The influence of service quality in tourism on tourist satisfaction: The case of Hanoi old quarters
Nguyen Thu Ha, Le Thi Tu Anh, Dinh Thi Thuy Na, Phung Thi Xuan Huong/ MICA 2018 Proceedings
International Conference on Marketing in the Connected Age (MICA-2018), October 6th, 2018
Danang City, Vietnam
The Influence of Service Quality in Tourism on Tourist
Satisfaction: The Case of Hanoi Old Quarters
Nguyen Thu Haa*, Le Thi Tu Anha, Dinh Thi Thuy Nab, Phung Thi Xuan Huonga
aCenter for Business Administration Studies, University of Economics and Business, Vietnam National University, Hanoi, Vietnam
bFaculty of Business Administration, University of Economics, The University of Danang, Danang City, Vietnam
A B S T R A C T
This paper presents the results of an empirical study on the influence of tourism service on tourist satisfaction
in the case of Hanoi Old Quarters. Statistical techniques have been applied to analyze the data collected from
200 international and domestic tourists had visited Hanoi Old Quarters. Analysis results indicate that Core-
tourism experience, Hospitality, Value for money, Amenities and Food have a significant impact on tourist
satisfaction.
Keywords: Service quality; service quality in tourism
1. Introduction
Tourism is a growing industry not only in the domestic economy but also in the world. In Vietnam, the value
of contribution of tourism and travel service sector to national GDP is estimated as 279.287 billion VND, which
is equivalent to 6.6% of GDP (According to Vietnam National Administration of Tourism, 2016). With those
remarkable contributions, the development of “smoke-free industry” has been more caring and focused. On 30
December 2011, The Prime Minister signed a decision approving the “Vietnam Tourism Development Strategy
to 2020 with a vision to 2030” with the objective of developing tourism into a spearhead economic sector.
With the advantage of thousands years cultural, which has been remaining in large system of heritage,
featured landscapes and special lifestyle of local people, Hanoi Old Quarters is a potential place to develop
destination tourism. Representative tourism products include cultural tourism (visiting cultural relics, historical
sites, ethnic cultural studies, scenic spots in Hanoi Old Quarters), shopping tourism (visiting, shopping
handicrafts, fine arts, craft villages), culinary tourism (discovering traditional specialties) ... However, the tourist
area has not fully promoted its potential and not been invested in service quality management. Even so, many
foreign visitors visiting tourist area had made negative comments on social networking sites, which were main
focus on hygiene, difference in price and security. In order to preserve and promote the tourism status of
Vietnam in general and Hanoi Old Quarters in particular, it is necessary to focus on improving service quality
and tourist satisfaction due to this is the prerequisite to create the image of tourist area.
This study provides an analysis and assessment of tourist satisfaction on Hanoi Old Quarters tourist area.
Hanoi Old Quarters was classified by the Ministry of Culture and Information as a national historical and
architectural monument in accordance with Decision No.14/2004/QĐ-BVHTT dated 05 April 2004. According
to Decision No.6398/QĐ-UBND dated October 24, 2013 by the People's Committee of Hanoi, Hanoi Old
Quarters had a total area of 82 hectares, including 10 wards, 79 streets and 83 streets in Hoan Kiem district. The
* Corresponding author. E-mail address: [email protected]
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characteristics of this area can be referred as: Old Quarter areas dedicated to one specific trade; ancient tube
house architecture with tiled roof; a rich religious heritage through the temples, pagodas, congregations; many
rich and unique food;…
2. Literature review on service quality in tourism
2.1. Service quality
Parasuraman et. al. (1985) defined service quality is a measure of how well the service level delivered
matches customer expectation. The customer satisfaction theory sees these expectations as predictions of what
might happen during the transaction, while service quality theory sees these expectations as the desire of the
consumer (Kandampully, 2002). Backman & Veldkamp (1995) stated that service quality is an essential factor
involved in a service provider’s ability to attract more customers. Unlike the quality of goods, which may be
measured objectively by such indicators as durability and number of defects, service quality is an elusive
construct that is difficult to measure (Crosby, 1979). Mackay and Crompton (1990) defined service quality as
“the relationship between what customer’s desires from a service and what they perceive that they receive”.
