Some Policy Implications for Developing Community Tourism in Con Son

tourists about the quality of tourism services at Con Son. Indeed, ensuring to show the capabilities of Con Son tourist attractions to serve tourists such as: professional attitude of tour guides and staff, security conditions, hygiene, ... Therefore, if tourist attractions have many capabilities to serve tourists, it will contribute to increasing tourist satisfaction.

Responsiveness is a factor that positively affects tourists' satisfaction with the quality of tourism services at Con Son. The impact coefficient is 0.250 and the significance level of 1% can be concluded that the more the tourist destination at Con Son meets tourists, the more tourists' satisfaction with the quality of services at Con Son will increase. Responsiveness shows the provision of tourism services by the tourist destination to tourists. If the tourist destination provides many services, tourists can choose suitable services to participate in tourism activities. On that basis, it helps customers like the tourist destination more, which also increases tourists' satisfaction.

Image factor is a factor that positively affects tourists' satisfaction with the quality of tourism services at Con Son. The impact coefficient is 0.179 and the significance level is 5%, it can be concluded that when the tourist destination at Con Son is more sympathetic to tourists, it will increase tourists' satisfaction with the quality of services at Con Son. Image shows the interest of the tourist destination to tourists, when the tourist destination is more interested in tourists, friendly local people will help tourists have more relaxing time when traveling to Con Son. This makes tourists' satisfaction increase if tourists get attention from the tourist destination.

The trust factor is a factor that positively affects tourists' satisfaction with the quality of tourism services at Con Son. The impact coefficient is 0.170 and the significance level is 5%, it can be concluded that when the tourist destination at Con Son increases tourists' trust, it will increase tourists' satisfaction with the quality of services at Con Son. In fact, if the tourist destination does not provide the services as introduced, there are many disputes with the tourist destination, the trip is meaningless. This not only makes tourists uncomfortable but also reduces tourists' satisfaction.

Summary of chapter 4, through the analysis of factors affecting tourists' satisfaction with the quality of community tourism services in Can Tho city, it shows that there are 5 factors affecting tourists' satisfaction with the quality of community tourism services in Can Tho city. The influencing factors include: tangible, assurance, responsiveness, image, and reliability. In which, tangible factor is the factor that affects tourists' satisfaction with the quality of community tourism services the most.

Chapter 5:

CONCLUSION AND POLICY IMPLICATIONS

5.1 Conclusion

The study has systematized the basic theoretical basis of community tourism services, satisfaction and factors affecting tourists' satisfaction with the quality of community tourism services. Based on this theoretical basis and domestic and foreign studies, the author built a research model to evaluate the factors affecting tourists' satisfaction with the quality of community tourism services in Can Tho city. The main objective of the study is to evaluate the factors affecting tourists' satisfaction with the quality of community tourism services in Can Tho city and point out the limitations of the quality of community tourism services in Can Tho city.

The survey results show that tourists' satisfaction with the quality of community tourism services in Can Tho city is affected by 5 factors. All 5 factors have a positive impact on tourists' satisfaction with the quality of community tourism services in Can Tho city, including: (1) Tangible, (2) Assurance, (3) Responsive, (4) Image, (5) Reliability. The standardized regression model of tourists' satisfaction with the quality of community tourism services in Can Tho city is drawn as:

HL = 3.254 + 0.276*VT + 0.164*DB + 0.250*DU + 0.179*HA + 0.170*TC + e i

In which, the regression model has an adjusted R2 coefficient = 54.2% with a significance level of less than 0.05, proving that the model's suitability to the data set is quite high, explaining 54.2% of the survey data set. All hypotheses are accepted.

In addition, through the analysis of household participation in tourism activities at Con Son, it is shown that tourism activities are still limited, and entertainment activities serving tourists do not have the characteristics that can be easily found at any other ecotourism destination. Moreover, tourist attractions at Con Son

There has not been any form of promotion for local tourism activities. In addition, households participating in local tourism activities still face difficulties that limit their ability to operate tourism activities such as: poor infrastructure, lack of additional capital for tourism activities, lack of labor, lack of connection between tourist destinations, etc.

