Abstract
This comprehensive study explores the factors influencing customer satisfaction in rural tourism services in Vietnam. It delves into key determinants such as destination image, tourist expectations, Perceived product and service quality, Perceived value, and overall satisfaction. Combining quantitative surveys and qualitative interviews, the research highlights the interplay of these factors and their cumulative impact on tourist satisfaction. The findings underscore the importance of crafting positive destination images, managing expectations, and delivering high-quality products and services to enhance customer satisfaction in Vietnam's rural tourism sector.
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