Research on factors affecting the satisfaction of community-based tourism visitors in the Northwest region

- Quantitative data analysis: First, reliability analysis and factor analysis are used to measure the reliability and validity of the measures, thereby evaluating the measures, determining the reliability level and the influence of the factors. Then, bi-variate correlation analysis is performed to test the pairwise relationship of the variables. Finally, multiple regression analysis is performed to determine the relationship between independent variables, mediating variables and dependent variables. Data analysis is performed through statistical processing software (SPSS, AMOS) version 20.0 to check and correct inappropriate variables and scales when entering the research model that have defects such as: random error variance changes, multicollinearity, random error not normally distributed.

1.5 New contributions of the thesis

The thesis has made contributions both theoretically and practically, specifically as follows:

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In terms of theory : the research results have new or confirmed points.

Compared with the research works the author has known:

Firstly, community tourism is a tourism model that mainly relies on local people, traditional cultural values in the locality as well as unique and distinctive indigenous cultural features are the main factors that attract tourists to explore and learn about the locality. Therefore, the satisfaction of individual tourists is directly affected by the factor of "indigenous culture". Most of the studies that mention the factor of indigenous culture are foreign studies, and the indigenous culture of the Northwest region of Vietnam has many unique and different features, so applying the results of previous studies is inappropriate.

Second, according to the principle of tourism supply and demand, tourism demand arises when people's income increases, creating conditions for people to satisfy their individual needs, including tourism needs. As society becomes more modern, people tend to explore "unspoiled tourist destinations" rich in indigenous cultural traditions and majestic natural landscapes (community tourism) instead of luxurious and magnificent "tourist destinations". When tourism demand arises, the supply is gradually improved to meet the demand. Accordingly, the infrastructure at community tourism destinations is constantly improved, the cultural identity in each locality is preserved and restored, creating unique features to attract tourists. However, experts assess that although Vietnam has recognized the role of cultural factors in tourism development in general and community tourism in particular, it is still weak, tourism is associated with occupations

traditions, local characteristics have not been exploited. Therefore, to develop sustainable community tourism, attract tourists, localities must both "exploit" and "accumulate, build", that is, promote indigenous cultural elements, elements of local traditional occupations to satisfy community tourists, creating motivation for tourists to return in the next time. With the above principle of tourism supply and demand, it can be seen the role of the "indigenous culture" factor in the development of community tourism. Therefore, adding the "indigenous culture" factor in the study of community tourism development is very necessary and is a new contribution in the author's thesis topic.

Third, to measure the factor "Indigenous culture", the author added two measurement indicators: Typical handicraft products, strong identity and Unique traditional brocade products . Through discussions with experts, the author assessed that these are indicators that are characteristic and different for community tourism in the Northwest region. The above two indicators were also agreed by experts during the preliminary research and used in the official research of the thesis, with the results showing that the scales ensure reliability, suitable for combining with measurement indicators inherited from previous studies to measure indigenous cultural factors.

Fourth, previous studies have shown the impact of the “destination quality” factor on tourist satisfaction. However, in community tourism, local people are the main subjects providing products and services to tourists. Therefore, tourist satisfaction in community tourism is not only affected by the destination image factor but also by the totality of destination factors such as: Visiting environment, facilities, local culture, natural conditions, and tourism prices. This is the research result that has been shown when analyzing the research model.

Fifth, the author's research has expanded the different components of the demographic characteristics of tourists (gender, age, income, etc.). The determination of the research model of the thesis has selectively inherited the factors that make up the quality of tourist destinations and the attributes of indigenous culture. On the basis of synthesizing and inheriting published research models combined with discussing the opinions of experts researching the culture of community tourism in the Northwest region, the factors in the proposed model are highly representative and suitable for the characteristics of community tourism in the Northwest region.

In practical terms :

This study contributes to helping State management agencies such as the Department of Culture, Sports and Tourism, travel companies, tourism business people and the Northwest community know the feelings of community tourists.

about local community tourism products, know which factors customers are satisfied with and which factors they are not satisfied with so that they can have solutions to improve the quality of tourism services, maintain, preserve and promote cultural values to increase the attraction of community tourists in the Northwest region.

