RESEARCH OVERVIEW
Reason for choosing the topic
Ecotourism today has become a popular and important trend in the tourism industry With the rise of awareness of environmental protection and the necessity of preserving natural areas, ecotourism is attracting interest from both tourists and destination managers In the tourism industry, attracting and retaining customers is one of the important factors for business development Nam Cat Tien National Park inLong An has attracted the attention of many visitors with its beautiful natural landscape and new experiences However, in order for customers to intend to return,there should be a number of factors that are considered and improved One of the prerequisite factors is the quality of service Customers expect dedicated and professional treatment from the staff in the resort Staff need to be trained in communication skills, understanding of their products and services to be able to meet all customer requirements The warmth, friendliness and attentiveness of the staff will make an important contribution to creating a positive travel experience for customers.The maintenance and improvement of the quality of leisure activities is another important factor Nam Cat Tien National Park needs to constantly update new and attractive activities to attract the attention of customers Organizing interesting activities such as adventures in the forest, walking over suspension bridges or participating in cultural activities will make this tourist area an attractive destination not only for people in the area but also for visitors from far away and especially foreign visitors Creating a safe and comfortable environment is also indispensable.Ensuring security, hygiene and comfort is important so that customers can enjoy their travel without risks or hassles In order for customers to intend to return to Nam CatTien National Park, business owners (General Department of Forestry, Ministry ofAgriculture and Rural Development) need to focus on improving services, improving the quality of recreational activities, creating a safe and comfortable environment,guaranteed infrastructure, It is essential to study all these factors to enhance positive perceptions and at the same time suggest ways to improve, to increase satisfaction and return of visitors to Nam Cat Tien National Park Stemming from the above practices, the topic "Factors affecting the intention of visitors to return in Nam Cat Tien National Park" aims to offer solutions and solutions to increase the return of customers and the higher purpose is the loyalty of customers
Get a better understanding of what factors can make a positive impact and maintain customer interest in the destination This research is not only theoretical but also has practical implications in the development and management of tourist resorts One of the purposes to study the factors that influence guests' intention to return is to help resort operators better understand their customers' wants and needs By identifying these factors, businesses and managers can take appropriate measures to attract and retain customers, thereby increasing revenue and sustainable development for the resort.
Help identify the strengths and weaknesses of Nam Cat Tien National Park This allows managers and businesses to focus on improving incomplete aspects, thereby enhancing the customer experience and creating higher satisfaction.
Contribute to the development of Vietnam's tourism industry By better understanding our customers' intentions to return, we can build effective marketing and promotion strategies to attract domestic and foreign visitors This not only brings economic benefits, but also contributes to building a positive image of the country. The study of factors affecting visitors' intention to return to Nam Cat Tien National Park is important in improving customer experience, enhancing satisfaction and sustainable development for Vietnam's tourism industry.
1.3 Subjects and subjects of study
Subjects of study: factors affecting the intention of domestic visitors to return to
Nam Cat Tien National Park.
Study subjects: tourists returning to Nam Cat Tien National Park.
Study documents, theoretical foundations, overview and current status of NamCat Tien National Park Actual survey of current status and customer assessment after visiting Nam Cat Tien National Park Find out the reasons why customers do not return to the resort and offer solutions to that cause Write reports and offer methods and solutions.
- Research methodology: Consult an expert
- The research paper was conducted in Ho Chi Minh City The research paper was surveyed from customers who have visited Nam Cat Tien National Park.
- The study will be conducted nearly 3 months from October 7, 2023
- This research paper focuses on the factors affecting the intention of customers to return when coming to Nam Cat Tien National Park.
1.7 Overview of the research situation:
1.7.1 Overview of domestic research situation
According to Nguyen Van Thich (2021), Factors affecting Binh Quoi's intention to return to tourist destinations of domestic tourists have come to a conclusion affecting the intention to return as shown through the image of the tourist destination, natural and cultural environment, reasonableness of prices, tourist infrastructure, accessibility, local cuisine, entertainment services, local people.
According to Lin et al (2007), Influence of destination image, emotional value on visitor satisfaction and loyalty: Dalat city case study, tourist satisfaction positively influences the factor of returning to the attraction.
