Tourists’ Satisfaction towards Bao Loc City, Vietnam

Journal of Asian Finance, Economics and Business, 7(7), 269-277, 2020

10 Pages Posted: 29 Sep 2020

See all articles by Ha Nam Khanh Giao

Ha Nam Khanh Giao

Independent

Tran Dieu Hang

affiliation not provided to SSRN

Le Thai Son

affiliation not provided to SSRN

Dinh Kiem

affiliation not provided to SSRN

Bui Nhat Vuong

Vietnam Aviation Academy

Date Written: August 13, 2020

Abstract

Bao Loc City is the new tourism destination in Lam Dong province, Vietnam, where more and more tourists have been drawn to pay a visit. This study aims to test the correlative impact of tourism service quality factors on satisfaction of the tourists who have visited Bao Loc City. The key theory used in this study is SERVQUAL scale. The survey sample consists of 350 tourists who stayed overnight in Bao Loc City in the last quarter of 2019; 315 valid survey questionnaires could be used for the analysis. The research applied Cronbach’s Alpha, exploratory factor analysis (EFA), confirmatory factor analysis (CFA), structural equation modeling (SEM), and bootstrap test. The results show that the satisfaction of the tourists who have visited Bao Loc City has been affected statistically by three factors: (1) Responsiveness; (2) Reliability; and (3) Empathy, which were ranked by descending importance. Surprisingly, the research found that Tangibles and Assurance do not have an impact on tourists’ satisfaction towards Bao Loc City. The research formulates some suggestions to the city policy-makers and the tourism businesses management in Bao Loc City in order to enhance tourists’ satisfaction through improving the tourism service quality at Bao Loc City.

Keywords: Bao Loc City, Service Quality, Structural Equation Modelling (SEM), Tourists’ Satisfaction, Vietnam

JEL Classification: C12, C83, L83, Z32

Suggested Citation

Giao, Ha Nam Khanh and Hang, Tran Dieu and Son, Le Thai and Kiem, Dinh and Vuong, Bui Nhat, Tourists’ Satisfaction towards Bao Loc City, Vietnam (August 13, 2020). Journal of Asian Finance, Economics and Business, 7(7), 269-277, 2020, Available at SSRN: https://ssrn.com/abstract=3672879

Ha Nam Khanh Giao

Independent

Tran Dieu Hang

affiliation not provided to SSRN

Le Thai Son

affiliation not provided to SSRN

Dinh Kiem

affiliation not provided to SSRN

Bui Nhat Vuong (Contact Author)

Vietnam Aviation Academy ( email )

104 Nguyen Van Troi
Ward 8, District Phu Nhuan
Ho Chi Minh, HCM 700000
Vietnam

HOME PAGE: http://https://orcid.org/0000-0002-1127-2824

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