Factors affecting the satisfaction of festival visitors evidence from vietnam

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Nguyen Van Tho FACTORS AFFECTING THE SATISFACTION OF FESTIVAL VISITORS: EVIDENCE FROM VIETNAM MASTER OF BUSINESS (Honours) SUPERVISOR: DR CAO HAO THI Ho Chi Minh City – Year 2014 UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Nguyen Van Tho FACTORS AFFECTING THE SATISFACTION OF FESTIVAL VISITORS: EVIDENCE FROM VIETNAM MASTER OF BUSINESS (Honours) SUPERVISOR: DR CAO HAO THI Ho Chi Minh City – Year 2014 ACKNOWLEGEMENTS I personal believe that I would not have been successful in completing my thesis without the conscientious support, guidance and advice of many people First of all, I would like to express my gratitude to Dr Cao Hao Thi for his quiet leadership, generous guidance and encouragement Although faced many difficulties, his enthusiastic guidance provided me the useful knowledge which helped me to have directions for my study Secondly, I want the supervisory board know how much I appreciate them for providing me with their available advices helped me to gain a better understanding of the subject and creating favorable conditions for me during period of the thesis Furthermore, I would also like to express my deep gratitude to administrative offices of International School of Business – University of Economics Ho Chi Minh City for their administrative support, creating favorable conditions for me during the MBA course as well as during the time I this research Besides, I would like to give my sincere thanks to people who helped me to complete the survey and sincere sharing my study topic Last but not least, I would like to send the most special thanks to my family, who are my motivation, they supported me by their love and faith in my abilities which have helped me in my efforts to become a better researcher i ABSTRACT The main purpose of this study is to investigate key factors that affecting the satisfaction of festival visitors in Vietnam Based on the literature reviews, this study proposes a conceptual framework A quantitative study is applied via survey method by questionnaire with sample size investigated is 162 visitors who have ever attended festival in Vietnam to test theory, including their feeling and comments Multiple linear regression analysis is chosen to find the relationship between the satisfaction of visitors at festival with festivalscape factors such as program content, staff, facility, food, souvenir, convenience and information The results suggest that in order to have the satisfaction of tourists, it must focus on factors such as program content, facility, food, staff, souvenir, convenience These findings complement theory about behavior of visitors attending festival, providing planners as well as administrators the way to design a festival effectively Keywords: festivalscape, visitors’ satisfaction, Vietnam ii TABLE OF CONTENTS ACKNOWLEGEMENTS i ABSTRACT ii TABLE OF CONTENTS iii LIST OF ABBREVIATIONS v LIST OF FIGURES vi LIST OF TABLES vii CHAPTER 1: INTRODUCTION 1.1 Problem statement 1.2 Research objectives 1.3 Research questions 1.4 Research scope 1.5 Research contribution 1.6 Research structure CHAPTER 2: LITERATURE REVIEWS 2.1 Festivalscape 2.2 Satisfaction 2.3 Previous studies about festivalscape 10 2.4 Research model 11 2.4.1 Hypothesis 11 2.4.2 Conceptual framework 15 CHAPTER 3: RESEARCH METHODOLOGY 17 