The satisfaction of domestic tourists for cultural tourism in Bac Lieu province

The research results point out that 7 factors that influence tourist satisfaction in descending order are “cultural tourism resources”, “on-site tour guides”, “tourist facilities”, “infrastructure”, “tourist service prices”, “additional services”, “order and security”. Tourists are satisfied with the cultural tourism in Bac Lieu province.

THE SATISFACTION OF DOMESTIC TOURISTS FOR CULTURAL TOURISM IN BAC

LIEU PROVINCE

Nguyen Trong Nhan1, Phan Viet Dua2

1 Can Tho University

2 Bac Lieu University

Information:

Received: 16/07/2019

Accepted:17/10/2019

Published: 11/2019

Keywords:

Cultural tourism, tourist

satisfaction, Bac Lieu

province

ABSTRACT

Tourist satisfaction is a vital measure for the successful development of tourist destinations in general and types of tourism in particular This study was done to: (1) Determine factors affecting tourist satisfaction with cutural tourism in Bac Lieu province; (2) Consider the influence of these factors on cultural tourism in Bac Lieu province; (3) Recommend policy implications to enhance tourist satisfaction for cultural tourism in Bac Lieu province The research results point out that 7 factors that influence tourist satisfaction in descending order are “cultural tourism resources”, “on-site tour guides”,

“tourist facilities”, “infrastructure”, “tourist service prices”, “additional services”, “order and security” Tourists are satisfied with the cultural tourism in Bac Lieu province

1 INTRODUCTION

Tourism is considered an important economic

sector of most countries in general and localities

in particular The development of tourism will

contribute to creating jobs; exporting goods on the

spot, promoting development of production;

obtaining foreign currencies, balancing the

national balance of payments; promoting

sustainable local development; etc

Considering the resources exploited for tourists,

tourism is constituted by ecotourism and cultural

tourism Both of these two types of tourism have

high growth rates and are considered the

spearhead of many countries and localities

However, for Bac Lieu, ecotourism is not the

province's major pull-factor advantage because

the natural landscape has been greatly altered and

biodiversity has also been seriously reduced due

to population growth, development of economic sectors and infrastructure, etc Instead, Bac Lieu is created by people with a variety of tangible and intangible cultural aspects It is important for Bac Lieu to exploit and develop tourism based on its available cultural capital However, in order to develop tourism in general and cultural tourism in particular, it is not enough to rely only on what the locality offers but to pay attention to what the market needs One of the important measures of the market is visitor satisfaction

Many studies in the world and in Vietnam show that visitor satisfaction is important in the development of national and local tourism because it affects the loyalty of visitors and enhances the image of tourist destination, reduces the cost of promotion, etc However, there has not

been any research on assessing the satisfaction of

tourists for cultural tourism in Bac Lieu province

as a basis for development decisions

The main purpose of this study is to: (1) Identify

factors affecting visitor satisfaction with cultural

tourism in Bac Lieu province; (2) Consider the

influence of these factors on cultural tourism in

Bac Lieu province; (3) Provide policy

implications to improve visitor satisfaction for

cultural tourism in Bac Lieu province The results

of the study are important for Bac Lieu as well as

localities with cultural strengths in implementing

solutions to promote the development of cultural

tourism

2 RESEARCH METHODS

2.1 Theoretical basis and research model

To date, many concepts of cultural tourism have

been introduced and there conceptual content is

constantly evolving, Smith (2009) argued that

cultural tourism is the visitor's interaction with the

culture and the community in an active or passive

way, so that they gain new experiences in

education, creativity or/and entertainment

According to the Vietnam Tourism Law (2017),

cultural tourism is a type of tourism developed on

the basis of exploiting cultural values,

contributing to the conservation and promotion of

traditional cultural values and honoring

humanity's new cultural values

Tribe and Snaith (1998) suggested that “tourism satisfaction or satisfaction is the extent to which visitors' evaluation of destination attributes exceeds their expectations for those attributes”

Kozak (2001; cited by Chen et al., 2012)

inventoryed 4 theoretical models of visitor satisfaction: expectation - performance model, importance - performance model, expectancy - disconfirmation model and performance - only model

Among the above models, the final model has the most advantages because: (1) The satisfaction of visitors depends on what they feel in reality (Churchill & Suprenant, 1982; Tse & Wilton,

