A MODEL OF FACTORS AFFECTING DOMESTIC TOURIST SATISFACTION ON ECO-TOURISM SERVICE QUALITY IN THE MEKONG DELTA, VIETNAM

The objective of the present study is to explore the factors affecting domestic tourists’ satisfaction with the quality of ecotourism services. Survey data collected from 457 visitors visiting Mekong Delta, Vietnam were analyzed to provide evidence. Results from multiple regression analysis using SPSS software have determined that Food and beverage Shopping & entertainment services, Perceived price, Nature destination landscape, Security and Safety, Transportation had positive associations with domestic travelers’ satisfaction. