The Impact of Tourists’ Emotional Experiences on their Satisfaction and Willingness to Recommend: A case of Vietnam

VIETNAM NATIONAL UNIVERSITY, HANOI VIETNAM JAPAN UNIVERSITY PHAN THI THANH TAM THE IMPACT OF TOURISTS’ EMOTIONAL EXPERIENCES ON THEIR SATISFACTION AND WILLINGNESS TO RECOMMEND: A CASE OF VIETNAM MASTER THESIS BUSINESS ADMINISTRATION Hanoi, 2019 VIETNAM NATIONAL UNIVERSITY, HANOI VIETNAM JAPAN UNIVERSITY PHAN THI THANH TAM THE IMPACT OF TOURISTS’ EMOTIONAL EXPERIENCES ON THEIR SATISFACTION AND WILLINGNESS TO RECOMMEND: A CASE OF VIETNAM MAJOR: BUSINESS ADMINISTRATION CODE: 60340102 RESEARCH SUPERVISORS: ASSOC.PROF PHAM THI LIEN PROF.DR MOTONARI TANABU Hanoi, 2019 ABSTRACT Today, globalization as well as the advancement of technology is narrowing the distances of nations Increasingly, there are more and more interactions between nation states and individuals necessitating the need to boost exchange cultures and tourism Vietnam has become an attractive destination of tourists due in part to its charm, natural beauty, as well as its rich history and culture There is a positive relationship among the positive emotion, overall image, satisfaction, and both effect intention to recommend This study investigates the emotions of joy and love as significant influences on tourists‟ satisfaction and its effect on intent to recommend while exploring whether or not the emotion of positive surprise does not support this relationship To explain the impact of emotional experience on tourists‟ satisfaction and willingness to recommend, this study follows revised Destination Emotion Scales (DES) model of (Hosany,2013; Payage,2017; Sharma,2018) The survey was carried out with 224 foreign tourists who have travelled to a few famous places in Vietnam at least one time by both online and offline method The methodology used in our research is a quantitative method SPSS software 20 and AMOS 21 with SEM (structural equation modelling) to carry out analysing on data gathered through a survey The thesis makes a significant contribution to tourism marketing in Vietnam because some of the empirical findings found in the study deal with aspects of tourists‟ satisfaction and their willingness to recommend necessary to improve Vietnamese tourism Keywords: tourist satisfaction, tourists‟ emotional experiences, overall destination image, willingness to recommend i ACKNOWLEDGEMENT Two years of studying Master‟s program in Vietnam Japan University (“VJU”) were a precious and unforgettable time of my life At the moment of the Master course application, I was working as a senior accountant for Taisei – Vinaconex Joint Venture, the main Japanese contractor conducted to build Noi Bai Airport International Terminal in Hanoi Before making a decision to apply for VJU Master course, I had spent a lot of time seeking an MBA course which cooperated between Vietnamese University and the Foreign University Finally, I decided to choose the Master program in VJU because VJU is not only appropriate for my career in my Japanese company but also a dynamic study environment where I would receive the strongest support from lecturers and VJU staffs and classmates I passed four semesters of hard daily struggling with myself but also enjoyed school life to archive the master degree The first semester was the time of struggling with changing my habits and behavior I had to force myself to be