Factors affecting the satisfaction of domestic tourists with the festival tourism activities in Hai Duong province

Abstract

The study aims to assess the satisfaction of domestic tourists with festival tourism activities in Hai Duong, based on the SERVPERF model by Cronin and Taylor (1992) [1- P 55-68]. The author proposes a research model with six factors: responsiveness, tangible elements, attractiveness, pricing, facilities, and tour guides. Due to the specific nature of the study evaluating the satisfaction of domestic tourists at festivals in Hai Duong, the author employs a convenience sampling method within feasible limits at major festival venues in the province during the peak festival season. Although it is not a probability sampling method, the author has made efforts to ensure diversity in age, gender, and residential regions to somewhat reflect the overall picture of domestic tourists. The survey was conducted on 220 tourists, yielding 176 valid responses for analysis using SPSS software. The results indicate that all six factors influence tourist satisfaction, with pricing, attractiveness, tangible elements, and responsiveness having significant impacts.