Thông tin tài liệu
TOURIST SATISFACTION: ANTECEDENTS AND CONSEQUENCES
A STUDY OF PACKAGE TOURS AT NINHTHUAN
In Partial Fulfillment of the Requirements of the Degree of
MASTER OF BUSINESS ADMINISTRATION
In Marketing major
By
Ms. Le Chi Nga
Advisor: Assoc. Prof. Le Nguyen Hau
ID MBA03022
International University - Vietnam National University HCMC
August 2014
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TOURIST SATISFACTION: ANTECEDENTS AND CONSEQUENCES
A CASE STUDY OF PACKAGE TOURS AT NINHTHUAN
In Partial Fulfillment of the Requirements of the Degree of
MASTER OF BUSINESS ADMINISTRATION
In Marketing major
by
Le Chi Nga
ID: MBA 03022
International University - Vietnam National University HCMC
August 2014
Under the guidance and approval of the committee, and approved by all its members, this
thesis has been accepted in partial fulfillment of the requirements for the degree.
APPROVED BY: COMMITTEE,
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ACKNOWLEDGEMENT
To complete this thesis, first and foremost, I would like to express my deep and
sincere gratitude to my advisor, Assoc. Prof. Le Nguyen Hau for his enthusiasm, dedication,
support and guidance throughout my thesis. I really appreciate the invaluable advice that he
has given to me.
My greatest thanks go to my dear parents for always by my side and encouraging me.
They have given me unconditional love and support throughout my life. To my mom and
dad, I love you and hope I could make you proud.
Last but not least, I wish to give a special thank to my friends and other people who
helped and supported me during conducting this thesis.
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Plagiarism Statements
I would like to declare that, apart from the acknowledged references, this thesis either
does not use language, ideas, or other original material from anyone; or has not been
previously submitted to any other educational and research programs or institutions. I fully
understand that any writings in this thesis contradicted to the above statement will
automatically lead to the rejection from the MBA program at the International University –
Vietnam National University Hochiminh City.
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Copyright Statement
This copy of the thesis has been supplied on condition that anyone who consults it is
understood to recognize that its copyright rests with its author and that no quotation from the
thesis and no information derived from it may be published without the author’s prior
consent.
© Le Chi Nga/ MBA03022/2014
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Table of Contents
ACKNOWLEDGEMENT ....................................................................................................... v
Copyright Statement ..............................................................................................................vii
Chapter I - Introduction .................................................................................................... 13
1. Introduction .................................................................................................................... 13
2. Objectives........................................................................................................................ 15
3. Practical significance ..................................................................................................... 15
4. Scope of the research ..................................................................................................... 15
Chapter II – Literature review and research model....................................................... 17
2.1. Literature review ........................................................................................................ 17
2.1.1. Tuorism industry ................................................................................................. 17
2.1.2. Tourist satisfaction to package tours and its antecedents ................................ 19
2.1.3. Customer loyalty .................................................................................................. 26
2.1.4. Customer satisfaction and relationship with customer’s decision to return/
loyalty .............................................................................................................................. 26
2.1.5. The indepth interviews ........................................................................................ 27
2.2. Research model ........................................................................................................... 29
2.3. Research hypotheses .................................................................................................... 30
2.4. Summary ...................................................................................................................... 30
3.1. Introduction ................................................................................................................. 31
3.2. The process of the reseach .......................................................................................... 31
3.3. Research design ........................................................................................................... 33
3.3.1. Sample ................................................................................................................... 33
3.3.2. Measurement scale .............................................................................................. 33
3.3.3. Questionnaire ....................................................................................................... 34
3.4. Pilot testing .................................................................................................................. 36
3.5. Data collection ............................................................................................................. 36
3.5.1. Data sources .......................................................................................................... 36
3.5.2. Data collection methods ....................................................................................... 37
3.6. Data analysis ................................................................................................................ 38
Chapter 4 – Research Results ............................................................................................... 41
4.1. Introduction ................................................................................................................. 41
4.2. Tourists’ demographics and travel patterns ............................................................ 41
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4.3. Descriptive statistics.................................................................................................... 44
4. 3. Reliability test ............................................................................................................. 50
4.5. Hypothesis testing ....................................................................................................... 62
4.6. Results of Hypotheses testing ..................................................................................... 67
Chapter V – Conclusions and Recommendations ............................................................... 69
5.1. Conclussion .................................................................................................................. 69
5.2. Recommendations ....................................................................................................... 71
5.3. Limitations and direction for the future research ................................................... 73
APPENDIX A ......................................................................................................................... 76
VIETNAMESE VERSION ..................................................................................................... 76
Phần 1: Thông tin chung ....................................................................................................... 76
ENGLISH VERSION ............................................................................................................. 80
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Table of Figure
Figure 2.1: Research model .................................................................................................... 29
Figure 3.1 : The reseach process .............................................................................................. 32
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Table of Tables
Table 3.1: Measurement scale ............................................................................... 33
Table 4.1: Tourists’ characteristics ...................................................................... 42
Table 4.2: Tourists’ travel patterns ...................................................................... 44
Table 4.3: Descriptive Statistics of Accommodation .......................................... 45
Table 4.4: Descriptive Statistics of Restaurant ................................................... 46
Table 4.5: Descriptive Statistics of Transportation ............................................ 46
Table 4.6: Descriptive Statistics of Local people ................................................. 47
Table 4.7: Descriptive Statistics of Optional tour ............................................... 47
Table 4.8: Descriptive Statistics of Shopping activities ...................................... 48
Table 4.9: Descriptive Statistics of Tour leader .................................................. 48
Table 4.10: Descriptive Statistics of Overall satisfaction ................................... 49
Table 4.11: Descriptive Statistics of Tourists’ loyalty ........................................ 49
Table 4.12: Reliability test of Acommodation .................................................... 50
Table 4.13: Reliability test of Restaurant ........................................................... 51
Table 4.14: Reliability test of Local people......................................................... 52
Table 4.15: Reliability test of Shopping activities .............................................. 53
Table 4.16: Reliability re - test of Shopping activities ....................................... 53
Table 4.17: Reliability test of Option Tour......................................................... 54
Table 4.19: Re-test for Transportation reliability ............................................. 56
Table 4.20: Reliability test of Tourists’ satisfaction .......................................... 57
Table 4.21: Reliability test of Tourists’ Loyalty................................................. 58
Table 4.22: Re-test for Tourists’ Loyalty............................................................. 58
Table 4. 23: KMO and Bartlett's Test.................................................................. 59
Table4.24: KMO and Bartlett's Test.................................................................... 60
Table 4.25: Rename factors................................................................................... 61
Table 4. 26: Correlationsa ..................................................................................... 63
Table 4.27: Model Summaryb ............................................................................... 64
Table 4.28: ANOVAb ............................................................................................. 64
Table 4.29: Coefficientsa ........................................................................................ 65
Table 4.30: Model Summaryb ............................................................................... 66
Table 4.31: ANOVAb ............................................................................................. 66
Table 4.32: Coefficientsa for HL and TT ............................................................. 67
Table 4.33: Results of Hypotheses testing ............................................................ 68
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Abstract
Tourists’satisfaction is the most important thing in tourism industry, and Package
tours are the most choosen type for traveling of tourists in Vietnam. This research identify
factors influencing tourist satisfaction to package tour services at NinhThuan destination and
investigate the impact of tourist satisfaction to NinhThuan package tour on intention to
return. The research proposed a model includes factors of package tours such as: Quality of
Acommodation, transportation, restaurant, shopping activities, optional tours, local people,
and tourists’ satisfaction, tourists’ loyalty. The main results indicate that Quality of
Acommodation, transportation, shopping activities, local people, have a posity effect on
tourist’ satisfaction. Factors as Quality of Optional tour, and Quality of restaurant service are
not get the supporting from the test result in having possitive effect on tourists’satisfaction.
For the factor of Professionalism of tour leader, the relationship between this factor and
tourists’satisfaction is not clear. Tourists’ satisfaction has a strong relationship with tourists’
loyalty.
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Chapter I - Introduction
The goal of the introduction part is to give the reader a short introduction to the topic.
In this section the goals and the structure of the research are introduced. Also, there is a short
description of the case of NinhThuan tourism.
1. Introduction
Tourism is the largest industry on earth. Many countries see tourism as an important
source of new income and foreign exchange, a way to create incentives for local populations
to conserve their environment and cultural heritage, and a means to include new
socioeconomic groups in the benefits of economic growth (J. Edward Taylor, 2010).
Particularly, developing tourist industry is desirable for all countries because it will benefit
not only the industry itself, but also generate a strong flow-through effect in other sectors
such as retail, transportation, and construction (Hui et al., 2007). In tourism activities, the
provision of package tour programs is one of important activities for destination marketing.
According to a report of Vietnam National Administration of Tourism in 2011, in Vietnam,
there were 60% tourists chose package tours for their tours.
Customer satisfaction is the most important thing in tourism industry. Today
competition between travel companies is growing all the time and that is why good service
and customer satisfaction are becoming more and more important. Customer satisfaction has
a positive effect on an organization’s profitability. The more customers are satisfied with
products or services offered, the more are chances for any successful business as customer
satisfaction leads to repeat purchase, brand loyalty, and positive word of mouth marketing. In
the recent decade, decision makers in the tourist industry have been trying to increase the
level of tourist satisfaction in different manners. Consequently, the tourist satisfaction is
viewed as an important research topic by both practitioners and academics (Xia et al., 2009).
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Customer satisfaction leads to repeat purchases, loyalty and to customer retention (Zairi,
2000).
Given the importance of customer satisfaction in the tourist industry, the concern of
tourist marketers is to identify the determinants of tourist’s satisfaction. This is the focus of
this study
About Ninh Thuan tourism,
Ninh Thuan, located in the southern part of Vietnam Central Coastal region, borders
Khanh Hoa in the north, Binh Thuan in the south, Lam Dong in the west, East sea in the East.
Ninh Thuan is a picture of the harmony between the plains, mountains and sea, located
in the national tourism clusters of the triangle Da Lat - Nha Trang - Phan Rang. Ninh Thuan
has Nui Chua National Park and many beautiful landscapes such as Ninh Chu beach, Cà Ná
beach, Ngoạn Mục – spectacular - mountain pass, Đa Nhim hydropower and precious
historical relics are the Cham towers: Poklong Garai, Porome, Hoa Lai, ... are mostly intact.
Vinh Hy Bay, one of the four most beautiful bays in Vietnam, by clear blue water, rocky
mountain and the gorgeous coral reefs. Along with the Chapher falls- one of the highest
warterfall in VN, and the Nại swamp,etc…Ninh Thuận completely qualified to become an
attractive destination in the region and on the national scale.
The huge tourism potential along with the package tour services to Ninh Thuan of
travel agencies has launched in several years, but the results have not been as expected. As a
report of NinhThuan department of cultural, sport and tourism show that tunover from
tourism of NinhThuan in 2011 stay at only 330 billion VND, equivalent to 2,85% of the
GDP. This is a very small number in relation with its potentials. The number of tourists has
returned to Ninhthuan is also very small. Consider with the figure of KhanhHoa - a province
has the same conditions with NinhThuan, in 2005, the tunover from tourism was 643,738
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billion VND equivalent to 40.95% GDP. This showed a very long distance between the two
provinces have same conditions.
This situation gave managers the following questions: whether tourism programs and
the package tour programs to Ninh Thuan have satisfied the customers or not? What factors
that custommers expect from tour programs in general and tour programs to NinhThuan in
particular? What are factors that effect tourist satisfaction to Ninhthuan package tour (NPT)
services?
2. Objectives
Based on the above situation, this study is to:
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To identify factors influencing tourist satisfaction to package tour services at
NinhThuan destination.
