Chapter 1: INTRODUCTION
1.1 Introduction
In recent years, the satisfaction and loyalty of visitors with a destination have drawn
the attention of many researchers in the world (Niininen et al., 2004; Valle et al., 2006).
This is explained by the following facts: first, loyalty of visitors to a destination will
contribute significantly to increase the profit of the tourism enteprises and the
development of tourism at the destination; second, the necessary to better understand the
role of each factor under different aspects such as destination quality, satisfaction of
tourists, destination of knowledge, involvement of tourists, variety - seeking as well as the
demographic characteristics of tourists in explaining their loyalty to beach tourist
destination. This information is considered valuable for businesses, tourism managers in
making decisions related to building loyal tourists for beach tourism today.
1.2 Necessity of the research
1.2.1 Practical perspective
Vietnam has the advantage of being a country with a long coastline of over 3,000
km, thousands of large and small islands, numerous beaches with white sand, and blue
water. They are favorable conditions for developing beach tourism. However, the tourism
industry including beach tourism is now faced with the issues related to the limitations of
the services quality at the destination including shopping services, entertainment, food,
transportation and accommodation, etc. The limitations impact on: (1) the percentage of
tourists (including foreign tourists) re-visiting to the destinations; (2) expenditure for
shopping activities/total cost of the trip; (3) average length of stay; (4) tourist’s comments
on the destination quality. Thus, the prime challenge for the rapid development and
building sustainable competitive advantage of Vietnam's tourism industry is not only how
to provide a solution to increasing the number of tourists, but also how to improve service
quality, the visitor’s satisfaction to extend the length of her/his stay, encourage visitors to
actively introduce new tourists to the beache destinations, and also actively return to visit
them. The thesis, therefore, will analyzise and clarify the factors of visitor’s loyalty to
beach destinations. Analysis of visitor’s loyalty for beaches destinations (typically
obtained through three beaches: City of Nha Trang, Da Nang and Vung Tau), as to make
proposals for tourism enterprises and tourism management at the national and local level
in order to build vistor’s loyalty to beaches destinations. This is a necessary condition of
the practical perspective of Vietnam's tourism industry development.
1.2.2 Theoretical perspective
The study is based on the loyalty of visitors to the destination. It points out that one
of the factors to encourage them return to visit is their satisfaction with previous
destinations (Alegre & Cladera, 2006, Yoon & Uysal, 2005). However, the main
motivation of a visitor’s satisfaction is his/her awareness of the sevice quality at the
destination (destination quality) (Backer & Crompton, 2000). Research indicates that
natural relationships between service quality-satisfaction-loyalty in marketing in general
and tourism in particular is quite complex (Chi & Qu, 2008; Seiders et al., 2005). In the
tourism perspective, to study the effects of different components of the service quality to
the satisfaction and loyalty of tourists are still subject to many restrictions and debate.
Specifically, the previous studies identified that the perceived service quality as well as a
quality destination is the general concept and direct impact on visitors’ satisfaction and
loyalty (Crompton & Love, 1995). Some other studies, meanwhile, considere service
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quality through multiple different components, by using scales service quality
SERVQUAL (Parasuraman et al., 1988). Particular are studies on the approach in the
Western culture perspective, where the development of tourism services very modern and
overexploitation of natural resources and other resources for tourism development (Truong
& King, 2009). Meanwhile, the problem in the development of Vietnam's beach tourism is
how to link between development and conservation or conservation of valuable natural
gifts. The question is how to evaluate the impact of service quality components to point to
the satisfaction and loyalty of visitors, thereby focusing attention to factors needing
investment. What factors need to preserve is a matter of concern. From this perspective,
the author suggests that researchers consider how the development of different
components of destination quality will inpact on satisfaction and loyalty of visitors, in
order to meet the needs of theoretical perspective.
In particular, the complex relationship between the satisfaction-loyalty is interested
by a number of researchers. This is explained by the different effects of these moderators
variables. Study of moderators variables, however, on demographic characteristics (age,
gender, income) as well as attitude strength construct (involvement, the knowledge of
destination, variety-seeking (psychological interest in exploring which new visitors...)
affect the relationship between satisfaction, and the different components of loyalty
visitors is very limited in the field of tourism; special especially lacks in Vietnam.
Meanwhile, this is the impact on changing the relationship between satisfaction and
loyalty of visitors and is significant for the development of policy to impact on the related
factors. Consequently, studies related to the impact of these variable moderators on the
relationship satisfaction-loyalty of tourists to a destination for tourism in the context of
Vietnam will meet the needs of theoretical and practical perspectives.
1.3 Research objectives
The overall objective of the study is to build tourists’ loyalty to Vietnam beach
tourism (the intention to return to visit, intention to encourage other visitors to visit in the
Vietnamese tourism destination).
Specific objectives:
(1) Exploring the factors (components) of different destination quality effects on the
tourist’s satisfaction at a destination.
(2) Exploring the factors (components) of different destinations quality effects on
different aspects of destination loyalty (intention to return to visit, intention to
suggest to others to visit).
(3) Testing of the effects of variables moderatorsuch as demographic characteristics
(gender, age, average income) as well as attitude/satisfaction strength construct
(knowledge of destinations, involvement, variety seeking) in the relationship
between satisfaction and various aspects of destination loyalty (the intention to
return to visit, intention to encourage other visitors to visit the Vietnam beaches
destination tourism).
1.4 Research questions
(1) How do the factors of different destination quality influence visitor’s satisfaction at
a destination?
(2) How do the factors of different destination quality influence the difference aspects
of destination loyalty (intention to return to visit, intention to suggest to others to
visit).
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(3)
How do the moderator’s variables such as demographic characteristics (gender, age,
average income) as well as attitude strength construct (knowledge of destinations,
involvement, variety seeking) influence the relationship between satisfaction and
various aspects of destination loyalty (the intention to return to visit, intention to
encourage other visitors to visit in the Vietnam beaches destination tourism).
1.5 Subject and scope of research
This study is based on the samples collected randomly from domestic tourists at
other hotels, restaurants, tourist attractions in three beaches: Nha Trang, Vung Tau, Da
Nang, during the period from May to August 2012. The selection of these three cities
mentioned above is needed to balance between visitors to of regional beach tourism in
Vietnam. This is typical of the local tourism development and marine tourism which is
less affected by seasonality than in the provinces of the north. In addition, in recent years,
this has been pretty typical of three beaches cities in the selection of domestic tourists.
1.6 Research model
The research model in which the visitor’s loyalty will be an entirely dependent
variable and influenced by the different components of the destination quality
(accommodations, food, tour, attraction of beach city; local people, shopping services,
entertainment, recreation ...); visitor’s satisfaction. At the same time, the role as variable
moderators characteristics of visitors’ demographics (gender, age, average income) as well
as attitude strength (knowledge of destinations, tourist’s involvement, variety seeking) in
the relationship between satisfaction and loyalty of visitors will also be addressed in the
model.
1.7 New contributions of the thesis
New contributions to theoretical and methodological aspects
New contributions to the theoretical aspect: Based on the theory of consumer
behavior and tourist’s loyalty in the tourism sector, this doctoral thesis has focused on the
clarifying the theoretical basis of visitor’s loyalty, and the factors that influence the loyalty
as a basis for offer three new researches, namely:
(1) Establish the need to access quality beach tourism destination in view of the
components (elements) as well as the degree of their influence on different
satisfaction, and loyalty of visitors to the beach tourism destination.
