Factors Affecting Domestic Tourists’ Satisfaction: The Case of Tam Dao District, Vinh Phuc Province, Vietnam

Abstract

The objective of this paper is to explore the factors affecting the satisfaction of domestic tourists in Tam Dao district, Vinh Phuc province, Vietnam. Through the application of SERVPERF model, the paper investigates the relationships between factors and satisfaction. The paper uses Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equation Modeling analysis (SEM) through SPSS 22 and AMOS 25 software. The results show that the satisfaction of domestic tourists in Tam Dao district is affected by three factors with the order of importance as follows: 1- Reliability; 2- Tangible; 3- Price. Based on our findings, the article implies some solutions to improve the satisfaction level of domestic tourists in Tam Dao district.