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AGU International Journal of Sciences – 2019, Vol. 7 (2), 30 – 41<br /> <br /> <br /> <br /> <br /> FACTORS AFFECTING THE TOURISTS’ SATISFACTION<br /> AT TRADITIONAL TRADE VILLAGE TOURIST PLACE IN BAY NUI,<br /> AN GIANG PROVINCE<br /> <br /> Hua Ngoc Thuy Trang1, Nguyen Huu Dang1<br /> 1<br /> Can Tho University<br /> <br /> Information: ABSTRACT<br /> Received: 21/08/2018<br /> This study aims to determine factors that affect tourist satisfaction at<br /> Accepted: 01/01/2019<br /> traditional trade village tourist place in Bay Nui, An Giang province by<br /> Published: 11/2019<br /> using both quantitative and qualitative research methods. The researcher<br /> Keywords: conducted a survey of 285 interviewees; including tourists who visited<br /> Traditional trade village, traditional trade village tourist locations and other tourist attractions as well<br /> Tourist destination, Tourists’ as tourists who stayed at hotels and guesthouses the surrounding Bay Nui’s<br /> satisfaction. area. Based on the result of the study, the author recommended some specific<br /> solutions to enhance tourists’ satisfaction at traditional trade villages at Bay<br /> Nui, An Giang province.<br /> <br /> <br /> <br /> 1. RATIONALE OF THE RESEARCH discontinuous mountains, located between Tri<br /> Ton and Tinh Bien districts of An Giang province.<br /> An Giang tourism currently attracts more than 6<br /> Nowadays, Bay Nui has become an attractive<br /> million tourists annually. According to the<br /> tourist destination with majestic mountains and a<br /> statistics, in 2017 An Giang province welcomed<br /> cool climate all year round. People here are so<br /> around 7.3 million domestic and international<br /> proud of their regional culture and eager to reach<br /> tourists and increase 12 percent and 7 percent<br /> the harmony between tradition and modernity.<br /> compared to the previous year and the plan 2017<br /> Many countries around the world have built<br /> respectively. According to the report, the number<br /> traditional trade village brands and preserved their<br /> of in-house tourists and travelers was estimated to<br /> traditional cultural values. In Japan, traditional<br /> reach 6 hundred thousand arrivals, reaching 100<br /> trades have been maintained and operated. At the<br /> percent of the year plan, especially the<br /> beginning of the twenty-first century, Japan<br /> international arrivals was estimated at over 75<br /> opened 867 traditional trades. China has also<br /> thousand, 50 percent compared to the same period<br /> promoted rural industrialization, paying attention<br /> last year. Tourism revenue was around VND<br /> to development through its factory enterprises.<br /> 3,700 billion, up 16 percent and 9 percent higher<br /> The Korean Government has considered<br /> than the year plan (Source: An Giang Provincial<br /> traditional trade village development as an<br /> People's Committee, 2017). Bay Nui is one of the<br /> important strategy in the country’s development<br /> key tourist destinations of An Giang province.<br /> through creating more jobs for farmers. In<br /> This is also known as That Son, including seven<br /> Vietnam, along with the country's economic<br /> <br /> <br /> <br /> 30<br /> AGU International Journal of Sciences – 2019, Vol. 7 (2), 30 – 41<br /> <br /> development, the number of traditional trade access to tangible and intangible cultural values<br /> villages has over 2 thousand traditional villages. closely related to a traditional trade village. The<br /> Particularly, there are some notable traditional traditional village is both a typical tourist product<br /> trade villages in Bay Nui such as Khmer Van when the village has the ability to attract visitors<br /> Giao brocade weaving village (Tinh Bien), Palm and is an additional tourism product when<br /> sugar cooking village (Tinh Bien, Tri Ton) and creating souvenir items for tourists.<br /> Chau Lang pottery village (Tri Ton). These Customer satisfaction is their reaction to the<br /> villages are livelihood of more than 90 thousand perceived difference between known experience<br /> Khmer people living in Tri Ton and Tinh Bien, and expectation (Parasuraman et al., 1988).