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

Furthermore, the relationship between emotional variables (joy/p. surprise/love) and tourists‟ satisfaction are exhibit differences among by the type of tour and those are moderated b[r]

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

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

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

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

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

ABSTRACT i

TABLE OF CONTENTS iv

LIST OF ABBREVIATITION vi

LIST OF FIGURES vii

LIST OF TABLES vii

INTRODUCTION

CHAPTER Research Problem

1.1 Research Objectives

1.2 Research Purposes

1.3 Research Questions

1.4 The Scope of the Study

1.5 The Research Design

1.6 The Structure of the Paper

1.7 LITERATURE REVIEW

CHAPTER The Concept of Tourist Satisfaction

2.1 The Definition of Tourists‟ Emotional Experiences

2.2 The Definition of Overall Destination Image 16

2.3 Conceptual Framework 16

2.4 The Relationship Between Emotional Experiences On Overall Image and 2.5 Satisfaction 19

The Relationship Between Satisfaction and Overall Images and Behavioral 2.6 Intentions 20

The Role of Socio Demographic Variables in Moderating the Relationship 2.7 Among Tourists‟ Emotional Experiences, Satisfaction, Overall Image and Willingness to Recommend 21

HYPOTHESES AND MODELS 22

CHAPTER Research Process 22

3.1 Research Model 22

Research Method 32 4.1

Research Process 32 4.2

Measurement Scale 33 4.3

Data Analysis Method 36 4.4

Sampling and Data Collection 36 4.5

RESULTS AND FINDINGS 38 CHAPTER

Sample Profile 38 5.1

Descriptive Statistics and Internal Consistency Reliability Test 40 5.2

Exploratory Factor Analysis (EFA) 42 5.3

Testing Research Model Using Structural Equation Modelling (“SEM”) 44 5.4

Moderator Analysis 50 5.5

Hypotheses Results 51 5.6

DISCUSSION, IMPLICATIONS, ECOMMENDATIONS 53 CHAPTER

Discussion 53 6.1

Limitation and Recommendation 54 6.2

Conclusion 56 6.3

LIST OF ABBREVIATITION

CFA: confirmatory factor analysis EFA: Exploratory factor analysis SEM: Structural Equation Modeling MLE: Maximum Likelihood Estimation CR: Composite Reliability

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

INTRODUCTION CHAPTER 1

Research Problem 1.1.

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)

intention (Hai, 2015) However, there are only a few journal articles that mention tourists‟ emotional experiences within Vietnam tourism marketing market

Research Objectives 1.2.

The study aims to investigate the following objectives:

- To find correlations between emotional experiences, overall image, satisfaction, and willingness to recommend in Vietnam;

- To measure the emotion level (joy, love, positive surprise) of tourists visiting Vietnam;

- To examine the effects of joy/p surprise/love on two variables: satisfaction and overall image and how these interrelationships affect willingness to recommend;

Furthermore, the relationship between emotional variables (joy/p surprise/love) and tourists‟ satisfaction are exhibit differences among by the type of tour and those are moderated by culture background, prior experiences, age, and gender Therefore, the research also contributes to the analysis of that relationship for the literature review body of work of tourists‟ emotional experiences

Research Purposes 1.3.

The role of emotions in marketing was acknowledged many years ago (Richard,1999) However, the impact of tourists‟ emotional experiences on satisfaction and willingness to recommend is currently understudied The research conducted here is concerned with 1) discerning which emotions impact tourists‟ willingness to recommend Vietnam as a tourist destination; 2) the research on emotional components to tourist's experience of Vietnam and; 3) the findings of the study towards future implementations of Vietnam‟s tourism marketing strategies

Research Questions 1.4.

Based on the research objectives and research problems, three research questions present themselves as below:

- What contribution does Positive Surprise have on Overall Image and Satisfaction in its effect on the intention to Recommend Vietnam among independent and group tourists?

- What contributions socio-demographic variables (e.g., culture background, prior experience, age, and gender) have on tourists‟ emotional experiences and overall image and satisfaction?

The Scope of the Study 1.5.

The research will investigate the impact of tourists‟ emotional experiences on their satisfaction and willingness to recommend Vietnam to their friends and relatives Therefore, this study uses two methods of an online and offline survey with the participation of foreign tourists on group tours and foreign tourists in independent tours Hanoi was chosen to conduct the offline survey research because Hanoi is the symbol of Vietnam attracting all the most foreign tourists entering Vietnam Foreign social network community pages are chosen to collect the data of foreign tourists

The Research Design 1.6.

This study adopted a quantitative methodology to conduct data collection and analysis SPSS was used to analyze the data and test validity and reliability In addition, confirmatory factor analysis (CFA) was also used for a unidimensionality test (Pedhazur and Schmelkin, 1991) Finally, Amos 21 was also used to test the research model and hypotheses

For the survey, questionnaires were designed as self-reports in English Both online and offline channels were used for collecting data The survey questionnaires were distributed to foreign tourists visiting favorite spots in Vietnam at least one time

The Structure of the Paper 1.7.

and research model, the third chapter of methodology and data collection, the fourth chapter of data analysis and measurement models, and the five chapter of discussion and conclusions

Chapter provides the theoretical background and summarizes the prior research of the relationship between tourists‟ satisfaction and its impact factors of emotional experiences, overall image, and behavior intention moderated by culture background, prior experiences, age, and gender;

Chapter explains the hypotheses and research model of the study

Chapter explains the research design and data collection process in detail; Chapter transcribes, analyzes, and discusses the collected data and results;

LITERATURE REVIEW CHAPTER 2

This chapter provides a theoretical framework mainly focused on the basic concepts of tourists‟ satisfaction, a satisfaction of overall destination image, tourists‟ emotional experience, and willingness to recommend Also, this chapter analyses the relationships among these factors and tourists‟ satisfaction in terms of their moderators which includes the type of tours, and socio-demographics such as cultural background, their prior experiences, age and gender The chapter includes three sections:

The first section discusses the concepts of tourist satisfaction The second section explains the definition of factors affecting tourists‟ satisfaction such as tourists‟ emotional experience, and overall destination image Finally, the last section focuses on the relationship among these factors and tourists‟ satisfaction and in its effects on willingness to recommend

The Concept of Tourist Satisfaction 2.1.

Tourism is becoming the fastest growing industry and all destinations in over the world would like to share that growth, in turn, creating strong competition in the hospitality and tourism industry To gain on this competition, most the destinations are pursuing marketing strategies of tourists‟ satisfaction for competition

2.1.1 The Definition of Customer Satisfaction

satisfaction is contributed by the perceptual, evaluation and psychological process (Hunt, 1977; Engel and Blackwell, 1982; Tse and Wilton, 1988) Moreover, the various object focus and the level of specificity also make the differences in the definition of customer satisfaction with two approach levels vertical (micro and macro) and horizontal (antecedents and consequences) These levels of satisfaction with the followings: 1) a product or service; 2) a purchase decision experience; 3) a performance attribute; 4) from a consumption-use experience; 5) a department or store of the business organization; 6) a pre-purchasing experience (Yi,1991) Additionally, the parallel relationship of customer satisfaction and other related terms such as quality, customer value, service, etc were also mentioned in several studies (Naumann and Giel, 1995; Woodruff and Gardial,1996)

In the series of Oliver‟s researches, the scholar approached to the definitions of customer satisfaction in the terms of pleasurable fulfillment “…Satisfaction is the

consumer’s fulfillment response It is a judgment that a product or service feature, or the product or service itself, provided (or is providing) a pleasurable level of consumption-related fulfillment, including levels of under-or over fulfillment”

(Oliver,1997)

Although there are many definitions of customer satisfaction with signification differences, most of the definitions come from three aspects of response They are included: “1) a response (emotional or cognitive); 2) the response pertains to a particular focus (expectations, product, consumption experience, etc.); and 3) the response occurs at a particular time (after consumption, after choice, based on accumulated experience, etc)” (Giese and Joseph,2000)

feelings of pleasure or disappointment that result from comparing a product or service’s perceived performance (or outcome) to expectations” (Kotler,2016

pp.153)

2.1.2 The Definition of Tourist Satisfaction

Early 70s decade, tourist satisfaction was emerged research from the aspect of the perspectives of quality management and repurchase intention, preliminarily accomplishing some theoretical models (Richard ,1964; Cardozo, 1965) Based on the previous research, Pizam et al (1978) pioneered in applying the concept of customer satisfaction in the tourism study, which developed into a hot issue in the tourism study He suggested that tourist satisfaction was also derived from the customer satisfaction thus, tourism products might be treated as good and products of other industry: "tourist satisfaction is the result of the interaction between a tourist's experience at the destination area and the expectations he had about that destination” It is the comparison between the tourists‟ actual experiences compared to their expectations, if the results of 1) gratification feelings, the tourists are satisfied 2) displeasure feelings, the tourists are dissatisfied in contrast David et al (2002) summarized the conceptual considerations of tourist satisfaction on quality and value From the literature review, he listed down the number of the components of satisfaction as the followings:

