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.

AGU International Journal of Sciences – 2019, Vol (2), – 11 THE SATISFACTION OF DOMESTIC TOURISTS FOR CULTURAL TOURISM IN BAC LIEU PROVINCE Nguyen Trong Nhan1, Phan Viet Dua2 Can Tho University 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 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 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 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 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 AGU International Journal of Sciences – 2019, Vol (2), – 11 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 theoretical models of visitor satisfaction: expectation - performance model, importance - performance model, expectancy disconfirmation model and performance - only model 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 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 not exaggerate their expectations for the aspects of the destination (Dao Xuan Khuong, 2017) 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 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 scales and 32 observed variables as follows: AGU International Journal of Sciences – 2019, Vol (2), – 11 H1 (+) Cultural tourism resources (X1, X2, X3, X4, X5, X6) H2 (+) Perception of tourists Infrastructure (X7, X8, X9, X10, X11, X12) Tourist facilities (X13, X14, X15, X16, X17, X18) On-site tour guides (X19, X20, X21, X22, X23) H3 (+) Tourist satisfaction H4 (+) H5 (+) Order and security (X24, X25, X26, X27, X28) H6 (+) Tourist service prices (X29, X30, X31, X32) Figure Research model Source: Research team, 2018 2.2 Research Methods prices), general satisfaction of travelers for the trip, interval scale used (1 = completely dissatisfied, = unsatisfied, = neither dissatisfied nor dissatisfied, = satisfied, = very satisfied) According to Saunders et al (2010), the 4, 5, and 7-point Likert scale commonly used for degree questions to capture more subtle opinions 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 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 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 parts: part includes questions related to tourism activities and visitor evaluation; part 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 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 There are many different recommendations for sample size selection for quantitative research in AGU International Journal of Sciences – 2019, Vol (2), – 11 KMO ≤ (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) the formulation as well as empirical Empirically, Hoyle (1995; cited by Li & Uysal, in SirakayaTurk 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 (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) 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 from 1.0 to 1.80 (completely disatisfied), level from 1.81 to 2.60 (disatisfied), level from 2.61 to 3.40 (neither dissatisfied nor dissatisfied), level from 3.41 to 4.20 (satisfied), level 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) 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 independent scales and 32 observed variables In addition to 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 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 (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 ≤ AGU International Journal of Sciences – 2019, Vol (2), – 11 Table Reliability of scales and observed variables Scale Featured variables Cronbach’ α Corrected itemtotal correlation Cultural tourism resources X1, X2, X3, X4, X5, X6 0.80 0.51 → 0.64 infrastructure X7, X8, X9, X10, X11, X12 0.85 0.58 → 0.68 Tourist facilities X13, X14, X15, X16, X17, X18 0.76 0.41 → 0.57 On-site tour guides X19, X20, X21, X22, X23 0.90 0.71 → 0.78 Order and security X24, X25, X26, X27, X28 0.83 0.53 → 0.74 Tourist service prices X29, X30, X31, X32 0.84 0.63 → 0.72 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 because according to Le Van Huy & Truong Tran Tram Anh (2012), only factors with own value equal to or greater than 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) 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 (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 (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 (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) Based on the rotated component matrix allow us to conclude, there are factors affecting tourist satisfaction with cultural tourism in Bac Lieu In principle, variables with the largest factor loading AGU International Journal of Sciences – 2019, Vol (2), – 11 Factor (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) The research results point out that 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 (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 (F4) has a coefficient of 0.264 and is positively related to visitor satisfaction When visitors evaluate the factor "cultural tourism resources" by 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 (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 (F1) has a coefficient of 0.174 and is positively related to visitor satisfaction When visitors evaluate the factor "on-site tour guides" by 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 (F7) may be named "additional service" This factor includes variables: the abundance of souvenir shops (X17) and entertainment facilities (X18) Factor (F6) has a coefficient of 0.174 and is positively related to visitor satisfaction When visitors evaluate the factor "tourist facilities" by point, the satisfaction of visitors in the study area increased by 0.174 points, corresponding to the non-standardized correlation coefficient of 0.174 Through methods of assessing the reliability of scale and exploratory factor analysis, we found 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 Factor (F3) has a coefficient of 0.146 and is positively related to visitor satisfaction When visitors evaluate the factor "infrastructure" by 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 (F5) has a coefficient of 0.138 and is positively related to visitor satisfaction When visitors evaluate the factor "tourist service price" increased by point, the satisfaction of visitors in the study area