Sự hài lòng và ý định hành vi của khách du lịch tại các điểm du lịch sinh thái của sapa (tỉnh lào cai)

Trang 1 TOURISTS’ SATISFACTION AND BEHAVIORAL INTENTION IN ECO-TOURISM SITES OF SAPA LAO CAI PROVINCE A DISSERTATION PAPER Presented to The Faculty of the School of Graduate Studies Cent

INTRODUCTION

Background and Rationale of the Study

Measuring tourists‟ satisfaction had become one of the well-received topics for tourism researching in recent years (Chen & Qiu, 2013) In addition, the connection between tourism's satisfaction and behavioural intention was supposed to be meaningful notice for both discoverers and scholars because this is the main reason to gain market share in the industry of tourism (Wayans et al, 2019) As one kind of tourism, ecotourism was proposed to meet the rising needs of essential tourism markets with high earnings, but also actively provide the preservation of natural and different values, biology, local culture and community development

Currently there are many studies on ecotourism and tourism‟s satisfaction and behavioral intentionin the World such as the relationship between the perception, satisfaction and destination loyalty of Korea‟s eco-tourists (Kim & Park, 2017); The research on a reality case in National Scenic Area named Dapeng Bay in service quality, the image of destination, the quality of service, satisfaction and behavioral intention (Lee, Pan & Chung, 2019); Chan

(2016) showed that international tourists‟satisfaction on Weh Island Indonesia with sea tourism, especially snorkeling and diving; The experience and intention of trip repeater at the port of destination were affected by the image of destination (Toudert and Bringas-Rábago, 2016); Residents' willing to take part in ecotourism (Zhang & Lei, 2012); In Vietnam, many authors are interseted in perceptions of local people in tourism influence such as an example of Cuc Phuong national park (Pham & Kayat, 2011); In addition, Hương & Huy checked local people‟ point of view and their taking part in development of tourism in Ba Be National Park (Hương & Huy 2013) Khuong & Luan examined main points that affected the perception of tourists and their satisfaction with Cat Tien National Park However, there are not many studies on relationship among tourists‟ perception, satisfaction and the evaluation of tourist in ecotourism in Vietnam (Khuong & Luan, 2015)

Vietnam's territory has three-quarters of mountainous and highland terrain, thousands of islands, about 3,200 km of coastline, inhabited by ethnic communities rich in historical traditions and cultural identities, unique, as well as typical ecosystems, which are advantageous cases for eco-tourism development in Vietnam Vietnam Tourism Development Strategy (2016) identified ecotourism as one of the first concern

The unique topography and climate, unspoiled pure nature, identical mountains have created beautiful landscapes and extremely rich ecosystems for the Northern Uplands

Besides, there is the diversity and attraction of the colorful traditional life of ethnic minorities These are the factors that make up the high specificity of tourism in the Northern mountainous region compared to other regions across the country that can be oriented to develop according to the priority priority product lines According to the strategy of developing 7 tourist regions, the Northern Mountain Region needs to develop towards ecotourism and ethnic minority culture The ecotourism development in Vietnam northern mountains is accordant with the national tourism development strategy, and the national economic and social developing planning and other sectors‟s economics; ensure a fast, efficient and sustainable speed in a comprehensive economic, political, cultural, social, environmental and security and defense context with the preservation of nature, conservation and improvement of historical culture values Typical tourism products of Northern mountains are cultural and ecological tourism related to understanding the ethnological identities of racial minorities In the Northern Mountain Region, Lao Cai province is identified as the important tourist centers for tourism growth of the region and the whole country The Prime Minister signed Decision No 1927 / QD-TTg, dated December 1, 2017, recognizing Sa Pa Tourist Area of Lao Cai Province as a national tourist area

Based on the Decision No 1845 / QD-TTg, (September 26, 2016) of the Prime Minister approving comprehensive zoning plan for the success of Sa Pa National Tourist Area in Lao Cai province by 2030, ecotourism is one of the main products in the development orientation of Sapa

In year 2020, the tourism industry was heavily affected by the NCovid 19 According to a report by the Department of Culture, Sports and Tourism of Lao Cai, the total number of visitors to Lao Cai reached over 2.2 million (down 57.9% over the same period in 2019, reaching 86% of the plan) In which, international visitors reached 100,840 arrivals (down 87.5% over the same period in 2019); Domestic tourists reached over 2 million arrivals (down 52% over the same period in 2019) Total tourism revenue reached 6,370 billion, (down 66.8% over the same period) Thus, in 2020, Lao Cai's strong industries such as commerce, tourism, accommodation, food and transportation services will all decrease compared to 2019 because of the influence of the NCovid-19 all aspects of socio-economic life, especially tourism Specifically: Service revenue in 2020 of accommodation decreased by 29.02% over the same period, food and beverage revenue decreased by 11.2%, travel revenue decreased by 51.96% Plan No 1749 was issued to launch "Vietnamese people travel to Vietnam" program (The Ministry of Culture, Sports and Tourism, 2020) The program duration was 6 months (from June 1 to December)

The main activities which were mentioned in the program included ecouraging communication activities, developing potential tourism places and products; the local provinces reopened tourism activities, ensuring security against epidemic 19 and a willingness to attract tourists Moreover, the tourism industry developed and deployed incentive packages such as introducing packages with promise of suppliers about price and service according to the package tour or partial services However, Sapa was influenced by epidemic 19 The number of tourist has a sharp decrease In my opinon, these methods mentioned above are really necessary, which helped tourism overcome this difficult situation

Sa Pa (Lao Cai) was selected by the travel site Trips to Discover (USA) as one of the 14 Asia amazing destinations in early July 2020 Therefore, analysis of factors affecting tourists‟ satisfaction and behavioral intention is important for tourism management (Torres-Sovero et al, 2012) The focus is how to welcome more visitors to this area, which led the author to conduct this topic The analysis of tourists‟ satisfaction and tourists‟ behavioral intention in ecotourism sites in Sapa (Lao Cai province) is a great help in order that Sapa can overcome this challenging period.

Objectives

The research‟s aim is to determine tourists‟ satisfaction and their behavioral intention to travel to eco-tourism destinations of Sapa for the Year 2020

Exactly, this research seeks responses to objectives bellowed:

(1) Describe the profile of the respondent‟s items of gender, age, tourist type, occupation, marital status, education level, and average monthly income

(2) Describe the differences in factors influencing tourist satisfaction according to profile of tourists

(3) Describe the differences in factors influencing tourists‟ satisfaction of the eco-tourism destinations of Sapa as perceived by respondents

(4) Describe the differences of tourist‟s satisfaction on tourist‟s behavioral intentions to pay more, to return, and to recommend to friends and relatives

(5) Propose solutions to improve tourist‟s satisfaction for eco-tourism destinations in Sapa and their behavioral intentions

The hypotheses are expressed belowed:

H 01: There is not a difference in factors influencing tourist satisfaction according to profile of tourists

H02: There are not differences in factors that significantly influence the tourists‟ satisfaction of eco-tourism destinations Sapa as perceived by the respondents

H 03 : There is not a difference in factors significant influence of tourist‟s satisfaction on the behavioral intentions of tourists to pay more, to return, and to recommend to friends and relatives

Theoretical Framework

Behavioral intention can be explained by both satisfaction (Petrick and Backman, 2002) Repurchase behavior was influenced by consumer satisfaction (Anderson and Sullivan, 1993) Standard and criterion for endurable ecotourism in KBR Region, Developed at Yuksam, West Sikkim was shown that Factors which influenced touris‟s satisfaction involved preserving of Ecosystem Health; preservation of traditional value; facilitating environment and cultivating environmental awareness

Figure 1.1: Perceivied destination quality and behavioural intentions of rural tourism destinations in Malaysia

Nair, Hussain, Chiun, Ragavan, Rajaratnam, Sharif & Munikrishnan beleived that Destination quality will result in Customer Satisfaction In adition, Satisfaction had a direct influence onbehavioral intentions (Nair, Hussain, Chiun, Ragavan, Rajaratnam, Sharif & Munikrishnan, 2015)

Previous Visits Type of Tourists

Figure 1.2: The premise and intermediate model

This figure was seen as comprehensive about the quality of service Beside giving a closer comprehension of service quality concepts, the figure showed the prerequisite, mediation, and outcome of service quality as the elements that are considered prerequisites better customer behavioral intents The framework of Dabholkar et al focuses on the problem : What is the role of actual purchase behavior and buying intention influencing customers' evaluations of service‟s quality and their satisfaction? What are the premisees of buyers‟ satisfaction as it relates to the origin of service‟s quality?

Figure 1.3: Model of Experience value, Satisfaction and Behavioral intentions

(Source: Amoah, F., Radder, L., & van Eyk, 2016)

Atmosphere Enjoyment Entertainment Escape Efficiency Excellence Economic value

Antecedents Model of Service Quality

Mediator Model of Customer Satisfaction

One of the main ponts which made destination marketing successful was the selection and the decision to revisit destination were influenced by travelers‟ satisfaction (Žabkar et al., 2010; Amoah, F., Radder, L., & van Eyk, 2016)

Figure 1.4: Impacts of Tourist Perception, Destination Image and Tourist satisfaction on

Rajesh found that the antecedent of Destination loyalty that indicated an intent to acquire or revisit as well as conduct word of mouth was influenced by Destination Image, Tourist Perception, and Tourist satisfaction The factors involved in the perception of tourist was natural attractions; travel environment; historical & cultural attraction; relaxation; accessibility, and value & price (Rajesh, 2013)

D Buhalis proposed attraction, accessibility, amenities, the available ancillary packages, activities and services were the six key compo nents of a destination (Buhalis, 2000)

Tribe and Snaithe mentioned that three vital study tools were proposed to analyze the quality and consumer satisfaction‟s concepts Tribe and Snaith contributed to a fourth tool called HOLSAT (holiday satisfaction)

It could be seen that the HOLSAT model of Tribe and Snaith emphasized the factor that meets the satisfaction of visitors with service‟s quality received The model emphasized on tourists' evaluation of service performance can meet good expectations of the tourist or the beneficiary The HOLSAT model had emphasized the satisfaction factor of tourists, the main service object of the tourism industry, so that changes could be made, recommendations and policies were appropriate for tourism development (Tribe and Snaithe, 1998)

Attractions Accessibility Lodging Dining Environment Shopping Events &

Revisit Word of Mouth Recommending others

Conceptual Framework

Figure 1.5: Proposed Conceptual Framework in this study

(Source: synthesized by the author)

The research‟s conceptual framework has 3 following components:

The antecedent variable is personal outline of tourists who visited Ecotourism sites of

Sapa, Lao Cai province in terms of age, marital status, gender, tourist type, educational level, monthly income and occupation

The independent variables are factors affecting Tourists‟ satisfaction of Ecotourism destinations in Sapa, 7 main factors affecting Tourists‟ satisfaction of Ecotourism destinationsidentified such as Eco-system Health, Historical & Cultural Attraction, Amenities, Accommodation, Food, Occupation and Safety & Security

The dependent variables are Tourist‟s Satisfaction and behavioral intentions at

The Operational Definitions

Tourism was meant activities involved in visiors' travels that were not their regular places of dwelling for a period not exceeding 01 consecutive year so as to meet the demands of visiting, relaxating, entertaining, learning and discovery of natural resources or in combination with other lawful goals (Vietnam tourism law, 2017)

Antecedent variables Independent Variable Dependent Variables

Tourists‟ Satisfaction of Ecotourism destinations in Sapa

 Recommend to relatives and friends

Table 1.1 Operational definitions in this study

Gender This code relates to sexes of tourists (male and female)

Age This code relates to the age of tourists Tourist Type This code relates to type which tourists chose when travelling such asbuying tour, buying tourism package (involved in transportation and accommodation) or Self-sufficient

Marital status This code relates to tourists‟ marital status such as Single;

Married Or Others Education level This code relates to literary/ academic level of tourists such as

High school graduate; College graduate; Postgraduate Occupation This code relates to tourists‟ job such as Student; Workers;

Teacher/ Lecturer; Business; Housewife; Staff or Others Average monthly income This code relates to money tourists earn monthly

Tourists’ perception This code relates to perception of tourists when experiencing Historical & cultural attraction

This code relates to the perception of local community involve in ecotourism destinations Amenities This code relates to the perception of infrastructure quality in ecotourism destinations Ecosystem Health This code relates to the perception of Ecosystem health and

Environment protection in ecotourism destinations Safety andSecurity This code relates toSafe security of destinations such as Political situation; situation of robbery, pickpockets; fire and explosion prevention

Accommodation This code relates tothe perception of accommodation service for tourists at destinatiom Food This code relates to the perception of food for tourists at destinatiom

Tourists' satisfaction This code relates to the level of tourists‟ satisfaction when travelling

This means the behavior of tourist when travelling and after travelling

Intention to pay more This code relates to tourists‟ spending more

Intention to return This code relates to intention of tourist to revisit

Intention to introduce to friends and relatives

This code relates to introducing suppliers/ destinations to other customers

(Source: summarized by the author)

Based on table 1.1, Gender relates to sexes of tourists (male and female); Agerelates to the age of tourists ; Tourist Type relates to type which tourists chose when travelling such asbuying tour, buying tourism package (involved in transportation and accommodation) or Self-sufficient; Marital status relates to tourists‟ marital status such as Single; Married Or Others; Education level relates to literary/ academic level of tourists such as High school graduate; College graduate; Postgraduate; Occupation relates to tourists‟ job such as Student; Workers; Teacher/ Lecturer; Business; Housewife; Staff or Others; Average monthly income relates to money tourists earn monthly; Tourists‟ perception relates to perception of tourists when experiencing; Historical & cultural attraction relates to the perception of local community involve in ecotourism destinations; Amenities relates to the perception of infrastructure quality in ecotourism destinations; Ecosystem Health relates to the perception of Ecosystem health and Environment protection in ecotourism destinations; Safety and Security relates to Safe security of destinations such as Political situation; situation of robbery, pickpockets; fire and explosion prevention; Accommodation relates to the perception of accommodation service for tourists at destinatiom; Food relates to the perception of food for tourists at destinatiom; Tourists' satisfaction relates to the level of tourists‟ satisfaction when travelling; Tourists‟ behavioral intention means the behavior of tourist when travelling and after travelling; Intention to pay more relates to tourists‟ spending more; Intention to return relates to intention of tourist to revisit; Intention to introduce to friends and relatives relates to introducing suppliers/ destinations to other customers.