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To investigate the impact of tourist satisfaction to NinhThuan package tour on
intention to return.
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To draw managerial implications for maketers.
3. Practical significance
The results and findings will provide extra information concerning customers’ needs,
wants and their satisfaction to domestic package tours and Ninhthuan packake tours. Based
on that, travel agencies could have programs and strategies appropriate to their customers.
4. Scope of the research
The primary data will be collected via about 300 questionare sets from respondents
that live and work in HCMC or tourists are on their tours at NinhThuan who used domestic
package tour service and used Ninhthuan package tour service at least one time.
The secondary data will be collected from 2008-2013.
The research will be conducted from January 2014 to August 2014.
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5. The structure of the research
The research is divided into five sections as follow:
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Chapter 1- Introduction: give the overview about Problem statement, objectives,
scope, Practical meaning of the research.
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Chapter 2- Literature review: present theories relative to the study.
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Chapter 3- Research Methodology
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Chapter 4- Present analyzing collected data, the resuls.
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Chapter 5- Conclusions and recommendations.
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Chapter II – Literature review and research model
This section will present theories about tuorism industry in general, package tours,
tourist satisfaction. Previous studies of determinants of tourist satisfaction and intention to
return specifically or loyalty in general are also reviewed. The Model will be showed.
First, this chapter presents difinitions of tourism industry and package tour, why
package tours were chosen the most by tourists.
Second, previous studies about tourist satisfaction will be showed in this chapter.
The last part in this chapter aim to build the research model which be presented base
on the previous theories.
2.1. Literature review
2.1.1. Tuorism industry
2.1.1.1. Tourism
Tourism is traveling to and staying in places outside their usual environment for not
more than one consecutive year for leisure, business and other purposes (World Tourism
Organization. 1995. p. 10. Retrieved 26 March 2009).
Tourism is travel for recreational, leisure, or business purposes. Tourism is an activity
essential to the life of nations because of its direct effects on the social, cultural, educational,
and economic sectors of national societies and on their international relations.
2.1.1.2. Tourist
A person who is supposed to leave his/her hometown (permanent placae) on
temproray, basis fort he purpose of seaking new experiences, having fun & entertaining,
doing sports, seeing cultural & historical places (attractives) etc. On the condition that she/he
should stay no less than 1 day and no longer than 12 months, make use of a tourist facility for
accomodation and spend her/his own Money trough their holiday.
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Tourist means a person who travels for either tourism or for other purposes combined
with tourism, except for those who go to study, work or practice their professions to get paid
at the places of destination. (Vietnam law on tourism, 2005).
2.1.1.3. Tourism activity
Tourism activity means activities of tourists, organizations and individuals doing
tourism business, local communities, agencies, organizations and individuals engaged in
tourism-related activities (Vietnam law on tourism 2005).
2.1.1.4. Toursim business lines
Toursim business is supply tourism services as transportation, accommodation,
entertainment, leisure, and other services aim to meet tourists’needs in a tour.
Tourism business is a trade in services, including the following lines:
Travel business; Tourist accommodation business; Tourist transportation business; Business
in development of tourist resorts or tourist spots; and, Business in other tourist services
(Vietnam law on tourism, 2005).
2.1.1.5. Package tour
Package tour: a combination of several travel components provided by different
suppliers, which are sold to the consumer as a single product at a single price.
A planned tour in which one fee is charged for all expenses. A complete trip, usually
including fare, accommodation, meals, ground transport, tour guides, taxes, etc., in one all
inclusive price.
According to page ACS.edu, Package tours can be further broken down into specific
tour types. Tours available range from Special-interest tours, Adventure tours, City or
Regional tours, Group tours and Fully Escorted tours.
Classification of package tour is based on:
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purpose of the journey: honeymoon tours, eco- tour, tours for shopping, culture
tours, etc.
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price of package tour: cheap tour, high-class tour, ect.
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duration of tour: weekend tour, short-day tour, multi-day tour, ect.
2.1.1.5.1. Package tour’ advantages which help it become the most (kind of tour)
chosen by tourists
To ACS.edu, when choose a package tour, this will help tourists in cost saving and
budgeting - the price of a trip when organised as a package is generally less as travel agencies
bulk buy their package deals and therefore can sell the tours at a lower and more competitive
rate. Also, as the tour often includes all meals or trips for example, this reduces any
uncertainty about the additional costs and allows the consumer to budget properly for costs
associated with their travel.
Buying a package tour means that if something goes wrong, someone else is there to
solve the problem.
Using a package tour is the most convenient way to arranging a vacation or tour. The
travel agency deals with all the arrangements relating to airlines, hotels, transfers directly
through the tour provider. This saves the consumer the effort and the time of contacting each
company/service individually.
2.1.1.6. Tourist accommodation means an establishment which rents rooms and beds
and provides other related services for guests, of which hotels constitute a major form. (VN
law on tourism.)
2.1.2. Tourist satisfaction to package tours and its antecedents
2.1.2.1. Tourist satisfaction
“Satisfaction is an overall customer attitude towards a service provider, or an
emotional reaction to the difference between what customers anticipate and what they
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receive, regarding the fulfillment of some needs, goals or desire” (Hansemark and Albinson,
2004) .
According to Danaher & Haddrell (1996) and Som & Badarneh ( 2011) Satisfaction
also has been a central subject of tourist’s behaviour. Measuring satisfaction in postconsumption moments aims at providing feedback from a current customer to push
managers towards service improvement.
Many studies about tourist satisfaction recognized that satisfaction have positive
effect on destination selection decisions. And, how important tourist satisfaction to loyalty,
we can find that in An Examination of the Effects of Motivation and Satisfaction on
Destination Loyalty: A Structural Model of Yoon and Uysal (2005), Dimensions of Tourist
Satisfaction with a Destination Area of Pizam, Neumann and Reichel (1978), Tourist
satisfaction: A view from a mixed international guided package tour of Bowie & Chang
(2005), Senior Tourists’ Purchasing Decisions in Group Package Tour (Wang, 2007).
2.1.2.2. Antecedents of tourist satisfaction to package tour
Tourist satisfaction (Kozak & Rimmington, 2000) is an important facet influencing
directly to a success of the destination marketing because it impacts the choice of destination,
the consumption of goods and services, and the decision to return.
In general, tourist satisfaction is based on many factors such as tourist expectations,
destination immage, perceived quality and perceived value. It is also closely related with the
tourists’ post- purchase behavior (tourist’complain and loyalty) (Xiah, 2009).
According to Pizam, Neumann, and Reichel (1978) it is important to measure
consumer satisfaction with each attribute of the destination, because consumer
dis/satisfaction with one of the attributes leads to dis/satisfaction with the overall destination.
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To Rust, Zahorik, and Keininghan (1993) the relative importance of each attribute to
the overall impression should be investigated because dis/satisfaction can be the result of
evaluating various positive and negative experiences.
Satisfaction is thus a multi-faceted concept and is even more complex when the focus
is on a destination rather than an individual service provider. In the case of destinations,
satisfaction is assessed by reference to the many individual aspects of the holiday encounter,
including the services and facilities used. In this way, both a measure of overall satisfaction
and a diagnostic evaluation of those aspects of the holiday responsible for satisfaction may be
obtained (Thuy Huong Truong and David Foster, 2006).
To tourist satisfaction of package tour, Package tour is different from the other kind of
tours, it’s a package of all services for a tour aim to meet tourist’ needs. It includes services
as transportation, accommodation, meals, shopping, tour leader/ tour guide, and optional tour,
all in a package at a fixed price. So, to find out factors of a package tour impact to tourist’
satisfaction follow the objectives and context of this research we should begin with these
service factors.
Rittichainuwat, Qu, and Mongkhonvanit (2006) studied the collective impacts of a
bundle of travel determinants on repeat visitation to Thailand and determined tourist
satisfaction attributes in the categories of shopping, restaurants, hotels, transportation,
attractions, environment, and local residents’ attitudes.
Qu and Li (1997) in The characteristics and satisfaction of mainland Chinese visitors to
Hong Kong. The characteristics in the category of visitor satisfaction included shopping, restaurants,
hotels, transportation, attractions, environment and people's behavior.
According to Wang et al. (2006), David Bowie and Jui Chi Chang (2005), influencing
factors of tourist satisfaction to package tours are: Accommodation service, transportation
service, shopping activities, restaurant, tour leader and optional tours.
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Also according to the research results from Wang et al. 2006, the sector of scenic
spots was ultimately eliminated. The information of scenic spots will be provided by tour
agencies through brochures and advertisements on TV, newspaper, magazine, internet. It will
also be found on internet through search engine by customers. So, the detailed information
about scenic spots that the group package tour (GPT) tourists could obtain before the GPT
begins could possibly reduce the perception of service deviation and failure. Therefore, the
sector of scenic has more transparency than other sectors of group package tours such as
optional tour, shopping, or transportation.
Also follow the above study, “Compare to other GPT sectors, the scenic spots sector
in GPT seems to have the lowest extent of ambiguity and the highest extent of clarity and
guarantee. Although the removal of the scenic spots sector may be somewhat unexpected, it
seems consistent with what this present study has found in the qualitative stage, that the
problems of the scenic spot sector were the least-mentioned GPT sector (only 7%) in the
three focus groups”.
Accommodation service:
This is one of elements that tourists concern the most when decide to chose a tour.
Accommodation service provides rooms, beds and provides other related services for guests,
of which hotels constitute a major form. As tourist move from their homes to other places
they would need a place to rest after the tiring activities of the day in that particular
destination, accommodation is important in many ways in the tourism industry. Tourist is
not only pay attention to the physical facilities of the accommodation but also interested in
the additional services as service attitude, the security, ect.
So, the better in meeting
tourists’ needs at accommodation services, the higher in geeting tourist satisfaction.
Through the sudy of Examining international tourists’ satisfaction with Hanoi tourism
in 2013 conducted by Vietnam national administration of tourism showed that factors as
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accommodation services, friendliness of local people, ect have possitive effects on tourist
satisfaction at destination.
H1: Accommodation quality has positive effect on tourist satisfaction.
Local people’ attitude
Impressions of tourists about the local resident’ attitude as friendliness, hospitality,
smile, friendliness of local shopkepper, local people don’t discriminate against tourists (don’t
have activities like forcing tourists, raising prices, or tourist scams), ect. these attitudes will
help tourist to feel comfortable and satisfied.
In “An evaluation on the attitudes of residents in Georgetown towards the impacts of
tourism development”, (Lim poh Ling et. al, 2011) concluded that the positive impact that
resident perceived has a positive relationship with their support level toward tourism
development.
In the labour intensive tourism industry; tourism businesses, local people, visitors
receiving service and employees are in a bilateral communication and so the communication
between these individuals plays a very important role in visitor satisfaction (Tavmergen and
Meriç, 2002).
H2: Attitude of local people has positive effect on tourist satisfaction.
Restaurant
Restaurant is a place where provides food and beverage for tourists at destinations.
Food has always been a central part of the travel experience, offering not only interesting new
flavours but also an insight into the customs and traditions of a place. Therefor, a restaurant
that gives satisfaction to tourists will contribute significantly to the success of the tour.
Kevin, Metin and Joffrey (2000) in the role of food service in tourist satisfaction
proved that food service is an important contributor to tourist satisfaction.
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According to the World Food Travel Association, which holds a summit in
Gothenburg, Sweden, September - 2013, eating out is the number one leisure activity for
many travellers.
According to Kastenholz et al., (1999), Gyimothy et al., (2000) ; Joppe et al., (2001)
Gastronomy ranked among the most important attributes of a destination for rural and city
tourists.
H3: Restaurant quality has positive effect on tourist satisfaction.
