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AGU International Journal of Sciences – 2019, Vol (2), 30 – 41 FACTORS AFFECTING THE TOURISTS’ SATISFACTION AT TRADITIONAL TRADE VILLAGE TOURIST PLACE IN BAY NUI, AN GIANG PROVINCE Hua Ngoc Thuy Trang1, Nguyen Huu Dang1 Can Tho University Information: Received: 21/08/2018 Accepted: 01/01/2019 Published: 11/2019 Keywords: Traditional trade village, Tourist destination, Tourists’ satisfaction ABSTRACT This study aims to determine factors that affect tourist satisfaction at traditional trade village tourist place in Bay Nui, An Giang province by using both quantitative and qualitative research methods The researcher conducted a survey of 285 interviewees; including tourists who visited traditional trade village tourist locations and other tourist attractions as well as tourists who stayed at hotels and guesthouses the surrounding Bay Nui’s area Based on the result of the study, the author recommended some specific solutions to enhance tourists’ satisfaction at traditional trade villages at Bay Nui, An Giang province discontinuous mountains, located between Tri Ton and Tinh Bien districts of An Giang province Nowadays, Bay Nui has become an attractive tourist destination with majestic mountains and a cool climate all year round People here are so proud of their regional culture and eager to reach the harmony between tradition and modernity Many countries around the world have built traditional trade village brands and preserved their traditional cultural values In Japan, traditional trades have been maintained and operated At the beginning of the twenty-first century, Japan opened 867 traditional trades China has also promoted rural industrialization, paying attention to development through its factory enterprises The Korean Government has considered traditional trade village development as an important strategy in the country’s development through creating more jobs for farmers In Vietnam, along with the country's economic RATIONALE OF THE RESEARCH An Giang tourism currently attracts more than million tourists annually According to the statistics, in 2017 An Giang province welcomed around 7.3 million domestic and international tourists and increase 12 percent and percent compared to the previous year and the plan 2017 respectively According to the report, the number of in-house tourists and travelers was estimated to reach hundred thousand arrivals, reaching 100 percent of the year plan, especially the international arrivals was estimated at over 75 thousand, 50 percent compared to the same period last year Tourism revenue was around VND 3,700 billion, up 16 percent and percent higher than the year plan (Source: An Giang Provincial People's Committee, 2017) Bay Nui is one of the key tourist destinations of An Giang province This is also known as That Son, including seven 30 AGU International Journal of Sciences – 2019, Vol (2), 30 – 41 development, the number of traditional trade villages has over thousand traditional villages Particularly, there are some notable traditional trade villages in Bay Nui such as Khmer Van Giao brocade weaving village (Tinh Bien), Palm sugar cooking village (Tinh Bien, Tri Ton) and Chau Lang pottery village (Tri Ton) These villages are livelihood of more than 90 thousand Khmer people living in Tri Ton and Tinh Bien, accounting for about percent of the An Giang’s population (Source: Statistical Yearbook of Tri Ton and Tinh Bien districts, An Giang province, 2015) The development of trade villages has contributed to rural economic restructuring; created more jobs and made more valuable items However, traditional trade villages are facing many difficulties such as management tunover, operation and development that are not commensurate with the potential Despite welcoming many tourists each year, the infrastructure, human resources, quality of tourism products have not satisfied the demand of tourists Some traditional trades with cultural values - a hundred-year history of the Khmer people in Bay Nui is gradually disappearing Within the desire to contribute to discover factors affecting the tourists’ satisfaction at traditional trade village in Bay Nui, contributing to support local managers to have appropriate policies to develop the local tourism, improving the quality of services for tourists as well as, contributing to the sustainable economic development, ensuring the live and job of people in trade villages and maintaining the traditional features, the subject: “Factors affecting the tourists’ satisfaction at traditional trade village tourist place in Bay Nui, An Giang province” has been selected for research in both theory and practice access to tangible and intangible cultural values closely related to a traditional trade village The traditional village is both a typical tourist product when the village has the ability to attract visitors and is an additional tourism product when creating souvenir items for tourists Customer satisfaction is their reaction to the perceived difference between known experience and expectation (Parasuraman et al., 1988) Customer’ satisfaction is their emotional response to service providers on the basis of comparing the difference between what they have received and previous expectations The expectations of customers are formed from