- Expectation;

- Performance The performance of all relevant people included the tourists and service providers;

- Expectancy disconfirmation: to distinguish between expectation and performance;

- Attribution;

- Emotions (pleasure, fear, or surprise…); - And equity (a sense of fairness)

compared with other elements (Bowen, 2001) “The cognitive antecedents include expectations, performance, disconfirmation, attribution, and equity/inequity Further, the model shows affect as augmenting these variables in the prediction of satisfaction and, in addition, shows affect as mediating an indirect attribution influence ” (Oliver, 1993, pp 419-420)

Studied on expectancy disconfirmation, Miller (1977) defined four types of expectation as followings: 1) ideal; 2) lowest tolerable level; 3) deserved; and 4) expected Paralleling with comparison standards: 1) can be; 2) must be; 3) should be; 4) will be

There are a lot of scholars are doing research on tourist satisfaction Hence, there is number of conceptual definitions with different research approaches There are several concepts of customer satisfaction has defied exact specification even in those disciplines having Perhaps the most frequently raised question regarding the definition of satisfaction has been whether it is a cognitive process or an emotional state For example, Howard and Sheth (1969) defined satisfaction as "the buyer's cognitive state of being adequately or inadequately rewarded for the sacrifice he has undergone." In the same vein, satisfaction was defined as "an evaluation (cognitive] that the chosen alternative is consistent with prior beliefs with respect to that alternative" (Engel and Blackwell, 1982) (Oh, H.Parks, S C, 1997)

Tourist satisfaction toward a destination is a result of many aspect, such as the perception of product elements experienced as well as their expectation before and during the trip

The Definition of Tourists’ Emotional Experiences 2.2.

includes two dimensions are polarity and intensity Polarity indicates which emotion is either positive or negative Next, intensity shows which degree of positive and negative emotion There are sixteen emotions including eight basic emotions and eight advanced emotions, with two basic emotions in each The mixture of two emotions into the circular pattern creates new emotions For examples, the mixture of joy and acceptance creates loves; the combination of joy and surprise creates delight This study selected joy, love is the main items of emotional experiences for the following reasons:

Joy plays an important role in tourists‟ emotional experiences (Hosany and Gilbert,2010) Joy is often associated with positive outcomes in tourism such as loyal with using a service or satisfy in choosing a destination In addition, the joy dimension includes emotions of cheerfulness, pleasure, and playfulness Those emotional experiences are high expectation seeking of tourists while they are on their holidays Thus, joy is a key factor in studying emotional experiences in order to satisfy the tourists

Past studies of love dimension consist of tenderness, caring, and affection which effect on the consumers‟ emotions The feeling of love was found in some studies tourism researches related to branding strategies and destination marketing Previous studies discovered that there is a connection between brand loyalty and positive word of mouth Therefore, love plays an importation role of emotion influencing to recommendation behaviors

Figure 2.1 The Wheel of Emotion

According to Izard (1977), the definition of emotion must contain three components are: 1) the experience or conscious feeling of emotion; 2) the processes that occur in the brain and nervous system; 3) and the observable expressive patterns of emotion, particularly those on the face (Izard, 1977 pp 21)

In the tourism industry, emotions act as a significant component of tourist experiences Tourist emotional experiences with the same valence but have different influences on outcome variables such as judgment (Lerner and Keltner,2001); the destination decision making (Fyall et al,2011; Gnoth, 1997; Goossens, 2000), satisfaction (Dube and Menon,2000; Sharma and Nayak, 2018), behavior intention (Yu and Dean, 2001); Walsh et al,2011; Han and Jeong, 2013; Kumar and Nayak, 2015);

To measure the emotions in the tourism industry, the scholars used several methods: - Three independent bipolar dimensions of Russell and Mehrabian (1974)

the human response to the environment This measurement method is often used to assess the impact of emotional experiences on shopping behaviors

- Differential Emotion Scales (“DES”) is developed by Izard (1977) contains

10 fundamental emotions scales: Interest, joy, anger, disgust, contempt, sadness, fear, shame, guilt, and surprise Since this method was created, there are a number of scholars used this method for their research This method is used popular in studying consumption purchase emotions (Oliver and Westbrook, 1993)

- Positive Affect and Negative Scales (“PANAS”) of Watson, Clark, and Tellegen (1988)

- Consumption Emotion Set scales (“CES”) of Richins (1997)

- Destination Emotion Scales (“DES”) of Honasy (2010)

To explain the occurs of emotions, some scholars supposed that emotion is a joint function of a physiologically arousing situation and the person's evaluation or appraisal of the situation (Schachter, 1971; Lazarus & Averill, 1972); emotions are activated by changes in the density of neural stimulation (Tomkins, 1962) To distingue the difference between emotions and mood, Richard (1999) explained that mood is last longer and lower in intensity rather than emotion Moreover, emotions are different with moods because of its intentional Emotions often have an object or referent In contrast, moods are nonintentional or diffused Additionally, moods are not as directly coupled with action tendencies and explicit actions as are many emotions (Richard 1999)

2.2.1 Joy

According to Izard (1977), “Joy is characterized by a sense of confidence and significance, a feeling of being loved or being loveable” Characteristics of joy are not only internal acceptance but also external acceptance in creating good relationships with other people Joy leads to trust in each other

Tomkin (1962) proposed the theory of emotion activation defined “Joy is one of the emotions that is activated by a fairly sharp reduction in the gradient of neural stimulation” According to his principle, the ongoing experience is characterized by emotion or feeling, to experience joy There has to be a decrease in the density of neural firing In Tomkin‟s perception, joy also results from a marked decrease in the positive effect of interest-excitement, and therefore there is no necessary economic or cost relationship between positive and negative affective experiences

2.2.2 Love

The feeling of love in interpersonal relationships

During the past decade, the feeling of love has been considered as the psychology status among the interpersonal relationship In the early history research, love was viewed such as the same intensity and faith required of religion (Hatfield and Rapson, 1987), manifestations observation (e.g., marriages, fertility rates) through view of sociology, and sexuality through the a view of psychoanalysis

Aron and Aron (1986, 1996) describe love as a psychological state, the feeling of two persons united Love, therefore, is “the constellation of behaviors, cognitions, and emotions associated with the desire to enter or maintain a close relationship with a specific another person” (Aron et al., 1991, p 26)

that another person” (Rubin, 1970, p 265) According to this view, there are three dimensions of love construct including of affiliation and need for dependence, predisposition to help, and exclusivity and absorption (inclusion of the other)

Sternberg (1986, 1997) proposes a triangular theory of love with three components: intimacy, passion, and decision/commitment which combined into eight love styles They included: Non-love, Liking, Infatuate love, empty love, romantic love, companionate love, fatuous love, consummate love

The feeling of love in consumer behavior

The marketing research has discovered the feeling of love that it may exist in a customer‟s perspective when they possess an object or brand the loved (Albert,2008) Based on the triangular love theory of (Sternberg, 1986), Shimp and Madden (1988) propose a conceptual model of “consumer–object relationships” included liking, yearning, and decision/commitment in a consumption context A person may feel love for an object when the level of integration and desire for that object reaches a critical threshold (Ahuvia (1993) The study of Whang et al (2004) is the first to capture consumer's love toward a product when she conducted the research to measure the love to her bike and motorcycles with three variables: eros (passionate love), mania (possessive love), and agape (altruistic love)

Caroll and Ahuvia (2006, p 5) define love for a brand as “the degree of passionate emotional attachment that a person has for a particular trade name.” Consumers' love, hence, includes the following characteristics: (1) passion for a brand, (2) brand attachment, (3) positive evaluation of the brand, (4) positive emotions in response to the brand, and (5) declarations of love toward the brand These studies help better understand the construct of love in a consumer behavior context but yet have some theoretical, methodological, and managerial limitations

we must actively develop as part of our personality instead of emotion In contrast, Shaver et al (2005) stressed that love fits the emotion criteria Thus, love must be one of basic emotion, along with (for example) anger, sadness and fear

2.2.3 Positive Surprise

Izard (1977) supposed that surprise is not the same sense as joy or sadness Even it does not consist of all the characteristics of the other emotions, but it has some useful functions The surprise is activated by a sharp increase in neural stimulation caused by any sudden and unexpected event In the moment of surprise, your mind seems to be blank and hard to react There are two types of surprise: positive surprise goes with other emotion such as happiness, joy, and pleasure; negative surprise often goes with emotions such as anger, fear, and distress The surprise is not like other emotions because it does not motivate behavior for a long time Thus, studying on surprise to help prepare for the individual to deal effectively with the new or sudden event and with the consequences of this event Moreover, studying on surprise to find out the important function of surprise is to clear the nervous system of ongoing activity that would interfere with adjustment to a sudden change in our environment

approach of positive surprise impacts on satisfaction The authors found the relationship among arousal have on positive surprise and effects to satisfaction However, study “arousal” actually supported for the further result was the “surprise-> positive surprise-“surprise-> satisfaction” because arousal was measured with two items which are two of the three items of the DES scales (Izard, 1997) for a surprise

The Definition of Overall Destination Image 2.3.

Since Hunt (1975) mentioned the role of image in developing tourism in the decade of 1970s, destination image becomes the center of tourism research The following scholar Crompton (1979) defined destination image is an individual‟s mental or attitudinal construct included a number of beliefs, ideas, and impressions which tourists have on a particular destination After that, there are a number of destination image definitions were in summarized in the Table below:

Table 2.1: Destination image definitions

Source: Hallman et al, 2003 Conceptual Framework

2.4.

to provide the theoretical ground and conceptual model to measure tourists‟ emotional experiences Based on the past theoretical backgrounds, the authors contributed to developing a Destination Emotion Scales (DES) conceptual model with 15-items, three-dimensional confirmatory factor (Joy, Love, and Positive Surprise) After that, the researchers analyze the relationship between emotional experiences, satisfaction, and intention to recommend According to the research results, the authors supposed that tourists‟ emotional experiences have significant effects on behavioral intentions through satisfaction

Second, the study applied DES dimension because of the usefulness in measuring the tourists‟ emotional experiences toward destinations In addition, the scale‟s validity of DES was tested with the appropriated results (Hosany and Prayag,2015)

(revisit or recommend) Before conducting the research, they predicted that satisfaction would be the mediator for the relationship between emotions and behavioral intentions However, the research results showed that satisfaction was necessary but not enough condition to influence the behavior intention The interesting results inspired to this study to test the influence of satisfaction on behavioral intention in another context to find out the result

Recently, the study on DES dimensions to explore other aspects of emotions on the correlations between emotional experiences, overall image, satisfaction, and willingness to recommend was continue conducted by the same authors In 2017, Hosany and his colleagues implemented to add more the factor “Overall images” to verify the relationship among them The research subjects were domestic Italian tourists visiting Sardinia, Italy Data collected from airport and port areas in Olbia after the tourists ended their holiday 350 respondents were approached to take part in the survey and 275 valid questionnaires were obtained The methods to measure hypothesis and data analysis were used are similar to the previous research (Prayag,2013), the results were pointed out that the emotions of joy and love have an indirect effect on satisfaction via overall image and positive surprise have no support to the overall image In conclusion, the emotional experiences played the role as the antecedents of perceived overall image and satisfaction evaluation; the overall image has a positive influence on tourist satisfaction and intention to recommend

image and satisfaction; both overall image and satisfaction contributed to intention behaviors (Recommend or revisit)

The Relationship Between Emotional Experiences On Overall Image 2.5.

and Satisfaction

Tourist satisfaction plays an important role as the core indicator for marketing in travel and hospitality business Thus, there are increasing the number of studies investing aspects of customer satisfaction in tourism, travel, and hospitality Oliver (1997) pointed out that satisfaction is the key outcome of positive emotional responses such as pleasure, interest, and joy

studying the relationship among emotional experiences on the overall image, satisfaction Therefore, the study continues to discover the relationships in the Vietnam context in order to provide further empirical evidence of the relationship

The Relationship Between Satisfaction and Overall Images and 2.6.

Behavioral Intentions

Emotions were used as a segmentation variable For example, customers were divided into four segments: satisfied, happy, sad, and angry consumers (Hirschman and Stern,1999) Emotion impacts satisfaction Satisfied consumers are likely to be brand loyal Because of their low arousal levels, such consumers not have the desire to be innovative or variety seeking and are unlikely to voice complaints Happy consumers actively seek out new consumption information, experiences, and products, so long as these are deemed to provide pleasure

Research of Ching et al (2007), the author indicated the impact of destination image on behavioral intentions in both directly and indirectly Also, his study pointed out the linkage path destination image->trip quality->perceived value->satisfaction->behavioral intentions

Previous research showed out that destination image has an influence on tourist behaviors (Bigne, Sanchez, and Sanchez, 2001; Fakeye and Crompton, 1991; Lee, Lee, and Lee, 2005) Tourist consumption process is divided into three stages: before a visit, during a visit, and post a visit (Ryan, 2002; Williams and Buswell, 2003) During tourist consumption process, destination image plays three important roles in behaviors: 1) to influence the destination choice decision-making process; 2) to evaluate (satisfy) the service quality during onsite and experience; 3) to intend the future behavioral intentions (intention to revisit and willingness to recommend)

In this context, satisfaction resulting from a destination can be better understood by evaluation and perception of tourists regarding a tourism destination (Kozak et al., 2004: 45) Pizam et al (1978) argue that in calculating satisfaction from tourism destinations, defining satisfaction levels for every attribute of destinations is required

The integrative model was developed in the restaurant industry to understand the relationship among variables customer satisfaction, service quality and their influence on post-purchase behavior (Jackie,2004)

The study of Fang (2006) describes overall satisfaction as a function of destination attribute importance, performance, and tourist motivation The major question raised in this research is that to what extent the visitors‟ evaluation of destination attributes (the importance and performance factors) and tourist motivation relate to their overall satisfaction

The Role of Socio Demographic Variables in Moderating the 2.7.

Relationship Among Tourists’ Emotional Experiences, Satisfaction, Overall Image and Willingness to Recommend

HYPOTHESES AND MODELS CHAPTER 3

Research Process 3.1.

Based on a literature review, the author came up with a suitable research model and hypotheses Next, the survey questionnaires were designed Pilot tests were following to check the reliability of the scale before launching the official research for collecting the main data In the analysis stage, reliability tests, EFA, CFA, SEM, and ANOVA were utilized At the final stage, the results were discussed and recommendations were made

Research Model 3.2.

The research model illustrates the relationship among variables First, it reflects the influence of emotional experiences on overall image and satisfaction, along with the willingness to recommend Second, it shows the impact of

Literature review

Research model

Hypotheses

Design survey

Pilot test

Reliability test

Adjustment

Collecting data

Reliability Test (CA)

EFA, CFA, SEM

Analysis Of Variance

Discussion & Conclusion

moderators on demographics such as age, gender, prior experiences, cultural background, and type of tour on those relationships

Figure 3.2 Research Model

Research Model 3.3.

willingness to recommend Finally, the forth hypotheses group consists of demographic variables such as cultural background, age range, gender, prior experience, type of tour

Group 1: Joy, Love, Positive Surprise On Overall Image

There are several theoretical studies on the relationship between emotions and overall images such as positive emotions toward the natural environment (Farber and Hall, 2007), holistic destination image and emotional attributes (Walmsley and Young, 1998), and nostalgic emotions toward to restaurant image (Chen, Yeh, and Huan,2014) Recently, the scholars emphasize on emotional empirical research, for example, the empirical study in unique historical environment and culture destination (Prayag et al,2017); in the wellness area of yoga in India (Sharma and Nayak,2018) However, investigating the relationship between positive overall image is new and scare, thus demanding for further examination Based on this literature, hypotheses are established as follows:

H1: The emotion of Joy has a positive influence on the overall image H2: The emotion of Love has a positive influence on the overall image

H3: The emotion of Positive Surprise has a positive influence on the overall image

Group 2: Joy, Love, Positive Surprise On Satisfaction

to understand more about this relationship is new and required to further testing According to the background, the study hypotheses were constructed:

H4: The emotion of Joy has a positive influence on tourist satisfaction with a destination

H5: The emotion of Love has a positive influence on tourist satisfaction with a destination

H6: The emotion of Positive surprise has a positive influence on satisfaction with a destination

Group 3: Overall Images, Satisfaction On Willingness to Recommend

Studying on tourist satisfaction often engage with studying on destination image because destination image plays the center of components influence on satisfaction As Pike (2000) figured out that there are around 142 studies on various aspect of the influence of destination image on consumer behavior, image formation, and image scale development However, the most popular destination image studies on the influence of destination image on tourists‟ satisfaction and behaviors (Chon, 1990) Destination image impacts to tourists‟ decision process, since then future behavior intentions (Bigné, Sanchez, & Sanchez, 2001) According to the research of Assaker (2011), both novelty -seeking and low satisfaction impact on tourists‟ behavior return intention In contrast, a positive destination image enhances the intention to return in the future Although destination image significantly influenced on tourists‟ satisfaction as well as revisit intentions, destination image had a low effect on high novelty seekers (Assaker, 2013)

image has significant effects on behavioral recommendations through satisfaction, the overall image in the context of positive emotions impacted on tourists‟ satisfaction and the willingness to recommend is recently mentioned in the researches of Prayag et al (2017) Based on this literature, hypotheses are established as follows:

H7: A more favourable overall image will result in higher level of tourist satisfaction with a destination

H8: A more favourable overall image will result in higher propensity to recommend the destination

H9: A higher level of tourist satisfaction with a destination will result in higher propensity to recommend the destination

Group 4: Demographics Moderators: Culture Background, Prior Experience, Age Range, Gender, Type of Tour

Culture Background

H10 (a): Cultural background significantly moderates the relationship among the emotion of joy and overall image

H10 (b): Cultural background significantly moderates the relationship among the emotion of love and overall image

H10 (c): Cultural background significantly moderates the relationship among the emotion of positive surprise and overall image

H10 (d): Cultural background significantly moderates the relationship among the emotion of love and overall image

H10 (e): Cultural background significantly moderates the relationship among the emotion of joy and satisfaction

H10 (f): Cultural background significantly moderates the relationship among the emotion of love and satisfaction

H10 (g): Cultural background significantly moderates the relationship among the emotion of positive surprise and satisfaction

Prior Experience

Mazursky (1989) suggested that past experiences and norms were resulted from actual performance and referred to as comparative baselines in order to predict consumer's performance Francken and van Raaij (1981) suggested that satisfaction of leisure activities was derived from earlier experiences, spatial expectation, and social expectation Marchiori and Cantoni (2015) proved the key role of prior experience in the perception of tourism destination while other scholars studied the significant influence of prior experience on destination image formation (Guiry and Vequist, 2015) Further studies have found that tourist behaviors were impacted by prior experience (Kerstetter and Cho, 2004; Marchiori and Cantoni, 2015) However, to understand the relationship among positive emotions, destination image, and satisfaction with socio-demographic variables required further research Based on this demand, these hypotheses below will be explored:

H11 (b): Prior experience significantly moderates the relationship among the emotion of love and overall image

H11 (c): Prior experience significantly moderates the relationship among the emotion of positive surprise and overall image

H11 (d): Prior experience significantly moderates the relationship among the emotion of love and overall image

H11 (e): Prior experience significantly moderates the relationship among the emotion of joy and satisfaction

H11 (f): Prior experience significantly moderates the relationship among the emotion of love and satisfaction

H11 (g): Prior experience significantly moderates the relationship among the emotion of positive surprise and satisfaction

Age Range

Recently, Moal-Ulvoas (2017) interpreted the relationship between aging, spirituality and the role of positive emotions aim to demonstrate that positive emotions can enhance people‟s feelings that life is meaningful In tourism, age plays an importation role to moderate human emotion For example, older travelers prefer focusing on activities generated positive emotions and maximized emotionally positive interactions and experiences They also tend to react positively to the manmade heritage and artistic beauty with attitudes of admiration and appreciation

significant moderates the relationship between the destination personality trait of not only excitement and destination image but also comfort and destination image However, age does not moderate the relationship between the destination personality trait of sincerity or attractiveness and destination image Although, there are a lot of debates surrounding the age moderator variables on the relationship between positive emotion and destination image or satisfaction Therefore, studying on age moderators are required for further research The series of the hypotheses are conceptualized as follow:

H12 (a): Age significantly moderates the relationship among the emotion of joy and overall image

H12 (b): Age significantly moderates the relationship among the emotion of love and overall image

H12 (c): Age significantly moderates the relationship among the emotion of positive surprise and overall image

H12 (d): Age significantly moderates the relationship among the emotion of love and overall image

H12 (e): Age significantly moderates the relationship among the emotion of joy and satisfaction

H12 (f): Age significantly moderates the relationship among the emotion of love and satisfaction

H12 (g): Age significantly moderates the relationship among the emotion of positive surprise and satisfaction

Gender

et al, 2008) However, there are lacking understanding about the role of gender variable in influencing on overall image and satisfaction through positive emotions Therefore, the hypotheses of this study were established to explore this need:

H13 (a): Gender significantly moderates the relationship among the emotion of joy and overall image

H13 (b): Gender significantly moderates the relationship among the emotion of love and overall image

H13 (c): Gender significantly moderates the relationship among the emotion of positive surprise and overall image

H13 (d): Gender significantly moderates the relationship among the emotion of love and overall image

H13 (e): Gender significantly moderates the relationship among the emotion of joy and satisfaction

H13 (f): Gender significantly moderates the relationship among the emotion of love and satisfaction

H13 (g): Gender significantly moderates the relationship among the emotion of positive surprise and satisfaction

Type of Tour

METHODOLOGY CHAPTER 4

Chapter developed the research hypothesis and models based on Chapter of the theoretical background In this chapter, the studied model is established which is comprised of two factors influencing tourist satisfaction towards their willingness to recommend

Chapter will introduce the details of the study method including the two following parts:

- Research design: this explains the construction of the scales, data sampling procedure, and the process of survey data collection;

- Data analysis process: the measure of validity and reliability of the scales and the test hypotheses based on checking Cronbach‟s alpha coefficient, exploratory factor analysis (EFA), SEM and multi-group analysis

Research Method 4.1.

4.1.1 Preliminary Research

Two steps were applied to conduct this study that includes: 1) Preparatory exploration-qualitative examination; 2) Official research- quantitative examination A qualitative method was used to explore the connection of research factors in the practices because this method is based on a less organized structure in explanation which contributes new concepts A quantitative method was used to test hypotheses which well organized the structure and the questions

4.1.2 Offical Research

The data was collected through both online surveys and offline surveys After that, analysis data was collected by SPSS software 20 and AMOS 21

Research Process 4.2.

- The first step: Building the conceptual research model and hypothesis based on the literature review Selecting the survey questions and the measurement scales as appropriate to the research model Composing a draft of appropriate survey questionnaires in both English and Vietnamese by Google survey and hardcopy paper survey

- The second step: Performing a pilot test by collecting the comments of 12 interviewees with the draft of survey questionnaires aiming to adjust errors in survey questionnaires before disseminating them officially

- The third step: Launching the official survey questionnaires to collect the data The online surveys were conducted by posting on Facebook and social network community page The offline survey was collected through travel agencies and freelance tour guides in Hanoi

- The fourth step: Using SPSS version 20 to examine the reliability of the scales (Cronbach‟s alpha reliability coefficient), and to check the quality of all the measurement models (Confirmatory Factor Analysis (“CFA”)) Finally, Using Amos 21 to test the hypotheses (SEM and multi-group analysis)

Measurement Scale 4.3.

The research model consists of six factors including joy, love, positive surprise, overall image, satisfaction; and recommend behavior Based on previous studies, the measurement methods were designed for this study

5-item scale (warm-hearted, affection, caring, love, and tenderness), and emotion of Positive Surprise is measured by 5-item scale (amazement, astonishment, surprise, inspiration, fascinated)

To measure the overall destination image, this study uses three (3) items with three (3) different couples of 7-point Likert scales such as “unfavourable-favourable”, “dislike very much- like very much”, and “strongly disagree - strongly agree”

In this study, tourist satisfaction is measured by three (3) questions with three (3) couples of 7-point Likert scales included: “very satisfied -very dissatisfied”, “much worse than expected - much better than expected”, and “strongly disagree - strongly agree

Behavior of the intention of willingness to recommend is measured with three statements The responders evaluate by using their confirmation by 7-point scales ranging from “strongly disagree” to “strongly agree” Additionally, the reliability of the testing question of behavior intention is used “Which tools will you use for your recommendation?” with three items “Have done already”, “Will do”, “Will not do”

The summary of measurement scales is listed in Table as below:

Table 4.1: Measurement scales

# Constructs Items

Code Scales Adapted from Sources Joy (5 items)

Cheerful Joy1

(1=Not at all; 7=very much)

(Hosany & Gilbert, 2010); Hosany & Prayag, 2013);Hosany et al., 2015);

Delight Joy2

Enthusiasm Joy3

Joy Joy4

Pleasure Joy5

2 Love (5 items)

Affection Lov1

Caring Lov2

Love Lov3

Tenderness Lov4

Warm-hearted Lov5 Positive surprise (5 items)

Amazement Sur1

# Constructs Items Code Scales Adapted from Sources

Fascinated Sur3

Inspiration Sur4 Surprise Sur5 Overall destination image (2 items)

“How would you describe the overall image that you have of that destination (s) after the experience”? Ima1

(1= “Unfavorable”; = “favorable”)

(Assaker 2013; Wang and Hsu, 2010)

“How would you describe your overall feeling about that destination (s)”? Ima2

(1 = “dislike very much”;7= “liked very much”)

(Hosany, Ekinci, Uysal,2006; The image that I have

of that destination (s) is as good or even better than other similar destinations in other countries

Ima3

Strongly disagree -Strongly agree

Ferns and Walls, (2012) [42], Baloglu and McCleary (1999), Beerli and Martín (2004), Huong,2015) Satisfaction (2 items)

“How would you describe your overall satisfaction with your stay in that destination

(s)”? Sat1

Very satisfied - very

dissatisfied (Assaker 2013) “Overall, compared to

your expectations, how would you rate your experience with the destination (s)” Sat2

Much worse than expected-Much better than expected

(Hosany and Gilbert, 2010) “My visit to that

destination(s) is worth my time and effort” Sat3

Strongly disagree

-Strongly agree (Chen,2013)

6 Recommend ation

Recommend to friends and family

Rec1

Strongly disagree -Strongly agree

(Bigne 2005, Bosnjak et al 2011; Lee, Petrick, and Crompton 2007; Lee and Xie 2011) Oliver 1997; Savaş et al 2013; Wang 2017 Encourage others to

visit

Rec2

“Tell positive to others”

Data Analysis Method 4.4.