familiar with academic study after ten years of working engagement without learning the academic practice The second semester was the busiest time when the subjects were full schedule booked, daily classes attended, a bundle of tests and examinations were delivered At that moment, I had to arrange my schedule to adapt to both studying and working The third semester started with the four-month internship in Japan During four months from October 3rd, 2018 until February 2nd, 2019, I did an internship at Yokohama National University (YNU), one of the most famous historical universities in the beautiful city of Yokohama in Japan Throughout the learning activities, company visits as well as other exchange culture activities, I gained much knowledge but more importantly, I also had an exciting chance to experience studying in an international environment where I became acquainted with foreign students from different countries around the world It was a great opportunity for me to enhance my training of communication skills that I practiced through the giving of presentations, in discussions with my supervisory professors, and working in teams with my classmates from foreign countries Moreover, company visits provided me practical knowledge of many different business fields such as food and beverage, automotive, ii cosmetic, logistics, and the airline industry which will be necessary for my career in the future The fourth semester was the hardest time when I was struggling with a thesis to complete my master degree It was the time of reading academic materials, taking notes, conducting a survey, collecting and analyzing data, writing thesis little by little daily My master thesis would have never accomplished without the help and support of the kind people whom I mention below: First, I would like to thank my parents for their long caring support of love to me As well, I would like to express my thanks to my bosses and colleagues in Taisei – Vinaconex Joint Venture for their support during my job while I pursued my studies Especially, I am deeply appreciative to my professor supervisor Assoc.Prof Pham Thi Lien for her expert guidance, understanding, and encouragement throughout my study and research While starting my research with knowledge gaps but she instructed me to step by step with care and patience I also would like to express my gratitude to my professor supervisor Prof Tanabu Motonari who inspired the critical ideas and gave me valuable instruction for completing my thesis successfully With regard to my four-month internship in Japan, I must thank Prof Matsui Yoshiki, IPO staffs as well as professors and staffs of Yokohama National University who were always sided by side with me during the time I was there My gratitude goes to the entire MBA department of Vietnam Japan University for arranging the best facilities and schedules for us Last but not least, I would like to convey my gratitude to Japan International Cooperation Agency, Vietnam Japan University, Yokohama National University for funding and arranging this wonderful MBA Program, which helped me to develop myself both academically, professionally, and socially iii TABLE OF CONTENTS ABSTRACT i TABLE OF CONTENTS iv LIST OF ABBREVIATITION vi LIST OF FIGURES vii LIST OF TABLES vii CHAPTER INTRODUCTION 1.1 Research Problem 1.2 Research Objectives 1.3 Research Purposes 1.4 Research Questions 1.5 The