THE ANALYSIS OF FACTORS AFFECTING TOURISTS’ SATISFACTION
WITH SERVICE QUALITY IN U MINH THUONG NATIONAL PARK,
KIEN GIANG PROVINCE
Abstract
The study aims to analyze the factors affecting the satisfaction of tourists with eco-tourism services at U Minh Thuong National Park, Kien Giang Province. A research was conducted with 215 tourists visiting U Minh Thuong National Park ecotourism. The data are tested with Cronbach’s alpha, and the exploratory factor analysis (EFA) to determine the factors that affect the level of the tourists’ satisfaction with the ecotourism service of U Minh Thuong National Park. Finally, a multi-variable regression is used to find the variables affecting tourists’ satisfaction. The results show 05 factors affecting the satisfaction of tourists about ecotourism services in U Minh Thuong National Park, including “natural resources”, “infrastructure”, “accommodation facilities”, “service prices”, and “Service style”. In which, the factor “Natural resources” has the highest impact while the factor “Service style” has the lowest impact. The study proposes solutions to increase tourist satisfaction and improve people’s behavior, which contribute to enhancing U Minh Thuong National Park’s services and attracting more tourists.
Keywords: Satisfaction, Tourism, U Minh Thuong National Park.
JEL classification: M31, M37.
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
