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Scale of Measuring Tourism Service Quality Factors



CHAPTER 4: RESEARCH RESULTS

In chapter 4, the author will present the official quantitative research results obtained from the analysis of data collected through a random survey of 250 samples. The chapter structure includes the following main parts: (1) Research sample and variable descriptive statistics, (2) Scale testing and factor analysis, (3) Regression analysis results and model testing, (4) Testing differences in tourist satisfaction by group.

4.1. Research sample and descriptive statistics of variables


4.1.1. Research sample

The total sample of the survey conducted in Ho Chi Minh City was 250 samples, the results obtained were 227 samples, 91% of the samples were suitable for research .

Table 4.1– Characteristics of survey sample


STT

Characteristic

Quantity

Ratio

1

Sex

Male

92

40.53%

Female

135

59.47%

2

Tourists

Domestic

206

90.75%

Overseas

21

9.25%


3


Age

<25 years old

105

46.26%

25- 35 years old

85

37.44%

36 – 50 years old

35

14.98%

Over 50 years old

3

1.32%


4


Income

<9 million

147

49.34%

9- 18 million

85

25.99%

>18 – 27 million

34

13.22%

Over 27 million

13

11.45%

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Scale of Measuring Tourism Service Quality Factors


Regarding gender: the survey results showed that 135 female tourists and 92 male tourists participated in the survey, reaching 59.47% and 40.53% respectively.

Regarding domestic tourists, there were 206 people and 21 foreign tourists participating in the survey, reaching the rates of 90.75% and 9.25% respectively.

Regarding the age of the research sample, the group of tourists under 25 years old has 105 people, reaching 46.26%, from 25 to 35 years old has 85 people, reaching 37.44%, from 36 to 50 years old has 34 people, reaching 14.98% and over 50 years old has 3 people, reaching 1.32%.

Regarding the income of the tourist group, there are 147 people with income under 9 million, accounting for 49.34%, from 9 to 18 million there are 53 people, accounting for 25.99%, from 18 to 27 million there are 14 people, accounting for 13.22% and 13 people with income over 27 million, accounting for 11.45%.

4.1.2. Descriptive statistics of variables


4.1.2.1. Independent variable

Table 4.2– Average values ​​of independent factors



Encryption


Number of samples


Medium

TC

227

3.8317

TC1

227

3.91

TC2

227

3.83

TC3

227

3.84

TC4

227

3.84

TC5

227

3.74

DU

227

3.9419

DU1

227

3.92

DU2

227

3.93


DU3

227

3.92

DU4

227

3.96

DU5

227

3.97

DU6

227

3.96

DC

227

3.5316

DC1

227

3.67

DC2

227

3.52

DC3

227

3.41

NLPV

227

3.1718

NLPV1

227

3.37

NLPV2

227

3.15

NLPV3

227

3.00

PTHH

227

3.9339

PTHH1

227

3.94

PTHH2

227

3.93

PTHH3

227

3.93

PTHH4

227

3.80

PTHH5

227

4.04

(Source: Author, 2017, data extracted from SPSS 16.0)


The service capacity factor (NLPV) has an average value of 3.1718, showing that tourists rate this factor below the average level. The evaluation indexes are all below the average satisfaction level, so to improve tourist satisfaction, it is necessary to improve the service quality of the components in this factor group even more.


The empathy factor (DC) has an average value of 3.5316, showing that tourists rate this factor only at a moderate level of satisfaction. In which, the DC3 component is rated the lowest at 3.42, below the average level of satisfaction and has a close relationship with the DC2 component which is rated at an average level of satisfaction at 3.52 and DC1 at 3.67.

The reliability factor (TC) is rated as quite good with an average of 3.8317. The average evaluation indexes are all at a fairly good level. However, to further improve tourist satisfaction, it is necessary to further improve the TC5 component.

The factors of responsiveness (DU) and tangibles (PTHH) have average evaluation indexes of 3.9457 and 3.9269 respectively. This shows that tourists feel satisfied with these two factors, the evaluation indexes are all at a high level. Therefore, to create absolute satisfaction for tourists, it is necessary to improve the quality of the components in the above factors.

4.1.2.2. Dependent variable

Table 4.3– Dependent factor mean values



Encryption


Number of samples


Medium

HL

227

3.6333

HL1

227

3.71

HL2

227

3.74

HL3

227

3.46

HL4

227

3.62

(Source: Author, 2017, data extracted from SPSS 16.0)


The satisfaction factor (HL) has an average value of 3.6333, showing that tourists rate the quality of tourism services at only a moderate level of satisfaction. In which the HL3 component has an index of


The lowest rating is below the average satisfaction level of 3.46, the other components are only rated at a moderate satisfaction level, the highest is only 3.71 in component HL1.