Shopping activities and optional tours
Shopping can be both an attraction and a basic facility which tourists will expect at a
destination. This can include souvenir shopping or purchasing basic necessities such as
shampoo. Products which identify with a destination are always popular. Shopping is a
common and preferred tourist activity in many destinations (Timothy & Butler, 1995).
Optional tour:
When offer a package tour, tour agencies are not only offer a particular tour programe
but also offer many options with attractions, accommodation, restaurant, transportation
means, ect at a appropriate cost. These do not automatically include but are offered at the
star of the tour designed to enhance tourist’ travel experiences, and help tourists can choose a
tour programe suit their needs. So, giving an attractive optional tour will help to satify
tourists.
In statistics from 1980-2004 of the Travel Quality Assurance Asociation
R.O.C.(2004) revealed that of the 6160 group package tour tourists’ disputed cases, shopping
and optional tours accounted for 34,05%.
According to a study of Wang et al. (2006) suggested that travel managers should
employ or increase the weight given to shopping and optional tours in group package tours’
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service quality measurement. The items for measuring shopping and optional tours in GPT
are particularly important.
H4: The quality of shopping activities operation has positive effect on tourist
satisfaction.
H5: Quality of Optional tours have positive effect on tourist satisfaction.
Tour leader
The tour leader manages the group’s passage over a multi-day tour and has intense
contact with the tour participants. The tour leader conducting a tour needs a variety of skills
and faces many challenges. (Bowie and Chang, 2005)
Elements of a tour leader/ tour guide like friendliness and the ability of coordination
between group members are valued by tourists. (Wang et al., 2006)
Bowie and Chang (2005) indicated that the tour leader is a significant determinant
psychologically, spiritually and practically in influencing the success of the tour product. The
research’ result contributes to a better knowledge for the tour operator of tourism satisfaction
in the international market for guided package tours.
H6: Tour leader has positive effect on tourist satisfaction.
Transportation service:
Transportation service is the provision of transportation services for tourists along
tourist routes, according to tour programs and at tourist resorts, tourist spots and tourist cities.
To Leguma & Elisante Ombeni (2013) tour guides and transportation are considered
very important and very satisfying components of the guided package tour in the northern
tourist circuit.
H7: Transportation has positive effect on tourist satisfaction.
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2.1.3. Customer loyalty
Customer loyalty is a crucial factor in companies’ growth and their performance.
Loyalty is linked with the repeat business. Thus, a customer is loyal when he is
frequently repurchasing a product or service from a particular provider. Oliver defines loyalty
as “A deeply held commitment to re-buy or re-patronize a preferred product or service in the
future despite situational influences and marketing efforts having the potential to cause
switching behaviour” (cited by Kotler, 2000).
The perceived value from the product and the service affects customer judgement
about his/her satisfaction or loyalty with the product or the service. The significance of
customer loyalty is that it is closely related to the company’s continued survival and to strong
future growth (Fornell, 1992).
2.1.4. Customer satisfaction and relationship with customer’s decision to return/
loyalty
It is clear that if a agency/destination can make a tourist satisfied that tourist will
come back again and they might also tell to their friends about the good service they got.
Kotler (2000) defined satisfaction as: “a person’s feelings of pleasure or
disappointment resulting from comparing a product perceived performance (or outcome) in
relation to his or her expectations”
Satisfaction leads to intention to return, to willingness to pay more, and to
willingness to recommend the destination to others (Baker and Crompton, 2000; Bigne´et
al., 2005; Murray and Howat, 2002; Yoon and Uysal, 2005).
Satisfied customers are more likely to repeat buying products or services. They will
also tend to say good things and to recommend the product or service to others. On the
other hand dissatisfied customers respond differently. Dissatisfied customers may try to
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reduce the dissonance by abandoning or returning the product, or they may try to reduce the
dissonance by seeking information that might confirm its high value (Kotler, 2000).
Tourist dissatisfaction may, on the other hand, lead to negative behavior, such as
customer complaining behavior which (ultimately) affects retention rates (Bolton and Drew,
1994).
Customer satisfaction is significant to achieve loyalty not only in physical products,
but also in tourism context when visitors intend to revisit the same destination ( Som &
Badarneh, 2011)
H8: Tourist satisfaction has positive effect on loyalty.
2.1.5. The indepth interviews
For getting more accurate and appropriate information for the model, this research
conducted indepth interviews with experts in tourism and tourists.
2.1.5.1. Procedure of the indepth interviews
Identify the purpose for indepth interviews
Identify what information is needed and from whom.
List question need tobe answereed (guideline from the previous models)
List people to be interviewed.
Make appointments with interviewers.
Conduct the interview.
2.1.5.2. The brief of results from the indepth interviews:
Through an in-depth interview with experienced experts in Ninh Thuan tourism and
tourists, the reseacher gathered some information about factors that effect tourist satisfaction
to package toursand package tours Ninh Thuan. The brief of results from the interviews are as
follow:
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Hotel services(clean ,tidy,have good views from,services)
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Transportation service (on time as the schedule,delay,safety,..)
-
Tour guide (professional,skills to handle unforeseeable events,easy to
conservation with tourists,…)
-
Attitude of local people (if they are friendly ,sociable,happy to welcome
tourists,… will lead tourists feel comfortable and joy the activities at the local
place).
-
The itinerary arrangement.
-
Restaurant service (places where serve food for tourists during the
tour,performance of service staffs at that places,delicious food,unique foods,…)
-
Shopping activities (tourists can visist and buy unique products at that place as
souvenir,and enjoy the local customs ,try local dishes and contact with local
people,…)
-
The settlment of tourist complaints during and after the trip (speed of
feedback.easy to contact with the tour operator,tour guide,…)
-
The travel agencies have tour programs which designed as tourist is needs –the
Optional tour.
-
Tourists’ experiences from previous trips.
-28-
2.2. Research model
Based on the previous studies about factors influencing tourist satisfaction to package
tours, loyalty and the research objectives, the results of the indepth interview, combined with
the study area, the research modal is proposed as follow:
Accommodation
Quality
H1+
Friendly attitude of
local people
H2+
Quality of restaurant
Service
H3+
Quality of Shopping
activities
H4+
Tourist
H8+
satisfaction
H8+
Loyalty
H5+
Quality of
Optional tours
H6+
Professionalism of
Tour leader
H7+
Quality of
Transportation
Service
Figure 2.1: Research model
-29-
2.3. Research hypotheses
The hypotheses of this research is proposed as follow
H1: Accommodation Quality has positive effect on tourist satisfaction.
H2: Friendly attitude of local people has positive effect on tourist satisfaction.
H 3: Quality of restaurant service has positive effect on tourists satisfaction.
H4: Quality of Shopping activities operation has positive effect on tourist satisfaction.
H5: Quality of Optional tours has positive effect on tourist satisfaction.
H6: Professionalism of tour leader has positive effect on tourist satisfaction.
H7: Quality of transportation has positive effect on tourist satisfaction.
H8: Tourist satisfaction has positive effect on loyalty.
2.4. Summary
This chapter discussed the importance of customer satisfaction as well as package
tours in tourism industry, the necessity for a study on the antecedents & cosequences of
tourist satisfaction of package tours. The previous studies on tourist satisfaction of package
tours, factors effect tourist satisfaction of package tour as accommodation, restaurant,
transportation
-30-
Chapter III – Research methodology
3.1. Introduction
This chapter present the methodology used in this study to obtain the research
objectives.
This chapter describes the process of conducting study, the design and analysis of the
research. The sample, formation of the questionnaire, and data collection method are included
in the research design section. This chapter also introduces methods and tools of SPSS
software used for data analysis of this study.
3.2. The process of the reseach
The research process of this study includes two stages: preliminary study and formal
research.
Preliminary study: to explore, adjust, and implement observed variables through the
indepth interviews or forcus groups.
Formal research: to conduct the quantitative research to test the theoretical model and
hypotheses.
The steps of process are as the following figure.
-31-
Literature
review
Reseach
objecttives
Theorical
modal
Preliminary
study
Quality
research
Preliminary
scale model
Adjusted
scale model
test
Formal
reseach
Full scale
Multiple
Regression
Conclusion and
recomionmendation
Figure 3.1 : The reseach process
-32-
3.3. Research design
3.3.1. Sample The sample population of this research was a sample of 300 tourists
who are on their travel at NinhThuan or people had prior experiences with package tour to
NinhThuan within six months.
Respondents younger than 18 years old or interviewers that their last trip to
NinhThuan was over 6 months were disqualified.
3.3.2. Measurement scale The scale to measure various concepts in the modal are
based on those previously developed and presented in the literature.
In particularly, Scales of this study were adapted and modified from previous studies
of tourists’ satisfaction to package tours, their loyalty as the table follow.
Table 3.1: Measurement scale
Measurement scale
Accommodation Quality
1 The room is sanitary and comfortable, with a reasonable design.
2 Professional and friendly staffs
3 Friendliness of staff
4 The accommodation has beautiful View and good location (near the
beach/downtown)
5 Quality of food at accommodation is good
6 Security at the accommodation is guaranteed.
7 Overall, I was satisfied with the quality of Accommodation service at
NinhThuan
Quality of Transportation Service
1 The coach is clean & tidy
2 The seat and the personal space around my seat is comfort
3 Safety of the coach is reliable
4 In general, to me, transportation services that were supplied during the
tour were good.
Sources
Adapted and modified
from
B. and Chang, 2005
Le, 2010
Wang, 2006
Siri, 2009
Qu and Li (1997)
Huh, 2002
Adapted and modified
from
Wang, 2006
Passenger focus, 2012
Qu and Li , 1997
Huh, 2002
Quality of Restaurant Service
1 Service attitude of the restaurant’staffs
2 Sanitary of restaurant
3 I can enjoy the local unique cuisine at restaurant
4 Food quality – fresh, good taste, variety and hygiene
5 Overall, I was pleased with the quality of restaurant services.
Adapted and modified
from
B. and Chang, 2005
Qu and Li , 1997
Siri, 2009
-33-
Quality of Shopping Activities
1 Frequency of shopping is appropriate
2 Shopping stores fit in with the needs of tourists
(ex: have local unique products)
3 Duration in shopping stores is appropriate
4 In general, i was satisfied with the orgnaization of shopping activities
Adapted and modified
from
Wang, 2006
B. and Chang, 2005
Siri, 2009
Qu and Li, 1997
Quality of Optional tours
1 Provided detailed descriptions of the contents of optional tours(about
the landscape, relaxation activities, etc)
2 The price of optional tours is reasonable
3 The optional tour has variety tour programes(with many activities)
4 Overal, the optional tours are reasonable
Professionalism of Tour leader
1 Tour leader has a good presentation ability
2 Has professional ability with friendly attitude
3 Has ability in solving the unforeseen things
4 Overall, tour leader of the tour(s) was professional.
Friendly attitude of local people
Friendliness and helpfullness of local people
Attitude of local shopkeppers
Local people don’t discriminate against tourists
1
2
3
4
Overall, I were satisfied with attiitute of the locals
Loyalty
1 I will recomment this package tour to my friends and relatives
2 I intend to say good things about this destination to others.
3 Encourage my friends and relatives to choose this tour
4 I intend to continue choosing this tour to NinhThuan in future
General Satisfaction
1 I am satisfied with my experiences in the tour to NinhThuan
2 Overall, I am satisfied with this tour
3 This tour has met my expectations.
4 I have had the pleasurable journey in NinhThuan.
Adapted and modified
from
Wang, 2006
B. and Chang, 2005;
Siri, 2009
Adapted and modified
from
Wang, 2006
David B. and Jui Chi
Chang, 2005
Adapted and modified
from: Ambro,2008
Rajesh, 2013
Siri, 2009
Qu and Li (1997)
Adapted and modified
from
Wang Xia, 2009
Cheng et al. (2008)
Caruana, 2000
Huh, 2002
Lai & Vinh, 2013
Han et al.(
3.3.3. Questionnaire
Collection of data for this study was conducted based on a structured questionnaire
carried out from to June-July 2014.