According to Nguyen Tien Thanh (2021), The relationship between the image of Da
Nang destination and the intention of domestic tourists to return The emotional factor partly influences the intention of visitors to return when visiting the attraction.
This topic has been researched by many authors, some factors have been mentioned and the authors have proposed some more elements to expand the topic.
According to M-K's customer satisfaction model Kim et al argue that customer satisfaction consists of six basic components: service quality, service price, brand image, advertising promotions, added services, customer service.
According to research by Hossain, M A., Chowdhury, M R., & Jahan, N (2017) suggests that the factors used to determine consumer satisfaction and loyalty are: price factors, service quality, customer care, brand image.
Thereby, the authors agree with factors such as service quality, service price, tourist attraction image, natural environment, infrastructure, local cuisine, entertainment services and give some other factors that can affect customer loyalty such as brand reputation, perceived value.
THEORETICAL FOUNDATIONS AND RESEARCH MODELS
Theoretical basis
In recent years, when tourism products are more and more diversified in the market with many different price segments aimed at each customer, that business aims to attract, find new customer files and maintain relationships between customers who have used tourism products However, the return rate of customers for travel products they have used is relatively unsatisfactory, customers are always looking for new products and services to solve problems that satisfy their needs So to overcome this, some researchers have come up with a lot of concepts about each problem such as:
2.1.1.1 The concept of service quality
One of the first factors affecting the return rate of customers or establishing customer loyalty to the tourism products provided by that enterprise, the quality of service will play a significant part in influencing the feeling of customers, thereby shaping the decision of returning customers in the future
According to the International Organization for Standardization ISO defines as relevant factors of service quality: "Quality is the ability of the set of characteristics of a product, system or process to meet the requirements of customers and stakeholders." The author, according to Parasuraman, Zeithaml and Berry (1985), introduced the notion that service quality can be seen as the gap between customers' expectations and their perceptions after using the service.
Service quality is also considered the process by which the supplier must ensure the satisfaction of all legitimate products and service needs, requirements and expectations of consumers, at an acceptable price according to the World Tourism Organization
In addition to the researchers' concept of service quality, there is a relationship between service providers and their expectations and perceptions after customers have used the product In order to meet the research objectives of the group, the team observed and concluded as follows In addition to the relationship as listed by the above authors, there will be some objective factors that the authors also recognize some factors affecting service quality such as according to Nguyen Xuan Thanh
(2015), Impact of destination image on customer loyalty: In the case of Nghe An tourist destination, PhD thesis, Hanoi University of Science and Technology, service quality is influenced by factors such as destination image, natural environment, infrastructure, local cuisine, entertainment services.
2.1.1.2 The concept of brand reputation
According to Thuong Cong magazine, they show that customers often rely on reputation and brand to choose products Because when it comes to product brands, customers usually know the style/quality/price of each brand, from which they can easily choose their favorite products.
2.1.1.3 The concept of emotional value of customers
According to the author Sheth et al (1991), emotional value refers to the emotions and happy and sad states of customers when using or experiencing services/products at businesses In addition, for the landscape at the tourist attraction, Williams & Soutar (2009), for the point of view, emotional value is assessed to create a sense of safety and enjoyment to stimulate the discovery of customers at a certain attraction
2.1.1.4 The concept of customer satisfaction
After meeting the concepts that the author team has drawn from many different authors about service quality, brand image, price and brand reputation The authors would like to mention some conceptual bases of customer satisfaction in the tourism industry
For a business that has ensured the above factors that the authors have presented or more, the higher the rate of meeting customer satisfaction will be Weber
(1996) argues that customer satisfaction is a fundamental element of customer marketing theory that has an important influence on a customer's future purchase intent, either through distribution or word of mouth (WOM)
2.1.1.5 The concept of customer loyalty
The last concept that the authors want to mention in the research paper is customer loyalty in the tourism industry After meeting the expectations and expectations of customers, businesses will get a part of customer satisfaction Thereby forming customer loyalty and increasing the return rate for used tourism products in the future Because customer loyalty is critical to the success of any organization
According to Oliver (1997), loyalty is a behavioral bond directed to future purchases of products or services Because the rate of return of visitors to a certain tourist destination that they have visited or not is very difficult to predict.
