AN EVALUATION OF FACTORS AFFECTING TOURIST SATISFACTION WITH SERVICE QUALITY: CASE STUDY OF SAM MOUNTAIN NATIONAL TOURIST AREA IN AN GIANG PROVINCE, VIETNAM

This study was conducted at the National Tourist Area (NTA) of Sam Mountain in Chau Doc City, An Giang Province, Vietnam. The study surveyed 150 tourists using a questionnaire to assess the factors affecting visitor satisfaction with the quality of tourist services in the Sam Mountain NTA. The responses from the questionnaire were encoded and analyzed using Cronbach’s Alpha reliability coefficient, the EFA exploratory factor, and regression analysis using SPSS 26.0. The research results showed that out of the four studied factors: Labour, type, infrastructure and tourist environment, labour had the most significant impact on tourists’ satisfaction when visiting the Sam Mountain NTA. The study also found that environmental factors had the least impact on tourist satisfaction. Addressing this issue requires local authorities at all levels to work together to implement solutions to improve the quality of services and meet tourists’ satisfaction levels when coming to the Sam Mountain NTA.