Additionally, service quality is also a way of thinking about how to satisfy customers so that they hold positive
attitudes toward the service they have received (Ostrowski, O’Brian, & Gordon 1993).
Quality in service industries has both static and dynamic dimensions (Day and Peters, 1994). The static
dimension represents the expectation of the customers, that always changes over time as extra facilities such as
in-flight meals become the rule rather than the exception. Dynamic dimension of quality occurs during service
delivery and offers opportunities for the customer to be delighted by the extra efforts of staff to, for example,
address the customer tangible product which is a primary cause of customer dissatisfaction, but dynamic quality
is not achieved easily. By definition, spontaneous acts of dynamic quality, cannot be pre-arranged or scripted,
but are nevertheless an important means of customer satisfaction (Ingram et al., 1997).
Service quality is an extremely important component of the structure of a travel product, and visitor
satisfaction is affected by service quality. If the service quality is good, tourists will be very satisfied, then, they
will be willing to return to the destination again and introduce the destination for many more (Cronin & Taylor,
1992; Parasuraman et al., 1985; Zeithaml et al., 1996). Therefore, evaluating the service quality in tourism is
very important for tourism management. The results of these evaluation will help tourism manager improve
service quality, increase customer satisfaction and retain as well as attract more tourists.
2.2. Service quality in tourism
According to Baker and Crompton (2000), the literature related to quality in the tourism and recreation field
dates back to the early 1960’s. The tourism literature has revealed various attempts to make sense of how tourists
evaluate the quality of services they receive while on vacation and so forth. However, as Frochot (2004) points
out, “the nature of tourism services, based as much on the sale of utilitarian services as on the provision of
service through which consumers can achieve deep-rooted needs, renders its evaluation reasonably complex”.
Hudson and Shephard (1998) have argued that “service quality has been increasingly identified as a key
factor in differentiating service products and building a competitive advantage in tourism.”
Managers in tourism strive to improve the quality of their services and the level of customer satisfaction in
the belief that this effort will create loyal visitors. Loyal visitors will return to the destination and recommend it
to others (Tian-Cole & Cromption, 2003).
Sparks and Westgate (2002) suggest that service failure can have devastating effects on an organization
because customers frequently switch to a different provider when they experience a service failure. However,
among customers who experience service problems, those who receive satisfactory resolution are more likely to
remain loyal to the service provider.
Atilgan et al. (2003) suggest that cultural characteristics have an effect on perceptions of service quality in
tourism. They found that different cultural groups can have different levels of expectations and perceptions in
terms of service-quality dimensions.
2.3. The relationship between tourist satisfaction and service quality in tourism
Customer satisfaction is the emotional state of product or service used (Spreng et al., 1996). Philip Kotler
(1995) defined customer satisfaction as the level of a person's sense when comparing the results obtained from
the consumption of a product / service with his expectations.
While there are many approaches to explaining customer satisfaction or dissatisfaction, a widely used
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concept has been developed by Richard Oliver, the inventor of "expectancy disconfirmation" (1980).
Expectation disconfirmation theory is to predict that customers make in advance of consumption act as a
standard against which customers measure the firm’s performance (Oliver, 1997). This model considers
satisfaction is a function which includes the difference between observed outcome (product) performance and
prior expectations about the outcome’s (product’s) performance (Kopalle and Lehmann, 2001). It also be
considered as belief probabilities of what the consequence of an event will be (Oliver, 1980).