3.1 Item generation step 18 3.2 Quantitative pilot study 18 3.3 Quantitative main study 21 3.3.1 Data collection 21 3.3.1.1 Sample size 21 3.3.1.2 Sampling method 22 iii 3.3.2 Methods of data analysis 23 3.3.2.1 Reliability measure by Cronbach’s Alpha analysis 23 3.3.2.2 Validity measure by EFA 23 3.3.2.3 Multiple regression analysis 24 CHAPTER 4: 4.1 DATA ANALYSIS 27 Data collection 27 4.1.1 Filter the data 27 4.1.2 Coding 27 4.2 Descriptive statistics 27 4.3 Reliability analysis 30 4.4 Exploratory Factor Analysis 33 4.4.1 System of testing for EFA 33 4.4.2 The results of EFA model 33 4.5 Regression analysis 36 4.5.1 Testing of the fit level of model 36 4.5.2 Testing of regression coefficient 41 4.6 The hypothesis testing 41 4.6.1 Unstandardized regression coefficient 41 4.6.2 Standardized regression coefficient 43 CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS 45 5.1 Conclusions 45 5.2 Recommendations 47 5.3 Implications of the study 48 5.4 Limitation and further research 49 REFERENCES 50 APPENDIX 1: QUESTIONAIRE – ENGLISH VERSION 55 APPENDIX 2: QUESTIONAIRE – VIETNAMESE VERSION 59 APPENDIX 3: THE DATA ANALYSIS RESULTS 64 iv LIST OF ABBREVIATIONS KMO: Kaiser–Meyer–Olkin EFA: Exploratory Factor Analysis SPSS: Statistical Package Software for Social Science v LIST OF FIGURES Figure 2.1: Framework for Understanding Environment-User Relationships in Service Organizations Figure 2.2: Program content and festival visitors’ satisfaction 12 Figure 2.3: Staff and festival visitors’ satisfaction 12 Figure 2.4: Facility and festival visitors’ satisfaction 13 Figure 2.5: Food and festival visitors’ satisfaction 14 Figure 2.6: Souvenirs and festival visitors’ satisfaction 14 Figure 2.7: Convenience and festival visitors’ satisfaction 15 Figure 2.8: Information and festival visitors’ satisfaction 15 Figure 2.9: Research model 16 Figure 3.1: Research process 17 Figure 4.1: Model fit 32 Figure 4.2: Scatterplot 39 Figure 4.3: Normal P-P plot of regression standardized residual 40 vi LIST OF TABLES Table 3.1: Factors and items summary 20 Table 4.1: Coding the items of festivalscape factors 28 Table 4.2: The profile of respondents 29 Table 4.3: Reliability statistics 31 Table 4.4: KMO and Bartlett’s test 33 Table 4.5: Rotated component matrixa 34 Table 4.6: The retest of reliability analysis 35 Table 4.7: Model adjusted through reliability analysis and EFA 36 Table 4.8: Casewise diagnosticsa 37 Table 4.9: Model summaryb 37 Table 4.10: ANOVAa 38 Table 4.11: Correlations 38 Table 4.12: Coefficientsa 41 Table 4.13: Hypothesis testing 42 Table 4.14: The importance level of factors 43 vii CHAPTER 1: INTRODUCTION The first part of this chapter is the statement of tourism problem as well as the satisfaction of festival visitors Then, this chapter shows the aims of the study in research objectives part and identifies the research questions And finally, in turn, this chapter provides scope, contribution and structure of this research 1.1 Problem statement Nowadays, world tourism industry begins to have the sign of prosperity and its recovery speed is faster than any other economic industry In developing countries, tourism has been recognized as a motivation for economic development and contribute to poverty reduction and employment creation Tourism means not only enjoying the scenic, the world natural heritage but also finding out, exploring indigenous cultures via famous festivals filled