<br /> accounting for about 4 percent of the An Giang’s Customer’ satisfaction is their emotional response<br /> population (Source: Statistical Yearbook of Tri to service providers on the basis of comparing the<br /> Ton and Tinh Bien districts, An Giang province, difference between what they have received and<br /> 2015). The development of trade villages has previous expectations. The expectations of<br /> contributed to rural economic restructuring; customers are formed from the shopping<br /> created more jobs and made more valuable items. experience, friends, colleagues and the<br /> However, traditional trade villages are facing information of sellers and competitors. In simple<br /> many difficulties such as management tunover, terms, customer’ satisfaction is what the customer<br /> operation and development that are not feels about the service provider after using the<br /> commensurate with the potential. Despite service. Tourists’ satisfaction is a function of the<br /> welcoming many tourists each year, the satisfaction level of two factors: functional factors<br /> infrastructure, human resources, quality of (goods, products) and service factors of suppliers.<br /> tourism products have not satisfied the demand of Researching customer’ satisfaction with these two<br /> tourists. Some traditional trades with cultural types will help service organizations find the most<br /> values - a hundred-year history of the Khmer effective customer service strategy, while helping<br /> people in Bay Nui is gradually disappearing. businesses attract and maintain customers, thereby<br /> Within the desire to contribute to discover factors improving the competitiveness of enterprises and<br /> affecting the tourists’ satisfaction at traditional localities (Luu Thanh Duc Hai et al., 2011).<br /> trade village in Bay Nui, contributing to support Besides, tourists’ satisfaction is considered to be<br /> local managers to have appropriate policies to the overall satisfaction with the destination, so it<br /> develop the local tourism, improving the quality is affected by various aspects of the trip, such as<br /> of services for tourists as well as, contributing to transportation, activities provided, etc. Travel<br /> the sustainable economic development, ensuring destination satisfaction affects tourists’<br /> the live and job of people in trade villages and satisfaction with the service or organization of the<br /> maintaining the traditional features, the subject: trip (Nina K. Prebensen, 2004).<br /> “Factors affecting the tourists’ satisfaction at There are many research topics about the factors<br /> traditional trade village tourist place in Bay Nui, that affect tourist satisfaction. Luu Thanh Duc Hai<br /> An Giang province” has been selected for et al. (2011) studied factors affecting tourists'<br /> research in both theory and practice. satisfaction when traveling to Kien Giang using<br /> 2. THEORETICAL BASIS AND the service quality analysis model and testing the<br /> RESEARCH MODEL scale of satisfaction level of service quality with<br /> six variables: (1) Tourism landscape, (2)<br /> 2.1 Theoretical basis<br /> Infrastructure, (3) Transportation, (4) Tour guides,<br /> Traditional trade village tourism is a form of (5) Accommodation facilities and (6) Prices. The<br /> cultural tourism, through which visitors have result of the factor analysis shows that there are<br /> <br /> <br /> 31<br /> AGU International Journal of Sciences – 2019, Vol. 7 (2), 30 – 41<br /> <br /> five components that have a causal relationship gap between expectations and reality; reality is<br /> with the tourists' satisfaction. Nguyen Trong Nhan customer’ satisfaction about the quality of the<br /> et al. (2014) studied the satisfaction level of service. Then, the author has inherited and<br /> international visitors for floating market tourism hypothesized H1, H2.<br /> in Can Tho city and surrounding areas by eight Hypothesis H1: Feeling of Reliability affects the<br /> criteria: (1) Natural environment (3) measurement same dimension with tourist satisfaction.<br /> variables, (2) Infrastructure (4) measurement<br /> Hypothesis H2: Feeling of Responsiveness affects<br /> variables), (3) Response and safety assurance of<br /> the same dimension with tourists’ satisfaction.