Besides, customer loyalty is also shown through the decision of customers whether to return to use the service and whether they are willing to recommend products at that business to customers or not According to Chen and Tsal's research
(2007) và Oppermann (2000) cũng đã đề cập như sau: “mức độ của lòng trung thành đối với một điểm đến được thể hiện qua ý định quay lại và sẵn sàng giới thiệu nó cho người khác”.
Research hypotheses and models
The relationship between visual elements of tourist spots, natural environment, infrastructure, local cuisine, entertainment services and service quality
Yumi Park and David Njite studied the relationship between Destination Imagery and Traveler's Intended Behavior in Jeju Island, South Korea In this study, Destination images are measured through 04 factors: (1) Environment, (2) Attractiveness of the destination, (3) Value for money, (4) Climate The authors developed a research model to examine the relationship between the components of Destination Imagery to Visitor Satisfaction, which in turn influenced Traveler Intent to Return.
Asuncion Beerli and Josefa D Martín conducted research on the influence of travelers' individual characteristics on different components of travelers' perceptions of destination images Factors that affect visitors' perception of destination image include: Natural environment, Infrastructure, Tourism infrastructure, Entertainment services, Cultural, historical and artistic values, Political and economic factors.
Tun Thiumsak and Athapol Ruangkanjanases studied the factors influencing international tourists returning to the Thai capital, Bangkok This study, although referring to international tourists, is a theoretical basis and builds a number of factors that affect the intentions of domestic tourists The results of the study identified five factors that affect foreign visitors' intention to return to Bangkok, Thailand, including:
Satisfaction of destination attributes, Overall satisfaction, Perception of attractiveness of the destination, Overall image of the destination, Tourists' motives.
According to Nguyen Xuan Thanh (2015), Destination image impact on customer loyalty: The case of Nghe An tourist destination, PhD thesis, Hanoi
University of Science and Technology
H1: The image of the destination is the impression, belief and general simulation of the destination that wants to target customers Or it is also the attributes of associating the brand of the travel destination with identifying characteristics that help customers have an overview of that travel destination.
H2: The natural environment is elements that occur in nature but do not have an impact from humans In tourism, the natural environment includes rivers, mountains, ponds, lakes, forests, deserts, weather,
H3: Infrastructure is a component that has a significant impact on the quality of services Infrastructure is a fairly transparent tool for most people, within time and space, tied to familiar structures such as the power grid, water, the Internet, and airlines The infrastructure includes general infrastructure (medical services, telecommunications, ) and tourism infrastructure (such as houses, restaurants, hotels, tourist centers, ).
H4: Food has become an increasingly important factor in the tourism industry, which will help improve food service as well as increase customer satisfaction For destination food suppliers, it is necessary to expand the knowledge of tourists' food culture (including eating habits, tastes, customs, ) to make the food fit the habits of tourists
According to the Oxford Dictionary, leisure refers to time spent doing what you enjoy when you're not working or studying Entertainment is also defined as a film/musical, used to entertain people H5:
Recreation includes outdoor activities, adventure activities, shopping as well as nightlife.
The relationship between emotional value and visitor satisfaction and loyalty
It is possible that emotional value will also have an impact on customer behavior decisions, as according to Sheth &; colleagues (1991) When visitors visit with a positive emotion towards the tourist destination, this will lead to the satisfaction of visitors and the authors that the authors have consulted also cite the relationship between emotional value, which is a good catalyst to positively impact the experience and satisfaction of visitors (Gallarza & Saura, 2006; Hung & Petrick, 2012)
Customer satisfaction with a tourist destination is a positive state that affects the perception and behavior of customers Many researchers have argued for verifying the positive impact of customer satisfaction on their loyalty (Chen et al., 2007; Pham &; Kullada, 2009) In the tourism industry in particular, there are also various studies to verify the positive relationship between customer satisfaction and loyalty, such as Yoon & Uysal (2005); Lee (2009); Hung & Petrick (2012); Horng et al (2012).