Significance of the Study

The research contributes to systematizing and clarifying theoretical and practical issues about tourist‟s satisfaction and behavioral intention at ecotourism destinations in Sapa (Lao Cai province)

 This research contributes to proposing the system‟s scale for factors studying visitors‟ satisfaction with an ecotourism destination and their behavioral intentions

 Toursim company or agencies: This research helps agencies and the tourism industry to have a correct view of the service they are offering because this study shows tourist‟s perception of Sapa's ecotourism destinations, the level and influence of tourists‟ satisfaction on tourist‟s behavioral intention, from which managers of the companies can overcome weaknesses so as to improve visitors‟ satisfaction and behavioral intention

 Local government: Identifying the relative importance of factors will help local government pay attention to resources which have the most influence on visitors‟ satisfaction and attract more visitors to Ecotourism sites of Sapa Also, the suggestions of the study will give the development policies to support local industry

 Researchers: The results of the study will be the suggestion for the upcoming studies on visiors‟ satisfaction and intentional behavior when traveling in ecotourism destinations in other areas

 Tourists: The tourists who will get benefits from the research because they will get higher quality service because other stake holders will try to make their service better based on the research‟s results

 Local people: They are people who will enjoy fresher evironment because they are trained of environment protection

 Nature environment: The nature environment will be protected more effectively because ecosystem health will be more concerned.

Scope and limitation

 The respondents are domestic tourists traveling to ecotourism sites of Sapa (Lao Cai province), they may be first time visitors to Sapa or they have been to Sapa before They can be tourists within the province or other provinces of Vietnam

The research content of the topic is mainly:

 Survey of factors explaining tourist satisfaction when traveling to ecotourism sites of Sapa (Lao Cai province)

 Research on a theoretical model of the perception of destination quality - satisfaction - behavioral intention in the tourism industry

Scope limitation of the research

 The research scope of the topic is limited in the area of some eco-tourism spots of Sapa in Lao Cai province such as Ham Rong Mountain, Hoang Lien National Park, Fansipan Mountain, Muong Hoa valley and Cat Cat village

 Limit your time to study: The time for collecting secondary documents and writing proposal is from January 2020 to September 2020, the time of primary data collection is from November to December 2020 Data analysis time is from January to March

2021, Writing final dissertation time is from April to June 2021

Although convenient and predictive random selection method in this study has the advantage of simplicity and ease of implementation, its reliability is not high despite the experience of experts and researchers

Due to limited time and the influence of NCOVID 19, the study focused only ondomestic tourists in ecotourism sites of Sapa (Lao Cai Provinces) The authors should further analyze both international tourist and domestic tourists in other sites of Sapa (Lao Cai Provinces) in the future studies

In term of sustainable development, the future studies should focus on government, local people, travel agencies and tourist in order to get the general view.

REVIEW OF RELATED LITERATURE AND STUDIES

Related Literature

Tourists who were defined in chapter 1, Clause 2, Article 3 travelled or combined tourism, except for the case of going to school or working to earn money at the destination (Vietnam tourism law, 2017)

- Tourists who were specified in Chapter 2, Clause 1, Article 10 included domestic tourists, international tourists to Vietnam and tourists going abroad (Vietnam tourism law, 2017)

- Domestic tourists who were specified in Chapter 2, Clause 2, Article 10 were Vietnamese people and foreigners living in Vietnam traveling within the Vietnamese territory (Vietnam tourism law, 2017)

- International tourists to Vietnam who were specified in Chapter 2, Clause 3, Article 10 were foreigners, Vietnamese citizens living in forign countries entering Vietnam for tourism (Vietnam tourism law, 2017)

- Outbound tourists who were specified in Chapter 2, Clause 4, Article 10 were Vietnamese people and foreigners living in Vietnam traveling abroad .(Vietnam tourism law, 2017)

Ecotourism was defines as a kind of tourism dependent on nature, connecting with culture recognition, with the association of local people, combined with enviriment education (Vietnam tourism law, 2017)

“Ecotourism” term was presented at first by Hesctor Ceballos-Lascuráin (Mexico) in

1983 (1987) Up to now, although the researchers presented a lot of definitions of ecotourism, not one official definition has not admitted and standardized (Pham Hong Long, 2007) Of them, some definitions were recognized broadly

Ecotourism was thought of as a type of tourism that caters to nature lovers, traveling, enjoying landscapes or studying ecosystems using specific, natural ecosystems This was a sample of tight and suitable combination between the development of tourism and recommendation of nice places of nation and education such as spreading resources protection of environment and natural sustainably (Le Huy Ba, 2000)

Ecotourism was proposed to tourism to fragile, pristine and often protected areas with little influence and (often) small scale It helped to enlighten tourists, confered funds for preservation, directly gained economic growth and authorizes village people and promotes deference for customs and human rights (Martha Honey, 2008)

UNWTO defined ecotourism as a type of tourism with features belowed:

1 All kinds of nature-based tourism, in which the main motivation for tourists is to observe and appreciate nature as well as traditional cultural features common in natural areas

2 It includes educational and explanatory features

3 Generally, but not by specialized tour operators for small groups The service delivery partners in the destinations tend to be small, locally owned businesses

4 Minimize negative impacts on natural environment and socio-culture

5 It assists in maintaining natural areas used as ecotourism attractions by:

• Generate economic benefits to host communities, organizations and governments that manage natural areas for conservation purposes;

• Provide alternative employment and income opportunities to the community

Le Huy Ba showed that Ecotourism can be tourism and travel to many different countries o Natural tourism o Natural-based tourism o Environmental tourism o Particular tourism o Green tourism o Adventure tourism o Indigenous tourism o Responsible tourism o Sensitized tourism o Cottage tourism o Sustainable tourism

The traveler satisfaction‟s level or "positivity level" is triggered by the destination experience with a tour or sightseeing places, which was the consequence of many views such as such as their perception of the experienced services as well as their expectations (Pratusingsih et al, 2014)

Destination satisfaction was recognized as the degree to which the traveler assessed the destination's characteristics exceeded their expectations about those features (Tribe and Snaith, 1998) Tourism satisfaction was also defined as the degree of satisfaction to tourists' expectations (Akama and Kieti, 2003)

Perceptions were important in understanding the people and behavior of travelers (Fayed, Wafik & Gerges, 2016)

According to Leon G Schiffman, Leslie Lazar Kanuk et al defined customer perceptions as the manner by which an individual choosed, organized and interpreted into a significant and logical picture of the world It meant, perception was what the customer saw or thought about it

The tourist‟ perception was “the tourist's comprehensive perception of the attractions, environment, products and services in the tourist destination (Fan et al., 2012) Tourists received their perceptions through the five senses from various sources such as the media and the internet”

Bolton & Drew asserted that For the same product, not only monetary factors, but also other factors, such as time, personal preference, symbolism and impact quality Perception of perceived value could vary between individuals (Bolton & Drew, 1991)

Post-purchase behavioral intention could be used to predict whether a customer could be a long-term customer and brought a steady profit to the business (Chen and Chen, 2010)

In the first place, it is neccessary to understand ecotourism‟s development in general and in Northern mountain region in particular in different periods, which is demonstrated in Table 2.1 Therefore, Vietnam ecotourism in general and Northern mountain ecotourism in particular have witnessed gradual development

Table 2.1: The development of ecotourism

- “Contribute to preserving the natural and welfare of the local people

“combination of tourism economic development with introduction of national beauty as well as propaganda and protection education, sustainabledevelopment of environment and natural resources”

Cebllos - Lascurain, H (1987) indicated that “Ecotourism is tourism into natural areas with virtually no pollution or disturbance with a special goal: to study, enjoy, appreciate the scenery and wildlife and cultural representations to be found break in these areas”

Ecotourism is tourism in areas that have not yet been changed by humans It must contribute to Nature Reservation and the welfare of the local people (L Hens, 1998)

In Vietnam, during the seminar on "Building ecotourism development strategy in Vietnam" from September 7, 1999 to September 9, 1999 defined ecotourism as: "Ecotourism is a type of tourism based on nature and indigenous culture, associated with environmental education, contributing to conservation and sustainable development efforts, with the active participation of local communities ”

Ecotourism was said to be a kind of tourism that uses specific and nature ecosystems to meet the demand of tourists who love nature scenery or studying ecosystems, which was also a form of close and suitable combination between tourism development and recommendation of national nice places and education such as spreading environment and natural resources protection in a sustainable way (Le Huy Ba, 2000)

The process of urbanization and industrialization, on the one hand, contributes to promoting economic development and improving people's lives; On the other hand, it also causes "problems" for the ecological environment: biological resources and biodiversity have been threatened to an alarming level, environmental resources such as soil, water and air are also on the decline and pollution

Related Studies

According to previous studies, key papers on Internet (Google scholar and ProQuest) were found based on such key words as “tourist‟s satisfaction”, “satisfaction of eco-tourist”,

“behavioral intention” Hundreds of papers were extracted In addition, references about tourist‟s satisfaction and behavioral intention in Vietnam were also collected Based on the citation, the researcher reviewed key related studies

Table 2.2: Related studies or researches on tourist’s satisfaction and behavioral intention

Year The author Title Method Findings Publication

The Study of Destination Image, Service Quality, Satisfaction and Behavioral Intention–an Example of Dapeng Bay National Scenic Area

Descriptive statistical methods, factor analysis and structural equation modeling (SEM)

Service quality and satisfaction were positively influenced by destination image;

Satisfaction was positively influenced by service quality and behavioral intentions

International Journal of Organization al Innovation

Relationships among perceived value, satisfaction, and loyalty:

Community- based ecotourism in Korea

Statistical structure linear relation package (LISREL)

Functional, social and emotional values had been found to have a positive effect on overall values; the overall value and satisfaction of tourists is an important premise for the loyalty of the destination

Journal of Travel & Tourism Marketing

International Tourist Satisfaction In Weh Island Indonesia Using HOLSAT Model

The finding was that international tourists were not satisfied

International Journal of Scientific & Technology Research,

Year The author Title Method Findings Publication

The Impact of Motivations, Perceptions and Satisfaction on Tourists Loyalty

Traveler motivations and perceptions have an effective effect on satisfaction as well as willingness to return, and both motivation and perception significantly affect satisfaction;

Satisfaction and motivation, perception and satisfaction also significantly affect loyalty

International Journal of Hospitality and Tourism Systems

Impact of the destination image on cruise repeater‟s experience and intention at the visited port of call

Partially Minimum Squares (PLS) path

The visit experience, the satisfaction and consumption intent of repeat visitors were affected by the destination image

Factors Affecting Tourists' Satisfaction towards Nam Cat Tien National Park, Vietnam-A Mediation Analysis of Perceived Value

Price, ecology and landscape,the natural atmosphere and the social environment had an impact on tourists‟ satisfaction direct and indirectly Also, tourists‟ perceived value had a significant relationship with tourists‟ satisfaction

International Journal of innovation, management and technology

Year The author Title Method Findings Publication

Impact of tourist perceptions, destination image and tourist satisfaction on destination loyalty: a conceptual model PASOS

Satisfaction structure has been influenced by Entertainment, Sights and Atmosphere, Accommodation,Food, Transportation and Shopping Services The target loyalty structure was affected by the intention to revise, spread word of mouth and introduce it to others

Revista de Turismo y Patrimonio Cultural

Tourist satisfaction as the key to destination survival in Pahang

Positive and negative attributes grouped into six specific types; accessibility, accommodation, travel amenities, tour activities, food / meal and tourist attractions

Procedia- Social and Behavioral Sciences

26attributes influencedecotourists‟sa tisfaction through seven categories: ecolodge settings, room, nature, service, food, location, and value for money

Year The author Title Method Findings Publication

A recommendation and revisiting y and perceptual models

„Culture‟ had important meanings for tourists; It was also found that all tourists encourage to their relatives and friends to Singapore and they would intent to return Singapore in the future