SPSS software version 20.0 and AMOS 21 were used to analyse the collected data as the research model is duly complicated due to the combination of independent – dependent-variables of overall image and satisfaction

- The first step, was to summarize the factors in measurements by using Descriptive statistics function;

- The second step, was to assess the validity and reliability of measuring scale by using Cronbach' coefficient alpha (Cronbach's Alpha);

- The third step, analysed factors to combine the variables into a smaller number of variables and the relationship between those variables by Factor analysis function;

- The fourth step, tested the research model and hypotheses by using

Confirmation Factor Analysis (“CFA”) and Structural Equation Model (“SEM”); - Finally, compared the mean of those factors and analysed the impact of demographics on knowledge sharing and individual barriers by multi-group analysis.

Sampling and Data Collection 4.5.

4.5.1 Target Population

The target population of this research is foreign tourists who have travelled to a few famous places in Vietnam at least once time

4.5.2 Sample Size

There are 246 survey data collected during the main survey collection However, only 224 feedbacks were considered appropriate for factor analysis and multiple regression analysis

4.5.3 Data Collection

RESULTS AND FINDINGS CHAPTER 5

This section presents the results analysed from the data collected through SPSS and AMOS software Besides, this section also standardizes the results to shed light on how these stand up to the hypotheses of this study

Sample Profile 5.1.

Table 5.1: Sample profile

Demographic Classification

Proportion (sample, n=224)

N %

Nation Asia 167 74.6

Europe 33 14.7

African

America 14 6.3

Australia 4.0

Gender Female 140 62.5

Male 84 37.5

Age From 16-24 23 10.3

25-34 105 46.9

35-44 57 25.4

45-54 29 12.9

55-64 4.0

More than 64

Religion Buddhism 29 12.9

Christianity 51 22.8

Hinduism 2.2

Islam

No religion 129 57.6

Other 4.0

Income Less than 5,000 15 6.7

5,001-10,000 27 12.1

10,001-20,000 69 30.8

20,001-30,000 53 23.7

More than 30,000 60 26.8

Education “PhD 4.0

Master‟s degree 102 45.5

Bachelor's degree 107 47.8

Diploma level” 2.2

No qualifications

Repeat “No previous visit 69 30.8

1-2 times 102 45.5

3-4 times 27 12.1

More than times” 26 11.6

Descriptive Statistics and Internal Consistency Reliability Test 5.2.

Table 5.2: Descriptive statistics and reliability test

Observed Variable Code Mean

N

Std Deviatio

n

1st 2nd

Skewn ess Kurto sis Cronbac h "α" Correct ed Item Cronb ach "α" Correcte d Item Joy 5.51

0.978 0.717 0.887 “I feel Cheerful toward that

destination(s)”

Joy1 5.92 1.131

0.732 0.764 -2.288 6.247 “I feel a sense of Delight

toward that destination(s)” Joy2 4.32 2.060 0.108 Delete -.063 -1.338 “I feel a sense of Enthusiasm

toward that destination(s)”

Joy3 5.75 1.275

0.646 0.774 -2.080 4.507 “I feel a sense of Joy toward

that destination(s)”

Joy4 5.76 1.233

0.621 0.747 -1.993 4.401 “I feel a sense of Pleasure

toward that destination(s)”

Joy5 5.79 1.233

0.628 0.734 -1.967 4.525

Love 3.22 1.167 0.739 0.888

“I feel a sense of Affection toward that destination(s)”

Lov1 2.94 1.535

0.647 0.753 842 -.122 “I feel a sense of Caring

toward that destination(s)”

Lov2 3.06 1.638

0.727 0.797 709 -.509 “I feel a sense of Love toward

that destination(s)”

Lov3 3.17 1.575

0.646 0.732 600 -.482 “I feel a sense of Tenderness

toward that destination(s)”

Lov4 3.87 1.961

0.004 Delete 064 -1.162

“I feel Warm-hearted toward that destination(s)”

Lov5 3.05 1.598

0.714 0.735 624 -.669

Positive surprise 5.49 1.220 0.930 0.930

“I feel a sense of Amazement

toward that destination(s)” Sur1 5.56 1.348 0.782 0.782 -2.014 4.065 “I feel a sense of

Astonishment toward that destination(s)”

Sur2 5.52 1.362

0.770

0.770 -1.804 3.308 “I feel Fascinated about that

destination(s)”

Sur3 5.41 1.386

0.825 0.825 -1.808 3.012 “I feel a sense of Inspiration

toward that destination(s)”

Sur4 5.51 1.382

0.865 0.865 -1.803 3.130 “I feel a sense of Surprise

toward that destination(s)” Sur5 5.45 1.416 0.838 0.838 -1.801 3.003

Destination image 5.80 818 0.777 0.777

“How would you describe the overall image that you have of that destination(s) before the experience”?

Ima1 5.92 857

0.633

0.692 -2.227 7.467 “How would you describe

your overall feeling about that destination(s)?”

Ima2 5.72 996

0.686

0.617 -1.526 2.731 “The image that I have of that

destination(s) is as good or even better than other similar destinations in other countries”

Ima3 5.76 1.085

0.546

0.788 -1.898 4.592

Satisfaction 5.23 1.295 0.774 0.774

“How would you describe your overall satisfaction with your stay in that

Sat1 3.81 1.510

0.564

Observed Variable Code Mean N

Std Deviatio

n

1st 2nd

Skewn ess

Kurto sis Cronbac

h "α" Corrected Item

Cronb ach "α" Correcte d Item destination(s)?”

“Overall, compared to your expectations, how would you rate your experience with the destination(s)”

Sat2 4.06 1.598

0.674

0.618 -.063 -1.262 “My visit to that

destination(s) is worth my time and effort”

Sat3 4.48 1.562

0.590

0.715 -.479 -.925

Willingness to recommend 4.12 1.292 0.890 0.890

“I will recommend that destination(s) to other people”

Rec1 5.05 1.520

0.812

0.819 -.995 179 “I will say positive things

about that destination(s) to other people”

Rec2 5.16 1.486

0.776

0.851 -1.273 959 “I will encourage friends and

relatives to visit that destination(s)”

Rec3 5.49 1.274

0.779

0.855 -1.722 2.947

"Note: n = sample size, α= alpha"

Tables presents the results of the descriptive statistics and reliability test All the variables values were ranged from minimum (1) to maximum (7) Emotion variables (joy, love positive surprise) were found as the favourable Among the emotion variables, the respondents evaluated joy as the most favourable with a mean score of 5.51 Besides, the participants rate favourably for destination image with a mean score of 5.80 Satisfaction was also found respectively favourable with a mean score of 5.23 Finally, behavioural intention of willingness to recommend was positively favourable with mean a score of 4.12

Exploratory Factor Analysis (EFA) 5.3.

In this section, exploratory factor analysis (EFA) is applied to test the model with KMO and Barltlett‟s combined with Promax rotation which is appropriate for structural equation modeling (SEM) KMO (Kaiser -Meyer-Olkin) measure of sampling adequacy with KMO ranging from 0.6 to is good factor analysis, and Bartlett‟s test of Sphericity should be significant (Sig.< 0.05) for factor analysis to be considered appropriate Moreover, Total Variance Explained needs to be over 50% and Eigen-value of each factor must above to be accepted Items that are less than 0.5 and items that distribute in or more components/factors with a difference less than 0.3 will be eliminated (Kaiser 1970, 1974 as cited in Garson, 2006)

There were 22 variables grouped into components (see Table 4) after eliminating two variables (“Joy2” and “Lov4”) KMO is 877 in ranging from 0.6 to and Sig 000 less than 0.05 Moreover, the Total Variance Explained is 66.995% over 50% Therefore, EFA in this study was accepted

Table 5.3: Pattern Matrixa

Observed Variable Code

Factor

1 2 3 4 5 6

Observed Variable Code

Factor

1 2 3 4 5 6

“I feel a sense of Pleasure toward that destination(s)” Joy5 .789 “I feel a sense of Joy toward that destination(s)” Joy4 .730 “I will recommend that destination(s) to other people” Rec1 .926 “I will say positive things about that destination(s) to other

people”

Rec2 .827 “I will encourage friends and relatives to visit that

destination(s)” Rec3 .787 “How would you describe your overall feeling about that

destination(s)?”

Ima2 906 “How would you describe the overall image that you have

of that destination(s) before the experience”?”

Ima1 697 “The image that I have of that destination(s) is as good or

even better than other similar destinations in other countries”

Ima3 578 “Overall, compared to your expectations, how would you

rate your experience with the destination(s)”

Sat2 .868 “How would you describe your overall satisfaction with

your stay in that destination(s)?”

