Luận văn thạc sĩ: Phân tích các yếu tố ảnh hưởng đến sự hài lòng của khách tham dự lễ hội tại ...

Luận văn thạc sĩ phân tích Factors affecting the satisfaction of festival visitors evidence from vietnam luận văn thạc sĩ, đánh giá thực trạng, chỉ ra hạn chế, đề xuất giải pháp

• Tác giả: Nguyen Van Tho
• Người hướng dẫn: Dr. Cao Hao Thi
• Trường học: University of Economics Ho Chi Minh City
• Chuyên ngành: Master of Business
• Đề tài: Factors Affecting The Satisfaction Of Festival Visitors: Evidence From Vietnam
• Loại tài liệu: Thesis
• Năm xuất bản: 2023
• Địa điểm: Ho Chi Minh City

Mục lục chi tiết

• ACKNOWLEGEMENTS
• ABSTRACT
• TABLE OF CONTENTS
• LIST OF ABBREVIATIONS
• LIST OF FIGURES
• LIST OF TABLES
• 1. CHAPTER 1: INTRODUCTION
• 1.1. Problem statement
• 1.2. Research objectives
• 1.3. Research questions
• 1.4. Research scope
• 1.5. Research contribution
• 1.6. Research structure
• 2. CHAPTER 2: LITERATURE REVIEWS
• 2.1. Festivalscape
• 2.2. Satisfaction
• 2.3. Previous studies about festivalscape
• 2.4. Model of the research
• 3. CHAPTER 3: RESEARCH METHODOLOGY
• 3.1. Item generation step
• 3.2. Quantitative pilot study
• 3.3. Quantitative main study
• 3.4. Methods of data analysis
• 3.4.1. Reliability measure by Cronbach’s Alpha analysis
• 3.4.2. Validity measure by EFA
• 3.4.3. Multiple regression analysis
• 4. CHAPTER 4: DATA ANALYSIS
• 4.1. Filter the data
• 4.2. Exploratory Factor Analysis
• 4.2.1. System of testing for EFA
• 4.2.2. The results of EFA model
• 4.3. Testing of the fit level of model
• 4.4. Testing of regression coefficient
• 4.4.1. The hypothesis testing
• 4.4.2. Unstandardized regression coefficient
• 4.4.3. Standardized regression coefficient
• 5. CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS
• 5.1. Implications of the study
• 5.2. Limitation and further research
• APPENDIX 1: QUESTIONAIRE – ENGLISH VERSION
• APPENDIX 2: QUESTIONAIRE – VIETNAMESE VERSION
• APPENDIX 3: THE DATA ANALYSIS RESULTS

Tóm tắt

I. Tổng quan về yếu tố ảnh hưởng đến sự hài lòng của du khách tại lễ hội ở Việt Nam

Lễ hội ở Việt Nam không chỉ là dịp để người dân vui chơi mà còn là cơ hội để thu hút du khách trong và ngoài nước. Sự hài lòng của du khách tại các lễ hội phụ thuộc vào nhiều yếu tố khác nhau. Nghiên cứu này sẽ phân tích các yếu tố chính ảnh hưởng đến sự hài lòng của du khách, từ đó đưa ra những giải pháp cải thiện chất lượng dịch vụ tại các lễ hội.

1.1. Khái niệm về sự hài lòng của du khách tại lễ hội

Sự hài lòng của du khách tại lễ hội được định nghĩa là mức độ thỏa mãn của họ với trải nghiệm mà họ nhận được. Điều này bao gồm cảm nhận về chất lượng dịch vụ, không gian lễ hội và các hoạt động diễn ra.

1.2. Tầm quan trọng của lễ hội trong ngành du lịch Việt Nam

Lễ hội đóng vai trò quan trọng trong việc phát triển du lịch tại Việt Nam. Chúng không chỉ thu hút du khách mà còn giúp bảo tồn văn hóa và truyền thống của các dân tộc.

II. Các thách thức ảnh hưởng đến sự hài lòng của du khách tại lễ hội

Mặc dù lễ hội ở Việt Nam có nhiều tiềm năng, nhưng vẫn tồn tại nhiều thách thức ảnh hưởng đến sự hài lòng của du khách. Những vấn đề này cần được nhận diện và giải quyết để nâng cao trải nghiệm của du khách.

2.1. Chất lượng dịch vụ và sự chuyên nghiệp của nhân viên

Chất lượng dịch vụ tại lễ hội thường không đồng đều. Sự thiếu chuyên nghiệp của nhân viên có thể làm giảm trải nghiệm của du khách, dẫn đến sự không hài lòng.

2.2. Cơ sở hạ tầng và không gian lễ hội

Cơ sở hạ tầng không đồng bộ và không gian lễ hội không được tổ chức hợp lý có thể gây khó khăn cho du khách trong việc tham gia các hoạt động, từ đó ảnh hưởng đến sự hài lòng.