4.2. Scale validation and factor analysis


4.2.1. Results of scale reliability assessment

Results of reliability assessment of the scale of factors (see details in Appendix 5)

shows that the lowest Cronbach's Alpha coefficient of the scale is 0.648 and the highest is 0.839.


Table 4.4- Assessment of reliability of factor scales




Scale

Number of observed variables

Cronbach's Alpha Reliability

Correlation coefficient

variable – minimum sum

1

Trust (TC)

5

0.839

0.778

2

Response (DU)

6

0.794

0.446

3

Service Competency (NLPV)

3

0.837

0.664

4

Empathy (DC)

3

0.648

0.450

5

Tangible means (TME)

5

0.780

0.491

6

Satisfaction (HL)

4

0.739

0.408

(Source: Author, 2017, data extracted from SPSS 16.0)


The above Cronbach's Alpha analysis results show that all scales of the factors meet the requirement of being greater than 0.6. The variable-total correlation coefficients all have results greater than 0.4. Therefore, all factors meet the requirement of scale reliability to be included in the exploratory factor analysis (EFA) in the next step.



4.2.2. Results of factor analysis


4.2.2.1. Scale of measuring tourism service quality factors

Table 4.5– Results of KMO and Bartlett's Test


Kaiser-Meyer-Olkin Measure of Sampling Adequacy.

.861

Bartlett's Test of Sphericity

Approx. Chi-Square

1.798E3


df

231


Sig.

.000

(Source: Author, 2017, data extracted from SPSS 16.0)


The results of KMO and Bartlett's Test in factor analysis showed that the KMO coefficient reached 0.861 (0.5 < KMO < 1) and the significance level of Bartlett's Test was 0 (sig.<0.5). At the Eigenvalues ​​level of 1.397 > 1, factor analysis extracted 5 factors from 22 observed variables with the extracted variance coefficient reaching 60.099% > 50%, these 5 factors explained 60.099% of the variation of the variable.

Table 4.6 – EFA analysis results



Load factor


PTHH

TC

DU

NLPV

DC

TC1

.091

.660

.219

.092

-.151

TC2

.226

.727

.086

-.009

.099

TC3

.243

.729

.187

.094

-.034

TC4

.190

.723

.252

-.022

.097

TC5

.314

.752

.194

.078

.047

DU1

.163

.136

.722

.126

-.031

DU2

.038

.190

.761

.111

-.007

DU3

.196

.150

.705

-.026

.112

DU4

.093

.280

.588

-.031

-.051


DU5

.315

.093

.667

-.036

-.099

NLPV1

.160

-.012

-.013

.840

.005

NLPV2

.117

.160

.114

.845

-.033

NLPV3

.019

.033

.029

.879

-.064

DC1

-.030

.102

.025

.019

.752

DC2

.135

-.033

-.096

-.069

.764

DC3

-.022

-.041

.023

-.033

.783

PTHH1

.573

.390

.055

.149

-.013

PTHH2

.670

.215

.151

-.034

.006

PTHH3

.708

.146

.039

.014

.024

PTHH4

.776

.200

.164

.083

-.006

PTHH5

.604

.140

.186

.125

.028

DU6

.655

.119

.340

.151

.081

(Source: Author, 2017, data extracted from SPSS 16.0)


The results from Table 4.5 show that there are 5 factors formed from 22 observed variables, the factor loading of the observed variables is greater than 0.55, indicating that the exploratory factor analysis is appropriate. In summary, all observed variables meet the requirements for the next step of analysis.

4.2.2.2. Tourist satisfaction scale

Table 4.7– Results of factor analysis of satisfaction



Load factor


1

HL1

.782

HL2

.866

HL3

.724

HL4

.631


(Source: Author, 2017, data extracted from SPSS 16.0)


The analysis results show that the satisfaction scale includes 4 observed variables HL1, HL2, HL3, HL4, all of which have factor loading greater than 0.5, so these observed variables have an important influence on tourist satisfaction. The KMO test results are 0.72 > 0.6, Bartlett's Test has a significance level of 0.00 <0.5, Eigenvalues ​​= 2.283 > 1, and the extracted variance is 57.066%. Therefore, EFA analysis is suitable for the next step of analysis.

In summary, from the analysis results, we obtained 5 independent factors formed, keeping the original 5 factors, with 22 observed variables and dependent factors with 4 observed variables as follows:

- Dependent variable: Tourists' SHL on tourism service quality.


- Independent variables: 5 factors


Factor 1: Trust


* Accurate product and service information


* Political security and social order conditions


* Traffic safety


* Food safety


* Environmental sanitation


Factor 2: Responsiveness


* Diverse types of tourism services


* Special cultural activities, festivals, entertainment

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