Sat1 .673 “My visit to that destination(s) is worth my time and effort” Sat3 .639

Extraction Method: Principal Axis Factoring a Rotation converged in iterations

Table 5.4: Total Variance Explained

Factor

Initial Eigenvalues Extraction Sums of Squared Loadings

Rotation Sums of Squared Loadingsa

Total

% of

Variance Cumulative % Total

% of

Variance Cumulative % Total

1 7.439 33.815 33.815 7.126 32.393 32.393 5.101 2.795 12.703 46.518 2.499 11.358 43.750 3.611 2.247 10.212 56.730 1.948 8.856 52.607 4.743 1.773 8.060 64.790 1.442 6.554 59.160 4.471 1.336 6.071 70.861 936 4.256 63.416 3.788 1.125 5.113 75.974 787 3.579 66.995 3.481 659 2.995 78.969

Factor

Initial Eigenvalues Extraction Sums of Squared Loadings

Rotation Sums of Squared Loadingsa

Total

% of

Variance Cumulative % Total

% of

Variance Cumulative % Total

9 457 2.079 83.203 10 442 2.008 85.212 11 401 1.823 87.035 12 348 1.582 88.617 13 343 1.558 90.175 14 336 1.527 91.702 15 312 1.420 93.122 16 297 1.348 94.470 17 281 1.278 95.748 18 225 1.021 96.769 19 209 951 97.720 20 193 875 98.595 21 166 756 99.352 22 143 648 100.000

Extraction Method: Principal Axis Factoring

a When factors are correlated, sums of squared loadings cannot be added to obtain a total variance Testing Research Model Using Structural Equation Modelling (“SEM”) 5.4.

The research model of this study is a complicated model Thus, this study applied Structural Equation Modelling (“SEM”) to validate the model This approach was chosen because of its ability to test relationships between constructs with multiple measurement items (Joreskog and Sornbom, 1996) To apply SEM for the model building process, most researchers use two stages as follows:

5.4.1 Confirmatory Factor Analysis (CFA)

AMOS Software 21 was used for CFA The latent variables were illustrated in the diagram below

Figure 5.1: Confirmatory Factor Analysis (CFA)

Table 5.5: Fit indices for the test model result (CFA)

# Fit indices Reference source Guideline

Model testing result

1 “Chi-square significant (CMIN)” Barrett, 2007 P <0.05 0.000

“Chi-square/Degree of Freedom

(CMIN/DF)” Tabachnick and Fidell, 2007 (<2); Wheaton et al, 1977 (<5) < – 1.27

“Root Mean Square Error of

Approximation (RMSEA)” Steiger, 1990 < 0.1 0.035 “Goodness of Fit (GFI)” Bentler & Bonett, 1980 > 0.90 0.909 “Comparative Fit Index (CFI)” Bentler & Bonett, 1980 > 0.90 0.982 “Tucker – Lewis Index (TLI) “ Bentler & Bonett, 1980 > 0.90 0.979

Guideline source: Hooper, Coughlan, & Mullen ( 2008)

Compared with model fit indices, the measurement model of this study was satisfied and considered as a good fit of the model fit indices P-value of all the indices were less than 0.05 Chi-square (0.000) less than and RMSEA (0.035) less than 0.1 Other indices consist of GFI (0.909); CFI (0.982); and TLI (0.979) over than cut off requirements at over 0.90

Moreover, the standard factor loadings were more than the indices requirement of 0.5 (Tabachnick and Fidell,2013) Additionally, the Composite Reliability (“CR”) and Average Variance Extracted (“AVE”) were satisfied which were over than cut off requirements of reliability (CR) and validity (AVE), in which, CR >0.7 (Nunnally and Berstein, 1994); AVE > 0.5 (Fornell and Larcker,1981) Hence, the reliability of model measurement scales is appropriate Those indices were calculated based on the formulations below:

Composite Reliability (“CR”) Average Variance Extracted

(“AVE”)

Table 5.6: Measurement model

Observed Variable Simple

Standard factor loadings

Composite

reliability AVE

Joy 0.89 0.67

“I feel Cheerful toward that destination(s)”

Joy1 0.88

“I feel a sense of Enthusiasm toward that

destination(s)”

Joy3 0.82

“I feel a sense of Joy toward that destination(s)”

Joy4 0.73

“I feel a sense of Pleasure toward that

destination(s)”

Joy5 0.79

Love 0.89 0.67

“I feel a sense of Affection toward that destination(s)”

Lov1 0.84

“I feel a sense of Caring toward that destination(s)”

Lov2 0.87

“I feel a sense of Love toward that destination(s)”

Lov3 0.75

“I feel Warm-hearted toward that destination(s)”

Lov5 0.81

Positive surprise 0.93 0.73

“I feel a sense of Amazement toward that destination(s)”

Sur1 0.84

“I feel a sense of Astonishment toward that

destination(s)”

Sur2 0.77

“I feel Fascinated about that destination(s)”

Sur3 0.87

“I feel a sense of Inspiration toward that

destination(s)”

Sur4 0.89

“I feel a sense of Surprise toward that

destination(s)”

Sur5 0.88

Destination image 0.79 0.57

“How would you describe the overall image that you have of that destination(s) before the experience”?

Ima1 0.70

“How would you describe your overall feeling

about that destination(s)?”

Ima2 0.91

“The image that I have of that destination(s) is as

good or even better than other similar destinations in other countries”

Ima3 0.58

Satisfaction 0.78 0.54

“How would you describe your overall satisfaction with your stay in that destination(s)?”

Sat1 0.67

“Overall, compared to your expectations, how

would you rate your experience with the destination(s)”

Sat2 0.87

“My visit to that destination(s) is worth my time

and effort”

Sat3 0.64

Observed Variable Simple

Standard factor loadings

Composite

reliability AVE

Willingness to recommend 0.89 0.73

“I will recommend that destination(s) to other people”

Rec1 0.93

“I will say positive things about that destination(s)

to other people”

Rec2 0.83

“I will encourage friends and relatives to visit that

destination(s)”

Rec3 0.79

5.4.2 Structural Model Test and Hypotheses Test

Maximum Likelihood Estimation (MLE) technique associated with Structural Equation Modeling is applied to test hypotheses about the relationships between Satisfaction (Sat) and other factors including positive emotions (Joy, Lov, Sur), Overall Image (Ima), Willingness to recommend (Rec) The indices were satisfied with standard of model fit indices as mentioned above ({CFI (0.976), GFI (0.904), TLI (0.972)} >0.9; RMSEA=0.04<0.1; Chiquare/dif = 1.353 <2) The result shows that the model well fits the sample data

Although most of the items‟ indices have P-value that was satisfied with signification at (p<0.05), there is only the hypothesis of H6 “The emotion of Positive surprise has a positive influence on satisfaction with a destination” that were not supported because p =0.707 was much over than 0.05

Table 5.7: Regression weights

Variables Estimate S.E C.R P

Ima < - Sur 0.224 0.055 4.103 ***

Ima < - Lov 0.094 0.043 2.172 0.03

Ima < - Joy 0.133 0.065 2.046 0.041

Sat < - Ima 0.398 0.142 2.8 0.005

Sat < - Joy 0.34 0.106 3.224 0.001

Sat < - Lov 0.187 0.07 2.671 0.008

Sat < - Sur -0.034 0.09 -0.376 0.707

Rec < - Sat 0.42 0.083 5.046 ***

Rec < - Ima 0.612 0.125 4.903 ***

Sur4 < - Sur

Sur5 < - Sur 0.989 0.052 19.068 ***

Sur3 < - Sur 0.962 0.051 18.822 ***

Sur1 < - Sur 0.885 0.053 16.755 ***

Sur2 < - Sur 0.879 0.054 16.213 ***

Lov2 < - Lov

Lov1 < - Lov 0.873 0.061 14.36 ***

Lov5 < - Lov 0.884 0.064 13.789 ***

Lov3 < - Lov 0.877 0.063 13.917 ***

Joy3 < - Joy

Joy1 < - Joy 0.867 0.061 14.268 ***

Joy5 < - Joy 0.899 0.067 13.335 ***

Joy4 < - Joy 0.927 0.067 13.897 ***

Rec1 < - Rec

Rec3 < - Rec 0.81 0.051 15.969 ***

Rec2 < - Rec 0.92 0.06 15.42 ***

Sat2 < - Sat

Sat1 < - Sat 0.751 0.087 8.624 ***

Sat3 < - Sat 0.891 0.093 9.585 ***

Ima2 < - Ima

Ima1 < - Ima 0.792 0.074 10.668 ***

Moderator Analysis 5.5.

