Factors affecting the satisfaction levels of visitors with tourism service quality in Phu Quoc island
Phan Van Phung, Le Nguyen Doan Khoi/ MICA 2018 Proceedings
International Conference on Marketing in the Connected Age (MICA-2018), October 6th, 2018
Danang City, Vietnam
Factors Affecting the Satisfaction Levels of Visitors with
Tourism Service Quality in Phu Quoc Island
Phan Van Phunga*, Le Nguyen Doan Khoib
aMekong University, Vinh Long Province, Vietnam
bCan Tho University, Can Tho City, Vietnam
A B S T R A C T
The objective of this study is to propose some solutions to improve visitors’ satisfaction to Phu Quoc Island.
The data of the study were collected from domestic and foreign tourists to the island. In the research,
descriptive statistical methods, Cronbach Alpha reliability coefficient, factor analysis and regression analysis
are used. The results show the positive points to be promoted and the negative points to be overcome then the
researchers propose solutions to improve the satisfaction levels of visitors when experiencing tourist services
in Phu Quoc in the future.
Keywords: Satisfaction level; visitor; tourist services.
1. Rationale
In the development of Vietnam tourism, it is impossible not to mention the highlight of "Phu Quoc Beach
Tourism". The island is considered to be the most beautiful and largest in Vietnam today with the area of 589.23
square kilometers and a population of 103,000. In addition, Phu Quoc is gifted with naturally wild but charming
beauty with the long romantic coast, the coconut trees reflecting themselves on the shore of the white sand as to
invite visitors to the island. According to Rough Guides magazine, Phu Quoc owns two of Vietnam's 20 most
beautiful beaches - Bai Dai and Bai Sao. This is considered a valuable record as it is the basis for promoting the
image of Phu Quoc tourism to domestic and foreign tourists. At present, domestic and foreign investors have put
their money in the construction of many tourism businesses on the island, contributing to the economic
development of the island. In 2015 the number of visitors to Phu Quoc was about 850,000 (including
approximately 35% international visitors) with the total turnover of 1.9 trillion and the growth rate of over 30%.
Although there are many favorable factors for the development of marine tourism, in recent years the tourism
industry of Phu Quoc has not been able to fully exploit its potentials. The quality of the tourism service is not
good enough to best satisfy tourists, which limits the development of Phu Quoc tourism.
2. Data and research methods
2.1. Research data
Primary data were collected by interviewing directly visitors through the structure questionnaire. The
research uses the convenient sampling technique to conduct data collection when investigators are more likely to
meet visitors. In this study, the sample was divided into two groups: domestic and foreign tourists. The survey
rate was selected based on data of visitor arrivals to Phu Quoc in 2016 and 2017. Sample size was determined
using the EFA, where the sample size was usually by the minimum size and the number of measurement
* Corresponding author. E-mail address: [email protected]
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variables included in the analysis. Currently, according to many researchers, the size of the sample is as large as
possible (Nguyen Dinh Tho, 2011). Hair et al (2006) suggested that when using EFA, the number of
measurement variables should be at least 50 and better be 100 and observations-items ratio is 5:1 meaning that a
measurement variable needs at least 5 observations. Specifically, in the research model proposed, 30 variables of
observations can be used in the EFA. Therefore, the minimum sample size of the study is 150 (30 x 5). To ensure
the accuracy and resolution of the analytical model, the sample size of this study was 205 observations, which is
consistent with the model for the quality of tourism services.
2.2. Analytical methods
This research uses descriptive statistical method to analyze the current status of Phu Quoc’s tourism industry
and describe the perception of visitors using its tourism services. It also uses indicators such as relative numbers,
absolute numbers, mean, frequency, percentage, standard deviation. In addition, factor analysis, Cronbach Alpha
reliability and Binary Logistic regression analysis are used to find out the main factors of level of satisfaction of
travelers using the service in Phu Quoc. From the research and analysis results, the study proposes some
solutions to improve the level of satisfaction of visitors in Phu Quoc.
2.3 Research model
There are now many different models for measuring and evaluating satisfaction based on measurement and
evaluation of service quality by Parasuraman et al (1985), Expectation - Disconfirmation model, the
Perfozsmance Only model (Erevelles and Leavitt, 1992), along with several analytical methods: EFA factor
analysis, multivariate linear regression analysis, etc.