Based on some of the above theories, the authors have concluded and would like to propose the following hypothesis: H6 Emotional value is a positive catalyst for customer satisfaction and loyalty
The relationship between Service Quality and Customer Satisfaction in the tourism industry
To know a good product, high reliability, businesses will have to prove that their service quality will meet the expectations and expectations of customers Because service quality can be said to be the first measure in deciding to use tourism products for that business to provide in the market, if a tourism business provides products and services that meet the criteria set by customers, this is the factor determining satisfaction as well such as achieving customer satisfaction According to Oliver
(1993), the quality of service affects the level of customer satisfaction This means that service quality is determined by many different factors, which are part of the determinant of satisfaction (Parasuraman, 1985, 1988)
According to Cronin & Taylor (1992), the test and conclusion is that quality of service leads to customer satisfaction Service quality is the first factor of satisfaction and the main factor affecting satisfaction.
Based on the above theoretical bases, the authors have concluded and proposed the hypothesis as follows: H7 service quality is the top prerequisite factor leading to customer satisfaction
The Relationship Between Price and Customer Satisfaction in the Travel Industry
According to Cronin and Taylor (1992), customers do not necessarily buy the highest quality products or services, they will buy the products and services that give them the most satisfaction Therefore, service quality does not affect the price, but it will affect customer satisfaction.
According to Patterson et al (1997), with the fierce competition of the current industry, customers' perceptions of products and services, price and customer satisfaction are closely related Without mentioning price, satisfaction research would be inaccurate.
RESEARCH DESIGN
Study design
During the research process, the first thing that needs to be determined is based on data about the factors that affect customer loyalty about a product in the long run and extend the life of a product In the following, the authors would like to present the research process that the authors have carried out throughout the measurement research process are qualitative research and quantitative research.
The research process of the author team will present in specific steps as follows:
Table 3.1 Summary of research steps
Step Research methodology Data Collection Techniques Execution time Location
1 Qualitative Expert interviews, group discussions Oct – 16 HCM City
2 Quantitative Surveys through surveys Nov – 7 HCM City
Source: Author Synthesis 3.1.2 Research methodology
The first step in this research method is to find theories and synthesize materials from the textbooks, relevant domestic and foreign studies that have been published by the authors before, helping the author group inherit the approach to solving problems of previous authors and at the same time help the group of authors gathered review the observed factors and variables, thereby building a preliminary research model for the trial investigation process with experts However, there are still some factors and variables observed that affect this scale, because these factors and scales are developed in developed countries, leading to differences in culture and speed of tourism economic development compared to Vietnam's tourism economic market At the same time, the model and legacy scales of the authors are integrated from research articles from domestic and foreign authors related to customer loyalty and customer satisfaction, but the observed variables and factors are not really consistent with the research model of the proposed author team.
Therefore, the authors conducted qualitative research through expert interviews with the purpose of appraising and adjusting the research model to build a survey for quantitative research, the authors conducted an interview and discussed with 1 expert researcher in the field of tourism about the impact factors touch customer loyalty.
The next step is to conduct a group discussion of 5 people who have used the services of Nam Cat Tien tourist area who are currently studying, working and living in
Ho Chi Minh City The purpose of the group discussion is to check and re-evaluate the use of words in each question, each measurement variable to ensure that the subjects interviewed through the questionnaire understand correctly and clearly The participants in the group discussion are those who have had time to experience all the services at Nam Cat Tien tourist area.
The authors carry out qualitative research for the purpose of which is to supplement and adjust the scales, as well as to verify the clarity of words, the ability to speak as well as the duplication of statements in the scale so that it can be adjusted accordingly Therefore, through this result, the authors have adjusted the research model and scales to suit the loyalty of customers in Nam Cat Tien tourist area.
After satisfying the conditions in step one, the authors conducted a large-scale survey of official data Income data by two main methods: direct surveys and Internet surveys For the Internet survey method is carried out through the docsgoogle tool The authors expect to collect a minimum of 280 required forms, the authors design questionnaires and distribute to potential candidates a list of relatives, friends, colleagues of the author group by email and social applications such as zalo, Facebook, until enough pieces are needed, they will stop.
The results of the survey will be entered into the Microsoft Excel Comma Separated Values File (.csv) and will use SmartPLS 3.0 software to perform the analysis:
During the analysis, the authors need to determine the correlation of the observed variables in the scale with each other through Cronbach's Alpha (CA) reliability assessment, Composite Reliability (CR);
In addition, the authors also need to check model compatibility, convergence,distinction, reliability and CFA (Confirmatory Factor Analysis) quoting variance Finally,the authors need to check model compatibility, hypothesis testing, impact assessment using SEM (Structural Equation Modeling).