III. Phương pháp cải thiện sự hài lòng của du khách tại lễ hội

Để nâng cao sự hài lòng của du khách, cần có những phương pháp cải thiện cụ thể. Các giải pháp này sẽ giúp tạo ra một môi trường lễ hội hấp dẫn và chuyên nghiệp hơn.

3.1. Đào tạo và nâng cao kỹ năng cho nhân viên

Đào tạo nhân viên về kỹ năng giao tiếp và phục vụ khách hàng là rất cần thiết. Nhân viên chuyên nghiệp sẽ tạo ấn tượng tốt và nâng cao sự hài lòng của du khách.

3.2. Cải thiện cơ sở hạ tầng và không gian lễ hội

Đầu tư vào cơ sở hạ tầng và thiết kế không gian lễ hội hợp lý sẽ giúp du khách dễ dàng tham gia và tận hưởng các hoạt động, từ đó nâng cao sự hài lòng.

IV. Ứng dụng thực tiễn từ nghiên cứu về sự hài lòng của du khách

Nghiên cứu này không chỉ cung cấp cái nhìn sâu sắc về các yếu tố ảnh hưởng đến sự hài lòng của du khách mà còn đưa ra các ứng dụng thực tiễn cho các nhà tổ chức lễ hội.

4.1. Các khuyến nghị cho nhà tổ chức lễ hội

Nhà tổ chức lễ hội cần chú trọng đến việc cải thiện chất lượng dịch vụ và tạo ra trải nghiệm độc đáo cho du khách. Điều này sẽ giúp thu hút nhiều du khách hơn trong tương lai.

4.2. Kết quả nghiên cứu và tác động đến ngành du lịch

Kết quả nghiên cứu sẽ giúp các nhà hoạch định chính sách hiểu rõ hơn về nhu cầu của du khách, từ đó có những quyết định đúng đắn trong việc phát triển ngành du lịch.

V. Kết luận và triển vọng tương lai cho lễ hội ở Việt Nam

Lễ hội ở Việt Nam có tiềm năng lớn để phát triển du lịch. Tuy nhiên, cần có những cải cách và đầu tư hợp lý để nâng cao sự hài lòng của du khách. Tương lai của lễ hội sẽ phụ thuộc vào khả năng đáp ứng nhu cầu của du khách.

5.1. Tương lai của lễ hội và sự phát triển bền vững

Để phát triển bền vững, lễ hội cần được tổ chức một cách chuyên nghiệp và có kế hoạch. Điều này sẽ giúp thu hút du khách và bảo tồn văn hóa.

5.2. Tầm quan trọng của sự hài lòng trong phát triển du lịch

Sự hài lòng của du khách là yếu tố quyết định trong việc phát triển du lịch. Cần có những chiến lược cụ thể để nâng cao trải nghiệm của du khách tại các lễ hội.

