A study on the factors influencing domestic tourists’ satisfaction with service quality at Vinh Sang tourist area, Vinh Long.

FACTORS INFLUENCING DOMESTIC TOURISTS’ SATISFACTION WITH SERVICE QUALITY AT VINH SANG TOURIST AREA

Abstract

This study aims to identify the factors influencing domestic tourists’ satisfaction with service quality at Vinh Sang Tourist Area (Vinh Long) and to propose managerial implications to enhance visitor experience and satisfaction. With a sample of 196 domestic tourists who have experienced services at the destination, the study employs quantitative techniques including descriptive statistics, Cronbach’s Alpha reliability testing, exploratory factor analysis (EFA), and linear regression analysis. The findings reveal six factors that directly affect tourist satisfaction, including: (1) Tourism landscape, (2) Security and order, (3) Service pricing, (4) Entertainment service quality, (5) Food and beverage service quality, and (6) Tour guide quality. Based on these results, the study suggests several practical solutions to support Vinh Sang Tourist Area in improving overall service quality, enhancing visitor experiences, and increasing satisfaction for future visits.