(2) The components of the attitude strength (destination knowledge, involvement in
beach tourism, variety seeking of tourists) as moderate effects for example, making
the relationship between tourist’s satisfaction and loyalty to beach destinations to
increase or decrease various).
(3) The components of the demographic characteristics (age and income) as moderate
effect (for example, making the relationship between tourists’ satisfaction and
loyalty to beach destinations to increase or decrease various).
New contributions to the methodological aspect: this doctoral thesis has applied
research methodology by combining the qualitative and quantitative method (multivariate
research model that takes into account mediator and moderator variables), with techniques
to handle data at the AMOS software for research into beach tourism in Vietnam.
New conclusions and recommendations from the research fidings
For the tourism enterprise: The quality of accommodation, restaurant, and tour
sevices has the greatest influence on the satisfaction and loyalty of tourists to Vietnam
beach tourism. Meanwhile tourist resources play an important role in increasing the
attractiveness of beach tourism destination. Therefore, tourism enterprises need to: (1)
Focuse on the study and classification of visitors’ premise customer data to build the
cruise; (2) Improve the quality of business services to meet the needs of each target group
visitors; (3) Improve the quality of human resources in the tourism enterprises themselves.
For tourism management agencies at the local beach tourism: First, policies should
be developed for tourism services, to take care of “loyalty of visitors” in order to increase
the loyalty of groups of tourists such as: married; high income; higher levels of education;
over 50 years old. Second, there should be further development of new tourism services,
continuous improvement of services to “entice” young unmarried visitors to develop their
loyalty to the destination. Third, increase investment in improving the quality of
accommodation facilities, restaurant, tour, shopping, and entertainment facilities from
which to build and promote the brand image of beach tourism. This will contribute to
increasing tourists’ knowledge, their involvement with services such as beach tourism
destination “Unique - Safe – Civilized - Friendly”.
For tourism management agencies at the national level: (1) First, the policies should
preserve and conserve the cultural value of coastal fishermen, conservation and
development of beaches bays, beach protected areas associated with the maintenance of
the beach ecological environment; (2) there should development of policies transportation
system safe destination associated with inter-regional, and inter-disciplinary aspects; (3)
policies should educate, about the role and position of beach, marine economics, and
marine tourism the local people and communicate.
1.8 Thesis outline:
Besides the introduction and conclusion, the thesis consists of five chapters and is
structured as follows: Chapter 1: Introduction; Chapter 2: An overview of the theoretical
aspect; Chapter 3: Research methodology; Chapter 4: Research findings; Chapter 5:
Implications and recommendations.
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Chapter 2: AN OVERVIEW OF THE THEORETICAL ASPECT
2.1 Introduction
The purpose of the reviewing theories include: (1) The theory of consumer behavior
in tourism; (2) The different views concerning customer’s loyalty; (3) Factors impacting
on loyalty; (4) The gap theory needs further study; and (5) The reseach proposal models
and hypotheses.
2.2 The theory of consumer behavior in tourism
2.2.1 The concepts concering consumer behavior in tourism
Consumer behavior in tourism is interpreted as visitor’s behavior in finding,
purchasing, using, evaluating and removing of the products/services which they want to
satisfy the needs of the trip. Consumer behavior in tourism focuses on individual decision
-making as to how to use the available resources (time, money, effort) and the
consumption of tourism-related products in the trip.
Consumer’s tourism is understood as buyers of tourism products to meet the
personal needs and wants. They are the ultimate consumers of tourism products due to
manufacturing/supply business enterprises/destination.
Consumer’s tourism market is where the participation of individuals, househomes,
and groups exists and potential buyers of tourism products aim at satisfying their
individual needs/wishes.
2.2.2 The research model in consumer behavior in tourism
The general model of consumer behavior in tourism indicates the individual
consumer decision making in tourism depends on two groups of factors. The first group is
the stimulus from the external factors (economic, political, socio-cultural, technology,
nature, the elements of Marketing - Mix of business tourism unit). Meanwhile, the second
group is the domestic factors or tourist consumers (personality and psychological
characteristics, cognitive processes, involvement, variety seeking, evaluation the quality of
the product/service tourism, attitudes toward tourism products selected, and the decision to
select travel products…).
The model of consumer behavior of visitors (Mathieson & Wall, 1982) including
five stages (identifying needs, wants, selecting information regarding the trip, decision
making of destination choice, travel; experience evaluating and deciding to go back).
Stimulus-Response model (Middleton, 1994) shows the interaction of four components
(stimulating travel, personal factors, social factors, characteristics of the destination) with the
central component being characteristics of visitors and their making-decisions.
2.3 Customer’s loyalty
2.3.1 The research related to customer’s loyalty
For nearly 80 years, the studies of customer’s loyalty have become a topic of great
concern to the researchers (Rundle-Thiele, 2005). The concept of loyalty has been
developed through three basic aspects: (1) Acts of brand choice/use of customer service;
(2) Buttons attitude towards the customer for the purchase of a brand; (3) Combining the
above two aspects (Jacoby & Chestnut, 1978; Rundle-Thiele, 2005).
2.3.2. Behavioural loyalty
Customer’s loyalty is defined as behavior in choicing the brand/repurchase (Jacoby
& Chestnut 1978). In the tourism perspectice, customer’s behavioural loyalty is as
following: (1) Residence time (Iwasaki and Havitz, 1998); (2) Intensity (time of the
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purchase, use, or participation in recreational activities every day/week/month/year)
(Iwasaki & Havitz, 1998); and (3) Frequency (quantity purchase, use, or participate in a
certain time period) (Petrick, 2004). In this thesis, the author proposes that behavioural
loyalty is interpreted as a set of reactions of visitors which can be observed through the
frequency of their back travel in a defined time period (number of back travel to the
destination in a defined time period) and the length of stay at the destination of that tourist
(staying in one of the day trips).
2.3.3. Attitudinal loyalty
Attitudinal loyalty is defined as the attitude of the customer's perception of a certain
behavior. This is expressed through the psychological constraints, intention to buy the
brand or using service providers, as well as suggestions from others or to speak well of a
product/service for them (Oliver, 1999). In this thesis, the author proposes that attitudinal
loyalty is interpreted as the visitor’s preference/intention to return to a tourist destination
(as measured through statements such as: will/ intent/desire/ability) and intention to
suggest to others about travel destinations (as measured through speech-related mouth
intentions as: will/intent/desire to ...).
2.3.4. Composite loyalty
Some researchers exploit the aspects of customer loyalty by using the concept of
composite loyalty (Backman & Crompton, 1991; Morais et al., 2004) (attitudinal loyalty,
behavioral loyalty, and composite loyalty). The thesis presents concepts related to the
loyalty of tourists based on the synthesis of previous research in many different fields and
statements of loyalty visitors which have access to the three main aspects of the measure
as follows:
First, behavioural loyalty in toursim is the behavior of visitors expressed through
the frequency of their back travel in a defined time period and their length of stay.
Second, attitudinal loyalty in tourism is interpreted as the visitor’s preference/
intention to return to a tourist destination and his/ her intend to introduce others to travel
destinations.
Third, composite loyalty is defined as a combination of commitment or frequency of
tourist’s return travel which stems from their positive attitude to specific destinations.
2.3.5. Factors impacting on visitor’s loyalty
The identification of factors affecting tourists' loyalty plays a very important role in the
development of their loyalty to a tourist destination (Chi & Qu, 2008; Morais et al., 2004). If
the researchers point out where the fundamentals have great influence on customer loyalty, it
would be really useful to managers as well as corporate sectors in developing measures to
influence on the factors that contribute to building loyalty travelers.