1988; cited by Chen et al., 2012), (2) There is no

expectation because this concept is quite vague for respondents, (3) The questionnaire is short and captivating (4) For better results because visitors

do not exaggerate their expectations for the aspects of the destination (Dao Xuan Khuong, 2017)

Based on an overview of many domestic studies (Luu Thanh Duc Hai & Nguyen Hong Giang,

2011; Dinh Cong Thanh et al., 2011; Nguyen

Trong Nhan, 2013; Phan Thi Dang, 2015; Hoang Trong Tuan, 2015) and in foreign countries

(Parasuraman et al., 1988; Tribe & Snaith, 1998),

the assumption model of factors affecting tourist satisfaction with cultural tourism in Bac Lieu includes 6 scales and 32 observed variables as follows:

Figure 1 Research model

Source: Research team, 2018

2.2 Research Methods

2.2.1 Method of collecting and processing

secondary data

Secondary data is collected from textbooks and

scientific journals From the collected data, we

analyzed and synthesized to inherit valuable and

reliable information for the research model

development, interpret primary data and comment

on research results

2.2.2 Method of collecting and processing

primary data

Primary data was collected through direct visitor

interviews with questionnaires The questionnaire

is designed with 2 parts: part 1 includes questions

related to tourism activities and visitor evaluation;

part 2 is a set of questions aimed at gathering

respondents' personal information For the

questions in part 1, we used the nominal, ordinal

and interval scale; the questions in part 2 are

measured by the nominal and ordinal scale

To measure visitor satisfaction with independent

aspects of cultural tourism (cultural tourism

resources, infrastructure, tourist facilities, on-site

tour guides, order and security, tourist service

prices), general satisfaction of travelers for the trip, interval scale used (1 = completely dissatisfied, 2 = unsatisfied, 3 = neither dissatisfied nor dissatisfied, 4 = satisfied, 5 = very

satisfied) According to Saunders et al (2010), the

4, 5, 6 and 7-point Likert scale commonly used for degree questions to capture more subtle opinions

To develop the questionnaire content, we used related measurement questions because this is the most effective way to develop the questionnaire

(Le Cong Hoa, Nguyen Thanh Hieu et al., 2011)

However, we added and adjusted a number of questions to suit the research purpose Le Cong

Hoa, Nguyen Thanh Hieu et al (2011) suggested

that reuse of other research questions also has certain problems: it is difficult to determine the value and reliability of those questions because they are used to investigate other situations; moreover, in new situations, new problems sometimes arise, so some questions should be left out and others to be added to suit the new research objectives

There are many different recommendations for sample size selection for quantitative research in

Cultural tourism resources

(X1, X2, X3, X4, X5, X6)

Infrastructure

(X7, X8, X9, X10, X11, X12)

Tourist facilities

(X13, X14, X15, X16, X17, X18)

On-site tour guides

(X19, X20, X21, X22, X23)

Order and security

(X24, X25, X26, X27, X28)

Tourist service prices

(X29, X30, X31, X32)

Tourist satisfaction

H1 (+)

H2 (+)

H3 (+)

H4 (+)

H5 (+)

H6 (+)

the formulation as well as empirical Empirically,

Hoyle (1995; cited by Li & Uysal, in

Sirakaya-Turk et al., 2011) suggested that the sample size

for a study should be at least 100 to 200 We

interviewed 200 domestic tourists who were

traveling in Bac Lieu using a convenient sampling

technique Sampling time is from May to June

2017 The sample was interviewed at Bac Lieu

Prince’s ancient house, memorial area of

traditional folk music of the South and late

musician Cao Van Lau, Quan Wu ancient temple,

Hung Vuong square, Tac Say church with the

number of 40 each, respectively

Data collected by questionnaires were processed

and analyzed on SPSS 16.0 software With this

software, the methods used in data analysis

include:

(1) Descriptive statistics are used to represent data

as mean For the mean, level 1 from 1.0 to 1.80

(completely disatisfied), level 2 from 1.81 to 2.60

(disatisfied), level 3 from 2.61 to 3.40 (neither

dissatisfied nor dissatisfied), level 4 from 3.41 to

4.20 (satisfied), level 5 from 4.21 to 5.0 (very

satisfied)

(2) Assessing the reliability of the scale to make

sure the measurement scales and variables are

sufficiently reliable As for the reliability of the

scale, Dinh Phi Ho (2012) suggested that

Cronbach's α coefficient for the overall of 0.6 or

higher is a good measurement scale For

measurement variables to ensure reliability when

there is corrected item-total correlation ≥ 0.3

(Nunnally & Bernstein, 1994; cited by Nguyen

Dinh Tho, 2011)