Scope of the Study 1.6 The Research Design 1.7 The Structure of the Paper CHAPTER LITERATURE REVIEW 2.1 The Concept of Tourist Satisfaction 2.2 The Definition of Tourists‟ Emotional Experiences 2.3 The Definition of Overall Destination Image 16 2.4 Conceptual Framework 16 2.5 The Relationship Between Emotional Experiences On Overall Image and Satisfaction 19 2.6 The Relationship Between Satisfaction and Overall Images and Behavioral Intentions 20 2.7 The Role of Socio Demographic Variables in Moderating the Relationship Among Tourists‟ Emotional Experiences, Satisfaction, Overall Image and Willingness to Recommend 21 CHAPTER HYPOTHESES AND MODELS 22 3.1 Research Process 22 3.2 Research Model 22 3.3 Research Model 23 iv CHAPTER METHODOLOGY 32 4.1 Research Method 32 4.2 Research Process 32 4.3 Measurement Scale 33 4.4 Data Analysis Method 36 4.5 Sampling and Data Collection 36 CHAPTER RESULTS AND FINDINGS 38 5.1 Sample Profile 38 5.2 Descriptive Statistics and Internal Consistency Reliability Test 40 5.3 Exploratory Factor Analysis (EFA) 42 5.4 Testing Research Model Using Structural Equation Modelling (“SEM”) 44 5.5 Moderator Analysis 50 5.6 Hypotheses Results 51 CHAPTER DISCUSSION, IMPLICATIONS, ECOMMENDATIONS 53 6.1 Discussion 53 6.2 Limitation and Recommendation 54 6.3 Conclusion 56 REFERENCES 57 APPENDIX 72 v LIST OF ABBREVIATITION CFA: confirmatory factor analysis EFA: Exploratory factor analysis SEM: Structural Equation Modeling MLE: Maximum Likelihood Estimation CR: Composite Reliability AVE: Average Variance Extracted DES: Destination Emotion Scales FDI: Foreign Direct Investment GDP: Gross Domestic Product vi LIST OF FIGURES Figure 2.1 The Wheel of Emotion 11 Figure 3.1 Research Process 22 Figure 3.2 Research Model 23 Figure 5.1: Confirmatory Factor Analysis (CFA) 45 Figure 5.2: Structural Equation Modeling 48 LIST OF TABLES Table 2.1: Destination image definitions 16 Table 4.1: Measurement scales 34 Table 5.1: Sample profile 39 Table 5.2: Descriptive statistics and reliability test 40 Table 5.3: Pattern Matrixa 42 Table 5.4: Total Variance Explained 43 Table 5.5: Fit indices for the test model result (CFA) 46 Table 5.6: Measurement model 47 Table 5.7: Regression weights 49 Table 5.8: Results of Hypotheses 51 vii CHAPTER 1.1 INTRODUCTION Research Problem According to the report “Travel & Tourism Economic impact 2018, South East Asia” issued by The World Travel & Tourism Council (WTTC, 2018), the contribution of tourism in GDP in 2017 is 329.5 billion USD and accounts for 12% of the total grand GDP and is estimated to continue to increase up to 598.3 billion USD in 2028 (estimated for 13% of total GDP) (WTTC, 2018) This rate points out the important role of tourism in economic development currently Therefore, South East Asia would be well served to develop tourism as an economic incentive Moreover, the impact of globalization and economic trends towards emergent Southeast Asia economies currently increased tourism demand in this area dramatically, thus bringing big potential in economic development In 2017, Asia and Pacific accounts for 30% of world international tourism receipts (UNWTO, 2017) Following these trends, Vietnam is also becoming an attractive destination for tourists In 2017, Vietnam welcomed 12.9 million international tourists, which offered a gain of 541 billion VND of income and directly contributed 7.9% of GDP (VNAT, 2017) To