<br /> vehicles (6) measurement variables), (4) Catering,<br /> sightseeing, shopping, entertainment (4) Luu Thanh Duc Hai et. Al. (2011) studied factors<br /> measurement variables), (5) Accommodation affecting tourist satisfaction when traveling to<br /> facilities (7) measurement variables), (6) Security Kien Giang using the service quality analysis<br /> and Safety (3) measurement variables), (7) Tour model and testing the scale of satisfaction about<br /> guides (6) measurement variables) and (8) Prices the quality level of service. The result shows that<br /> of services (5) measurement variables. After the tour guide attitude has the strongest impact on<br /> analysis, identify two factors affecting tourist the tourists’ satisfaction, next is the form of the<br /> satisfaction: factor one is "Environment and tour guide. A tour guide is a representative of a<br /> Infrastructure" and factor two is "Service and tourist destination to introduce tourists to the<br /> Price". Suthathip Suanmali (2014) uses the culture, history and special features of the<br /> SERVPERF model to measure tourist satisfaction. destination. Therefore, the professional service<br /> The result shows that there are 5 factors that capacity of the tour guide is an important factor<br /> influence the satisfaction of tourists in Chiang affecting the tourists’ satisfaction. The next<br /> Mai, Thailand: Hospitality, Attraction, Cost, hypothesis of the study is:<br /> Environmental Factors and Infrastructure. Hypothesis H3: Feeling of Service capacity<br /> 2.2 Hypothesis and research model affects the same dimension with tourist<br /> satisfaction.<br /> Based on the reference of criteria used to measure<br /> tourists’ satisfaction from previous studies and Landscape, natural environment is one of the<br /> adding evaluation content to the research topic, factors directly affecting the ability to attract<br /> the questionnaire was developed built on a 5-level tourists. Phan Thi Dang (2015) points out the<br /> Likert scale. The study proposed eight factors that attract tourists when choosing an<br /> hypotheses, with 31 observed variables affecting ecotourism are natural scenery and cool climate<br /> tourists’ satisfaction. suitable for camping. Therefore, beautiful<br /> landscape and fresh air will affect the tourists’<br /> The hypotheses in the research model<br /> satisfaction, hypothesis H4 is stated as following:<br /> Parasuraman (1988) points out the gap between Hypothesis H4: Feeling of Natural environment<br /> perceptions and expectations of customers when affects the same dimension with tourist<br /> using services based on 5 factors such as: satisfaction.<br /> Reliability, Responsiveness, Assurance, Empathy, Infrastructure and technical facilities of tourism<br /> and Tangible value. Each criteria is used twice: include: Network and transport means,<br /> first to determine customer expectations about the Communication network, electricity and material<br /> service they want to use and the second time to facilities. Besides, the tourists’ satisfaction is<br /> measure customer perception of the performance considered the overall satisfaction with the<br /> of products and services provided by the supplier. destination, so it is affected by various aspects of<br /> Through the model, it is possible to identify the the trip including roads, vehicles, facilities quality<br /> <br /> 32<br /> AGU International Journal of Sciences – 2019, Vol. 7 (2), 30 – 41<br /> <br /> of the destination, etc. The satisfaction of the Chiang Mai, Thailand. Costs include expenses for<br /> tourist destination affects the tourist satisfaction accommodation, meals, transportation and<br /> with the service of the trip (Nina K. Prebensen, souvenirs. Perceptions of prices will affect<br /> 2004). From there, the author hypothesized H5: customer’ satisfaction. Hypothesis H7 is stated as<br /> Hypothesis H5: Feeling of Infrastructure affects following:<br /> the same dimension with tourist satisfaction. Hypothesis H7: Feeling of Price affects the same<br /> Mano and Oliver (1993) suggest that tourist dimension with tourist satisfaction.<br /> satisfaction is based on a variety of factors, A survey of tourists' satisfaction with sightseeing<br /> including a destination, market location, quality of activities at resources tourism sites in Ho Chi<br /> service, visitor expectations and experience of Minh City by Hoang Trong Tuan (2015) shows<br /> each traveler during their stay. Satisfaction is the the rigor degree of relationships is different, the<br /> comparison of expectations with customer strongest is the relationship between tourist<br /> experiences. Satisfaction with products and satisfaction and safety. For a new tourist<br /> services, which is understood as customer’ destination, the most important is security and<br /> satisfaction during transaction with the business, safety. If the destination safety and security for<br /> the Travel Products that destination bring to tourists, the image of the destination will be<br /> tourists are compared with what they expect improved, increasing tourist satisfaction. From<br /> before traveling. The next hypothesis of the study there, the author hypothesized H8:<br /> is: Hypothesis H8: Feeling of Security affects the<br /> Hypothesis H6: Feeling of Travel Products affects same dimension with tourists’ satisfaction.