•
•
•
•
•
•
•
•
•
•
Attitudinal loyalty
Service quality;
Satisfaction;
Brand trust;
Switching costs;
Variety seeking;
Reliability of provider;
Sự quan tâm đến thị trường tham gia;
Marketplace involvement;
Perceived value;
Knowledge.
•
•
•
•
•
•
•
•
•
•
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Behavioural loyalty
Service quality
Satisfaction;
Switching costs;
Lack of suitable alternatives;
Economic costs;
Brand image;
Service recovery;
Strength of preference;
Customer involvement;
Attitudinal loyalty.
Figure 1.2: Factors impacting on customer’s loyalty in the service and tourism area
Based on many different studies in the world, the author finds that there are many
factors that affect customer’s loyalty in the research of service and tourism areas. The
factors mentioned above may impact directly, linear and customer loyalty. In addition,
some factors include indirect effects, linear or non-linear. In addition, the nature of the
impact factor is not the same. Specifically, some factors that influence positively (for
example making customers more loyal to the destination) while other factors have a
negative impact. However, in this thesis, the author focuses on two main groups of factors
related to consumer behavior theory in tourism:
Group 1: Factors belonging to different components of destination quality,
tourist’s satisfaction effect on visitor’s loyalty to the beaches cities.
Group 2: The role moderator of some factors which makes the relationship between
satisfaction and loyalty of visitors for destination change (positive relationship, negative,
linear or non-linear).
2.4. Destination quality
2.4.1. The research related to destination quality
Visitors have the opportunity to have access to many different services in a
destination so the evaluation of perceived quality of tourist services is complex (Crompton
& Love, 1995). The concept of “destination quality” indicates the attributes of service
introduced by service providers in a destination, namely: quality of roads, airports, ports,
hotels, restaurants, bars, communications systems, parks, amusement parks, sports
activities, area museums, historical sites, the level of security, political stability, the price
of items, atmosphere, weather, noise pollution, traffic congestion. Moreover, some other
factors can also help us to assess the destination quality such as tourism resources in rural
areas, the friendliness and hospitality of the local population, language problems (Backer
& Crompton, 2000; Beerli & Martin, 2004). Apart from the research in the beaches cities,
besides some components of destination quality are mentioned above, the components of
the beaches tourism resources also play a vital role in creating an attractive destination and
enticing visitors to return.
2.4.2. The relationship between destination qualities with visitor’s loyalty
Type 1: Focus on the direct relationships, positive, linear between service quality
and customer loyalty (Chi & Qu, 2008; Truong & King, 2008; Yoon & Uysal, 2005).
Type 2: The role moderator of custormer’s satisfaction in the relationship between
destination quality and customer loyalty (Caruana, 2002; Yu et al., 2005).
Type 3: Destination quality effect on customer’s loyalty by both direct and indirect
through satisfaction (Baker and Crompton, 2000; Lee et al., 2004).
In this thesis, the destination quality is a multidimensional concept including
components (accommodation, food, tour, entertainment, recreation, transportation,
shopping, attractive beach resources, hosts ...). The influence on the satisfaction and
loyalty of visitors is essential.
2.5 Customer’s satisfaction
2.5.1. The research related to customer’s satisfaction
Oliver (1997) suggests that satisfaction is the process of “fully meeting customer’s
needs”; customers will be satisfied if the products and services are provided to meet their
expectations. Zeithaml et al., (1996) emphasize that satisfaction is considered the state
level of customer feelings through comparative awareness of a product/service to
expectation. This study uses the concept of tourist’s satisfaction as a result of the
comparison sense when using products/services in a destination with the expectation that
tourists pose before using the product/services.
2.5.2. The relationship between satisfaction and loyalty
Type 1: Focus on direct relationships, positive, linear between customer’s
satisfaction and loyalty (Chi & Qu, 2008; Truong & King, 2008; Yoon & Uysal, 2005).
Type 2: Focus on the two aspects of direct impact, linear, non-linear by the different
effects of variables moderator such as demographic characteristics (age, gender, income)
(Cooil et al., 2007; Homburg & Giering, 2001), or strengths attitudes such as involvement,
knowledge, varieting seeking, preperence conflict, degree of certainty... (Chandrashekaran
et al., 2007; Seiders et al., 2005).
Thus, the complexity of the relationship between customer’s satisfaction and
loyalty, in other words the gap, especially the role of moderator-personal variables in
studies concerning the relationship between these two factors should be further
implemented in the subsequent studies in different contexts, including the tourism
perspective.
2.6 The factors which play the role as moderators in the relationship between
customer’s satisfaction- and loyalty.
2.6.1 The components of attitude strength
2.6.1.1 Knowledge of destination
Concept
Knowledge is indicated as subjective evaluation of visitors relevant to performing a
specific task (Gallarza et al., 2002). The thesis examines the perspective of knowledge as
visitor’s knowledge or capacity to access new information of the marine tourism
destination.
The role of knowledge of destination in the relationship between satisfaction and customer
loyalty
Visitor’s evaluation of the destination is effected by their knowledge (Baloglu &
McCleary, 1999), satisfaction, and intention to WOM and intention to return to visit The
relationship between satisfaction and loyalty is stronger for the visitors much
private/understanding of destination (Beerli &Martin, 2004).
2.6.1.2 Visitor’s Involvement in the beach
Concept
Involvement is the combination of the level of awareness of personal issues with
either the importance of the product/service in the customer's consumption (Homburg &
Giering, 2001). This thesis inherits the concepts of involvement mentioned above and uses
it to grow as awareness of the importance of beaches tourism activities for visitors in the
context of business tourism destinations in Vietnam.
The role of tourist’s involvement in the relationship between customer’s satisfaction and
loyalty
Customers have a high level of involvement in the product/service will lead to
attention seeking information related to the product/service (Mittal, 1989; Homburg &
Giering, 2001). A high level of involvement they tend to search for and consume such
products and services. Therefore, the involvement is expected as moderator variables in
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the relationship between customer’s satisfaction and after-sales service and customer’s
loyalty.
2.6.1.3 Variety seeking (finding new destiantions)
Concept
Variety seeking is seen as the motivation persperctive, the diversity of behavior is
found as a tool or function of the diversity of choice (Bansal et al, 2005). The motivation
of variety seeking means that customers prefer to search for a new brand to have a variety
of brands, whether customers are satisfied with the original brand. This is the result of
changing shopping behavior (Steenkamp & Baumgartner, 1992). This thesis develop the
concept in previous studies in many fields, and for that (variety seeking), or psychological
interested in exploring new destinations of tourists is choice behavior towards a new
destination which replaces the destination before.
The role of variety seeking in the relationship between customer’s satisfaction and loyalty
Variety seeking of customers will affect the relationship between satisfaction and
loyalty of customers for products/services (Homburg & Giering, 2001). In the field of
tourism, tourists prefer to seek diversity in tourism products will reduce the relationship
between satisfaction and loyalty to the destination rather than looking at the diversity.
2.6.2 The components of demographic characteristics
2.6.2.1 Gender
Homburg & Giering (2001) has suggested that gender influences moderate in the
relationship between satisfaction and loyalty of customers when shopping. In the tourism
perspective, the research of Pizam et al (2004) indicates that men differ from women in
detination loyalty. Particularly, those who prefer the outdoors, seek change, even though
they are satisfied with the service at the destination, but it is hard to go back the next time.