Service quality and satisfaction are two different but closely related concepts in service research
(Parasuraman & ctg, 1988). Service quality is commonly noted as a critical prerequisite for establishing and
sustaining satisfying relationships with valued customers. In this way, the association between service quality
and customer satisfaction has emerged as a topic of significant and strategic concern (Bolton and Drew, 1991;
Cronin and Taylor, 1992; Taylor and Baker, 1994)
Pizam et. al. (1978) identified eight factors of tourist satisfaction with Cape Cod, Massachusetts (USA) as a
tourist destination area, which were: beach opportunities, cost, hospitality, eating and drinking facilities,
accommodation facilities, campground facilities, environment, and extent of commercialization. Sureshchandar
(2002) considered customer satisfaction as a multi-dimensional structure such as quality of service and argued
that: Customer satisfaction was driven is operated in the same way as service quality. Zeithaml & Bitner (2000)
stated that service quality as a factor impact on customer satisfaction.
In Vietnam there are many studies on tourists satisfaction with service quality in tourism. Dang Thi Minh
Anh (2012) has studied the satisfaction of tourists when traveling in Nha Trang city, which showed five factors
that affect the level of visitor satisfaction: attractive destinations, perceived value, infrastructure, subjective risks
and objective risks. Le Thi Tuyet (2014) introduced the factors affecting the satisfaction of domestic tourists with
the quality of tourism services in Duong Lam ancient village including: facilities, cultural, service capabilities,
response, reliability, prices of goods and services. Vo Thi Cam Nga (2014) studied the international tourist
satisfaction in Hoi An. The results of the study show that there are seven factors that affect visitor satisfaction in
Hoi An: environment; natural resources and material conditions; material heritage; intangible cultural
heritage; lodging, entertainment, shopping service; Money transfer service.2.4. Analytical Framework
Base on models in 10 years recently such as SERVQUAL, SERVPERF, ACSI, ECSI, UNWTO and the
result of Bindu Narayan et. al.’s study, this study will assess service quality in tourism through 10 dimensions:
Core-tourism experience
Information
Hospitality
Fairness of price
Value for money
Amenities
Logistics
Food
Hygiene
Security
Besides, this study also examines the relationship between service quality in tourism and tourist satisfaction.
The analytical framework is as following:
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Core-tourism
Amenities (AME)
experience (CTE)
Information (INF)
Logistics (LOG)
TOURIST
SATISFACTION
(TSS)
Hospitality (HOS)
Food (FOO)
Hygiene (HYG)
Fairness of price (FOP)
Value for money
(VFM)
Security (SEC)
Service Quality in Tourism
Hypotheses:
Hypothesis 1: Core-tourism experience has a positive
Hypothesis 2: Information
Hypothesis 3: Hospitality
Hypothesis 6: Amenities
Hypothesis 7: Logistics
Hypothesis 8: Food
Hypothesis 4: Fairness of price
Hypothesis 5: Value for money
Hypothesis 9: Hygiene
Hypothesis 10: Security
3. Data collection and Measurement test
3.1. Data collection
Based on reviewing literature to model the analytical framework, a questionnaire was built and divided into 3
sections:
The first section was designed to measure the overall service quality in tourism from tourist’s perspective.
This part comprises of 37 statements in total measuring 10 dimensions of service quality in tourism, which
included: Core-tourism experience (5 items), Information (5 items), Hospitality (2 items), Fairness of price (3
items), Value for money (5 items), Amenities (3 items), Logistics (3 items), Food (3 items), Hygiene (5
items), Security (3 items).
The second section aims to assess the satisfaction of customers including 3 items.
The last section consists of questions relating to demographic information about respondents such as age,
gender, and income.
The first two sections are measured using a 5 point Likert rating scale which corresponding to 1 = strongly
disagree, 2 = somewhat disagree, 3 = neither agree nor disagree, 4 = somewhat agree, 5 = strongly agree.