Based on an overview of a number of related theories as well as theoretical and empirical studies related to
visitor satisfaction, the proposed model for research consists of five factors affecting visitors’ satisfaction:
Photos destinational; Entertainmental activities; Accessibility; Convenience; Tourism facilities.
Photos destinational describe desirable features that attract tourists to specific destinations.
Entertainmental activities are various types of leisure and entertainment activities available as leisure
activities on the beach, nightlife and more.
Accessibility is easy access to destinations, including issues as feeling safe when traveling, friendly locals,
etc.
Tourism facilities is the style and standard of accommodation facilities available at the destination such as
meal quality, room quality, hotel staff attitudes, etc.
Convenience is common facilities that guests require such as banks, ATMs, telephone services, shopping,
Internet, etc.
Demographic includes age, sex, education, monthly income, etc. of the respondents.
The model determining the factors of visitors’ satisfaction is as follows:
Y = f(HAEM, SGT, STC, STN, CSVCDL)
In which:
Dependent variable Y is the measure of the satisfaction of tourists. Y receives two values: 1 - Satisfied with
the quality of tourism services in Phu Quoc, 2 - Not satisfied with the quality of tourism services in Phu Quoc.
Photos destinational; Entertainmental activities; Accessibility; Convenience; Tourism facilities are independent
variables.
3. Research results
3.1 Factors affecting the level of tourist satisfaction with the quality in Phu Quoc
3.1.1 Assess the reliability of the scales
In this paper, the author examines the reliability scale of the five factors: Photos destinational,
Entertainmental activities, Accessibility, Convenience and Tourism facilities.
The scale is tested for reliability using the Cronbach's Alpha coefficient. The Cronbach's Alpha coefficient
has to be 0.6 or higher and the correlation coefficient of variable - total of 0.3 or more will be included in the
model (Nunnally, 1978; Peterson, 1994; Slater, 1995). In testing this model, the author will categorize each
factor for analysis, then eliminate variables that do not meet the requirements.
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Table 1: Evaluation of reliability of the scale
Observation
Corrected Item- Total
Correlation
Cronbach's Alpha if Item
Deleted
0,891
0,892
0,889
0,893
0,892
0,889
0,890
X2
X3
X4
X5
X6
X8
X9
Beautiful beaches
Historic sites
Visiting other islets
Visiting fish sauce barrels
Street vendors
Enthusiastic hotel staff
Hotel staff’s foreign language and
communicative skills
0.462
0,396
0,560
0,340
0,408
0,539
0,513
X10
X11
X12
X14
X15
X16
X17
Abundant pleasure activities on the beaches
Phu Quoc Vinpearl Land
Fishing from tourist boats
Nightlife
Safety and security
Friendly locals
0,434
0,440
0,397
0,416
0,425
0,489
0,306
0,891
0,891
0,892
0,892
0,892
0,890
0,895
Buying boat and airline tickets (in high
seasons)
X18
Information about Phu Quoc tourism at
airports and harbors
0,471
0,891
X19
X20
X21
X23
X24
X25
X26
X27
X28
X29
X30
Restaurants Menus
0,553
0,466
0,568
0,438
0,557
0,525
0,521
0,482
0,492
0,587
0,465
0,889
0,891
0,889
0,891
0,889
0,889
0,890
0,890
0,890
Reasonable priced meals
Well-equipped guest rooms
Car and motorbike rental
Shopping at Dinh Cau night market
Local tourist information system
Luggage handle at harbor and airport
Shopping at local markets
Availability of public toilets
ATMs
0,888
0,891
Security guards at beaches
Source: Survey, 2017
After eliminating X22, X1, X13, X7, the remaining 26 variables have a total correlation coefficient of greater
than 0.3. Cronbach's Alpha coefficient analysis has yielded to be 0.895, which is satisfactory and can be used.
3.1.2 Exploratory Factor Analysis (EFA)
In the exploratory factor analysis, accepted variables with loading factor of 0.5 or higher (Hair et al, 1998)
must also satisfy condition of 0.5 <KMO < 1 then the analysis is appropriate. Bartlet test assumes the hypothesis
H0: the correlation of observed variables is zero in the whole. If this test is statistically significant (Sig. <0.05),
the observed variables are correlated in overall (Hoang Trong & Chu Nguyen Mong Ngoc, 2005) and the
cumulative variance test must be greater than 50% (Hair et al, 1998).
