WHY ARE INTERNATIONAL TOURISTS SATISFIED WITH ECOTOURISM IN THE MEKONG DELTA, VIETNAM?

Abstract

The satisfaction of tourists plays a crucial role in the success of a tourist destination. This study aims to demonstrate factors influencing the satisfaction of international tourists with ecotourism in the Mekong Delta, Vietnam. The study employs a convenient sampling combined with direct interviews of 256 international tourists who have experienced ecotourism services in the Mekong Delta region of Vietnam. Quantitative analysis methods used in the study include testing the reliability of the scale using Cronbach’s alpha, exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and covariance-based structural equation modeling (CB-SEM). The research results have proven 06 factors influencing the satisfaction of international tourists with ecotourism in the Mekong Delta, including trust, responsiveness, assurance, empathy, tangible facilities, and local characteristics. Among these, the local characteristic factor has the most impact on the satisfaction of international tourists with ecotourism in the Mekong Delta. The research results will provide managerial implications to enhance service quality and improve the satisfaction of international tourists with ecotourism in the Mekong Delta region, Vietnam.