The structured questionnaire was formed from the above measurement scale.
-34-
The questionnaire was designed follow the request of the research objectives such as
identifying the relationship between each factor of the package tour to NinhThuan and
tourists’ satisfaction, investigating the impact of tourist satisfaction to NinhThuan package
tour on intention to return- loyalty, analyzing the differences in the contribution of factors to
tourists’ satisfaction. The purpose of the formation of the questionnaire was also analyzing
the differences in tourist’ demographic with their travel behavior characteristics. This
questionnaire was devided into three sections.
First of all, the questionnaire presented the introduction and the objectives of this
research.
Section one: General information.
Questionaires begin by asking structured questions to remind respondants about their trip.
Section two: Evaluate factors relate to package tours to NinhThuan. This section
involved fourty- seven attributes of the package tours to NinhThuan that were assessed in
terms of tourists’ satisfaction about the quality of accommodation, transportation, restaurant,
shopping activities, and attitude of the locals during their journey.
Two Open-ended questions were also included in this section. The respondents were
asked to give comments about two things they like or dislike the most about their trip to
NinhThuan.
Section three: Draws on questions about socio-demographic characteristics: gender,
age, marital status, occupation, educational qualification.
For each item of the questionnaire, the participants were asked to indicate their level
of agreement or disagreement with the relevant statement by using 5 point Linkert Scale from
1 for
“definitely disagree” to 5 for “definitely agree”.
-35-
Before the data collecion was conducted, the questionnaire sets were sent to experts
in NinhThuan tourism and 10 tourists who often use the package tour services which
inclued NinhThuan destination. The questionnaire was then adjusted in content and
format based on the suggestions of them.
3.4. Pilot testing
Pilot testing involves conducting a preliminary test of data collection tools and
procedures to identify and eliminate problems, allowing programs to make corrective changes
or adjustments before actually collecting data from the target population. This effective
practice describes advantages of pilot testing, lists simple procedures to pilot test instruments,
and provides additional resources to help programs conduct their own pilot tests and was
submitted by Project STAR in September 2008.
A pilot test usually involves simulating the actual data collection process on a small
scale to get feedback on whether or not the instruments are likely to work as expected in a
"real world" situation. A typical pilot test involves administering instruments to a small group
of individuals that has similar characteristics to the target population, and in a manner that
simulates how data will be collected when the instruments are administered to the target
population.
Pilot testing gives programs an opportunity to make revisions to instruments and data
collection procedures to ensure that appropriate questions are being asked, the right data will
be collected, and the data collection methods will work.
3.5. Data collection
3.5.1. Data sources
This research used two main sources of data that were primary data and secondary
data.
-36-
While the primary data was collected from the field survey, this is the kind of
information that was found out by the researcher.
The secondary data is used to get better insight on the research topic, to establish
background for theoretical framework, and the measurement scale, this kind of data was
gathered from previous studies, relevant reports on the internet or via books.
3.5.1.1. Interview with tourism experts and tourists
For getting more accurate and appropriate sources of qualitative data for the research
modal, indepth interviews with experts and tourists were conducted. 5 experienced experts in
tourism and 15 customers who often use the package tour services were interviewed. The
brief of results of these interviews were presented in the literature review of chapter 2.
3.5.2. Data collection methods
The survey was conducted from June to July 2014 in NinhThuan and Hochiminh city.
In order to collect accurate and appropriate information from the customers, collection ways were
used: face-to-face interviewing, questionnaire forms delivered to the customers of hotels, and
through travel agencies.
In NinhThuan, distribution of questionnaires was carried out at different places that
are frequently visited in NinhThuan such as Cham towers, Vinh Hy Bay, NinhChu beach,
BauTruc village,.etc. and also at hotels as well as resorts in NinhThuan. In HoChiMinh city,
the questionnaire sets were delivered to tourists who visited NinhThuan through travel
agencies by internet (e-mail, facebook, G- Docs) with the supporting of travel companies.
Students who were trained about how to collect data by the questionnaire for this
research were used for collecting data.
Respondents were approached and informed about the purpose of the survey before
they were given the questionnaire.
-37-
3.6. Data analysis
After finish the collecting data, the collected data was coded and inputed in the
Statistical Package for Social Sciences - SPSS software and then use the tools of this software
which demonstrated below for analysis.
Coding data
Below is the table of data coding
Factors
characteristic
Independent
Factors
Coding
Accommodation quality
KS1, KS2, KS 3, KS 4, KS 5, KS 6
Friendliness of the locals
ND 1, ND 2, ND 3, ND 4
Quality of restaurant
NH 1, NH 2, NH 3, NH 4, NH 5
Quality of shopping
activities
MS 1, MS 2, MS 3, MS 4,
Factors
Quality of optional tours
TourTC 1, TourTC 2, TourTC 3, TourTC 4
Professionalism of
Tour leader
NDT 1, NDT 2, NDT 3, NDT 4
Quality of Transportation
Service
XDD 4, XDD2, XDD3, XDD 5
Tourist satisfaction
HL 1, HL 2, HL 3, HL 4,
Loyalty
TT 1, TT 2, TT 3, TT 4,
Dependent
factors
-38-
Descriptive Analysis
Descriptive statistics is the discipline of quantitatively describing the main features of
a collection of data .
The primary use of descriptive statistics is to describe information or data through the
use of numbers (create number pictures of the information). The characteristics of groups of
numbers representing information or data are called descriptive statistics.
Reliability test (Cronbach’s Alpha)
A system's reliability is a measure of stability and overall performance of a system
collated during an extended period of time under various specific sets of test conditions. This
type of testing incorporates the results from non-functional testing such as stress testing,
security testing, network testing, along with functional testing. It is a combined metric to
define a system's overall reliability.
In this research, Cronbach’ anpha was used for testing the reliability of factor before
they used for EFA testing.
Factor Analysis - Exploratory Factor Analysis (EFA)
Factor analysis is a statistical technique used for replacing a large number of variables
with a smaller number of “factors” that reflect what sets of variables have in common with
one another. It is commonly used in an exploratory way to identify what underlies a set of
otherwise loosely related variables.
The study use EFA for testing factors if they are qualified (relatetive) for regression
testing or not.
-39-
Correlation testing
Correlation and regression analysis are related in the sense that both deal with
relationships among variables. The correlation coefficient is a measure of linear association
between two variables.
Values of the correlation coefficient are always between -1 and +1. A correlation
coefficient of +1 indicates that two variables are perfectly related in a positive linear sense, a
correlation coefficient of -1 indicates that two variables are perfectly related in a negative
linear sense, and a correlation coefficient of 0 indicates that there is no linear relationship
between the two variables. For simple linear regression, the sample correlation coefficient is
the square root of the coefficient of determination, with the sign of the correlation coefficient
being the same as the sign of b1, the coefficient of x1 in the estimated regression equation.
Regression analysis
This is a statistical process for estimating the relationships among variables. It
includes many techniques for modeling and analyzing several variables, when the focus is on
the relationship between a dependent variable and one or more independent variables.
This research used linear regression to test the relationship of independent and
dependent factors.
-40-
Chapter 4 – Research Results
4.1. Introduction
The purpose of this chapter is to present the results of data analysis. The findings are
illustrated based on the purposes of the study by steps as follow:
-
Identify tourists’ demographics and travel patterns.
-
To identify the information sources that uses the most by tourists.
-
To identify relationships between the factors of a package tour to NinhThuan and
tourists’ satisfaction.
-
To examine if have a relationship between “ the intention to return and
willingness to recommend NinhThuan tourism” – tourists’ loyalty and tourists’
satisfaction.
4.2. Tourists’ demographics and travel patterns
Tourists’ demographics
To get the sample size was 300. Over 375 questionnaire sets were sent to respondents.
After collecting and checking, only usable 298 questionnaires were obtained.
Table 4.1 showed the tourists’ characteristics.
59.7 % of all the respondents were males, and 40.3% were females. It is not possible
to say that more males are visiting/visited NinhThuan, but this shows that they are more
willing to participate in customer satisfaction surveys.
About the age of the respondent; middle-aged people (30-40) were dominating among
other age groups -70.8%. This tourist group has a stable economic with savings.
49.3% of the respondents are office staffs, 32.9 % are students, while managers
account for 10.4%
84.2% respondents are married and the last are single.
-41-
48.3% of them have income from 11-20 million VND/month. Income of 43.3% of
them is from 6-11 million VND/month.
Table 4.1: Tourists’ characteristics
Category
Gender
Age
Occupation
Status
Male
Female
18-30
31-40
41-50
Above 50
Houseworking
178
120
59
211
21
7
9
59.7
40.3
19.8
70.8
7.0
2.3
3.0
6
2.0
98
147
31
7
251
47
32.9
49.3
10.4
2.3
84.2
15.8
0.824. So, this item was eliminated to make data
more reliable. And, Reliability re - test of Shopping activities must be done.
Reliability re - test of Shopping activities
Reliability Statistics
Cronbach's Alpha N of Items
.841
3
Item-Total Statistics
Scale
Scale Mean if Variance if
Item Deleted Item Deleted
Frequency of shopping
is appropriate
Shopping stores fit in
with the needs of
tourists (ex: have local
unique products)
In general, i was
satisfied with the
orgnaization of
shopping activities
Corrected
Item-Total
Correlation
Cronbach's
Alpha if Item
Deleted
6.54
3.158
.735
.750
6.49
3.759
.663
.820
6.34
3.134
.726
.759
Table 4.16: Reliability re - test of Shopping activities
-53-
After eliminate item of MS3, the The cronbach’s alpha for 3 items is 0.841, quite
high.
The Corrected Item-Total Correlation of all 3 items are > 0.3, and all of the values in
the column of Cronbach's Alpha if Item Deleted are < 0.841, therefore, all the variables of
Shopping activities are relative and ready for factor analysis.
Reliability test of Option Tour
Reliability Statistics
Cronbach's
Alpha Based
on
Standardized
Items
N of Items
Cronbach's
Alpha
.802
.806
4
Item-Total Statistics
Scale
Scale Mean if Variance if
Item Deleted Item Deleted
Corrected
Item-Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if Item
Deleted
TourTC1
9.68
6.547
.617
.407
.755
TourTC2
9.39
6.858
.593
.403
.765
TourTC3
9.57
8.205
.517
.317
.796
TourTC4
9.17
6.811
.765
.587
.683
Table 4.17: Reliability test of Option Tour
The cronbach’s alpha for 4 items of this factor is 0.806 >0.6. The Corrected ItemTotal Correlation of all 4 items are > 0.3, along with all of the values in the column of
Cronbach's Alpha if Item Deleted are < 0.806, therefore, all the variables of Option Tour
factor are relative and ready for factor analysis.
-54-
Reliability test of Tour leader
Reliability Statistics
Cronbach's
Alpha
Cronbach's
Alpha Based
on
Standardized
Items
N of Items
.860
.860
4
Item-Total Statistics
Scale
Scale Mean if Variance if
Item Deleted Item Deleted
Corrected
Item-Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if Item
Deleted
NDT1
9.30
9.845
.789
.648
.786
NDT2
9.25
10.472
.738
.591
.809
NDT3
9.01
11.185
.657
.442
.842
9.27
11.323
.644
Table 4.18: Reliability test of Tour leader
.416
.846
NDT4
The cronbach’s alpha for 4 items of this factor is 0.860. The Corrected Item-Total
Correlation of all 4 items are > 0.3, along with all of the values in the column of Cronbach's
Alpha if Item Deleted are < 0.806, therefore, all the variables of Tour leader factor are
relative and ready for factor analysis.