After 4 rounds of the EFA analysis with guaranteed reliability of testing (loading Factor > 0.5), from the first
26 observed variables, three variables are eliminated (factoring factor<0.5) according to the principle of
eliminating: one variable with the minimum loading factor will be eliminated first including V10, V5, V14.
Analysis results in KMO coefficient = 0.858> 0.5 so the research analyzes factors relevant to the research
data. Barlett's test results for the correlation of observed variables with mean Sig, = 0.000 < 0, 05 so reject
hypothesis H0: observed variables are not correlated in the whole). Thus, the hypothesis of the factor model is
unsuitable and will be rejected, which proves that the data used for factor analysis is perfectly appropriate.
Cumulative variance testing = 53.743%> 50% is satisfactory.
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Table 2: Results of the exploratory factor analysis
Factor
Observed
variables
X20
X21
X26
X19
X25
X9
1
2
3
4
0,728
0,710
0,693
0,631
0,585
0,580
0,504
X6
X24
X23
X15
X8
X27
X16
X28
X29
X30
X18
X17
X3
0,734
0,689
0,650
0,574
0,560
0,558
0,818
0,780
0,755
0,746
0,582
0,744
0,678
0,631
0,619
0,573
X12
X2
X4
X11
KMO = 0,858 ; Sig. = 0,000 < 0,05
Total variance explained = 53,743%
Source: Survey, 2017
Thus, in the factor analysis, there are four columns representing four groups of factors with 23 observed
variables. All variables satisfy the criterion of the factorial analysis method and on this basis we also know each
factor of observation variables, as follows:
Group F1 (Tourism Facilities) includes 7 observed variables: X20 (Reasonable priced meals), X21 (Well-
equipped guest rooms), X26 (Luggage handle at harbor and airport), X19 (Restaurants Menus), X25 (Local
tourist information system), X9 (Hotel staff’s foreign language and communicative skills), X6 (street vendors).
The variables have loading factor from 0.504 to 0.728.
Group F2 (Accessibility) includes 6 observed variables: X24 (Easy Shopping at Dinh Cau night market),
X23 (Car and motorbike rental), X15 (Safety and security), X8 (Enthusiastic hotel staff), X27 (shopping at the
local markets), X16 (friendly locals people). The variables have loading factor from 0.558 to 0.734.
Group F3 (Convenience) focuses on 5 observed variables: X28 (public toilets), X29 (ATMs), X30 (Security
guards at beaches), X18 (Information about Phu Quoc tourism at airports and harbors), X17 (Buying boat and
airline tickets in high seasons). The variables have loading factor from 0.582 to 0.818.
Group F4 (Photos Destinational) consists of four observed variables: X3 (historical sites), X12 (Fishing
from tourist boats), X2 (beautiful beaches), X4 (Visiting other islets), X11 (Phu Quoc Vinpearl Land). The
variables have loading factor from 0.573 to 0.744.
3.1.3 Factors affecting visitors’ satisfaction with the quality of Phu Quoc tourism services
In this analysis, the author analyzes the regression model of the logistic model - the model of the satisfaction
of the visitors with the quality of Phu Quoc tourism services with the Y-value (Satisfaction level) to be a
dependent variable, F1, F2, F3, F4 are independent variables with 22 observed variables and these variables are
calculated by the average of the observed variables of that factor and multiplied by the factor of demographic
(F5: Sex, F6: Age, F7: Education, F8: Occupation, F9: Income).
