert Interview


LIST OF ABBREVIATIONS


Acronym

Full English name

Full Vietnamese name

ANOVA

Analysis of Variance

Analysis of variance

CA

Cronbach's Alpha

Cronbach Alpha reliability coefficient

EFA

Exploratory Factor Analysis

Exploratory factor analysis

KMO

Kaiser – Mayer – Olkin

KMO coefficient

Sig

Observed significance level

Level of significance of relationship

SPSS

Statistical Package for the

Social Sciences

Statistical software for science

society

VIF

Variance inflation factor

Variance magnification factor


CHAPTER 1: RESEARCH OVERVIEW


This chapter introduces an overview of the research status of the topic.

1.1. Reasons for choosing the topic


Tourism is one of the industries known as the smokeless industry that brings huge benefits. Tourism contributes to the country's revenue, creates jobs for people, is the most powerful means of promoting the country's image, and is the fastest and most effective way to export goods on the spot. Currently, Vietnam is focusing on developing this potential economic sector, tourism has become a key economic sector of Vietnam.

In the overall picture of Vietnam tourism, Khanh Hoa emerges as a bright spot with strengths bestowed by nature that few places have. The coastline is more than 200 km long and nearly 200 large and small islands along with many beautiful bays such as Van Phong, Nha Trang (one of the 29 most beautiful bays in the world), Cam Ranh... with a temperate climate, an average temperature of 26 degrees Celsius, more than 300 sunny days a year, and many famous historical and cultural relics and scenic spots such as: Ponagar tower, Dien Khanh ancient citadel, relics of scientist Yersin... With these advantages, Khanh Hoa has become one of the major tourist centers of Vietnam.

Contributing to the success of Khanh Hoa tourism is the large number of domestic tourists coming to Khanh Hoa increasing steadily every year. Currently, our country is tending to extend the time of holidays, which contributes to increasing the travel demand of Vietnamese people. This is a great opportunity for Vietnam tourism, especially for Khanh Hoa tourism when the number of domestic tourists coming to Khanh Hoa accounts for over 70% of the total number of tourists coming to Khanh Hoa each year.

Based on that reality, I conducted a survey of domestic tourists to assess their satisfaction with the tourist destination of Khanh Hoa province, from which I made recommendations to improve the satisfaction of domestic tourists with the destination of Khanh Hoa. Therefore, I chose the topic "Research on satisfaction


of domestic tourists to Khanh Hoa destination" as a research topic.


1.2. Research objectives


Determine the level of tourist satisfaction with Khanh Hoa destination.


Make recommendations to improve tourist satisfaction in Khanh Hoa.

1.3. Research object and scope


Research object: Study the satisfaction of domestic tourists who have traveled to Khanh Hoa at least once, aged 18 - 60 years old.

Research scope:

The study focused on domestic tourists visiting and staying at famous tourist destinations in Nha Trang city.

Research space


Within Nha Trang city area.


1.4. Research method

1.4.1. Research method

This study was conducted using both qualitative and quantitative methods.

a) Qualitative research

- Qualitative research is used in the preliminary research section.

- The research method used is expert interviews.

- Information collected from qualitative research is synthesized, statistically analyzed and compiled to build, adjust and supplement variables to measure the factors that evaluate the satisfaction of domestic tourists with the destination of Khanh Hoa.

b) Quantitative research

- Using direct information collection techniques by interviewing tourists (survey form) in Nha Trang city.


- The purpose of this study is to both screen observed variables and determine the components as well as the value and reliability of the scale of factors assessing domestic tourists' satisfaction with Khanh Hoa destination and test the theoretical model.

- Information collected from the survey will be processed using SPSS 16.0 software to measure the impact of factors on the satisfaction of domestic tourists to Khanh Hoa.

