Tourist satisfaction antecedents and consequences a study of package tours at ninh thuan

TOURIST SATISFACTION: ANTECEDENTS AND CONSEQUENCES A STUDY OF PACKAGE TOURS AT NINHTHUAN In Partial Fulfillment of the Requirements of the Degree of MASTER OF BUSINESS ADMINISTRATION In Marketing major By Ms. Le Chi Nga Advisor: Assoc. Prof. Le Nguyen Hau ID MBA03022 International University - Vietnam National University HCMC August 2014 -ii- TOURIST SATISFACTION: ANTECEDENTS AND CONSEQUENCES A CASE STUDY OF PACKAGE TOURS AT NINHTHUAN In Partial Fulfillment of the Requirements of the Degree of MASTER OF BUSINESS ADMINISTRATION In Marketing major by Le Chi Nga ID: MBA 03022 International University - Vietnam National University HCMC August 2014 Under the guidance and approval of the committee, and approved by all its members, this thesis has been accepted in partial fulfillment of the requirements for the degree. APPROVED BY: COMMITTEE, ________________________ _______________________________ ______________________________ _______________________________ _______________________________ -iii- -iv- ACKNOWLEDGEMENT To complete this thesis, first and foremost, I would like to express my deep and sincere gratitude to my advisor, Assoc. Prof. Le Nguyen Hau for his enthusiasm, dedication, support and guidance throughout my thesis. I really appreciate the invaluable advice that he has given to me. My greatest thanks go to my dear parents for always by my side and encouraging me. They have given me unconditional love and support throughout my life. To my mom and dad, I love you and hope I could make you proud. Last but not least, I wish to give a special thank to my friends and other people who helped and supported me during conducting this thesis. -v- Plagiarism Statements I would like to declare that, apart from the acknowledged references, this thesis either does not use language, ideas, or other original material from anyone; or has not been previously submitted to any other educational and research programs or institutions. I fully understand that any writings in this thesis contradicted to the above statement will automatically lead to the rejection from the MBA program at the International University – Vietnam National University Hochiminh City. -vi- Copyright Statement This copy of the thesis has been supplied on condition that anyone who consults it is understood to recognize that its copyright rests with its author and that no quotation from the thesis and no information derived from it may be published without the author’s prior consent. © Le Chi Nga/ MBA03022/2014 -vii- Table of Contents ACKNOWLEDGEMENT ....................................................................................................... v Copyright Statement ..............................................................................................................vii Chapter I - Introduction .................................................................................................... 13 1. Introduction .................................................................................................................... 13 2. Objectives........................................................................................................................ 15 3. Practical significance ..................................................................................................... 15 4. Scope of the research ..................................................................................................... 15 Chapter II – Literature review and research model....................................................... 17 2.1. Literature review ........................................................................................................ 17 2.1.1. Tuorism industry ................................................................................................. 17 2.1.2. Tourist satisfaction to package tours and its antecedents ................................ 19 2.1.3. Customer loyalty .................................................................................................. 26 2.1.4. Customer satisfaction and relationship with customer’s decision to return/ loyalty .............................................................................................................................. 26 2.1.5. The indepth interviews ........................................................................................ 27 2.2. Research model ........................................................................................................... 29 2.3. Research hypotheses .................................................................................................... 30 2.4. Summary ...................................................................................................................... 30 3.1. Introduction ................................................................................................................. 31 3.2. The process of the reseach .......................................................................................... 31 3.3. Research design ........................................................................................................... 33 3.3.1. Sample ................................................................................................................... 33 3.3.2. Measurement scale .............................................................................................. 33 3.3.3. Questionnaire ....................................................................................................... 34 3.4. Pilot testing .................................................................................................................. 36 3.5. Data collection ............................................................................................................. 36 3.5.1. Data sources .......................................................................................................... 36 3.5.2. Data collection methods ....................................................................................... 37 3.6. Data analysis ................................................................................................................ 38 Chapter 4 – Research Results ............................................................................................... 41 4.1. Introduction ................................................................................................................. 41 4.2. Tourists’ demographics and travel patterns ............................................................ 41 -viii- 4.3. Descriptive statistics.................................................................................................... 44 4. 3. Reliability test ............................................................................................................. 50 4.5. Hypothesis testing ....................................................................................................... 62 4.6. Results of Hypotheses testing ..................................................................................... 67 Chapter V – Conclusions and Recommendations ............................................................... 69 5.1. Conclussion .................................................................................................................. 69 5.2. Recommendations ....................................................................................................... 71 5.3. Limitations and direction for the future research ................................................... 73 APPENDIX A ......................................................................................................................... 76 VIETNAMESE VERSION ..................................................................................................... 76 Phần 1: Thông tin chung ....................................................................................................... 76 ENGLISH VERSION ............................................................................................................. 80 -ix- Table of Figure Figure 2.1: Research model .................................................................................................... 29 Figure 3.1 : The reseach process .............................................................................................. 32 -x- Table of Tables Table 3.1: Measurement scale ............................................................................... 33 Table 4.1: Tourists’ characteristics ...................................................................... 42 Table 4.2: Tourists’ travel patterns ...................................................................... 44 Table 4.3: Descriptive Statistics of Accommodation .......................................... 45 Table 4.4: Descriptive Statistics of Restaurant ................................................... 46 Table 4.5: Descriptive Statistics of Transportation ............................................ 46 Table 4.6: Descriptive Statistics of Local people ................................................. 47 Table 4.7: Descriptive Statistics of Optional tour ............................................... 47 Table 4.8: Descriptive Statistics of Shopping activities ...................................... 48 Table 4.9: Descriptive Statistics of Tour leader .................................................. 48 Table 4.10: Descriptive Statistics of Overall satisfaction ................................... 49 Table 4.11: Descriptive Statistics of Tourists’ loyalty ........................................ 49 Table 4.12: Reliability test of Acommodation .................................................... 50 Table 4.13: Reliability test of Restaurant ........................................................... 51 Table 4.14: Reliability test of Local people......................................................... 52 Table 4.15: Reliability test of Shopping activities .............................................. 53 Table 4.16: Reliability re - test of Shopping activities ....................................... 53 Table 4.17: Reliability test of Option Tour......................................................... 54 Table 4.19: Re-test for Transportation reliability ............................................. 56 Table 4.20: Reliability test of Tourists’ satisfaction .......................................... 57 Table 4.21: Reliability test of Tourists’ Loyalty................................................. 58 Table 4.22: Re-test for Tourists’ Loyalty............................................................. 58 Table 4. 23: KMO and Bartlett's Test.................................................................. 59 Table4.24: KMO and Bartlett's Test.................................................................... 60 Table 4.25: Rename factors................................................................................... 61 Table 4. 26: Correlationsa ..................................................................................... 63 Table 4.27: Model Summaryb ............................................................................... 64 Table 4.28: ANOVAb ............................................................................................. 64 Table 4.29: Coefficientsa ........................................................................................ 65 Table 4.30: Model Summaryb ............................................................................... 66 Table 4.31: ANOVAb ............................................................................................. 66 Table 4.32: Coefficientsa for HL and TT ............................................................. 67 Table 4.33: Results of Hypotheses testing ............................................................ 68 -xi- Abstract Tourists’satisfaction is the most important thing in tourism industry, and Package tours are the most choosen type for traveling of tourists in Vietnam. This research identify factors influencing tourist satisfaction to package tour services at NinhThuan destination and investigate the impact of tourist satisfaction to NinhThuan package tour on intention to return. The research proposed a model includes factors of package tours such as: Quality of Acommodation, transportation, restaurant, shopping activities, optional tours, local people, and tourists’ satisfaction, tourists’ loyalty. The main results indicate that Quality of Acommodation, transportation, shopping activities, local people, have a posity effect on tourist’ satisfaction. Factors as Quality of Optional tour, and Quality of restaurant service are not get the supporting from the test result in having possitive effect on tourists’satisfaction. For the factor of Professionalism of tour leader, the relationship between this factor and tourists’satisfaction is not clear. Tourists’ satisfaction has a strong relationship with tourists’ loyalty. -xii- Chapter I - Introduction The goal of the introduction part is to give the reader a short introduction to the topic. In this section the goals and the structure of the research are introduced. Also, there is a short description of the case of NinhThuan tourism. 