2.6.2.2 Age
Homburg và Giering (2001) has proposed that age plays a moderator role in the
relationship between satisfaction and loyalty of customers.
2.6.2.3 Income
Homburg và Giering (2001) has proposed that income plays a vital importance
moderator role in the relationship between satisfaction and loyalty of customers.
2.7 The research proposal and hypotheses
2.7.1 Mode 1: The relationship between components of destination quality and
visitor’s satisfaction and loyalty
The study will test the positive impact of the different components of destination
quality on the tourist’s satisfaction. At the same time, the study also will test the positive,
linear relationship between the different components of the destination quality with
visitor’s loyalty. Finally, this study will suggest a positive linear relationship between the
tourist’s satisfaction and the components of destination loyalty; intention to WOM has a
positive impact on the intention to return to visit.
2.7.2 Model 2: The relationship between the visitor’s satisfaction and loyalty: the role
moderate of knowledge of destination, involvement, variety seeking.
The relationship between satisfaction and loyalty of visitors will increase by a
moderate impact of destination knowledge and involvement in beach travel while this
relationship will be reduced by the impact of varieting seeking.
2.7.3 Model 3: The relationship between visitor’s satisfaction-loyalty: the role moderate
of demographic characteristics (age, gender, income)
The relationship between satisfaction and loyalty of visitors will decrease for males
than females; for younger people than older people and for people with higher income than
people with low incomes.
3.1 Introduction
The purpose of this chapter is to present the methodology used in the dissertation
process, namely: (1) Research design (research methodolygy, process of conducting
research); (2) Building scale; (3) Data analysis (statistical analysis, synthesis comparable,
quantitative analysis) with two dedicated software SPSS 16.0 and AMOS 16.0. Finally,
this chapter also shows the results of the preliminary assessment scales as prerequisite for
the design of the questionnaire which served formal quantitative research on a large scale.
3.2 Research design
3.2.1 Research methodolygy
This study has been carried out in two steps: (1) Preliminary research conducted
through qualitative methods, while (2) the official research has done by quantitative
methods.
3.2.2 Reseach process
Research into consideration of the scale construction process based on Churchill (1979) as
suggested.
3.2.3 Research sample
In this study, in oder to ensure the sample size for research the author balances the
sample selected after discussion and review all of the estimated parameters in the model,
namely: all indicators used to measure the 52 observed variables (including 05 indicators
measuring demographic factors; 02 indicators measuring loyalty behavior; 06 indicators
measuring attitudinal loyalty; 08 indicators measuring satisfaction; 21 indicators
measuring destination quality; 03 indicators measuring knowledge of destination; 03
indicators measuring involvement; 03 indicators measuring the variety seeking, 01
indicators measuring visitor’s motivation; and 08 research concepts. Based on the
measurement indicators, the sample sizes conducted in this study for each destination is 60
* 5 = 300 observations; the total sample size is 900 observations.
3.3 Building scale
Table 3.0 The origin of the scale
Number
of
Origin of the scale
indicators
Behavioural loyalty
02
Chi & Qu (2008); Yoon & Usnal (2005)
Attitudinal loyalty
06
Chen và Chen (2010); Chi và Qu (2008); Yoon và Usnal (2005).
Satisfaction
08*
Chen (2008); Chen và Chen (2010); Chi và Qu (2008); De
Rojas và Camerero (2008).
Knowledge of destination
03
Baloglu và McCleary (1999)
Involvement
03
Homburg và Giering (2001)
Variety seeking
03
Barroso và cộng sự (2007)
Destination quality
27*
Alegre và Garau (2010); Beerli và Martin (2004); Chi và Qu
(2008); Truong và King (2009)
Tourism motivation
01
Uysal và Hagan (1993)
Construct
* Some indicators measuring research concept is based on developing expert method
Chapter 3: RESEARCH METHODOLOGY
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3.4 Data analysis procedures
Using SPSS 16.0 to analyze the Cronbach Alpha coefficient for rejecting the
indicators which have the correlate with the total is small, and to test Cronbach's Alpha. In
addition, SPSS16.0 will also be used to Exploratory Factor Analysis (EFA). At the same
time, the thesis uses AMOS 16.0 for Conformatory Facotr Analysis (CFA) in oder to
assess the scale before being put into the area of Structural Equation Modeling (SEM).
3.5 Results of preliminary quantitative research
The objective of preliminary quantitative research is a completed surveys
questionnaires which serve official quantitative research. Thus, the preliminary study
results allowed the authors to propose a new questionnaire to serve official quantitative
research.
Table 3.13 Sum up the results of the preliminary scale assessment for research into
service officies
Construct
Numble of indicators
Conclusion
Behavioural loyalty
02
Continue
Attitudinal loyalty
06
Continue
Satisfaction
08
Continue
Knowledge of destination
03
Continue
Involvement
03
Continue
Variety seeking
03
Continue
Destination quality
21
06 indicators are rejected
Chapter 4: THE RESEARCH FINDINGS
4.1 Introduction
The goal of this chapter is to present the results of data analysis and testing of
hypotheses. First, the characteristics related to demographics of the study sample will be
presented to the local destinations. Second, the study will present the results from the
ANOVA analysis to test the difference in the average value according to the demographic
characteristics (age, gender, marital status, educational level and income). Third, the study
will present the results of factor analysis and reliability of the measurement scale. Fourth,
the study will present the results of testing the components of the proposed model. Finally,
the study will explain the results of the impact of abstinence involved in the proposed
research model.
4.2 Sample characteristics
4.2.1 Characteristics of the study area
Characteristics of the study area were analyzed under the following perspectives: (1)
Beaches tourism resources; (2) The facilities for the development of beaches tourism; (3)
Tourism product and tourism business of the three destinations to be selected.
4.2.2 Sample
This study is based on collecting randomly samples of domestic visitor’s accessing
hotels, restaurants, tourist attractions in three beaches tourism Cities (Nha Trang, Da
Nang, Vung Tau). In addition, a number of similarities to the natural conditions of the
beach areas in central and south Viet Nam such as blue sea, white sand, sunshine, with
beautiful islands are also considered. Direct interviews with 900 visitors (nearly 100
questionnaires with more questions left blank item has been removed). The structure of the
sample is distributed as follows: the total 812 repondents includes 57,4% of men; rate of
travel of the married participants is over 60%; aged 22 to 35 participating in most beach
tourism (39,70%); Nearly 70% of respondents have a university, post graduate, college
and high school degree transition activities engaged in the beach; nearly half of the
respondents indicated their average income ranging from 5 to 10 million VND/month
(average income of individuals in the study sample is 4.35 million VND/month).
Distribution of the sample according to the origin of the visitors show that tourists from
Ho Chi Minh City account for the highest rate, followed by visitors from Hanoi. Besides
noteworthy is that tourists tend to choose the cruise destinations close to where they reside
more. Finally, test Skewness and Kurtosis parameters of components age, education level,
income per capita shows that the values obtained are less than 1 Thus, the structure of the
demographic characteristics responds quite well the distribution of sample preparation.