To answer the research questions regarding the moderation of type of group and socio-demographic variables (e.g., culture background, prior experience, age, and gender) on tourists‟ emotional experiences, overall image and satisfaction, this study used a multi-group analysis technique to test the differences However, the number of observed variables in each group of moderators (culture background, prior experiences, and age) were less than 50 Therefore, they were not enough for applying multi-group analysis in Amos In consequence, moderators of gender and type of group and were analysed only

To analysis the differences among gender, and type of group through SEM model, the paper implemented two steps:

First, setup and examine two models: 1) mutable model: Estimated parameters in each model of groups are not bound; 2) Immutable model: the measurement component is not bound However, the relationships of the concepts in the research model are constrained equally to all groups

Second, compare Chi-square examination between the mutable model and immutable model If P-value > 0.05 means that it is no difference between the two models, thus constraint model is selected and reversed Selection is based on two hypotheses:

H0: Chi-square is the same in both constraint model and unconstraint model H1: Chi-square is different between constraint model and unconstraint model

5.5.1 Differences Among Gender

5.5.2 Differences Among Type of Group

The result found that P-value=0.3608 >0.05 which mean H0 is accepted and H1 is rejected Consistent with the moderator of gender, type of tour does not support the moderation of the relationship of tourist emotional experiences on overall image, satisfaction, and willingness to recommend

Hypotheses Results 5.6.

Most of the main hypotheses were supported except for positive surprise and satisfaction Among socio-demographic variables, there were only gender and type of tour were tested, however, the results were not supportive The results of the hypotheses are listed below:

Table 5.8: Results of Hypotheses

Hypotheses Results

H1: The emotion of Joy has a positive influence on overall image Supported H2: The emotion of Love has a positive influence on overall image Supported H3: The emotion of Positive Surprise has a positive influence on overall image Supported H4: The emotion of Joy has a positive influence on tourist satisfaction with a destination Supported H5: The emotion of Love has a positive influence on tourist satisfaction with a destination Supported

H6: The emotion of Positive surprise has a positive influence on satisfaction with a destination Not - Supported

H7: A more favourable overall image will result in higher level of tourist satisfaction with a

destination Supported

H8: A more favourable overall image will result in higher propensity to recommend the destination Supported H9: A higher level of tourist satisfaction with a destination will result in higher propensity to

recommend the destination Supported H10 (a): Cultural background significantly moderates the relationship among the emotion of joy and

overall image Not-Tested H10 (b): Cultural background significantly moderates the relationship among the emotion of love and

overall image Not-Tested H10 (c): Cultural background significantly moderates the relationship among the emotion of positive

surprise and overall image Not-Tested H10 (d): Cultural background significantly moderates the relationship among the emotion of love and

overall image Not-Tested H10 (e): Cultural background significantly moderates the relationship among the emotion of joy and

satisfaction Not-Tested H10 (f): Cultural background significantly moderates the relationship among the emotion of love and

satisfaction Not-Tested H10 (g): Cultural background significantly moderates the relationship among the emotion of positive

Hypotheses Results

H11 (a): Prior experience significantly moderates the relationship among the emotion of joy and

overall image Not-Tested H11 (b): Prior experience significantly moderates the relationship among the emotion of love and

overall image Not-Tested H11 (c): Prior experience significantly moderates the relationship among the emotion of positive

surprise and overall image Not-Tested H11 (d): Prior experience significantly moderates the relationship among the emotion of love and

overall image Not-Tested H11 (e): Prior experience significantly moderates the relationship among the emotion of joy and

satisfaction Not-Tested H11 (f): Prior experience significantly moderates the relationship among the emotion of love and

satisfaction Not-Tested H11 (g): Prior experience significantly moderates the relationship among the emotion of positive

surprise and satisfaction Not-Tested H12 (a): Age significantly moderates the relationship among the emotion of joy and overall image Not-Tested H12 (b): Age significantly moderates the relationship among the emotion of love and overall image Not-Tested H12 (c): Age significantly moderates the relationship among the emotion of positive surprise and

overall image Not-Tested H12 (d): Age significantly moderates the relationship among the emotion of love and overall image Not-Tested H12 (e): Age significantly moderates the relationship among the emotion of joy and satisfaction Not-Tested H12 (f): Age significantly moderates the relationship among the emotion of love and satisfaction Not-Tested H12 (g): Age significantly moderates the relationship among the emotion of positive surprise and

satisfaction Not-Tested

H13 (a): Gender significantly moderates the relationship among the emotion of joy and overall image Not - Supported H13 (b): Gender significantly moderates the relationship among the emotion of love and overall

image Not - Supported

H13 (c): Gender significantly moderates the relationship among the emotion of positive surprise and

overall image Not - Supported H13 (d): Gender significantly moderates the relationship among the emotion of love and overall

image Not - Supported

H13 (e): Gender significantly moderates the relationship among the emotion of joy and satisfaction Not - Supported H13 (f): Gender significantly moderates the relationship among the emotion of love and satisfaction Not - Supported H13 (g): Gender significantly moderates the relationship among the emotion of positive surprise and

satisfaction Not - Supported H14 (a): Type of tour (group tour/ independent tour) significantly moderates the relationship among

the emotion of positive surprise and overall image Not - Supported H14 (b): Type of tour (group tour/ independent tour) significantly moderates the relationship among

the emotion of positive surprise and satisfaction Not - Supported H14 (b): Type of tour (group tour/ independent tour) significantly moderates the relationship among

the overall image and willingness to recommend Not - Supported H14 (c): Type of tour (group tour/ independent tour) significantly moderates the relationship among

the overall image and willingness to recommend Not - Supported H14 (d): Type of tour (group tour/ independent tour) significantly moderates the relationship among

DISCUSSION, IMPLICATIONS, CHAPTER 6

ECOMMENDATIONS

This section presents the conclusions, implication, limitation, and recommendation for later researches are also mentioned

Discussion 6.1.

The findings from the survey data analysis provide the explanations for the research questions as follows:

First, Joy and Love have contributed to creating the antecedents in the relationship among overall image, satisfaction, and willingness to recommend in Vietnam Joy and Love were emotional experiences of international tourists had with Vietnam image after experiencing it Hence, those emotions contributed to satisfy international tourists and encouraged them to recommend Vietnam image to their friends

Second, Positive Surprise had effected on Overall Image however it did not support the satisfaction of the tourists Thus, it did not affect the intention to Recommend Vietnam among the independent and group tourists Additionally, these types of tours did not impact these relationships

Third, Socio-demographic variable of age and type of tour had no effects on the relationship among tourists‟ emotional experiences, overall image, and satisfaction

In prior studies, the surprise was considered as a key component of satisfaction (Westbrook and Oliver 1991) In addition, the results of prior studies relevant to the relationship among emotional experiences, overall image and satisfaction are confirmation for these concepts (Hosany and Prayag,2013; Sharma and Nayak,2018) regardless different contexts However, the research results in Vietnam context opposites with the previous relationship results of variables such as emotional experiences, overall image, and satisfaction Positive surprise did not support for the relationship of emotional experiences with satisfaction while joy and love were supported In the tourism area, delight used to be considered as the highest level of tourists‟ satisfaction According to Plutchik (1980), there is a related relationship between delight and positive surprise Based on this concept, it is said that the foreign tourists visiting Vietnam are not satisfied at the highest level Nevertheless, this study did not examine the negative surprise to qualify of tourists‟ surprise emotion followed by respectively, positive and negative affective reactions Furthermore, the study did not include the tourism service quality to measure the surprise emotion which suggested by some foreign tourists during the survey Therefore, the findings of the study are interesting to suggest the further investigation of surprise emotion in Vietnam context among tourism service quality mediated by negative surprise

In the literature review, positive surprise is often associated with joy to create the delighted feeling and contribute to satisfying the customers However, the study results pointed out the mixture of emotions (joy, love, and positive surprise) are different toward satisfaction mediated by different contexts Thus, discerning emotions of joy and love impact tourist‟s satisfaction and willingness to recommend Vietnam as a tourist destination is necessary to improve the tourism marketing strategies

Limitation and Recommendation 6.2.

First, the limitation of language, the different language and culture partly affects the quality of the survey in a different way (Russell, 1991) English was used as the main language in conducting the survey However, Asian participants accounted for 74.6% Most of them came from various countries where English is not their mother tough language such as Japan, Malaysia, Philippine, Myanmar, Cambodia, China, Taiwan, Thailand, India…Moreover, the categorize emotions of DES model are similar in translation from English to other languages Hence, future research should apply multi-languages in survey questionnaires and explanation of emotion definition for appropriate candidates

Second, the survey was undertaken by both methods which were online and offline However, the usable data was collected by an online survey on foreign social network community pages Thus, the participants were not diversified For future study, offline methods should be used more widely

Third, there are some demographic moderators of cultural background, age, and prior experiences that were not analyzed due to the insufficient observation variables Therefore, further study should cover all these in a sufficient manner

Fourth, the study only focused on examining positive emotions omitting negative emotional factors The findings of unsupported positive surprises and satisfaction derived from an imbalance in the emotion study model Hence, further study should consider adding negative emotions for analysis, especially the emotion of negative surprise

Conclusion 6.3.

