IMPACTS OF TOURISM SERVICE QUALITY ON TOURIST SATISFACTION AT HO CHI MINH CITY DESTINATION
Satisfaction is one of the most important factors affecting visitors’ decisions to come and return to a destination. This study surveyed 227 tourists at different sites in Ho Chi Minh City. The results show that five factors of tourism service quality, namely, Reliability, Responsiveness, Assurance, Empathy, and Tangibles, affect tourists’ satisfaction. Specifically, tourists expect more improved services in all aspects where Responsiveness is the most influential, followed by Tangibles. However, the empathy of the staff was not highly appreciated in terms of visitors’ satisfaction. The study also discusses and proposes managerial implications to improve the satisfaction of visitors to Ho Chi Minh City.