MaiThiHieuNhi TV pdf ATTRIBUTES AFFECTING TOURIST SATISFACTION AND BEHAVIORAL INTENTION IN HOMESTAY A CASE STUDY OF HOMESTAY PROGRAM IN HOI AN, VIET NAM MAI THI HIEU NHI ID 14PB925 ACADEMIC ADVISOR PR[.]
ATTRIBUTES AFFECTING TOURIST SATISFACTION AND BEHAVIORAL INTENTION IN HOMESTAY: A CASE STUDY OF HOMESTAY PROGRAM IN HOI AN, VIET NAM MAI THI HIEU NHI ID: 14PB925 ACADEMIC ADVISOR: PROFESSOR EIJI MOTOHASHI This thesis has been submitted in partial fulfillment of the requirements for the degree of Master of Business Administration Graduate School of International Social Sciences Yokohama National University January 2016 i せ᪨ ࡇࢀࡲ࡛㸪ᮾ༡ࢪࡢほග᪑⾜ඛ࠾ࡅࡿὶ⾜ࡢᅾሙᡤࡢ࣮࣒࣍ ࢫࢸᐈࡢ‶㊊ᗘ᪑⾜┠ⓗᙳ㡪ࢆ࠼ࡿせᅉࡘ࠸࡚㸪㐣ཤࡢほග࣐ ࣮ࢣࢸࣥࢢࡢ◊✲࡛ࡣᴫᛕⓗ࡞⌮ゎࡀ༑ศ࡛࠶ࡗࡓ㸬ᮏ◊✲ࡣ㸪‶㊊ 㸭‶㊊࠸࠺ほⅬࡽྛᒓᛶࡢḟඖࢆ㆑ูࡍࡿࡇࡼࡾࡇࡢ㊊ࢆ⿵ ࠺㸬ࡉࡽ㸪ᮏ◊✲ࡣほගᴗࡔࡅ࡛࡞ࡃࡢࢧ࣮ࣅࢫᴗ࠾࠸࡚ࡶ᭷⏝࡞㸪 ᒓᛶ㸪㠀ᨭᣢ㸪‶㊊㸪᪑⾜┠ⓗࡢ㛫ࡢ㛵ಀ㛵ࡍࡿᴫᛕࣔࢹࣝࢆᵓ⠏ࡍࡿ㸬 ᐃᛶⓗᡭἲᡂศศᯒࡸ㔜ᅇᖐศᯒ࡞ࡢᐃ㔞ⓗᡭἲࢆ⏝࠸ࡿࡇࡼ ࡾ㸪‶㊊㛵ࡍࡿ ࡘࡢᅉᏊ ࡘࡢ‶㊊㛵ࡍࡿᅉᏊࡀぢࡘࡾ㸪ࡑ ࢀࡽࡀ㠀ᨭᣢᑐࡋ࡚᭷ពᙳ㡪ࢆ࠼ࡿࡇࡀ᫂ࡽ࡞ࡗࡓ㸬ࡲࡓ㸪 ࡑࢀࡽࡢᅉᏊࡢ୰࡛᭱ࡶ㔜せ࡞ᅉᏊࡣ㸪࣍ࢫࣆࢱࣜࢸ౯᱁ရ㉁ࡢ㛫 ࡢጇᙜᛶ࡛࠶ࡗࡓ㸬ᮏ◊✲ࡢ⤖ᯝࡣ㸪㠀ᨭᣢࡀ‶㊊ᗘࡢᒓᛶࡢᙳ㡪ࢆㄪ⠇ ࡍࡿ‶㊊ᗘᙧᡂࣉࣟࢭࢫࡢ☜ドⓗᴫᛕࣔࢹࣝࡋ࡚㸪࣮࣒࣍ࢫࢸࣉࣟࢢ ࣒ࣛ࠾ࡅࡿ᪑⾜ᐈࡢ‶㊊ᗘࡸ᪑⾜┠ⓗࡢᨵၿ࠾࠸࡚㸪ᨻᗓࡢ࣮࣒࣍ࢫ ࢸᢸᙜ⪅ࢆຓࡍࡿࡇࡀ࡛ࡁࡿ㸬 ii ABSTRACT Recently there has been a conceptual gap in tourism marketing literature about the research on factors affecting tourist satisfaction and behavioral intention in homestay – a prevalent kind of lodging in Southeast Asian tourism destinations This study fills the gap by identifying the dimensions of attributes in terms of satisfaction and dissatisfaction Moreover, the study establishes a conceptual model of the relationship among attributes, disconfirmation, satisfaction and behavioral intention that is useful not only for tourism but also other services By using qualitative method and then quantitative methods such as principal component analysis, multiple regression analysis, three factors of attribute satisfactions and two factors of attribute dissatisfactions found and had significant influences on disconfirmation Among those factors, the most important factors are hospitality and inappropriateness between price and quality Importantly, the result of this study, which is the confirmed conceptual model of satisfaction formation process in which disconfirmation mediates the effect of attributes on satisfaction, also assists homestay managers of local government in improving tourist satisfaction and behavioral intention with their homestay program iii LIST OF FIGURES Figure 2.1: Attribute – based satisfaction model (Oliver 1993) 10 Figure 2.2: Proposed model of satisfaction formation process 14 Figure 3.1: Model of mediator (Baron and Kenny, 1986) 23 Figure 4.1: Reason of staying in Hoi An homestay 27 Figure 4.2: Activities and services in Hoi An homestay 29 Figure 4.3: Reasons why guests did not participate activities/services in Hoi An homestay 30 Figure 4.4: Attribute satisfaction in Hoi An homestay 31 Figure 4.5: Attribute dissatisfaction in Hoi An homestay 32 Figure 4.6: The likelihood of Revisit and Recommendation Hoi An homestay 33 iv LIST OF TABLES Table 1.1: Result of homestay business