The results of this study addressed the research objectives which are: 1) emotional experiences have significant effects on overall image, satisfaction, and both effect on willingness to recommend in Vietnam context; 2) foreign tourists have many emotional levels of joy and love rather than positive surprise when they visit Vietnam; 3) joy, love directly impact the two variables satisfaction and overall image and since then, effect willingness to recommend; 4) the relationship between emotional variables (joy/p surprise/love) and tourists‟ satisfaction not point to differences among the type of tour and gender

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APPENDIX

SURVEY QUESTIONAIRES IN ENGLISH Tourists’ Emotional Experience in Vietnam

My name is Phan Thi Thanh Tam, I am conducting a research for my master thesis on tourists‟ emotional experience in Vietnam

I would appreciate if you cooperate to fill all your answers in this survey report Completing the questionnaire will take about 10 minutes There are no "right" or "wrong" answers, just answer the questions honestly according to your personal experience and feeling Select the answer that applies to you the best in this moment

All responses and information, which you provided, will be used for my research only No individual information will be tracked

Thank you for your cooperation!!!

1 a) Which place(s) in Vietnam have you visited?

☐ Hanoi ☐Ha Long ☐Cat Ba ☐Sapa

☐Hue ☐Ninh Binh ☐Quang Binh ☐Nha Trang

☐Da Lat ☐Da Nang - Hoi An ☐Phu Quoc ☐Ho Chi Minh ☐Vung Tau ☐Phan Thiet

☐Others:……… b) Which place (s) is/are your last visit?

……… c) Number of previous visits

☐ No previous visit ☐ 1-2 times

☐ 3-4 times

1 d) When was your last visit? ☐ Within past months ☐ 4-6 months

☐ 7-12 months ☐ 1-2 years

☐ More than years

2 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”)

Question

7 scales Not

at all

Very much JOY

2 a “I feel Cheerful toward that destination (s)” b “I feel a sense of Delight toward that destination (s)” c “I feel a sense of Enthusiasm toward that destination (s)” d “I feel a sense of Joy toward that destination (s)” e “I feel a sense of Pleasure toward that destination (s)”

LOVE

2 f “I feel a sense of Affection toward that destination (s)” g “I feel a sense of Caring toward that destination (s)” h “I feel a sense of Love toward that destination (s)” i “I feel a sense of Tenderness toward that destination (s)” j “I feel Warm-hearted toward that destination (s)”

POSITIVE SURPRISE

2 o “I feel a sense of Surprise toward that destination (s)”

3 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”)

3 a “How would you describe the overall image that you have of that destination

(s) after the experience”?”

unfavorable favorable

1

3 b

“How would you describe your overall feeling about that destination (s)?”

disliked very much

liked very much

1

3 c

“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

1

4 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”)

4 a “How would you describe your overall satisfaction with your stay in that

destination?” very unsatisfactor y very satisfactor y

1

6

4 b

“Overall, compared to your expectations, how would you rate your experience with

the destination” Much worse than expected Much better than expected

6

4 c “My visit to that destination(s) is worth my time and effort”

Strongly disagree

Strongly agree

6

5 Please circle O to select items which ones closer to your willingness to

recommend according to the following scales (from 1= “strongly disagree”

Strongly disagree

Strongly agree a “I will recommend that destination (s) to other people” b “I will say positive things about that destination (s) to other people” c “I will encourage friends and relatives to visit that destination (s)”

5 d Which tools will you use for your recommendation?

Have done already

Will

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 ☐ ☐ ☐

6 Demographics

6 a What is your nationality?

-

6 b Gender: ☐Male ☐Female ☐Not prefer to say c Age:

☐From 16-24 ☐25-34 ☐35-44

☐ 45-54 ☐ 55-64 ☐ ☐More than 64

6 d Religion

6 e Annual personal income (USD) ☐ Less than 15,000

☐ 15,000-24,999 ☐ 25,000-34,999 ☐ More than 35,000

6 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 ☐ ☐ ☐ ☐

6 h Main purpose for trip

☐ Leisure vacation ☐ Meeting or event ☐ Friends or family ☐ Business trip ☐ Other

7.Your comments for this survey :………

……… ……… ………

SURVEY QUESTIONAIRES IN VIETNAMESE TÁC ĐỘNG CỦA NHỮNG TRẢI NGHIỆM CẢM XÚC

ĐẾN SỰ HÀI LÒNG CỦA DU KHÁCH

Tôi 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 Không có thơng tin cá nhân bị tiết lộ

Cảm ơn hợp tác bạn!!!

1 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

1 d) Lần cuối bạn đến thăm quan (các) địa điểm nào? ☐ Within past months

☐ 1-2 years

☐ More than years

2 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)

Câu hỏi

7 thang đo Khơng

có gì

cả

Rất nhiều VUI SƯỚNG

2 a Tôi cảm thấy vui vẻ (các) điểm đến b Tơi cảm thấy hân hoan (các) điểm đến c Tôi cảm thấy say mê (các) điểm đến d Tôi cảm thấy vui sướng (các) điểm đến e Tôi cảm thấy hài lịng (các) điểm đến

YÊU MẾN

2 f Tơi cảm thấy u thích (các) điểm đến g Tôi quan tâm đến (các) điểm đến

2 h Tơi u (các) điểm đến

2 i Tôi cảm nhận dịu dàng (các) địa điểm j Tôi cảm thấy ấm lịng (các) điểm đến

NGẠC NHIÊN TÍCH CỰC

2 k Tôi cảm thấy sửng sốt tới (các) địa điểm l Tơi cảm thấy ngạc nhiên (các) điểm đến m Tôi cảm thấy bị hút tới (các) điểm đến n Tôi cảm thấy truyền cảm hứng tới (các) địa điểm o Tôi cảm thấy bất ngờ tới (các) địa điểm

3 Vui lòng khoanh tròn O để chọn mục gần với nhìn tổng quan bạn

theo tỷ lệ sau (từ = không tốt đến = tốt) (từ = không thích nhiều đến 7= thích nhiều)

3 a

về (các) điểm đến sau trải

nghiệm

3 b

Cảm xúc chung bạn (các) địa điểm nào?

Khơng thích nhiều

Thích nhiều

1

3 c

Hình ảnh bạn có (các) điểm đến tốt chí so với

các điểm đến tương tự đất nước khác

Rất không đồng ý

Rất đồng ý

1

4 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)

4 a Hãy mô tả mức độ hài lòng chung bạn kỳ nghỉ

(các) điểm đến

Rất khơng hài lịng

Rất hài lòng

4 b

Nhìn chung, so với mong đợi bạn, bạn đánh giá trải nghiệm với(các) điểm

đến

Tệ mong đợi

Tốt nhiều so với mong

đợi

4 c

Chuyến tham quan (các) điểm đến đáng giá thời gian

nỗ lực

Rất không đồng ý Rất đồng ý

1 5 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

Rất đồng ý a Tơi giới thiệu (các) địa điểm cho người khác b

Tơi nói điều tích cực (các) địa điểm

cho người khác

5 c

Tôi khuyến khích bạn bè người thân đến thăm

5 d Bạn dùng phương tiện để giới thiệu?

Đã thực

Sẽ thực

Khơng có ý định thực

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 ☐ ☐ ☐

6 Nhân học

6 a Quốc tịch bạn gì?

-

6 b Giới tính: ☐Nam ☐Nữ ☐Khơng tiện nói

6 c Tuổi:

☐Từ 16-24 ☐25-34 ☐35-44

☐ 45-54 ☐ 55-64 ☐ ☐Nhiều 64

6 d Tôn giáo

Châu Á Châu Âu Châu Mỹ Châu Phi Úc Ấn Độ Khác Thiên chúa giáo ☐ ☐ ☐ ☐ ☐ ☐ ☐

Hồi giáo ☐ ☐ ☐ ☐ ☐ ☐ ☐ Kito Giáo ☐ ☐ ☐ ☐ ☐ ☐ ☐ Hindu ☐ ☐ ☐ ☐ ☐ ☐ ☐ Phật giáo ☐ ☐ ☐ ☐ ☐ ☐ ☐ Đạo Mẫu ☐ ☐ ☐ ☐ ☐ ☐ ☐ Không tôn giáo ☐ ☐ ☐ ☐ ☐ ☐ ☐ Khác ☐ ☐ ☐ ☐ ☐ ☐ ☐ e Thu nhập cá nhân hàng năm (USD)

- ☐ Tiến sĩ - ☐ Thạc sĩ - ☐ Cử nhân

- ☐ Tốt nghiệp phổ thơng - ☐ Khơng có cấp - ☐ Khác:……… g Người đồng hành

Đi Người yêu/Gia đình Bạn bè Khác

Đi tự túc ☐ ☐ ☐ ☐ Đi theo đoàn ☐ ☐ ☐ ☐

6 h Mục đích chuyến

☐ Nghỉ dưỡng ☐ Họp kiện ☐ Gặp gỡ bạn bè gia đình ☐ Đi công tác ☐ Khác

7.Ý kiến bạn bảng khảo sát ………

Rất cảm ơn bạn tơi giúp đỡ tơi hồn thành bảng khảo sát Câu trả lời bạn quý giá Một lần nữa, cảm ơn bạn nhiều lịng