Reliability test of Transportation
Reliability Statistics
Cronbach's
Alpha
.779
Cronbach's
Alpha Based
on
Standardized
Items
N of Items
.778
4
Item-Total Statistics
-55-
Scale
Scale Mean if Variance if
Item Deleted Item Deleted
Corrected
Item-Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if Item
Deleted
XDD2
11.35
1.789
.645
.468
.700
XDD3
11.24
2.778
.419
.211
.798
XDD4
11.39
2.245
.562
.347
.736
XDD5
11.34
1.988
.753
.570
.634
The cronbach’s alpha for 4 items of this factor is 0.776. The Corrected Item-Total
Correlation of all 4 items are > 0.3, However, the value for item of XDD3 in the column of
Cronbach's Alpha if Item Deleted are > 0.778. So this variable of Transportation factor must
be excluded.
Re-test for Transportation reliability
Reliability Statistics
Cronbach's
Alpha
N of Items
.798
3
Item-Total Statistics
Cronbach's
Scale Mean
Scale
Corrected Item- Alpha if
if Item
Variance if
Total
Item
Deleted Item Deleted
Correlation
Deleted
The seat and the
personal space around my
seat is comfort
7.49
1.160
.656
.726
Safety of the coach is
reliable
7.53
1.536
.576
.792
7.48
1.382
.723
.650
In general, to me,
transportation services
that were supplied during
the tour were good.
Table 4.19: Re-test for Transportation reliability
-56-
After eliminate item of XDD3-“Xe sach se va ngan nap”, the The cronbach’s alpha
for 3 items is 0.798. The Corrected Item-Total Correlation of all 3 items are > 0.3, and all of
the values in the column of Cronbach's Alpha if Item Deleted are < 0.798, therefore, all the
variables of Transportation are relative and ready for factor analysis.
Reliability test of Tourists’ satisfaction
Reliability Statistics
Cronbach's
Alpha
Cronbach's Alpha
Based on
Standardized Items
.870
N of Items
.871
4
Item-Total Statistics
Scale
Scale Mean if Variance if
Item Deleted Item Deleted
Corrected
Item-Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if Item
Deleted
HL1
11.58
2.931
.710
.543
.839
HL2
11.65
2.861
.759
.774
.821
HL3
11.64
2.952
.640
.494
.867
HL4
11.66
2.609
.791
.788
.805
Table 4.20: Reliability test of Tourists’ satisfaction
The cronbach’s alpha for 4 items of this factor is 0.871. The Corrected Item-Total
Correlation of all 4 items are > 0.3, along with all of the values in the column of Cronbach's
Alpha if Item Deleted are < 0.871, therefore, all the variables of Tourists’ satisfaction factor
are relative and ready for factor analysis.
-57-
Tourists’ Loyalty
Reliability Statistics
Cronbach's
Alpha Based on
Standardized
Items
Cronbach's
Alpha
.850
.854
N of Items
4
Item-Total Statistics
Scale
Scale Mean if Variance if
Item Deleted Item Deleted
Corrected
Item-Total
Correlation
Squared
Multiple
Correlation
Cronbach's
Alpha if Item
Deleted
TT1
11.58
2.938
.824
.840
.754
TT2
11.64
2.865
.813
.840
.755
TT3
11.56
3.002
.688
.496
.810
TT4
11.52
3.422
.470
.223
.901
Table 4.21: Reliability test of Tourists’ Loyalty
The cronbach’s alpha for 4 items of this factor is 0.854. The Corrected Item-Total
Correlation of all 4 items are > 0.3. But, value of item TT4 in the column of Cronbach's
Alpha if Item Deleted are > 0.854, therefore, this item was deleted.
Re-test for Tourists’ Loyalty
Reliability Statistics
Cronbach's
Alpha
N of Items
.901
3
Item-Total Statistics
Scale
Scale Mean if Variance if
Item Deleted Item Deleted
Corrected
Item-Total
Correlation
Cronbach's
Alpha if Item
Deleted
TT1
7.66
1.597
.864
.810
TT2
7.72
1.527
.864
.806
TT3
7.64
1.664
.695
.954
Table 4.22: Re-test for Tourists’ Loyalty
-58-
After eliminate item of TT4, the The cronbach’s alpha for 3 items is 0.901. The
Corrected Item-Total Correlation of all 3 items are > 0.3, and all of the values in the column
of Cronbach's Alpha if Item Deleted are < 0.901, therefore, all the 3 variables of Tourists’
Loyalty are relative and ready for factor analysis.
Conducting the reliability test to all of factors get the results as follow:
All of variables of factors are qualified for validity test with the exception of variables
MS3, XDD3, and TT4.
4.4.
Validity tests
EFA for Independent variables
Table 4. 23: KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling
Adequacy.
Bartlett's Test of
Sphericity
Approx. Chi-Square
df
Sig.
.759
3774.047
406.000
.000
According to the results from the table of KMO and Bartlett's Test, KMO = 0.759>0.6
and Sig. = .000. This value shows that the data is appropriate for EFA test.
And results from Total Variance Explained table are:
There are 7 components are extracted, with total variance extracted = 66.147%, it
showed that these 7 components explain 66.147%, of the data variability.
Follow the table of Rotated Component Matrix (in the appendix), we can see that 29
variables were gathered into 7 factors such as:
- Variables from KS1 to KS6 correlate strongly with each other and belong to the
first factor- “Hotel”.
- Similarly, the second factor - “Restaurant” includes variables from NH1 to NH5.
-59-
-
Variables from NDT1 to NDT4 as explanatory variables for factor 3 –
“Tourleader”.
- Variables from TourTC1 to TourTC4 belong to factor 4 - “OptionalTours”
- Variables MS1, MS2, MS4 belong to factor 4- “Shopping”.
- Variables XDD2,XDD5, XDD4 belong to factor 6 – “Transportation”.
- Variables from ND1 to ND4 belong to factor 7- “LPeople”
EFA for dependent variables
Table4.24: KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling
Adequacy.
Bartlett's Test of
Sphericity
Approx. Chi-Square
df
Sig.
.836
2002.107
21.000
.000
KMO = 0.836 > 0.6 and Sig. = .000. This value shows that the data is appropriate for
EFA test.
According to Total Variance Explained table there are 2 components are extracted.
In table of Pattern Matrix, factor 1 includes: TT1, TT2, TT3, HL2, HL4; Factor 2 includes:
HL1,
HL3.
The problem that variables of one factor become variables of another factor could be
caused by wrong name for factors from the beginning, therefore, need to rename the factors.
With all factor loading values are all greater than 0.5, so, all of 7 variables will be
kept for next analysises.
Rename factors
After the applying Cronbach’s Alpha test and Exploratory Factor Analysis to refine
measurement scale, the final results are as follow:
-60-
Table 4.25: Rename factors
Independent factors
Factor
1
Rename
factor
Hotel
2
Restaurant
3
Tourleader
4
Shopping
Code
KS1
KS2
KS3
KS4
KS5
KS6
NH 1
NH 2
NH3
NH4
NH5
NDT1
NDT2
NDT3
NDT4
MS1
MS2
Statement
The room is sanitary and comfortable, with a reasonable design.
Professional & Friendliness of staffs
The accommodation has a convenient location
Security at the accommodation
Quality of food at accommodation
Overall, I was satisfied with the quality of Accommodation
service at NinhThuan
Service attitude of the restaurant’staffs
Sanitary of restaurant
I can enjoy the local specialties at restaurant
Food quality – fresh, good taste
Overall, I was pleased with the quality of restaurant services.
Tour leader has a good presentation ability
Has professional ability with friendly attitude
Has ability in solving the unforeseen things
Overall, tour leader of the tour(s) was professional.
Frequency for shopping activities is appropriate
Shopping stores fit in with the needs of tourists
MS4
6
Optional
Tours
7
LPeople
In genaral, I was satisfied with the organization of shopping
activities
TourTC Provided detailed descriptions of the contents of optional
1
tours(about the landscape, relaxation activities, etc)
TourTC The price of optional tours is reasonable
2
TourTC The optional tour has variety tour programes(with many
3
activities)
TourTC In generall, optional tours for NinhThuan destination are
4
reasonable.
XDD2 The seat and the personal space around my seat is comfort
XDD4 Safety of the coach is reliable
XDD5 In general, to me, transportation services that were supplied
during the tour were good.
ND1
Friendliness and helpfullness of local people
ND2
Attitude of local shopkeppers are good
ND3
Local people don’t discriminate against tourists
ND4
Overall, I were satisfied with attiitute of the locals
-61-
Dependent factors
Factor
Rename
factor
Code
TT1
1
Loyalty
TT2
TT3
HL2
HL4
HL1
2
Satisfaction
HL3
Statement
I will recommend this package tour to my friends and
relatives
I intend to say good things about this destination to
others.
Encourage my friends and relatives to choose this tour
This tour has met my expectations.
Overall, I am satisfied with this tour
I am satisfied with my experiences in the tour to
NinhThuan
I have had the pleasurable journey in NinhThuan
4.5. Hypothesis testing
Before testing the hypotheses, firstly the correlation analysis was used to test if the
factors could be use in the regression model or not. If the results of the correlation analysis
are the independent variable(s) had correlation with dependent variable, then the Multi –
Linear Regression analysis was run to test the hypotheses.
Correlation testing
Correlation analysis (Pearson) was used to test the linear relationships between the
dependent variable and independent variables, and two –tailed test was used to test the
positive or negative relationship of those items.
-62-
Table 4. 26: Correlationsa
Transport
Hotel
Hotel
Pearson Correlation
Restaurant Tourleader Optionaltours Shopping
1.000
Sig. (2-tailed)
Restaurant
Pearson Correlation
Sig. (2-tailed)
Tourleader
Pearson Correlation
Sig. (2-tailed)
Optionaltours Pearson Correlation
Sig. (2-tailed)
Shopping
Pearson Correlation
Sig. (2-tailed)
Transportatio Pearson Correlation
n
Sig. (2-tailed)
LPeople
Pearson Correlation
Sig. (2-tailed)
Satisfaction
Pearson Correlation
Sig. (2-tailed)
.000
ation
LPeople ction
.000 .199**
.000
.000
.000
.000
.000
1.000
1.000
1.000
1.000
1.000
1.000
.000
.000
.000
.000
1.000
1.000
1.000
1.000
1.000
.000
.000
.000
1.000
1.000
1.000
1.000
.000
.000
1.000
1.000
1.000
.821
1.000
.000
.000
.022
1.000
1.000
.702
1.000
.000
.000
1.000
1.000
.000
.000
.000
1.000
1.000
1.000
.000
.000
.000
.000
1.000
1.000
1.000
1.000
.000
.000
.000
.000
.000
1.000
1.000
1.000
1.000
1.000
.000
.000
.000
.000
.000
.000
1.000
1.000
1.000
1.000
**
1.000
1.000
**
-.056
*
-.013
.022
.001
.337
.028
.821
.702
.199
Satisfa
-.127
1.000
.000 -.056
1.000
.337
.000 -.127*
1.000
.028
.000 -.013
.000 .371**
1.000
1.000
.371
.001
.000
1.000 .286**
.000
.286
.000
**
.000
**. Correlation is significant at the 0.01 level (2-tailed).
*. Correlation is significant at the 0.05 level (2-tailed). a. Listwise N=298
Regression analysis
Test relationship between
The purpose of this step is checking the relationship between independent factors
(restaurant, accommodation, transportation, shopping activities, local people, tour leader,
optional tour ) and dependent factors(satisfaction).
-63-
1.000
Table 4.27: Model Summaryb
Model
R
1
.528a
R Square
Adjusted R
Square
.279
Std. Error of
the Estimate
.262
DurbinWatson
.79682889
.458
a. Predictors: (Constant), LPeople, Transportation, Shopping,
Optionaltours, Tourleader, Restaurant, Hotel
b. Dependent Variable: Satisfaction
From the table of model summary, we get the index of Adjusted R Square is 0.262.