boost tourism development, the Vietnamese government has launched many activities such as issuing tourism legal documents, organized events, and festivals, improving public transportation and tourism facilities Also, tourism research has recently developed tourism reports which are published frequently and provide statistics Through the awareness of the important role of marketing in tourism, tourism marketing strategies are also focused on promoting Vietnam as a destination image to the world through advertising actives, exhibitions, and international cooperation Tourist marketing researchers trying to find better solutions for Vietnam marketing tourism are concentrated on 1) evaluating the tourist satisfaction at destinations (Thuy, 2006; Giang, 2013); 2) the impact of destination on loyalty (Huong, 2015); and 3) tourism service quality 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☐ Hanoi ☐Ha Long ☐Cat Ba ☐Sapa ☐Hue ☐Ninh Binh ☐Quang Binh ☐Nha Trang ☐Da Lat ☐Da Nang - Hoi An ☐Vung Tau ☐Phan Thiet ☐Phu Quoc ☐Ho Chi Minh ☐Others:…………………………………………………………………………………… b) Which place (s) is/are your last visit? ……………………………………………………………………………………………………… c) Number of previous visits ☐ No previous visit ☐ 1-2 times ☐ 3-4 times ☐ More than times 72 d) When was your last visit? ☐ Within past months ☐ 4-6 months ☐ 7-12 months ☐ 1-2 years ☐ More than years For each of the following sentence Please circle O to select items of your emotional responses that come to your mind when you think of that destination(s) according to the following scales (from 1= “Not at all” to = “Very much”) scales Not at all Question Very much JOY 2a “I feel Cheerful toward that destination (s)” 2b “I feel a sense of Delight toward that destination (s)” 2c “I feel a sense of Enthusiasm toward that destination (s)” 2d “I feel a sense of Joy toward that destination (s)” 2e “I feel a sense of Pleasure toward that destination (s)” LOVE 2f “I feel a sense of Affection toward that destination (s)” 2g “I feel a sense of Caring toward that destination (s)” 2h “I feel a sense of Love toward that destination (s)” 2i “I feel a sense of Tenderness toward that destination (s)” 2j “I feel Warm-hearted toward that destination (s)” POSITIVE SURPRISE 2k “I feel a sense of Amazement toward that destination (s)” 2l “I feel a sense of Astonishment toward that destination (s)” 7 m “I feel Fascinated about that destination (s)” 2n “I feel a sense of Inspiration toward that destination (s)” 73 2o “I feel a sense of Surprise toward that destination (s)” Please circle O to select items which ones closer to your overall image according to the following scales (from 1= “Unfavorable” to = “favorable”) and (from = “dislike very much” to 7= “liked very much”) “How would you describe the overall image that you have of that destination (s) after the experience”?” 3a 3b 3c unfavorable favorable “How would you describe your overall feeling about that destination (s)?” disliked very much liked very much “The image that I have of that destination (s) is as good or even better than other similar destinations in other countries” Strongly disagree Strongly agree Please circle O to select items which ones closer to your overall satisfaction according to the following scales (from 1= “very unsatisfactory” to = “very satisfactory”) and (from = “Much worse than expected” to 7= “Much better than expected”) 4a 4b 4c very