FACTORS AFFECTING VISITOR SATISFACTION WITH SERVICE QUALITY IN TOURIST AREAS OF HA GIANG PROVINCE

Abstract

Ha Giang province, which is famous for its unique natural beauty as well as
diverse culture has recently become a favorite tourist destination in Vietnam. The
issue of how to satisfy increasing number of tourists is vital for the development
of the tourism industry in this northern province. This paper aims to identify
influenced factors to tourist’s satisfaction in Ha Giang province. The data came
from 296 tourists in several destinations in Ha Giang through questionnaire. A
model was tested using quantitative research methods and the results have
shown that tourists' satisfaction with the quality of tourism services at Ha Giang
is influenced by six factors, which are: (1) Empathy, (2) Responsiveness, (3)
Reliability, (4) Serving competency, (5) Local Characteristic, (6) Tangible attributes.
Based on the research results, the authors propose solutions to improve visitor
satisfaction with tourism services in Ha Giang.