ASSESSMENT OF TOURIST SATISFACTION WITH HOI AN ANCIENT TOWN, QUANG NAM PROVINCE

DOI: 10.18173/2354-1067.2025-0011

Abstract

This study assesses tourist satisfaction with Hoi An Ancient Town, a UNESCO World Cultural Heritage site in Vietnam. Data were collected through a questionnaire survey of 162 domestic and international tourists using a five-point Likert scale. Data analysis methods included Cronbach’s Alpha reliability testing, exploratory factor analysis (EFA), descriptive statistics, and multiple regression analysis, conducted using SPSS 20. The results indicate that tourists highly appreciate the cultural heritage, landscape, hospitality of local residents, and safety of the destination, while certain limitations remain in tourism infrastructure and service quality. Key factors influencing satisfaction include tourism resources, services, infrastructure, supporting conditions, demand-side factors, and environmental landscape, with an overall satisfaction score of 4.0 on a five-point scale. These findings provide essential empirical insights into tourist experiences in Hoi An, serving as a foundation for future research on improving tourism quality at this destination