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Table 3: Results of Binary Logistic regression analysis
Nhân tố
Hệ số B
0,932
0,270
0,566
0,266
0,566
-0,074
0,388
0,174
0,448
-0,294
Exp(B)
-
P>|z|
0,179
Constant
F1*: Tourism facilities
F2*: Accessibility
F3*: Convenience
F4*: Photos destinational
F5 ns : Sex
1,309
1,761
1,305
1,761
0,928
1,474
1,190
1,565
0,745
0,028
0,000
0,031
0,000
0,645
0,016
0,211
0,201
0,014
F6* : Age
F7 ns : Education
F8 ns : Job
F9* : Income
Observations (N) = 205
LR chi2 (9) = 62,74
Pseudo R2 = 0,1093
Prob > chi2 = 0,000
Log Likelihood = -255,547
Source: Survey, 2017
Note: * Significance level of 5%, ns: this variable is not statistically meaningful
The analysis shows that 9 groups of variables are included in the model. There are 4 groups of variables (sig
<5%): group 1 (tourism facilities), group 2 (accessibility), group 3 (convenience) and group 4 (Photos
destinational). As the result of the model, positive coefficients show that these factors increase the probability of
visitors’ satisfaction. Age, Income of the respondents are statistically significant (sig <5%). The remaining 3
variables (Sex, Education, Occupation) are not statistically significant (sig> 5%). From the above results, we
have regression equation estimating the factors that affect the satisfaction of tourists with the quality of Phu
Quoc tourism services as follows:
Loge
(
)
=
0,932
+
0,270F1*
+
0,566F2*
+
0,266F3*
+
0,566F4*
+ (-0,074)F5 ns + 0,388F6* + 0,174F7ns + 0,448 F8ns + (-0,294) F9*
Where:
Y is visitor satisfaction; F1*: Tourist facilities; F2*: Accessibility; F3*: Convenience; F4*: Photos
destinational; F5ns: Gender; F6*: Age; F7ns: Education; F8ns: Occupation; F9*: Income.
In general, all groups of variables are significant; the two groups F2 (Accessibility) and F4 (Photos
Destinational) have the most positive correlation effects on visitors’ satisfaction with Phu Quoc tourism service
quality with the same coefficient of Beta of 0.566. Next is the F1 (Tourism Facilities) of 0.270 and finally the F3
(Convenience) with the smallest Beta of 0.266. Specifically, these groups affect the satisfaction of tourists with
the quality of Phu Quoc tourism services as follows:
From the regression equation, when the satisfaction of visitors with the quality of Phu Quoc tourism services
increases by one unit, the group F1 will increase by 0.566 units. This result shows that it is necessary to
constantly improve the image quality of tourism, not only taking advantage of the natural beauty of Phu Quoc
but also continuing to promote and enhance that attractive advantage by making a difference in the provision of
attached services to make it easier for customers to access and experience some of the ways mentioned in the F1
model as easy to visit the relics, historical sites and to attract tourists from attractive entertainments not only
from fishing.
Having the positive correlation effects of 0.566, the group F2 will also increase by 0.566 if the satisfaction of
quality of Phu Quoc tourism services increases by one unit. The accessibility factor consists of seven major
variables, which ensure convenience for visitors such as providing services such as car rental, shopping at local
markets, etc. At the same time, the emotional experience for visitors should be taken into consideration such as
ensuring safety and the style of service staff.
One of the next important factors to ensure visitors’ satisfaction with tourism service quality is the group F1
(Tourism Facility) with the positive correlation coefficient of 0.270. The reason why visitors value this criterion
is that at present, the criteria such as price of hotel rooms, food, etc. in not only Phu Quoc but all other places are
also questionable, especially to foreign tourists. In addition, the level of foreign language or communication
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skills of the tourism employees should be improved to meet the requirements. For both domestic and foreign
visitors, the interaction with the staff is also important to their satisfaction. If the service attitude of the staff is
not enthusiastic, visitors are not satisfied. Therefore, the human factor should be at the forefront in satisfying
customer needs.
It is not just about the facilities of tourism. At industrialization and modernization time, the demand of
visitors is increasing, so group F3 should be continually developed to satisfy visitors. According to the results,
the F3 factor group will increase by 0.266 when the satisfaction with the quality of Phu Quoc tourism service
increases by one unit. For this factor, the satisfaction of the travelers is often public toilets, ATMs, rescue
workers.
Although the two factors - F6 (Age) and F9 (Income) - are the two demographic variables, these are also
subjective factors of visitors’ satisfaction. It means that visitors of different ages will feel differently about
satisfaction. People at higher ages (especially middle-aged and older) are more likely to be satisfied than younger
people. In addition to age, satisfaction depends on the individual's personality or characteristics. In contrast, the
level of income is considered to be inversely correlated with the satisfaction (Beta = - 0.294). This is when the
level of income increases by one million VND, the satisfaction decreases by 0.294. For high income people, the
demand for quality of service is also higher, so it is necessary to constantly improve the quality of tourism
services to meet the requirements of high-income groups.