<br /> the same dimension with tourist satisfaction. The proposed research model is as following:<br /> Suthathip Suanmali (2014) points out that Cost is<br /> one of the factors affecting tourists’ satisfaction in<br /> <br /> Reliability<br /> <br /> Responsiveness<br /> <br /> Service capacity<br /> <br /> <br /> Natural environment<br /> Tourists’ satisfaction<br /> Infrastructure with tourist destinations<br /> <br /> <br /> Travel products<br /> <br /> Price<br /> <br /> <br /> Security<br /> <br /> <br /> Figure 1. Proposed research model<br /> Source: Author (2018)<br /> <br /> <br /> <br /> 33<br /> AGU International Journal of Sciences – 2019, Vol. 7 (2), 30 – 41<br /> <br /> 3. RESEARCH METHODOLOGY representation, this study used a sample size of<br /> 3.1 Data Collection Methods 300 observations. Survey result obtained 285<br /> eligible observations, 15 observations did not<br /> 3.1.1 Secondary data<br /> meet the survey requirements. Based on the<br /> Secondary data of the study using time of data in frequency of tourists at tourist destinations, the<br /> the period of 2015 - 2017, collected from topic focuses on collecting information at major<br /> reference, based on available information sources: tourist destinations in Bay Nui such as Tra Su<br /> Reports of the Department of Culture, Sports and Melaleuca forest and Temple of Bau Muop.<br /> Tourism of An Giang province (Number of<br /> 3.2 Analytical methods<br /> tourists visiting), data from Vietnam National<br /> Administration of Tourism, data from the General To assess the current situation of tourism<br /> Statistics Office of Vietnam, data from the An development in the trade villages in Bay Nui, the<br /> Giang Provincial Portal, data from the Tri Ton topic uses statistical analysis.<br /> District Portal, data from the Tri Ton District To identify factors affecting tourists' satisfaction<br /> Portal (Statistical Yearbook), socioeconomic at traditional trade village tourist places in Bay<br /> development plans of An Giang province and data Nui, An Giang province an in-depth interview<br /> from tourism companies in An Giang province. method was used with tourists at Bay Nui, then<br /> adjusted to scale: The initial theoretical scale of<br /> 3.1.2 Primary data<br /> the research topic is built on the scales of previous<br /> Primary data was collected from interviews; studies. Based on the result of the in-depth<br /> interviewees were individual tourists traveling to interview to calibrate the scale, thereby building<br /> Bay Nui. an official scale for the topic.<br /> The method was Convenience sampling, selecting In order to estimate the influence of factors<br /> the tourists who were traveling to traditional trade affecting tourist satisfaction at traditional trade<br /> villages such as Khmer Van Giao brocade village in Bay Nui, the researcher used descriptive<br /> weaving village (Tinh Bien), Palm sugar cooking statistics method and rating scales measured by<br /> village (Tinh Bien, Tri Ton), Chau Lang pottery Cronbach's Alpha reliability coefficient, EFA<br /> village (Tri Ton), tourist destinations in Bay Nui method and linear regression method.<br /> such as Temple of Bau Muop (Tinh Bien), Tra Su<br /> 4. RESEARCH RESULTS<br /> Melaleuca forest (Tinh Bien), Ta Pa Lake (Tri<br /> Ton) and O Thum Lake (Tri Ton) for direct 4.1 Description of research sample<br /> interview. Survey results of tourists at traditional trade<br /> Determination of sample size: Based on the village in Bay Nui, An Giang province show that<br /> research of Hair & ctg (2006) for reference of the tourists range 19 to 58 years of age, the average<br /> expected sample size, whereby the minimum age is 29 years old and mostly students and active<br /> sample size will be 5 times the total number of young people who like to travel. The gender of<br /> observed variables, this is the appropriate sample tourists who have visited traditional trade villages<br /> size for the study used EFA discovery factor in Bay Nui are primirily female, accounting for<br /> analysis (Nguyen Dinh Tho, 2011). With the 66.2%, while the male gender accounts for 33.8%.