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研究生:阮文和平
研究生(外文):Nguyen Van Hoa Binh
論文名稱:The Factors Affecting Service Quality on Tourist’s Satisfaction in Dalat City, Vietnam
論文名稱(外文):The Factors Affecting Service Quality on Tourist’s Satisfaction in Dalat City, Vietnam
指導教授:葉榮椿葉榮椿引用關係
指導教授(外文):Ron Chuen Yeh
學位類別:碩士
校院名稱:美和科技大學
系所名稱:企業管理系經營管理碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:英文
論文頁數:52
中文關鍵詞:Tourist SatisfactionTourist AttractionsService Quality
外文關鍵詞:Tourist SatisfactionTourist AttractionsService Quality
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Service is the sector that obtains that most outstanding growth rate throughout recent years. The fact that this area is still growing in many countries and is considered as the few most important sources of GDP leads to the special attention from governments, lawmakers and individuals. The question is identifying the key factors in managing the tourist destinations and a leverage of generating revenue and profits for any the tourism businesses. Customers are now primarily the most important element for the success of service industry and they also decide on the quality or satisfactory level of this area, in other words, they are the base of tourism industry. The quality of tourism services has been studied and researched both in terms of academic and empirical aspect. As concluded by Jay Kadampully and Dwi Suhartanto in The Role of Customer Satisfaction and Image in Gaining Customer Loyalty in the Hotel industry “an organization’s long-term success in a market is essentially determined by its ability to expand and maintain a large and loyal customer base.” The good service quality is certified in customers’ mind, it is the perception, appreciation, and experiences of tourists after each trip to tourist destinations. The tourist management therefore should be recognized as the strategic orientation where customers or tourists are the center.
The tourism service quality is well-oriented by the combination of many factors relating internal and external environment and micro and macroeconomic which are interacting with each other in order to create the products or services that would be judged on their quality in customers’ perception. The SERVQUAL scale recommended by Parasuraman et al (1988) is the service quality framework which is used to measure the quality of tourist services. Many researchers have recognized it and apply the measurement in evaluating service quality in general and the quality of tourism services in particular.
In this thesis, the researcher applied the simplified version of SERQUAL named RATER in order to study the factors affecting service quality on tourist’s satisfaction in Da Lat City. In Vietnam, Da Lat is one of the most attractive and famous tourist attractions. Thanks to its richness of natural resources, cool and stable temperature together with the hospitality of the people there, Dalat has a competitive advantage in developing its tourism potential all year round.
However, the advantage is now going into disappearance. The fact is that all are currently compromised and eroded by the tourist mis-leading management. At the moment, the most powerful economic drive of Da Lat city is tourism, however, the number of both domestic and international visitors coming to Da Lat City has been steadily declining leading to a drop in its GDP and downward trend of living standard.
The solutions for Dalat City tourism demands careful consideration and thorough planning. Taking service quality as the main concern, our matters are the measurement of service quality and the approach to effectively develop the segment. The thesis will concentrate on analyzing five factors determining the service quality at the tourist attractions in Da Lat according to the RATER scale.