Qualitative research
Qualitative research to better understand the factors that impact customer loyalty and thereby give the right scale for variables in the research model Qualitative research aimed at:
First, analyze, adjust and add variables to make measurement of research concepts tailored to the research market.
Second, understand and assess the appropriateness of the scale after adjusting from the study model and scale of the study concepts.
Third, continue to check and re-evaluate the wording in each sentence to make sure that yes, the authors propose research models and research hypotheses, then conduct interviews with experts on factors affecting customer loyalty to use tourism services in
Nam Cat Tien National Park; interview experts The factors given by the authors were consistent with the subjects interviewed by the survey that understood the meaning.
To determine the scale for the study, the authors conducted expert interviews and group discussions with subjects who had visited and used services in Nam Cat Tien National Park The implementation steps of qualitative research are as follows:
Step 1: Identify the factors that affect customer loyalty.
Step 2: In-depth interviews are conducted through interviewing experts, researchers, managers who have expertise in the field of tourism This step includes the following tasks: preparing expert interview questions and identifying interview subjects who people with research knowledge and people with in-depth experience in the field of tourism are. First, the authors give the topic and purpose of the research and discuss together to come up with a survey for research The authors learn about the research and work experiences of interviewing experts on the issue of customer loyalty when traveling. After the topic or not and whether anything needs to be added, the authors finally carefully recorded the opinions of experts and summarized them into a table of expert interview results.
Step 3: Group discussions, including outlining group discussions Then determine the requirements for selecting interviewees The audience invited by the author group consists of 6 people.
The discussion is about the factors that affect customer loyalty, listing the variables for each scale and discussing with the interviewee the level of significance of the problem, the discussion content is based on the prepared outline.
The outline of the discussion of the group of customers using the service is made up of three main parts: the introduction and the discussion problem, the main part is to conduct the discussion and then the end of the discussion.
In the introduction, the authors clearly state the topic, research purpose, research object, thoughts and discuss together to build a survey for research.
In the discussion section, the authors asked thematic questions and interviewed each subject about the scales: factors affecting customer loyalty to Nam Cat Tien National Park; The authors ask questions about the factors and ask if the assessment team is appropriate, whether the factors need to be added and with that encourage participants to answer questions positively.
At the end of the discussion, the results of the group discussion will be recorded by the secretary with the opinions of the group members and summarized into a table of group discussion results It will then be summarized and emphasized to the main points with the participants again.
Qualitative research is concluded when the questions discussed consistently produce results that coincide with previous results The results of the discussion were developed into a formal survey with clear and easy-to-understand question content The results of qualitative research are shown at the next step of adjusting the scale to obtain the right model and scale.
The first result: on the model of factors affecting customer loyalty in Nam Cat Tien
National Park, the expert proposed between raw and no other factors and the research model consists of eleven factors: (1) service quality, (2) price, (3) brand reputation, (4) perceived value and in service quality, there are also factors (5) destination image, (6) natural environment, (7) infrastructure, (8) local cuisine, (9) entertainment services; that has a positive effect on (10) customer satisfaction and in turn has a positive effect on (11) customer loyalty in Nam Cat Tien National Park.
The second result: experts and teams believe that the content of the scales is suitable for evaluation for the study.
Thus, at the end of the qualitative study concluded that the research model has 11 variables and 45 scales, the author's proposed research model is preserved.