The study has proposed scientifically based, feasible and effective recommendations to improve the level of satisfaction of tourists when participating in community tourism in the Northwest region with the aim of developing community tourism in the Northwest region in the process of international integration of Vietnam. This study will contribute to supplement and provide a source of reference for future studies to enhance the image of community tourism in the Northwest region.

1.6 Structure of the thesis

In addition to the declaration, table of contents, list of abbreviations, list of tables, list of figures, list of works related to the thesis, list of references and appendices, the main content of the Thesis is structured to include 5 chapters:

Chapter 1: General introduction to the study.

Chapter 2: Research overview and theoretical basis. Chapter 3: Research methodology.

Chapter 4: Research results. Chapter 5: Recommendations.

Chapter 1 Summary

In Chapter 1, the author presents the reasons for choosing the research topic, summarizes the research objectives and tasks of the thesis. In addition, based on the scope of the research, the author presents the research object and limitations in terms of time and space. With the research objectives set out and on the basis of studying and evaluating previous research works, the author has summarized the expected contributions of the thesis in both theory and practice.

CHAPTER 2

RESEARCH OVERVIEW AND THEORETICAL BASIS

2.1 Overview of related studies

Community tourism was born in the early 80s of the 20th century, originating from: (1) On the demand side: The negative impacts of mass tourism such as pollution and destruction of the natural environment; cultural exchange and change at destinations; environmental pollution problems, social evils or conflicts between tourism organizations and businesses and local people; On the other hand, with the development of economy - culture - society, tourism needs are more diverse; discoveries are increasingly more culturally specific than before; (2) On the supply side, developing countries are increasingly more aware and create many natural - social infrastructure conditions that can meet the needs of community tourism development. Currently in the world and in Vietnam, there are a number of research projects on the relationship between culture and community tourism, its impact on tourist satisfaction specifically as follows:

2.1.1 Research on community tourism

Tourism in general, and community tourism in particular, plays an important role in economic growth, contributing to poverty reduction, preserving and promoting cultural heritage. This type of tourism has attracted the attention of many economists, managers and scientists around the world.

The authors Rojan Baniya, Unita Shrestha and Mandeep Karn (2018) conducted a study on community tourism in Nepal. The research results show that community tourism development plays an important role in poverty reduction, creating positive changes for individuals, communities and society. Tourists participating in community tourism often have better health, are satisfied with life and have better community engagement. Community tourism contributes to stimulating local economic development, raising awareness of preserving cultural heritage and traditions, contributing to preserving the beauty of local traditional culture, generating income, improving the material and spiritual life of local people, contributing to promoting local business and production activities. However, currently, community tourism development activities in Nepal still face many challenges due to the lack of appropriate mechanisms, lack of participation of local authorities, and asynchronous infrastructure systems. In general, the results

The research results have contributed to connecting tourism services with local communities, playing an important role in local economic development.

The study by Vikneswaran Nair and Amran Hamzah (2015) on community-based tourism was conducted using a case study approach based on lessons learned and practices in ten member economies of the Asia Pacific Economic Cooperation (APEC) Forum, namely Australia, Canada, China, Chinese Taipei, Indonesia, South Korea, Malaysia, New Zealand, the Philippines and Vietnam. Based on the analysis of ten specific cases, the study recommended nine solutions for developing and maintaining community-based tourism. These nine solutions are divided into two groups: developing community-based tourism and maintaining community-based tourism: the first four solutions are related to the development of community-based tourism initiatives and projects; the next five solutions are proposed to increase the sustainability of community-based tourism projects, helping projects develop and gradually move up the value chain. The proposed solutions are presented in detail and supported by development models from case studies. The study has demonstrated the long-term viability of community-based tourism and provided solutions for long-term development and maintenance. However, the study only approaches the aspect of state management, so it has not highlighted the behaviors of tourists when participating in community-based tourism.

Author Eylla Laire M. Gutierrez (2019) stated that tourism has been continuously developing in recent years as an important industry that generates economic growth and development in the Philippines. Closely associated with the success of tourism is the participation of the community around tourist destinations. Therefore, community-based tourism projects have emerged and developed, bringing great economic benefits to localities. In conducting the research, the author investigated and evaluated whether community-based tourism has achieved the goal of addressing the equitable distribution of benefits and not causing negative impacts on tourism development in the Philippines. The study specifically investigated community-based tourism destinations including: El Nido Resort, Bojo Aloguinsan Ecotourism Area and Kawit Heritage Tourism Area to understand how local communities participate in tourism destination development in the Philippines. The research results show that community tourism sites all have cultural values and have become unique tourism products. However, after many years of development, these tourist sites are no longer new, unique, and attractive to tourists. Many products at community tourism sites are in a period of decline, such as community accommodation services. Therefore, at the research community tourism sites, tourism has not played a good role as a tool to preserve and develop local cultural values.

