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研究生:阮文峰
研究生(外文):Nguyen Van Phe
論文名稱:The factors impact on tourist satisfaction at destination: Acase study at Danang city, Vietnam
論文名稱(外文):The factors impact on tourist satisfaction at destination: Acase study at Danang city, Vietnam
指導教授:李世煌李世煌引用關係
學位類別:碩士
校院名稱:樹德科技大學
系所名稱:經營管理研究所
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:2015
畢業學年度:103
語文別:英文
論文頁數:75
中文關鍵詞:HOLSAT modelexpectationexperienceDanangdestination attributestourist satisfaction.
外文關鍵詞:HOLSAT modelexpectationexperienceDanangdestination attributestourist satisfaction.
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Tourism has become one of the most emerging sectors in today world and has a
significant impact on its economic and business aspects. According to World Travel and
Tourism Council (2006) reported, 10 percent is the number of the tourism industry which
contributes to global gross domestic product and provides employment for about 215 million
people worldwide. With the incentive of geographic location as a long coastline of 3,260
km and over 3,000 large and small islands plus to 125 beaches, additional with some world
culture heritages, Vietnam is on the way to become one of the of leading tourism country in
Southeast Asia. Especially, with the advantages of nature such as many long beautiful
beaches, located between three neighboring World Heritages: Hue, Hoi An and My Son
Sanctuary, Danang has become not only the favorite destination of foreign and domestic
tourists but also highlighted the main role in the region as a place to welcome, serve and
transfer guests. The aim of this study is to research the factors impact on tourist satisfaction
at destination case study at Danang city, Vietnam and investigate the influence of
destination image variable also electronic world of mouth on tourist satisfaction at
destination. This research used the HOLSAT model to evaluate the level of tourist
satisfaction in set of expectation and experience attributes in their holiday. The model called
HOLSAT was developed by Tribe and Snaith (1998) and it used to examine the case of the
ii
popular resort area of Varadero, Cuba. After that, T-H Truong and D. Foster continued to
apply the HOLSAT model to evaluate Australian holidaymakers’ satisfaction at Vietnam
destinations. The data collection of this study were conducted from survey method. A sample
of 219 tourists was collected through convenience sampling at 1, 2 and 3 star hotels in
Danang city, Vietnam. Cronbach’s alpha, EFA analysis, the matrix analysis was employed
for this purpose. The results showed that most influential factor which is the strength of
Danang tourism and less influential factor which needed to improve to increasing tourists’
satisfaction. The findings indicate that HOLSAT is a significant tool for evaluating the level
of tourist satisfaction at destination and it also allow the wholesale and retails travel agents
realize that which service or appropriate products need to improve more to meet the
expectation of tourists travel market in the future.

Tourism has become one of the most emerging sectors in today world and has a
significant impact on its economic and business aspects. According to World Travel and
Tourism Council (2006) reported, 10 percent is the number of the tourism industry which
contributes to global gross domestic product and provides employment for about 215 million
people worldwide. With the incentive of geographic location as a long coastline of 3,260
km and over 3,000 large and small islands plus to 125 beaches, additional with some world
culture heritages, Vietnam is on the way to become one of the of leading tourism country in
Southeast Asia. Especially, with the advantages of nature such as many long beautiful
beaches, located between three neighboring World Heritages: Hue, Hoi An and My Son
Sanctuary, Danang has become not only the favorite destination of foreign and domestic
tourists but also highlighted the main role in the region as a place to welcome, serve and
transfer guests. The aim of this study is to research the factors impact on tourist satisfaction
at destination case study at Danang city, Vietnam and investigate the influence of
destination image variable also electronic world of mouth on tourist satisfaction at
destination. This research used the HOLSAT model to evaluate the level of tourist
satisfaction in set of expectation and experience attributes in their holiday. The model called
HOLSAT was developed by Tribe and Snaith (1998) and it used to examine the case of the
ii
popular resort area of Varadero, Cuba. After that, T-H Truong and D. Foster continued to
apply the HOLSAT model to evaluate Australian holidaymakers’ satisfaction at Vietnam
destinations. The data collection of this study were conducted from survey method. A sample
of 219 tourists was collected through convenience sampling at 1, 2 and 3 star hotels in
Danang city, Vietnam. Cronbach’s alpha, EFA analysis, the matrix analysis was employed
for this purpose. The results showed that most influential factor which is the strength of
Danang tourism and less influential factor which needed to improve to increasing tourists’
satisfaction. The findings indicate that HOLSAT is a significant tool for evaluating the level
of tourist satisfaction at destination and it also allow the wholesale and retails travel agents
realize that which service or appropriate products need to improve more to meet the
expectation of tourists travel market in the future.