This means that 26.2% of the variance of Tourists’ Satisfaction can be explained by 7
independent factors(restaurant, accommodation, transportation, shopping activities, local
people, tour leader, optional tour ).
In addition, the table of Anova indicates that the value of the observed significance
level (Sig.) = 0, less than 0.05, it means that restaurant, accommodation, transportation,
shopping activities, local people, tour leader, optional tour have the correlation with Tourists’
Satisfaction at significant level .05. They suggested that it was safe to reject the null
hypothesis of regression model was fit to population data and usable.
Table 4.28: ANOVAb
Sum of
Squares
Model
1
Regression
df
Mean Square
71.302
7
10.186
Residual
184.132
290
.635
Total
255.433
297
F
Sig.
16.043
.000a
a. Predictors: (Constant), LPeople, Transportation, Shopping, Optionaltours,
Tourleader, Restaurant, Hotel
b. Dependent Variable: Satisfaction
-64-
Table 4.29: Coefficientsa
Unstandardized
Coefficients
Model
1
B
(Constant)
Standardized
Coefficients
Std. Error
4.519E-16
.046
.185
.046
Restaurant
-.052
Tourleader
Optionaltours
Beta
t
Sig.
.000
1.000
.199
3.997
.000
.046
-.056
-1.118
.264
-.118
.046
-.127
-2.547
.011
-.012
.046
-.013
-.265
.791
Shopping
.021
.046
.022
.447
.655
Transportation
.344
.046
.371
7.446
.000
LPeople
.265
.046
.286
5.733
.000
Hotel
a. Dependent Variable: Satisfaction
Look at the Coefficient table above, at Standardized Coefficients - Beta column, we
can see that the value are positive for 4 factors and negative for 3 factors, this shows the
positive influence of 4 independent factors (accommodation, transportation, shopping
activities, local people) on dependent factor.
To consider the degree of impact of 4 independent factors (accommodation,
transportation, shopping activities, local people) on Tourists’ Satisfaction. Also at the above
Coefficient table, at the column of Standardized Coefficients – Beta, the greatest value is
value of transportation is 0.371 means that this factor has greater impact on Tourists’
Satisfaction than the second is local’ people with value= .286, the third is shopping activities
get a value at .022 , and the forth is belong to accommodation with .199 .
While the restaurant factor has Standardized Coefficients – Beta = -.056 and Sig. =
.264.
The same thing also occure with Optional tour factor with Standardized Coefficients –
Beta = -.013, and Sig. = .791 . There is no statistically significant with value of these two
-65-
factors, in another worlds, this research get the feedback from the sample size of over 300
respondents that the relationship between two factors with tourists’ satisfaction is very weak.
In the case of the factor of tour leader, this factor has the value of Standardized
Coefficients – Beta = -.127 but it get a value of p (Sig.) = .011 . After used tools of testing of
the SPSS software such as test of reliability by Cronbach anpha, validity test by EFA, this
case is an unexpected result, which need to be clarified in another qualitative research in the
future, this research can not explain.
Testing the relationship between independent factor - Tourists’ Satisfaction and
dependent factor Tourists’ Loyalty was similar with the above.
Table 4.30: Model Summaryb
Model
R
R Square
1
.719a
Adjusted R Square
.516
Std. Error of the
Estimate
.515
.68229714
a. Predictors: (Constant), HL
b. Dependent Variable: TT
Table 4.31: ANOVAb
Sum of
Squares
Model
1
df
Mean Square
Regression
147.114
1
Residual
137.797
296
Total
284.910
297
F
147.114 316.014
Sig.
.000a
.466
a. Predictors: (Constant), HL
b. Dependent Variable: TT
-66-
Table 4.32: Coefficientsa for HL and TT
Unstandardized
Coefficients
Model
1
B
(Constant)
Standardized
Coefficients
Std. Error
-5.066E-17
.040
.759
.043
HL
Beta
t
.719
Sig.
.000
1.000
17.777
.000
a. Dependent Variable: TT
From result from three above tables we can see that with the value of Adjusted R
Square is .515, this mean 51.5% of the variance of Tourists’ loyalty can be explained by
Tourists’ Satisfaction factor. the table of Anova indicates that the value of Sig.= 0 and the
value of Standardized Coefficients – Beta is 0.719 . All of these value show that Tourists’
Satisfaction has positive impact on Tourists’ Loyalty, strongly.
Goodness of fit of the overall model includes direct and indirect effects are as
follow:
R2 = 1- (1- R12) (1- R2 2)
R2 = 1 - (1- 0.279) (1- 0.516)
R2 = 0.651036
4.6. Results of Hypotheses testing
Many steps and tools were used for collecting and coducting the tests, and now results
of the summary of hypotheses testing demonstrated in the following table:
-67-
Table 4.33: Results of Hypotheses testing
Hypothesis
H1
Statement
Accommodation Quality has positive effect on tourist
Testing results
Supported
satisfaction.
H2
H3
H4
Friendly attitude of local people has positive effect on
tourist satisfaction.
Quality of restaurant service has positive effect on tourists
satisfaction.
Quality of Shopping activities has positive effect on tourist
satisfaction.
H5
Quality of Optional tours has positive effect on tourist
H6
satisfaction.
Professionalism of tour leader has positive effect on tourist
satisfaction.
H7
Quality of transportation has positive effect on tourist
H8
satisfaction.
Tourist satisfaction has positive effect on loyalty.
Supported
Not supported
Supported
Not Supported
Not cleared yet
Supported
Supported
-68-
Chapter V – Conclusions and Recommendations
This final chapter dicuss the research results, give conclusions and recommendations
as well as the research limitations, and suggestions for future studies.
5.1. Conclussion
Tourists’satisfaction is the most important thing in tourism industry, this was proven
by many previous studies which introduced in chapter 1&2 and this research also confirm this
again by the results in chapter 4.
NinhThuan with the huge tourism potential but has been not exploited properly.
Beside that, package tours are the most choosen type of tour for traveling of tourists in
Vietnam. Many package tours to Ninh Thuan of travel agencies have launched in several
years, but the results have not been as expected. The concern of tourist marketers is to
identify the determinants of tourist’s satisfaction and relationship between tourist’s
satisfaction
and
tourists’
loyalty.
This
study
“TOURIST
SATISFACTION:
ANTECEDENTS AND CONSEQUENCES - A CASE STUDY OF PACKAGE TOURS AT
NINH THUAN” was designed to identify factors influencing tourist’ satisfaction to package
tour services at NinhThuan destination; investigate the impact of tourist satisfaction to
NinhThuan package tour on intention to return. And draw managerial implications for
maketers. The research was also designed to identify tourists’ demographics and their travel
patterns.
Base on reviewing literature and conducting a qualitative resesearch, this research
proposed a model include factors of package tours such as: quality of Acommodation,
transportation, restaurant, shopping activities, optional tours, local people, and tourists’
satisfaction, tourists’ loyalty.
-69-
The study was conducted from February to August, 2014 in both NinhThuan and
HoChiMinh city. The sample was a convenience sample of over 300 tourists who were on
their travel at NinhThuan or tourists who visited NinhThuan within 6 months.
After conducting nescessary tests by SPSS software such as Descriptive statistics,
Reliability test (Cronbach anpha), Validity tests(EFA), Correlation testing, and Regression
analysis, the research defined some main findings are as follow:
Finding about demographic and travel patterns
Most respondents felt satisfied with two factors: transportation and restaurant of the
package tour to NinhThuan and felt neutral with almost the last factors such as: Tour leader,
Shopping activities, local people, optional tours, and accommodation. However, they still
agreed that the tour was an overall satisfaction. They’re willing to introduce about
NinhThuan with their friends and relatives as well as say good things about NinhThuan.
Most of tourists knew about NinhThuan via recommendation from their relatives
(23.2%), the second was “search engine on internet” (19.1%), the next position was via
advertisements on newspapers/magazines, followed by Tourist information centre and
Agency’ brochure. Identification of NinhThuan tours via TV or radio was the lowest sources,
this may be from marketing problems.
The main purposes for the tour almost were “rest & relaxation”, “sponsored by
business/company”, and “go with family”.
Almost respondents were office staffs and students. And middle-aged people (30-40)
were dominating among other age groups -70.8%. This tourist group has a stable economic
with savings. Respondents chose local specialties the most for their purchasing.
Results of the open-ended questions about one or two things tourists like/unlike the
most during their tour(s) showed that Vinh Hy bay and beautiful beaches are the most
-70-
popular things. Attitude of service staffs at places they visited, the poor tourism activities (the
supplied tourism products) were things they dislike the most.
Hypotheses testing results
About the hypotheses testing results, independent factors as Accommodation Quality,
Friendly attitude of local people, Quality of transportation, Quality of Shopping activities
have a posity effect on tourist’ satisfaction. Factors as Quality of Optional tour, and Quality
of restaurant service are not get the supporting from the test result in having possitive effect
on tourists’satisfaction. For the factor of Professionalism of tour leader, the relationship
between this factor and tourists’satisfaction is not clear.
Tourists’ satisfaction has a strong relationship with tourists’ loyalty.
The above findings can be useful to the planners and marketers to maintain or
enhance their competitiveness.
5.2. Recommendations
From the results of this research, the sudy have some recommendations which may
help increase tourists’satisfaction to package tours to NinhThuan are as follow:
About services and service staffs
The finding showed that respondents just rate neutral for almost factors of package
tour to NinhThuan this mean these factors in package tours to NinhThuan do not attract
them. The statements such as “Provided detailed descriptions of the contents of optional
tours”, “Shopping stores suit the needs of tourists”, “Tour leader has a good presentation
ability”, “Attitude of local shopkeppers is good”, “Safety of the coach is reliable”, “Sanitary
of restaurant”, “Professional and Friendliness of staff” were received a lowest rating of each
factor from tourists. These statements belong to quality of supplied services, the skills and
-71-
attitude of staffs at places where supplied services, should have plan to improve these
elements.
Therefore, this research suggests that marketers should focus on trainning their
managers and staffs, who contact and supply directly the services to tourists, this aim to
improve their attitude and professional in service skills. If tourists receive services from
friendly and professional staffs, they will feel more pleased.
The services
To Optional tours, tour agencies should provide the contents of the optional tour with
more detailed descriptions, clearer in content, and have more variety programes.
The organization of shopping activities could choose more stores which have variety
products suit tourists’ needs. According to the study results, respondents usually chose local
specialties and sourvenirs for purchasing.
Services for restaurant should improve the sanitary problem, the variety of food, and
has local dishes in menu.
Operators should choose accommodations which have a convenient location (near
beaches, near the center), serve delicious food, with comfortable and reasonable design.
Travel agencies manager should collaborate with hotels in improving other services of hotel
such as: room service, reception, etc.
Transportation is the factor has strong effect on tourists’ satisfaction, therefore, this
factor should be considered in improving the quality of transportation to meet the higher and
higher demand of tourists. Having moderm buses which ensure a high safety will increase the
level of tourists’ satisfaction.
Marketing issue
The sources for seeking tour information of tourists should be considered when plan
promotion programes. Managers should focus the Word of mouth issue, SEO- Search engine
-72-
optimization on internet, and advertising on newspaper, TV. These are sources of information
that customers used the most.
NinhThuan tourism managers and managers of travel companies should consider to
plan for variety tourism products.
NinhThuan managers need to have plans about development of infrastructure serve
for tourism such as: plan for areas of resorts, hotels, and restaurants near the tourism places;
streets and transportation for tourism.
NinhThuan should has propaganda programes for their people and help them
understand that the benefit of tourism development will be tied to economic growth and their
benefit. This will help in improving attitude of the locals to tourists.