the shopping experience, friends, colleagues and the information of sellers and competitors In simple terms, customer’ satisfaction is what the customer feels about the service provider after using the service Tourists’ satisfaction is a function of the satisfaction level of two factors: functional factors (goods, products) and service factors of suppliers Researching customer’ satisfaction with these two types will help service organizations find the most effective customer service strategy, while helping businesses attract and maintain customers, thereby improving the competitiveness of enterprises and localities (Luu Thanh Duc Hai et al., 2011) Besides, tourists’ satisfaction is considered to be the overall satisfaction with the destination, so it is affected by various aspects of the trip, such as transportation, activities provided, etc Travel destination satisfaction affects tourists’ satisfaction with the service or organization of the trip (Nina K Prebensen, 2004) There are many research topics about the factors that affect tourist satisfaction Luu Thanh Duc Hai et al (2011) studied factors affecting tourists' satisfaction when traveling to Kien Giang using the service quality analysis model and testing the scale of satisfaction level of service quality with six variables: (1) Tourism landscape, (2) Infrastructure, (3) Transportation, (4) Tour guides, (5) Accommodation facilities and (6) Prices The result of the factor analysis shows that there are THEORETICAL BASIS AND RESEARCH MODEL 2.1 Theoretical basis Traditional trade village tourism is a form of cultural tourism, through which visitors have 31 AGU International Journal of Sciences – 2019, Vol (2), 30 – 41 five components that have a causal relationship with the tourists' satisfaction Nguyen Trong Nhan et al (2014) studied the satisfaction level of international visitors for floating market tourism in Can Tho city and surrounding areas by eight criteria: (1) Natural environment (3) measurement variables, (2) Infrastructure (4) measurement variables), (3) Response and safety assurance of vehicles (6) measurement variables), (4) Catering, sightseeing, shopping, entertainment (4) measurement variables), (5) Accommodation facilities (7) measurement variables), (6) Security and Safety (3) measurement variables), (7) Tour guides (6) measurement variables) and (8) Prices of services (5) measurement variables After analysis, identify two factors affecting tourist satisfaction: factor one is "Environment and Infrastructure" and factor two is "Service and Price" Suthathip Suanmali (2014) uses the SERVPERF model to measure tourist satisfaction The result shows that there are factors that influence the satisfaction of tourists in Chiang Mai, Thailand: Hospitality, Attraction, Cost, Environmental Factors and Infrastructure gap between expectations and reality; reality is customer’ satisfaction about the quality of the service Then, the author has inherited and hypothesized H1, H2 Hypothesis H1: Feeling of Reliability affects the same dimension with tourist satisfaction Hypothesis H2: Feeling of Responsiveness affects the same dimension with tourists’ satisfaction Luu Thanh Duc Hai et Al (2011) studied factors affecting tourist satisfaction when traveling to Kien Giang using the service quality analysis model and testing the scale of satisfaction about the quality level of service The result shows that the tour guide attitude has the strongest impact on the tourists’ satisfaction, next is the form of the tour guide A tour guide is a representative of a tourist destination to introduce tourists to the culture, history and special features of the destination Therefore, the professional service capacity of the tour guide is an important factor affecting the tourists’ satisfaction The next hypothesis of the study is: Hypothesis H3: Feeling of Service capacity affects the same dimension with tourist satisfaction 2.2 Hypothesis and research model Based on the reference of criteria used to measure tourists’ satisfaction from previous studies and adding evaluation content to the research topic, the questionnaire was developed built on a 5-level Likert scale The study proposed eight hypotheses, with 31 observed variables affecting tourists’ satisfaction Landscape, natural environment is one of the factors directly affecting the ability to attract tourists Phan Thi Dang (2015) points out the factors that attract tourists when choosing an ecotourism are natural scenery and cool climate suitable for camping Therefore, beautiful landscape and fresh air will affect the tourists’ satisfaction, hypothesis H4 is stated as following: Hypothesis H4: Feeling of Natural environment affects the same dimension with tourist satisfaction Infrastructure and technical facilities of tourism include: Network and transport means, Communication network, electricity and material facilities Besides, the tourists’ satisfaction is considered the overall satisfaction with the destination, so it is affected by various aspects of the trip including roads, vehicles, facilities quality The hypotheses in the research model Parasuraman (1988) points out the gap between perceptions and expectations of customers when using services based on factors such as: Reliability, Responsiveness, Assurance, Empathy, and Tangible value Each criteria