(3) Exploratory factor analysis to shorten a set of

many mutually dependent observation variables

into less sets of item (called factors) so that they

are more meaningful but still contain most

information contents of the original set of

variables (Le Van Huy & Truong Tran Tram Anh,

2012) To analyze the exploratory factor, the data

needs to satisfy the following conditions: 0.5 ≤

KMO ≤ 1 (Le Van Huy & Truong Tran Tram Anh, 2012); Bartlett test has Sig value ≤ 0.05 (Hoang Trong & Chu Nguyen Mong Ngoc, 2008); The total variance explained is greater than 50% (Le Van Huy & Truong Tran Tram Anh, 2012) Measurement variables meet the criteria for each factor when the factor loading is ≥ 0.4 because the

sample is 200 (Hair et al., 2009; cited by Le Van

Huy & Truong Tran Tram Anh, 2012)

(4) Multivariate linear regression analysis to determine which factors influence the dependent scale (dimension and degree) To assess the suitability of the model, most researchers use the adjusted R square (R2adj), the F test in the ANOVA table, the variance inflation factor (VIF), and the t-test in the coefficients table The appropriate regression model if the test results:

R2adj > 0.05 (Saunders et al., 2010), the

significance level (Sig.) of the F test and the t-test

≤ 0.05 (Saunders et al., 2010), VIF < 10 (Dinh Phi

Ho, 2012) The multivariate linear regression equation has the form: Y = a + b1X1 + b2X2 + b3X3 + + bnXn In which, Y: score of dependent variable, a: intersection point, b: slope, X: score of independent variable (Le Minh Tien, 2003)

3 RESULTS AND DISCUSSION

3.1 Factors affecting tourist satisfaction with Bac Lieu cultural tourism

The assumtion model of factors affecting tourist satisfaction with cultural tourism in Bac Lieu includes 6 independent scales and 32 observed variables In addition to 6 independent scales, the model also has a dependent variable To eliminate garbage variables from the model, the scale reliability assessment method was used The results of assessing the reliability of 6 independent scales with the α coefficient of Cronbach from 0.76 to 0.90, the corrected item-total correlation

of 32 variables from 0.41 to 0.78, can confirm good measurement scales and reliability assurance variables

Table 1 Reliability of scales and observed variables

α

Corrected item-total correlation

Cultural tourism

Source: Tourist interview results of the study team, 2017

The data satisfies the three conditions of

exploratory factor analysis: KMO = 0.87, Sig

value of Bartlett's test = 0.000, total variance

explained = 66% The main component analysis

method is used in factor analysis for the purpose

of reducing data (Le Van Huy & Truong Tran

Tram Anh, 2012) The determination of the

number of extracting factors with eigenvalue is

greater than 1 because according to Le Van Huy

& Truong Tran Tram Anh (2012), only factors

with own value equal to or greater than 1 are

considered meaningful For factor rotation, we use

varimax rotation or perpendicular rotation to

minimize the number of variables with large

coefficients at the same factor, making it easier to

explain the observed variables closely related to a

factor, moreover, it is also the most widely used

rotation to indicate the clearest division of factors

( Le Van Huy & Truong Tran Tram Anh, 2012)

The observed variables in each factor are retained

when the factor loading is ≥ 0.4 because the

sample size is 200 (Hair et al., 2009; cited by Le

Van Huy & Truong Tran Tram Anh, 2012)

Based on the rotated component matrix allow us

to conclude, there are 7 factors affecting tourist

satisfaction with cultural tourism in Bac Lieu In

principle, variables with the largest factor loading

in rows and greater than or equal to 0.4 by columns will fall into that factor However, the data analysis results show that the variables in each factor have factor loading from 0.48 to 0.86 Factor 1 (F1) may be named "on-site tour guides" This factor includes variables: attractiveness for presentation content of on-site tour guides (X19), presentation skills of on-site tour guides (X20), professional knowledge of on-site tour guides (X21), friendliness, courtesy and enthusiasm of on-site tour guides (X22), communication skills and conduct of on-site tour guides (X23)

Factor 2 (F2) may be named "order and security" This factor includes variables: theft (X24), inviting tourist with insistence (X25), begging (X26), price challenge (X27), environmental pollution (X28)