<br /> formula n = 5*m, m is the number of questions in In addition, the income of each interviewee varied<br /> the questionnaire. Within the study, there were 31 due to age, education level and profession. Most<br /> variables, so the survey panel conducted interview high-income interviewees had stable income such<br /> with 31 survey questions, the minimum number of as bankers or business men/women whereas low-<br /> collected sample according to the formula was income earners were mostly students, housewives<br /> 155 observations. In order to ensure better and farmers.<br /> <br /> 34<br /> AGU International Journal of Sciences – 2019, Vol. 7 (2), 30 – 41<br /> <br /> According to the survey data, tourists visiting 4.2 Scale results<br /> traditional trade villages in Bay Nui had many The result of the reliability test showed that the<br /> different levels of education. Specifically, 21.8% Cronbach’s Alpha coefficients of the scales are all<br /> of visitors held lower-secondary education, 30.6% higher than 0.7. The corrected item - total<br /> of visitors possessed high-school education, correlation is greater than 0.3. However, the<br /> 15.5% of visitors with Intermediate-College level parking lot near the tourist area of the<br /> and 32.0% of visitors had university degrees. Infrastructure group has a total correlation of<br /> Educational level is also one of the factors 0.266 < 0.3, Cronbach's Alpha coefficient if item<br /> affecting travel demand, awareness and spending deleted will be 0.723. The author deleted this<br /> levels of tourists. The survey showed that the ratio variable and the remaining variables were<br /> of tourists with university degrees was highest in included in the Exploratory Factor Analysis<br /> the group with the understanding that the higher (EFA).<br /> the education level, the more demand for travel<br /> and leisure.<br /> Table 1. Measurement scale testing<br /> <br /> Item meet the conditions Item not meet the<br /> Model Cronbach’s Alpha of Cronbach’s Alpha conditions of Cronbach’s<br /> reliability Alpha reliability<br /> Reliability 0.845 3 -<br /> Responsiveness 0.715 3 -<br /> Service capacity 0.730 3 -<br /> Natural environment 0.744 3 -<br /> Infrastructure 0.723 5 1<br /> Travel products 0.769 4 -<br /> Price 0.748 4 -<br /> Security 0.717 5 -<br /> TOTAL 30 1<br /> Source: Survey data on visitors in Bay Nui, An Giang between August 2017 and January 2018<br /> 4.3 Exploratory Factor Analysis with Principal Component method and using<br /> Test result of KMO coefficient = 0.682, Bartlett Varimax rotation with disturbance of factors to<br /> Sig. test significance level = 0.000, total variance forming new factor groups. The result shows that<br /> explained = 63.591%. The scale shows that all observed variables have a factor loading<br /> Eigenvalue = 1.102 satisfies the exploratory factor greater than the standard (0.50).<br /> analysis. The author put 30 variables into the EFA<br /> Table 2. Rotated Component Matrix<br /> <br /> Component<br /> Variables<br /> 1 2 3 4 5 6 7 8 9<br /> Clean restroom 0.767<br /> Wide road 0.708<br /> Easy road 0.691<br /> <br /> 35<br /> AGU International Journal of Sciences – 2019, Vol. 7 (2), 30 – 41<br /> <br /> Component<br /> Variables<br /> 1 2 3 4 5 6 7 8 9<br /> Variety transportation 0.639<br /> Wide parking lot 0.613<br /> Unique specialties and<br /> 0.794<br /> souvenirs<br /> Special drinking and<br /> 0.771<br /> eating service<br /> Variety and interesting<br /> 0.767<br /> activities<br /> Interesting tourist line 0.729<br /> Reasonable visiting<br /> 0.781<br /> cost<br /> Reasonable specialties<br /> 0.763<br /> and souvenirs cost<br /> Reasonable eating and<br /> 0.761<br /> drinking cost<br /> Reasonable follow<br /> 0.691<br /> services price<br /> Providing service as<br /> 0.883<br /> promised<br /> Finding information<br /> 0.875<br /> easily<br /> Information is fully<br /> 0.844<br /> provided<br /> Fresh air 0.846<br /> Natural scenic views 0.792<br /> Beautiful scenic views 0.780<br /> Friendly tour guide 0.872<br /> Professional tour guide 0.764<br /> Good English skills of<br /> 0.758<br /> tour guide<br /> Staff always support<br /> 0.837<br /> tourists<br /> Solve complaints fast 0.785<br /> Provide fast service 0.749<br /> <br /> <br /> <br /> 36<br /> AGU International Journal of Sciences – 2019, Vol. 7 (2), 30 – 41<br /> <br /> Component<br /> Variables<br /> 1 2 3 4 5 6 7 8 9<br /> Safe tour 0.809<br /> No pesty vendors 0.761<br /> The number of visitors<br /> 0.518<br /> traveling there<br /> No homeless 0.820<br /> No burglar 0.801<br /> Source: Survey data on visitors in Bay Nui, An Giang between August 2017 and January 2018<br /> Through the factor rotation result, 9 factors were In theory, a Pearson correlation coefficient of 0<br /> discovered and all variables had factor loading (or near 0) means that the two variables are not<br /> greater than 0.5. The variables of the new factors related to each other; conversely if a coefficient of<br /> are sorted and named accordingly: Infrastructure, -1 or 1 means the two variables have an absolute<br /> Travel products, Price, Reliability, Natural relationship. If the value of the correlation<br /> Environment, Service Capacity, Responsiveness, coefficient is negative (r < 0), it means that when<br /> Safety and Security. In addition, the author also x increases, y decreases (and vice versa, when x<br /> tested the Cronbach’s Alpha coefficient of the decreases, y increases); If the correlation<br /> new factors. The result showed that all the factors coefficient value is positive (r > 0), it means that<br /> have Cronbach Alpha coefficient greater than 0.6. when x increases, y increases, and when y<br /> 4.4 Multiple regression analysis increases, x increases.<br /> Table 3. Correlation coefficien<br /> <br /> Y X1 X2 X3 X4 X5 X6 X7 X8 X9<br /> <br /> Y: Tourists’<br /> 0.081 0.241** 0.313** 0.285** 0.195** 0.280** 0.317** 0.188** 0.101<br /> satisfaction 1<br /> 0.171 0.000 0.000 0.000 0.001 0.000 0.000 0.001 0.089<br /> Sig.<br /> <br /> X1:<br /> 1 -0.025 -0.065 -0.033 -0.047 -0.015 -0.073 -0.098 -0.057<br /> Infrastructure<br /> <br /> X2: Travel<br /> 1 0.219** 0.004 0.044 0.027 0.033 -0.104 -0.088<br /> products<br /> <br /> X3: Price 1 -0.070 -0.082 -0.038 0.096 -0.098 -0.019<br /> <br /> X4: Reliability 1 -0.021 -0.096 0.028 0.020 0.033<br /> <br /> X5: Natural<br /> 1 0.063 -0.044 -0.036 -0.107<br /> environment<br /> <br /> X6: Service<br /> 1 0.071 -0.137* -0.116<br /> capacity<br /> <br /> X7:<br /> 1 -0.068 -0.113<br /> Responsiveness<br /> <br /> <br /> <br /> <br /> 37<br /> AGU International Journal of Sciences – 2019, Vol. 7 (2), 30 – 41<br /> <br /> Y X1 X2 X3 X4 X5 X6 X7 X8 X9<br /> <br /> X8: Safety 1 0.412**<br /> <br /> X9: Security 1<br /> <br /> ** Correlation is significant at the 0.01 level (2-sided test).<br /> * Correlation is significant at the 0.05 level (2-sided test).<br /> Source: Survey data on visitors in Bay Nui, An Giang between August 2017 and January 2018<br /> The correlation coefficient is statistically Using the linear regression analysis method with<br /> significant at the level of 0.01. In Table 4, the the dependent variable being Tourist satisfaction;<br /> value of sig. of the two independent variables X1 the independent variables are seven factor groups<br /> and X9 greater than 0.01, not correlated with the of the scale including Travel products, Price,<br /> dependent variables, the author deleted these two Reliability, Natural Environment, Service<br /> variables before going into regression test. capacity, Responsiveness and Safety. Seven factor<br /> Analyzing the correlation between the dependent groups of the scale are included to analyze with<br /> variable and the seven independent variables, the the Enter method. The result shows that the<br /> strongest correlation is the correlation between adjusted R square is 0.508 > 0.5; This means that<br /> tourist satisfaction and Responsiveness (0.317); seven independent variables account for 50.8% of<br /> Next is the correlation between tourist satisfaction the variation of the dependent variable, the<br /> and Price (0.313); Next is the correlation between remaining 49.2% are due to non-model variables<br /> tourist satisfaction and Reliability (0.285); Next is and random errors. Durbin - Watson index d =<br /> the correlation between tourist satisfaction and 1.889; According to Hoang Trong & Chu Nguyen<br /> Service capacity (0.280); Then the correlation Mong Ngoc (2008), if the remaining do not have<br /> between tourist satisfaction and Travel products the first-order correlation, the value of d will be<br /> (0.241); Next is the correlation between tourist close to 2. Thus, it can be concluded that the<br /> satisfaction and the Natural Environment (0.195); regression model has no first-order correlation.<br /> Finally is the correlation between tourist In the ANOVA, the sig value of the F-test is 0.000<br /> satisfaction and Safety (0.188). < 0.05. Thus, the linear regression model is<br /> consistent with the overall.