increased by 0.174 points, corresponding to the non-standardized correlation coefficient of 0.1138 AGU International Journal of Sciences – 2019, Vol (2), – 11 Factor (F7) has a coefficient of 0.137 and is positively related to visitor satisfaction When visitors evaluate the factor "additional services" by 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 (F2) has a coefficient of 0.132 and is positively related to visitor satisfaction When visitors evaluate the factor "order and security" by 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 Coefficients (n = 200) Standardized coefficients Unstandardized coefficients Model B Std.Error Beta t Sig VIF Constant 3.785 Factor 0.174 0.033 0.268 5.200 0.000 Factor 0.132 0.033 0.204 3.958 0.000 Factor 0.146 0.033 0.224 4.356 0.000 Factor 0.264 0.033 0.407 7.901 0.000 Factor 0.138 0.033 0.213 4.126 0.000 Factor 0.174 0.033 0.267 5.192 0.000 Factor 0.137 0.033 0.212 4.106 0.000 Source: Tourist interview results of the study team, 2017 The total standardized coefficient for factors 1, 2, 3, 4, 5, and is 1,795 (Table 2) Therefore, factor contributes 22.6%, factor contributes 14.9%, factor contributes 14.9%, factor contributes 12.5%, factor contributes 11 9%, factor contributes 11.8%, factor 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" 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) 3.2 The level of tourist satisfaction with cultural tourism in Bac Lieu Regarding cultural tourism resources, visitors feel satisfied with the uniqueness and attractiveness of historical, cultural relics and related values; the Through the perception of tourists, factors affecting their satisfaction with cultural tourism in AGU International Journal of Sciences – 2019, Vol (2), – 11 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 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 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 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 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 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 CONCLUSIONS AND RECOMMENDATIONS 4.1 Conclusions (1) Factors affecting tourist satisfaction with Bac Lieu province cultural tourism in descending AGU International Journal of Sciences – 2019, Vol (2), – 11 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) 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 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 (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) 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 (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 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 when doing nothing Tribe and Snaith (1998) argued that entertainment services affect visitor satisfaction 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: On the influence of order and security Not inviting tourist with insistence, begging, price AGU International Journal of Sciences – 2019, Vol (2), – 11 - - - - - - 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 Journal of Can Tho University, No 20a, 199209 Hoang Trong Tuan (2015) Factors affecting tourist satisfaction at tourist destinations in Ho Chi Minh City Ho Chi Minh City University of Education - Journal of Science, No 10, 87-97 Hoang Trong & Chu Nguyen Mong Ngoc (2008) Analyze research data with SPSS (volume 2) Ho Chi Minh City: Hong Duc Publishing House Le Cong Hoa, Nguyen Thanh Hieu (co-Editor), Dao Thanh Tung, Tran Quang Huy, Hoang Thanh Huong, Do Thi Dong, Vu Hoang Nam & Ha Son Tung (2011) Business research curriculum Hanoi: National Economics University Press Le Minh Tien (2003) Statistical methods in Social research Ho Chi Minh City: Tre Publishing House Le Van Huy & Truong Tran Tram Anh (2012) Research Methods in Business Ho Chi Minh City: Financial Publishing House REFERENCES Luu Thanh Duc Hai & Nguyen Hong Giang (2011) Analysis of factors affecting tourist satisfaction when traveling to Kien Giang Science Journal of Can Tho University, No 19b, 85-96 Chen Y., Zhang H & Qiu L (2012) A Review on Tourist Satisfaction of Tourism Destinations Proceedings of 2nd International Conference on Logistics, Informatics and Service Science, DOI 10.1007/978-3-642-320545_83, 593-604 National Assembly of the Socialist Republic of Vietnam (2017) Vietnam Tourism Law Hanoi: Judicial Publishing House Dao Xuan Khuong (2017) Model of service quality in retail Hanoi: Industry and Trade Publishing House Nguyen Dinh Tho (2011) Methods of scientific research in business Hanoi: Labor - Social Publishing House Ding Phi Ho (2012) Quantitative Research Methods & Practical Studies in Development Economics - Agriculture Ho Chi Minh City: Phuong Dong Publishing House Nguyen Trong Nhan (2013) Assessing the satisfaction level of domestic tourists for garden tourism in the Mekong Delta Ho Chi Minh City University of Education - Journal of Science, No 72, 44-55 Dinh Cong Thanh, Pham Le Hong Nhung & Truong Quoc Dung (2011) Evaluating the satisfaction level of domestic tourists for tourism in Soc Trang province Science Parasuraman A., Zeithaml V & Berry L (1988) SERVQUAL: A Multiple-Item Scale for 10 AGU International Journal of Sciences – 2019, Vol (2), – 11 Measuring Consumer Perceptions of Service Quality Journal of Retailing, 64 (1), 12-40 methods in business Ho Chi Minh City: Financial Publishing House Phan Thi Dang (2015) Survey the level of satisfaction of domestic tourists at some ecotourism sites in the Mekong Delta Can Tho University Journal of Science, No 36, 105113 Sirakaya-Turk E., Uysal M., Hammitt W & Vaske J J (2011) Research Methods for Leisure, Recreation and Tourism Cambridge: Cambridge University Press Smith M K (2009) Issues in Cultural Tourism Studies New York: Routledge Publisher Tribe J & Snaith T (1998) From SERVQUAL to HOLSAT: holiday satisfaction in Varadero, Cuba Tourism Management, 19 (1), 25-34 Tribe J & Snaith T (1998) From SERVQUAL to HOLSAT: holiday satisfaction in Varadero, Cuba Tourism Management, 19 (1), 25-34 Saunders M., Lewis P & Thornhill A (translator Nguyen Van Dung) (2010) Research 11 ... 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... 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... 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