with cultural particularities of each region, each country Besides, organizing festival is a method of tourist’s returning because it is the top attention of countries which are focusing on promoting the development of “smokeless industry” To have that returning decision, the tourists, first of all, must feel satisfied with that festival Therefore, studying about factors affecting the satisfaction of festival tourists has been researched by many researchers in around the world for many years such as Lee et al (2008), Özdemir & Çulha (2009), Yoon et al (2010), Grappi & Montanari (2011), Anil (2012), Mensah (2013) In Vietnam, we cannot deny that “smokeless industry” has been confirmed its important position in the national economy However, overall Vietnam tourism industry is still not competitive enough on the international market, many visitors admired the beautiful landscape in Vietnam but just a few of them return the second time According to recent interviews, almost tourists need something more than just scenic, we only exploit the natural what available in Vietnam but not anything to make them more beautiful, more attractive Therefore, besides traditional tourism elements such as scenic spots, world natural heritage, Vietnam’s tourism industry has organized many festivals which contain APPENDIX 2: QUESTIONAIRE – VIETNAMESE VERSION PHIẾU KHẢO SÁT Kính chào quý anh/chị, Tôi tên Nguyễn Văn Thơ, thực đề tài nghiên cứu yếu tố tác động đến hài lòng khách du lịch nội địa đến tham dự chương trình lễ hội (festival) Việt Nam Rất mong anh/chị dành chút thời gian quý báu để hoàn thành phiếu khảo sát bên Cũng xin lưu ý trả lời hay sai cả, mong nhận trả lời theo cảm nhận anh/chị Hơn nữa, tất trả lời anh/chị gộp chung với trả lời khác để xử lý thống kê Vì vậy, thông tin cá nhân không xuất báo cáo kết nghiên cứu Nếu anh/chị quan tâm đến đề tài này, sau hoàn thành báo cáo gởi đến anh/chị để tham khảo Bất kỳ đóng góp cho đề tài, anh/chị vui lòng gửi địa email: nvthow@gmail.com Chân thành cảm ơn quý anh/chị PHẦN - ANH/CHỊ VUI LÒNG CHỌN CÂU TRẢ LỜI THÍCH HỢP CHO CÁC CÂU HỎI SAU:  Anh/chị tham dự lễ hội (festival) Việt Nam chưa? CÓ CHƯA (Nếu CÓ tiếp tục với câu hỏi đây, CHƯA kết thúc vấn xin cảm ơn quý anh/chị.)  Trong số lễ hội (festival) sau, lễ hội (festival) gần mà anh/chị tham dự là: (Xin lưu ý, lễ hội (festival) mà anh/chị trả lời cho câu hỏi bên dưới, nên anh/chị vui lòng CHỈ CHỌN câu trả lời.) 59 Festival Du Lịch Hạ Long Festival Huế Lễ hội pháo hoa quốc tế Đà Nẵng Festival Biển Nha Trang Festival Hoa Đà Lạt Lễ hội khác: …….………  Mục đích anh/chị tham dự lễ hội (festival) là: ……………………………………………………………………………………… ………………………………………………………………………………………  Anh/chị biết đến lễ hội qua kênh thông tin: Mạng internet Báo/tạp chí Bạn bè/người thân Khác Tivi/phát PHẦN - ANH/CHỊ VUI LÒNG CHO BIẾT MỨC ĐỘ ĐỒNG Ý CỦA MÌNH VỚI NHỮNG PHÁT BIỂU DƯỚI ĐÂY THEO THANG ĐIỂM TỪ ĐẾN 5, VỚI QUI ƯỚC SAU: Hoàn toàn phản đối Phản đối Trung dung Đồng ý Hoàn toàn đồng ý (Xin khoanh tròn số thích hợp cho phát biểu) Đánh giá bạn Ý KIẾN Các chương trình biểu diễn (văn nghệ, trình diễn, diễu hành…) mang tính đặc trưng lễ hội Chương trình lễ hội mang lại trải nghiệm tuyệt vời Nội dung chương trình lễ hội hấp dẫn STT 1 1 2 3 4 5 Nhiều kiện tổ chức lễ hội 5 Chương trình lễ hội tổ chức tốt Nhân viên hướng dẫn viên tốt bụng 60 10 Nhân viên hướng dẫn viên đáp ứng nhu cầu khách hàng cách nhanh chóng Nhân viên hướng dẫn viên tận tình