Lee, Pan & Chung was to find out what travelers thought at Dapeng Bay National Scenic Area in the relationship between destination image, service quality, satisfaction and behavioral intentions The study used Five hundred questionnaires distributed and collected four hundred and seven valid questionnaires The study used descriptive statistical methods, factor analysis and structural equation modeling Research results showed that service quality and satisfaction were positively influenced by destination image; Satisfaction was positively influenced by service quality and behavioral intentions From that result, the author proposed to relevant management units, building a good destination image to improve service quality and visitor satisfaction to have a positive assessment on the attraction, willing to visit, share interesting experiences and recommend others to visit (Lee, Pan & Chung, 2019)

Kim & Park examined the relationship between the perceived value, satisfaction and destination loyalty of community-based eco-tourists in Korea In this study, functional, social and emotional values were found to have a positive effect on overall values through structural equation modeling (SEM).They used data collected from 254 visitors (20 years and older) of six CBE villages Statistical structure linear relation package (LISREL) was used for analysis Through structural equation modeling (SEM), functional, social and emotional values had been found to have a positive effect on overall values Moreover, the overall value and satisfaction of tourists is an important premise for the loyalty of the destination (Kim & Park, 2017)

Chan used the Holsat Model to check the relationship between international tourist‟s satisfaction and marine tourism, especially diving and snorkeling, on Weh Island Indonesia

The respondents in this study were not only for tourists but also for other stakeholders such as hoteliers, government officials, and officials International NGO and other stakeholders This study used stratified random sampling with 200 respondents from four (4) locations where most tourists gathered in Iboih, Sumur Tiga, Kota and Gapang using a stratified random sample As a result, international tourists were not satisfied (Chan, 2016)

Fayed, Wafik & Gerges aimed to understand and examine the causal relationships between tourism motivation, tourist perceptions and traveler satisfaction and destination loyalty, and also examine the motivations and tourist perceptions of Egypt as a tourist destination to better understand tourists' ultimately For these purposes, the authors used questionnaire with 400 tourists was sampled and 232 questionnaires to collect information They also used Path analysis to study relationships between variables In this study, tourist behavior could be considered as an integrated structure, include motivation; awareness; satisfaction; and intentions of future behavior Together, these factors helped to comprehensively understand destination visitor behavior Possible ways for your destinations to remain competitive are to identify your motivation and improve the service quality of your destinations Key findings showed that traveler motivations and perceptions have an effective effect on satisfaction as well as willingness to return, and both motivation and perception significantly affect satisfaction Satisfaction and motivation, perception and satisfaction also significantly affect loyalty (Fayed, Wafik & Gerges, 2016)

Toudert and Bringas-Rábago used a proposed research model to explore causal relationships in lived experience, satisfaction and consumption intentions of travelers in the context of cruise ships docking at Ensenada, Baja California over a three-month period in

2013 Research methodology that included the construction of a set of hypotheses for a model maintained by experimental data obtained from the corpus design, two-stage interest rate and analyzed by modeling a Partially Minimum Squares (PLS) path The results showed that the destination image hadan impact on the visit experience, having a pivotal effect on repeat visitors‟s satisfaction and consumption intent In particular, for this segment, the reults showed the significance of enhancing experiences above satisfaction so as to evolve and diversify consumption (Toudert and Bringas-Rábago, 2016)

Applied quantitative methods and a tourist survey questionnaire in order to identify key factors affecting the perceived value of tourists as well as their satisfaction with Cat Tien National Park in Vietnam The result of this study showed that the four main factors including price, ecology and landscape, the natural atmosphere and the social environment had an impact on tourists‟ satisfaction direct and indirectly Also, tourists‟ perceived value had a significant relationship with tourists‟ satisfaction (Khuong & Luan, 2015)

Rajesh used the perceptions of tourists, destination images, and the satisfaction of tourists to develop a theoretical model of destination loyalty This study analyzed the composition, attributes, factors affecting destination image and examined tourist satisfaction and the factors that determine the destination's loyalty Rajesh‟s model consisted of four structures Tourism awareness structures were influenced by cultural and historical attractions, affordability of destinations, tourism environment, natural attractions, recreation and amenities The destination image structure was influenced by Amenities, Heritage Sights, Natural Sights, Safe & Clean Destinations, Local Communities & Lips Clam Friendly School, Rejuvenation and Service Prices and Affordability Satisfaction structure was affected by Entertainment, Sights and Atmosphere, Accommodation, Food, Transportation and Shopping Services The target loyalty structure was influenced by the intention to revise, spread word of mouth and introduce it to others Previous research results show that perceptions of tourists, destination images and traveler satisfaction directly affect the loyalty of the destination (Rajesh, 2013)

The HOLSAT model was used to measure tourist satisfaction with domestic and international travelers while starting their holiday in Pahang, Malaysia based on 47 positive and negative attributes grouped into six specific types; accessibility, accommodation, travel amenities, tour activities, food / meal and tourist attractions (Sukiman et al 2013)

Lu & Stepchenkova applied the content analysis technique to evaluate ecotourism experiences reported online by U.S tourists to Costa Rica This study found 26 attributes that influenced ecotourists‟ satisfaction through seven categories: ecologic settings, room, nature, service, food, location, and value for money (Lu & Stepchenkova, 2012)

METHODOLOGY

Research Design

A quantitative approach was used with Likert scale of five to analyze tourists‟s satisfaction and behavioral intention in eco-tourism destinations in Sapa during 2020 Based on literature reviews, some key variables were found, we discover the perception of tourists, and then we use them to measure satisfaction and behavioral intention level of them The expert visit was conducted to get the inhensive overview of conditions in Vietnam The respondents of expert visit are people who are familiar with Tourism of Vietnam Due to limit of time and NCOVID‟s influence, questionnaire was delivered to tourists via Internet through facebook, zalo This study used an online survey to collect the data from domestic visitors of eco-tourism destinations in Sapa during 2020 There is no special requirements for these respondents provided that they are more than 18 years of age and visit eco-tourism destinations in Sapa during 2020 The sample used the descriptive statistical method for describing the general information of the respondents such as their gender, age, tourist type, marriage status, literacy, occupation, and average monthly income; describing the factors influencing tourists‟ satisfaction of the eco-tourism destinations of Sapa as perceived by respondents; Determining the difference between tourist‟s satisfaction and tourist‟s behavioral intentions to pay more, to return, and to recommend to friends and relatives.

Population, Sample Size and Sampling Technique

The key respondents of the doctoral thesis are domestic tourists visiting eco-tourism areas in Sapa (Lao Cai) Due to the translation of Covid 19 affecting the sampling process, the researcher had difficulty in calculating sample size Therefore, it is impossible to identify a sampling frame and limited resources,the sample was selected according to the convenient method, one of several forms of non-probability sampling Hair, Anderson, Tatham and Black (1998) gave the suggestion for expected sample size Roger (2006) showed his study about sample size that the minimum sample size applicable in practical studies is from 150-200

In addition, Bollen (1989) considered the minimum sample size as 5 samples for one estimated parameter The number of observed variables was supposed to be 1/5 times the number of samples needed (Hoang Trong & Chu Nguyen Ngoc; 2005) Thus, for convenience, the author uses this method to calculate the sample size for this study In this sudy uses 50 variables, so the expected number of samples is at least 250 samples However, to make the sample more general and practical, the author increased the sample size compared to the convention of n = 500

Due to financial ability and time limitation, the author collects evaluation of 500 domestic tourists traveling to five ecotourism sites of Sapa, which are famous tourist spots represent mountain ecosystems, mountain ecology, forest ecology, terraced field ecology, community village ecology, which are Hoang Lien park; Fanxipang mountain; CatCat village; Muong Hoa valley; Ham Rong mountain There are also sites that are privately managed and managed by the state For each site, the researcher will conduct a survey of 100 tourists

 Sample: mainly domestic tourists traveling to ecotourism sites of Sapa (Lao Cai province), they may be first time visitors to Sapa or they have been to Sapa before They can be tourists in Lao Cai province or other provinces of Vietnam

 The age: from 18 to over 60 (From 18 to 25 years old; From 26 to 39 years old; From

40 to 59 years old; Over 60 years old)

 The samples from the Destinations are as table 3.1 and figure 3.1 belows

Bases for research scope selection

As stated by Vietnam tourism development scheme to 2020 and the vision to 2030 on January 22, 2013 clearly defines Vietnam as having 7 tourist areas with 24 tourist centers

Northern mountainous region of Vietnam included 14 provinces of Hoa Binh, Thai Nguyen, Son La, Lao Cai, Tuyen Quang, Ha Giang, Bac Kan, Dien Bien, Lai Chau, Yen Bai, Phu Tho, Cao Bang, Lang Son and Bac Giang (Vietnam tourism development plan to 2020, vision to 2030, 2013)

This region had 5 key tourist destinations:

 Son La - Dien Bien: in association with Moc Chau, Son La lake, Tay Trang international border gate, historical relics of Dien Bien Phu and Muong Phang

 Lao Cai is connected to Lao Cai international border gate, Sa Pa, Phan Xi Pang and Hoang Lien National Parks

 Phu Tho is associated with Hung Temple Festival and the system of relics of Hung Vuong era, traveling to Thac Ba lake

 Thai Nguyen - Lang Son is associated with Coc lake, ATK Dinh Hoa relics, Tan Trao, Dong Dang border gate economic zone, Mau Son resort

 Ha Giang is associated with the Dong Van Plateau Global Geopark, Meo Vac, Ma Pi Leng and Na Hang landscapes

In term of this study, the author choose Lao Cai province (Sapa destination)which has a lot of strategic advantages for ecotourism development

Figure 3.1: Research location map designed by author

Sapa which belongs to Lao Cai province locates in the northwestern of Vietnam, which is an upland district in Lao Cai province Sa Pa is well known as tourist destination throughout the country, which locates more than 30 km from Lao Cai city‟s center and locates at a middle hieght of 1500 - 1800 m compared with seawater level Here, there are invaluable resources It is a fresh year-round climate, with a mean temperature of 15-18 ° C recently in the winter we can also admire the snow covered Sapa Tourists have a chance of enjoying the fresh air, and the simple tranquility of a Northwest land Also, Sapa is a place for you to admire the wild beauty of the Northwest Mountains Terraced fields, waterfalls, majestic mountains, discovering the customs, cultural prettiness of ethnic groups such as Dzay, Black H‟Mong, Tay, Red Dzao,

Sapa was a tourist place which existed since French colonization period and had been developing since 1990s (Michaud and Turner, 2017)

Figure 3.2 Tourists arrivals in Sapa from 2014 to 2019

From figure 3.2, we can see that the figures of visitors increased rapidly, from over 8 thousands visitors in 2014 to millions of visitors through years Sapa town had been noisy and full of people, on mostly weekends On the report of VNAT in 2015, SaPa district welcomed

1 million visitors, by the end of 2019 this number was more than 3.2 million visitors

Based on the political report of the Executive Committee of the Party Committee of Sapa Town, term XII, submitted to the Party Committee of the town for the XXIII time, term

+ Average economic growth in a period of 2015 - 2020 reached 13.42% per year; Economic structure shifted in the right direction The proportion of agriculture - forestry - fishery sector accounted for 13.8%; Industry - construction accounts for 27.6%; Trade - Services accounted for 58.6% Per capita income reached 42.5 million / person / year, up 19.98 million compared to the beginning of the term Per capita gross product (GRDP) reached 85.5 million, 1.8 times higher than the beginning of the term

+ The economy of tourism - service increased rapidly, making tourism - service a sector‟s vital economics, making an impetus for improvement of other economic sectors The community based tourism had developed rapidly in both quality and quality, with diversified tourism products bearing cultural identity Thestatistic of visitors coming to Sa Pa increased by an average of 20% per year, attracting over 3.2 million visitors in 2019

+ Trade, services - tourism had grown rapidly in bothsize, value and quality, and tourism development continues to affirm the economic focus of the town

+ Service industry growth averaged 13.05% per year, valued at VND 5,821.8 billion, of which total retail sales of consumer goods and services reached VND 4,628 billion Commercial and service infrastructure was increasingly completed, attracting many economic and investment sectors Put into operation and effectively exploited the Cultural Market - Sa

Pa bus station, 02 points of sale (Thac Bac and Sa Pa points); 01 Displaying and selling endemic products of Sa Pa with 34 stalls creating shopping points for residents and tourists Trade promotion activities, product consumption links had been promoted through domestic and international trade fairs and exhibitions; along with promotional activities, product introduction, linking consumption markets, bringing high profits for producers Market inspection and control, prevention of smuggling and trade fraud had been strengthened, the market was kept stable, creating a healthy competitive environment, promoting production and business activities The town has 1,997 stable business homestays now

+ Tourism and service activities had developed remarkably in both quality and quality; thriving community based tourism; Credit support for 147 households with a total budget of 7,350 billion VND through the Bank for Social Policies, people invested over 14 billion VND to develop services at community tourism sites