Trích đoạn nội dung tài liệu

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business ------------------------------ Nguyen Van Tho FACTORS AFFECTING THE SATISFACTION OF FESTIVAL VISITORS: EVIDENCE FROM VIETNAM MASTER OF BUSINESS (Honours) SUPERVISOR: DR. CAO HAO THI UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business ------------------------------ Nguyen Van Tho FACTORS AFFECTING THE SATISFACTION OF FESTIVAL VISITORS: EVIDENCE FROM VIETNAM MASTER OF BUSINESS (Honours) SUPERVISOR: DR. CAO HAO THI ACKNOWLEGEMENTS I do personal believe that I would not have been successful in completing my thesis without the conscientious support, guidance and advice of many people. First of all, I would like to express my gratitude to Dr. Cao Hao Thi for his quiet leadership, generous guidance and encouragement. Although faced many difficulties, his enthusiastic guidance provided me the useful knowledge which helped me to have directions for my study. Secondly, I want the supervisory board know how much I appreciate them for providing me with their available advices helped me to gain a better understanding of the subject and creating favorable conditions for me during period of the thesis. Furthermore, I would also like to express my deep gratitude to administrative offices of International School of Business – University of Economics Ho Chi Minh City for their administrative support, creating favorable conditions for me during the MBA course as well as during the time I do this research. Besides, I would like to give my sincere thanks to people who helped me to complete the survey and sincere sharing my study topic. Last but not least, I would like to send the most special thanks to my family, who are my motivation, they supported me by their love and faith in my abilities which have helped me in my efforts to become a better researcher. i ABSTRACT The main purpose of this study is to investigate key factors that affecting the satisfaction of festival visitors in Vietnam. Based on the literature reviews, this study proposes a conceptual framework. A quantitative study is applied via survey method by questionnaire with sample size investigated is 162 visitors who have ever attended festival in Vietnam to test theory, including their feeling and comments. Multiple linear regression analysis is chosen to find the relationship between the satisfaction of visitors at festival with festivalscape factors such as program content, staff, facility, food, souvenir, convenience and information. The results suggest that in order to have the satisfaction of tourists, it must focus on factors such as program content, facility, food, staff, souvenir, convenience. These findings complement theory about behavior of visitors attending festival, providing planners as well as administrators the way to design a festival effectively. Keywords: festivalscape, visitors’ satisfaction, Vietnam. i TABLE OF CONTENTS ACKNOWLEGEMENTS. ii TABLE OF CONTENTS.iii LIST OF ABBREVIATIONS.v LIST OF FIGURES. vi LIST OF TABLES.vii CHAPTER 1: INTRODUCTION. 4 CHAPTER 2: LITERATURE REVIEWS.3 Previous studies about festivalscape.15 CHAPTER 3: RESEARCH METHODOLOGY.1 Item generation step.2 Quantitative pilot study.3 Quantitative main study.2 Methods of data analysis.1 Reliability measure by Cronbach’s Alpha analysis.2 Validity measure by EFA.3 Multiple regression analysis.24 CHAPTER 4: DATA ANALYSIS.1 Filter the data.4 Exploratory Factor Analysis.1 System of testing for EFA.2 The results of EFA model.1 Testing of the fit level of model.2 Testing of regression coefficient.6 The hypothesis testing.1 Unstandardized regression coefficient.2 Standardized regression coefficient.43 CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS.3 Implications of the study.4 Limitation and further research.50 APPENDIX 1: QUESTIONAIRE – ENGLISH VERSION.55 APPENDIX 2: QUESTIONAIRE – VIETNAMESE VERSION.59 APPENDIX 3: THE DATA ANALYSIS RESULTS.64 4 LIST OF ABBREVIATIONS KMO: Kaiser–Meyer–Olkin EFA: Exploratory Factor Analysis SPSS: Statistical Package Software for Social Science 5 LIST OF FIGURES Figure 2.1: Framework for Understanding Environment-User Relationships in Service Organizations.2: Program content and festival visitors’ satisfaction.3: Staff and festival visitors’ satisfaction.4: Facility and festival visitors’ satisfaction.5: Food and festival visitors’ satisfaction.6: Souvenirs and festival visitors’ satisfaction.7: Convenience and festival visitors’ satisfaction.8: Information and festival visitors’ satisfaction.3: Normal P-P plot of regression standardized residual.40 6 LIST OF TABLES Table 3.1: Factors and items summary.1: Coding the items of festivalscape factors.2: The profile of respondents.4: KMO and Bartlett’s test.5: Rotated component matrixa.6: The retest of reliability analysis.7: Model adjusted through reliability analysis and EFA.14: The importance level of factors.43 v CHAPTER 1: INTRODUCTION The first part of this chapter is the statement of tourism problem as well as the satisfaction of festival visitors. Then, this chapter shows the aims of the study in research objectives part and identifies the research questions. And finally, in turn, this chapter provides scope, contribution and structure of this research.1 Problem statement Nowadays, world tourism industry begins to have the sign of prosperity and its recovery speed is faster than any other economic industry. In developing countries, tourism has been recognized as a motivation for economic development and contribute to poverty reduction and employment creation. Tourism means not only enjoying the scenic, the world natural heritage but also finding out, exploring indigenous cultures via famous festivals filled with cultural particularities of each region, each country. Besides, organizing festival is a method of tourist’s returning because it is the top attention of countries which are focusing on promoting the development of “smokeless industry”. To have that returning decision, the tourists, first of all, must feel satisfied with that festival. Therefore, studying about factors affecting the satisfaction of festival tourists has been researched by many researchers in around the world for many years such as Lee et al. (2008), Özdemir & Çulha (2009), Yoon et al. In Vietnam, we cannot deny that “smokeless industry” has been confirmed its important position in the national economy. However, overall Vietnam tourism industry is still not competitive enough on the international market, many visitors admired the beautiful landscape in Vietnam but just a few of them return the second time. According to recent interviews, almost tourists need something more than just scenic, we only exploit the natural what available in Vietnam but not do anything to make them more beautiful, more attractive. Therefore, besides