A Model of Factors Affecting Domestic Tourist Satisfaction on Eco-Tourism Service Quality in the Mekong Delta, Vietnam

Abstract

The objective of the present study is to explore the factors affecting domestic tourists’ satisfaction with the quality of ecotourism services. Survey data collected from 457 visitors visiting Mekong Delta, Vietnam were analyzed to provide evidence. Results from multiple regression analysis using SPSS software have determined that Food and beverage Shopping & entertainment services, Perceived price, Nature destination landscape, Security and Safety, Transportation had positive associations with domestic travelers’ satisfaction. Besides, this research also showed that female tourists tend to be more satisfied than male tourists. The main findings of this study provide practical implications for travel agencies and tourism managers. It implies that they should improve these factors in order to maintain and enhance domestic tourist satisfaction with the quality of ecotourism services in Mekong Delta, Vietnam.

Domestic Tourist Satisfaction: Implications for “One Commune One Product” Eco-Tourism Development in the Mekong Delta of Vietnam

“…Gender of the tourist has the greatest coefficient in the model, which indicate that male eco-tourists have a higher level of satisfaction as compared to female eco-tourists. This result is not consistent with the previous finding of Giao et al (2021). However, other previous studies showed that male tourists hold a higher level of satisfaction (Suki, 2014;Wu et al, 2014).…”

“…This attribute has the second largest estimated coefficient, suggesting that it has a great impact on tourist satisfaction. This result was confirmed in the previous findings (Chi and Qu, 2008;Mai et al, 2019;Trang and Dang, 2019;Giao et al, 2021). For policy implications, this result suggests that the eco-tourism providers should pay more attention on upgrading their service facilities.…”

“…According to Parasuraman et al (1988), the satisfaction is the difference between expectations and experiences. Some previous studies also proved that the interaction between the perceived values and the expectations about tourism destinations reflects the tourist satisfaction (Kozak, 2001;Hau and Omar, 2014;Oliver, 2014;Trang and Dang, 2019;Giao et al, 2021).…”

“…Regarding the core characteristics of OCOP tourism, the study followed Decision 781/QĐ-TTg approved by Deputy Prime Minister Trinh Dinh Dung on 08/06/2020. The scales of tourist satisfaction were adapted from Mai et al (2019); Giao et al (2021). As mentioned in the conceptual framework, some socio-demographic variables such as age, gender, income, family size, educational level, were also evaluated to describe the tourist background and used in the regression as control variables.…”

“…infrastructure and facilities at eco-tourism destinations were still poor (Nhan, 2013;Uyen, 2018;Giao et al, 2021). Although there have been some studies that consider about the tourist satisfaction on the eco-tourism in Vietnam and in the Mekong Delta were conducted, these studies ignored the potentialities for the development of OCOP eco-tourism destinations, particularly the community development, environmental protection and social connection attributes (Epler, 2002;Nhan and Canh, 2011;Hai, 2012;Nhan, 2014;Tung, 2020;Giao et al, 2021). Thus, investigating the domestic tourist satisfaction is essential for improving and developing new OCOP standardized tourism destinations and taking advantages in terms natural conditions and diversified cultural values in the Mekong Delta.…”