Table 4.2 Sample distribution
Area distribution
Number of questionnaires obtained
Number of questionnaires analysized
Number of questionnaires rejected
Origin distribution (where the visitor goes)
Ha Noi
Hai Phong
Nghe An
Tp. Ho Chi Minh
Binh Duong
11
12
Nha Trang
300
279
21
Da Nang
300
281
19
Vung Tau
300
252
48
91
25
12
109
18
134
0
36
78
12
16
19
17
145
44
Can Tho
Others
Sum
21
24
300
0
40
300
27
32
300
Resource: research findings by the author from May to August/2012
4.3 Analysis of the characteristics of research concepts
4.3.1 Behavioural loyalty
Table 4.4: Average time return travel X city within 5 years
Average time return travel X city
within 5 years
Indicator
Total Average
1
2
3
4
Over 5
time
Time Times Times Times Times
Respondents
347
194
133
81
77
812
Percentage (%)
42.7 23.9
13.9
10.0
9.5
100
Total time
347
388
339
324
358
1783
2.19
Resource: research findings by the author from May to August/2012
Table 4.5: Average number of days of stay in the city of X in the last 5 years
Average number of days of stay in the city of
X in the last 5 years
Indicator
1
(From 1
to 2 days)
(1.5)
2
(From 3
to 4 days)
(3.5)
3
(From 5
to 6 days)
(5.5)
Respondents
Percentage (%)
Total days
4
(Over 7
days)
(7)
Total
Average
days
565
206
38
3
69.60
25.70
4.70
0.40
847.50
721
209
21
1798.50
2.21
Resource: research findings by the author from May to August/2012
4.3.2 Attitudinal loyalty
The results indicate that for the indicator to the visitor’s intention to return to visit
the beach city, most travelers intend to return to visit in the range of from 4 points to 7
points, the average score is 5.5. At the same time, this study also considers the average
scores of tourists’ reply to intend to suggest for others which ranges from 5.41 to 5.67, on
average, over 90% of respondents have a plan to suggest for relatives, friends to visit in
the beach city X.
4.3.4 The ANOVA test for the difference values of the loyalty concepts related to
demographic characteristics (age, education level, income)
The difference is not statistically significant in value mean between the age groups,
education levels and income related to behavioural loyalty.
The difference is not statistically significant in the value mean of stays between age
groups, education levels.
The difference is statistically significant at level (p<0.05) of the value mean of the
length of stay between those with different incomes.
The difference is statistically significant at level (p<0.05) between the age groups
and income related to the assessment of the return to visit
The difference is not statistically significant in the value mean of attitudinal loyalty
among educated groups.
13
Final, the difference is statistically significant at level (p<0.05) between the age
groups, education levels and income related to the assessment of the intention to suggest
other people to travel in the city of X.
4.3.5 Visitor’s motivation
Table 4.9 Visitor’s motivation to the beach City
Chỉ tiêu
Visitor’s motivation to the beach City
Visit,
MICE
Visiting
Trading Health Others
relax
relatives and
friends
Respondents
Percentage (%)
448
128
93
95
42
16
55.20
15.80
11.50
10.50
5.20
2.00
Resource: research findings by the author from May to August/2012
4.3.6 Visitor’s satisfaction
The result findings indicate that tourists are rather satisfied with the beach cities.
The average score for the speech ranges from 5.38 to 5.71/7.0.
4.3.7 Knowledge of destination
The results findings indicate that tourists’ knowledge of the beach cities are not high. The
average score for the speech ranges from 5.19 to 5.31/7.0.
4.3.8 Involvement
The result findings indicate that toursists’ involvement with the beach cities are not high.
The average score for the speech ranged from 3.93 to 4.30/7.0.
4.3.9 Variety seeking
The result findings indicate that tourists often have variety seeking behavior for a
new destination. The average score for the speech ranges from 5.44 to 5.52/7.0.
4.3.10 Destination quality
The average score for twenties items ranges from 5.06 to 5.95/7.0.
4.4 The research findings for SEM
4.4.1 Preliminary assessment scales by Cronbach alpha
4.4.1.1 Cronbach alpha for scales in the research model
The scales have Cronbach alpha coefficient which is quite high, especially small scale is
knowledge of destination DK (0.771). The correlation coefficients are greater than 0.30 (as
defined by less than 0.30 is turning trash which needs to be removed). Therefore, all the
observed variables will be used in the EFA.
4.4.1.2 Cronbach alpha for the destination quality scales
The scales have Cronbach alpha coefficient which is high (0.871). The correlation
coefficients are greater than 0.30. Therefore, all the observed variables will be used in the EFA.
4.4.2 EFA analysis
4.4.2.1 The result findings of EFA analysiz for scales in the model
The result findings of EFA analysis show that six factors are extracted in eigenvalue
which is 1.394, and the total extracted variance is 72.388%, with Cronbach alpha coefficients of
most of the observed variables being all large scale more satisfactory 0.7. However, to assert the
value of the scale is a more stringent application and to ensure that the value of convergence
and discrimination of the value scale, the confirmatory factor analysis (CFA) is all essential.
14
Table 4.17 EFA analysis
Factors
Observed variables
1
2
3
4
5
6
SA1SA8
0.5580.807
INVOL1INVOL3
0.8700.902
WOM1WOM3
0.8540.887
VS1VS3
0.8370.883
RE1RE3
0.7910.850
DK1DK3
0.7640.846
Resource: research findings by the author from May to August/2012
4.4.2.2 The result findings of EFA analysiz for destination quality
The results of EFA analysis (three times) show that 05 factors are extracted in the
eigenvalue which is 1.117 and the total variance extracted high 66.283%. In addition, with
Cronbach alpha coefficients of most variables observed in all scales greater than 0.7 are
satisfactory. Therefore, there are 18 indicators for 05 components are retained to assess the
quality point scale will be used to CFA in order to prove the validity of the scale in a more
stringent while ensuring the single, converged values and distinctiveness of the value scale.
Table 4.18 EFA analysis
Factors
Observed variables
DQ8DQ14
DQ14DQ17
DQ3DQ6
DQ18DQ20
DQ1DQ2
1
0.6730.741
2
3
4
5
0.6720.790
0.7110.829
0.6050.893
0.7990.835
Resource: research findings by the author from May to August/2012
4.4.3 CFA analysis
4.4.3.1 The result findings of CFA analysiz for scales in the model
The result findings of CFA analysis indicate that the factor weights of indicators for the
concepts are achieving a high level of significance (p <0.001, t > 15, factor loadings from 0.51
to 0.91. Additionally, the scales are achieved composite reliability within the very good reviews
CCR> 0.70 and variance extracted values of VE > 0.50. These results conclude that the scale
used in the thesis has achieved reliability and the convergent validity. Moreover, the value of
Chi - squared = 2.971, degrees of freedom 215 with p <0.001. The indicator measuring
relevance also reaches very high values (NFI = 0.937, TLI = 0.945, CFI = 0.957; CMIN/df =
2.971; RMSEA = 0.049) (Browne & Cudek, 1992); demonstrate that the research model with
components explaining the visitor’s loyalty is consistent with market data.
4.4.3.2 The result findings of CFA analysis for destination quality
The result findings of CFA analysis indicates the factor weights of indicators for the
concepts achieve a high level of significance (p <0.001, t > 17, factor loadings from 0.60 to
0.91. Additionally, the scales have achieved composite reliability within the very good reviews
CCR> 0.70 and variance extracted values of VE > 0.50. These results concludes that the scale
used in the thesis has achieved reliability, and the convergent validity. Moreover, the value of
Chi - squared = 2.891, degrees of freedom 80 with p <0.001. The indicator measuring relevance
15
also reaches very high values (NFI = 0.951, TLI = 0.950, CFI = 0.967; CMIN/df = 2.891;
RMSEA = 0.048) (Browne & Cudek, 1992); demonstrate that the research model with
components explaining the visitor’s loyalty is consistent with market data.