1. Introduction Tourism is the largest industry on earth. Many countries see tourism as an important source of new income and foreign exchange, a way to create incentives for local populations to conserve their environment and cultural heritage, and a means to include new socioeconomic groups in the benefits of economic growth (J. Edward Taylor, 2010). Particularly, developing tourist industry is desirable for all countries because it will benefit not only the industry itself, but also generate a strong flow-through effect in other sectors such as retail, transportation, and construction (Hui et al., 2007). In tourism activities, the provision of package tour programs is one of important activities for destination marketing. According to a report of Vietnam National Administration of Tourism in 2011, in Vietnam, there were 60% tourists chose package tours for their tours. Customer satisfaction is the most important thing in tourism industry. Today competition between travel companies is growing all the time and that is why good service and customer satisfaction are becoming more and more important. Customer satisfaction has a positive effect on an organization’s profitability. The more customers are satisfied with products or services offered, the more are chances for any successful business as customer satisfaction leads to repeat purchase, brand loyalty, and positive word of mouth marketing. In the recent decade, decision makers in the tourist industry have been trying to increase the level of tourist satisfaction in different manners. Consequently, the tourist satisfaction is viewed as an important research topic by both practitioners and academics (Xia et al., 2009). -13- Customer satisfaction leads to repeat purchases, loyalty and to customer retention (Zairi, 2000). Given the importance of customer satisfaction in the tourist industry, the concern of tourist marketers is to identify the determinants of tourist’s satisfaction. This is the focus of this study About Ninh Thuan tourism, Ninh Thuan, located in the southern part of Vietnam Central Coastal region, borders Khanh Hoa in the north, Binh Thuan in the south, Lam Dong in the west, East sea in the East. Ninh Thuan is a picture of the harmony between the plains, mountains and sea, located in the national tourism clusters of the triangle Da Lat - Nha Trang - Phan Rang. Ninh Thuan has Nui Chua National Park and many beautiful landscapes such as Ninh Chu beach, Cà Ná beach, Ngoạn Mục – spectacular - mountain pass, Đa Nhim hydropower and precious historical relics are the Cham towers: Poklong Garai, Porome, Hoa Lai, ... are mostly intact. Vinh Hy Bay, one of the four most beautiful bays in Vietnam, by clear blue water, rocky mountain and the gorgeous coral reefs. Along with the Chapher falls- one of the highest warterfall in VN, and the Nại swamp,etc…Ninh Thuận completely qualified to become an attractive destination in the region and on the national scale. The huge tourism potential along with the package tour services to Ninh Thuan of travel agencies has launched in several years, but the results have not been as expected. As a report of NinhThuan department of cultural, sport and tourism show that tunover from tourism of NinhThuan in 2011 stay at only 330 billion VND, equivalent to 2,85% of the GDP. This is a very small number in relation with its potentials. The number of tourists has returned to Ninhthuan is also very small. Consider with the figure of KhanhHoa - a province has the same conditions with NinhThuan, in 2005, the tunover from tourism was 643,738 -14- billion VND equivalent to 40.95% GDP. This showed a very long distance between the two provinces have same conditions. This situation gave managers the following questions: whether tourism programs and the package tour programs to Ninh Thuan have satisfied the customers or not? What factors that custommers expect from tour programs in general and tour programs to NinhThuan in particular? What are factors that effect tourist satisfaction to Ninhthuan package tour (NPT) services? 2. Objectives Based on the above situation, this study is to: - To identify factors influencing tourist satisfaction to package tour services at NinhThuan destination. - To investigate the impact of tourist satisfaction to NinhThuan package tour on intention to return. - To draw managerial implications for maketers. 3. Practical significance The results and findings will provide extra information concerning customers’ needs, wants and their satisfaction to domestic package tours and Ninhthuan packake tours. Based on that, travel agencies could have programs and strategies appropriate to their customers. 4. Scope of the research The primary data will be collected via about 300 questionare sets from respondents that live and work in HCMC or tourists are on their tours at NinhThuan who used domestic package tour service and used Ninhthuan package tour service at least one time. The secondary data will be collected from 2008-2013. The research will be conducted from January 2014 to August 2014. -15- 5. The structure of the research The research is divided into five sections as follow: - Chapter 1- Introduction: give the overview about Problem statement, objectives, scope, Practical meaning of the research. - Chapter 2- Literature review: present theories relative to the study. - Chapter 3- Research Methodology - Chapter 4- Present analyzing collected data, the resuls. - Chapter 5- Conclusions and recommendations. -16- Chapter II – Literature review and research model This section will present theories about tuorism industry in general, package tours, tourist satisfaction. Previous studies of determinants of tourist satisfaction and intention to return specifically or loyalty in general are also reviewed. The Model will be showed. First, this chapter presents difinitions of tourism industry and package tour, why package tours were chosen the most by tourists. Second, previous studies about tourist satisfaction will be showed in this chapter. The last part in this chapter aim to build the research model which be presented base on the previous theories. 2.1. Literature review 2.1.1. Tuorism industry 2.1.1.1. Tourism Tourism is traveling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business and other purposes (World Tourism Organization. 1995. p. 10. Retrieved 26 March 2009). Tourism is travel for recreational, leisure, or business purposes. Tourism is an activity essential to the life of nations because of its direct effects on the social, cultural, educational, and economic sectors of national societies and on their international relations. 2.1.1.2. Tourist A person who is supposed to leave his/her hometown (permanent placae) on temproray, basis fort he purpose of seaking new experiences, having fun & entertaining, doing sports, seeing cultural & historical places (attractives) etc. On the condition that she/he should stay no less than 1 day and no longer than 12 months, make use of a tourist facility for accomodation and spend her/his own Money trough their holiday. -17- Tourist means a person who travels for either tourism or for other purposes combined with tourism, except for those who go to study, work or practice their professions to get paid at the places of destination. (Vietnam law on tourism, 2005). 2.1.1.3. Tourism activity Tourism activity means activities of tourists, organizations and individuals doing tourism business, local communities, agencies, organizations and individuals engaged in tourism-related activities (Vietnam law on tourism 2005). 2.1.1.4. Toursim business lines Toursim business is supply tourism services as transportation, accommodation, entertainment, leisure, and other services aim to meet tourists’needs in a tour. Tourism business is a trade in services, including the following lines: Travel business; Tourist accommodation business; Tourist transportation business; Business in development of tourist resorts or tourist spots; and, Business in other tourist services (Vietnam law on tourism, 2005). 2.1.1.5. Package tour Package tour: a combination of several travel components provided by different suppliers, which are sold to the consumer as a single product at a single price. A planned tour in which one fee is charged for all expenses. A complete trip, usually including fare, accommodation, meals, ground transport, tour guides, taxes, etc., in one all inclusive price. According to page ACS.edu, Package tours can be further broken down into specific tour types. Tours available range from Special-interest tours, Adventure tours, City or Regional tours, Group tours and Fully Escorted tours. Classification of package tour is based on: -18- - purpose of the journey: honeymoon tours, eco- tour, tours for shopping, culture tours, etc. - price of package tour: cheap tour, high-class tour, ect. - duration of tour: weekend tour, short-day tour, multi-day tour, ect. 2.1.1.5.1. Package tour’ advantages which help it become the most (kind of tour) chosen by tourists To ACS.edu, when choose a package tour, this will help tourists in cost saving and budgeting - the price of a trip when organised as a package is generally less as travel agencies bulk buy their package deals and therefore can sell the tours at a lower and more competitive rate. Also, as the tour often includes all meals or trips for example, this reduces any uncertainty about the additional costs and allows the consumer to budget properly for costs associated with their travel. Buying a package tour means that if something goes wrong, someone else is there to solve the problem. Using a package tour is the most convenient way to arranging a vacation or tour. The travel agency deals with all the arrangements relating to airlines, hotels, transfers directly through the tour provider. This saves the consumer the effort and the time of contacting each company/service individually. 2.1.1.6. Tourist accommodation means an establishment which rents rooms and beds and provides other related services for guests, of which hotels constitute a major form. (VN law on tourism.) 2.1.2. Tourist satisfaction to package tours and its antecedents 2.1.2.1. Tourist satisfaction “Satisfaction is an overall customer attitude towards a service provider, or an emotional reaction to the difference between what customers anticipate and what they -19- receive, regarding the fulfillment of some needs, goals or desire” (Hansemark and Albinson, 2004) . According to Danaher & Haddrell (1996) and Som & Badarneh ( 2011) Satisfaction also has been a central subject of tourist’s behaviour. Measuring satisfaction in postconsumption moments aims at providing feedback from a current customer to push managers towards service improvement. Many studies about tourist satisfaction recognized that satisfaction have positive effect on destination selection decisions. And, how important tourist satisfaction to loyalty, we can find that in An Examination of the Effects of Motivation and Satisfaction on Destination Loyalty: A Structural Model of Yoon and Uysal (2005), Dimensions of Tourist Satisfaction with a Destination Area of Pizam, Neumann and Reichel (1978), Tourist satisfaction: A view from a mixed international guided package tour of Bowie & Chang (2005), Senior Tourists’ Purchasing Decisions in Group Package Tour (Wang, 2007). 