in Hoi An, Viet Nam (2013-2014) Table 3.1: Homestay attributes before pilot test 16 Table 3.2: Homestay attributes after pilot test 18 Table 4.1: Respondents’ Background 28 Table 4.2: KMO and Bartlett's Test of the factor analysis of attribute satisfaction 35 Table 4.3: Total Variance Explained of the factor analysis of attribute satisfaction 36 Table 4.4 Rotated Component Matrix for 12 variables of Attribute Satisfaction 37 Table 4.5: KMO and Bartlett's Test of the factor analysis of attribute dissatisfaction 38 Table 4.6: Total Variance Explained of the factor analysis of attribute dissatisfaction 40 Table 4.7: Rotated Component Matrix for 11 variables of attribute dissatisfaction 41 Table 4.8: Regression of the factors of attributes on disconfirmation 43 Table 4.9: Multiple regression of benefits disconfirmation and problems disconfirmation on satisfaction 43 Table 4.10: Two simple regressions of satisfaction and intention behavior 44 Table 4.11: Disconfirmation of Benefits as a mediator between Attribute Satisfaction and Satisfaction (Sig value = 05) 46 Table 4.12: Disconfirmation of Problems as a mediator between Attribute Dissatisfaction and Satisfaction (Sig value = 05) 47 v LIST OF ABBREVIATIONS UNESCO: The United Nations Educational, Scientific and Cultural Organization DIS.BENEFIT: Disconfirmation of Benefits DIS.PROBLEM: Disconfirmation of Problems PCA: Principal Component Analysis KMO: Kaiser–Meyer–Olkin SAT: satisfaction HOSP.: Hospitality EXPE.: Experience APPR.: Appropriateness CONV.: Convenience ENGL.: English BenefitDIS.: Disconfirmation of Benefit ProblemDIS.: Disconfirmation of Problem vi TABLE OF CONTENTS ABSTRACT ii LIST OF FIGURES iii LIST OF TABLES iv LIST OF ABBREVIATIONS v TABLE OF CONTENTS vi CHAPTER I: INTRODUCTION 1.1 Research problem 1.2 Purpose of the research 1.3 Scope of the study CHAPTER II: LITERATURE REVIEW 2.1 Consumer satisfaction and tourist satisfaction 2.1.1 Consumer satisfaction 2.1.2 Tourist satisfaction 2.2 Attribute performance 2.3 Expectancy disconfirmation theory 2.4 Behavioral Intention 12 2.5 Research gap 13 2.6 Proposed model 13 2.7 Hypotheses 14 CHAPTER III: METHODOLOGY 15 3.1 Qualitative method 15 3.2 Quantitative method 19 3.2.1 Principal Component Analysis (PCA) 19 3.2.2 Measurement 23 CHAPTER IV: RESULT 27 4.1 Descriptive results 27 4.1.1 Tourists’ background 27 4.1.2 Activities and services in homestay 28 4.1.3 Satisfaction and Dissatisfaction with attributes in homestay 30 4.1.4 Intention to revisit and recommendation 33 4.2 Factor Analysis 33 4.2.1 Factor analysis of attribute satisfaction 33 4.2.2 Factor analysis of attribute dissatisfaction 38 4.3 Regression analysis 42 CHAPTER V: DISCUSSION AND CONCLUSION 48 5.1 Factors of satisfaction and disatisfaction 48 5.2 Tested model 49 5.3 Managerial implication, limitations and recommendation for further research 50 5.3.1 Managerial implication 50 vii 5.3.2 Limitations and further research 51 ACKNOWLEDGEMENTS 53 APPENDIX REFERENCES