- International Conference on Marketing in the Connected Age (MICA-2018), October 6 th , 2018 Danang City, Vietnam. - Factors Affecting the Satisfaction Levels of Visitors with Tourism Service Quality in Phu Quoc Island. - The objective of this study is to propose some solutions to improve visitors’ satisfaction to Phu Quoc Island.. - The data of the study were collected from domestic and foreign tourists to the island. - In the research, descriptive statistical methods, Cronbach Alpha reliability coefficient, factor analysis and regression analysis are used. - The results show the positive points to be promoted and the negative points to be overcome then the researchers propose solutions to improve the satisfaction levels of visitors when experiencing tourist services in Phu Quoc in the future.. - In the development of Vietnam tourism, it is impossible not to mention the highlight of "Phu Quoc Beach Tourism". - The island is considered to be the most beautiful and largest in Vietnam today with the area of 589.23 square kilometers and a population of 103,000. - In addition, Phu Quoc is gifted with naturally wild but charming beauty with the long romantic coast, the coconut trees reflecting themselves on the shore of the white sand as to invite visitors to the island. - According to Rough Guides magazine, Phu Quoc owns two of Vietnam's 20 most beautiful beaches - Bai Dai and Bai Sao. - This is considered a valuable record as it is the basis for promoting the image of Phu Quoc tourism to domestic and foreign tourists. - At present, domestic and foreign investors have put their money in the construction of many tourism businesses on the island, contributing to the economic development of the island. - In 2015 the number of visitors to Phu Quoc was about 850,000 (including approximately 35% international visitors) with the total turnover of 1.9 trillion and the growth rate of over 30%.. - Although there are many favorable factors for the development of marine tourism, in recent years the tourism industry of Phu Quoc has not been able to fully exploit its potentials. - The quality of the tourism service is not good enough to best satisfy tourists, which limits the development of Phu Quoc tourism.. - The survey rate was selected based on data of visitor arrivals to Phu Quoc in 2016 and 2017. - variables included in the analysis. - Currently, according to many researchers, the size of the sample is as large as possible (Nguyen Dinh Tho, 2011). - Specifically, in the research model proposed, 30 variables of observations can be used in the EFA. - Therefore, the minimum sample size of the study is 150 (30 x 5). - To ensure the accuracy and resolution of the analytical model, the sample size of this study was 205 observations, which is consistent with the model for the quality of tourism services.. - This research uses descriptive statistical method to analyze the current status of Phu Quoc’s tourism industry and describe the perception of visitors using its tourism services. - It also uses indicators such as relative numbers, absolute numbers, mean, frequency, percentage, standard deviation. - In addition, factor analysis, Cronbach Alpha reliability and Binary Logistic regression analysis are used to find out the main factors of level of satisfaction of travelers using the service in Phu Quoc. - From the research and analysis results, the study proposes some solutions to improve the level of satisfaction of visitors in Phu Quoc.. - Based on an overview of a number of related theories as well as theoretical and empirical studies related to visitor satisfaction, the proposed model for research consists of five factors affecting visitors’ satisfaction:. - Tourism facilities is the style and standard of accommodation facilities available at the destination such as meal quality, room quality, hotel staff attitudes, etc.. - Convenience is common facilities that guests require such as banks, ATMs, telephone services, shopping, Internet, etc.. - of the respondents.. - The model determining the factors of visitors’ satisfaction is as follows:. - Dependent variable Y is the measure of the satisfaction of tourists. - Y receives two values: 1 - Satisfied with the quality of tourism services in Phu Quoc, 2 - Not satisfied with the quality of tourism services in Phu Quoc.. - 3.1 Factors affecting the level of tourist satisfaction with the quality in Phu Quoc 3.1.1 Assess the reliability of the scales. - In this paper, the author examines the reliability scale of the five factors: Photos destinational, Entertainmental activities, Accessibility, Convenience and Tourism facilities.. - The Cronbach's Alpha coefficient has to be 0.6 or higher and the correlation coefficient of variable - total of 0.3 or more will be included in the model (Nunnally, 1978. - Table 1: Evaluation of reliability of the scale. - X11 Phu Quoc Vinpearl Land . - X18 Information about Phu Quoc tourism at airports and harbors. - In the exploratory factor analysis, accepted variables with loading factor of 0.5 or higher (Hair et al, 1998) must also satisfy condition of 0.5 <KMO <. - Bartlet test assumes the hypothesis H0: the correlation of observed variables is zero in the whole. - After 4 rounds of the EFA analysis with guaranteed reliability of testing (loading Factor >. - 0.5), from the first 26 observed variables, three variables are eliminated (factoring factor<0.5) according to the principle of eliminating: one variable with the minimum loading factor will be eliminated first including V10, V5, V14.. - 0, 05 so reject hypothesis H0: observed variables are not correlated in the whole). - Thus, the hypothesis of the factor model is unsuitable and will be rejected, which proves that the data used for factor analysis is perfectly appropriate.. - Table 2: Results of the exploratory factor analysis Observed. - Source: Survey, 2017 Thus, in the factor analysis, there are four columns representing four groups of factors with 23 observed variables. - All variables satisfy the criterion of the factorial analysis method and on this basis we also know each factor of observation variables, as follows:. - 3.1.3 Factors affecting visitors’ satisfaction with the quality of Phu Quoc tourism services. - In this analysis, the author analyzes the regression model of the logistic model - the model of the satisfaction of the visitors with the quality of Phu Quoc tourism services with the Y-value (Satisfaction level) to be a dependent variable, F1, F2, F3, F4 are independent variables with 22 observed variables and these variables are calculated by the average of the observed variables of that factor and multiplied by the factor of demographic (F5: Sex, F6: Age, F7: Education, F8: Occupation, F9: Income).. - Significance level of 5%, ns: this variable is not statistically meaningful The analysis shows that 9 groups of variables are included in the model. - As the result of the model, positive coefficients show that these