2.1.2.2. Antecedents of tourist satisfaction to package tour Tourist satisfaction (Kozak & Rimmington, 2000) is an important facet influencing directly to a success of the destination marketing because it impacts the choice of destination, the consumption of goods and services, and the decision to return. In general, tourist satisfaction is based on many factors such as tourist expectations, destination immage, perceived quality and perceived value. It is also closely related with the tourists’ post- purchase behavior (tourist’complain and loyalty) (Xiah, 2009). According to Pizam, Neumann, and Reichel (1978) it is important to measure consumer satisfaction with each attribute of the destination, because consumer dis/satisfaction with one of the attributes leads to dis/satisfaction with the overall destination. -20- To Rust, Zahorik, and Keininghan (1993) the relative importance of each attribute to the overall impression should be investigated because dis/satisfaction can be the result of evaluating various positive and negative experiences. Satisfaction is thus a multi-faceted concept and is even more complex when the focus is on a destination rather than an individual service provider. In the case of destinations, satisfaction is assessed by reference to the many individual aspects of the holiday encounter, including the services and facilities used. In this way, both a measure of overall satisfaction and a diagnostic evaluation of those aspects of the holiday responsible for satisfaction may be obtained (Thuy Huong Truong and David Foster, 2006). To tourist satisfaction of package tour, Package tour is different from the other kind of tours, it’s a package of all services for a tour aim to meet tourist’ needs. It includes services as transportation, accommodation, meals, shopping, tour leader/ tour guide, and optional tour, all in a package at a fixed price. So, to find out factors of a package tour impact to tourist’ satisfaction follow the objectives and context of this research we should begin with these service factors. Rittichainuwat, Qu, and Mongkhonvanit (2006) studied the collective impacts of a bundle of travel determinants on repeat visitation to Thailand and determined tourist satisfaction attributes in the categories of shopping, restaurants, hotels, transportation, attractions, environment, and local residents’ attitudes. Qu and Li (1997) in The characteristics and satisfaction of mainland Chinese visitors to Hong Kong. The characteristics in the category of visitor satisfaction included shopping, restaurants, hotels, transportation, attractions, environment and people's behavior. According to Wang et al. (2006), David Bowie and Jui Chi Chang (2005), influencing factors of tourist satisfaction to package tours are: Accommodation service, transportation service, shopping activities, restaurant, tour leader and optional tours. -21- Also according to the research results from Wang et al. 2006, the sector of scenic spots was ultimately eliminated. The information of scenic spots will be provided by tour agencies through brochures and advertisements on TV, newspaper, magazine, internet. It will also be found on internet through search engine by customers. So, the detailed information about scenic spots that the group package tour (GPT) tourists could obtain before the GPT begins could possibly reduce the perception of service deviation and failure. Therefore, the sector of scenic has more transparency than other sectors of group package tours such as optional tour, shopping, or transportation. Also follow the above study, “Compare to other GPT sectors, the scenic spots sector in GPT seems to have the lowest extent of ambiguity and the highest extent of clarity and guarantee. Although the removal of the scenic spots sector may be somewhat unexpected, it seems consistent with what this present study has found in the qualitative stage, that the problems of the scenic spot sector were the least-mentioned GPT sector (only 7%) in the three focus groups”. Accommodation service: This is one of elements that tourists concern the most when decide to chose a tour. Accommodation service provides rooms, beds and provides other related services for guests, of which hotels constitute a major form. As tourist move from their homes to other places they would need a place to rest after the tiring activities of the day in that particular destination, accommodation is important in many ways in the tourism industry. Tourist is not only pay attention to the physical facilities of the accommodation but also interested in the additional services as service attitude, the security, ect. So, the better in meeting tourists’ needs at accommodation services, the higher in geeting tourist satisfaction. Through the sudy of Examining international tourists’ satisfaction with Hanoi tourism in 2013 conducted by Vietnam national administration of tourism showed that factors as -22- accommodation services, friendliness of local people, ect have possitive effects on tourist satisfaction at destination. H1: Accommodation quality has positive effect on tourist satisfaction. Local people’ attitude Impressions of tourists about the local resident’ attitude as friendliness, hospitality, smile, friendliness of local shopkepper, local people don’t discriminate against tourists (don’t have activities like forcing tourists, raising prices, or tourist scams), ect. these attitudes will help tourist to feel comfortable and satisfied. In “An evaluation on the attitudes of residents in Georgetown towards the impacts of tourism development”, (Lim poh Ling et. al, 2011) concluded that the positive impact that resident perceived has a positive relationship with their support level toward tourism development. In the labour intensive tourism industry; tourism businesses, local people, visitors receiving service and employees are in a bilateral communication and so the communication between these individuals plays a very important role in visitor satisfaction (Tavmergen and Meriç, 2002). H2: Attitude of local people has positive effect on tourist satisfaction. Restaurant Restaurant is a place where provides food and beverage for tourists at destinations. Food has always been a central part of the travel experience, offering not only interesting new flavours but also an insight into the customs and traditions of a place. Therefor, a restaurant that gives satisfaction to tourists will contribute significantly to the success of the tour. Kevin, Metin and Joffrey (2000) in the role of food service in tourist satisfaction proved that food service is an important contributor to tourist satisfaction. -23- According to the World Food Travel Association, which holds a summit in Gothenburg, Sweden, September - 2013, eating out is the number one leisure activity for many travellers. According to Kastenholz et al., (1999), Gyimothy et al., (2000) ; Joppe et al., (2001) Gastronomy ranked among the most important attributes of a destination for rural and city tourists. H3: Restaurant quality has positive effect on tourist satisfaction. Shopping activities and optional tours Shopping can be both an attraction and a basic facility which tourists will expect at a destination. This can include souvenir shopping or purchasing basic necessities such as shampoo. Products which identify with a destination are always popular. Shopping is a common and preferred tourist activity in many destinations (Timothy & Butler, 1995). Optional tour: When offer a package tour, tour agencies are not only offer a particular tour programe but also offer many options with attractions, accommodation, restaurant, transportation means, ect at a appropriate cost. These do not automatically include but are offered at the star of the tour designed to enhance tourist’ travel experiences, and help tourists can choose a tour programe suit their needs. So, giving an attractive optional tour will help to satify tourists. In statistics from 1980-2004 of the Travel Quality Assurance Asociation R.O.C.(2004) revealed that of the 6160 group package tour tourists’ disputed cases, shopping and optional tours accounted for 34,05%. According to a study of Wang et al. (2006) suggested that travel managers should employ or increase the weight given to shopping and optional tours in group package tours’ -24- service quality measurement. The items for measuring shopping and optional tours in GPT are particularly important. H4: The quality of shopping activities operation has positive effect on tourist satisfaction. H5: Quality of Optional tours have positive effect on tourist satisfaction. Tour leader The tour leader manages the group’s passage over a multi-day tour and has intense contact with the tour participants. The tour leader conducting a tour needs a variety of skills and faces many challenges. (Bowie and Chang, 2005) Elements of a tour leader/ tour guide like friendliness and the ability of coordination between group members are valued by tourists. (Wang et al., 2006) Bowie and Chang (2005) indicated that the tour leader is a significant determinant psychologically, spiritually and practically in influencing the success of the tour product. The research’ result contributes to a better knowledge for the tour operator of tourism satisfaction in the international market for guided package tours. H6: Tour leader has positive effect on tourist satisfaction. Transportation service: Transportation service is the provision of transportation services for tourists along tourist routes, according to tour programs and at tourist resorts, tourist spots and tourist cities. To Leguma & Elisante Ombeni (2013) tour guides and transportation are considered very important and very satisfying components of the guided package tour in the northern tourist circuit. H7: Transportation has positive effect on tourist satisfaction. -25- 2.1.3. Customer loyalty Customer loyalty is a crucial factor in companies’ growth and their performance. Loyalty is linked with the repeat business. Thus, a customer is loyal when he is frequently repurchasing a product or service from a particular provider. Oliver defines loyalty as “A deeply held commitment to re-buy or re-patronize a preferred product or service in the future despite situational influences and marketing efforts having the potential to cause switching behaviour” (cited by Kotler, 2000). The perceived value from the product and the service affects customer judgement about his/her satisfaction or loyalty with the product or the service. The significance of customer loyalty is that it is closely related to the company’s continued survival and to strong future growth (Fornell, 1992). 2.1.4. Customer satisfaction and relationship with customer’s decision to return/ loyalty It is clear that if a agency/destination can make a tourist satisfied that tourist will come back again and they might also tell to their friends about the good service they got. Kotler (2000) defined satisfaction as: “a person’s feelings of pleasure or disappointment resulting from comparing a product perceived performance (or outcome) in relation to his or her expectations” Satisfaction leads to intention to return, to willingness to pay more, and to willingness to recommend the destination to others (Baker and Crompton, 2000; Bigne´et al., 2005; Murray and Howat, 2002; Yoon and Uysal, 2005). Satisfied customers are more likely to repeat buying products or services. They will also tend to say good things and to recommend the product or service to others. On the other hand dissatisfied customers respond differently. Dissatisfied customers may try to -26- reduce the dissonance by abandoning or returning the product, or they may try to reduce the dissonance by seeking information that might confirm its high value (Kotler, 2000). Tourist dissatisfaction may, on the other hand, lead to negative behavior, such as customer complaining behavior which (ultimately) affects retention rates (Bolton and Drew, 1994). Customer satisfaction is significant to achieve loyalty not only in physical products, but also in tourism context when visitors intend to revisit the same destination ( Som & Badarneh, 2011) H8: Tourist satisfaction has positive effect on loyalty. 2.1.5. The indepth interviews For getting more accurate and appropriate information for the model, this research conducted indepth interviews with experts in tourism and tourists. 2.1.5.1. Procedure of the indepth interviews  Identify the purpose for indepth interviews  Identify what information is needed and from whom.  List question need tobe answereed (guideline from the previous models)  List people to be interviewed.  Make appointments with interviewers.  Conduct the interview. 