3.2. Solutions to improve the level of satisfaction of tourists
First, improve the quality of tourism human resources
Offer more advanced language courses for staff, attendants in hotels, restaurants and tourist areas. Invite
expert and well-known speakers with extensive experience in customer care skills to train working skills for
employees in tourist resorts, restaurants and hotels. More rescue workers with trained basic first aid, swimming
skills, etc. are needed at the tourist beaches to handle emergency situations.
Improve the service attitudes of the staff. Service staff at the tourist attractions must have enthusiasm,
hospitality. This is very important because it will contribute to keeping visitors to Phu Quoc. In addition, local
people should show friendliness when interacting with tourists. This not only makes visitors feel sympathetic to
Phu Quoc but also can bring them income from tourism activities in the future.
Second, develop more services
Additional services such as medical services and banking services should be added to facilitate the
development of tourism services, especially the construction of ATMs in tourist and entertainment areas to
stimulate consumption from visitors. Build more entertainment areas such as bars, karaoke, casinos,
gymnasiums, parks, football fields, tennis courts, swimming pools, especially nightlife activities. Invest in
building more sports facilities on the beaches, such as volleyball and football, water sports such as boating,
surfing, etc. to attract more tourists to Phu Quoc.
Third, upgrade the transport system and means of transport
It is necessary to concentrate on building and upgrading the transportation system synchronously, especially
in rural areas so that there can easily and quickly connection with the urban areas. Install traffic lights, lights and
road signs on the island, pave routes to tourist attractions.
Open more domestic and international and cheap flights to attract more visitors. Add bus routes from An
Thoi to Duong Dong. Phu Quoc currently has no bus. Soon put the international port in An Thoi into operation
in order not to waste budget, thereby shorten the travel time of visitors.
It is necessary to repair and upgrade the high speed boats to shorten the travel time between Rach Gia and
Phu Quoc and vice versa. There should be additional snacks on board (cakes, fruit). There should be more staff
on board to handle luggage. The cruise ships should be equipped with life-saving tools such as life jackets,
rescue boats, seasick medicine to ensure safety when fishing. Add more equipment such as fishing rods, fishing
nets so that visitors can easily catch fish because now the boats only provide each guest a very simple fishing
rods. In addition, the boats should be equipped with specialized diving glasses for visitors when diving to see the
coral.
Fourth, ensure security and safety at tourist resorts
Stop "overpricing" at tourist sites so that tourists feel more comfortable when traveling in Phu Quoc. There
should be strict punishment measures when disturbing tourists. Tourism facilities, equipment and
accommodation should also be cared to ensure food safety and hygiene. At the same time, tourist sites should not
let drinking local people in to bother tourists.
Fifth, ensure environmental sanitation at tourist attractions
Set up cleaning teams at many tourist destinations such as Bai Sao, Bai Khem, Suoi Tranh. More garbage
bins are needed on the roads. There must be a system to collect and treat waste. Build more modern waste
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treatment plants to better handle waste. At the same time, mobilize people and visitors to raise awareness of
environmental protection and hygiene in public places.
4. Conclusion
This study examines factors of tourism services quality in Phu Quoc Island as a basis for assessing the
quality of tourism services and proposing solutions to improve tourism service quality on Phu Quoc Island. The
results of the measurement model show that, after addition and adjustment of the scale, the reliability and
validity of the scale are reached. The results show that there are four factors with 23 observed variables affecting
the quality of tourism services in Phu Quoc. Specifically, these factors are Tourism Facilities, Accessibility,
Convenience and Photos Destinational. In addition, two demographic variables - age and income - also have an
impact on the quality of tourism services of which age has a positive correlation and income has a negative
correlation with tourism service quality. After analysis, most tourists are satisfied with the quality of their travel
services. However, to develop Phu Quoc tourism comprehensively, it is necessary to promote all existing
strengths, overcome limitations and regularly assess the level of satisfaction of visitors then find the appropriate
solutions in time, contributing to the satisfaction of tourists then contributing to building the image of the "Pearl
Island" in the heart of tourists and contributing to the development of Phu Quoc tourism to be more and more
modern.
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