Satisfaction of tourists to Hoi An ancient town, Vietnam

Tourist satisfaction at Hoi An Ancient Town, Vietnam, is primarily influenced by three key factors: responsiveness, reliability, and empathy. These factors were identified through structural equation modeling (SEM), which also validated the relationships using Cronbach’s Alpha, exploratory factor analysis (EFA), and confirmatory factor analysis (CFA). The findings suggest that enhancing these aspects of service quality could significantly improve visitor satisfaction, offering actionable insights for local tourism management and businesses. This study provides a data-driven approach to understanding and optimizing the tourist experience in UNESCO World Heritage Sites.

Giao, H. N. K., Kiem, D., Son, L. T., & Dung, T. Q. (2020). Satisfaction of tourists to Hoi An ancient town, Vietnam. https://doi.org/10.31219/osf.io/sbjev