traditional tourism elements such as scenic spots, world natural heritage, Vietnam’s tourism industry has organized many festivals which contain 1 cultural characteristics of each regions of the country for tourists to explore the culture of the indigenous people. In Online Conference for summarizing the management and organization of the festivals in 2013, Ministry of Culture and Information of Vietnam mentions that every year, there are more than 8000 festivals in Vietnam. They include: traditional folk festivals, religious festivals and many festivals imported from abroad. Among these diverse festivals, there are many festivals attracted a lot of tourists across the country as well as oversea such as Hue Festival, Da Lat Flower Festival, Ha Long Tourism Festival, Da Nang International Fireworks Festival. The festivals contained characteristics of each locality not only introduce to foreign visitors a Vietnam which is dynamic, modern but rich in cultural traditions, diversifying the types of tourism products but also help Vietnamese tourists learn more about the abundant and diversity cultural of their hometown. Besides positives, festivals in Vietnam still exist the obvious weakness, which is about the quality of performance organization, products sold in festivals as well as service demands of tourists. In fact, the plans of organizing festivals are too widespread, lack of government’s management, lead to the triteness for the sense of festivals. Moreover, although the infrastructure system has been invested to upgrade, it is still lack of uniformity among regions, and tourist sites. The labor resources are numerous but still have weak constraint qualification. Besides, there are many other problems caused by the shortage of profession in all preparing steps, inconsistence in organizing. Those problems certainly make tourists afraid to visit and return because the factors about the profession in performance organization, staffs’ qualification as well as quality of products have direct or indirect effects on the satisfaction of tourists. With the actual situation stated above, remedies are necessary for the development of Vietnam’s tourism. In other words, finding out the factors affecting the satisfaction of domestic tourists is extremely important, because before making the tourists all over the world impressed, the background of history, the diversity and richness of the culture have to be judged perfectly by Vietnamese. Therefore, government and the representative of functional departments have been 2 proposed a series of measures to improve those problems, they urged businesses to invest, build, manage and train the friendly, professional organizing staff of the festival to attract tourists. These actions has proved that government and tourism investors really care and desire to improve dispensable problems and therefore they can impulse Vietnam tourism through the festivals which are deeply imbued with the national identity. However, there is none (or very few) researches focus on discovering factors that effect on the attitude related to satisfaction of domestic tourists to the cultural festival.2 Research objectives To help planners and tourism enterprises to have more basis to set out the strategic plan for the tourism market as well as implement the theories in this field, the aim of this study is to:  Determine factors which affecting to the visitors’ satisfaction when enjoying festivals in Vietnam.  Determine strength of relationship between these factors and the visitors’ satisfaction.3 Research questions Basing on above analyzed issues, to clarify factors affecting the satisfaction of festival tourists, this study will try to answer the questions:  What are the factors impact to the visitors’ satisfaction when enjoying festivals in Vietnam?  How do those factors effect on the visitors’ satisfaction when enjoying festivals in Vietnam? 3 1.4 Research scope Vietnam is a multi-nationality country with 54 ethnic groups so there are many festivals filled with cultural particularities of each region organized every years. This means it is completely unfeasible to survey tourists’ comments at all festivals all over the country. Therefore, the surveyed object is tourists attended the most famous festivals of Vietnam such as Hue Festival, Da Lat Flower Festival, Nha Trang Sea Festival, Ha Long Tourism Festival, Da Nang International Fireworks Festival and some other festivals.5 Research contribution Basically, this study demonstrates that factors affecting the satisfaction of festival tourists has been recognized as an important motivation for tourism market development of our country because of its several benefits. The analysis of the tourists’ satisfaction at festivals will help investors and tourism enterprises to arrange as well as redefine their portfolio then have more basis to set out the strategic plan for the tourism market, the contribution to the field is threefold. The first one is, determine factors which affecting to the visitors’ satisfaction at festival, this may help tourism marketers to understand their customers’ demand. Second, analyzing the influences of these factors as well as discovering the relationship between the policy elements of festivals with the visitors’ satisfaction can help tourism planners to propose organization plans to overcome the shortcomings which affect demand of domestic tourists. And finally, the recommendations are suggested to improve the visitors’ satisfaction when enjoying festivals in Vietnam. In addition, this study implements theories in this field-satisfaction research. The findings should strengthen knowledge about tourist’s standard requirements about festivals they enjoyed in Vietnam.6 Research structure 4 This study includes five chapters: 5  The first chapter is “Introduction” which includes comprising problem statement, research objectives, research questions, research scope, research contribution and structure of research.  The second is “Literature reviews”, this chapter summarizes concepts, theories, experiences and previous researches about the elements that affect to the satisfaction of festival visitors in Vietnam then gives research model includes hypotheses and conceptual framework used for the research.  The next chapter is “Research methodology” which introduces about the research process, data collection and the methods of data analysis.  The fourth is “Data analysis” chapter which reports the analysis results from collected data via the surveys.  Finally, the last chapter is “Conclusions and recommendations” discussing about research results from “data analysis” chapter and giving the recommendations. 6 CHAPTER 2: LITERATURE REVIEWS This chapter introduces about (1) festivalscape concept, the theories about (2) satisfaction.