4.4.4 Assessing discriminant validity
4.4.4.1 The result findings of assessing discriminant validity between constructs in the
model
The estimated results of the structural model indicate a good fit with the data [χ2 (215) =
638.18, p = 0.000; CMIN/df = 2.97, TLI = 0.945, CFI = 0.957, RMSEA = 0.049]. In addition,
all correlations are low (less than 0.52); showing the value of the concept of discrimination
validity (Anderson & Gerbing, 1988).
4.4.4.2 The result findings of assessing discriminant validity between destination quality
construct
The estimated results of the structural model indicate a good fit with the data [χ2 (80) =
231.287, p = 0.000; CMIN/df = 2.891, TLI = 0.950, CFI = 0.967, RMSEA = 0.048]. In
addition, all correlations are low (less than 0.48) showing the value of the concept of
discrimination validity (Anderson & Gerbing, 1988).
4.4.5 Testing direct effects
4.4.5.1 Model 1: Testing the relationship between destination quality components with
visitor’s satisfaction, and destination loyalty components
The estimated results of the structural model indicate a good fit with the data [χ2 (281) =
1108.266, p = 0.000; CMIN/df = 3.944<5.0, TLI = 0.902, CFI = 0.922, RMSEA = 0.06]
((Browne & Cudek, 1992). The proposal model, thus, fits the data collected from the market.
The results of standardized estimates of parameters and hypothesis are presented in the table
4.26 shows that 13/18 relationships is a statistically significant (p <0.10).
Table 4.26 Testing research model 1
Construct
Satisfaction
Intention
Intention to
to WOM
return to visit
H
E
t
H
E
t
H
E
t
Attractive (AT) H1a 0.307 7.16*** H2a 0.112 2.43** H3a 0.050 1.118ns
Traffic and safety
(TP)
People (DP)
Lodging,
food,
travel (HP)
H1b 0.014
0.39ns
H2b 0.064
1.63*
H3b 0.105
2.81**
H1c 0.066
1.93*
H2c 0.027
0.69ns
H3c
0.033
0.935ns
H3d 0.256
5.45***
H1e 0.437 1.,94*** H2d 0.256 5.30***
Entertainment
H1f 0.227 5.83*** H2e 0.043 1.054ns H3e 0.069 1.81*
(ET)
Satisfaction
H4a 0.144 2.87** H4b 0.280 5.85***
Intention
to
H5a 0.165 4.19***
WOM
R2
0.341
0.125
0.349
Resource: research findings by the author from May to August/2012
***
p < 0.001; **p< 0.05; *p<0.10; ns: non significant
(H) Hypothesis; (E) Estimate
16
4.4.5.2 Model 2: Testing the role moderate of knowledge of destination, involvement, variety
seeking in the relationship between visitor’s satisfaction-loyalty.
Table 4.27. Testing the role moderate of knowledge of destination, involvement, variety
seeking in the relationship between satisfaction-visitor’s loyalty:
Model
WOM
Estimate
Intercept
SA
DK
INVOL
VS
DK*SA
INVOL*SA
VS*SA
ANOVA
Regression
Residual
Total
4.066
0.140
0.162
0.024
-0.054
0.202
0.029
-0.077
Sum of
squares
Standard
error
0.235 17.302***
0.063
2.677**
0.031 4.617***
0.029
0.684ns
0.038
1.512ns
0.005 4.731***
0.005
0.746ns
0.007
-1.658*
F
Sig.
97.509
1156.538
1254.047
R2
RE
Sig.
9.512
0.000
Estimate
2.243
0.460
0.071
0.066
-0.102
0.086
0.079
-0.122
Sum of
squares
311.346
982.407
1293.753
0.083
Standard
error
Sig.
0.217 10.332***
0.058 9.666***
0.029
2.222*
0.027
2.063*
0.035 -3.148**
0.005
2.223*
0.005
2.234*
0.006 -2.877**
F
Sig.
35.812
0.000
0.234
Resource: research findings by the author from May to August/2012
***
p < 0.001; **p< 0.05; *p<0.10; non significant
4.4.5.3 Model 3: Testing the role moderate of demographic characteristics (age, gender,
income) in the relationship between visitor’s satisfaction-loyalty.
Table 4.28 Testing the role moderate of demographic characteristics (age, gender,
income) in the relationship between visitor’s satisfaction-loyalty
WOM
Model
Intercept
SA
SEX
AGE
INCOME
SA*SEX
SA*AGE
SA*INCOME
ANOVA
Regression
Residual
Total
R2
Estimate
4.151
0.188
-0.019
0.143
-0.076
-0.024
0.171
-0.097
Sum of
squares
115.788
1182.120
1297.908
RE
Sig.
Standard
error
0.236 17.561***
0.053 4.336***
0.086 -0.566ns
0.048 4.197***
0.059
-2.102*
0.015 -0.646ns
0.008 4.519***
0.010 -2.673**
F
11.250
Sig.
0.000
Estimate
2.389
0.444
-0.003
0.154
-0.152
-0.012
0.182
-0.165
Sum of
squares
367.020
953.205
1320.225
Standard
error
0.213
0.048
0.078
0.043
0.035
0.014
0.007
0.009
11.235***
11.474***
-0.923ns
5.035***
-4.387***
-0.350ns
5.393***
-5.095***
F
Sig.
44.224
Sig.
0.000
0.081
0.272
Resource: research findings by the author from May to August/2012
***
p < 0.001; **p< 0.01; *p<0.05; non signigicant
17
4.5 Review of the main findings of the thesis
4.5.1 Some prominent characteristics of loyalty destination for beaches cities
Firstly, the study results indicate that the average length of stay of tourists in the study
sample is 2.19 times/05 years (higher than the results of preliminary studies in Nha Trang city
2.0 times/05 years). The survey results from a sample in three destinations indicate that the
overall average length of stay of tourists for 01 day trip is 2.21 days (lower than the preliminary
results of research in Nha Trang city is 0.11 days; but higher than the average forecast national
average is 0.40 days). In addition, unmarried people often stay lower than the average married.
Testing ANOVA also show that people with high incomes usually stays higher for a trip
compared to those with low incomes.
Second, the study results indicate that the average mean score intention loyalty of visitors
is respectively 5.5/7.0 and 5.54/7.0. This is quite high results which show that visitors intend to
travel back for the next times. Moreover, the intention to return to visit of the age groups is
different. In addition, intention loyalty of high-income tourists is low but their intention to
recommend to others is high. Finally, for visitors who have higher education levels, their
intention to introduce others to travel to the beaches cities is higher than the other groups.
Third, the motivation for relax: the number of tourists come back from 2 or more times
60% compared to the number of times they return for other motivation as well as the length of
stay for the purpose of tourism accounts for over 50%.
4.5.2 Explaining effects of destination quality components, and visitor’s satisfaction on
destination loyalty
First of all, the highlights of the study results indicate the average score of the evaluation
of the destination quality in the three beaches Cities. The study results showe that the overall
destination quality is not really high (5.15/7.0).
Second, the visitor’s loyalty to the beaches destinations can be explained as follows:
Level 1: The results indicate that some components of destination quality have direct and
positive impact on the tourists’ intention destination loyalty to different levels. Specifically,
component quality food services, accommodation and attraction of the beaches cities play the
most important role in introducing other people to travel in the beaches cities. In contrast,
component quality services and leisure activities of people in the beaches cities have no
statistically significant impact on tourists’ intention to introduce to other visitors.