is used twice: first to determine customer expectations about the service they want to use and the second time to measure customer perception of the performance of products and services provided by the supplier Through the model, it is possible to identify the 32 AGU International Journal of Sciences – 2019, Vol (2), 30 – 41 of the destination, etc The satisfaction of the tourist destination affects the tourist satisfaction with the service of the trip (Nina K Prebensen, 2004) From there, the author hypothesized H5: Chiang Mai, Thailand Costs include expenses for accommodation, meals, transportation and souvenirs Perceptions of prices will affect customer’ satisfaction Hypothesis H7 is stated as following: Hypothesis H5: Feeling of Infrastructure affects the same dimension with tourist satisfaction Hypothesis H7: Feeling of Price affects the same dimension with tourist satisfaction Mano and Oliver (1993) suggest that tourist satisfaction is based on a variety of factors, including a destination, market location, quality of service, visitor expectations and experience of each traveler during their stay Satisfaction is the comparison of expectations with customer experiences Satisfaction with products and services, which is understood as customer’ satisfaction during transaction with the business, the Travel Products that destination bring to tourists are compared with what they expect before traveling The next hypothesis of the study is: A survey of tourists' satisfaction with sightseeing activities at resources tourism sites in Ho Chi Minh City by Hoang Trong Tuan (2015) shows the rigor degree of relationships is different, the strongest is the relationship between tourist satisfaction and safety For a new tourist destination, the most important is security and safety If the destination safety and security for tourists, the image of the destination will be improved, increasing tourist satisfaction From there, the author hypothesized H8: Hypothesis H8: Feeling of Security affects the same dimension with tourists’ satisfaction Hypothesis H6: Feeling of Travel Products affects the same dimension with tourist satisfaction The proposed research model is as following: Suthathip Suanmali (2014) points out that Cost is one of the factors affecting tourists’ satisfaction in Reliability Responsiveness Service capacity Natural environment Tourists’ satisfaction with tourist destinations Infrastructure Travel products Price Security Figure Proposed research model Source: Author (2018) 33 AGU International Journal of Sciences – 2019, Vol (2), 30 – 41 RESEARCH METHODOLOGY representation, this study used a sample size of 300 observations Survey result obtained 285 eligible observations, 15 observations did not meet the survey requirements Based on the frequency of tourists at tourist destinations, the topic focuses on collecting information at major tourist destinations in Bay Nui such as Tra Su Melaleuca forest and Temple of Bau Muop 3.1 Data Collection Methods 3.1.1 Secondary data Secondary data of the study using time of data in the period of 2015 - 2017, collected from reference, based on available information sources: Reports of the Department of Culture, Sports and Tourism of An Giang province (Number of tourists visiting), data from Vietnam National Administration of Tourism, data from the General Statistics Office of Vietnam, data from the An Giang Provincial Portal, data from the Tri Ton District Portal, data from the Tri Ton District Portal (Statistical Yearbook), socioeconomic development plans of An Giang province and data from tourism companies in An Giang province 3.2 Analytical methods To assess the current situation of tourism development in the trade villages in Bay Nui, the topic uses statistical analysis To identify factors affecting tourists' satisfaction at traditional trade village tourist places in Bay Nui, An Giang province an in-depth interview method was used with tourists at Bay Nui, then adjusted to scale: The initial theoretical scale of the research topic is built on the scales of previous studies Based on the result of the in-depth interview to calibrate the scale, thereby building an official scale for the topic In order to estimate the influence of factors affecting tourist satisfaction at traditional trade village in Bay Nui, the researcher used descriptive statistics method and rating scales measured by Cronbach's Alpha reliability coefficient, EFA method and linear regression method 3.1.2 Primary data Primary data was collected from interviews; interviewees were individual tourists traveling to Bay Nui The method was Convenience sampling, selecting the tourists who were traveling to traditional trade villages such as Khmer Van Giao brocade weaving village (Tinh Bien), Palm sugar cooking village (Tinh Bien, Tri Ton), Chau Lang pottery village (Tri Ton), tourist destinations in Bay Nui such as Temple of Bau Muop (Tinh Bien), Tra Su Melaleuca forest (Tinh Bien), Ta Pa Lake (Tri Ton) and O Thum Lake (Tri Ton) for direct interview Determination of sample size: Based on the research of Hair & ctg (2006) for reference of the expected sample size, whereby the minimum sample size will be times the total number of observed variables, this is the appropriate sample size for the study used EFA discovery factor analysis (Nguyen Dinh