5.3. Limitations and direction for the future research
This research had limitations are as follow:
Firstly, limitations about choosing factors have effect on tourists’ satisfaction.
Because of the study area and the focusing about factors of package tour, the other factors
also have impact on tourists’ satisfaction were not used in this survey.
Secondly, limitations from choosing the study sample. The sample for this reseach
just over 300 people in NinhThuan and HoChiMinh city in sort time so could not have ideas
from toursits come from another places and at another point of time.
For the future studies, future reseachers should avoid the limitation of this reseach in
the future reseach.
-73-
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-75-
APPENDIX A
VIETNAMESE VERSION
BẢNG CÂU HỎI
Kiình chaÌo Anh/Chị
Hiện nay chúng tôi ðang lấy yì kiêìn khaìch haÌng trong ngaÌnh diòch vuò du lịch- về
các tour du lịch trọn gói-tại Ninh Thuận. Kêìt quaÒ naÌy nhãÌm giuìp caìc nhà quản lý du
lịch ðiạ phýõng cũng nhý các nhà ðiều hành tour du lịch ðến Ninh Thuận caÒi tiêìn châìt
lýõòng dịch vụ, nâng cao chất lýợng phục vụ, ðáp ứng ðýợc yêu cầu ngày càng cao của du
khách và mang ðến cho quý khách sýò haÌi loÌng khi ðến du lịch tại Ninh Thuận. Chúng tôi
râìt mong Anh/Chị daÌnh thõÌi gian traÒ lõÌi Phiêìu KhaÒo Saìt naÌy.
Phần 1: Thông tin chung
1
Anh/ chị ðã biết về tour trọn gói ðến Ninh Thuận thông qua hình thức/ phýõng tiện
nào?(có thể chọn nhiều ðáp án)
1. Ấn phẩm quảng cáo 2. Qua mạng
của cty du lịch
5. Quảng cáo trên
Internet
3. Quảng cáo của báo/
tạp chí
6. Trung tâm thông tin 7. Người quen giới
Tivi/ radio
du lịch
4. Qua trang web tôi
hay vào
8. Khác(vui lòng nêu
thiệu
ra)
Anh/chị vui lòng cho biết việc quyết ðịnh chọn lựa tour trọn gói ðến Ninh Thuận của anh
chị là do: (chỉ chọn 01 yếu tố chính)
1. Giới thiệu từ người
2. Trải nghiệm từ
3. Xem quảng cáo hấp
4. Thuyết minh của
quen
chuyến đi trước
dẫn về Ninh Thuận trên nhân viên tư vấn từ
báo/tạp chí
công ty du lịch
5. Quảng cáo hấp dẫn về Ninh Thuận trên
6. Khác (vui lòng nêu ra)
TV/radio
2
3
Anh/chị vui lòng cho biết mục ðích chính cho chuyến du lịch ðến Ninh Thuận của anh
chị?
1. Nghỉ dưỡng
2. Công việc
3. Tài trợ của công ty
4.
Cải thiện sức
khỏe
5. Khám phá vùng đất
6.
Xả stess
7. Đi cùng gia đình
8. Khac
mới
-76-
Phần 2: Đánh giá các yếu tố liên quan đến tour trọn gói đến Ninh Thuận
Anh/ chị vui lòng lựa chọn mức độ đồng ý của anh chị đối với các phát biểu sau liên
quan đến tour trọn gói đến Ninh Thuận
(Chỉ chọn 1 trong 5 theo mức độ tăng dần từ 1 đến 5 của mỗi phát biểu)
Hoàn toàn không đồng ý không đồng ý bình thường
đồng ý
Hoàn toàn đồng
ý
1
2
3
4
5
1
2
3
4
5
Phòng ở tại K. Sạn/ nhà nghỉ sạch sẽ, thoải mái, với thiết kế hợp lý
Nhân viên khách sạn/ nhà nghỉ chuyên nghiệp
Nhân viên khách sạn/ nhà nghỉ thân thiện
K.Sạn/nhà nghỉ có (view) hướng nhìn ra quang cảnh bên ngoài đẹp
K.Sạn/nhà nghỉ nằm gần biển hoặc trung tâm đô thị
1
1
1
1
1
2
2
2
2
2
3
3
3
3
3
4
4
4
4
4
5
5
5
5
5
6
7
8
9
10
Khách sạn/nhà nghỉ đảm bảo an toàn
Thức ăn tại Khách sạn/ nhà nghỉ ngon
Nói chung, tôi hài lòng với chất lượng của K.S/ N.Nghỉ tại NinhThuận
Người dân địa phương thân thiện
Người dân địa phương không phân biệt đối xử với du khách.
1
1
1
1
1
2
2
2
2
2
3
3
3
3
3
4
4
4
4
4
5
5
5
5
5
11
12
13
14
15
Thái độ của những người bán hàng địa phương tốt (không tăng giá bán,
chèo kéo, lừa gạt với du khách)
Nói chung, tôi thích thái độ của người dân tại Ninh Thuận
Thái độ phục vụ của nhân viên các nhà hàng trong tour là tốt
Những nhà hàng trong tour vệ sinh sạch sẽ
Tại các nhà hàng trong tour có nhiều món đặc sản địa phương hấp dẫn.
1
1
1
1
1
2
2
2
2
2
3
3
3
3
3
4
4
4
4
4
5
5
5
5
5
1
1
1
2
2
2
3
3
3
4
4
4
5
5
5
1
1
2
2
3
3
4
4
5
5
1
2
3
4
5
1
2
3
4
5
1
1
2
2
3
3
4
4
5
5
25
Các cửa hàng mà tour tổ chức cho chúng tôi đến mua sắm có uy tín tốt
Nhìn chung, tôi hài lòng với công tác tổ chức các hoạt động mua sắm
trong tour.
Các chương trình du lịch tự chọn của công ty tổ chức tour đề xuất có
đầy đủ các thông tin chi tiết, rõ ràng về nội dung của chương trình.
Giá cả các chương trình du lịch tự chọn công ty đưa ra là hợp lý
Các chương trình tour tự chọn mà cty đề xuất được thiết kế có sự an
toàn.
1
2
3
4
5
26
27
28
Nhìn chung, tôi thích các chương trình du lịch tự chọn được đề xuất.
Người dẫn tour có khả năng trình bày tốt
Người dẫn tour có tinh thần trách nhiệm va thái độ thân thiện.
1
1
1
2
2
2
3
3
3
4
4
4
5
5
5
16
17
18
19
20
21
22
23
24
Chất lượng của thức ăn ( độ tươi, ngon của món ăn) tại các nhà hàng
trong chuyến đi là đảm bảo.
Nói chung, chất lượng các nhà hàng trong tour đi Ninh Thuận là tốt.
Số lần mua sắm mà tour tổ chức đi là hợp lý
Các cửa hàng mua sắm tour tổ chức cho chúng tôi đến thì đáp ứng
được nhu cầu mua sắm của chúng tôi.
Thời gian dừng chân tại các cửa hàng mua sắm trong tour là hợp lý.
-77-
29
30
31
32
33
Người dẫn tour có khả năng giải quyết những vấn đề phát sinh
Nói chung, Người dẫn tour là chuyên nghiệp
Xe đưa đón được sử dụng trong tour sạch sẽ và gọn gàng
Ghế ngồi và Độ rộng chỗ ngồi trên xe đưa đón thoải mái
Giao thông địa phương thuận tiện
1
1
1
1
1
2
2
2
2
2
3
3
3
3
3
4
4
4
4
4
5
5
5
5
5
34
1
2
3
4
5
35
36
37
38
Độ an toàn của các chuyến xe đưa đón trong tour là đáng tin cậy
Theo tôi, nhìn chung dịch vụ đưa đón trong toàn bộ hành trình tour là
tốt.
Tôi hài lòng về những gì mình đã trải qua trong tour đến N.Thuận.
Chuyến du lịch đã đáp ứng được những mong đợi của tôi.
Tôi đã có được chuyến du lịch thú vị khi đến Ninh Thuận.
1
1
1
1
2
2
2
2
3
3
3
3
4
4
4
4
5
5
5
5
39
40
41
42
43
Nhìn chung, tôi hài lòng về chuyến du lịch này.
Tôi sẽ giới thiệu tour trọn gói này cho bạn bè, người quen nếu có dịp.
Tôi sẽ nói tốt về điểm du lịch N. Thuận với bạn bè, người quen.
Tôi sẽ khuyến khích bạn bè, người quen chọn tour du lịch đến N. Thuận.
Tôi sẽ vẫn tiếp tục chọn tour du lịch đến Ninh Thuận trong tương lai.
1
1
1
1
1
2
2
2
2
2
3
3
3
3
3
4
4
4
4
4
5
5
5
5
5
44. Vui lòng cho biết 1 đến 2 điều làm anh/ chị thích nhất khi đến du lịch tại Ninh
Thuận?
45. Vui lòng cho biết 1 đến 2 điều làm anh/ chị không thích nhất khi đến du lịch tại Ninh
Thuận?
46. Tôi đã chi tiêu mua sắm trong chuyến đi cho:
1. Đồ lưu niệm 2. Đặc sản địa phương
3. Quần áo
4. Khác
Xin cảm ơn anh/chị ! Chúc anh chị gặp nhiều may mắn!
-78-
Thông tin đáp viên
Giới tính
Độ tuổi:
1. 18 – 30
2.
31 – 40
1. Nam
2. Nữ
Thu nhập/tháng
1. Dưới 5 triệu đồng
(VND)
2. Từ 5 – 10 triệu
3. Trên 10 – 20 triệu
4. Trên 20 triệu đồng
3. 41 – 50
4. Trên 50 tuổi
Tình trạng hôn
nhân:
1. Đã kết hôn
2.
Độc thân
Trình độ học
vấn :
1. PTTH
2. Trung cấp nghề
3. Cao Đẳng
4. Đại Học
5. Trên Đại
Học
Nghề nghiệp:
1. Nội trợ
2. Công nhân
3. Sinh viên
4. Nhân viên văn phòng
Quản lý
6. Chủ doanh nghiệp
-79-
5.
ENGLISH VERSION
PART I: GENERAL INFORMATION
1. Which of the following best discribes your travel party?
1: Alone
2: A couple 3: family members 4: Friends and relatives
6: Others
2. How did you find out about the NinhThuan (package tour) as a place to visit?
1. Agency’
2.Via search engine
3. Advert: newspaper /
4. Via a website you
brochure
5. TV or radio
on internet
6. Tourist
Information Centre
magazine
7. Recommendation
8. 0ther, please specify:
know.
3. What influenced you to choose the package tour to NinhThuan?
1. Recommendation
(friends, family,
etc)
2. Previous
experience
3. Advertisements
Other, please specify
about
Ninh Thuận
4. What are the main reasons for your visit to NinhThuan?
1. Rest & relaxation 2. Business reasons
3. Sponsored by
business/company
5.Other, please specify:
4. Health
PART II: EVALUATE FACTORS EFFECT TOURISTS SATISFACTION
2. ACCOMMODATION QUALITY factor
Please rate your level of agreement or disagreement with the relevant statement for the following
items on the scale from 1(definitely disagree), 2(disagree), 3(somewhat agree), 4( agree), to 5(
definitely agree).
1 The room is sanitary and comfortable, with a reasonable
1
2
3
4
5
design.
2 Professional and friendly staffs
1
2
3
4
5
3 Friendliness of staff
1
2
3
4
5
4 The accommodation has beautiful View and good location
1
2
3
4
5
(near the beach/downtown)
5 Quality of food at accommodation is good
1
2
3
4
5
6 Security at the accommodation is guaranteed.
1
2
3
4
5
7 Overall, I was satisfied with the quality of Accommodation
1
2
3
4
5
service at NinhThuan
8 The coach is clean & tidy
9 The seat and the personal space around my seat is comfort
10 Safety of the coach is reliable
1
1
1
2
2
2
3
3
3
4
4
4
5
5
5
-80-
11 In general, to me, transportation services that were supplied
during the tour were good.