1.4.2. Information sources

The information and data used in this study are taken from two sources: secondary information sources and primary information sources.

a) Secondary information

The data sources used for the study were taken from newspapers, the internet and articles published in prestigious domestic magazines, legal documents, state decrees related to tourism, the General Statistics Office: about the Vietnamese tourism market, the Khanh Hoa tourism market. In addition, the author also collected some specific information about Khanh Hoa province to serve this study.

b) Primary information

Primary information used in this study was collected through a survey of tourists visiting Nha Trang - Khanh Hoa through the distribution of research questionnaires.

- Collection costs include the cost of printing and collecting questionnaires.

- Collection time is the period from selecting subjects to interviewing to collect information.

- Information quality is the value of the information and the reliability of the scale.

1.5. Significance of the research topic:

- For Khanh Hoa province: The study helps to indicate the level of satisfaction of domestic tourists when coming to Khanh Hoa, at the same time build a model to measure the satisfaction of domestic tourists with the destination of Khanh Hoa, clearly identify the components


components and the level of influence of those components on tourist satisfaction. Based on the research results, it will help managers have a basis to better understand the strengths and weaknesses in tourism services in Khanh Hoa province, thereby having measures to improve the quality of tourism services and the image of Khanh Hoa tourism. From there, Khanh Hoa province's tourism destinations will increase their competitive position in the future.

- For myself: Through the research process, the author will have an overview of the knowledge learned and at the same time consolidate that knowledge.

1.6. Overview of related studies and contributions of the thesis


Related research topics


Jone Tribe and Tim Snaith (1998) From SERVQUAL to HOLSAT: Holiday satisfaction in Varadero, Cuba, Tourism Management. Developed the HOLSAT model and used it to assess holiday satisfaction at the popular resort of Varadero, Cuba.

The HOLSAT model measures a tourist’s satisfaction with their holiday experience at a destination rather than a specific service. Furthermore, it does not use a fixed list of attributes common to all destinations but rather attributes are tailored to each specific destination as each tourist destination is unique. An important feature of the HOLSAT tool is that it takes into account both positive and negative attributes when describing the key characteristics of a destination. Thus, it is possible to identify a destination with a combination of both types of attributes.

The model is characterized by a questionnaire in which respondents are asked to rate their expectations of each holiday attribute (i.e. their impressions before the trip) and to rate their feelings or experiences on the same set of attributes following their holiday experiences (i.e. after the trip). A Likert scale (5 options) is used to score each attribute at both “expectations” and “feelings”. The difference in the mean scores between “expectations” and “feelings” for each attribute provides a quantitative measure of satisfaction.


of tourists. The research results can be used as a reference for studies conducting research on satisfaction with a destination.

Luu Thanh Duc Hai and Nguyen Hong Giang “Analysis of factors affecting tourist satisfaction when traveling to Kien Giang province ”, Science Journal 2011: 19b 85-96.

The objective of this study is to analyze the factors affecting tourist satisfaction with the quality of tourism services in Kien Giang. The data used in the study was collected from the survey results of 295 tourists. The data were processed using SPSS statistical software, tested the scale using Cronbach Alpha coefficient, exploratory factor analysis (EFA) model. The results show 5 groups of factors affecting tourist satisfaction including "accommodation facilities", "good means of transport", "tour guide attitude", "tour guide appearance" and "tourism infrastructure". In which, the factor "tour guide attitude" has the strongest impact on tourist satisfaction, followed by "tour guide appearance", "good means of transport", "tourism infrastructure", and finally "accommodation facilities". The results of the study can be used as a reference in establishing a research model for this thesis, and at the same time provide reference information in building a research scale.

Ministry-level scientific and industrial project, " Survey of foreign tourists' opinions on the strengths and weaknesses of Da Lat - Lam Dong tourism" project manager Truong Thi Ngoc Thuyen (implementation period 2009 - 2010).

In the eyes of foreign tourists, Da Lat is a destination that can attract visitors. Da Lat is often not the first choice when deciding to travel in Vietnam, but it is a favorite stopover during the trip. At the basic level of tourism service requirements such as sightseeing, sightseeing, and vacationing during a trip through many places with hot climates, a short stopover to change and restore health, Da Lat satisfies tourists. The Da Lat tourism brand and the Vietnamese tourism brand have a close relationship.

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