Factor 3 (F3) may be named "infrastructure" This factor includes variables such as the spaciousness

of the road to the destination (X7), the quality of road surface to the destination (X8), the spaciousness of the parking lot at the destination (X9), the cleanliness of the parking lot at the destination (X10), the adequacy level of toilet at the destination (X11), the level of cleanliness of the toilet at the destination (X12)

Factor 4 (F4) may be named "cultural tourism

resource" This factor includes variables: the

uniqueness and attractiveness of historical,

cultural relics and related values (X1), the

attractiveness of festivals (X2), the attractiveness

of dishes (X3 ), the characteristics of souvenirs

(X4), the conservation of cultural tourism

resources (X5), the favorable level of

geographical location of cultural tourism sites

(X6)

Factor 5 (F5) may be named "tourist service

prices" This factor includes variables such as the

reasonableness of the entrance ticket price (X29),

the reasonableness of the souvenir price (X30),

the reasonableness of the accommodation price

(X31), the reasonableness of the dining price

(X32)

Factor 6 (F6) may be named "tourist facilities"

This factor includes variables: the comfort of the

dining facility (X13), the cleanliness of the dining

facility (X14), the comfort of the accommodation

(X15), the cleanliness of the accommodation

(X16)

Factor 7 (F7) may be named "additional service"

This factor includes variables: the abundance of

souvenir shops (X17) and entertainment facilities

(X18)

Through methods of assessing the reliability of

scale and exploratory factor analysis, we found 7

scales representing factors affecting tourist

satisfaction with cultural tourism in Bac Lieu with

32 observed variables To determine the intensity

of the influence of each factor on tourist

satisfaction with cultural tourism in Bac Lieu

province, the method of multivariate linear

regression analysis was used The data test results

show that R2adj in the model summary table =

0.47; Sig value of test F in table ANOVA =

0,000; variance inflation factor (VIF) of factors in

table coefficients = 1, which allows us to confirm

the appropriate data for multivariate linear

regression analysis

The research results point out that 7 factors that influence tourist satisfaction with Bac Lieu province cultural tourism in descending order are

“cultural tourism resources”, “on-site tour guides”, “tourist facilities”, “infrastructure”,

“tourist service prices”, “additional services”,

“order and security” (Table 2) Multivariate linear regression equation: Y = 3,785 + 0,264 F4 + 0.174 F1 + 0.174 F6 + 0.146 F3 + 0.158 F5 + 0.173 F7 + 0.132 F2

Factor 4 (F4) has a coefficient of 0.264 and is positively related to visitor satisfaction When visitors evaluate the factor "cultural tourism resources" by 1 point, the satisfaction of visitors

in the study area increased by 0.264 points, corresponding to the non-standardized correlation coefficient of 0.261

Factor 1 (F1) has a coefficient of 0.174 and is positively related to visitor satisfaction When visitors evaluate the factor "on-site tour guides"

by 1 point, the satisfaction of visitors in the study area increased by 0.174 points, corresponding to the non-standardized correlation coefficient of 0.174

Factor 6 (F6) has a coefficient of 0.174 and is positively related to visitor satisfaction When visitors evaluate the factor "tourist facilities" by 1 point, the satisfaction of visitors in the study area increased by 0.174 points, corresponding to the non-standardized correlation coefficient of 0.174 Factor 3 (F3) has a coefficient of 0.146 and is positively related to visitor satisfaction When visitors evaluate the factor "infrastructure" by 1 point, the satisfaction of visitors in the study area increased by 0.146 points, corresponding to the non-standardized correlation coefficient of 0.146 Factor 5 (F5) has a coefficient of 0.138 and is positively related to visitor satisfaction When visitors evaluate the factor "tourist service price" increased by 1 point, the satisfaction of visitors in the study area increased by 0.174 points, corresponding to the non-standardized correlation coefficient of 0.1138

Factor 7 (F7) has a coefficient of 0.137 and is

positively related to visitor satisfaction When

visitors evaluate the factor "additional services"

by 1 point, the satisfaction of visitors in the study

area increased by 0.137 points, corresponding to

the non-standardized correlation coefficient of

0.137

Factor 2 (F2) has a coefficient of 0.132 and is positively related to visitor satisfaction When visitors evaluate the factor "order and security" by

1 point, the satisfaction of visitors in the study area increased by 0.132 points, corresponding to the non-standardized correlation coefficient of 0.132

Table 2 Coefficients (n = 200)