+ Many large-scale and high-quality resorts, ecotourism and entertainment projects had been invested and some have been put into operation such as: Complex of Fansipan Cable Car Tourist Service Area, Hotel the 5-star standard De La Coupole and Silk Parth; 4 French Vietnamese stars, Pao's Tourism products were increasingly plentiful, programs and events bearing cultural identity, such as Four Seasons Festivals, had become trademarks of Sa Pa tourism Applying technology 4.0 in tourism promotion was increasingly effective The quality of human resources in tourism had been raised, with 8,000 employees in the tourism service sector, with more than 2,000 well-trained workers

+ The number of tourists who travelling in Sa Pa district had 20% average growth each year By the end of 2019, over 3.2 million tourists were welcomed in Sapa Estimated revenue from tourism was up to 9,300 billion VND; the average number of days of stay was 1.8 days per person with an average expenditure of 1.4 million VND / day / person The number of accommodation rooms was over 9,000 rooms, the average occupancy rate reached 65%; the number of home stays doing tourism business and services at the community tourism sites was 310, increasing 113 home stays compared to 2015

According to Decision No 1845 / QD-TTg (dated September 26, 2016) of the Prime Minister approving the master for National Tourist Area development plan of Sa Pa, Lao Cai province until 2030:

Research Instrument

First of all, from the purpose of the research, the author conducted literature review and visited experts to collect the variables and built up the hypotheses Therefore, the model or the framework was created The author made the questionnaires based on the framework Then, online survey was conducted SPSS 22 was used to analyze the study‟s data gathered so that Phd student could confirm the model to know which hypothesis was supported and which hypothesis was rejected In the next step, the managed insight found from the result so as to find the meaningful and important points The final step was to make conclusion and give some suggestion

In this study, the process was conducted as bellowed

To collect the literature review for the framework, I choosed exploratory, qualitative method as it allowed me to get more insightful information about the problem and enabled me to realize some subconscious customers‟ expectations Besides, I interviewed some expects in Tourism to find the basic variables There were some requirements for these respondents provided that they are working at research institutes and universities or projects, tourism department and investigation unit The interview was conducted in a casual context which was familiar with the participants so that they could feel comfortable, thus provide more accurate answers that reflect their real oppinions I based on my prior developed questions and respondents‟ answers to elicit as much necessary information as possible Most content of these interview were recorded by the researcher Some respondents did not allow the researcher to take photograph or record So the researcher used hand book to summarize the interview quickly

Respondents Gender Age Job Organization

Interviewee 1 Male 50 – 60 Lecturer TUEBA (Thai Nguyen)

Interviewee 2 Female 40 – 50 Tourism management official

Ha Giang Department of Culture, Sports &Tourism Interviewee 3 Male 50 – 60 Department official Thai Nguyen Education &

Training department Interviewee 4 Female 30 – 40 Lecturer in Tourism &

Interviewee 5 Female 30 – 40 Lecturer in Economic

Interviewee 6 Male 30 – 40 Lecturer in Economic

Interviewee 7 Female 40 – 50 deputy director VietnamNational

From the transcript of the interview with the expert, insight points are demonstrated in Table 3.3 as below

Table 3.3 Main contents of the Interviews Theme Code Description Examples from the transcript

Amenities This code relates to the perception of infrastructure quality in ecotourism destinations

“Is transportation in the eco- tourism area convenient?”

This code relates to the the perception of Ecosystem health in ecotourism destinations

“Is the environment landscape unique, green, clean, and more beautiful than other places?”

“Attractive natural landscape” and “fresh air” (Interviewee 7;

Theme Code Description Examples from the transcript

“the quality of water, air and soil) (Interviewee 6)

This code relates tothe perception of protection of environmentin ecotourism destinations

“ eco-tourism areas are regularly invested, preserved and embellished more and more beautiful and more attractive”

Involvement of the local community

This code relates to the perception of local community involve in ecotourism destinations

“Is the service attitude friendly and professional?”

“Are activities and services for tourists reasonable and convenient?”

“Local people support ecotourism activities” (Interviewee 4)

“Native, unique and attractive indigenous culture”

“The diversity of products/ activity/ culture” (Interviewee 6) Tourist‟s behavioral intention

This code relates to the spending more

This code relates to intention to revisit

Intention to introduce to friends and relatives

This code relates to introducing suppliers/ destinations to other customers and saying positive things about service providers/ destinations

“Check in on facebook/ instagram”

(Source: Summarized by the author)

According to table 3.3, serveral codes in tourists‟ perception and behavioral intention Therefore, it is important to summarize the main ideas and choose the general ponts The key variables for the framework will be presented in the next part

The key variables for framework

From the literature review and expert visit, the author found the key variables for the framework as below

Table 3.4: Key variables for framework

Ecosystem health Expert visit; (Toudert and Bringas-Rábago; 2016);

(Blas& Carvajal-Trujillo 2014); (Kumari, Tewari & Inbakaran, 2006)

Expert visit; (Dekhili & Achabou, 2015); (Rajesh,

2013) Amenities Expert visit; (VNAT, 2013); (Toudert and Bringas-

Rábago; 2016); (Blas& Carvajal-Trujillo 2014); (Rajesh, 2013)

Accommodation (Sukiman el al, 2013); (Lu & Stepchenkova, 2012); Food (Lu & Stepchenkova, 2012);

(UNWTO, 1997); (Edgell et al., 2008); (Tarlow, 2009a)

(Tribe and Snaith, 1998); (Pratminingsih et al, 2014); (Quintal & Polczynski, 2011)

Expert visit; (Kotler et al; 2014);(Zeithaml, Berry and Parasuraman, 1996)

Intention to return Expert visit; (Gao & Lai; 2015); (Oliver, 2010) Intention to introduce to friends and relatives

Expert visit; (Gao & Lai; 2015); (Kotler et al; 2014); (Hui, Wan & Ho, 2007)

Figure 3.4: The research process of this study

Literature & studies review Expert visit

Data collection (Questionnaire for tourists)

Identify tourist perception of destination

There are not differences in factors that significantly influence the tourists‟ satisfaction of eco-tourism destinations Sapa as perceived by the respondents

(H 03 ) There is not a difference in factors significant influence of tourist‟s satisfaction on the behavioral intentions of tourists to pay more, to return, and to recommend to friends and relatives

There is not a difference in factors influencing tourist satisfaction according to profile of tourists

The content of the survey questionnaire includes 2 parts:

1) General information about the respondents: 12 variables

3 Tourist type Tourist buys tour

Tourist buys tourism package (involved in transportation and accomodation)

5 Where are you from? Lao Caiprovince

Da Nang city Thai Nguyen/ Bac Giang/ Bac Ninh (provinces) Other provinces ………

9 Please list names of ecotourism sites of Sapa you have travelled

Fansipan Ham Rong mountain Hoang Lien park Muong Hoa valley Cat Cat village Others

10 How many times have you visited ecotourism sites of Sapa?

11 Why you visit ecotourism sites of Sapa?

To keep away from daily life

To search for self ego

To experience local life & culture

To enjoy the attation of destination Others: ………

12 Where do you get information about travelling in ecotourism sites of Sapa? (You can choose more than one option)

Travel agencies/ Tour operators Newspapers/ Magazines

TV Radio Internet/ Social network (FB/ Zalo …) Relatives/ Friends

2) The content of survey respondents' opinions about perceptions, satisfaction and behavioral intention when traveling at eco-tourism sites

The scale of perception is based on the research theory of Toudert and Bringas-Rábago; (2016); Blas& Carvajal-Trujillo (2014); Kumari, Tewari & Inbakaran(2006); VNAT (2013); Rajesh (2013); Decree 168/2017 / ND-CP; Sukiman el al (2013); Lu & Stepchenkova (2012); Also revised to fit research and ecotourism sites in Sapa, Lao Cai The perception scale in this study includes 24 variables observed and measured using the 5-point Likert scale

Table 3.6: Perception scale Group of

EH1 Wildlife sighting and sighting of avifauna (Toudert and Bringas-

Rábago; 2016); (Blas& Carvajal- Trujillo 2014); (Kumari, Tewari & Inbakaran, 2006) and revised to match destinations in Sapa

EH2 Abundance of Fresh water sources EH3 Original status of the forest/ terraces/ hill / waterfall/ siver EH4 Fresh air / natural atmosphere EH5 Conservation of endangered /threatened plants/animals

HCA1 Availability of traditional / local food, handicrafts (Dekhili & Achabou,

HCA2 The activities like monastic dances, ethnic festivals etc HCA3 The local people are hospitable and friendly HCA4 There are many historical place

AM1 Easy traffic (Toudert and

Bringas-Rábago; 2016); (Blas& Carvajal-Trujillo 2014); (Rajesh, 2013); (VNAT, 2013); Decree 168/2017 / ND-CP

AM2 Safe and stable electricity and water supply system AM3 Many shopping stores AM4 Convenient communication/ wifi AM5 Clear signs and explanations about the tourist attraction;

Variables Code Tourist’s perception Source

AC1 The quality and service of the hotels / motels meet the requirements

(Sukiman el al, 2013); (Lu & Stepchenkova, 2012) AC2 The reasonable price for accommodation services AC3 Professional staff

F1 The food tastes delicious (Lu &

Stepchenkova, 2012); and revised to match destinations in Sapa

F2 The dishes are good quality and hygienic food

F3 The prices of the dishes are reasonable F4 The dishes are plentiful and varied

SS1 There is no threat of terrorism (UNWTO, 1997);

(Edgell et al., 2008); (Tarlow, 2009a) and revised to match destinations in Sapa;

SS2 There is no situation of robbery, pickpockets/ common crime and violence SS3 Police/ guard service

(Source: This study) Tourists' satisfaction (5 variables)

The scale of satisfaction is according to the opinion of Pratminingsih et al (2014); (Tribe and Snaith(1998); Quintal & Polczynski (2011) Also revised to fit research and ecotourism sites in Sapa, Lao Cai The satisfaction scale in this study includes 5 variables observed and measured using the 5-point Likert scale

Table 3.7: Satisfaction scale Group of

Variables Code Tourist’s Satisfaction Source

TS1 I really love travelling to ecotourism sites of Sapa (Pratminingsih et al, 2014); (Tribe and Snaith, 1998) (Quintal

TS2 I am pleased with my decision to travel to ecotourism sites of Sapa TS3 Sapa is an amazing destination TS4 This is the experience I would like to have TS5 This trip is one of my best choice

The research used a 5-point Likert scale with 9 observed variables in Tourists‟ behavioral intention This scale was measured and inherited from Gao & Lai (2015); Oliver (2010); Kotler et al (2014); Hui, Wan & Ho (2007); Zeithaml, Berry and Parasuraman(1996) Simultaneously adjusted suitable for the characteristics of Sapa

Table 3.8: Behavioral intention scale Group of

Code Tourists’ behavioral intention Source

I will return to ecotourism sites of Sapa in the future

(Kotler et al; 2014);(Zeithaml, Berry and Parasuraman, 1996) IR2

If I have a chance, I will choose ecotourism sites of Sapa again

I want to return to ecotourism sites of Sapa many times in my life

IPM1 I am willing to pay more for my trip (Gao & Lai; 2015);

(Oliver, 2010) IPM2 I intent to buy more next trip in Sapa

IPM3 I will purchase more if I have a chance

Intetion to introduce to friends and relatives

I2FR1 I will recommend my visit to other people (Gao & Lai; 2015);

(Kotler et al; 2014); (Hui, Wan & Ho,

I will introduce ecotourism sites of Sapa to others

I will support my family and friends‟s trip to ecotourism sites of Sapa

In addition to the above sections, the questionnaire also has 2 open-ended questions for visitors to list further unexplored limitations and give suggestions to enhance services in destinations and motivate visitors to visit Ecotourism sites of Sapa

The study used Likert 5-point scale to determine perception of customers, tourist‟s satisfation and behavioral intention at ecotourism sites Likert's 5-point scale has options from

Table 3.9: The Likert 5-point scale

Analysis of scale reliability using Cronbach's alpha coefficient

Table 3.10 showed that the Ecosystem health scale had 5 observed variables, denoted from EH1 to EH5 Cronbach's Alpha coefficient of this scale was 0.763, greater than 0,7, so this scale was standard On the other hand, all variables had a high total correlation coefficient (> 0,3), ranging from 0,427 to 0,668 Thus, the variables in the Ecosystem health scale were suitable and have medium reliability

Table 3.10 Cronbach’s Alpha of Ecosystem health scale Item Scale Mean if

Scale Variance if Item Deleted

Cronbach's Alpha if Item Deleted

The scale of Historical & cultural attraction was shown very clearly in Table 3.11 with four observed variables, denoted from HCA1 to HCA4 Cronbach's Alpha coefficient of this scale was 0.851, greater than 0,7, so this scale was standard On the other hand, all variables had quite high total correlation coefficient, ranging from 0,567 to 0,764, However, the coefficient of Cronbach's alpha if items deleted of HCA4 was 0,871 > 0,851 We had to remove the variable in this case After removing the observed variable HCA4, conducting a second analysis of the Cronbach Alpha coefficient, we got the results in Table 4.6b as follows:

