Factors affecting international tourists' perceived service quality and word of mouth - A Study in Ho Chi Minh City
Abstract
This study was conducted to identify the relationship between International Tourists’ Word of Mouth and service quality in tourism of Ho Chi Minh City. It also examines the influence of the factors (Culture, History and Art; Local Cuisine; Safety and Security; Natural Environment; Infrastructure; Perceived Price, Negative Attributes and Destination Image) and the factor Perceived Service Quality on Tourists’ Word of Mouth. As a result, the empirical information explored in this study provide an overview about assessment of foreign tourists about tourism service quality in HCMC in order to make proper improvement for a better business and make the tourists’ have tendency to share the information about tourism in HCMC with their families, relatives and friends.
According to the results of path analysis which helps explore the direct and indirect effects of nine independent variables on Tourist’s Word of Mouth, the research reveals that if the authorities want to increase the level of tourists’ word of mouth, they should find the way to improve the performance in Local Cuisine; Safety and Security; Natural Environment; Infrastructure; Perceived Price, Negative Attributes and Destination Image. In addition, from the result of this study, the findings illustrates that the factors of destination image and perceived service quality play the most crucial roles in the tourists’ word of mouth.
To sum up, over the process of conducting this research, the researcher points out the limitations that the study has and gives helpful recommendations in for further dissertation. Based on the research findings, this study draws some recommendations in many aspects of Ho Chi Minh City Tourism so that the responsible parties can take actions to make appropriate adjustment as well as improve the level of service quality.