Model

Unstandardized coefficients Standardized

coefficients t Sig VIF

1 Constant 3.785

Source: Tourist interview results of the study team, 2017

The total standardized coefficient for factors 1, 2,

3, 4, 5, 6 and 7 is 1,795 (Table 2) Therefore,

factor 4 contributes 22.6%, factor 1 contributes

14.9%, factor 6 contributes 14.9%, factor 3

contributes 12.5%, factor 5 contributes 11 9%,

factor 7 contributes 11.8%, factor 2 contributes

11.4% to visitor satisfaction This means that

"cultural tourism resources" plays the most

important role for visitor satisfaction The

importance of other factors in descending order is

"on-site tour guides", "tourist facilities",

"infrastructure", "tourist service prices",

"additional services ","order and security"

3.2 The level of tourist satisfaction with cultural

tourism in Bac Lieu

Through the perception of tourists, 7 factors

affecting their satisfaction with cultural tourism in

Bac Lieu are cultural tourism resources, on-site tour guides, tourist facilities, infrastructure, tourist service prices, additional services, order and security

According to the visitors' feedback, they feel satisfied with cultural tourism resources (M = 3.54), on-site tour guides (M = 3.91), tourist facilities (M = 3.63), tourist service prices (M = 3.63), meanwhile, the aspect of infrastructure (M

= 3.26), additional services (M = 3.28), order and security (M = 2.99) is only evaluated by tourists

as neither dissatisfied nor dissatisfied In general, visitors feel satisfied with Bac Lieu cultural tourism (M = 3.46)

Regarding cultural tourism resources, visitors feel satisfied with the uniqueness and attractiveness of historical, cultural relics and related values; the

attractiveness of festivals; the attractiveness of

dishes; the conservation of cultural tourism

resources; the favorable level of geographical

location of cultural tourism sites Particularly for

the typical level of souvenirs, visitors just feel

neither dissatisfied nor dissatisfied

The on-site tour guide is highly evaluated by

visitors and this is reflected in the visitor's

satisfaction with all the properties such as

attractiveness for presentation content,

presentation skills, professional knowledge,

friendliness, courtesy and enthusiasm,

communication skills and conduct

In terms of tourist facilities, visitors feel satisfied

with the comfort and cleanliness of the dining

facility, the comfort and cleanliness of the

accommodation Aspects of the entrance ticket

price, the souvenir price, the accommodation

price and the dining price are evaluated by visitors

as satisfied

In terms of infrastructure, visitors only feel

satisfied with the spaciousness of the road to the

destination; the remaining aspects such as the

quality of road surface to the destination, the

spaciousness and cleanliness of the parking lot at

the destination, the adequacy and cleanliness level

of toilet at the destination are evaluated by visitors

as either dissatisfied or satisfied

For additional services, the abundance of souvenir

shops and entertainment facilities is evaluated

only by tourists as either dissatisfied or satisfied

Tourists underestimate the security and order in

the cultural tourism of Bac Lieu province and this

is shown by the attributes are either dissatisfied or

satisfied for visitors For instance, theft, badgering

tourists, begging, price challenges and

environmental pollution

4 CONCLUSIONS AND

RECOMMENDATIONS

4.1 Conclusions

(1) Factors affecting tourist satisfaction with Bac

Lieu province cultural tourism in descending

order are cultural tourism resources, on-site tour guides, tourist facilities, infrastructure, tourist service prices, additional services, order and security

On the influence of cultural tourism resources

Culture has the ability to attract visitors by its tangible and intangible elements These elements play the most important role in the tourism system because they attract tourists Therefore, the attraction of how the destination completely depends on the diversity and uniqueness of cultural elements Tribe and Snaith (1998), Smith (2009) said that many tourists enjoy the culture of other peoples in the world and the culture has a great influence on the satisfaction of visitors

Research by Dinh Cong Thanh et al (2011) also

show that cultural tourism resources influence visitor satisfaction

On the influence of on-site tour guides On-site

tour guides are an important part of the cultural tourism value chain because they regularly contact and support visitors in the process of organizing tourism activities Not only provide information about the trip, the tour guide team is also a solid prop on the process of travelling, visiting, dining and shopping of visitors Therefore, how the quality of tourism products and the image of the business in the destination depend a lot on the labor capacity of the tour guides Research results of Luu Thanh Duc Hai and Nguyen Hong Giang (2011), Dinh Cong

Thanh et al (2011), Nguyen Trong Nhan (2013),

Phan Thi Dang (2015), Hoang Trong Tuan (2015) show that tour guides are one of the factors affecting visitor satisfaction