Table 3.11 Cronbach’s Alpha of Historical & cultural attraction scale

Scale Variance if Item Deleted

Cronbach's Alpha if Item Deleted

From Table 3.12, we see that the Cronbach's Alpha coefficient of the historical and cultural attractiveness scale after removing the variable HCA4 has increased, namely from 0.851 to 0.871 At the same time, all variables have a high total correlation coefficient, so the remaining variables in the scale of historical and cultural attractiveness after adjustment are all suitable and have high reliability

Table 3.12: Cronbach's Alpha of Historical and Cultural Attraction Scale

Scale Variance if Item Deleted

Cronbach's Alpha if Item Deleted

As seen in Table 3.13, it was clear that the Amenities scale has five observable variables denoted from AM1 to AM5 Cronbach's Alpha coefficient of this scale was 0,835, greater than 0.7, so this scale was standard On the other hand, all variables had quite high total correlation coefficient, ranging from 0,526 to 0,756 Thus, the variables in the Amenities scale were appropriate and highly reliable

Table 3.13 Cronbach’s Alpha of Amenities scale Item Scale Mean if

Scale Variance if Item Deleted

Cronbach's Alpha if Item Deleted

From Table 3.14 below, the Accommodation scale had three observed variables, denoted from AC1, AC2, and AC3 Cronbach's Alpha coefficient of this scale was 0,868, greater than 0.7, so this scale was standard On the other hand, all variables had a relatively high total correlation coefficient, ranging from 0,713 to 0,775 Thus, the variables in the Accommodation scale were all suitable and had high reliability

Table 3.14 Cronbach’s Alpha of Accommodation scale Item Scale Mean if

Scale Variance if Item Deleted

Cronbach's Alpha if Item Deleted

(Source: Processed by SPSS 20) Food scale

From table 3.15, the Food scale had 4 observed variables denoted from F1 to F4 Cronbach's Alpha coefficient of this scale was 0.885, greater than 0.7; All variables had a fairly high total correlation coefficient, ranging from 0,665 to 0,818 So this scale was standard However, F3 has Cronbach's Alpha if Item Deleted of 0.888 that was greater than 0,885; Thus, the F3 would be removed from the Food scale and not included in the EFA exploratory factor analysis After removing the observed variable F3, conducting a second analysis of the Cronbach Alpha coefficient, we got the results in Table 4.9b as follows:

Table 3.15 Cronbach’s Alpha of Food scale Item Scale Mean if

Scale Variance if Item Deleted

Cronbach's Alpha if Item Deleted

From table 3.16, the Food scale after adjustment had 3 observed variables, F1, F2, and F4 Cronbach's Alpha coefficient of this scale was 0.888, greater than 0.7, so this scale was standard On the other hand, the remaining variables all had quite high total correlation coefficients, ranging from 0.752 to 0,829 Thus, the variables in the Food scale after removing the variable F3 were all suitable reached high reliability

Table 3.16: Cronbach's Alpha of Food Scale After Correction Item Scale Mean if

Scale Variance if Item Deleted

Cronbach's Alpha if Item Deleted

(Source: Processed by SPSS 20) Safety and Security scale

Data Gathering Procedure

This study used a quantitative method The key aim is tourists to eco-tourism destinations in Sapa during 2020 Because this research period had many troubles when the tourism industry was heavily affected by the NCovid 19, it was difficult to get survey sheets from tourists The first reason was the sharp decrease in the number of visitors, the second reason was that the guests did not want to interact with strangers and kept their distance from others

To do this study, a questionnaire was created on the google form system and delivered to tourists through Internet by the following helps:

Firstly, the author needed assistance from travel agencies, hotels, and homestays in Sapa to ask them to distribute the questionnaire to guests who visited research sites

Secondly, from the point of practical research, the researcher participated in tourism services which also sold travel packages to Sapa including round-trip passenger bus tickets and destination accommodation In addition, the researcher also advised and sold travel tickets for travel companies to reach customers from all over Sapa

Thirdly, the author also asked for the help from the alumni and students group of two universities, Thai Nguyen University branch in Lao Cai province and University of Economics and Business Administration in Thai Nguyen province; Students who were born and grew up in Sapa or have experiences in tourism of Sapa will assist in giving information to tourists regarding the survey instruments available on Internet

Although the huge impact of the covid epidemic in 2020, the way to pick 100 respondents per location was completely random Since the researcher selected local support students at the study sites, each group of students sent survey links to visitors during the study period because they knew who came here However some visitors were not eagaer to answer The researcher also went directly to research destinations to understand the actual situation However, it was difficult to capture the number of visitors because the number of visitors was heavily affected by the epidemic In addition, the number of customers who bought tickets, transportation and accommodation package of the researcher during the combo business was also sent a survey link by the researcher to each random participant during that time.

Date Processing and Data Analysis

Methods of collecting and processing secondary data

Secondary data in the document were collected from books, newspapers, magazines and on the internet Data sourced from these materials were processed by comparison method, evaluation; analysis and synthesis to ensure counting validity and relevance to those data inherit

Methods of collecting and analyzing primary data

The sampling locations were ecotourism sites in Sapa (Lao Cai)

SPSS software was used to process the questionnaire through the following methods: descriptive statistics (frequency and average), verification of the average of the two samples in pairs (Mann-Whitney U-test for two groups), assessing reliability of scales (Scale Reliability Analysis, analysis of correlation between two variables (using Spearman Rho), Kruskal Wallis H-test for three or more groups, and Exploratory Factor Analysis

Descriptive statistics gives the brief description of the sample population including the information of respondents about age, gender, university, career, in order that we easily divide them in groups

We tested the internal consistency and the homogeneity of the scale items through Cronbach‟sAlpha and corrected item total correlation Cronbach‟s Alpha must be at least 0.5 and thetotal correlation coefficients should exceed 0,3 However, it is better for Cronbach‟s Alpha tobe at least 0.7 Besides, so as to improve the questionnaire‟s reliability, the items which are not available should be deleted

Factor analysis plays a vital role in analyzing data collected It can help to reduce the unnecessary items In factor analysis, KMO (Kaiser-Meyer-Olkin measurement of sampling adequacy) is a useful way to examine the case to variable ratio for the analysis beingconducted In the studies, KMO is the key for accepting the sample adequacy Although the KMO‟s range is from 0 to 1, the index which should be over 0.6 is accepted

Besides, another aspect is the Rotated Component Matrix In the research, it is necessary to check how many factors in which one can relate to more than one factor or not Because of the rotation method used, it helped to supply easier interpretation of results, and made us find the more parsimonious solution

Non-parametric tests are often used in data that are not normally distributed This test was used for ordinal data, hierarchical data or scale data with any distribution The disadvantage of this test is that the reliability is not as strong as the parametric tests and it is difficult to extend to handle complex models

Spearman is a non-parametric correlation test which is equivalent to a parametric Pearson test Spearman correlation coefficient, (ρ, also denoted by rs) to test the correlation between ranked variables ** in the table is known as Correlation is significant at the 0.01 level

This was used for two groups

Independent variable: Variable impact (variable explanation) of other variables (intermediate or dependent variable)

Dependent variables: Variables are affected by other variables There may be one or more dependent variables in a research model The dependent variable must be ordinal or continuous and at a 2-level demarcation

The rank table illustrates mean rank of groups The test statistics table explain the significance of study We consider p to conclude: If p is less than 0.05 That is a difference between groups (with influence) If p is greater than 0.05, there is no difference (i.e no effect) Kruskal Wallis H-test

This method is similar to the one-way anova method, used for three or more groups Independent variable: Variable impact (variable explanation) of other variables (intermediate or dependent variable) A research model can have one or more independent variables

The rank table illustrates mean rank of groups The test statistics table explain the significance of study Look up the chi-squared distribution table for statistical significance

We consider p to conclude: If p is less than 0.05 That is a difference between groups (with influence) If p is greater than 0.05, there is no difference (i.e no effect).

DATA PRESENTATION, ANALYSIS AND INTERPRETATION

Description of samples

In the research, a survey was conducted using online questionnaire within two months The link of the survey was distributed to tourists who visited five ecotourism sites of Sapa in Lao Cai province including Ham Rong mountain (HRM), Hoang Lien National Park (HLNP), Fansipan mountain (FM), Muong Hoa valley (MHV) and Cat Cat village (CCV) After two months, 500 acceptable responses were received Each destination got 100 acceptable responses

In this part, the author analyzed demographic characteristics such as gender, age, tourist type, marital status, occupation, hometown, education level, income …

Among 500 respondents, 28 % were male while 72% were female This reflected the fact that tourists at the study sites were more female than male Perhaps that was reason why they were also more willing to answer the questionnaire

This study did not limit the age of visitors, distributed into 5 age groups The respondents were for the most part at the age from 18 to 25 years old with 60.2% of the survey participants Next groups were from 26 to 39 years old (20,4%) and the age from 40 to

59 years old (12,4%) The group under 18 years old accounted for only 6% Finally, the group over 60 years old was only 1%

The majority of tourist answering this survey were self-sufficient (59.8%) while the rest 27,4% and 12.8% participants were tourist who buys tourism package (involved in transportation and accommodation) and tourist who buys tour

Most of the interviewees were single (68%), the rest were married (32%)

Among the respondents, the high school graduation rate was the highest (43%) College graduate rate was 28.6%, equivalent to the university graduation rate (28.4%) Education level could make answer quality reliable

Nearly half of tourists who took part in the survey were students (47%) Second rank was Teacher / Lecturer (19.8%); Workers (12.8%); Housewife (12.4%); Staff (10.6%); Business (6.8%); The remaining 6% was other occupations such as tourism manager, reporter, doctor

The majority of tourists participating in the survey had an income less than 5 million VND (50.4%) Meanwhile, 18.2% of tourists had income from 5 million VND - less than 7 million VND Followed by tourists with income from 7 million VND - less than 10 million VND (17.8%); 10 million VND - less than 15 million VND (6.4%); 15 million VND - less than 20 million VND (5.2%); Over 20 million VND (2%) In fact, the average income of tourists was not high because the majority of survey respondents were students In addition, income during this period was affected by the covid 19 pandemic

Most of visitors were from Thai Nguyen / Bac Giang / Bac Ninh provinces (45.2%) and Hanoi city (26.8%) Meanwhile, tourists in Lao Cai accounted for 14.4%; Ho Chi Minh City (5%); Da Nang city (5.4%) and other provinces (3.2%) such as Ha Giang, Tuyen Quang, Yen Bai, Phu Tho This result also showed that the majority of tourists came from other provinces which had sleeper buses going directly to Sapa such as Thai Nguyen, Bac Giang, Bac Ninh, and Hanoi, which was convenient for guests traveling on their own Besides, the number of visitors from Ho Chi Minh City and Da Nang was lower both due to the geographical distance and especially due to the epidemic, so tourists limited traveling by plane

In the table abow, according to the research objective and the number of survey samples to be taken at each site, we can see that 20% responses were from HRM, 20% from HLNP, 20% from MHV, 20% from FM and 20% from CCV

The data was shown below

Items Categories Frequency Percentage rates (%)

Tourist type Tourist buys tour 64 12,8

Tourist buys tourism package (involved in transportation and accommodation)

Thai Nguyen/ Bac Giang/ Bac Ninh (provinces)

Education level High school graduate 215 43

5 millions VND - under 7 millions VND 91 18,2

7 millions VND - under 10 millions VND 89 17,8

Items Categories Frequency Percentage rates (%)

10 millions VND - under 15 millions VND 32 6,4

15 millions VND - under 20 millions VND 26 5,2

Please list names of ecotourism sites of Sapa you have travelled

(Source: SPSS analysis in this study) 4.1.2 Tourism experience of samples

In order to understand more about research sample‟s characteristics, the researcher analyzed the experiences of visitors to ecotourism destinations in Sapa as well as the reasons why they come here

Tourism experience in reseach destinations

According to the results of SPSS analysis, there were 273 visitors (corresponding to 54.6%) for the first time to Sapa's eco-tourism sites in Lao Cai province In addition, 22.4% of the respondents had come here for the second time, and 23% of the visitors had come here more than twice Based on the experience of the respondents as above, they were fully capable of making multi-dimensional assessments about the eco-tourism sites of Sapa

Figure 4.2 Number of travel times

(Source: SPSS analysis in this study)

The reasons to visit ecotourism sites

The reason for traveling is also one of the issues to be analyzed, because different motivations and different types of tourists will have different standards of travel

Based on Figure 4.2 shown below, it can be seen that most of the interviewees travelled to experience the local life and culture (42.6%) and to enjoy the attraction of the destination (32.2%); Meanwhile, 60 respondents (12%) said that their purpose of traveling was to search for self ego; Some visitors‟s reasons were to visit relatives (7.2%); To keep away from daily life (4.8%) In addition, there were other reasons (1.2%) due to research, project, meeting, volunteer, finding a traditional medicine doctor…

To keep away from daily life

To search for self ego

To experience local life & culture

To enjoy the attation of destination

Figure 4.2 The reasons to visit ecotourism sites

(Source: SPSS analysis in this study) Advertising media that reached customers

Figure 4.3 clearly showed the advertising means/methods which reached tourists to find information at ecotourism sites in Sapa The majority of respondents (45.8%) chose the Internet / Social Networks (FB / Zalo…) when searching for information about travel agents Meanwhile, 17.2% of respondents trusted information channels from travel agencies/ tour operators 16% of respondents believed the feedback or advice of relatives / friends; Newspapers / Magazines (9.4%); TV (6.8%); Radio (1.8%); In addition, Others (3.0%) such as booking software such as travelkola, My tour, Agoga, TripAdvisor or other destination rating software

