Đánh Giá Sự Hài Lòng của Du Khách Đối với Phố Cổ Hội An, Tỉnh Quảng Nam

Tourists visiting Hoi An Ancient Town, a UNESCO World Cultural Heritage site in Vietnam, report high satisfaction with its cultural heritage, landscape, hospitality, and safety, scoring 4.0 out of 5 on average. However, limitations in tourism infrastructure and service quality were identified. The study, using a questionnaire survey of 162 domestic and international tourists analyzed through Cronbach’s Alpha reliability testing, exploratory factor analysis (EFA), descriptive statistics, and multiple regression analysis via SPSS 20, highlights key factors influencing satisfaction—tourism resources, services, infrastructure, supporting conditions, demand-side factors, and environmental landscape. These findings underscore the importance of addressing infrastructure gaps to enhance tourist experiences at this renowned destination.

Phan Hải Yến, H., Quang Hùng, Đ., Thị Hà, L., Hữu Tùng Dương, N., Thị Hậu, V., Thị Mai Hiên, P., & Tuấn Mạnh, T. (2025). ASSESSMENT OF TOURIST SATISFACTION WITH HOI AN ANCIENT TOWN, QUANG NAM PROVINCE. Journal of Science Social Science, 104–115. https://doi.org/10.18173/2354-1067.2025-0011