2.1.5.2. The brief of results from the indepth interviews: Through an in-depth interview with experienced experts in Ninh Thuan tourism and tourists, the reseacher gathered some information about factors that effect tourist satisfaction to package toursand package tours Ninh Thuan. The brief of results from the interviews are as follow: - Hotel services(clean ,tidy,have good views from,services) -27- - Transportation service (on time as the schedule,delay,safety,..) - Tour guide (professional,skills to handle unforeseeable events,easy to conservation with tourists,…) - Attitude of local people (if they are friendly ,sociable,happy to welcome tourists,… will lead tourists feel comfortable and joy the activities at the local place). - The itinerary arrangement. - Restaurant service (places where serve food for tourists during the tour,performance of service staffs at that places,delicious food,unique foods,…) - Shopping activities (tourists can visist and buy unique products at that place as souvenir,and enjoy the local customs ,try local dishes and contact with local people,…) - The settlment of tourist complaints during and after the trip (speed of feedback.easy to contact with the tour operator,tour guide,…) - The travel agencies have tour programs which designed as tourist is needs –the Optional tour. - Tourists’ experiences from previous trips. -28- 2.2. Research model Based on the previous studies about factors influencing tourist satisfaction to package tours, loyalty and the research objectives, the results of the indepth interview, combined with the study area, the research modal is proposed as follow: Accommodation Quality H1+ Friendly attitude of local people H2+ Quality of restaurant Service H3+ Quality of Shopping activities H4+ Tourist H8+ satisfaction H8+ Loyalty H5+ Quality of Optional tours H6+ Professionalism of Tour leader H7+ Quality of Transportation Service Figure 2.1: Research model -29- 2.3. Research hypotheses The hypotheses of this research is proposed as follow H1: Accommodation Quality has positive effect on tourist satisfaction. H2: Friendly attitude of local people has positive effect on tourist satisfaction. H 3: Quality of restaurant service has positive effect on tourists satisfaction. H4: Quality of Shopping activities operation has positive effect on tourist satisfaction. H5: Quality of Optional tours has positive effect on tourist satisfaction. H6: Professionalism of tour leader has positive effect on tourist satisfaction. H7: Quality of transportation has positive effect on tourist satisfaction. H8: Tourist satisfaction has positive effect on loyalty. 2.4. Summary This chapter discussed the importance of customer satisfaction as well as package tours in tourism industry, the necessity for a study on the antecedents & cosequences of tourist satisfaction of package tours. The previous studies on tourist satisfaction of package tours, factors effect tourist satisfaction of package tour as accommodation, restaurant, transportation -30- Chapter III – Research methodology 3.1. Introduction This chapter present the methodology used in this study to obtain the research objectives. This chapter describes the process of conducting study, the design and analysis of the research. The sample, formation of the questionnaire, and data collection method are included in the research design section. This chapter also introduces methods and tools of SPSS software used for data analysis of this study. 3.2. The process of the reseach The research process of this study includes two stages: preliminary study and formal research. Preliminary study: to explore, adjust, and implement observed variables through the indepth interviews or forcus groups. Formal research: to conduct the quantitative research to test the theoretical model and hypotheses. The steps of process are as the following figure. -31- Literature review Reseach objecttives Theorical modal Preliminary study Quality research Preliminary scale model Adjusted scale model test Formal reseach Full scale Multiple Regression Conclusion and recomionmendation Figure 3.1 : The reseach process -32- 3.3. Research design 3.3.1. Sample The sample population of this research was a sample of 300 tourists who are on their travel at NinhThuan or people had prior experiences with package tour to NinhThuan within six months. Respondents younger than 18 years old or interviewers that their last trip to NinhThuan was over 6 months were disqualified. 3.3.2. Measurement scale The scale to measure various concepts in the modal are based on those previously developed and presented in the literature. In particularly, Scales of this study were adapted and modified from previous studies of tourists’ satisfaction to package tours, their loyalty as the table follow. Table 3.1: Measurement scale Measurement scale Accommodation Quality 1 The room is sanitary and comfortable, with a reasonable design. 2 Professional and friendly staffs 3 Friendliness of staff 4 The accommodation has beautiful View and good location (near the beach/downtown) 5 Quality of food at accommodation is good 6 Security at the accommodation is guaranteed. 7 Overall, I was satisfied with the quality of Accommodation service at NinhThuan Quality of Transportation Service 1 The coach is clean & tidy 2 The seat and the personal space around my seat is comfort 3 Safety of the coach is reliable 4 In general, to me, transportation services that were supplied during the tour were good. Sources Adapted and modified from B. and Chang, 2005 Le, 2010 Wang, 2006 Siri, 2009 Qu and Li (1997) Huh, 2002 Adapted and modified from Wang, 2006 Passenger focus, 2012 Qu and Li , 1997 Huh, 2002 Quality of Restaurant Service 1 Service attitude of the restaurant’staffs 2 Sanitary of restaurant 3 I can enjoy the local unique cuisine at restaurant 4 Food quality – fresh, good taste, variety and hygiene 5 Overall, I was pleased with the quality of restaurant services. Adapted and modified from B. and Chang, 2005 Qu and Li , 1997 Siri, 2009 -33- Quality of Shopping Activities 1 Frequency of shopping is appropriate 2 Shopping stores fit in with the needs of tourists (ex: have local unique products) 3 Duration in shopping stores is appropriate 4 In general, i was satisfied with the orgnaization of shopping activities Adapted and modified from Wang, 2006 B. and Chang, 2005 Siri, 2009 Qu and Li, 1997 Quality of Optional tours 1 Provided detailed descriptions of the contents of optional tours(about the landscape, relaxation activities, etc) 2 The price of optional tours is reasonable 3 The optional tour has variety tour programes(with many activities) 4 Overal, the optional tours are reasonable Professionalism of Tour leader 1 Tour leader has a good presentation ability 2 Has professional ability with friendly attitude 3 Has ability in solving the unforeseen things 4 Overall, tour leader of the tour(s) was professional. Friendly attitude of local people Friendliness and helpfullness of local people Attitude of local shopkeppers Local people don’t discriminate against tourists 1 2 3 4 Overall, I were satisfied with attiitute of the locals Loyalty 1 I will recomment this package tour to my friends and relatives 2 I intend to say good things about this destination to others. 3 Encourage my friends and relatives to choose this tour 4 I intend to continue choosing this tour to NinhThuan in future General Satisfaction 1 I am satisfied with my experiences in the tour to NinhThuan 2 Overall, I am satisfied with this tour 3 This tour has met my expectations. 4 I have had the pleasurable journey in NinhThuan. Adapted and modified from Wang, 2006 B. and Chang, 2005; Siri, 2009 Adapted and modified from Wang, 2006 David B. and Jui Chi Chang, 2005 Adapted and modified from: Ambro,2008 Rajesh, 2013 Siri, 2009 Qu and Li (1997) Adapted and modified from Wang Xia, 2009 Cheng et al. (2008) Caruana, 2000 Huh, 2002 Lai & Vinh, 2013 Han et al.( 3.3.3. Questionnaire Collection of data for this study was conducted based on a structured questionnaire carried out from to June-July 2014. The structured questionnaire was formed from the above measurement scale. -34- The questionnaire was designed follow the request of the research objectives such as identifying the relationship between each factor of the package tour to NinhThuan and tourists’ satisfaction, investigating the impact of tourist satisfaction to NinhThuan package tour on intention to return- loyalty, analyzing the differences in the contribution of factors to tourists’ satisfaction. The purpose of the formation of the questionnaire was also analyzing the differences in tourist’ demographic with their travel behavior characteristics. This questionnaire was devided into three sections. First of all, the questionnaire presented the introduction and the objectives of this research. Section one: General information. Questionaires begin by asking structured questions to remind respondants about their trip. Section two: Evaluate factors relate to package tours to NinhThuan. This section involved fourty- seven attributes of the package tours to NinhThuan that were assessed in terms of tourists’ satisfaction about the quality of accommodation, transportation, restaurant, shopping activities, and attitude of the locals during their journey. Two Open-ended questions were also included in this section. The respondents were asked to give comments about two things they like or dislike the most about their trip to NinhThuan. Section three: Draws on questions about socio-demographic characteristics: gender, age, marital status, occupation, educational qualification. For each item of the questionnaire, the participants were asked to indicate their level of agreement or disagreement with the relevant statement by using 5 point Linkert Scale from 1 for “definitely disagree” to 5 for “definitely agree”. -35- Before the data collecion was conducted, the questionnaire sets were sent to experts in NinhThuan tourism and 10 tourists who often use the package tour services which inclued NinhThuan destination. The questionnaire was then adjusted in content and format based on the suggestions of them. 3.4. Pilot testing Pilot testing involves conducting a preliminary test of data collection tools and procedures to identify and eliminate problems, allowing programs to make corrective changes or adjustments before actually collecting data from the target population. This effective practice describes advantages of pilot testing, lists simple procedures to pilot test instruments, and provides additional resources to help programs conduct their own pilot tests and was submitted by Project STAR in September 2008. A pilot test usually involves simulating the actual data collection process on a small scale to get feedback on whether or not the instruments are likely to work as expected in a "real world" situation. A typical pilot test involves administering instruments to a small group of individuals that has similar characteristics to the target population, and in a manner that simulates how data will be collected when the instruments are administered to the target population. Pilot testing gives programs an opportunity to make revisions to instruments and data collection procedures to ensure that appropriate questions are being asked, the right data will be collected, and the data collection methods will work. 3.5. Data collection 3.5.1. Data sources This research used two main sources of data that were primary data and secondary data. -36- While the primary data was collected from the field survey, this is the kind of information that was found out by the researcher. The secondary data is used to get better insight on the research topic, to establish background for theoretical framework, and the measurement scale, this kind of data was gathered from previous studies, relevant reports on the internet or via books. 3.5.1.1. Interview with tourism experts and tourists For getting more accurate and appropriate sources of qualitative data for the research modal, indepth interviews with experts and tourists were conducted. 5 experienced experts in tourism and 15 customers who often use the package tour services were interviewed. The brief of results of these interviews were presented in the literature review of chapter 2. 