factors increase the probability of visitors’ satisfaction. - Age, Income of the respondents are statistically significant (sig <5. - From the above results, we have regression equation estimating the factors that affect the satisfaction of tourists with the quality of Phu Quoc tourism services as follows:. - the two groups F2 (Accessibility) and F4 (Photos Destinational) have the most positive correlation effects on visitors’ satisfaction with Phu Quoc tourism service quality with the same coefficient of Beta of 0.566. - Next is the F1 (Tourism Facilities) of 0.270 and finally the F3 (Convenience) with the smallest Beta of 0.266. - Specifically, these groups affect the satisfaction of tourists with the quality of Phu Quoc tourism services as follows:. - From the regression equation, when the satisfaction of visitors with the quality of Phu Quoc tourism services increases by one unit, the group F1 will increase by 0.566 units. - This result shows that it is necessary to constantly improve the image quality of tourism, not only taking advantage of the natural beauty of Phu Quoc but also continuing to promote and enhance that attractive advantage by making a difference in the provision of attached services to make it easier for customers to access and experience some of the ways mentioned in the F1 model as easy to visit the relics, historical sites and to attract tourists from attractive entertainments not only from fishing.. - Having the positive correlation effects of 0.566, the group F2 will also increase by 0.566 if the satisfaction of quality of Phu Quoc tourism services increases by one unit. - The accessibility factor consists of seven major variables, which ensure convenience for visitors such as providing services such as car rental, shopping at local markets, etc. - At the same time, the emotional experience for visitors should be taken into consideration such as ensuring safety and the style of service staff.. - One of the next important factors to ensure visitors’ satisfaction with tourism service quality is the group F1 (Tourism Facility) with the positive correlation coefficient of 0.270. - The reason why visitors value this criterion is that at present, the criteria such as price of hotel rooms, food, etc. - in not only Phu Quoc but all other places are also questionable, especially to foreign tourists. - skills of the tourism employees should be improved to meet the requirements. - For both domestic and foreign visitors, the interaction with the staff is also important to their satisfaction. - If the service attitude of the staff is not enthusiastic, visitors are not satisfied. - It is not just about the facilities of tourism. - At industrialization and modernization time, the demand of visitors is increasing, so group F3 should be continually developed to satisfy visitors. - According to the results, the F3 factor group will increase by 0.266 when the satisfaction with the quality of Phu Quoc tourism service increases by one unit. - For this factor, the satisfaction of the travelers is often public toilets, ATMs, rescue workers.. - are the two demographic variables, these are also subjective factors of visitors’ satisfaction. - In contrast, the level of income is considered to be inversely correlated with the satisfaction (Beta. - This is when the level of income increases by one million VND, the satisfaction decreases by 0.294. - For high income people, the demand for quality of service is also higher, so it is necessary to constantly improve the quality of tourism services to meet the requirements of high-income groups.. - Solutions to improve the level of satisfaction of tourists First, improve the quality of tourism human resources. - Improve the service attitudes of the staff. - This is very important because it will contribute to keeping visitors to Phu Quoc. - This not only makes visitors feel sympathetic to Phu Quoc but also can bring them income from tourism activities in the future.. - Additional services such as medical services and banking services should be added to facilitate the development of tourism services, especially the construction of ATMs in tourist and entertainment areas to stimulate consumption from visitors. - Build more entertainment areas such as bars, karaoke, casinos, gymnasiums, parks, football fields, tennis courts, swimming pools, especially nightlife activities. - Invest in building more sports facilities on the beaches, such as volleyball and football, water sports such as boating, surfing, etc. - to attract more tourists to Phu Quoc.. - It is necessary to concentrate on building and upgrading the transportation system synchronously, especially in rural areas so that there can easily and quickly connection with the urban areas. - Phu Quoc currently has no bus. - It is necessary to repair and upgrade the high speed boats to shorten the travel time between Rach Gia and Phu Quoc and vice versa. - The cruise ships should be equipped with life-saving tools such as life jackets, rescue boats, seasick medicine to ensure safety when fishing. - Add more equipment such as fishing rods, fishing nets so that visitors can easily catch fish because now the boats only provide each guest a very simple fishing rods. - at tourist sites so that tourists feel more comfortable when traveling in Phu Quoc. - Set up cleaning teams at many tourist destinations such as Bai Sao, Bai Khem, Suoi Tranh. - This study examines factors of tourism services quality in Phu Quoc Island as a basis for assessing the quality of tourism services and proposing solutions to improve tourism service quality on Phu Quoc Island. - The results of the measurement model show that, after addition and adjustment of the scale, the reliability and validity of the scale are reached. - The results show that there are four factors with 23 observed variables affecting the quality of tourism services in Phu Quoc. - In addition, two demographic variables - age and income - also have an impact on the quality of tourism services of which age has a positive correlation and income has a negative correlation with tourism service quality. - After analysis, most tourists are satisfied with the quality of their travel services. - However, to develop Phu Quoc tourism comprehensively, it is necessary to promote all existing strengths, overcome limitations and regularly assess the level of satisfaction of visitors then find the appropriate solutions in time, contributing to the satisfaction of tourists then contributing to building the image of the "Pearl Island". - in the heart of tourists and contributing to the development of Phu Quoc tourism to be more and more modern.. - The framework of Tourism: Towards a Definition of Tourism, Tourist, and the Tourist Industry, Annals of Tourism Research, pp.403–404. - Dimensions of tourism satisfaction with a destination area.. - Annals of Tourism Research
Xem thử không khả dụng, vui lòng xem tại trang nguồn hoặc xem
Tóm tắt