Tho, 2011) With the formula n = 5*m, m is the number of questions in the questionnaire Within the study, there were 31 variables, so the survey panel conducted interview with 31 survey questions, the minimum number of collected sample according to the formula was 155 observations In order to ensure better RESEARCH RESULTS 4.1 Description of research sample Survey results of tourists at traditional trade village in Bay Nui, An Giang province show that tourists range 19 to 58 years of age, the average age is 29 years old and mostly students and active young people who like to travel The gender of tourists who have visited traditional trade villages in Bay Nui are primirily female, accounting for 66.2%, while the male gender accounts for 33.8% In addition, the income of each interviewee varied due to age, education level and profession Most high-income interviewees had stable income such as bankers or business men/women whereas lowincome earners were mostly students, housewives and farmers 34 AGU International Journal of Sciences – 2019, Vol (2), 30 – 41 According to the survey data, tourists visiting traditional trade villages in Bay Nui had many different levels of education Specifically, 21.8% of visitors held lower-secondary education, 30.6% of visitors possessed high-school education, 15.5% of visitors with Intermediate-College level and 32.0% of visitors had university degrees Educational level is also one of the factors affecting travel demand, awareness and spending levels of tourists The survey showed that the ratio of tourists with university degrees was highest in the group with the understanding that the higher the education level, the more demand for travel and leisure 4.2 Scale results The result of the reliability test showed that the Cronbach’s Alpha coefficients of the scales are all higher than 0.7 The corrected item - total correlation is greater than 0.3 However, the parking lot near the tourist area of the Infrastructure group has a total correlation of 0.266 < 0.3, Cronbach's Alpha coefficient if item deleted will be 0.723 The author deleted this variable and the remaining variables were included in the Exploratory Factor Analysis (EFA) Table Measurement scale testing Cronbach’s Alpha Item meet the conditions of Cronbach’s Alpha reliability Item not meet the conditions of Cronbach’s Alpha reliability Reliability 0.845 - Responsiveness 0.715 - Service capacity 0.730 - Natural environment 0.744 - Infrastructure 0.723 Travel products 0.769 - Price 0.748 - Security 0.717 - 30 Model TOTAL Source: Survey data on visitors in Bay Nui, An Giang between August 2017 and January 2018 4.3 Exploratory Factor Analysis with Principal Component method and using Varimax rotation with disturbance of factors to forming new factor groups The result shows that all observed variables have a factor loading greater than the standard (0.50) Test result of KMO coefficient = 0.682, Bartlett Sig test significance level = 0.000, total variance explained = 63.591% The scale shows that Eigenvalue = 1.102 satisfies the exploratory factor analysis The author put 30 variables into the EFA Table Rotated Component Matrix Variables Component Clean restroom 0.767 Wide road 0.708 Easy road 0.691 35 AGU International Journal of Sciences – 2019, Vol (2), 30 – 41 Variables Component Variety transportation 0.639 Wide parking lot 0.613 Unique specialties and souvenirs 0.794 Special drinking and eating service 0.771 Variety and interesting activities 0.767 Interesting tourist line 0.729 Reasonable visiting cost 0.781 Reasonable specialties and souvenirs cost 0.763 Reasonable eating and drinking cost 0.761 Reasonable follow services price 0.691 Providing service as promised 0.883 Finding information easily 0.875 Information is fully provided 0.844 Fresh air 0.846 Natural scenic views 0.792 Beautiful scenic views 0.780 Friendly tour guide 0.872 Professional tour guide 0.764 Good English skills of tour guide 0.758 Staff always support tourists 0.837 Solve complaints fast 0.785 Provide fast service 0.749 36 AGU International Journal of Sciences – 2019, Vol (2), 30 – 41 Component Variables Safe tour 0.809 No pesty vendors 0.761 The number of visitors traveling there 0.518 No homeless 0.820 No burglar 0.801 Source: Survey data on visitors in Bay Nui, An Giang between August 2017 and January 2018 Through the factor rotation result, factors were discovered and all variables had factor loading greater than 0.5 The variables of the new factors are sorted and named accordingly: Infrastructure, Travel products, Price, Reliability, Natural Environment, Service Capacity, Responsiveness, Safety and Security In addition, the author also tested the Cronbach’s Alpha coefficient of the new factors The result showed that all the factors have Cronbach Alpha coefficient greater than 0.6 In theory, a Pearson correlation coefficient of (or near 0) means that the two variables are not related to each other; conversely if a coefficient of -1 or means the two variables have an absolute relationship If the value of the correlation coefficient is negative (r < 0), it means that when x increases, y decreases (and vice versa, when x decreases, y increases); If the correlation coefficient value is positive (r > 0), it means that when x increases, y increases, and when y increases, x increases 4.4 