Abstract
This study aims at sustainably developing rural tourism in An Giang Province, an agricultural province located in the South of Vietnam, by identifying the determinants of the satisfaction and revisit intention of tourists based on both qualitative and quantitative approaches. From exploratory interviews with experts and comprehensive group discussions, we developed a questionnaire for an official survey of 507 tourists at different tour-sites in An Giang Province. It is found that: (1) there are seven key factors affecting the satisfaction of the tourists, including: spirituality, tourism safety and security, people, food and beverage, natural environment, service prices and tourism infrastructure; and (2) revisit intention of tourists is affected by six factors, including: satisfaction, spirituality, tourism safety and security, people, food and beverage and service prices. Among them, spirituality is a new factor to be thoughtfully considered due to its significant influence on both the tourist satisfaction and revisit intention. From these findings, we proposed some managerial implications for the sustainable development of rural tourism in An Giang Province by enhancing the satisfaction and revisit intention of the tourists after they visit the province.
Highlights
Nowadays, tourism is considered as one of the key economic sectors in creating jobs, increasing the receipt of foreign currency, improving the living standards of local people, supporting the growth of other industries [1,2], as well as the renovation process and international integration of Vietnam in the current context [3,4]
The pilot test was conducted at 3 destinations in An Giang with 150 participants whose feedback was carefully checked to improve the questionnaire before it was used in our official survey, which was conducted in 6 months (March–November 2017)
This study found that the satisfaction of tourists after visiting tourist sites in An Giang Province is significantly affected by seven factors, including: (1) spirituality (β = 0.491); (2) safety and security (β = 0.405); (3) people (β = 0.260); (4) food and beverage (β = 0.239); (5) natural environment (β = 0.209); (6) service prices (β = 0.183); and (7) tourism infrastructure (β = 0.165)
Summary
Tourism is considered as one of the key economic sectors in creating jobs, increasing the receipt of foreign currency, improving the living standards of local people, supporting the growth of other industries [1,2], as well as the renovation process and international integration of Vietnam in the current context [3,4]. Tourism is defined as “the sum of the phenomena and relationships resulting from travel and stay of non-residents” [5]. It is highly appreciated with the name of “smokeless industry” and prioritized as a crucial economic driving force [2]; and it is called the “green economy” [6]. Rural tourism is defined as a type of tourism that relates to all activities occurring outside municipal areas and encompasses the natural and cultural heritage of rural regions [11]. According to Sanagustin-Fons et al [13], good conservations of natural and cultural resources, environment-integrated lodging, local products, foods, traditions and other local services are the keys for the development of rural tourism products and activities
Sign-in/Register to view highlights & summary 
Published Version (
Free)
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