This questionnaire was in Vietnamese, used to survey international and domestic tourists had visited Hanoi
Old Quarters so that they could give more meaningful responses. Among various tourist destinations in Hanoi,
Old Quarters is chosen in this study for following reasons. Old Quarters are located in one of the most well-
known and important districts in Hanoi – Ba Dinh District and considered as a cultural heritage, representative of
Hanoi with thousand years of civilization. This destination therefore becomes the most frequently visited
destination in Hanoi and a potential place to develop destination tourism. In addition, while French Quarters are
suitable for young people, Van Phuc silk village are interesting for adventurous people, Old Quarters is attractive
for visitors of all ages and from different countries. Thus, the survey results will give a comprehensive view of
Hanoi’s visitors satisfaction. 250 potential tourists were approached and 200 feedbacks were obtained indicating
a response rate as 80%. Respondents ranged in age from 18 to 30, with 56% percent female. Monthly personal
income of the respondents was mostly less than 5 million (18.5%) and from 5 to 10 million (58%). The purpose
of the respondents was mostly to visit and travel (61.5%).
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3.2. Measurement test
Data collected are firstly tested to ensure the reliability through Cronbach’s alpha value with the purpose to
check the internal consistency. Internal consistency describes the extent to which all the items in a test measure
the same concept or construct and hence it is connected to the inner-relatedness of the items within the test. In
general, alpha coefficient ranges in value from 0 to 1, and the increase of this value means that the correlations
between the items increase. In this study, scales which have Cronbach’s alpha coefficient greater than or equal to
0.6 will be accepted. Besides, variables which have greater than 0.3 item-total correlations will be accepted; the
others which have smaller than 0.3 item-total correlations will be eliminated from analysis data.
The result of this study indicated that all Cronbach’s alpha values of 10 dimensions ranged from 0.618-0.722,
showing high reliability level of the database. However, some variables in the scale which have smaller than 0.3
item-total correlations had been eliminated. These variables are INF2 (Information), VFM4 (Value for money),
AME3 (Amenities), FOO2 (Food), HYG5 (Hygiene).
Then, validity test is conducted to measure whether the item or scale truly measures what it is supposed to
measure or nothing else. In this study, within scale factor analysis is conducted for 10 service quality in tourism
scales, which named Core-tourism experience, Information, Hospitality, Fairness of price, Value for money,
Amenities, Logistics, Food, Hygiene, Security and for Tourist Satisfaction scale.
The results reveal that the questionnaire is a valid measure of service quality in tourism, and tourist
satisfaction in Hanoi Old Quarters because the items which are arranged within a scale in the questionnaire are
proven under the same factors. The factor analysis results for all investigated components are presented in the
following table.
Table 1: Contents of questionnaire survey
Dimension
Core-tourism
experience
Items
Coding
CTE1
CTE2
CTE3
CTE4
CTE5
INF1
1. Exciting, vibrant atmosphere
2. Traditional beauty
3. Variety of historical relics, richness of cultural heritage
4. Good climate
5. Cultural exchange with local people
Information
6. Availability of tourist information center at tourist place
7. Personal guidance in the tourist spots
INF2
8. Easy of communicating with people in a language that both you and the local people are
comfortable with (English)
INF3
9. The maps in tourist destination are available
10. The maps in tourist destination provide full information about the place
11. Local people are polite, courteous
12. Attitude of local people towards tourists was good
13. Fairness of cost at stores (i.e. same price for domestic and foreign tourists)
14. Fairness of cost when buying from street vendors and temporary market (i.e. same
price for domestic and foreign tourists)
INF4
INF5
HOS1
HOS2
FOP1
FOP2
Hospitality
Fairness of
price
15. Fairness of transportation fee (i.e. same price for domestic and foreign tourists)
FOP3
Value
money
for 16. Price worthiness of ticket price at historical sites, cultural heritage in Hanoi Old