Multiple regression analysis Table Correlation coefficien Y Y: Tourists’ satisfaction Sig X1: Infrastructure X2: Travel products X3: Price X4: Reliability X1 X2 X3 X4 X5 X6 X7 X8 X9 0.081 0.241** 0.313** 0.285** 0.195** 0.280** 0.317** 0.188** 0.101 0.171 0.000 0.000 0.000 0.001 0.000 0.000 0.001 0.089 -0.025 -0.065 -0.033 -0.047 -0.015 -0.073 -0.098 -0.057 0.219** 0.004 0.044 0.027 0.033 -0.104 -0.088 -0.070 -0.082 -0.038 0.096 -0.098 -0.019 -0.021 -0.096 0.028 0.020 0.033 0.063 -0.044 -0.036 -0.107 0.071 -0.137* -0.116 -0.068 -0.113 X5: Natural environment X6: Service capacity X7: Responsiveness 37 AGU International Journal of Sciences – 2019, Vol (2), 30 – 41 Y X1 X2 X3 X4 X5 X6 X7 X8: Safety X8 X9 0.412** X9: Security ** Correlation is significant at the 0.01 level (2-sided test) * Correlation is significant at the 0.05 level (2-sided test) Source: Survey data on visitors in Bay Nui, An Giang between August 2017 and January 2018 The correlation coefficient is statistically significant at the level of 0.01 In Table 4, the value of sig of the two independent variables X1 and X9 greater than 0.01, not correlated with the dependent variables, the author deleted these two variables before going into regression test Using the linear regression analysis method with the dependent variable being Tourist satisfaction; the independent variables are seven factor groups of the scale including Travel products, Price, Reliability, Natural Environment, Service capacity, Responsiveness and Safety Seven factor groups of the scale are included to analyze with the Enter method The result shows that the adjusted R square is 0.508 > 0.5; This means that seven independent variables account for 50.8% of the variation of the dependent variable, the remaining 49.2% are due to non-model variables and random errors Durbin - Watson index d = 1.889; According to Hoang Trong & Chu Nguyen Mong Ngoc (2008), if the remaining not have the first-order correlation, the value of d will be close to Thus, it can be concluded that the regression model has no first-order correlation Analyzing the correlation between the dependent variable and the seven independent variables, the strongest correlation is the correlation between tourist satisfaction and Responsiveness (0.317); Next is the correlation between tourist satisfaction and Price (0.313); Next is the correlation between tourist satisfaction and Reliability (0.285); Next is the correlation between tourist satisfaction and Service capacity (0.280); Then the correlation between tourist satisfaction and Travel products (0.241); Next is the correlation between tourist satisfaction and the Natural Environment (0.195); Finally is the correlation between tourist satisfaction and Safety (0.188) In the ANOVA, the sig value of the F-test is 0.000 < 0.05 Thus, the linear regression model is consistent with the overall Table Coefficients Collinearity Statistics Model B Std Error Sig Tolerance VIF (Constant) -2.320 0.343 0.000 Travel products 0.145 0.037 0.000 0.941 1.063 Price 0.297 0.039 0.000 0.922 1.085 Reliability 0.243 0.031 0.000 0.983 1.018 Natural environment 0.196 0.037 0.000 0.983 1.018 Service capacity 0.242 0.031 0.000 0.961 1.041 38 AGU International Journal of Sciences – 2019, Vol (2), 30 – 41 Collinearity Statistics Model B Std Error Sig Tolerance VIF Responsiveness 0.238 0.036 0.000 0.979 1.021 Safety 0.300 0.042 0.000 0.961 1.041 Source: Survey data on visitors in Bay Nui, An Giang between August 2017 and January 2018 The analysis result shows that the Sig value of the independent variables is < 0.05, indicating that the independent variables are significant in the research model and these variables have an impact on tourists’ satisfaction at traditional trade villages tourist place In addition, VIF values less than indicate no multicollinearity, meaning that independent variables not affect each other The analysis result showed that the satisfaction of tourists to trade village in Bay Nui, An Giang province focused on four main factor groups: Price, Reliability, Service Capacity and Safety In addition, other three factors of Natural Environment, Responsiveness and Travel Products also contributed significantly to tourist satisfaction The model shows that seven independent variables (Travel Product, Price, Reliability, Natural Environment, Service Capacity, Responsiveness and Safety) all positively affect the dependent variables If the remaining independent variables remain unchanged when the rating of Travel products increases by unit, the tourist satisfaction will increase by an average of 0.154 units Similarly, when the rating of Price increases by unit, tourist satisfaction will increase by an average of 0.297 units When the rating of Reliability increases by unit, tourist satisfaction will increase by an average of 0.243 units When the rating of Natural Environment increases by unit, tourist satisfaction will increase by an average of 0.196 units When the rating of Service Capacity increases by unit, tourist satisfaction will increase by an average of 0.242 units When the rating of Responsiveness increases by unit, tourist satisfaction will increase by an average of 0.238 units And when the rating of Safety increases by unit, tourist satisfaction will increase by an average of 0.300 units 5.2 Managerial implications