On the other hand, the quality of tourism services in Con Son is measured through the Parasuramen scale, with 30 observed variables used to measure groups of factors such as: reliability, responsiveness, image, assurance and tangibles. The level of implementation of tourism service quality in Con Son is mostly low, lower than the level of importance of tourists to those criteria.

5.2 Some policy implications for developing community tourism in Con Son

5.2.1 Policy implications on tangibility

The government needs to have policies to improve the local transportation system. On the other hand, it is necessary to strengthen the protection when transporting tourists on the waterway system such as: providing life jackets, ensuring the safety of transportation equipment, etc.

It is necessary to develop homestay tourism, where tourists will live with the host and participate in daily activities with the locals. This stimulates tourists’ curiosity and exploration of the cultural characteristics of the Southern people. This is also an accommodation system worth developing and suitable for this type of tourism.

Tourist attractions need to be improved to suit the type of tourism such as: creating paths in the garden for tourists to easily access the garden; planting more ornamental trees to create a natural space for tourists to take pictures; building attics for tourists to eat, rest and relax.

It is necessary to promote the position of local traditional crafts, coordinate to form craft villages to attract tourists, create typical tourism products to attract tourists to Con Son. Moreover, it is necessary to form points to display, introduce and sell local traditional products to contribute to diversifying

The souvenir booth system creates attraction for tourists, forming a number of booths introducing craft villages operating in the locality,...

The appearance of human resources is also very important, so it is necessary to invest more in staff uniforms. On the one hand, it creates sympathy and professionalism in the eyes of tourists, on the other hand, it increases the promotion of tourist destinations.

Tourist destinations need to take advantage of their advantages to create unique tourism products. Moreover, tourist destinations should not provide tourists with the same entertainment. On the other hand, tourist destinations also need to create new entertainment to serve tourists. Localities need to proactively establish amateur music clubs and local folk culture performance teams to introduce the beauty of cultural identity at tourist destinations.

Table 5.1: Policy implications for tangibles

STT

Policy Suggestion Content
1	Improve the traffic system in Con Son, ensuring safety for in shipping
2	Developing accommodation system for tourists
3	Improve ecological garden, create beautiful natural space
4	Link with traditional craft households to organize tourism and create products typical handicraft products
5	Investing in tourism human resources
6	Develop entertainment services for tourists

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5.2.2 Policy implications on assurance

(Source: Author's proposal)

Improve human resource issues in local tourism activities. The government should contact Can Tho College of Culture and Arts to develop the quantity and quality of human resources. Ecotourism gardens need to be equipped with foreign languages to better serve foreign tourists. It is necessary to open training and education courses on community tourism for local tourism workers such as: tourism methods, attitudes towards guests, communication skills, guest reception skills, tourist explanation skills, serving guests in eating and resting, and professional skills in tourism activities.

Local authorities need to intervene and deal with those who affect the local tourism image.

The government needs to carry out campaigns to educate local people about environmental protection. Moreover, tourism businesses need to maintain hygiene in serving tourists.

The price of community tourism services must be commensurate with the services provided. The community tourism destination of Con Son can refer to the service price list of other tourist destinations. Compare with the cost of implementing the activity to build a reasonable price for tourism services.

Table 5.2: Policy recommendations on assurance

STT

Policy Suggestion Content
1	Training human resources for professional tourism
2	Strengthen local security
3	Ensure hygiene in all stages of tourist service
4	Build a price that matches the service provided

5.2.3 Policy implications on response

(Source: Author's proposal)

The government needs to contact the Faculty of Agriculture at Can Tho University to help tourist destinations diversify their crops, so that tourist destinations can serve tourists all year round, without the current seasonality.