Service is the sector that obtains that most outstanding growth rate throughout recent years. The fact that this area is still growing in many countries and is considered as the few most important sources of GDP leads to the special attention from governments, lawmakers and individuals. The question is identifying the key factors in managing the tourist destinations and a leverage of generating revenue and profits for any the tourism businesses. Customers are now primarily the most important element for the success of service industry and they also decide on the quality or satisfactory level of this area, in other words, they are the base of tourism industry. The quality of tourism services has been studied and researched both in terms of academic and empirical aspect. As concluded by Jay Kadampully and Dwi Suhartanto in The Role of Customer Satisfaction and Image in Gaining Customer Loyalty in the Hotel industry “an organization’s long-term success in a market is essentially determined by its ability to expand and maintain a large and loyal customer base.” The good service quality is certified in customers’ mind, it is the perception, appreciation, and experiences of tourists after each trip to tourist destinations. The tourist management therefore should be recognized as the strategic orientation where customers or tourists are the center.
The tourism service quality is well-oriented by the combination of many factors relating internal and external environment and micro and macroeconomic which are interacting with each other in order to create the products or services that would be judged on their quality in customers’ perception. The SERVQUAL scale recommended by Parasuraman et al (1988) is the service quality framework which is used to measure the quality of tourist services. Many researchers have recognized it and apply the measurement in evaluating service quality in general and the quality of tourism services in particular.
In this thesis, the researcher applied the simplified version of SERQUAL named RATER in order to study the factors affecting service quality on tourist’s satisfaction in Da Lat City. In Vietnam, Da Lat is one of the most attractive and famous tourist attractions. Thanks to its richness of natural resources, cool and stable temperature together with the hospitality of the people there, Dalat has a competitive advantage in developing its tourism potential all year round.
However, the advantage is now going into disappearance. The fact is that all are currently compromised and eroded by the tourist mis-leading management. At the moment, the most powerful economic drive of Da Lat city is tourism, however, the number of both domestic and international visitors coming to Da Lat City has been steadily declining leading to a drop in its GDP and downward trend of living standard.
The solutions for Dalat City tourism demands careful consideration and thorough planning. Taking service quality as the main concern, our matters are the measurement of service quality and the approach to effectively develop the segment. The thesis will concentrate on analyzing five factors determining the service quality at the tourist attractions in Da Lat according to the RATER scale.

ACKNOWLEDGMENTS I
ABSTRACT II
Contents IV
Tables V
Figures VI
Chapter 1 Introduction 1
1.1 Research Background and Motivation 1
1.2 Overview about Tourist Situations in Da Lat City 3
1.3 Objectives of the Research 5
1.4 Significance and Scope of the Study 5
1.5 Limitations of the Study 6
1.6 Structure of the Thesis 6
1.7 Definitions of Terms 7
1.7.1 Tourist destination. 7
1.7.2 Tourist trap. 7
1.7.3 Service quality. 7
Chapter 2 Literature Review 8
2.1 Service quality of tourist attractions 8
2.1.1 Tourist attractions. 8
2.1.2 Service quality. 10
2.2 Factors affecting the Service Quality 14
2.2.1 Factors affecting the service quality of a tourism attraction. 14
2.2.2 Factors affecting service quality at tourist destinations in Da Lat City. 15
2.3 Summary 18
Chapter 3 Research Methodology 19
3.1 Research framework 19
3.2 Research Methodology 20
3.3 Population and Sampling 23
3.4 Instrument Development of Survey Questionnaire 24
3.5 Reliability and Validity of Data 25
3.6 Summary 26
Chapter 4 Data Analysis and Discussion 27
4.1 Results from Part 1 of Survey Questionnaire – General Information 27
4.2 Results from Part 2 of Survey Questionnaire 29
4.2.1 The difference between the factors affecting tourist satisfaction. 29
4.2.2 Assessing the factors affecting the tourist satisfaction in Da Lat City. 30
4.3 Testing Results of the Five Factors affecting Tourist Satisfaction at Tourist Attractions in Da Lat City 35
4.3.1 Tangibles. 36
4.3.2 Reliability. 36
4.3.3 Responsiveness. 37
4.3.4 Assurance. 38
4.3.5 Empathy. 38
4.4 The correlation among factors affecting tourist satisfaction in Da Lat City 39
4.4.1 Covariance tests among factors affecting tourist satisfaction in Da Lat City 39
4.4.2 The effect of factors affecting tourist satisfaction in Da Lat city. 41
4.5 Summary 41
Chapter 5 Conclusions and Recommendations 42
5.1 Summary of Main Research Results 42
5.2 Implications and Recommendations 43
5.3 Thesis Limitations and Suggestions for Further Studies 45
References 46
Appendix 48


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