3.5.2. Data collection methods The survey was conducted from June to July 2014 in NinhThuan and Hochiminh city. In order to collect accurate and appropriate information from the customers, collection ways were used: face-to-face interviewing, questionnaire forms delivered to the customers of hotels, and through travel agencies. In NinhThuan, distribution of questionnaires was carried out at different places that are frequently visited in NinhThuan such as Cham towers, Vinh Hy Bay, NinhChu beach, BauTruc village,.etc. and also at hotels as well as resorts in NinhThuan. In HoChiMinh city, the questionnaire sets were delivered to tourists who visited NinhThuan through travel agencies by internet (e-mail, facebook, G- Docs) with the supporting of travel companies. Students who were trained about how to collect data by the questionnaire for this research were used for collecting data. Respondents were approached and informed about the purpose of the survey before they were given the questionnaire. -37- 3.6. Data analysis After finish the collecting data, the collected data was coded and inputed in the Statistical Package for Social Sciences - SPSS software and then use the tools of this software which demonstrated below for analysis. Coding data Below is the table of data coding Factors characteristic Independent Factors Coding Accommodation quality KS1, KS2, KS 3, KS 4, KS 5, KS 6 Friendliness of the locals ND 1, ND 2, ND 3, ND 4 Quality of restaurant NH 1, NH 2, NH 3, NH 4, NH 5 Quality of shopping activities MS 1, MS 2, MS 3, MS 4, Factors Quality of optional tours TourTC 1, TourTC 2, TourTC 3, TourTC 4 Professionalism of Tour leader NDT 1, NDT 2, NDT 3, NDT 4 Quality of Transportation Service XDD 4, XDD2, XDD3, XDD 5 Tourist satisfaction HL 1, HL 2, HL 3, HL 4, Loyalty TT 1, TT 2, TT 3, TT 4, Dependent factors -38- Descriptive Analysis Descriptive statistics is the discipline of quantitatively describing the main features of a collection of data . The primary use of descriptive statistics is to describe information or data through the use of numbers (create number pictures of the information). The characteristics of groups of numbers representing information or data are called descriptive statistics. Reliability test (Cronbach’s Alpha) A system's reliability is a measure of stability and overall performance of a system collated during an extended period of time under various specific sets of test conditions. This type of testing incorporates the results from non-functional testing such as stress testing, security testing, network testing, along with functional testing. It is a combined metric to define a system's overall reliability. In this research, Cronbach’ anpha was used for testing the reliability of factor before they used for EFA testing. Factor Analysis - Exploratory Factor Analysis (EFA) Factor analysis is a statistical technique used for replacing a large number of variables with a smaller number of “factors” that reflect what sets of variables have in common with one another. It is commonly used in an exploratory way to identify what underlies a set of otherwise loosely related variables. The study use EFA for testing factors if they are qualified (relatetive) for regression testing or not. -39- Correlation testing Correlation and regression analysis are related in the sense that both deal with relationships among variables. The correlation coefficient is a measure of linear association between two variables. Values of the correlation coefficient are always between -1 and +1. A correlation coefficient of +1 indicates that two variables are perfectly related in a positive linear sense, a correlation coefficient of -1 indicates that two variables are perfectly related in a negative linear sense, and a correlation coefficient of 0 indicates that there is no linear relationship between the two variables. For simple linear regression, the sample correlation coefficient is the square root of the coefficient of determination, with the sign of the correlation coefficient being the same as the sign of b1, the coefficient of x1 in the estimated regression equation. Regression analysis This is a statistical process for estimating the relationships among variables. It includes many techniques for modeling and analyzing several variables, when the focus is on the relationship between a dependent variable and one or more independent variables. This research used linear regression to test the relationship of independent and dependent factors. -40- Chapter 4 – Research Results 4.1. Introduction The purpose of this chapter is to present the results of data analysis. The findings are illustrated based on the purposes of the study by steps as follow: - Identify tourists’ demographics and travel patterns. - To identify the information sources that uses the most by tourists. - To identify relationships between the factors of a package tour to NinhThuan and tourists’ satisfaction. - To examine if have a relationship between “ the intention to return and willingness to recommend NinhThuan tourism” – tourists’ loyalty and tourists’ satisfaction. 4.2. Tourists’ demographics and travel patterns Tourists’ demographics To get the sample size was 300. Over 375 questionnaire sets were sent to respondents. After collecting and checking, only usable 298 questionnaires were obtained. Table 4.1 showed the tourists’ characteristics. 59.7 % of all the respondents were males, and 40.3% were females. It is not possible to say that more males are visiting/visited NinhThuan, but this shows that they are more willing to participate in customer satisfaction surveys. About the age of the respondent; middle-aged people (30-40) were dominating among other age groups -70.8%. This tourist group has a stable economic with savings. 49.3% of the respondents are office staffs, 32.9 % are students, while managers account for 10.4% 84.2% respondents are married and the last are single. -41- 48.3% of them have income from 11-20 million VND/month. Income of 43.3% of them is from 6-11 million VND/month. Table 4.1: Tourists’ characteristics Category Gender Age Occupation Status Male Female 18-30 31-40 41-50 Above 50 Houseworking 178 120 59 211 21 7 9 59.7 40.3 19.8 70.8 7.0 2.3 3.0 6 2.0 98 147 31 7 251 47 32.9 49.3 10.4 2.3 84.2 15.8 0.824. So, this item was eliminated to make data more reliable. And, Reliability re - test of Shopping activities must be done. Reliability re - test of Shopping activities Reliability Statistics Cronbach's Alpha N of Items .841 3 Item-Total Statistics Scale Scale Mean if Variance if Item Deleted Item Deleted Frequency of shopping is appropriate Shopping stores fit in with the needs of tourists (ex: have local unique products) In general, i was satisfied with the orgnaization of shopping activities Corrected Item-Total Correlation Cronbach's Alpha if Item Deleted 6.54 3.158 .735 .750 6.49 3.759 .663 .820 6.34 3.134 .726 .759 Table 4.16: Reliability re - test of Shopping activities -53- After eliminate item of MS3, the The cronbach’s alpha for 3 items is 0.841, quite high. The Corrected Item-Total Correlation of all 3 items are > 0.3, and all of the values in the column of Cronbach's Alpha if Item Deleted are < 0.841, therefore, all the variables of Shopping activities are relative and ready for factor analysis. Reliability test of Option Tour Reliability Statistics Cronbach's Alpha Based on Standardized Items N of Items Cronbach's Alpha .802 .806 4 Item-Total Statistics Scale Scale Mean if Variance if Item Deleted Item Deleted Corrected Item-Total Correlation Squared Multiple Correlation Cronbach's Alpha if Item Deleted TourTC1 9.68 6.547 .617 .407 .755 TourTC2 9.39 6.858 .593 .403 .765 TourTC3 9.57 8.205 .517 .317 .796 TourTC4 9.17 6.811 .765 .587 .683 Table 4.17: Reliability test of Option Tour The cronbach’s alpha for 4 items of this factor is 0.806 >0.6. The Corrected ItemTotal Correlation of all 4 items are > 0.3, along with all of the values in the column of Cronbach's Alpha if Item Deleted are < 0.806, therefore, all the variables of Option Tour factor are relative and ready for factor analysis. -54- Reliability test of Tour leader Reliability Statistics Cronbach's Alpha Cronbach's Alpha Based on Standardized Items N of Items .860 .860 4 Item-Total Statistics Scale Scale Mean if Variance if Item Deleted Item Deleted Corrected Item-Total Correlation Squared Multiple Correlation Cronbach's Alpha if Item Deleted NDT1 9.30 9.845 .789 .648 .786 NDT2 9.25 10.472 .738 .591 .809 NDT3 9.01 11.185 .657 .442 .842 9.27 11.323 .644 Table 4.18: Reliability test of Tour leader .416 .846 NDT4 The cronbach’s alpha for 4 items of this factor is 0.860. The Corrected Item-Total Correlation of all 4 items are > 0.3, along with all of the values in the column of Cronbach's Alpha if Item Deleted are < 0.806, therefore, all the variables of Tour leader factor are relative and ready for factor analysis. Reliability test of Transportation Reliability Statistics Cronbach's Alpha .779 Cronbach's Alpha Based on Standardized Items N of Items .778 4 Item-Total Statistics -55- Scale Scale Mean if Variance if Item Deleted Item Deleted Corrected Item-Total Correlation Squared Multiple Correlation Cronbach's Alpha if Item Deleted XDD2 11.35 1.789 .645 .468 .700 XDD3 11.24 2.778 .419 .211 .798 XDD4 11.39 2.245 .562 .347 .736 XDD5 11.34 1.988 .753 .570 .634 The cronbach’s alpha for 4 items of this factor is 0.776. The Corrected Item-Total Correlation of all 4 items are > 0.3, However, the value for item of XDD3 in the column of Cronbach's Alpha if Item Deleted are > 0.778. So this variable of Transportation factor must be excluded. Re-test for Transportation reliability Reliability Statistics Cronbach's Alpha N of Items .798 3 Item-Total Statistics Cronbach's Scale Mean Scale Corrected Item- Alpha if if Item Variance if Total Item Deleted Item Deleted Correlation Deleted The seat and the personal space around my seat is comfort 7.49 1.160 .656 .726 Safety of the coach is reliable 7.53 1.536 .576 .792 7.48 1.382 .723 .650 In general, to me, transportation services that were supplied during the tour were good. Table 4.19: Re-test for Transportation reliability -56- After eliminate item of XDD3-“Xe sach se va ngan nap”, the The cronbach’s alpha for 3 items is 0.798. The Corrected Item-Total Correlation of all 3 items are > 0.3, and all of the values in the column of Cronbach's Alpha if Item Deleted are < 0.798, therefore, all the variables of Transportation are relative and ready for factor analysis. Reliability test of Tourists’ satisfaction Reliability Statistics Cronbach's Alpha Cronbach's Alpha Based on Standardized Items .870 N of Items .871 4 Item-Total Statistics Scale Scale Mean if Variance if Item Deleted Item Deleted Corrected Item-Total Correlation Squared Multiple Correlation Cronbach's Alpha if Item Deleted HL1 11.58 2.931 .710 .543 .839 HL2 11.65 2.861 .759 .774 .821 HL3 11.64 2.952 .640 .494 .867 HL4 11.66 2.609 .791 .788 .805 Table 4.20: Reliability test of Tourists’ satisfaction The cronbach’s alpha for 4 items of this factor is 0.871. The Corrected Item-Total Correlation of all 4 items are > 0.3, along with all of the values in the column of Cronbach's Alpha if Item Deleted are < 0.871, therefore, all the variables of Tourists’ satisfaction factor are relative and ready for factor analysis. -57- Tourists’ Loyalty Reliability Statistics Cronbach's Alpha Based on Standardized Items Cronbach's Alpha .850 .854 N of Items 4 Item-Total Statistics Scale Scale Mean if Variance if Item Deleted Item Deleted Corrected Item-Total Correlation Squared Multiple Correlation Cronbach's Alpha if Item Deleted TT1 11.58 2.938 .824 .840 .754 TT2 11.64 2.865 .813 .840 .755 TT3 11.56 3.002 .688 .496 .810 TT4 11.52 3.422 .470 .223 .901 Table 4.21: Reliability test of Tourists’ Loyalty The cronbach’s alpha for 4 items of this factor is 0.854. The Corrected Item-Total Correlation of all 4 items are > 0.3. But, value of item TT4 in the column of Cronbach's Alpha if Item Deleted are > 0.854, therefore, this item was deleted. Re-test for Tourists’ Loyalty Reliability Statistics Cronbach's Alpha N of Items .901 3 Item-Total Statistics Scale Scale Mean if Variance if Item Deleted Item Deleted Corrected Item-Total Correlation Cronbach's Alpha if Item Deleted TT1 7.66 1.597 .864 .810 TT2 7.72 1.527 .864 .806 TT3 7.64 1.664 .695 .954 Table 4.22: Re-test for Tourists’ Loyalty -58- After eliminate item of TT4, the The cronbach’s alpha for 3 items is 0.901. The Corrected Item-Total Correlation of all 3 items are > 0.3, and all of the values in the column of Cronbach's Alpha if Item Deleted are < 0.901, therefore, all the 3 variables of Tourists’ Loyalty are relative and ready for factor analysis. Conducting the reliability test to all of factors get the results as follow: All of variables of factors are qualified for validity test with the exception of variables MS3, XDD3, and TT4. 4.4. Validity tests EFA for Independent variables Table 4. 