The government needs to proactively encourage households with conditions to carry out tourism activities to participate in tourism development, contributing to the formation of many tourist attractions, attracting more tourists. Moreover, cooperation between households participating in tourism activities is still limited. Therefore, it is necessary to strengthen the connection between these households, to have a strong connection, it is necessary to establish a "Con Son Tourism Association". When the "Con Son Tourism Association" is established, it will contribute to increasing support in tourism activities among members. The government is an intermediary, contributing to helping tourist garden spots connect.

Table 5.3: Policy suggestions for response

STT

Policy Suggestion Content

Improve fruit orchards, diversify crops to serve

multi-time tourist

Strengthening the connection between tourism operators

(Source: Author's proposal)

5.2.4 Policy implications on image

Community tourism relies on the community to develop tourism sustainably. If just one component of the local community does not cooperate, it will negatively affect community tourism activities. Therefore, it is necessary to strengthen the connection between the community and local tourism activities. To do this, it is necessary to have the support of the government. The government needs to support and encourage households with conditions to participate in tourism activities. Households that do not have the conditions to participate directly in tourism activities can create conditions for them to participate indirectly by providing other supporting activities for local tourism. From here, tourism activities will increase community spirit.

In addition to providing tourists with tourism activities, tourist destinations also need to provide the right services that tourists want. Therefore, it is necessary to proactively learn, observe, and pay attention to the psychology of tourists such as their needs, interests, moods, and attitudes. Understanding the psychology of tourists will help a lot in serving tourists. Tourist destinations in Con Son must have cultural behavior, creating trust for tourists. Actively learn more about multinational cultures to understand the behavior of international visitors, from which appropriate behaviors can be developed to satisfy tourists.

Table 5.4: Image policy suggestions

STT

Policy Suggestion Content
1	Strengthening local community cooperation
2	Meet the needs of tourists

5.2.5 Policy implications on trust

(Source: Author's proposal)

Tourist attractions in Con Son must show their concern when customers encounter difficulties, must patiently listen and understand the problem to resolve it satisfactorily. Tourist attractions in Con Son must perform the service as promised to customers, provide full services as committed, information about the service on booking websites must be accurate, creating a sense of trust for customers.

Tourist attractions in Con Son must always have a positive attitude when receiving feedback from guests. Must calmly listen to guests' opinions and maintain a polite attitude even if they may give incorrect feedback. Explain thoroughly to guests about the problem they complain about. Provide reasonable solutions based on respecting guests' interests.

Table 5.5: Policy recommendations on trust

STT

Policy Suggestion Content

Strengthening the provision of information on tourist destinations and ensuring supply

Travel services as advertised

Avoid conflicts with tourists

(Source: Author's proposal)

5.3 Some limitations of the topic and future research directions

Besides the contributions to point out the factors affecting tourists' satisfaction with the quality of community tourism services in Can Tho city, this study also has certain limitations as follows:

Firstly: The research model has an adjusted R2 of 0.542, which means that 54.2% of the variation in tourist satisfaction with the quality of community tourism services in Can Tho city is explained by the variation of components such as: (1) Tangible, (2) Assurance, (3) Responsive, (4) Image, (5) Reliability. Thus, a large proportion of the variation in tourist satisfaction with the quality of community tourism services in Can Tho city has not been explained by the variation of these components and there are still many factors that need to be added to the model, which is also a further research direction for the topic.

Second: Due to limitations in time, budget, human resources, support tools, etc., the study was conducted through a convenient sampling method to survey and collect analytical data, so not many tourists were collected. The sampling scope was tourists at community tourism sites in Con Son, so the sampling was not highly representative. Sampling was conducted using a non-probability method (Convenience sampling method) with a small sample size (200 surveys), so subjective assessments of the survey groups could skew the research results. Therefore, further research can be conducted with a larger sample size, sampling by probability and stratifying subjects to increase the generalizability of the research.

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