Level 2: The study results indicate that the components of the proposed model explains
34.9% of intention to return to visit. Specifically, the quality of accommodation services, food
and entertainment service continue to play an important role in explaining tourists’ intention to
return. Meanwhile, the component “cities residents” continues to have no impact on the
statistical significance of the intention to return to visit. In addition, satisfaction and intention to
recommend to other travelers can also play a role in increasing the intention to return to visit.
4.5.3 Explaining the complex relationship between visitors’satisfaction and loyalty
First, the role moderator of knowledge of destination, involvement, variety seeking
- Knowledge of destination as moderator, the relationship between satisfaction and
loyalty of visitors will increase by the impact of moderate knowledge of destination.
- Involvement as moderator, the relationship between satisfaction and loyalty of visitors
18
will increase by the impact of moderate involvement.
- Variety seeking as moderator, the relationship between satisfaction and loyalty of
visitors will decrease by the impact of moderate variety seeking.
Second, the role moderate of age, income, gender
- Gender as moderator, the relationship between satisfaction and loyalty of visitors is not
differ between males and females
- Age as moderator, the study results support the hypothesis and suggest that the
relationship between satisfaction and loyalty of tourists will increase for older travelers
than younger people.
- Income as moderator, the study results support the hypothesis and suggest that the
relationship between satisfaction and loyalty of visitors will decrease for high-income
tourists compared to low-income visitors.
19
Chapter 5: IMPLICATIONS AND RECOMMENDATIONS
5.1 Introduction
The main purpose of this chapter is based on the findings from that official to
conclusions, and suggests some implications. Therefore, the content of this chapter consists of
two main parts: First, suggestions for practical business of enterprises, local and national
management; Second, the contribution to the theoretical, research methodology and pratical
business beach tourism. Finally, the thesis presents the limitations and recommendations for
future research.
5.2 Recommendation of policies for management of business tourism
The basic objective of the policy implications for business practices of sea travel:
- To continuously improve service quality at beach destinations in order to enhance
visitor’s satisfaction.
- To increase the promotions in order to improve tourists’ knowledge and involvemet in
beach travel from which to increase the visitor’s loyalty to the beaches cities.
- To encourage visitor’s WOM (attitudinal loyalty) so that other visitors can promote
intentions and behavior of returning to beaches cities.
- To improve the aware of businesses enterprises about the visitor’s behavior from which
offer effective policies to improve the efficiency of business operations.
- To suggest the national and local management agencies to create favorable conditions for
business activites in the beaches cities.
5.2.1 Recommendation for tourism enterprises
The study results indicate that the quality of tourism services is considered as one of the
basic factors affecting the satisfaction and loyalty of tourists to destinations. Further, the quality
of tourism services (component of destination quality) will also contribute to the sustainable
development of local tourism perspectives, and as well as create added value and competitive
advantage for Vietnam’s beach tourism. In this study, the thesis shows only the quality
components of lodging, food, and tour services have the greatest impact on satisfaction and
loyalty of visitors to the destination, while the attractive component of the beaches cites is the
second level of influence. In this case, the senses from domestic tourists should be by tourism
enterprises. Specifically, in terms of investors (business) the attractiveness promoted by beaches
cities is a prerequisite to attract investment in developing their business. While for visitors,
today the creating high quality of beach destinations is “not high” and “uniform”. As results, the
positive effect of them on the satisfaction and loyalty to tourist destinations is reduced.
Investment in food, accommodation and tour services plays the main role in contributing the
satisfaction and loyalty. So, tourism enterprises should:
First, focus on research and classify tourist market as prerequisite for the construction of
visitor data. Currently, besides classifying visitors based on the demographic characteristics of
the traditional approach is the effort to continue to use such as age, gender, income, education
level; the research conducted to classify tourists according to the following forms of business
should be noted: (1) Classification in the form of travel: travel alone; travel with family and
friends; travel agencies or organizations; (2) Classification of travelers based on geographical
location (nationality, place of birth or current residence); (3) Classification of visitors based on
the family life cycle: young singles, young couples, families with childrens under 7 years of
age, families with children of school age, families with adult children a family with children
living away from home (still working), families with children living away from home (retired),
20
singles (retired); (4) Classification of travellers based on psychological (introvert) and
(extrovert); In particular, classification of visitors based on behavioral factors (eg, demand
characteristics, preferences, push motivation, pull motivation, loyalty…). The classification
ways will play a very important role in construction of data, business policies for each different
object tourists in the future.
Second, improve the quality of business services. For each business, building activities
should have purpose to improve the quality of services so as to increase the experience of
visitors in activities in each company (for example, the promotion is well done by travel
agencies, assist visitors to access information on the tour, the tour consulting services, tour
operations set, transportation, tour guide at the destination, while for accommodation and food
businesses the experience quality must be reflected through higher customer perceived by the
criteria (the high reliability of service, level of responsive service; empathy; extents of easy of
access to services and the good of tangible component). This is particularly necessary for
visitors to participate in tourism activities of the company.
Third, improve the quality of human resources in the tourism enterprise. Human
resources is considered as an important factor in improving the quality of service of each
enterprise. These are basic components which make up “software” in providing tourism
services at the destination. In particular, improve the quality of human resources for businesses
to pay attention to these knowledge, skills, attitudes, and good health perspective.
5.2.2 Recommendation for local tourism management agencies
Every year, the loacal tourism management agencies should have projects/research on
specific consumer behavior, and factors affecting consumer behavior in tourism. In particular,
research is needed to regularly monitor the service providers in destinations thereby to detect
any difference in the service provider activity and propose recommendations necessary to
improve service quality and contribute to bring more practical benefits for visitors.
Second, in order to extend the length of stay of tourists, the local tourism agencies and
enterprises need to understand the characteristics of each target tourists and needs, and their
preference; group visitors are married or high-income people with long stays, the need to
develop further what services to keep them longer, increasing their spending. While unmarried
tourists should find out why they stay low? Do they have other motives in tourism?...
Third, to achieve the goal of increasing visitor’s loyalty (attitudinal loyalty), local
managers and enterprises should understand the demographic characteristics of tourists.
Accordingly, young travelers often prefer to explore new things and have new experience, to
seek more attractiveness at the time on their travel. Thus, the assessment of their intention
loyalty at this time may be different from their expected future. In this case, the basic policy is
here not only to provide good service at the destination, but also to enhance the promotion and
introduction of new tourism services in order to encourage tourists to have plans to return to
vistit and also recommend to others. Visitors who have higher levels of education or higher
income, which is subject to the “prestige” should introduce to others traveling. Destination
policies are needed to care for them as loyal customers, with incentives.
Local tourism management agencies shoul pay attention to what factor customers
interested such as the quality of food services, accommodation, tour, shopping. As a result, it is
neccessary to invest in infrastructure, and planning of hotels, restaurants more rationally. At the
same time, open procurement services, entertainment for tourists with the slogan “please-please
guests to go” rather than the status of “unsettled, slash cut” as a service to peak season.
Beach tourism destinations should announce a clear message, impressive and
comprehensive information for travelers before, during, and after each trip. Good information
that visitors get from point is the “catalyst” to help them close to beach tourism destination
Each beach tourism destination needs to have innovative solutions to innovating and
finding ways to improve service quality, if not the similarity affects simultaneously on all three
perspectives: (1) Varieting seeking (the finding for more new attractive destination); (2)
Reducing the competitiveness of each destination; and (3) Difficulty in building the beach
brand Vietnam in the mind of domestic tourists.