Figure 4.3 The method to get information about travelling in ecotourism sites of Sapa

(Source: SPSS analysis in this study)

Descriptive statistics of observed and dependent variables

Based on Likert 5-point scale: (4.21 - 5.0 = Highly satisfied / Strongly Agree; 3.41 - 4.2 = Satisfied / Agree; 2.61 - 3.4 = Neutral / Medium; 1.81 - 2.6 = Dissatisfied / Disagree; and 1.0 - 1.8 = Highly dissatisfied / Strongly Disagree), we analyzed observed and dependent variables

4.2.1 Descriptive statistics of observed variables

Table 4.2 showed that most of the variables were above average satisfaction values, ranging from 3.01 to 3.95 Specifically, three variables had a high mean value above 3.7: EH4 Fresh air / natural atmosphere (3.95); HCA1 Availability of traditional / local food, handicrafts (3.72); EH5 Conservation of endangered /threatened plants/animals (3.7) This showed that domestic tourists appreciated the ecosystem health, in which the element of enjoying the fresh, natural atmosphere and the protection of endangered /threatened animals and plants was highly valued Besides, traditional local products and dishes were also one of the important factors that were well appreciated by tourists, it could be said that the unique factor of indigenous traditions was a strength of Sapa Factors in the visitor satisfaction range above 3.4 were HCA2 The activities like monastic dances, ethnic festivals etc (3.68); F4 The dishes are plentiful and varied (3,61); AM4 Convenient communication/ wifi (3.61); SS1 There is no threat of terrorism (3.61); AM5 Clear signs and explanations about the tourist attraction (3,61); Many shopping stores (3,61); AM2 Safe and stable electricity and water supply system (3,58); F1 The food tastes delicious (3,57); AM3 EH2 Abundance of Fresh water sources (3,52); F2 The dishes are good quality and hygienic food (3,51); SS2 There is no situation of robbery, pickpockets/ common crime and violence (3,41) and SS3 Police/guard service (3,41), which was the particular concern of most visitors in terms of wifi conditions, signage, delicious food, local shops, clean water, system electricity and water systems, ensuring safety and security Besides, the richness and diversity of traditional folk dances and ethnic festivals had created a great attraction for tourists; In addition, the variable with the lowest mean value (below 3.4) were AM1 HCA3 The local people are hospitable and friendly (3.38); Easy traffic (3.29); HCA4 There are many historical place (3,01); EH3 Original status of the forest/ terraces/ hill/ waterfall/ siver (3,21); EH1 Wildlife sighting and sighting of avifauna (3,14); AC1 The quality and service of the hotels / motels meet the requirements (3,18); AC2 The reasonable price for accommodation services (3.01); AC3 Professional staff (3.28); F3 The prices of the dishes are reasonable (3.08); The fact that the above factors were not highly appreciated by tourists because the means of transport were actually quite easy and convenient in Sapa, but since the bus station was moved outside the central area, for those who travelled by themselves they had to walk quite a distance or had to take a taxi for a short distance, or had to take a carpool instead of the transportation that took them to their accomodation; Local people were quite enthusiastic and hospitable, but some local people, especially children selling street food, enticing customers, taking advantage of the compassion of customers to sell goods also created a bad impression about the people here in visitors' hearts Modern and traditional tourist attractions sprang up quite a lot, but not really many historical tourist attractions; The pristine condition was not appreciated because Sapa has undergone a lot of renovation, losing its inherent natural features, instead of commercialization Tourists coming here also did not have many opportunities to see birds and wildlife; The factors of accommodation were not appreciated due to high prices and unprofessional service quality It could be said that the accommodation facilities and hotels of Sapa were not really worthy of the name and star ranking, not according to international or domestic standards but using local standards; Diverse dishes but expensive here

Table 4.2: Descriptive statistics of observed variables

EH1 Wildlife sighting and sighting of avifauna 3,14 Neutral

EH2 Abundance of Fresh water sources 3,52 Satisfied

EH3 Original status of the forest/ terraces/ hill / waterfall/ siver 3,21 Neutral

EH4 Fresh air / natural atmosphere 3,95 Satisfied

EH5 Conservation of endangered /threatened plants/animals 3,7 Satisfied

HCA1 Availability of traditional / local food, handicrafts 3,72 Satisfied HCA2 The activities like monastic dances, ethnic festivals etc 3,68 Satisfied HCA3 The local people are hospitable and friendly 3,38 Neutral

HCA4 There are many historical place 3,01 Neutral

AM2 Safe and stable electricity and water supply system 3,58 Satisfied

AM3 Many shopping stores 3,61 Satisfied

AM4 Convenient communication/ wifi 3,61 Satisfied

AM5 Clear signs and explanations about the tourist attraction; 3,61 Satisfied

AC1 The quality and service of the hotels / motels meet the requirements 3,18 Neutral

AC2 The reasonable price for accommodation services 3,01 Neutral

F1 The food tastes delicious 3,57 Satisfied

F2 The dishes are good quality and hygienic food 3,51 Satisfied

F3 The prices of the dishes are reasonable 3,08 Neutral

F4 The dishes are plentiful and varied 3,61 Satisfied

SS1 There is no threat of terrorism 3,61 Satisfied

SS2 There is no situation of robbery, pickpockets/ common crime and violence 3,41 Satisfied

SS3 Police/ guard service 3,41 Satisfied

4.2.2 Descriptive statistics of dependent variables

As can be seen from Table 4.3, the overall mean of visitor satisfaction was quite high, ranging from 3.12 to 3.65 This has shown that domestic tourists were satisfied when traveling in Sapa's eco-spots in Lao Cai Highest variables were TS2 I am pleased with my decision to travel to ecotourism sites of Sapa (3,65); TS4 This is the experience I would like to have (3.61); TS1 I really love traveling to ecotourism sites of Sapa (3.61); TS5 This trip is one of my best choice (3.5) Besides, the lowest variable was TS3 Sapa is more amazing than

I thought (3,12) which showed that satisfaction was not at the highest level

Table 4.3: Descriptive statistics of Tourists’ overall satisfaction variables

TS1 I really love travelling to ecotourism sites of Sapa 3,61 Satisfied TS2 I am pleased with my decision to travel to ecotourism sites of

TS3 Sapa is more amazing than I thought 3,12 Neutral

TS4 This is the experience I would like to have 3,61 Satisfied

TS5 This trip is one of my best choice 3,5 Satisfied

According to Table 4.4, we saw that the mean values of behavioral intention variables were quite high, ranging from 3.37 to 3.63 The highest were the variables such as IR2 If I have a chance, I will choose ecotourism sites of Sapa again (3,6); IR1 I will return to ecotourism sites of Sapa in the future (3.58); Next variables were I2FR1 I will recommend my visit to other people (3.61); I2FR2 I will introduce ecotourism sites of Sapa to others (3.61); I2FR3 I will support my family and friends' trip to ecotourism sites of Sapa (3.61); IR3 I want to return to ecotourism sites of Sapa many times in my life (3,46) The lowest variables were the variables belonging to B3.2 Intention to pay more (Meantotal score = 3.4) Specifically, IPM1 I am willing to pay more for my trip (3,35); IPM2 I intent to buy more next trip in Sapa (3,39); IPM3 I will purchase more if I have a chance (3.01) This showed that the tendency of tourists to spend extra money when traveling at ecotourism destinations in Sapa was not appreciated

Table 4.4: Descriptive statistics of Behavioral intention variables

IR1 I will return to ecotourism sites of Sapa in the future 3,56 Satisfied IR2 If I have a chance, I will choose ecotourism sites of Sapa again 3,55 Satisfied IR3 I want to return to ecotourism sites of Sapa many times in my life 3,43 Satisfied

IPM1 I am willing to pay more for my trip 3,55 Satisfied

IPM2 I intent to buy more next trip in Sapa 3,67 Satisfied IPM3 I will purchase more if I have a chance 3.39 Satisfied

B.B3.3 Intention to introduce to friends and relatives

I2FR1 I will recommend my visit to other people 3.61 Satisfied I2FR2 I will introduce ecotourism sites of Sapa to others 3.42 Satisfied I2FR3 I will support my family and friends‟s trip to ecotourism sites of Sapa 3.42 Satisfied

Evaluation of the scale by exploratory factor analysis EFA

Table 4.5: KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy 0,951

As the table shown above, KMO (Kaiser-Meyer-Olkin Measure of Sampling

Adequacy) was acceptable KMO of of Observed variables was 0,951 (higher than 0.9), which means marvelous In terms of the Bartlett‟s Test, it reflects the significance of this study For this situation, the Bartlett‟s Test of Sphericity was 0,000 (less than 0.05) This result met the requirement Thus, this research was significant

Component Initial Eigenvalues Extraction Sums of Squared

Extraction Method: Principal Component Analysis

As seen in table 4.16, the break point when extracting factors was at eigenvalue 1,046 >

1 and the total variance extracted was 65.886% > 50% The number of factors after analysis was extracted including three factors

Table 4.7 Rotated Component Matrix a Variables

Extraction Method: Principal Component Analysis

Rotation Method: Varimax with Kaiser Normalization a Rotation converged in 5 iterations

The results of the first EFA analysis showed that the observed variable EH2 was in both factors 2 and 3 In the results of the rotation matrix in Table 4.17, EH2 had a difference in factor of 0,591 – 0,543 = 0.048 < 0.3; Therefore, the EH2 variable would be removed and EFA reanalyzed

Table 4.8: KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 0,951

The results of the second EFA analysis showed that the KMO coefficient was 0.951, satisfying the condition of 0.5 0.5), satisfying the requirements and Bartlett's test had statistical significance (Sig.< 0.05), so the observed variables were correlated with each other in the population Therefore, the analysis factor analysis in this case was appropriate (Table 4.21)

Initial Eigenvalues Extraction Sums of Squared

Extraction Method: Principal Component Analysis

Through the Table of Total Variances explained (Table 4.12), the stop point Eigenvalue

= 3,460 > 1 (ie, there was 1 group of factors) and the extracted variance was 86.495% greater than 50% The factor's transfer coefficient values ranged from 0,921 to 0,940 (both greater than 0.5) Thus, the variables were consistent

Table 4.13 KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy 0,848

The visitor's Behavioral intention scale included in 9 observed variables Specifically, IR1, IR2, IR3, IPM1, IPM2, IPM3, I2FR1, I2FR2, and I2FR3 EFA exploratory factor analysis was used to retest the convergence of observed variables Through the analysis in Table 4.23, KMO index was 0,848 (> 0.5), satisfying the requirements and Bartlett test had statistical significance (Sig.< 0.05), so the observed variables were correlated with each other in the overall, Therefore, factor analysis in this case was appropriate

Initial Eigenvalues Extraction Sums of Squared

Extraction Method: Principal Component Analysis

Through the Table of Total Variances explained (Table 4.14), Eigenvalue = 1,825 > 1 breakpoint, it followed that there were 2 groups of satisfied factors and the extracted variance was 76,079% greater than 50%, which was all suitable

Extraction Method: Principal Component Analysis

Rotation Method: Varimax with Kaiser Normalization a Rotation converged in 3 iterations

Based on table 4.15, from the results of EFA analysis, the following variables (I2FR1, IR2, I2FR3, IR1, I2FR2, IR3) strongly correlated with each other in the 1 st component that we called

“dimension 1” In the same way, dimension 2 consited of variables IPM2, IPM1 and IPM3 Based on the similarities (expressed overall) of variables in the same dimension, we name these dimensions

 Dimension 1: Intention to return and recommend (IRR)

 Dimension 2: Intention to pay more (IPM)

Modified research model and hypotheses

The results of EFA analysis included two dependent variables such as tourists/ overall satisfaction with four observed variables, and tourists' behavioral intention including Intetion to return and recommend with 6 observed variables and Intetion to pay more with 3 observed variables Besides, there were three independent variables including (1) Accommodation, food, people, safe and security (AFPSS) with 10 observed variables, (2) Ecosystem health and cultural attraction (EHCA) with six observed variables, (3) Amentites (AM) with 5 observed variables, the adjusted research model is presented as follows

Figure 4.4: Ajusted Conceptual Framework in this study

(Source: Processed by SPSS 20) 4.4.2 Hypotheses for the adjusted research model

The hypotheses are expressed belowed:

H01: There is not a difference in factors influencing tourist satisfaction according to profile of tourists

Antecedent variables Independent Variable Dependent Variables

 Accommodation, food, people, safe and security (AFPSS)

 Ecosystem health and cultural attraction (EHCA)

Tourists‟ Satisfaction of Ecotourism destinations in Sapa

H 02 : There are not differences in factors that significantly influence the tourists‟ satisfaction of eco-tourism destinations Sapa as perceived by the respondents

H03: There is not a difference in factors significant influence of tourist‟s satisfaction on the behavioral intentions of tourists to pay more, to return, and to recommend to friends and relatives

Since the population is non propbalistic based on the way of choosing number of sample and data is not normally distributed according to normal distribution test, parametric test statistic (such as t-test, ANOVA, and Pearson’sr.) was not used in this study Non parametric test was used such as Mann-Whitney U-test for two groups (instead of t-test), Kruskal Wallis H-test for three or more groups (instead of ANOVA), and Spearman Rho (instead of Pearson’s r.)