The scale" of factors influencing visitor loyalty in Nam Cat Tien National Park is based on inheritance from Chen & Kerstetter (1999), Dunning (1993), Tsai et al (2009),
Nguyen Dinh Tho (2018), Porter (2003), Uysal, Mclellan and Syrakaya, 1996; Iso-Ahola and Mannel, 1987; Fodness, 1994; Mohsin and Ryan, 2003; Shoemaker, 1989; Cossens,
1989, Lee, 2009, Lin & associates, 2007, Lin & associates (2007); Nguyen Tien Thanh,
Le Van Huy (2021) The author synthesizes and presents the measurement variables for the scales as follows:
The service quality scale, denoted "CL" is measured by 5 measurement variables, showing the perceived value when used:"
STT Ampersand Measurement variables Tham khảo
1 CL1 Fast delivery time of products and services
4 CL4 Services provided by enterprises always ensure quality and reputation
5 CL5 The services provided have unique characteristics of ecotourism
On the Brand Reputation scale, the symbol "UT" is measured by 4 measurement variables from UT1 to UT4:
STT Ampersand Measurement variables Consult
1 UT1 The brand of the business is known by many people
2 UT2 The brand of the business ensures trust
3 UT3 The brand of the enterprise is built and managed methodically
4 UT4 Eco-friendly business brand
Scale for emotional value, the symbol "GT" is measured by the measurement variable GT1 - GT4
STT Ampersand Measurement variables Consult
1 GT1 Places that create a sense of security Theo
2 GT2 Places that create a sense of security and a desire to explore
3 GT3 Places create stimulation with tourism
4 UT4 The place feels rejuvenated with visitors
The scale for satisfaction, symbol "HL" is measured by two measurement variables HL1 and HL2:"
STT Ampersand Measurement variables Consult
1 HL1 My overall level of satisfaction as an experience traveler
Uysal,MclellanSyrak aya,1996;Iso-Ahola và Mannel, 1987; Fodness,1994;
2 HL2 Level of satisfaction, I rate the resort
The scale for loyalty, denoted "TT" is measured by four measurement variables from TT1 to TT4:"
STT Ampersand Measurement variables Consult
1 TT1 I would recommend the destination to their friends
2 TT2 I would recommend the destination to others who want to travel
3 TT3 I would encourage relatives to choose to travel here
4 TT4 I will keep coming back to my destination in the future
The price scale, denoted "CP"" is measured by 4 measurement variables from CP1 to CP3:
1 CP1 Price but it will impact customer satisfaction.
Theo Cronin and Taylor (1992), Patterson et al
(2012), Lê Thị Tuyết và cộng sự (2014)
2 CP2 Price and customer satisfaction are closely interrelated
3 CP3 There are many packages to suit customer needs
4 CP 4 Reasonable prices at the resort
The scale for the natural environment, symbol "MT" is measured by five measurement variables from MT1 to MT5:"
STT Ampersand Measurement variables Consult
Lin et al., 2007; Lujun Su &; and Yinghua Huang
4 MT4 The climate is mild, pleasant
5 MT5 Have a special culture, history, heritage
On the infrastructure scale, denoted "CS" is measured by five measurement variables from CS1 to CS5:"
STT Ampersand Measurement variables Consult
1 CS1 Less congested transportation system
There are many diverse and convenient means of coming and going.
The means of transportation between tourist destinations in the region are diverse and convenient.
5 CS5 Destinations with many unique architectures
On the scale of local cuisine, the symbol "AT" is measured by three measurement variables from AT1 to AT3:"
STT Ampersand Measurement variables Consult
2 AT2 Dishes to fit tourists
3 AT3 Dining style suitable for customers
The scale for entertainment services, symbol "DV" is measured by 4 measurement variables from MT1 to MT5:"
STT Ampersand Measurement variables Consult
1 DV1 Tourism activities, tours are rich, novel and diverse
Lin et al (2007); Nguyễn Tiến Thành,
The means of transportation between tourist destinations in the region are diverse and convenient.
Ensuring safety and security for tourists in tourist and commercial areas
4 DV4 There are efficient hotlines for visitors.
On a scale of emotional value, the symbol "CX" is measured by 4 measurement variables from CX1 to CX5:
STT Ampersand Measurement variables Consult
1 CX1 Places create a sense of security
2 CX2 Places that create a sense of fun and exploration
3 CX3 Places that create excitement with visitors
4 CX4 Create a sense of youth for visitors
Questionnaires are secondary sources of data collected from domestic tourists For this study, the survey questionnaire consisted of two main parts:
Respondents' age, gender, origin, occupation, and experience are related to respondents' socio-demographic characteristics.
The survey tool is completely anonymous, does not require the name of respondents, and it is not necessary to identify each specific respondent during data collection or specific destination ratings It is important to find out how visitors feel when visiting Sac mangrove forest It allows data to be collected in each situation; to ensure that data collection is not recognized; and to ensure that information is collected at the team level.
The 5-point Likert type scale table is used as the response format for each factor variable, with specified values where 1 is "Very Disagree" to 5 is "Very Agree" There will be 5 factors used for the Likert scale:
▪ Department of Agriculture and Rural Development
The first part includes questions related to the respondent's views on the local community The items include statements to see if local communities and ecotourism influence each other.