Quarters
VFM1
17. Price worthiness of service/goods
18. Price worthiness of local conveyance (like buses, taxis,..)
19. Price worthiness in parking lots
20. Price worthiness of local food/drink
21. Internet strong connected at places of visit
22. Access to medical help in case of emergencies was easy
23. Resting places are reasonably arranged at places of visit
24. Many convenient, spacious parking lots at places of visit
25. The routes in the tourist area meet the travel capacity of the tourist delegation
26. Possible disturbance by traffic congestion
27. Hanoi specialties is available and easy to find
28. The restaurant is ready to serve the needs of guests
29. Availability of street food/street vendor food (that you would prefer to eat) at your
VFM2
VFM3
VFM4
VFM5
AME1
AME2
AME3
LOG1
LOG2
LOG3
FOO1
FOO2
FOO3
Amenities
Logistics
Food
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place of stay
Hygiene
Security
30. Cleanliness and hygiene at tourist spots/places of visit
31. Easy to find a bin in tourist destination
32. Hygiene level of food at tourist spots/places of visit
33. There is enough toilets in the whole area
34. Cleanliness of toilets if used
35. Security at the tourist spots/places of visit
36. You have difficulty moving around in the tourist area because of the traffic
37. Possible disturbance by street seller
HYG1
HYG2
HYG3
HYG4
HYG5
SEC1
SEC2
SEC3
Table 2: Reliability and validity tests
No.
of Items
Cronbach
’s Alpha
0.664
Number
of Factors
% of
Variance
31.653
62.331
43.492
48.467
66.197
46.384
48.559
43.670
46.438
44.942
Constructs
1. Core-tourism experience
2. Information
3. Hospitality
4. Fairness of price
5. Value for money
6. Amenities
5
5
2
3
5
3
3
3
5
3
1
1
1
1
1
1
1
1
1
1
0.656
0.722
0.618
0.764
0.627
0.669
0.716
0.711
7. Logistics
8. Food
9. Hygiene
10. Security
0.638
4. Data Analysis
Regression analysis is conducted to test the relationship between service quality in tourism and tourist
satisfaction in Hanoi Old Quarters. Firstly, mean scores of both dependent variable (tourist satisfaction) and
independent variables (Core-tourism experience, Information, Hospitality, Fairness of price, Value for money,
Amenities, Logistics, Food, Hygiene and Security) for 200 respondents are calculated. Then, mean scores of
service quality in tourism are multiplied by weight score measuring the important level of each component
which are assessed by respondents. In investigating the impact of service quality in tourism to customer
satisfaction in Hanoi Old Quarters, R square value indicates that 35.1% of variance in tourist satisfaction can be
explained by 10 service quality in tourism variables. Moreover, significant value of 0.000 confirms that group of
six service quality components have a statistically significant relationship with customer loyalty variable at the
5% significant level.
Table 3: Regression analysis result
R square
Adjusted R square
Sig.
0.351
0.333
0.000
Unstandardized
Coefficients
Standardized
Coefficients
Beta
VIF
Std.
Error
Sig.
B
(Constant)
Core-tourism experience
Information
1.134
0.401
0.180
0.305
0.046
0.290
0.189
0.282
0.235
0.055
0.051
0.061
0.053
0.046
0.044
0.049
.000
0.017
0.020
0.015
0.022
0.101
0.104
0.035
0.732
0.028
0.805
0.699
0.050
0.053
0.516
1.300
1.840
2.119
1.793
1.482
1.599
1.575
Hospitality
Fairness of price
Value for money
Amenities
Logistics
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Food
Hygiene
Security
0.463
0.034
0.198
0.041
0.056
0.058
0.001
0.003
0.362
0.981
0.041
0.000
1.436
1.722
1.899
Apart from Core-tourism experience, Hospitality, Value for money, Amenities and Food, others remaining
service quality in tourism components express significantly positive influence on Tourist Satisfaction at the 5%
significant level. Food component shows the strongest impact on tourist satisfaction with the highest coefficient
value of 0.463., followed by diverse, flavorful, balanced cuisine and specialties were available and easy to find.
Then, Hospitality component which refers to the friendliness and courtesy of local people shows the coefficient
value of 0.305., followed by attitude of local people towards tourists was good. Last but not least, Value for
money component which based on price worthiness in all service activities shows the coefficient value of 0.290.
