Factors affecting tourist satisfaction of Ho Chi Minh City destination

Abstract

The overall purpose of this thesis is to explore factors affecting tourists’ destination satisfaction in Ho Chi Minh City. Based on varieties of previous research related to tourist satisfaction, the model of this study has 8 independent variables (Destination image. Natural environment, Social and cultural environment, Infrastructure and accessibility, Local cuisine, Safety and security, Leisure and entertainment, Negative attribute) and only one dependent variable affect to tourists’ destination satisfaction. Quantitative approach was the major method used, with statistical techniques applied, including factor analysis, multiple regression, and path analyses. The results of the study theoretical and empirical evidence that tourists’ destination satisfaction was affected by Expenditure, Infrastructure and Accessibility, General Negative Attributes, Natural Environment, Safe and Security and Destination Image through Perceived Service Quality. On the other hand, this research also points out that Local Cuisine and Service Negative Attributes do not affect to tourists’ destination satisfaction. In conclusion, from the experiences in process of conducting research, it points out limitations of this study and provides meaningful recommendations for further research. And according to the research findings, this study gives some recommendations to tourism business in HCMC to enhance and improve service better and that make tourists satisfy with destination so they can interesting in the first time visit or revisit in the future.