Spearman's correlation coefficient analysis

According to the exploratory factor analysis results of EFA, three independent variables were denoted from AFPSS including SS1, AC3, SS3, SS2, AC1, AC2, HCA3, F1, F2, and F4; EHCA including EH4, EH3, EH1, HCA2, HCA1, and EH5.; AM including AM4, AM3, AM5, AM2 and AM1; used to analyze the correlation with the dependent variable was tourists‟ satisfaction, denoted TS, including TS1, TS2, TS4, and TS5 In this study, the analysis of Spearman correlation coefficient was used to determine how the three factors above had an important influence on the satisfaction of domestic tourists at ecotourism destinations in Sapa

Table 4.17 Correlation coefficient Item AM EHCA AFPSS TS

** Correlation is significant at the 0.01 level (2-tailed)

Through the above analysis in table 4.17, the variables satisfied the conditions for the correlation between the dependent variable TS (Tourist‟s satisfation) and the independent variable: AFPSS (Accommodation, food, people, safe and security); EHCA (Ecosystem health and cultural attraction) and AM (Amenities)

Table 4.18 Correlation coefficient Item TS IRR IPM Spearman's rho

** Correlation is significant at the 0.01 level (2-tailed)

Based on analysis result of table 4.18, the variables all satisfy the conditions for the correlation between the variables TS (Tourist‟s satisfation) and IRR (Intention to return and recommend); and IPM (Intention to pay more)

Kruskal- Wallis analysis

To test the satisfaction among tourists in AFPSS (including SS1, AC3, SS3, SS2, AC1, AC2, HCA3, F1, F2, and F4); EHCA (including EH4, EH3, EH1, HCA2, HCA1, and EH5);

AM (including AM4, AM3, AM5, AM2 and AM1); We used test on Kruskal-Wallis analysis

Asymp Sig 0,000 a Kruskal Wallis Test b Grouping Variable: TS

As seen in table 4.20, Chi-Square = 129,005, looking up the normal distribution table, it was statistically significant; Statistical significance level p = 0.000 < 0.05

Conclusion: There was a difference in satisfaction among tourists in AM (Amenities)

4.6.2 Tourists’satisfaction in Ecosystem health and cultural attraction

According to table 4.21, we saw that:

Asymp Sig 0,000 a Kruskal Wallis Test b Grouping Variable: TS

From table 4.22, we saw that Chi-Square = 164,049, looking up the normal distribution table, it is statistically significant; Statistical significance level p = 0.000 < 0.05

Conclusion: There was a difference in satisfaction among tourists in EHCA (Ecosystem health and cultural attraction)

4.6.3 Tourists’satisfaction in Accommodation, food, people, safe and security

From table 4.23, we saw that:

Asymp Sig 0,000 a Kruskal Wallis Test b Grouping Variable: TS

According to test statistics in table 4.24, Chi-Square = 235,438, looking up the normal distribution table, it was statistically significant; Statistical significance level p = 0,000 < 0.05

Conclusion: There was a difference in satisfaction among tourists in AFPSS (Accommodation, food, people, safe and security)

4.6.4 Difference in intention to return and recommend among tourists in TS (Tourist’s satisfaction

According to table 4.25, we saw that:

Asymp Sig ,000 a Kruskal Wallis Test b Grouping Variable: IRR

According to test statistics in table 4.26, Chi-Square = 261,857, looking up the normal distribution table, it was statistically significant; Statistic al significance level p 0,000 < 0.05

Conclusion: There was a difference in intention to return and recommend among tourists in TS (Tourist’s satisfaction)

4.6.5 Difference in intention to pay more among tourists in TS (Tourist’s satisfaction)

According to table 4.27, we saw that:

Asymp Sig 0,000 a Kruskal Wallis Test b Grouping Variable: IPM

According to test statistics in table 4.28, Chi-Square = 32,661, looking up the normal distribution table, it was statistically significant; Statistical significance level p = 0,000 < 0,05

Conclusion: There was a difference in intention to pay more among tourists in TS (Tourist’s satisfaction)

4.6.6 Difference in Tourists' satisfaction according to Profile (age)

According to the analysis results, the observed significance level Sig.= 0,005 < 0,05 This means that The distribution of TS is not the same across categories of Age

4.6.7 Tourists' satisfaction by average income

According to the analysis results, the observed significance level Sig.= 0,113 > 0,05 This means that The distribution of TS is the same across categories of average income

4.6.8 Tourists' satisfaction by tourist type

According to the analysis results, the observed significance level Sig.= 0,000 < 0,05 This means that The distribution of TS is not the same across categories of tourist type

According to the analysis results, the observed significance level Sig.= 0,001 < 0,05 This means that The distribution of TS is not the same across categories of occupation

4.6.10 Tourists' satisfaction by education level

According to the analysis results, the observed significance level Sig.= 0,000 < 0,05 This means that The distribution of TS is not the same across categories of education level

4.6.11 Tourists' satisfaction by” where are you from”

According to the analysis results, the observed significance level Sig.= 0,000 < 0,05 This means that The distribution of TS is not the same across categories of ” where are you from” (tourist’s hometown)

4.6.12 Tourists' satisfaction by” How many times have you visted ecotourism sites of Sapa”

According to the analysis results, the observed significance level Sig.= 0,864 > 0,05 This means that The distribution of TS is the same across categories of “How many times have you visted ecotourism sites of Sapa” (The times tourists came there) It means there is not difference, which is not changed or improved in service of Sapa

4.6.13 Tourists' satisfaction by” Why do you visit ecotourism sites of Sapa”

According to the analysis results, the observed significance level Sig.= 0,688 > 0,05 This means that The distribution of TS is the same across categories of “Why do you visit ecotourism sites of Sapa” (The reasons to explain why tourists came there)

4.6.14 Tourists' satisfaction by “Where do you get information about travelling”

According to the analysis results, the observed significance level Sig.= 0,558 > 0,05 This means that The distribution of TS is the same across categories of “Where do you get information about travelling” (The ways tourists get information about travelling)

Mann-whitney analysis

According to descriptive statistics, among 500 respondents, 28% were male while 72% were female We wanted to test whether a large difference in gender among survey respondents affected the satisfaction and behavioral intention of tourists, we used the Mann- whitney U test

Gender N Mean Rank Sum of Ranks

 Mean rank of group 1 (Male): 223,39

 Mean rank of group 2 (Female): 261,04

Asymp Sig (2-tailed) 0,007 a Grouping Variable: Gender

As seen in table 4.30, Statistical significance level p = 0,007 < 0.05

Conclusion: There was a difference in gender (male and female) among tourists in Tourists’ satisfaction

4.7.2 Difference in IRR according to Tourists’ Profile (gender)

Gender N Mean Rank Sum of Ranks

According to table 4.31, we saw that:

 Mean rank of group 1 (Male): 230,65

 Mean rank of group 2 (Female): 258,22

Asymp Sig (2-tailed) ,054 a Grouping Variable: Gender

According to test statistics in table 4.32, Statistical significance level p = 0,054> 0.05

Conclusion: There was not a difference in male and female (gender) in intention to return and recommend

4.7.3 Difference in IPM by tourists’ profile (gender)

Gender N Mean Rank Sum of Ranks

According to table 4.33, we saw that:

 Mean rank of group 1 (Male): 239,06

 Mean rank of group 2 (Female): 254,95

Asymp Sig (2-tailed) ,265 a Grouping Variable: Gender

According to test statistics in table 4.34, Statistical significance level p = 0,265 > 0.05

Conclusion: There was not a difference in male and female (gender) in intention to pay more 4.7.4 Tourists' satisfaction by Marital status

According to the analysis results, the observed significance level Sig.= 0,197 > 0,05 This means that The distribution of TS is the same across categories of Marital status

 There was a difference in satisfaction among tourists in AM (Amenities)

 There was a difference in satisfaction among tourists in EHCA (Ecosystem health and cultural attraction)

 There was a difference in satisfaction among tourists in AFPSS (Accommodation, food, people, safe and security)

 There was a difference in intention to return and recommend among tourists in TS (Tourist‟s satisfaction)

 There was a difference in intention to pay more among tourists in TS (Tourist‟s satisfaction)

 The distribution of TS is the same across categories of Marital status

 There was not a difference in male and female (gender) in intention to pay more

 There was not a difference in male and female (gender) in intention to return and recommend

 There was a difference in gender (male and female) among tourists in Tourists‟ satisfaction

 The distribution of TS is the same across categories of “Where do you get information about travelling” (The ways tourists get information about travelling)

 The distribution of TS is the same across categories of “Why do you visit ecotourism sites of Sapa” (The reasons to explain why tourists came there)

 The distribution of TS is the same across categories of “How many times have you visted ecotourism sites of Sapa” (The times tourists came there)

 The distribution of TS is not the same across categories of ” where are you from” (tourist‟s hometown)

 The distribution of TS is not the same across categories of education level

 The distribution of TS is not the same across categories of occupation

 The distribution of TS is not the same across categories of tourist type

 The distribution of TS is the same across categories of average income

 The distribution of TS is not the same across categories of Age

Respondents‟ oppinion of unexplored limitations of ecotourism sites of Sapa

Table 4.35 Unexplored limitations of ecotourism sites of Sapa

Ecosystem health and cultural attraction

Buildings are being built everywhere in Sapa without proper planning It makes Sapa more polluted and loses it‟s inherent beauty which is the most attractive for tourists when traveling here

Sapa is losing its landscape, environment and traditional culture of ethnic minorities

Street food should be made cleaner and more carefully Environmental pollution, food service culture

Cable car and tram fares to the top of Fansipan are high Not much variety of services

Buffet food at the fansipang cable car and food at tourist attractions such as Ham Rong mountain, Cat Cat village are not delicious and attractive

Not a lot of built-in introductory information Rooms in some places are not clean

The situation of children following customers to entice customers to buy, which leads to disturbed customer psychology

Children beg, entice tourists, carry babies to sell goods, beg of customers

Or being blocked by ethnic children asking for money I gave it but I still followed it So it was a bit inconvenient

Cultural identity, Communication of indigenous people with visitors, especially foreign tourists

With the question 51: “Please give further unexplored limitations of ecotourism sites of Sapa (If any)” Some respondents gave their oppinions as seen in talbe 4.35 The limitations involved in items of People; Services and prices and Ecosystem health and cultural attraction such as: Buildings are being built everywhere in Sapa without proper planning It makes Sapa more polluted and loses it‟s inherent beauty which is the most attractive for tourists when traveling here; Sapa is losing its landscape, environment and traditional culture of ethnic minorities; Street food should be made cleaner and more carefully; Environmental pollution, food service culture (Ecosystem health and cultural attraction); Cable car and tram fares to the top of Fansipan are high; Not much variety of services; Buffet food at the fansipang cable car and food at tourist attractions such as Ham Rong mountain, Cat Cat village are not delicious and attractive; Not a lot of built-in introductory information; Rooms in some places are not clean (Services and prices); The situation of children following customers to entice customers to buy, which leads to disturbed customer psychology; Children beg, entice tourists, carry babies to sell goods, beg of customers; Or being blocked by ethnic children asking for money

I gave it but I still followed it So it was a bit inconvenient; Cultural identity, Communication of indigenous people with visitors, especially foreign tourists (people).

Respondents‟ suggestions for enhancing services and motivating visitors to visit

Table 4.36 Suggestions for enhancing services and motivating visitors to visit

Overcoming the situation of street vendors, raising people's awareness

Should control about security, the status of asking for money from tourists

Ecosystem health and cultural attraction

Need to keep ecological environment and national culture Minimizing constructions that destroy the inherent natural landscape of Sapa Environmental sanitation Service prices Product quality is what needs to be taken care of to attract customers dismantling buildings built against plan, remove sidewalks eateries Organize more community cultural events bearing the local cultural identity

It is necessary to have solutions to preserve the inherent culture and landscape of Sapa An assessment of the capacity of Sapa is needed

No Items Respondents’ answers to ensure between boosting the number of visitors to Sapa towards the goal of sustainable development

More experience activities Develop more entertainment areas, cultural experience activities Discount cable car tickets, tram to the top of Fansipan

Every month, there should be 1-3 sales holidays of all kinds of services to attract customers And there is a fan page on facebook so that today's young people can easily access it Thank you

Increase many new entertainment services, can integrate QR code about information about monuments

Environmental sanitation Service prices Product quality is what needs to be taken care of to attract customers

With the question 52: “Would you mind giving suggestions for enhancing services and motivating visitors to visit Ecotourism sites of Sapa of ecotourism sites of Sapa? Some respondents gave their recommendations as seen in talbe 4.36 The porposed solutions involved in items of People; Services and prices and Ecosystem health and cultural attraction Tourists‟ recommendations and suggestions for enhancing services in eco-tourism sites in Sapain each item such ass overcoming the situation of street vendors, raising people's awareness; Should control about security, the status of asking for money from tourists (people); Need to keep ecological environment and national culture; Minimizing constructions that destroy the inherent natural landscape of Sapa; Environmental sanitation Service prices Product quality is what needs to be taken care of to attract customers; dismantling buildings built against plan, remove sidewalks eateries; Organize more community cultural events bearing the local cultural identity;

It is necessary to have solutions to preserve the inherent culture and landscape of Sapa An assessment of the capacity of Sapa is needed to ensure between boosting the number of visitors to Sapa towards the goal of sustainable development (Ecosystem health and cultural attraction); More experience activities; Develop more entertainment areas, cultural experience activities; Discount cable car tickets, tram to the top of Fansipan; Every month, there should be 1-3 sales holidays of all kinds of services to attract customers And there is a fan page on facebook so that today's young people can easily access it Thank you; Increase many new entertainment services, can integrate QR code about information about monuments; Environmental sanitation Service prices Product quality is what needs to be taken care of to attract customers (Services and prices).