The authors Tomás López-Guzmán, Sandra Sánchez-Cadizares and Victor Pavón (2011) assert that community-based tourism is gaining the attention of tourists and is gradually replacing mass tourism. This type of tourism helps increase the connection with the local community and brings different experiences to tourists. In their research, the authors conducted a survey in El Salvador to survey the opinions of local people on ways to satisfy tourists through: hospitality, ecological resources, infrastructure, facilities, etc. The research results showed that the local community has recognized the importance of community tourism in economic development, creating jobs and increasing income for local people, however, the lack of skills to serve tourists of the people somewhat affects the development of community tourism in the locality.

Sue Beeton (2006) has provided a basic theoretical system on tourism and issues related to community engagement in tourism development at local levels. First, the author analyzed the development of local communities through the effective combination of community planning, business planning and tourism planning. The author also provided valid theories on community-based tourism and business activities to move from strategic planning to empowering people to create conditions for them to participate in community tourism activities. The study is a necessary document for studies on community tourism, however, the study focuses more on the process of forming tourism projects without highlighting solutions to maintain community tourism development.

The authors Tosun, C. and Timothy, D. (2013) have proposed a standard model for planning and forming community tourism projects through the combination of three issues: Planning - Growth - Collaboration (abbreviated as "PIC" Planning, Incremental, Collaborative). However, the authors also emphasized that this model is not intended to replace traditional planning methods but should only be applied in a macro context to help planning steps take place in a reasonable and comprehensive manner. In addition, the authors also affirmed that the principles of the model will be more effective when community members are allowed and encouraged to participate in tourism development planning, members have close ties, especially needing support from local authorities where community tourism resources are available.

The group of authors Shalini Singh, Dallen J. Timothy and Ross K. Dowling (2009) mentioned the impacts of tourism activities on three aspects of tourist destinations including: natural environment, socio-cultural and economic, in which presented

The relationship between tourism and the local community where tourism resources are located - the concept of community-based tourism has been specified in this study. In addition, from the study, the authors also emphasized the impacts of tourism on the local community, thereby pointing out the opportunities and challenges for the community in tourism development. Based on the positive and negative impacts of tourism, the topic builds a questionnaire to survey local people to understand their awareness and their level of support for the development of community-based tourism in the locality.

Author Rocharungsat Pimrawee (2015) found different perspectives of participants in community tourism activities based on stakeholder theory and social representation theory to develop community tourism more successfully in the future. The author emphasized that planning for community tourism development with orientation and long-term is not simple, the biggest challenge comes from the community where tourism resources are located, these are conflicts arising within the local community or with outside members. Therefore, the author proposed that to maintain and develop community tourism, the support of local authorities and appropriate policy mechanisms are needed.

Author Sotear Ellis (2011) argues that sustainable tourism development through community-based tourism is often challenged by the perception of stakeholders. The theoretical understanding of stakeholders about community-based tourism is influenced by the understanding and interpretation of the majority of researchers, including the myriad of concepts and terms in academic literature. The author studies two main stakeholder groups in the practical implementation of community-based tourism in Cambodia, including the internal group (Internal: NGOs, Supranational agencies, Acamendia, Government (national), Industry (global)) and the external group (External: NGOs (onsite), Tourists (onsite), Industry (local), Community, Government (local)); The perception of community tourism by the outside group causes theoretical challenges while the inside group causes practical challenges because it depends on the unique characteristics of natural conditions as well as cultural identity of each community. From the challenges through the study, the author draws out the impacts of the two groups related to community tourism and proposes a suitable model to implement community tourism through overcoming the above mentioned challenges.

Commonwealth of Australia (1991) believes that community tourism is a great driving force for economic growth and brings cultural and social benefits to the community. However, community tourism is affected by many factors, the most influential of which are the indigenous culture and customs of the tourist destination. Therefore,

Research on factors affecting the satisfaction of community-based tourism visitors in the Northwest region - 3

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