Quality of Hue Nam Palace festival in Thua Thien Hue: An experimental approach

Abstract

Hue Nam Palace festival is a traditional activity that contains spiritual cultural elements, held annually in March and July of the lunar calendar at the temple located on Ngoc Tran Mountain beside Huong River - the place of worshiping Thien Y A Na Holy Mom. This festival is really attracting thousands of tourists nationwide. This study uses data collected from 160 visitors to the festival in two days from 6th April to 7th April 2019 (March 2 - March 3 of the lunar calendar). The quantitative method employed in this study consists of Cronbach’s Alpha test, exploratory factor analysis (EFA) and multiple linear regressions. Our results
show that four factors affecting the quality of this festival are “Programs”, “Facilities”, “Festival environment” and “Service staff”. Based on the results from the research, several policy implications are proposed in order to improve the quality of the Hue Nam Palace festival.