<br /> Table 4. Coefficients<br /> <br /> Collinearity Statistics<br /> Model B Std. Error Sig.<br /> Tolerance VIF<br /> <br /> (Constant) -2.320 0.343 0.000<br /> <br /> Travel products 0.145 0.037 0.000 0.941 1.063<br /> <br /> Price 0.297 0.039 0.000 0.922 1.085<br /> 1<br /> Reliability 0.243 0.031 0.000 0.983 1.018<br /> <br /> Natural environment 0.196 0.037 0.000 0.983 1.018<br /> <br /> Service capacity 0.242 0.031 0.000 0.961 1.041<br /> <br /> <br /> 38<br /> AGU International Journal of Sciences – 2019, Vol. 7 (2), 30 – 41<br /> <br /> Collinearity Statistics<br /> Model B Std. Error Sig.<br /> Tolerance VIF<br /> <br /> Responsiveness 0.238 0.036 0.000 0.979 1.021<br /> <br /> Safety 0.300 0.042 0.000 0.961 1.041<br /> <br /> Source: Survey data on visitors in Bay Nui, An Giang between August 2017 and January 2018<br /> The analysis result shows that the Sig value of the The analysis result showed that the satisfaction of<br /> independent variables is < 0.05, indicating that the tourists to trade village in Bay Nui, An Giang<br /> independent variables are significant in the province focused on four main factor groups:<br /> research model and these variables have an impact Price, Reliability, Service Capacity and Safety. In<br /> on tourists’ satisfaction at traditional trade addition, other three factors of Natural<br /> villages tourist place. In addition, VIF values less Environment, Responsiveness and Travel<br /> than 2 indicate no multicollinearity, meaning that Products also contributed significantly to tourist<br /> independent variables do not affect each other. satisfaction.<br /> The model shows that seven independent 5.2 Managerial implications<br /> variables (Travel Product, Price, Reliability, Development of trade village tourism in An Giang<br /> Natural Environment, Service Capacity, has many limitations currently. The investment<br /> Responsiveness and Safety) all positively affect and exploitation of tourism products is not<br /> the dependent variables. If the remaining commensurate with the potential shortage of a<br /> independent variables remain unchanged when the large-scaled project of trade village that attracts<br /> rating of Travel products increases by 1 unit, the tourism. Throughout the site survey at traditional<br /> tourist satisfaction will increase by an average of trade villages in Bay Nui, the author found that<br /> 0.154 units. Similarly, when the rating of Price the local labor force still did not meet the<br /> increases by 1 unit, tourist satisfaction will requirements of customer service. Trade village<br /> increase by an average of 0.297 units. When the tourist locations were still primative while others<br /> rating of Reliability increases by 1 unit, tourist have disappeared. Besides, the local authority has<br /> satisfaction will increase by an average of 0.243 not paid much attention to those villages and<br /> units. When the rating of Natural Environment tourists only knew those places through word of<br /> increases by 1 unit, tourist satisfaction will mouth and the Internet. Furthermore, due to not<br /> increase by an average of 0.196 units. When the attracting much tourism, the promotion and<br /> rating of Service Capacity increases by 1 unit, marketing have not been supported by local<br /> tourist satisfaction will increase by an average of tourism firms.<br /> 0.242 units. When the rating of Responsiveness<br /> First, the local cultural identity needed to be<br /> increases by 1 unit, tourist satisfaction will<br /> reserved and promoted in sustainable ways in<br /> increase by an average of 0.238 units. And when<br /> order to improve the Natural Environment factor,<br /> the rating of Safety increases by 1 unit, tourist<br /> which gain the attention of tourists. Tourism<br /> satisfaction will increase by an average of 0.300<br /> development associated with the development of<br /> units.<br /> traditional trade villages is attracting more and<br /> 5. CONCLUSION AND MANAGERIAL more tourists. Besides economic and social<br /> IMPLICATIONS benefits, this tourism type also contributes to<br /> 5.1 Conclusion conserve and promote cultural and national<br /> <br /> <br /> 39<br /> AGU International Journal of Sciences – 2019, Vol. 7 (2), 30 – 41<br /> <br /> identity. It is necessary to support trade villages, restricted methods to limit price squeeze<br /> to restore and develop traditional occupations, i.e.reeducate them to understand their roles as<br /> folklore activities and build a cultural tourism “Civil Servants”.