CONCLUSION AND IMPLICATIONS Development of trade village tourism in An Giang has many limitations currently The investment and exploitation of tourism products is not commensurate with the potential shortage of a large-scaled project of trade village that attracts tourism Throughout the site survey at traditional trade villages in Bay Nui, the author found that the local labor force still did not meet the requirements of customer service Trade village tourist locations were still primative while others have disappeared Besides, the local authority has not paid much attention to those villages and tourists only knew those places through word of mouth and the Internet Furthermore, due to not attracting much tourism, the promotion and marketing have not been supported by local tourism firms First, the local cultural identity needed to be reserved and promoted in sustainable ways in order to improve the Natural Environment factor, which gain the attention of tourists Tourism development associated with the development of traditional trade villages is attracting more and more tourists Besides economic and social benefits, this tourism type also contributes to conserve and promote cultural and national MANAGERIAL 5.1 Conclusion 39 AGU International Journal of Sciences – 2019, Vol (2), 30 – 41 identity It is necessary to support trade villages, to restore and develop traditional occupations, folklore activities and build a cultural tourism environment Improved infrastructure and protected eco-tourism environment will maintain cultural and traditional beauty and contribute to the development of trade villages Moreover, environmental and ecological landscapes need to be protected also Tourism development is always accompanied with environmental pollution Consequently, action needs to be taken to keep the environment clean and protect the landscape restricted methods to limit price squeeze i.e.reeducate them to understand their roles as “Civil Servants” Fifth, improve the Service Capacity factor Staff plays an important role in influencing tourist satisfaction In short-term, opening training courses about servicing and guiding tourists in a polite way In long-term, tourism staff needs to improve their foreign language skills to attract more international visitors Sixth, improve the Price factor In short-term, it is necessary to build a reasonable price policy, posting fixed costs for items such as handicrafts, unique souvenirs and specialties There is no situation of unethical price fixing The Price factor is one of the factors that has major influence on tourist satisfaction in the model of this study so that a reasonable fixed price policy is needed Second, improving the Travel Products factor Currently, local unique cuisine as well as unique souvenirs are popular at trade villages while travel products as well as new attractions and activities are still limited In the short-term, it is necessary to build brands for traditional products; improve the product competitiveness, develop diverse products in terms of design, quality and create featured souvenir products for tourism On the other hand, connecting trade villages with tourist spots in the area in order to develop traditional trade so that they can boost investment and infrastruture (roads, yards, traditional houses, product introduction center, etc.); promoting and introducing products to entice attractive destinations Finally, improve the Reliability factor In order to improve this factor, it is necessary to create a presentation about the history of the trade villages and the product characteristics in each trade village Providing complete information, guiding visitors through the trade village, participating in the daily activities of the local people should be included LIMITATIONS & DIRECTIONS FOR FUTURE RESEARCH Third, improve the Responsiveness factor Trade villagers are not aware of the value of tourism, so it is necessary to raise awareness for local people, especially the younger generation regarding the available human resources, focusing on building a qualified well-trained labor force Staff plays an important role in tourism services due to contact directly with visitors The service, attitude and working style of the staff can directly affect the tourist’s perception In order to adapt tourism requirements, tourist destinations need to focus on training knowledge and service-skilled professionals 6.1 Limitations The research is limited due to tight time and budget: First, due to the Convenience sampling method, the overall representative capacity is limited Relatively small sample sizes may lead to errors, which could have affected the study result Second, the author can only approach domestic travelers but international one 6.2 Directions for Future Research From the above limitations, the author proposes some directions for future research as followings: Fourth, improve the Safety factor In order to ensure tourism density, local authority needs some 40 AGU International Journal of Sciences – 2019, Vol (2), 30 – 41 First, the scope and subject of the study should be expanded to increase the sample to minimize errors Furthermore, the Convenience Sampling method can be replaced by Random sampling to ensure a greater reliability Second, 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