On the influence of tourist facilities Tourist

facilities are a part of tourism products in general, cultural tourism products in particular so the enjoyment of tourism resources, comfort level, experiences and impressions of visitors for the trip largely depend on the quantity and quality of tourist facilities Tribe and Snaith (1998) argued that tourist facilities are indispensable in the

model of visitor satisfaction and a factor affecting

visitor satisfaction This result is also consistent

with the research of Luu Thanh Duc Hai and

Nguyen Hong Giang (2011), Dinh Cong Thanh et

al (2011), Nguyen Trong Nhan (2013), Phan Thi

Dang (2015), Hoang Trong Tuan (2015)

On the influence of infrastructure For tourism in

general and cultural tourism in particular,

infrastructure plays a very important role Firstly,

it is the foundation to support activities of

tourism potential exploitation Second, the level

of visitor satisfaction with the trip is related to the

infrastructure Therefore, infrastructure is

considered as an important factor for the success

of the tourism industry Research by Luu Thanh

Duc Hai and Nguyen Hong Giang (2011), Dinh

Cong Thanh et al (2011), Nguyen Trong Nhan

(2013), Phan Thi Dang (2015), Hoang Trong

Tuan (2015) show that infrastructure has an

impact on tourist satisfaction with tourism

destinations

On the effect of tourist service prices One of the

factors that strongly influence visitor satisfaction

is the price of the service Therefore, the higher

the price of the service, the lower the satisfaction

of visitors to the destination because they have a

reverse relationship If all other factors are equal

between destinations, where there is a reasonable

service price there will be a higher level of visitor

satisfaction Research by Nguyen Trong Nhan

(2013), Phan Thi Dang (2015) also show similar

results

On the influence of additional services Additional

services are a type of service that play an

important role in the tourism industry because it

contributes to the diversification of tourism

products, enhances the attractiveness of the

destination and especially for visitors to have

something to do when doing nothing Tribe and

Snaith (1998) argued that entertainment services

affect visitor satisfaction

On the influence of order and security Not

inviting tourist with insistence, begging, price

challenge, pollution and theft in the destination are important factors for tourism development Often, visitors tend to places where order and safety are guaranteed, while avoiding places that are likely to cause them nuisance and damage Disordering and safety does not guarantee not only worsening the image of the destination, but also reducing the number of next-time visitors and potential tourism demand Therefore, ensuring the order and safety of tourists will make tourism activities convenient because the destination does not have to pay much attention to solving obstacles and visitors also feel satisfied about the

trip Research by Dinh Cong Thanh et al (2011),

Nguyen Trong Nhan (2013), Phan Thi Dang (2015), Hoang Trong Tuan (2015) show that security and order affect visitors' satisfaction (2) Tourists feel satisfied with cultural tourism in Bac Lieu but not at a high level because in addition to the aspects that tourists feel satisfied (cultural tourism resources, on-site tour guides, tourist facilities, prices of tourism services) still have aspects that tourists are not satisfied with (infrastructure, additional services, security and order)

(3) The aspect of tourists not satisfied with cultural tourism in Bac Lieu is the typical level of souvenirs; the quality of the road surface, the level

of spaciousness and cleanliness of the parking lots

at the places to visit, the adequacy and cleanliness

of the toilets; the abundance of souvenir shops and entertainment spots; the management of theft, pressing tourists, begging, challenges and environmental pollution

4.2 Policy implications

There are many factors that affect visitor satisfaction with cultural tourism in Bac Lieu However, it is not possible to focus all resources

on solving problems at once, so finding new bottlenecks to ensure feasibility To improve visitor satisfaction, the locality can focus on the following policies:

- Conduct development research of typical

souvenir products of the province and register

the product copyright

- Review, promote investment in construction

and upgrade routes connecting cultural tourism

destinations to meet the travel needs of visitors

by many types of transport vehicles with

different loads

- Invest in propaganda and education of people

and tourists in preserving environmental

sanitation; strengthening the arrangement of

garbage storage equipment and garbage

collection and treatment at cultural tourism

destinations

- Inventory and invest in the construction of car

parks and toilets up to the standards of tourism

activities that meet the needs of tourists

- Calling for investment in the field of tourism

shopping and entertainment to extend the stay

of tourists and create jobs, increase income for

the people

- Strengthen tourism management to ensure

order and security for tourists and improve the

quality of destination image

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