23: KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. Chi-Square df Sig. .759 3774.047 406.000 .000 According to the results from the table of KMO and Bartlett's Test, KMO = 0.759>0.6 and Sig. = .000. This value shows that the data is appropriate for EFA test. And results from Total Variance Explained table are: There are 7 components are extracted, with total variance extracted = 66.147%, it showed that these 7 components explain 66.147%, of the data variability. Follow the table of Rotated Component Matrix (in the appendix), we can see that 29 variables were gathered into 7 factors such as: - Variables from KS1 to KS6 correlate strongly with each other and belong to the first factor- “Hotel”. - Similarly, the second factor - “Restaurant” includes variables from NH1 to NH5. -59- - Variables from NDT1 to NDT4 as explanatory variables for factor 3 – “Tourleader”. - Variables from TourTC1 to TourTC4 belong to factor 4 - “OptionalTours” - Variables MS1, MS2, MS4 belong to factor 4- “Shopping”. - Variables XDD2,XDD5, XDD4 belong to factor 6 – “Transportation”. - Variables from ND1 to ND4 belong to factor 7- “LPeople” EFA for dependent variables Table4.24: KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. Chi-Square df Sig. .836 2002.107 21.000 .000 KMO = 0.836 > 0.6 and Sig. = .000. This value shows that the data is appropriate for EFA test. According to Total Variance Explained table there are 2 components are extracted. In table of Pattern Matrix, factor 1 includes: TT1, TT2, TT3, HL2, HL4; Factor 2 includes: HL1, HL3. The problem that variables of one factor become variables of another factor could be caused by wrong name for factors from the beginning, therefore, need to rename the factors. With all factor loading values are all greater than 0.5, so, all of 7 variables will be kept for next analysises. Rename factors After the applying Cronbach’s Alpha test and Exploratory Factor Analysis to refine measurement scale, the final results are as follow: -60- Table 4.25: Rename factors Independent factors Factor 1 Rename factor Hotel 2 Restaurant 3 Tourleader 4 Shopping Code KS1 KS2 KS3 KS4 KS5 KS6 NH 1 NH 2 NH3 NH4 NH5 NDT1 NDT2 NDT3 NDT4 MS1 MS2 Statement The room is sanitary and comfortable, with a reasonable design. Professional & Friendliness of staffs The accommodation has a convenient location Security at the accommodation Quality of food at accommodation Overall, I was satisfied with the quality of Accommodation service at NinhThuan Service attitude of the restaurant’staffs Sanitary of restaurant I can enjoy the local specialties at restaurant Food quality – fresh, good taste Overall, I was pleased with the quality of restaurant services. Tour leader has a good presentation ability Has professional ability with friendly attitude Has ability in solving the unforeseen things Overall, tour leader of the tour(s) was professional. Frequency for shopping activities is appropriate Shopping stores fit in with the needs of tourists MS4 6 Optional Tours 7 LPeople In genaral, I was satisfied with the organization of shopping activities TourTC Provided detailed descriptions of the contents of optional 1 tours(about the landscape, relaxation activities, etc) TourTC The price of optional tours is reasonable 2 TourTC The optional tour has variety tour programes(with many 3 activities) TourTC In generall, optional tours for NinhThuan destination are 4 reasonable. XDD2 The seat and the personal space around my seat is comfort XDD4 Safety of the coach is reliable XDD5 In general, to me, transportation services that were supplied during the tour were good. ND1 Friendliness and helpfullness of local people ND2 Attitude of local shopkeppers are good ND3 Local people don’t discriminate against tourists ND4 Overall, I were satisfied with attiitute of the locals -61- Dependent factors Factor Rename factor Code TT1 1 Loyalty TT2 TT3 HL2 HL4 HL1 2 Satisfaction HL3 Statement I will recommend this package tour to my friends and relatives I intend to say good things about this destination to others. Encourage my friends and relatives to choose this tour This tour has met my expectations. Overall, I am satisfied with this tour I am satisfied with my experiences in the tour to NinhThuan I have had the pleasurable journey in NinhThuan 4.5. Hypothesis testing Before testing the hypotheses, firstly the correlation analysis was used to test if the factors could be use in the regression model or not. If the results of the correlation analysis are the independent variable(s) had correlation with dependent variable, then the Multi – Linear Regression analysis was run to test the hypotheses. Correlation testing Correlation analysis (Pearson) was used to test the linear relationships between the dependent variable and independent variables, and two –tailed test was used to test the positive or negative relationship of those items. -62- Table 4. 26: Correlationsa Transport Hotel Hotel Pearson Correlation Restaurant Tourleader Optionaltours Shopping 1.000 Sig. (2-tailed) Restaurant Pearson Correlation Sig. (2-tailed) Tourleader Pearson Correlation Sig. (2-tailed) Optionaltours Pearson Correlation Sig. (2-tailed) Shopping Pearson Correlation Sig. (2-tailed) Transportatio Pearson Correlation n Sig. (2-tailed) LPeople Pearson Correlation Sig. (2-tailed) Satisfaction Pearson Correlation Sig. (2-tailed) .000 ation LPeople ction .000 .199** .000 .000 .000 .000 .000 1.000 1.000 1.000 1.000 1.000 1.000 .000 .000 .000 .000 1.000 1.000 1.000 1.000 1.000 .000 .000 .000 1.000 1.000 1.000 1.000 .000 .000 1.000 1.000 1.000 .821 1.000 .000 .000 .022 1.000 1.000 .702 1.000 .000 .000 1.000 1.000 .000 .000 .000 1.000 1.000 1.000 .000 .000 .000 .000 1.000 1.000 1.000 1.000 .000 .000 .000 .000 .000 1.000 1.000 1.000 1.000 1.000 .000 .000 .000 .000 .000 .000 1.000 1.000 1.000 1.000 ** 1.000 1.000 ** -.056 * -.013 .022 .001 .337 .028 .821 .702 .199 Satisfa -.127 1.000 .000 -.056 1.000 .337 .000 -.127* 1.000 .028 .000 -.013 .000 .371** 1.000 1.000 .371 .001 .000 1.000 .286** .000 .286 .000 ** .000 **. Correlation is significant at the 0.01 level (2-tailed). *. Correlation is significant at the 0.05 level (2-tailed). a. Listwise N=298 Regression analysis Test relationship between The purpose of this step is checking the relationship between independent factors (restaurant, accommodation, transportation, shopping activities, local people, tour leader, optional tour ) and dependent factors(satisfaction). -63- 1.000 Table 4.27: Model Summaryb Model R 1 .528a R Square Adjusted R Square .279 Std. Error of the Estimate .262 DurbinWatson .79682889 .458 a. Predictors: (Constant), LPeople, Transportation, Shopping, Optionaltours, Tourleader, Restaurant, Hotel b. Dependent Variable: Satisfaction From the table of model summary, we get the index of Adjusted R Square is 0.262. This means that 26.2% of the variance of Tourists’ Satisfaction can be explained by 7 independent factors(restaurant, accommodation, transportation, shopping activities, local people, tour leader, optional tour ). In addition, the table of Anova indicates that the value of the observed significance level (Sig.) = 0, less than 0.05, it means that restaurant, accommodation, transportation, shopping activities, local people, tour leader, optional tour have the correlation with Tourists’ Satisfaction at significant level .05. They suggested that it was safe to reject the null hypothesis of regression model was fit to population data and usable. Table 4.28: ANOVAb Sum of Squares Model 1 Regression df Mean Square 71.302 7 10.186 Residual 184.132 290 .635 Total 255.433 297 F Sig. 16.043 .000a a. Predictors: (Constant), LPeople, Transportation, Shopping, Optionaltours, Tourleader, Restaurant, Hotel b. Dependent Variable: Satisfaction -64- Table 4.29: Coefficientsa Unstandardized Coefficients Model 1 B (Constant) Standardized Coefficients Std. Error 4.519E-16 .046 .185 .046 Restaurant -.052 Tourleader Optionaltours Beta t Sig. .000 1.000 .199 3.997 .000 .046 -.056 -1.118 .264 -.118 .046 -.127 -2.547 .011 -.012 .046 -.013 -.265 .791 Shopping .021 .046 .022 .447 .655 Transportation .344 .046 .371 7.446 .000 LPeople .265 .046 .286 5.733 .000 Hotel a. Dependent Variable: Satisfaction Look at the Coefficient table above, at Standardized Coefficients - Beta column, we can see that the value are positive for 4 factors and negative for 3 factors, this shows the positive influence of 4 independent factors (accommodation, transportation, shopping activities, local people) on dependent factor. To consider the degree of impact of 4 independent factors (accommodation, transportation, shopping activities, local people) on Tourists’ Satisfaction. Also at the above Coefficient table, at the column of Standardized Coefficients – Beta, the greatest value is value of transportation is 0.371 means that this factor has greater impact on Tourists’ Satisfaction than the second is local’ people with value= .286, the third is shopping activities get a value at .022 , and the forth is belong to accommodation with .199 . While the restaurant factor has Standardized Coefficients – Beta = -.056 and Sig. = .264. The same thing also occure with Optional tour factor with Standardized Coefficients – Beta = -.013, and Sig. = .791 . There is no statistically significant with value of these two -65- factors, in another worlds, this research get the feedback from the sample size of over 300 respondents that the relationship between two factors with tourists’ satisfaction is very weak. In the case of the factor of tour leader, this factor has the value of Standardized Coefficients – Beta = -.127 but it get a value of p (Sig.) = .011 . After used tools of testing of the SPSS software such as test of reliability by Cronbach anpha, validity test by EFA, this case is an unexpected result, which need to be clarified in another qualitative research in the future, this research can not explain. Testing the relationship between independent factor - Tourists’ Satisfaction and dependent factor Tourists’ Loyalty was similar with the above. Table 4.30: Model Summaryb Model R R Square 1 .719a Adjusted R Square .516 Std. Error of the Estimate .515 .68229714 a. Predictors: (Constant), HL b. Dependent Variable: TT Table 4.31: ANOVAb Sum of Squares Model 1 df Mean Square Regression 147.114 1 Residual 137.797 296 Total 284.910 297 F 147.114 316.014 Sig. .000a .466 a. Predictors: (Constant), HL b. Dependent Variable: TT -66- Table 4.32: Coefficientsa for HL and TT Unstandardized Coefficients Model 1 B (Constant) Standardized Coefficients Std. Error -5.066E-17 .040 .759 .043 HL Beta t .719 Sig. .000 1.000 17.777 .000 a. Dependent Variable: TT From result from three above tables we can see that with the value of Adjusted R Square is .515, this mean 51.5% of the variance of Tourists’ loyalty can be explained by Tourists’ Satisfaction factor. the table of Anova indicates that the value of Sig.= 0 and the value of Standardized Coefficients – Beta is 0.719 . All of these value show that Tourists’ Satisfaction has positive impact on Tourists’ Loyalty, strongly. Goodness of fit of the overall model includes direct and indirect effects are as follow: R2 = 1- (1- R12) (1- R2 2) R2 = 1 - (1- 0.279) (1- 0.516) R2 = 0.651036 4.6. Results of Hypotheses testing Many steps and tools were used for collecting and coducting the tests, and now results of the summary of hypotheses testing demonstrated in the following table: -67- Table 4.33: Results of Hypotheses testing Hypothesis H1 Statement Accommodation Quality has positive effect on tourist Testing results Supported satisfaction. H2 H3 H4 Friendly attitude of local people has positive effect on tourist satisfaction. Quality of restaurant service has positive effect on tourists satisfaction. Quality of Shopping activities has positive effect on tourist satisfaction. H5 Quality of Optional tours has positive effect on tourist H6 satisfaction. Professionalism of tour leader has positive effect on tourist satisfaction. H7 Quality of transportation has positive effect on tourist H8 satisfaction. Tourist satisfaction has positive effect on loyalty. Supported Not supported Supported Not Supported Not cleared yet Supported Supported -68- Chapter V – Conclusions and Recommendations This final chapter dicuss the research results, give conclusions and recommendations as well as the research limitations, and suggestions for future studies. 