Factors Influencing Tourist Satisfaction in the Restaurant Industry at Can Tho City, Vietnam after the COVID-19 Pandemic

Abstract

The Food & Beverage (F&B) market has accelerated after the COVID-19 crisis, especially in big cities. Stakeholders are racing to improve quality to attract more customers. Can Tho City, a tourism hub in Vietnam's Mekong Delta region, is experiencing a revival of its restaurant industry-an important sector of its economy. This study surveyed 286 Vietnamese domestic tourists and international tourists at medium-sized restaurants in Can Tho city, aiming to (1) identify factors affecting customer satisfaction after the health crisis; (2) evaluate the importance of these factors; and (3) propose implications for improving quality, satisfaction, loyalty, and return intention. The study used document research, interviews, observations, and questionnaires. Data were analyzed using Descriptive Statistics, Partial Least Squares, and Structural Equation Modeling. The findings revealed five factors impacting tourist satisfaction: (1) flavor of food and drinks; (2) reasonable price; (3) cleanliness; (4) service quality; and (5) restaurant atmosphere. Customer satisfaction positively influenced loyalty and return intention. Recommendations were provided for stakeholders in Can Tho's restaurant industry. Keywords: customer satisfaction, customer loyalty, restaurant industry, Can Tho City, Vietnam.