Abstract
Data collected from a survey of 215 visitors in 3 traditional craft tea villages in Thai Nguyen province were analyzed by using multivariate data analysis (test for the reliability of the scales, exploratory factor analysis and multivariate regression analysis) to determine the factors that affect tourist satisfaction with the villages as tourism destinations. The results showed that natural characteristics, infrastructure, service quality, government support, and emotional values are major factors that influence tourist satisfaction. Based on that, the study proposed some solutions for the local government, tourism enterprises and the local communities to improve tourist satisfaction and develop traditional craft tea village tourism in Thai Nguyen province towards a sustainable manner.
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