Abstract ........................................................................................................................................... i
Acknowledgment ......................................................................................................................... iii
Table of Contents .......................................................................................................................... iv
List of Tables ............................................................................................................................... vii
List of Figures ............................................................................................................................ viii
CHAPTER 1 Introduction ............................................................................................................ 1
1.1 Background of the problems ............................................................................................... 1
1.2 Research Motives ................................................................................................................. 7
1.3 Research Purposes ............................................................................................................... 9
1.4 Research Procedure ............................................................................................................. 9
CHAPTER 2 Literature Review .................................................................................................. 9
2.1 The Overall of Danang destination .................................................................................... 9
2.1.1 The condition of development of Danang destination .................................................. 9
a. The natural resource ................................................................................................... 9
b. Beauty spot ................................................................................................................... 9
c. Resource Humanities ................................................................................................ 10
d. The culture structure ................................................................................................ 11
e. Tourism and social resources ................................................................................... 11
2.1.2 The conditions of political and social security ............................................................ 12
a. The condition of environment .................................................................................. 12
b. The condition of organization .................................................................................. 12
c. The condition of the ability link to other tourist destinations ............................... 13
2.2 Tourist Satisfaction ............................................................................................................ 13
v
2.2.1 Definition of tourist satisfaction .................................................................................. 13
2.2.2 Tourist satisfaction at destination ............................................................................... 14
2.3 The HOLSAT model .......................................................................................................... 17
2.3.1 The concept of Destination .......................................................................................... 17
2.3.2 Factors influence on the satisfaction of tourist at a destination ................................ 19
2.3.3 Introduction of HOLSAT model .................................................................................. 21
2.4 Destination Image .............................................................................................................. 25
2.5 Electronic word of mouth in tourism industry ................................................................ 27
CHAPTER 3 Research Design ................................................................................................... 27
3.1 Theoretical Framework ..................................................................................................... 27
3.2 Research approach ............................................................................................................. 31
3.2.1 Measurement of Variables ........................................................................................... 31
3.2.2 Data Collection ............................................................................................................. 36
3.3 Methodology ....................................................................................................................... 38
3.3.1 Descriptive Statistics ..................................................................................................... 38
3.3.2 Inferential Statistics ..................................................................................................... 38
CHAPTER 4 Empirical Study ................................................................................................... 39
4.1 Data Collection ................................................................................................................... 39
4.2 Demographics: Descriptive Statistics for Surveyed Population .................................... 40
4.3 Reliability and Validity of the Experience of destination’s factors ............................... 43
4.4 Exploration Factor Analysis for Experiences of destination’s factors .......................... 46
4.4.1 Component Analysis ..................................................................................................... 46
4.4.2 Exploration Factor Analysis (EFA) for Dependent Variables ................................... 52
vi
4.5 Correlation Analysis for the Experiences of destination’s factors and Tourists
Satisfaction ................................................................................................................................ 53
4.6 Multiple Regression Analysis for the Experience of Destination’s factors and
Tourist Satisfaction .................................................................................................................. 54
4.7 Hypothesis Testing Results ................................................................................................ 57
4.8 Summary ............................................................................................................................. 58
CHAPTER 5 Conclusion and Implication ................................................................................ 62
5.1 Overview of the study ........................................................................................................ 62
5.2 Overall Findings ................................................................................................................. 63
5.3 Implication .......................................................................................................................... 64
5.4 Limitations .......................................................................................................................... 66
5.5 Suggestion for Future Research ....................................................................................... 66
5.6 Conclusion .......................................................................................................................... 67
REFERENCES ............................................................................................................................ 62
APPENDICES .............................................................................................................................. 69
APPENDIX A: Questionnaire ................................................................................................ 69

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