5. Findings and discussions
Core-tourism experience, Hospitality, Value for money, Amenities and Food are tourism service quality
factors have a significant impact on tourist satisfaction. Core-tourism experience is related to natural beauty,
climate, rich cultural heritage, cultural exchange with local people, privacy and space for a relaxed time. With
the rich of traditional and historical, this tourist area should continue to maintain and promote this strength by
preserving, embellishing the ancient architecture and promoting the value of material value, traditional festivals,
cultural and folk art and contemporary activities. Regulators should pay attention to the diversification of
tourism types and products, such as spiritual travel - visit temples, ancient pagodas; travel to admire the special
art forms such as ca tru, chau van, cheo,…; festival travel - visit the Old Quarters on the special festivals such as
Mid-Autumn Festival, Lunar New Year... to attract more tourist. Factor Hospitality concerns to the friendliness
and courtesy of tour guide, hotel staff and local people, which was appreciated by tourists. Most of the visitors
will receive enthusiastic advice from local people when they encounter any problems such as helps in directions,
helps with the map or helps in crossing the street… The relative price of tourists paying for travel with the value
and quality of travel packages, accommodation, food and transportation services at the destination is Value for
money factor. Amenities involves services such as the internet, telecommunication services, currency exchange
facilities at tourist area, emergency medical assistance. In addition, nightlife is also an important aspect for many
tourists, the availability of pubs and the opening hours of those are also crucial to some tourists. In Hanoi Old
Quarters, Food is one of the top attractions for tourists to explore and experience the ancient town. Enjoying
traditional dishes such as Pho, Spring rolls, La Vong fish rolls, Thanh Tri rolls, etc…, the tourists also feel the
delicate essence of culture and local people.
The component of Information which does not show reliable statistically relationship with customer
satisfaction is discarded. Information component in this study refers to the available of information in the airport,
travel guides or other explanatory services and the ease of communication in a common language. In fact, the
available of information may not have much impact on tourists when they choose to visit Hanoi Old Quarters.
Fairness of price relates to the differences in prices at tourist sites, in local shops and travel services. Although
this component it does not represent the positive relationship with tourist satisfaction in the study, but it can be
seen as a must-be service quality in tourism component. It means that tourists are dissatisfied when Fairness of
price component does not perform well, but when it performs well the result is not increased tourist satisfaction.
Similarly to Fairness of price component, Logistics is also seen as a must-be service quality in tourism
component. This component refers to transportation and logistics of the destination, access to tourist sites,
infrastructure conditions at tourist sites. For the Hygiene component that relates to cleanliness in airports,
accommodation, restaurants and food at the destination and Security component, which refers to the safety of
tourists at tourist destinations and at the hotels where they stay, these components also do not show the
relationship with tourist satisfaction in this study.
These findings of this study provide some practical recommendations for developing destination tourism in
Old Quarters and improving tourist satisfaction. New potential tourism product should also be developed, such
as spiritual travel, festival travel… Legislative and institutional framework should be strictly enforced.
Coordinated action of relevant authorities is needed to address issues such as food hygiene and safety, security…
In addition, staffs who regularly contact with tourists, including tour guide, staff working in hotels,
restaurants…, should to be qualified. Training programs is necessary to provide extensive knowledge of history
of Old Quarters, culture and people in Hanoi. Staffs with good language skills will contribute to make a more
comfortable and convenient place for foreign visitors. Moreover, an effective education program should be
established to awareness about hygiene in order to improve environmental sanitation, and to develop good
manners when dealing with foreign tourists.
6. Conclusion
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The results of this study indicated that among 10 components of service quality in tourism including Core-
tourism experience, Information, Hospitality, Fairness of price, Value for money, Amenities, Logistics, Food,
Hygiene, Security, five factors as Core-tourism experience, Hospitality, Value for money, Amenities and Food
have a significant impact on tourist satisfaction. In addition, the findings also helps to find some solutions to
improve service quality towards the satisfaction of tourists in Hanoi Old Quarters.
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