Factors Affecting the Satisfaction of Visitors to Đà Lạt Flower Festival 2012

Abstract

The research aims to investigate factors affecting the satisfaction of visitors to a national festival, i.e. the ?? L?t Flower Festival 2012, on the basis of 500 respondents visiting the festival. The SERVQUAL by Parasuraman et al. (1988) with some adjustments is used. The SPSS software is also employed to perform the Cronbach?s alpha, EFA, and multiple regression analysis. The results indicate that the visitors? satisfaction is sharply affected by five following factors, in order of importance, (1) tangibles, (2) empathy, (3) responsiveness, (4) reliability, and (5) assurance. The research also extends several recommendations to the festival organizers in order to enhance the service quality and the visitor?s satisfaction.http://jabes.ueh.edu.vn/Home/SearchArticle?article_Id=923f6f83-fcb6-4bce-88e9-9528b9b8d5aa