WHY ARE INTERNATIONAL TOURISTS SATISFIED WITH ECOTOURISM IN THE MEKONG DELTA, VIETNAM?

The satisfaction of tourists plays a crucial role in the success of a tourist destination. This study aims to demonstrate factors influencing the satisfaction of international tourists with ecotourism in the Mekong Delta, Vietnam. The study employs a convenient sampling combined with direct intervie...

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Bibliographic Details
Published in:Geo Journal of Tourism and Geosites 2024-06, Vol.53 (2), p.547-553
Main Authors: PHUNG, Phan Van, TRI, Nguyen Giac, NGUYEN, Quoc Nghi
Format: Article
Language:English
Subjects:
destination
Discriminant analysis
Ecotourism
Empathy
Factor analysis
Hypotheses
Influence
international tourists
Literature reviews
mekong delta
Quality of service
satisfaction
service quality
Success
Tourism
Tourist attractions
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Summary:The satisfaction of tourists plays a crucial role in the success of a tourist destination. This study aims to demonstrate factors influencing the satisfaction of international tourists with ecotourism in the Mekong Delta, Vietnam. The study employs a convenient sampling combined with direct interviews of 256 international tourists who have experienced ecotourism services in the Mekong Delta region of Vietnam. Quantitative analysis methods used in the study include testing the reliability of the scale using Cronbach’s alpha, exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and covariance-based structural equation modeling (CB-SEM). The research results have proven 06 factors influencing the satisfaction of international tourists with ecotourism in the Mekong Delta, including trust, responsiveness, assurance, empathy, tangible facilities, and local characteristics. Among these, the local characteristic factor has the most impact on the satisfaction of international tourists with ecotourism in the Mekong Delta. The research results will provide managerial implications to enhance service quality and improve the satisfaction of international tourists with ecotourism in the Mekong Delta region, Vietnam.
ISSN:2065-1198
2065-0817
2065-1198
DOI:10.30892/gtg.53218-1230