giúp đỡ Nhân viên hướng dẫn viên có đủ kiến thức, thông tin lễ hội Số lượng nhân viên hướng dẫn viên lễ hội phân bổ hợp lý 5 5 11 Nơi diễn lễ hội có đầy đủ sở vật chất 12 Không gian/kích thước khu vực lễ hội thoải mái/hợp lý 13 14 Khu vực diễn lễ hội lễ hội Bầu không khí khu vực lễ hội tốt 1 2 3 4 5 15 16 Chất lượng thức ăn bán lễ hội tốt Giá thức ăn hợp lý 1 2 3 4 5 17 Có thức ăn truyền thống 18 Các loại thức ăn đa dạng 19 20 Có nhiều loại quà lưu niệm đa dạng Quà lưu niệm chất lượng tốt 1 2 3 4 5 21 Giá bán mặt hàng lưu niệm hợp lý 22 Nhà vệ sinh tiện nghi 23 Có đủ chỗ đậu, đỗ xe 24 Có chỗ nghỉ ngơi hợp lý 25 26 Biển báo dẫn cung cấp đầy đủ thông tin Tờ rơi dẫn cung cấp đầy đủ thông tin 1 2 3 4 5 27 Tôi cảm thấy tuyệt tham gia lễ hội 28 29 Tôi hài lòng với định tham dự lễ hội Nói chung, hài lòng với lễ hội 1 2 3 4 5 61 PHẦN - ANH/CHỊ VUI LÒNG CUNG CẤP MỘT SỐ THÔNG TIN CÁ NHÂN BẰNG CÁCH CHỌN CÂU TRẢ LỜI THÍCH HỢP TÔI CAM ĐOAN NHỮNG NỘI DUNG DƯỚI ĐÂY SẼ ĐƯỢC BẢO MẬT VÀ CHỈ SỬ DỤNG CHO MỤC ĐÍCH NGHIÊN CỨU  Giới tính: Nam Nữ  Anh/chị thuộc nhóm tuổi nhóm tuổi sau đây: ≤ 18 Từ 19 đến 35 Từ 36 đến 55 ≥ 56  Trình độ học vấn: Trên Đại Học Cao đẳng/Đại Học Trung Học Khác  Tình trạng hôn nhân: Độc thân Đã kết hôn chưa có Đã kết hôn có Đã ly hôn  Khu vực mà anh/chị sinh sống: Tây Bắc Bộ Đông Bắc Bộ Bắc Trung Bộ Nam Trung Bộ Đông Nam Bộ Tây Nam Bộ Tây Nguyên Ngoài yếu tố đề cập đây, anh/chị nghĩ yếu tố tác động đến hài lòng có khả quay trở lại lễ hội (festival) mà anh/chị tham dự Mong anh/chị vui lòng chia sẻ ý kiến quý báu ……………………………………………………………………………………………… ……………………………………………………………………………………………… 62 ……………………………………………………………………………………………… ……………………………………………………………………………………………… ……………………………………………………………………………………………… Xin chân thành cám ơn giúp đỡ quý anh/chị Trân trọng kính chào! 63 APPENDIX 3: THE DATA ANALYSIS RESULTS Appendix 3.1: Frequencies - Statistics N MeStd MoMini- MaxiDeviMiss- Mean dide mum mum Valid an ation ing The most recent joining festival Know about the MED festival via media GEN Gender AGE Age EDU Education level FES MAR Marital status LIV Living area 162 98 3.14 3.00 1.240 162 98 1.63 1.00 1.080 162 162 162 98 98 98 1.55 2.00 2.21 2.00 2.56 3.00 2 499 654 764 1 4 162 98 2.00 2.00 1a 912 162 98 4.64 5.00 1.274 a Multiple modes exist The smallest value is shown 64 Appendix 3.2: Factor analysis - Descriptive statistics PRO1 Performance program 3.81 Std Deviation 683 PRO2 Experiential program 3.96 672 162 PRO3 Interesting festival 3.68 711 162 PRO4 Variety of events 3.79 726 162 PRO5 Well organized management and operation 3.88 726 162 STA1 Kind guides and staff 3.09 830 162 STA2 Quick responsiveness on request 2.65 974 162 STA3 Willingness to help 3.06 944 162 STA4 Enough knowledge about the festival 3.52 927 162 STA5 Number of event guides and staff 3.16 958 162 FAC1 Facilities of festival site 4.17 782 162 FAC2 Space/size of festival site 3.98 776 162 FAC3 Cleanness of festival site 3.90 715 162 FAC4 Atmosphere of festival site 4.10 758 162 FOO1 Quality of food 2.64 889 162 FOO2 Price of food 3.22 839 162 FOO3 Available traditional food 3.07 1.305 162 FOO4 Variety of foods 2.82 965 162 SOU1 Variety of souvenirs 3.22 739 162 SOU2 Quality of souvenirs 3.40 717 162 SOU3 Price of souvenirs 3.47 782 162 CON1 Restroom 3.78 610 162 CON2 Parking lot 3.35 743 162 CON3 Rest area 3.43 795 162 Mean 65 Analysis N 162 Appendix 3.3: Factor analysis - Scree plot 66 Appendix 3.4: Total