5.1. Conclussion Tourists’satisfaction is the most important thing in tourism industry, this was proven by many previous studies which introduced in chapter 1&2 and this research also confirm this again by the results in chapter 4. NinhThuan with the huge tourism potential but has been not exploited properly. Beside that, package tours are the most choosen type of tour for traveling of tourists in Vietnam. Many package tours to Ninh Thuan of travel agencies have launched in several years, but the results have not been as expected. The concern of tourist marketers is to identify the determinants of tourist’s satisfaction and relationship between tourist’s satisfaction and tourists’ loyalty. This study “TOURIST SATISFACTION: ANTECEDENTS AND CONSEQUENCES - A CASE STUDY OF PACKAGE TOURS AT NINH THUAN” was designed to identify factors influencing tourist’ satisfaction to package tour services at NinhThuan destination; investigate the impact of tourist satisfaction to NinhThuan package tour on intention to return. And draw managerial implications for maketers. The research was also designed to identify tourists’ demographics and their travel patterns. Base on reviewing literature and conducting a qualitative resesearch, this research proposed a model include factors of package tours such as: quality of Acommodation, transportation, restaurant, shopping activities, optional tours, local people, and tourists’ satisfaction, tourists’ loyalty. -69- The study was conducted from February to August, 2014 in both NinhThuan and HoChiMinh city. The sample was a convenience sample of over 300 tourists who were on their travel at NinhThuan or tourists who visited NinhThuan within 6 months. After conducting nescessary tests by SPSS software such as Descriptive statistics, Reliability test (Cronbach anpha), Validity tests(EFA), Correlation testing, and Regression analysis, the research defined some main findings are as follow: Finding about demographic and travel patterns Most respondents felt satisfied with two factors: transportation and restaurant of the package tour to NinhThuan and felt neutral with almost the last factors such as: Tour leader, Shopping activities, local people, optional tours, and accommodation. However, they still agreed that the tour was an overall satisfaction. They’re willing to introduce about NinhThuan with their friends and relatives as well as say good things about NinhThuan. Most of tourists knew about NinhThuan via recommendation from their relatives (23.2%), the second was “search engine on internet” (19.1%), the next position was via advertisements on newspapers/magazines, followed by Tourist information centre and Agency’ brochure. Identification of NinhThuan tours via TV or radio was the lowest sources, this may be from marketing problems. The main purposes for the tour almost were “rest & relaxation”, “sponsored by business/company”, and “go with family”. Almost respondents were office staffs and students. And middle-aged people (30-40) were dominating among other age groups -70.8%. This tourist group has a stable economic with savings. Respondents chose local specialties the most for their purchasing. Results of the open-ended questions about one or two things tourists like/unlike the most during their tour(s) showed that Vinh Hy bay and beautiful beaches are the most -70- popular things. Attitude of service staffs at places they visited, the poor tourism activities (the supplied tourism products) were things they dislike the most. Hypotheses testing results About the hypotheses testing results, independent factors as Accommodation Quality, Friendly attitude of local people, Quality of transportation, Quality of Shopping activities have a posity effect on tourist’ satisfaction. Factors as Quality of Optional tour, and Quality of restaurant service are not get the supporting from the test result in having possitive effect on tourists’satisfaction. For the factor of Professionalism of tour leader, the relationship between this factor and tourists’satisfaction is not clear. Tourists’ satisfaction has a strong relationship with tourists’ loyalty. The above findings can be useful to the planners and marketers to maintain or enhance their competitiveness. 5.2. Recommendations From the results of this research, the sudy have some recommendations which may help increase tourists’satisfaction to package tours to NinhThuan are as follow: About services and service staffs The finding showed that respondents just rate neutral for almost factors of package tour to NinhThuan this mean these factors in package tours to NinhThuan do not attract them. The statements such as “Provided detailed descriptions of the contents of optional tours”, “Shopping stores suit the needs of tourists”, “Tour leader has a good presentation ability”, “Attitude of local shopkeppers is good”, “Safety of the coach is reliable”, “Sanitary of restaurant”, “Professional and Friendliness of staff” were received a lowest rating of each factor from tourists. These statements belong to quality of supplied services, the skills and -71- attitude of staffs at places where supplied services, should have plan to improve these elements. Therefore, this research suggests that marketers should focus on trainning their managers and staffs, who contact and supply directly the services to tourists, this aim to improve their attitude and professional in service skills. If tourists receive services from friendly and professional staffs, they will feel more pleased. The services To Optional tours, tour agencies should provide the contents of the optional tour with more detailed descriptions, clearer in content, and have more variety programes. The organization of shopping activities could choose more stores which have variety products suit tourists’ needs. According to the study results, respondents usually chose local specialties and sourvenirs for purchasing. Services for restaurant should improve the sanitary problem, the variety of food, and has local dishes in menu. Operators should choose accommodations which have a convenient location (near beaches, near the center), serve delicious food, with comfortable and reasonable design. Travel agencies manager should collaborate with hotels in improving other services of hotel such as: room service, reception, etc. Transportation is the factor has strong effect on tourists’ satisfaction, therefore, this factor should be considered in improving the quality of transportation to meet the higher and higher demand of tourists. Having moderm buses which ensure a high safety will increase the level of tourists’ satisfaction. Marketing issue The sources for seeking tour information of tourists should be considered when plan promotion programes. Managers should focus the Word of mouth issue, SEO- Search engine -72- optimization on internet, and advertising on newspaper, TV. These are sources of information that customers used the most. NinhThuan tourism managers and managers of travel companies should consider to plan for variety tourism products. NinhThuan managers need to have plans about development of infrastructure serve for tourism such as: plan for areas of resorts, hotels, and restaurants near the tourism places; streets and transportation for tourism. NinhThuan should has propaganda programes for their people and help them understand that the benefit of tourism development will be tied to economic growth and their benefit. This will help in improving attitude of the locals to tourists. 5.3. Limitations and direction for the future research This research had limitations are as follow: Firstly, limitations about choosing factors have effect on tourists’ satisfaction. Because of the study area and the focusing about factors of package tour, the other factors also have impact on tourists’ satisfaction were not used in this survey. Secondly, limitations from choosing the study sample. The sample for this reseach just over 300 people in NinhThuan and HoChiMinh city in sort time so could not have ideas from toursits come from another places and at another point of time. For the future studies, future reseachers should avoid the limitation of this reseach in the future reseach. -73- References Anna S. Mattila and Heejung Ro, (2010). Customer satisfaction, service failure, and service recovery, Handbook of Hospitality Marketing Management. Ahmad Puad Mat Som and Mohammad Bader Badarneh,Tourist Satisfaction and Repeat Visitation; Toward a New Comprehensive Model; International Journal of Human and Social Sciences 6:1 2011 Brown, S.W. & Swartz, T. (1989). “A Gap Analysis of Professional Service, Quality” Journal of Marketing, Vol. 53 (2) pp. 92-8. Cronin, J. J., and Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56 (3), pp 55– 68. Danaher, P. J., & Haddrell, V. (1996). 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Service Loyalty-An Integrative Model and Examination across Service Contexts, Center for Excellence in Service, University of Maryland. Yoon Y., Uysal, M. (2005). An Examination of the Effects of Motivation and Satisfaction on Destination Loyalty: A Structural Model, Tourism Management 26(1), 45-56. -75- APPENDIX A VIETNAMESE VERSION BẢNG CÂU HỎI Kiình chaÌo Anh/Chị Hiện nay chúng tôi ðang lấy yì kiêìn khaìch haÌng trong ngaÌnh diòch vuò du lịch- về các tour du lịch trọn gói-tại Ninh Thuận. Kêìt quaÒ naÌy nhãÌm giuìp caìc nhà quản lý du lịch ðiạ phýõng cũng nhý các nhà ðiều hành tour du lịch ðến Ninh Thuận caÒi tiêìn châìt lýõòng dịch vụ, nâng cao chất lýợng phục vụ, ðáp ứng ðýợc yêu cầu ngày càng cao của du khách và mang ðến cho quý khách sýò haÌi loÌng khi ðến du lịch tại Ninh Thuận. Chúng tôi râìt mong Anh/Chị daÌnh thõÌi gian traÒ lõÌi Phiêìu KhaÒo Saìt naÌy. Phần 1: Thông tin chung 1 Anh/ chị ðã biết về tour trọn gói ðến Ninh Thuận thông qua hình thức/ phýõng tiện nào?(có thể chọn nhiều ðáp án) 1. Ấn phẩm quảng cáo 2. Qua mạng của cty du lịch 5. Quảng cáo trên Internet 3. Quảng cáo của báo/ tạp chí 6. Trung tâm thông tin 7. Người quen giới Tivi/ radio du lịch 4. Qua trang web tôi hay vào 8. Khác(vui lòng nêu thiệu ra) Anh/chị vui lòng cho biết việc quyết ðịnh chọn lựa tour trọn gói ðến Ninh Thuận của anh chị là do: (chỉ chọn 01 yếu tố chính) 1. Giới thiệu từ người 2. Trải nghiệm từ 3. Xem quảng cáo hấp 4. Thuyết minh của quen chuyến đi trước dẫn về Ninh Thuận trên nhân viên tư vấn từ báo/tạp chí công ty du lịch 5. Quảng cáo hấp dẫn về Ninh Thuận trên 6. Khác (vui lòng nêu ra) TV/radio 2 3 Anh/chị vui lòng cho biết mục ðích chính cho chuyến du lịch ðến Ninh Thuận của anh chị? 1. Nghỉ dưỡng 2. Công việc 3. Tài trợ của công ty 4. Cải thiện sức khỏe 5. Khám phá vùng đất 6. Xả stess 7. Đi cùng gia đình 8. Khac mới -76- Phần 2: Đánh giá các yếu tố liên quan đến tour trọn gói đến Ninh Thuận Anh/ chị vui lòng lựa chọn mức độ đồng ý của anh chị đối với các phát biểu sau liên quan đến tour trọn gói đến Ninh Thuận (Chỉ chọn 1 trong 5 theo mức độ tăng dần từ 1 đến 5 của mỗi phát biểu) Hoàn toàn không đồng ý không đồng ý bình thường đồng ý Hoàn toàn đồng ý 1 2 3 4 5 1 2 3 4 5 Phòng ở tại K. Sạn/ nhà nghỉ sạch sẽ, thoải mái, với thiết kế hợp lý Nhân viên khách sạn/ nhà nghỉ chuyên nghiệp Nhân viên khách sạn/ nhà nghỉ thân thiện K.Sạn/nhà nghỉ có (view) hướng nhìn ra quang cảnh bên ngoài đẹp K.Sạn/nhà nghỉ nằm gần biển hoặc trung tâm đô thị 1 1 1 1 1 2 2 2 2 2 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 6 7 8 9 10 Khách sạn/nhà nghỉ đảm bảo an toàn Thức ăn tại Khách sạn/ nhà nghỉ ngon Nói chung, tôi hài lòng với chất lượng của K.S/ N.Nghỉ tại NinhThuận Người dân địa phương thân thiện Người dân địa phương không phân biệt đối xử với du khách. 1 1 1 1 1 2 2 2 2 2 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 11 12 13 14 15 Thái độ của những người bán hàng địa phương tốt (không tăng giá bán, chèo kéo, lừa gạt với du khách) Nói chung, tôi thích thái độ của người dân tại Ninh Thuận Thái độ phục vụ của nhân viên các nhà hàng trong tour là tốt Những nhà hàng trong tour vệ sinh sạch sẽ Tại các nhà hàng trong tour có nhiều món đặc sản địa phương hấp dẫn. 1 1 1 1 1 2 2 2 2 2 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 1 1 1 2 2 2 3 3 3 4 4 4 5 5 5 1 1 2 2 3 3 4 4 5 5 1 2 3 4 5 1 2 3 4 5 1 1 2 2 3 3 4 4 5 5 25 Các cửa hàng mà tour tổ chức cho chúng tôi đến mua sắm có uy tín tốt Nhìn chung, tôi hài lòng với công tác tổ chức các hoạt động mua sắm trong tour. Các chương trình du lịch tự chọn của công ty tổ chức tour đề xuất có đầy đủ các thông tin chi tiết, rõ ràng về nội dung của chương trình. Giá cả các chương trình du lịch tự chọn công ty đưa ra là hợp lý Các chương trình tour tự chọn mà cty đề xuất được thiết kế có sự an toàn. 1 2 3 4 5 26 27 28 Nhìn chung, tôi thích các chương trình du lịch tự chọn được đề xuất. Người dẫn tour có khả năng trình bày tốt Người dẫn tour có tinh thần trách nhiệm va thái độ thân thiện. 1 1 1 2 2 2 3 3 3 4 4 4 5 5 5 16 17 18 19 20 21 22 23 24 Chất lượng của thức ăn ( độ tươi, ngon của món ăn) tại các nhà hàng trong chuyến đi là đảm bảo. Nói chung, chất lượng các nhà hàng trong tour đi Ninh Thuận là tốt. Số lần mua sắm mà tour tổ chức đi là hợp lý Các cửa hàng mua sắm tour tổ chức cho chúng tôi đến thì đáp ứng được nhu cầu mua sắm của chúng tôi. Thời gian dừng chân tại các cửa hàng mua sắm trong tour là hợp lý. -77- 29 30 31 32 33 Người dẫn tour có khả năng giải quyết những vấn đề phát sinh Nói chung, Người dẫn tour là chuyên nghiệp Xe đưa đón được sử dụng trong tour sạch sẽ và gọn gàng Ghế ngồi và Độ rộng chỗ ngồi trên xe đưa đón thoải mái Giao thông địa phương thuận tiện 1 1 1 1 1 2 2 2 2 2 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 34 1 2 3 4 5 35 36 37 38 Độ an toàn của các chuyến xe đưa đón trong tour là đáng tin cậy Theo tôi, nhìn chung dịch vụ đưa đón trong toàn bộ hành trình tour là tốt. Tôi hài lòng về những gì mình đã trải qua trong tour đến N.Thuận. Chuyến du lịch đã đáp ứng được những mong đợi của tôi. Tôi đã có được chuyến du lịch thú vị khi đến Ninh Thuận. 1 1 1 1 2 2 2 2 3 3 3 3 4 4 4 4 5 5 5 5 39 40 41 42 43 Nhìn chung, tôi hài lòng về chuyến du lịch này. Tôi sẽ giới thiệu tour trọn gói này cho bạn bè, người quen nếu có dịp. Tôi sẽ nói tốt về điểm du lịch N. Thuận với bạn bè, người quen. Tôi sẽ khuyến khích bạn bè, người quen chọn tour du lịch đến N. Thuận. Tôi sẽ vẫn tiếp tục chọn tour du lịch đến Ninh Thuận trong tương lai. 1 1 1 1 1 2 2 2 2 2 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5 44. Vui lòng cho biết 1 đến 2 điều làm anh/ chị thích nhất khi đến du lịch tại Ninh Thuận? 45. Vui lòng cho biết 1 đến 2 điều làm anh/ chị không thích nhất khi đến du lịch tại Ninh Thuận? 