Factors influencing tourists’ satisfaction with the service quality at Ong De ecological tourism village, Can Tho City

Abstract

The purpose of this study is to analyze the factors influencing tourists' satisfaction with the service quality at Ong De Ecological Tourism Village, Phong Dien District, Can Tho City. The study collected 146 participants through complete questionnaires. Research methods including evaluating the reliability of the scales, exploratory factor analysis, correlation analysis, and multiple linear regression analysis were used to analyze the data. The results show that three factors influence tourists' satisfaction with the service quality at Ong De Ecotourism Village: the reliability, the assurance and the empathy. Among these, the assurance has the strongest impact, while the empathy has the weakest. Based on the research findings, some managerial implications are proposed to provide suggestions for tourism businesses to improve and enhance service quality at Ong De Ecological Tourism Village in the future.