FACTORS AFFECTING TOURISTS’ SATISFACTION WITH COMMUNITY-BASED TOURISM IN MANG DEN COMMUNE, QUANG NGAI PROVINCE, VIETNAM

Nghi Bao Duy, Nguyen Mai Quoc Viet, Thai Cong Dan

Abstract


This study investigates the factors affecting tourist satisfaction with community-based tourism in Mang Den Commune, Quang Ngai Province, Vietnam, aiming to provide guidance for sustainable tourism development. A mixed-method approach was employed, combining secondary data collection from government reports, academic sources, maps, and media with primary data collection through face-to-face and online questionnaire surveys. The questionnaire covered tourists’ demographics, evaluations of six satisfaction criteria (landscape and natural environment, infrastructure and tourism services, human factors, tourism activities and products, prices, and overall satisfaction), and additional suggestions for improvement. A total of 200 questionnaires were distributed, with 150 valid responses obtained, using a convenience sampling technique to ensure representativeness. Data were analyzed with SPSS 20.0, including descriptive statistics, Cronbach’s Alpha for reliability, and Exploratory Factor Analysis (EFA) to identify and group satisfaction factors. Results indicate that tourist satisfaction depends not only on infrastructure and services but also significantly on local residents’ attitudes, natural landscapes, cultural experiences, and tourism activities. Strengths of Mang Den include its fresh climate, serene environment, and unique cultural features, while challenges such as insufficient professional service skills, infrastructure gaps, environmental management, and limited promotion affect visitor experiences. Recommendations include coordinated development strategies, infrastructure improvement, skills training for local residents, enhanced marketing, and sustainable tourism management to increase satisfaction and promote long-term development.

 

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This study investigates the factors affecting tourist satisfaction with community-based tourism in Mang Den Commune, Quang Ngai Province, Vietnam, aiming to provide guidance for sustainable tourism development. A mixed-method approach was employed, combin

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References


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DOI: http://dx.doi.org/10.46827/ejsss.v11i5.2105

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