46. Tôi đã chi tiêu mua sắm trong chuyến đi cho: 1. Đồ lưu niệm 2. Đặc sản địa phương 3. Quần áo 4. Khác Xin cảm ơn anh/chị ! Chúc anh chị gặp nhiều may mắn! -78- Thông tin đáp viên Giới tính Độ tuổi: 1. 18 – 30 2. 31 – 40 1. Nam 2. Nữ Thu nhập/tháng 1. Dưới 5 triệu đồng (VND) 2. Từ 5 – 10 triệu 3. Trên 10 – 20 triệu 4. Trên 20 triệu đồng 3. 41 – 50 4. Trên 50 tuổi Tình trạng hôn nhân: 1. Đã kết hôn 2. Độc thân Trình độ học vấn : 1. PTTH 2. Trung cấp nghề 3. Cao Đẳng 4. Đại Học 5. Trên Đại Học Nghề nghiệp: 1. Nội trợ 2. Công nhân 3. Sinh viên 4. Nhân viên văn phòng Quản lý 6. Chủ doanh nghiệp -79- 5. ENGLISH VERSION PART I: GENERAL INFORMATION 1. Which of the following best discribes your travel party? 1: Alone 2: A couple 3: family members 4: Friends and relatives 6: Others 2. How did you find out about the NinhThuan (package tour) as a place to visit? 1. Agency’ 2.Via search engine 3. Advert: newspaper / 4. Via a website you brochure 5. TV or radio on internet 6. Tourist Information Centre magazine 7. Recommendation 8. 0ther, please specify: know. 3. What influenced you to choose the package tour to NinhThuan? 1. Recommendation (friends, family, etc) 2. Previous experience 3. Advertisements Other, please specify about Ninh Thuận 4. What are the main reasons for your visit to NinhThuan? 1. Rest & relaxation 2. Business reasons 3. Sponsored by business/company 5.Other, please specify: 4. Health PART II: EVALUATE FACTORS EFFECT TOURISTS SATISFACTION 2. ACCOMMODATION QUALITY factor Please rate your level of agreement or disagreement with the relevant statement for the following items on the scale from 1(definitely disagree), 2(disagree), 3(somewhat agree), 4( agree), to 5( definitely agree). 1 The room is sanitary and comfortable, with a reasonable 1 2 3 4 5 design. 2 Professional and friendly staffs 1 2 3 4 5 3 Friendliness of staff 1 2 3 4 5 4 The accommodation has beautiful View and good location 1 2 3 4 5 (near the beach/downtown) 5 Quality of food at accommodation is good 1 2 3 4 5 6 Security at the accommodation is guaranteed. 1 2 3 4 5 7 Overall, I was satisfied with the quality of Accommodation 1 2 3 4 5 service at NinhThuan 8 The coach is clean & tidy 9 The seat and the personal space around my seat is comfort 10 Safety of the coach is reliable 1 1 1 2 2 2 3 3 3 4 4 4 5 5 5 -80- 11 In general, to me, transportation services that were supplied during the tour were good. 12 13 14 15 16 Service attitude of the restaurant’staffs Sanitary of restaurant I can enjoy the local unique cuisine at restaurant Food quality – fresh, good taste, variety and hygiene Overall, I was pleased with the quality of restaurant services. 17 Frequency of shopping is appropriate 18 Shopping stores fit in with the needs of tourists (ex: have local unique products) 19 Duration in shopping stores is appropriate 20 In general, i was satisfied with the orgnaization of shopping activities 21 Frequency of shopping is appropriate 22 Provided detailed descriptions of the contents of optional tours(about the landscape, relaxation activities, etc) 23 The price of optional tours is reasonable 24 The optional tour has variety tour programes(with many activities) 1 2 1 1 1 1 1 2 2 2 2 2 3 4 3 3 3 3 3 5 4 4 4 4 4 5 5 5 5 5 1 1 2 2 3 3 4 4 5 5 1 1 2 2 3 3 4 4 5 5 1 1 2 2 3 3 4 4 5 5 1 1 2 2 3 3 4 4 5 5 25 26 27 28 29 30 Overal, the optional tours are reasonable Tour leader has a good presentation ability Has professional ability with friendly attitude Has ability in solving the unforeseen things Overall, tour leader of the tour(s) was professional. 31 32 33 Friendliness and helpfullness of local people Attitude of local shopkeppers Local people don’t discriminate against tourists 1 1 1 2 2 2 3 3 3 4 4 4 5 5 5 34 Overall, I were satisfied with attiitute of the locals 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 35 36 37 38 39 I will recomment this package tour to my friends and relatives I intend to say good things about this destination to others. Encourage my friends and relatives to choose this tour I intend to continue choosing this tour to NinhThuan in future 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 4 5 5 5 5 5 5 -81- 40 I am satisfied with my experiences in the tour to NinhThuan Overall, I am satisfied with this tour This tour has met my expectations. I have had the pleasurable journey in NinhThuan. 41 42 43 1 2 3 4 5 1 1 2 2 3 3 4 4 5 5 What did you like most about this destination? What did you dislike most about this destination? PART III: DEMOGRAPHIC Gender Age - - Income ( Million VND / month): -10 Above 20 millions Marital status: Occupation: Thank you for your cooperation in completing this questionnaire! Good luck! -82- APPENDIX B EFA for independent factors Table: Total Variance Explained Initial Eigenvalues Compo nent Total Extraction Sums of Squared Loadings % of Cumulativ Variance e% Total % of Cumulat Variance ive % Rotation Sums of Squared Loadings Total % of Variance Cumulati ve % 1 4.222 14.558 14.558 4.222 14.558 14.558 3.525 12.156 12.156 2 3.661 12.623 27.181 3.661 12.623 27.181 3.466 11.952 24.108 3 3.019 10.410 37.591 3.019 10.410 37.591 2.877 9.922 34.031 4 2.624 9.050 46.641 2.624 9.050 46.641 2.564 8.841 42.872 5 2.226 7.675 54.316 2.226 7.675 54.316 2.340 8.070 50.942 6 1.898 6.544 60.859 1.898 6.544 60.859 2.244 7.738 58.680 7 1.533 5.288 66.147 1.533 5.288 66.147 2.165 7.467 66.147 8 .847 2.920 69.067 9 .802 2.766 71.832 10 .709 2.445 74.277 11 .625 2.155 76.432 12 .614 2.117 78.550 13 .575 1.983 80.533 14 .558 1.925 82.457 15 .519 1.791 84.249 16 .497 1.714 85.963 17 .483 1.666 87.629 18 .419 1.446 89.076 19 .396 1.365 90.441 20 .376 1.298 91.739 21 .352 1.214 92.954 22 .345 1.190 94.144 23 .313 1.080 95.224 24 .300 1.034 96.257 25 .265 .912 97.170 26 .243 .836 98.006 27 .213 .736 98.742 28 .193 .667 99.409 29 .171 .591 100.000 -83- Table: Total Variance Explained Initial Eigenvalues Compo nent Total Extraction Sums of Squared Loadings % of Cumulativ Variance e% Total % of Cumulat Variance ive % Rotation Sums of Squared Loadings Total % of Variance Cumulati ve % 1 4.222 14.558 14.558 4.222 14.558 14.558 3.525 12.156 12.156 2 3.661 12.623 27.181 3.661 12.623 27.181 3.466 11.952 24.108 3 3.019 10.410 37.591 3.019 10.410 37.591 2.877 9.922 34.031 4 2.624 9.050 46.641 2.624 9.050 46.641 2.564 8.841 42.872 5 2.226 7.675 54.316 2.226 7.675 54.316 2.340 8.070 50.942 6 1.898 6.544 60.859 1.898 6.544 60.859 2.244 7.738 58.680 7 1.533 5.288 66.147 1.533 5.288 66.147 2.165 7.467 66.147 8 .847 2.920 69.067 9 .802 2.766 71.832 10 .709 2.445 74.277 11 .625 2.155 76.432 12 .614 2.117 78.550 13 .575 1.983 80.533 14 .558 1.925 82.457 15 .519 1.791 84.249 16 .497 1.714 85.963 17 .483 1.666 87.629 18 .419 1.446 89.076 19 .396 1.365 90.441 20 .376 1.298 91.739 21 .352 1.214 92.954 22 .345 1.190 94.144 23 .313 1.080 95.224 24 .300 1.034 96.257 25 .265 .912 97.170 26 .243 .836 98.006 27 .213 .736 98.742 28 .193 .667 99.409 Extraction Method: Principal Component Analysis. -84- Table: Rotated Component Matrixa Component 1 KS6 .813 KS1 .787 KS5 .769 KS4 .723 KS2 .720 KS3 .662 2 3 NH3 .877 NH5 .844 NH2 .835 NH1 .790 NH4 .752 NDT1 .891 NDT2 .857 NDT3 .802 NDT4 .786 4 TourTC4 .885 TourTC1 .789 TourTC2 .762 TourTC3 .653 5 MS4 .869 MS1 .868 MS2 .829 6 XDD5 .864 XDD2 .836 XDD4 .784 7 ND4 .805 ND1 .722 ND2 .695 ND3 .612 Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 6 iterations. -85- EFA for dependent factors Table 4. 26: Total Variance Explained Initial Eigenvalues Facto Total % of Variance Extraction Sums of Squared Loadings Cumulative % % of Variance Cumulative % Total Rotation Sums of Squared Loadingsa Total 1 4.865 69.501 69.501 4.655 66.507 66.507 4.490 2 1.005 14.352 83.853 .694 9.919 76.426 3.180 3 .378 5.398 89.251 4 .345 4.930 94.181 5 .217 3.105 97.286 6 .128 1.829 99.115 7 .062 .885 100.000 Extraction Method: Principal Axis Factoring. a. When factors are correlated, sums of squared loadings cannot be added to obtain a total variance. Table 4.27: Pattern Matrixa Factor 1 2 TT1 .940 TT2 .922 TT3 .855 HL2 .807 HL4 .804 HL1 .900 HL3 .777 Extraction Method: Principal Axis Factoring. Rotation Method: Promax with Kaiser Normalization. a. Rotation converged in 3 iterations. -86- [...]... includes factors of package tours such as: Quality of Acommodation, transportation, restaurant, shopping activities, optional tours, local people, and tourists’ satisfaction, tourists’ loyalty The main results indicate that Quality of Acommodation, transportation, shopping activities, local people, have a posity effect on tourist satisfaction Factors as Quality of Optional tour, and Quality of restaurant... that in An Examination of the Effects of Motivation and Satisfaction on Destination Loyalty: A Structural Model of Yoon and Uysal (2005), Dimensions of Tourist Satisfaction with a Destination Area of Pizam, Neumann and Reichel (1978), Tourist satisfaction: A view from a mixed international guided package tour of Bowie & Chang (2005), Senior Tourists’ Purchasing Decisions in Group Package Tour (Wang,... particular? What are factors that effect tourist satisfaction to Ninhthuan package tour (NPT) services? 2 Objectives Based on the above situation, this study is to: - To identify factors influencing tourist satisfaction to package tour services at NinhThuan destination - To investigate the impact of tourist satisfaction to NinhThuan package tour on intention to return - To draw managerial implications... factors Rittichainuwat, Qu, and Mongkhonvanit (2006) studied the collective impacts of a bundle of travel determinants on repeat visitation to Thailand and determined tourist satisfaction attributes in the categories of shopping, restaurants, hotels, transportation, attractions, environment, and local residents’ attitudes Qu and Li (1997) in The characteristics and satisfaction of mainland Chinese visitors... has positive effect on loyalty 2.4 Summary This chapter discussed the importance of customer satisfaction as well as package tours in tourism industry, the necessity for a study on the antecedents & cosequences of tourist satisfaction of package tours The previous studies on tourist satisfaction of package tours, factors effect tourist satisfaction of package tour as accommodation, restaurant, transportation... satisfaction to package tours and its antecedents 2.1.2.1 Tourist satisfaction Satisfaction is an overall customer attitude towards a service provider, or an emotional reaction to the difference between what customers anticipate and what they -19- receive, regarding the fulfillment of some needs, goals or desire” (Hansemark and Albinson, 2004) According to Danaher & Haddrell (1996) and Som & Badarneh... restaurant service has positive effect on tourists satisfaction H4: Quality of Shopping activities operation has positive effect on tourist satisfaction H5: Quality of Optional tours has positive effect on tourist satisfaction H6: Professionalism of tour leader has positive effect on tourist satisfaction H7: Quality of transportation has positive effect on tourist satisfaction H8: Tourist satisfaction. ..Abstract Tourists satisfaction is the most important thing in tourism industry, and Package tours are the most choosen type for traveling of tourists in Vietnam This research identify factors influencing tourist satisfaction to package tour services at NinhThuan destination and investigate the impact of tourist satisfaction to NinhThuan package tour on intention to return The research proposed a. .. the beach/downtown) 5 Quality of food at accommodation is good 6 Security at the accommodation is guaranteed 7 Overall, I was satisfied with the quality of Accommodation service at NinhThuan Quality of Transportation Service 1 The coach is clean & tidy 2 The seat and the personal space around my seat is comfort 3 Safety of the coach is reliable 4 In general, to me, transportation services that were... instruments and data collection procedures to ensure that appropriate questions are being asked, the right data will be collected, and the data collection methods will work 3.5 Data collection 3.5.1 Data sources This research used two main sources of data that were primary data and secondary data -36- While the primary data was collected from the field survey, this is the kind of information that was found ... cosequences of tourist satisfaction of package tours The previous studies on tourist satisfaction of package tours, factors effect tourist satisfaction of package tour as accommodation, restaurant, transportation... tourist satisfaction to package tour services at NinhThuan destination - To investigate the impact of tourist satisfaction to NinhThuan package tour on intention to return - To draw managerial implications.. .TOURIST SATISFACTION: ANTECEDENTS AND CONSEQUENCES A CASE STUDY OF PACKAGE TOURS AT NINHTHUAN In Partial Fulfillment of the Requirements of the Degree of MASTER OF BUSINESS ADMINISTRATION