unsatisfactor y “How would you describe your overall satisfaction with your stay in that destination?” “Overall, compared to your expectations, how would you rate your experience with the destination” “My visit to that destination(s) is worth my time and effort” very satisfactor y Much worse than expected Much better than expected Strongly disagree Strongly agree Please circle O to select items which ones closer to your willingness to recommend according to the following scales (from 1= “strongly disagree” to = “strongly agree”) 74 Strongly disagree Strongly agree 5a “I will recommend that destination (s) to other people” 5b “I will say positive things about that destination (s) to other people” 5c “I will encourage friends and relatives to visit that destination (s)” d Which tools will you use for your recommendation? Have done Will already Will not Use email/text messages/mms to tell about the trip for your relatives ☐ ☐ ☐ Make photo album/video clip/blog/diary to share with your friends/relatives on internet (Facebook ) ☐ ☐ ☐ Make photo album/video clip/blog/diary to share public on internet (Facebook ) ☐ ☐ ☐ Send pictures postcards to your friends/relatives ☐ ☐ ☐ Write review on the Internet (TripAdvisor, Booking.com etc.) ☐ ☐ ☐ Others ☐ ☐ ☐ Demographics a What is your nationality? ☐Female ☐Not prefer to say ☐From 16-24 ☐25-34 ☐35-44 ☐ 45-54 ☐ 55-64 ☐ ☐More than 64 b Gender: c Age: ☐Male d Religion Asian European American African Australian Indian Other Christianity ☐ ☐ ☐ ☐ ☐ ☐ ☐ Islam ☐ ☐ ☐ ☐ ☐ ☐ ☐ Unaffiliated ☐ ☐ ☐ ☐ ☐ ☐ ☐ Hinduism ☐ ☐ ☐ ☐ ☐ ☐ ☐ Buddhism ☐ ☐ ☐ ☐ ☐ ☐ ☐ Folk Religion ☐ ☐ ☐ ☐ ☐ ☐ ☐ No religion ☐ ☐ ☐ ☐ ☐ ☐ ☐ Other ☐ ☐ ☐ ☐ ☐ ☐ ☐ 75 e Annual personal income (USD) ☐ Less than 15,000 ☐ 15,000-24,999 ☐ 25,000-34,999 ☐ More than 35,000 f “Highest educational level attained” - ☐ “PhD - ☐ Master‟s degree - ☐ Bachelor's degree - ☐ Diploma level - ☐ No qualifications” - ☐ Others:……… g Travel companion Alone Partner/Family Friends Others Independent tour ☐ ☐ ☐ ☐ Group tour ☐ ☐ ☐ ☐ h Main purpose for trip ☐ Leisure vacation ☐ Meeting or event ☐ Business trip ☐ Other ☐ Friends or family 7.Your comments for this survey :…………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… ……………………………………………………………………………………… Thanks for your cooperation! 76 SURVEY QUESTIONAIRES IN VIETNAMESE TÁC ĐỘNG CỦA NHỮNG TRẢI NGHIỆM CẢM XÚC ĐẾN SỰ HÀI LỊNG CỦA DU KHÁCH Tơi tên Phan Thị Thanh Tâm, nghiên cứu luận văn thạc sĩ đề tài: Trải nghiệm cảm xúc du khách Việt Nam Tôi mong nhận hợp tác bạn để hoàn thành bảng khảo sát Bạn khoảng 10 phút để hoàn thành bảng câu hỏi sau Khơng có câu trả lời "đúng" hay "sai", trả lời trung thực câu hỏi theo kinh nghiệm cảm nhận cá nhân bạn Hãy chọn câu trả lời phù hợp với bạn thời điểm Tất phản hồi thông tin mà bạn cung cấp sử dụng cho nghiên cứu tơi Khơng có thơng tin cá nhân bị tiết lộ Cảm ơn hợp tác bạn!!! a) Bạn đến thăm nơi Việt Nam?? ☐ Hà Nội ☐Hạ Long ☐Cát Bà ☐Sapa ☐Huế ☐Ninh Bình ☐Quảng Bình ☐Nha Trang ☐Dà Lạt ☐Đà Nẵng - Hội An ☐Phú Quốc ☐Hồ Chí Minh ☐Vũng Tàu ☐Phan Thiết ☐Nơi khác:……………………………………………………………………………………… b) Gần đây, bạn đến thăm quan (các) địa điểm nào? ……………………………………………………………………………………………………… c) Số lần đến thăm quan trước ☐ No previous visit ☐ 1-2 times ☐ 3-4 times ☐ More than times d) Lần cuối bạn đến thăm quan (các) địa điểm nào? ☐ Within past months ☐ 4-6 months ☐ 7-12 months 77 ☐ 1-2 years ☐ More than years Với câu sau