The second part includes six statements to see respondents' opinions on how operators and businesses affect ecotourism.
This is followed by tourism organizations, departments of agriculture and rural development, non-governmental organizations that reflect the respondent's views on a particular issue A questionnaire consists of a list of questions compiled to elicit reliable answers from a selected sample for the purpose of determining what participants do, think, or feel.
The type of interview that the author decides to use is
• Structured interviews: Similar to questionnaires intended to guide the order of questions and how to ask specific questions, questions are generally open-ended The sample framework will include domestic and foreign tourists, management and service personnel.
Thus, with the structured interview, there will be a series of questions aimed at determining the respondent's overall level of satisfaction with their experience in Sac mangroves.
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SURVEY FORM Hello Sir/Madam,
Hello Sir/Madam, I’m Nguyen Khanh Duy and my partner is currently a final year student of the Department of Tourism and Hospitality at Ho Chi Minh City University of Foreign Languages and Information Technology Currently, I am writing a thesis with the topic "FACTORS AFFECTING TOURIST LOYALTY TO NAM CAT TIEN
The purpose of this research is to investigate factors that influence visitors' intention to return to Nam Cat Tien Tourist Area and tourist destinations in general From there I can learn from experience and contribute to developing the tourism industry during the current economic recession.
Therefore, my colleagues and I designed the survey below to have the amount of information to complete this research We hope you will take some time to answer the survey below Your opinion will help me a lot in my research topic.
If you have any questions or comments about the survey, please contact us
Phone number: 0328690674 or email: nguyenkhanhduy.doc@gmail.com
1 Have you ever been to Nam Cat Tien National Park? S
Yes (please continue to complete the survey).
No (please stop here, thank you for participating).
2 you gone to Bam Cat Tien National Park ?
4 For what purpose do you come here ?
☐ Go on bussiness ☐ Study, research
By default, the telecommunications provider that you primarily use has been answered in question 2, Part 1 Please provide your assessment of the above provider in the following statements For each statement, please indicate your level of agreement by circling the appropriate box on a 5-level scale:
Totally disagree Disagree Neutral Agree Completely
The mobile telecommunications service provider you are using is
(5) Regarding environmental quality issues in Nam Cat Tien National Park
2 The living environment is not polluted 1 2 3 4 5
4 The climate is temperate and pleasant 1 2 3 4 5
5 Has a special culture, history, and heritage 1 2 3 4 5 infrastructure issues at Nam Cat Tien National Park
6 There is little congestion in the traffic system 1 2 3 4 5
7 There are many diverse and convenient means of transportation 1 2 3 4 5
8 Means of transportation between tourist destinations in the area are diverse and convenient 1 2 3 4 5
9 Road quality is good ten Destinations have many unique architecture
About the problem local food
11 The cuisine has its own characteristics 1 2 3 4 5
About the problem service quality
13 Fast delivery time for products and services 1 2 3 4 5
15 Extensive food and beverage services 2 3 4 5
16 The services provided by businesses ensure quality and reputation 1 2 3 4 5
17 The service provided has its own unique characteristics 1 2 3 4 5 reputation issues
18 The brand is known to many people 1 2 3 4 5
20 Brands are built and managed systematically 1 2 3 4 5
Regarding the issue of brand image at Nam Cat Tien National Park
22 There are many famous scenic spots 1 2 3 4 5
23 There are many unique tourism products 1 2 3 4 5
24 The location creates an interesting feeling 1 2 3 4 5
Regarding the issue of perceived value, I found the provider's service…
Regarding satisfaction, using the provider's services I feel
Regarding the issue of cohesion, I intend to…
34 Encourage everyone to travel here 1 2 3 4 5
This section refers to your general personal information The information will allow us to make descriptive statistics and compare differences between response groups in this study.
☐ Under 18 years old ☐ From 18 to 28 years old
☐ From 29 to 39 years old ☐ From 40 to 50 years old
☐ Under 6 million ☐ From 6 to under 10 million
☐ From 10 to under 15 million ☐ From 15 to under 30 million
☐ From 30 to 50 million ☐ Over 50 million
☐ Ho Chi Minh City ☐ Hanoi