SUMMARY, CONCLUSION AND POLICY RECOMMENDATIONS

Summary

The main purpose of the research was to determine the tourists‟ satisfaction and their behavioral intention to travel to eco-tourism destinations of Sapa for the Year 2020 A questionnaire was designed with the purpose to describe the factors influencing tourists‟ satisfaction of the eco-tourism destinations of Sapa as perceived by respondents and determine the influence of tourist‟s satisfaction on tourist‟s behavioral intentions to pay more, to return, and to recommend to friends and relatives The respondent of this study were domestic visitors who visted five ecotourism sites of Sapa (Lao Cai province) Because of Covid 19 epidemic‟s influence, the survey was conducted online in two months and 500 responses were received The samples‟s job The age of the respondents were from below 18 to over 60 To have the general view of the respondents, this study used Likert scales All measurement items are based on a five-point Likert scale (1=strongly disagree; 5=strongly agree) The author used SPSS version 20 to run the data Since the population was non propbalistic and data was not normally distributed, Non parametric test was used such as Mann-Whitney U-test for two groups (instead of t-test), Kruskal Wallis H-test for three or more groups and Spearman Rho In addition, descriptive statistic, reliability test, factor analysis, were used in this study After analyzing the data, the research described the profile of the respondent‟s items of gender, age, tourist type, occupation, marital status, education level, and average monthly income, described the differences in factors influencing tourist satisfaction according to profile of tourists, described the differences in factors influencing tourists‟ satisfaction of the eco-tourism destinations of Sapa as perceived by respondent, describe the differences of tourist‟s satisfaction on tourist‟s behavioral intentions to pay more, to return, and to recommend to friends and relatives and proposed some solutions to improve tourist‟s satisfaction for eco-tourism destinations in Sapa and their behavioral intentions.

Conclusions

Regarding the scale system, the scales measuring the components affecting the satisfaction of tourists after the proposal had achieved the reliability and the allowable value The research results of Cronbach Alpha coefficient of the scale of independent components and dependent components (except for variables HCA4, F3 and TS3) had the reliability greater than 0,7 and less than 0,95 Thus, the scale designed in the research was statistically significant and achieved the necessary reliability coefficient

Regarding the exploratory factor analysis study of EFA with 22 observed variables of the independent component and 13 observed variables of the satisfaction scale component, the visitor's behavioral intention (both with factor loading coefficients greater than 0.5) The analysis results show that, after removing an observed variable (EH2), three factors were extracted and the dependent factors all reached the required value and were statistically significant

Regarding Kruskal Wallis H-test, according to test statistics in tables, Chi-Square looking up the normal distribution table Statistical significance level p < 0.05, which meant that we rejected H02, H03 and accepted H2 , H3

H2: There are differences in factors that significantly influence the tourists‟ satisfaction of eco-tourism destinations Sapa as perceived by the respondents

H3: There is a difference in factors significant influence of tourist‟s satisfaction on the behavioral intentions of tourists to pay more, to return, and to recommend to friends and relatives

Regarding H01: the comparison of tourists‟ satisfaction according to individual characteristics, based on the analysis results of Kruskal Wallis H-test and Mann-Whitney U- test, there were differences in satisfaction in age groups, gender groups, group of educational level, group of occupation, and group of tourist type In addition, there was no difference in average income; the times visitors travelled to ecotourism destinations of Sapa; these reasons to explain why people went to ecotourism districts of Sapa; the ways visitors get information about traveling; marital status.

Policy Recommendations

Based on the Department of Culture and Information‟s report - Sapa District People's Committee on the results of culture, sports, tourism and family work in 2019- The main direction and tasks in 2020: Continue to implement the Plan 101/KH-UBND dated March 27,

2018 of Sa Pa District People's Committee and Developing community-based tourism related to conservation and promotion identity and natural resources in Sa Pa town in 2020

Due to People's Committee of SaPa town on the results of 4 years of implementing Project No 03 "Tourism development in Lao Cai province, period 2016-2020" and Project

No 03 "Renovation and strengthening of tourism management" State management of tourism and services in the district, period 2016-2020"

Proposing the name of the project "Building Sa Pa national tourist area with international focus in the period of 2021-2025"

- General objective: in order to make Sa Pa become an international tourist area level with a synchronous and modern base system; diversified, unique, quality and professional tourism products, meeting ASEAN green tourism urban standards; capable of competing with countries in the region and internationally

- Specific objectives: By 2025, the following targets shall be achieved:

+ Number of tourists: Reaching 5.8 million visitors;

+ Average number of days of stay: From 3 to 3.5 days/person;

+ Average spending of guests: Reaching 2.3 million/day/guest;

+ Tourism - service revenue: Reaching 40 thousand billion VND;

+ Number of accommodation establishments: Reaching about 800 establishments with a total of over 22,000 rooms, of which 100 are standard hotels with 2 stars or more and resorts + Local tourist sites and attractions will be further developed, contributing to expanding tourism space to communes with potential for tourism development There are at least 05 tourist spots meeting ASEAN standards;

+ Contributing to the preservation and promotion of cultural values, scenic relics and historical-cultural relics;

+ Create jobs for 20,000 employees, including 13,600 direct workers and 6,400 indirect workers in the tourism - service industry;

+ Contributing to physical development, improving people's intellectual and cultural life, and improving people's lives

- Regarding the environment: Develop green tourism, responsible tourism, eco-tourism in association with community tourism; Preserve and improve tourism resources‟ values and environment protection

- Regarding national defense and security: Tourism development must be closely combined with consolidating, creating a safe and friendly destination for tourists

- Research and propose to apply state policies and investments to support the development of rural, mountainous and border areas to develop mountainous tourism, contributing to hunger eradication and poverty alleviation for the villages ethnic minorities through investment in infrastructure development, labor training organization, and small credit granting

- Developing and implementing the program "Lao Cai friendly" to solve the problem of attracting tourists and building the image of tourism in Lao Cai province:

+ Build a market for local ethnic people to sell goods

+ Strengthen on-site management; propaganda campaign

+ Build and complete handicraft cooperative groups associated with community tourism development

+ Movements to encourage employees at enterprises to implement

- Develop guidelines on environmental management, waste and social responsibility for tourism business establishments

- Development of "Green Lao Cai" award: is an annual award to commend and promote the initiatives to develop products, tourist attractions that provide innovative tourism services and promote the goal of sustainable tourism development, environmentally and socially responsible tourism

- Ensuring security, politics, social order and safety in tourism development:

+ Coordinate with functional agencies in developing programs and organizing training, education and propaganda on tourism security measures

+ Ensuring national security and safety in tourism investment, promotion, promotion and business activities Building safe routes, points and tourist areas makes tourists really feel secure, not troubled when traveling in Lao Cai Building a healthy tourism environment, free of beggars, enticing tourists, limiting and repelling social evils

+ Propagate the protection of natural resources, historical and cultural relics, intangible cultural values, tourism resources Sustainable tourism development is associated with environmental protection, green, clean, beautiful landscape

- Coordinate with businesses to build community tourist spots and transfer them to people

- Organize the implementation of standards on sustainable tourism (green lotus label, responsible tourism criteria )

- Establishing a tourism management office in Sapa

 The problem of enticing and stalking customers had tended to decrease, but there was still a situation where people took advantage of children to sell and buy goods

 Number of businesses and tourists participating in “Green Lao Cai” was rasing, but due to the impact of covid many tourism businesses had to close and restaurants went bankrupt

 Guidelines on environmental management and social responsibility were disseminated widely variable and gradually applied by enterprises

 The “Green Lao Cai” award was held annually and announced widely propagated Brand was well built and managed

 Number of craft villages participating in the program and sales of Craft Fansipan branded products

5.3.2.1 Policy recommendation about Ecosystem health and cultural attraction

In the result analysis, the variables were below 3,4: EH3 Original status of the forest/ terraces/ hill/ waterfall/ silver (3,21); EH1 Wildlife sighting and sighting of avifauna (3,14); From survey data, when being asked about limitation and suggestion, the respondents‟s answers were “Buildings are being built everywhere in Sapa without proper planning It makes Sapa more polluted and loses it‟s inherent beauty which is the most attractive for tourists when traveling here”; “Sapa is losing its landscape, environment and traditional culture of ethnic minorities”; “Street food should be made cleaner and more carefully”;

“Environmental pollution, food service culture” and recommendations were “Need to keep ecological environment and national culture” and “Minimizing constructions that destroy the inherent natural landscape of Sapa”; “dismantling buildings built against plan, remove sidewalks eateries”; “Organize more community cultural events bearing the local cultural identity”; “It is necessary to have solutions to preserve the inherent culture and landscape of Sapa An assessment of the capacity of Sapa is needed to ensure between boosting the number of visitors to Sapa towards the goal of sustainable development.”

Regarding the ecosystem health, it is necessary to recommend these following suggestions:

- Develop a plan to exploit forest resources (Hoang Lien National Park), high mountains (Mount Fansipan) at an appropriate level

- Protect and maintain village ecology (Cat Cat village), agro-ecology, terraced fields (Muong Hoa valley)

- Protect important ecosystems, keep ecological balance and protect rare genetic resources

- Afforestation Preventing soil erosion, greening the land for planting hills

- Forest fire prevention Protect forest resources

- Promote the propaganda and education of forest protection, limit deforestation, especially watershed forests

In terms of cultural attraction, local people need to be more hospitable and show their love by promoting the conservation values of the nation by inviting wine, exchanging dances, doing tourism Customers are both attached and impressed when communicating

Management agencies at ecotourism sites in Sapa and destination operators for touring to develop business, it is necessary to keep the exclusive nature and utilize the resources‟s beauty and value

5.3.2.2 Policy recommendation about Amenitites (AM)

In the result analysis, the variables were below 3,4: AM1 Easy traffic (3.29); In terms of facilities, authorities at all levels need to invest in repairing roads leading to tourist attractions, improving and upgrading the public transport system to make it more convenient for tourists to move Since the bus station has been moved out, a vehicle is required to assist guests to their accommodation

Moreover, services‟ development to improve the satisfaction of tourists such as information for services; extend many new entertainment services; Integrate QR code about information about ecotourism sites in Sapa

5.3.2.2 Policy recommendation about Accommodation, food, people, safe and security (AFPSS)

From survey data, when being asked about limitation and suggestion, the respondents‟s answers were “Cable car and tram fares to the top of Fansipan are high”; “Not much variety of services”; “Buffet food at the fansipang cable car and food at tourist attractions such as Ham Rong mountain, Cat Cat village are not delicious and attractive.”; Not a lot of built-in introductory information”; “Rooms in some places are not clean”; “The situation of children following customers to entice customers to buy, which leads to disturbed customer psychology”; “Children beg, entice tourists, carry babies to sell goods, beg of customers” and recommendations were “Overcoming the situation of street vendors, raising people's awareness”; “Should control about security, the status of asking for money from tourists”;

“More experience activities”; “Develop more entertainment areas, cultural experience activities”; “Discount cable car tickets, tram to the top of Fansipan”; Every month, there should be 1-3 sales holidays of all kinds of services to attract customers And there is a fan page on facebook so that today's young people can easily access it Thank you”; “Increase many new entertainment services, can integrate QR code about information about monuments”; “Environmental sanitation Service prices Product quality is what needs to be taken care of to attract customers.”

In the result analysis, the variables of accomodation were below 3,4: AC1 The quality and service of the hotels / motels meet the requirements (3,18); AC2 The reasonable price for accommodation services (3.01); AC3 Professional staff (3.28); HCA3 The local people are hospitable and friendly (3.38);

When deciding to stay to visit Sapa, overnight accommodation is what tourists care about If the rooms are well equipped with amenities that will make guests feel comfortable during their stay Therefore, for accommodation establishments, it plays an vital role in developing the quality and quantity of hotels services for domestic tourists During the high season, room shortages occur and restaurants are overcrowded Therefore, in addition to improving the quality of existing hotels and restaurants, departments and agencies need to create favorable conditions for businesses to invest in building construction of accommodation facilities At the same time, develop tourist attractions at night so that visitors have more choices besides clubs and clubs like before