Assessment the levels of satisfaction of tourists from different continents of the world: A case study of Hoi An destination in Viet Nam

Abstract

Tourism is one of the fastest growing industries today. Hoi An tourism has become the favorite destination of international tourists and domestic tourists. In recent years, Hoi An tourism keeps important role in the economic development strategy of Quang Nam province. In this research, the researcher utilized the HOLSAT instrument to evaluate the level of tourist satisfaction through the measurement difference between expectation attributes and experience attributes in their holiday. The HOLSAT model developed by J. Tribe and T. Snaith (1998) and used it to evaluate holiday satisfaction at the popular resort area of Varadero, CuBa. After that, T-H Truong and D. Foster applied the HOLSAT instrument to evaluate Australian holiday maker satisfaction at destinations. The data of this study were collected from survey method. The survey was conducted at five different places of Hoi An about more three weeks. The collected data was 250 questionnaires. EFA analysis, Cronbach’s Alpha, One-way ANOVA, Paired T test analysis was employed for this purpose. The obtained results show that positive attributes which is the strength of Hoi An tourism and negative attributes which was improved to increase tourists’ satisfaction. The findings have strategic implications for marketing plans for tourism in Hoi An to find the best development direction in the next years.