Vui lòng khoanh tròn O để chọn mục phản ứng cảm xúc xuất đầu bạn bạn nghĩ (các) điểm đến theo thang đo sau (từ = khơng có tới = nhiều) thang đo Khơng có Câu hỏi Rất nhiều VUI SƯỚNG 2a Tôi cảm thấy vui vẻ (các) điểm đến 2b Tôi cảm thấy hân hoan (các) điểm đến 2c Tôi cảm thấy say mê (các) điểm đến 2d Tơi cảm thấy vui sướng (các) điểm đến 7 2e Tơi cảm thấy hài lịng (các) điểm đến U MẾN 2f Tơi cảm thấy u thích (các) điểm đến 2g Tôi quan tâm đến (các) điểm đến 2h Tơi u (các) điểm đến 2i Tôi cảm nhận dịu dàng (các) địa điểm 2j Tôi cảm thấy ấm lịng (các) điểm đến NGẠC NHIÊN TÍCH CỰC 2k Tơi cảm thấy sửng sốt tới (các) địa điểm 2l Tôi cảm thấy ngạc nhiên (các) điểm đến 7 m Tôi cảm thấy bị hút tới (các) điểm đến 2n Tơi cảm thấy truyền cảm hứng tới (các) địa điểm 2o Tôi cảm thấy bất ngờ tới (các) địa điểm Vui lòng khoanh tròn O để chọn mục gần với nhìn tổng quan bạn theo tỷ lệ sau (từ = không tốt đến = tốt) (từ = khơng thích nhiều đến 7= thích nhiều) 3a Bạn có nhìn tổng quan Khơng tốt 78 Tốt 3b 3c (các) điểm đến sau trải nghiệm Cảm xúc chung bạn (các) địa điểm nào? Khơng thích nhiều Hình ảnh bạn có (các) điểm đến tốt chí so với điểm đến tương tự đất nước khác Rất không đồng ý 3 5 Thích nhiều Rất đồng ý Vui lòng khoanh tròn O để chọn mục gần với mức độ hài lòng chung bạn theo thang đo sau (từ = khơng hài lịng tới 7= hài lòng) and (từ 1= tệ mong đợi tới 7= tốt nhiều so với mong đợi) 4a 4b 4c Hãy mô tả mức độ hài lòng chung bạn kỳ nghỉ (các) điểm đến Nhìn chung, so với mong đợi bạn, bạn đánh giá trải nghiệm với(các) điểm đến Chuyến tham quan (các) điểm đến đáng giá thời gian nỗ lực Rất khơng hài lịng Rất lịng Tốt nhiều so với mong đợi Tệ mong đợi Rất không đồng ý hài Rất đồng ý Vui lòng khoanh tròn O để chọn mục gần với mức độ bạn muốn giới thiệu theo thang đo sau (từ = không đồng ý tơi 7= đồng ý) Rất không đồng ý 5a 5b 5c Tôi giới thiệu (các) địa điểm cho người khác Tơi nói điều tích cực (các) địa điểm cho người khác Tơi khuyến khích bạn bè người thân đến thăm (các) địa điểm 79 Rất đồng ý 7 d Bạn dùng phương tiện để giới thiệu? Khơng có thực ý định thực Đã thực Sẽ hiện Sử dụng email/tin nhắn nói chuyến ☐ ☐ ☐ Lập album ảnh/video clip/blog/nhật ký chia sẻ internet (Facebook ) cho người thân bạn bè ☐ ☐ ☐ Lập album ảnh/video clip/blog/nhật ký chia sẻ internet (Facebook ) chế độ công khai cho tất người ☐ ☐ ☐ Gửi bưu thiếp hình ảnh cho người thân/bạn bè ☐ ☐ ☐ Viết bình luận internet (Tripadvisor, booking.com ) ☐ ☐ ☐ Các hình thức khác ☐ ☐ ☐ Nhân học a Quốc tịch bạn gì? ☐Nữ ☐Không tiện nói ☐Từ 16-24 ☐25-34 ☐35-44 ☐ 45-54 ☐ 55-64 ☐ ☐Nhiều 64 b Giới tính: c Tuổi: ☐Nam d Tôn giáo Châu Á Châu Âu Châu Mỹ ☐ Châu Phi ☐ Úc ☐☐ Hồi giáo ☐ ☐ ☐ ☐ ☐ ☐ ☐ Kito Giáo ☐ ☐ ☐ ☐ ☐ ☐ ☐ Hindu ☐ ☐ ☐ ☐ ☐ ☐ ☐ Phật giáo ☐ ☐ ☐ ☐ ☐ ☐ ☐ Đạo Mẫu ☐ ☐ ☐ ☐ ☐ ☐ ☐ Không tôn giáo ☐ ☐ ☐ ☐ ☐ ☐ ☐ Khác ☐ ☐ ☐ ☐ ☐ ☐ ☐ ☐ Ít 15,000 ☐ 15,000-24,999 ☐ 25,000-34,999 ☐ Nhiều 35,000 f Trình độ học vấn cao 80 ☐ Khác Thiên chúa giáo e Thu nhập cá nhân hàng năm (USD) ☐ Ấn Độ ☐ - ☐ Tiến sĩ - ☐ Thạc sĩ - ☐ Cử nhân - ☐ Tốt nghiệp phổ thông - ☐ Không có cấp - ☐ Khác:……… g Người đồng hành Đi Người yêu/Gia đình Bạn bè Khác Đi tự túc ☐ ☐ ☐ ☐ Đi theo đoàn ☐ ☐ ☐ ☐ h Mục đích chuyến ☐ Nghỉ dưỡng ☐ Họp kiện ☐ Đi công tác ☐ Khác ☐ Gặp gỡ bạn bè gia đình 7.Ý kiến bạn bảng khảo sát ………………………………………………………………… Rất cảm ơn bạn giúp đỡ tơi hồn thành bảng khảo sát Câu trả lời bạn quý giá Một lần nữa, cảm ơn bạn nhiều lịng tốt giúp đỡ bạn!!!! 81