12
13
14
15
16
Service attitude of the restaurant’staffs
Sanitary of restaurant
I can enjoy the local unique cuisine at restaurant
Food quality – fresh, good taste, variety and hygiene
Overall, I was pleased with the quality of restaurant
services.
17 Frequency of shopping is appropriate
18 Shopping stores fit in with the needs of tourists
(ex: have local unique products)
19 Duration in shopping stores is appropriate
20 In general, i was satisfied with the orgnaization of shopping
activities
21 Frequency of shopping is appropriate
22 Provided detailed descriptions of the contents of optional
tours(about
the landscape, relaxation activities, etc)
23 The price of optional tours is reasonable
24 The optional tour has variety tour programes(with many
activities)
1
2
1
1
1
1
1
2
2
2
2
2
3
4
3
3
3
3
3
5
4
4
4
4
4
5
5
5
5
5
1
1
2
2
3
3
4
4
5
5
1
1
2
2
3
3
4
4
5
5
1
1
2
2
3
3
4
4
5
5
1
1
2
2
3
3
4
4
5
5
25
26
27
28
29
30
Overal, the optional tours are reasonable
Tour leader has a good presentation ability
Has professional ability with friendly attitude
Has ability in solving the unforeseen things
Overall, tour leader of the tour(s) was professional.
31
32
33
Friendliness and helpfullness of local people
Attitude of local shopkeppers
Local people don’t discriminate against tourists
1
1
1
2
2
2
3
3
3
4
4
4
5
5
5
34
Overall, I were satisfied with attiitute of the locals
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
35
36
37
38
39
I will recomment this package tour to my friends and
relatives
I intend to say good things about this destination to
others.
Encourage my friends and relatives to choose this
tour
I intend to continue choosing this tour to NinhThuan
in future
1
1
1
1
1
1
2
2
2
2
2
2
3
3
3
3
3
3
4
4
4
4
4
4
5
5
5
5
5
5
-81-
40
I am satisfied with my experiences in the tour to
NinhThuan
Overall, I am satisfied with this tour
This tour has met my expectations.
I have had the pleasurable journey in NinhThuan.
41
42
43
1
2
3
4
5
1
1
2
2
3
3
4
4
5
5
What did you like most about this destination?
What did you dislike most about this destination?
PART III: DEMOGRAPHIC
Gender
Age
-
-
Income ( Million VND / month):
-10
Above 20
millions
Marital status:
Occupation:
Thank you for your cooperation in completing this questionnaire! Good luck!
-82-
APPENDIX B
EFA for independent factors
Table: Total Variance Explained
Initial Eigenvalues
Compo
nent
Total
Extraction Sums of Squared
Loadings
% of
Cumulativ
Variance
e%
Total
% of Cumulat
Variance ive %
Rotation Sums of Squared
Loadings
Total
% of
Variance
Cumulati
ve %
1
4.222
14.558
14.558
4.222
14.558 14.558
3.525
12.156
12.156
2
3.661
12.623
27.181
3.661
12.623 27.181
3.466
11.952
24.108
3
3.019
10.410
37.591
3.019
10.410 37.591
2.877
9.922
34.031
4
2.624
9.050
46.641
2.624
9.050 46.641
2.564
8.841
42.872
5
2.226
7.675
54.316
2.226
7.675 54.316
2.340
8.070
50.942
6
1.898
6.544
60.859
1.898
6.544 60.859
2.244
7.738
58.680
7
1.533
5.288
66.147
1.533
5.288 66.147
2.165
7.467
66.147
8
.847
2.920
69.067
9
.802
2.766
71.832
10
.709
2.445
74.277
11
.625
2.155
76.432
12
.614
2.117
78.550
13
.575
1.983
80.533
14
.558
1.925
82.457
15
.519
1.791
84.249
16
.497
1.714
85.963
17
.483
1.666
87.629
18
.419
1.446
89.076
19
.396
1.365
90.441
20
.376
1.298
91.739
21
.352
1.214
92.954
22
.345
1.190
94.144
23
.313
1.080
95.224
24
.300
1.034
96.257
25
.265
.912
97.170
26
.243
.836
98.006
27
.213
.736
98.742
28
.193
.667
99.409
29
.171
.591
100.000
-83-
Table: Total Variance Explained
Initial Eigenvalues
Compo
nent
Total
Extraction Sums of Squared
Loadings
% of
Cumulativ
Variance
e%
Total
% of Cumulat
Variance ive %
Rotation Sums of Squared
Loadings
Total
% of
Variance
Cumulati
ve %
1
4.222
14.558
14.558
4.222
14.558 14.558
3.525
12.156
12.156
2
3.661
12.623
27.181
3.661
12.623 27.181
3.466
11.952
24.108
3
3.019
10.410
37.591
3.019
10.410 37.591
2.877
9.922
34.031
4
2.624
9.050
46.641
2.624
9.050 46.641
2.564
8.841
42.872
5
2.226
7.675
54.316
2.226
7.675 54.316
2.340
8.070
50.942
6
1.898
6.544
60.859
1.898
6.544 60.859
2.244
7.738
58.680
7
1.533
5.288
66.147
1.533
5.288 66.147
2.165
7.467
66.147
8
.847
2.920
69.067
9
.802
2.766
71.832
10
.709
2.445
74.277
11
.625
2.155
76.432
12
.614
2.117
78.550
13
.575
1.983
80.533
14
.558
1.925
82.457
15
.519
1.791
84.249
16
.497
1.714
85.963
17
.483
1.666
87.629
18
.419
1.446
89.076
19
.396
1.365
90.441
20
.376
1.298
91.739
21
.352
1.214
92.954
22
.345
1.190
94.144
23
.313
1.080
95.224
24
.300
1.034
96.257
25
.265
.912
97.170
26
.243
.836
98.006
27
.213
.736
98.742
28
.193
.667
99.409
Extraction Method: Principal
Component Analysis.
-84-
Table: Rotated Component Matrixa
Component
1
KS6
.813
KS1
.787
KS5
.769
KS4
.723
KS2
.720
KS3
.662
2
3
NH3
.877
NH5
.844
NH2
.835
NH1
.790
NH4
.752
NDT1
.891
NDT2
.857
NDT3
.802
NDT4
.786
4
TourTC4
.885
TourTC1
.789
TourTC2
.762
TourTC3
.653
5
MS4
.869
MS1
.868
MS2
.829
6
XDD5
.864
XDD2
.836
XDD4
.784
7
ND4
.805
ND1
.722
ND2
.695
ND3
.612
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 6 iterations.
-85-
EFA for dependent factors
Table 4. 26: Total Variance Explained
Initial Eigenvalues
Facto
Total
% of
Variance
Extraction Sums of Squared Loadings
Cumulative %
% of
Variance Cumulative %
Total
Rotation
Sums of
Squared
Loadingsa
Total
1
4.865
69.501
69.501
4.655
66.507
66.507
4.490
2
1.005
14.352
83.853
.694
9.919
76.426
3.180
3
.378
5.398
89.251
4
.345
4.930
94.181
5
.217
3.105
97.286
6
.128
1.829
99.115
7
.062
.885
100.000
Extraction Method: Principal Axis Factoring.
a. When factors are correlated, sums of squared loadings cannot be added to obtain a total variance.
Table 4.27: Pattern Matrixa
Factor
1
2
TT1
.940
TT2
.922
TT3
.855
HL2
.807
HL4
.804
HL1
.900
HL3
.777
Extraction Method: Principal Axis Factoring.
Rotation Method: Promax with Kaiser Normalization.
a. Rotation converged in 3 iterations.
-86-
[...]... includes factors of package tours such as: Quality of Acommodation, transportation, restaurant, shopping activities, optional tours, local people, and tourists’ satisfaction, tourists’ loyalty The main results indicate that Quality of Acommodation, transportation, shopping activities, local people, have a posity effect on tourist satisfaction Factors as Quality of Optional tour, and Quality of restaurant... that in An Examination of the Effects of Motivation and Satisfaction on Destination Loyalty: A Structural Model of Yoon and Uysal (2005), Dimensions of Tourist Satisfaction with a Destination Area of Pizam, Neumann and Reichel (1978), Tourist satisfaction: A view from a mixed international guided package tour of Bowie & Chang (2005), Senior Tourists’ Purchasing Decisions in Group Package Tour (Wang,... particular? What are factors that effect tourist satisfaction to Ninhthuan package tour (NPT) services? 2 Objectives Based on the above situation, this study is to: - To identify factors influencing tourist satisfaction to package tour services at NinhThuan destination - To investigate the impact of tourist satisfaction to NinhThuan package tour on intention to return - To draw managerial implications... factors Rittichainuwat, Qu, and Mongkhonvanit (2006) studied the collective impacts of a bundle of travel determinants on repeat visitation to Thailand and determined tourist satisfaction attributes in the categories of shopping, restaurants, hotels, transportation, attractions, environment, and local residents’ attitudes Qu and Li (1997) in The characteristics and satisfaction of mainland Chinese visitors... has positive effect on loyalty 2.4 Summary This chapter discussed the importance of customer satisfaction as well as package tours in tourism industry, the necessity for a study on the antecedents & cosequences of tourist satisfaction of package tours The previous studies on tourist satisfaction of package tours, factors effect tourist satisfaction of package tour as accommodation, restaurant, transportation... satisfaction to package tours and its antecedents 2.1.2.1 Tourist satisfaction Satisfaction is an overall customer attitude towards a service provider, or an emotional reaction to the difference between what customers anticipate and what they -19- receive, regarding the fulfillment of some needs, goals or desire” (Hansemark and Albinson, 2004) According to Danaher & Haddrell (1996) and Som & Badarneh... restaurant service has positive effect on tourists satisfaction H4: Quality of Shopping activities operation has positive effect on tourist satisfaction H5: Quality of Optional tours has positive effect on tourist satisfaction H6: Professionalism of tour leader has positive effect on tourist satisfaction H7: Quality of transportation has positive effect on tourist satisfaction H8: Tourist satisfaction. ..Abstract Tourists satisfaction is the most important thing in tourism industry, and Package tours are the most choosen type for traveling of tourists in Vietnam This research identify factors influencing tourist satisfaction to package tour services at NinhThuan destination and investigate the impact of tourist satisfaction to NinhThuan package tour on intention to return The research proposed a. .. the beach/downtown) 5 Quality of food at accommodation is good 6 Security at the accommodation is guaranteed 7 Overall, I was satisfied with the quality of Accommodation service at NinhThuan Quality of Transportation Service 1 The coach is clean & tidy 2 The seat and the personal space around my seat is comfort 3 Safety of the coach is reliable 4 In general, to me, transportation services that were... instruments and data collection procedures to ensure that appropriate questions are being asked, the right data will be collected, and the data collection methods will work 3.5 Data collection 3.5.1 Data sources This research used two main sources of data that were primary data and secondary data -36- While the primary data was collected from the field survey, this is the kind of information that was found ... cosequences of tourist satisfaction of package tours The previous studies on tourist satisfaction of package tours, factors effect tourist satisfaction of package tour as accommodation, restaurant, transportation... tourist satisfaction to package tour services at NinhThuan destination - To investigate the impact of tourist satisfaction to NinhThuan package tour on intention to return - To draw managerial implications.. .TOURIST SATISFACTION: ANTECEDENTS AND CONSEQUENCES A CASE STUDY OF PACKAGE TOURS AT NINHTHUAN In Partial Fulfillment of the Requirements of the Degree of MASTER OF BUSINESS ADMINISTRATION
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