There should be intereste in promoting forms of tourism image in order to provide
various knowledge about destinations and increase the interest/attention to beach tourism of
domestic tourists. This can be seen as an important contributing factor to attract and retain
domestic tourists before the “unsettled” by the other attractive destinations at domestic and
abroad.
Visitors could only good WOM when they are really pleased with the tourism service
provider. A defect in any support activity will make the service gap between customer’s
expectations for service beneficiaries increase and so hard to ensure the provision of timely, true
nature quality and customer satisfaction.
Local tourism management shoul build a strong brand in the tourism village in Vietnam
and internationally. Speaking to the cruise visitors will make them think of Nha Trang, Da
Nang, Vung Tau is a destination “Unique - Safe - Civilized - Friendly”.
Finally, the internet nowadays is a powerful tool for supporting WOM Online. People
always meet, talk, comment on all matters of life rather than an individual approach as
traditional methods. The tourism industry in the beaches Cities should use the Internet as a
powerful tool to increase knowledge of many destinations from which to comment on the
quality of tourism but not limite to time and space.
5.2.3 Recommendation for national tourism management agency
First, for the resource management of beach tourism perspective, the Government should
adopt policies to build and preserve the cultural value of coastal fishermen, development of
reserves and marine protected areas such as beach Bay, resolute handling of the
organization/individual emissions causing environmental pollution beach tourism, development
of handicraft products of local coastal tourism ...
Second, for the transport system development perspective, the Government should invest
and upgrade the transport system in order to ensure convenience, comfortable and safety for
visitors when in traffic and connecting marine tourism destination together.
Third, for the people factor in the city's marine tourism perspective, the Gorvement
should have specific policies in education, advocacy and timely regular role, the position of the
beach and tourism for sustainable development of communities. At the same time, there should
be policies to expand job training for people traveling along the coastal city to help them
understand and participate directly in beach tourism activities. There should be policy support
through preferential loans, technical assistance, find output is from the tourist market to help the
locals solve coastal problems in production and business activities and actively participate in the
development of marine tourism in a sustainable way.
Finally, at the national level, the Vietnam National Administration of Tourism shoul
better understand consumer behavior of tourists from which to develop appropriate marketing
strategies to build tourists’ loyalty to Vietnam beach tourism in particular, and Vietnam's
tourism image in general.
21
22
5.3 New contributions to the theoretical, methodological, and managerial aspects
5.3.1 New conclusion, recommendations from the research findings
New contributions to the theoretical aspect: Based on the theory of consumer
behavior, tourist’s loyalty in the tourism sector, this doctoral thesis has focused on
clarifying the theoretical basis of visitor loyalty, and the factors that influence loyalty as a
basis for offering three new researches, namely:
(1) Establishing the need to access quality beach tourism destination in view of the
components (elements) as well as the degree of their influence on different satisfaction,
and loyalty of visitors at the beach tourism destination.
(2) The components of the attitude strength (destination knowledge, involvement in
beach tourism, variety seeking of tourists) moderate affect (example, the
relationship between satisfaction and tourist’s loyalty to beach destinations to
increase or decrease various).
(3) The components of the demographic characteristics (age and income) moderate affect
(example, the relationship between satisfaction and tourist’s loyalty to beach destinations
to increase or decrease various).
New contributions to methodological: doctoral thesis has applied research methodology
by combining the qualitative and quantitative method (multivariate research model that takes
into account mediator and moderator variables), with techniques to handle data at the AMOS
software for research into the beach tourism in Vietnam.
5.3.2 New conclusions, and recommendations from the research findings
For the tourism enterprise: The quality of accommodation, restaurant, and tour sevices
has the greatest influence on the satisfaction and loyalty of tourists to Vietnam beach
destinations; meanwhile tourism resources which play an important role in increasing the
attractiveness of beach tourism destinations occupy the second place. Therefore, tourism
enterprises need to: (1) Focus on the study and classification of visitors premise customer data
to build the cruise; (2) Improve the quality of business services to meet the needs of each target
group visitors; (3) Improve the quality of human resources in the tourism enterprises
themselves.
For tourism management agencies of the local beach tourism: First, policies should be
developed for tourism services, and care policy for “loyalty of visitors” in order to increase the
loyalty of the group of tourists such as: married; high income; higher levels of education; over
50 years old. Second, there is the further development of new tourism services, continuous
improvement of services to “entice” young unmarried visitors to make them loyal to
destination. Third, increase investment in improving the quality of accommodation facilities,
restaurant, Tour, shopping, and entertainment facilities from which to build and promote the
brand image of beach tourism. This will contribute to increasing knowledge, and the
involvement of tourists with services such as beach tourism destination “Unique - Safe Civilized - Friendly".
For tourism management agencies at the national level: (1) First, policies should be
preserve and conserve the cultural value of coastal fishermen, conservation and development
beaches bays, beach protected areas associated with the maintenance of the beach ecological
environment; (2) policy development of transportation system for safe destination associated
with inter-regional, inter-disciplinary; (3) policies should educate, and communicate about the
role and position of beaches, marine economics, marine tourism to local communities.
5.4 Limitations and suggestions for future research
First, this study is based on collection of random access to domestic tourists in hotels,
restaurants, and beach destinations. In fact, different tourists have different feelings about
destination quality, in other words, they are not uniform and therefore are more limited in
generalizing research results. Future studies should be repeated in different areas such as: Ha
Long; Sam Son; Cua Lo; Thien Cam; Nhat Le; Cua Tung; An agreement; Lang; My Khe; Cua
Dai; Tam Thanh; Quy Nhon; Tuy Hoa; Ninh Chu; Ca Na; Mui Ne - Hon Rom, ...) with the
sample size, better representation, investigating the same object perception tourist destination to
compare and improve the overall results.
Second, this study is based on collection of domestic tourists. Therefore, further research
direction is to consider also and international visitors to choose the sampling method or
according to the data based on the probability of visiting tourists in destinations surveyed and
the audience travel to different tourist destinations in the typical beach Vietnam.
Third, this study is based on cross data so that the causal effects in the model can not be
generalized. Future research should further examine some of the different concepts to test more
fully the relationship between the concepts of cause and effect in the model.
Fourth, although the research has integrated some factors of consumer behavior in
tourism but still lacks many different components. Thus, future research model should integrate
theoretical concepts of attitude strength such as ambivalence (conflict of her/him when
choosing to travel), the uncertainty in choosing to travel to test them in a multivariate model
with a key relationship between satisfaction and loyalty intentions destination.
Finally, this study combines qualitative research methods and quantitative
research for concept development scale studies. However, the study lacks a method
considered expert in forming policy recommendations. So, to get a more
comprehensive view of policy recommendations for business units and management
of the tourism industry in order to build loyalty of visitors to beach tourism Vietnam,
future studies should implement qualitative research methods through consultations
collecting additional experts, tourism manager for the proposed policy.
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CONCLUSION
Visitor’s loyalty to destinations will contribute significantly to the profitability of
tourism businesses and the sustainable development of tourism at the destinations. So,
building travelers’s loyalty for beach tourism in the context of the current competition is a
very urgent requirement. Through analysis and evaluation, the thesis clarifies the
determinants of tourist’s loyalty for beach tourism destinations, as well as the degree of
customer’s loyalty to beach tourism destination (typically obtained through three beaches
Cities: Nha Trang, Da Nang, and Vung Tau) so as to propose three recommendations for
tourism businesses, ten recommendations for the local tourism industry and four
recommendations for tourism management at the national level in order to build visitor’s
loyalty to beach tourism to meet the demand for sustainable development of Vietnam’s
beach tourism.
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