variance explained Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings 7.949 % of CumulVaTotal ative % riance 33.119 33.119 7.949 2.687 1.782 11.197 7.426 44.316 2.687 51.742 1.782 11.197 7.426 44.316 2.910 51.742 2.716 12.126 11.318 26.445 37.763 1.369 5.705 57.447 1.369 5.705 57.447 2.529 10.536 48.299 1.268 5.282 62.730 1.268 5.282 62.730 2.390 9.958 58.257 1.071 4.464 67.194 1.071 4.464 67.194 2.145 8.936 67.194 899 865 790 3.745 3.606 3.294 70.939 74.545 77.838 10 665 2.769 80.608 11 12 584 517 2.432 2.153 83.040 85.193 13 14 466 435 1.940 1.814 87.134 88.947 15 16 415 373 1.730 1.552 90.677 92.230 17 341 1.420 93.649 18 19 20 292 280 232 1.218 1.167 968 94.867 96.034 97.002 21 22 221 194 922 810 97.924 98.735 23 24 180 124 750 99.485 515 100.000 Total % of CumulVaTotal ative % riance 33.119 33.119 3.437 % of CumulVaative % riance 14.320 14.320 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization 67 Appendix 3.5: Factor analysis - Descriptive statistics for Satisfaction variable Mean Std Deviation SAT1 I feel very good with this festival I am satisfied with my decision to visit SAT2 this festival SAT3 Overall, I am satisfied with this festival Analysis N 3.76 794 162 3.71 728 162 3.88 598 162 Appendix 3.6: Factor analysis - KMO and Bartlett’s test for Satisfaction variable Kaiser-Meyer-Olkin Measure of Sampling Adequacy .695 Approx Chi-Square Bartlett’s Test of Sphericity 224.790 df 3.000 Sig .000 Appendix 3.7: Residuals statisticsa Minimum Maximum Predicted Value 2.0896 5.0176 3.7854 Std Deviation 4672098 Std Predicted Value Standard Error of Predicted Value Adjusted Predicted Value -3.630 2.637 000 1.000 039 204 075 027 2.1715 5.0193 3.7844 4685884 -1.1331 1.1021 0000 37601754 Std Residual -2.956 2.875 000 Stud Residual -3.002 3.047 001 -1.1685 1.2381 0010 39817440 -3.084 3.134 001 1.016 Mahal Distance 627 44.224 5.963 5.855 Cook's Distance 000 227 009 024 Centered Leverage Value 004 278 038 037 Residual Deleted Residual Stud Deleted Residual a Dependent Variable: SAT Satisfaction 68 Mean N 981 160 1.009 Appendix 3.8: Regression plot 69 70 71 Appendix 3.9: Histogram 72 Appendix 3.10: Regression - Descriptive statistics Mean SAT Std Deviation Analysis N Satisfaction 3.7854 59973 160 F1 Program content 3.8300 56444 160 F2 Staff 3.1113 64846 160 F3 Facility 4.0375 62079 160 F4 F5 Food Souvenir 2.9484 3.3708 79360 58991 160 160 F6 Convenience 3.5292 59038 160 Appendix 3.11: Regression - Collinearity diagnosticsa Dimension 044 023 017 016 009 009 Eigenvalue 6.882 Condition Index Variance Proportions (Constant) Program F1 content F2 Staff 1.000 12.572 17.311 19.965 20.611 27.152 27.829 00 04 00 00 05 62 29 00 02 03 02 23 63 07 00 06 67 05 06 01 16 F3 Facility 00 02 07 09 01 06 75 F4 Food 00 46 25 01 00 07 21 F5 Souvenir 00 00 00 89 00 01 10 F6 Convenience 00 02 01 01 67 12 16 73 ... content of “Space/size of festival site” Therefore, the rest of this factor were: Facilities of festival site, Space/size of festival site, Cleanness of festival site and Atmosphere of festival. .. answer the questions:  What are the factors impact to the visitors satisfaction when enjoying festivals in Vietnam?  How those factors effect on the visitors satisfaction when enjoying festivals... Space/size of festival site - Cleanness of festival site - Atmosphere of festival site - Layout of festival site H3+ VISITORS SATISFACTION Figure 2.4: Facility and festival visitors satisfaction