<br /> environment. Improved infrastructure and Fifth, improve the Service Capacity factor. Staff<br /> protected eco-tourism environment will maintain plays an important role in influencing tourist<br /> cultural and traditional beauty and contribute to satisfaction. In short-term, opening training<br /> the development of trade villages. Moreover, courses about servicing and guiding tourists in a<br /> environmental and ecological landscapes need to polite way. In long-term, tourism staff needs to<br /> be protected also. Tourism development is always improve their foreign language skills to attract<br /> accompanied with environmental pollution. more international visitors.<br /> Consequently, action needs to be taken to keep the<br /> Sixth, improve the Price factor. In short-term, it is<br /> environment clean and protect the landscape.<br /> necessary to build a reasonable price policy,<br /> Second, improving the Travel Products factor. posting fixed costs for items such as handicrafts,<br /> Currently, local unique cuisine as well as unique unique souvenirs and specialties. There is no<br /> souvenirs are popular at trade villages while travel situation of unethical price fixing. The Price<br /> products as well as new attractions and activities factor is one of the factors that has major<br /> are still limited. In the short-term, it is necessary influence on tourist satisfaction in the model of<br /> to build brands for traditional products; improve this study so that a reasonable fixed price policy is<br /> the product competitiveness, develop diverse needed.<br /> products in terms of design, quality and create<br /> Finally, improve the Reliability factor. In order to<br /> featured souvenir products for tourism. On the<br /> improve this factor, it is necessary to create a<br /> other hand, connecting trade villages with tourist<br /> presentation about the history of the trade villages<br /> spots in the area in order to develop traditional<br /> and the product characteristics in each trade<br /> trade so that they can boost investment and<br /> village. Providing complete information, guiding<br /> infrastruture (roads, yards, traditional houses,<br /> visitors through the trade village, participating in<br /> product introduction center, etc.); promoting and<br /> the daily activities of the local people should be<br /> introducing products to entice attractive<br /> included.<br /> destinations.<br /> 6. LIMITATIONS & DIRECTIONS FOR<br /> Third, improve the Responsiveness factor. Trade<br /> FUTURE RESEARCH<br /> villagers are not aware of the value of tourism, so<br /> it is necessary to raise awareness for local people, 6.1 Limitations<br /> especially the younger generation regarding the The research is limited due to tight time and<br /> available human resources, focusing on building a budget:<br /> qualified well-trained labor force. Staff plays an<br /> First, due to the Convenience sampling method,<br /> important role in tourism services due to contact<br /> the overall representative capacity is limited.<br /> directly with visitors. The service, attitude and<br /> Relatively small sample sizes may lead to errors,<br /> working style of the staff can directly affect the<br /> which could have affected the study result.<br /> tourist’s perception. In order to adapt tourism<br /> Second, the author can only approach domestic<br /> requirements, tourist destinations need to focus on<br /> travelers but international one.<br /> training knowledge and service-skilled<br /> professionals. 6.2 Directions for Future Research<br /> <br /> Fourth, improve the Safety factor. In order to From the above limitations, the author proposes<br /> ensure tourism density, local authority needs some some directions for future research as followings:<br /> <br /> <br /> 40<br /> AGU International Journal of Sciences – 2019, Vol. 7 (2), 30 – 41<br /> <br /> First, the scope and subject of the study should be service quality in Tien Giang Ptrovince. Can<br /> expanded to increase the sample to minimize Tho University Journal of Science, Vol 33, 29<br /> errors. Furthermore, the Convenience Sampling - 37.<br /> method can be replaced by Random sampling to Mano, H. and Oliver, R. L. (1993). Assessing the<br /> ensure a greater reliability. dimensionality and structure of the<br /> Second, international visitors should be consumption experience: evaluation, feeling,<br /> interviewed. and satisfaction. 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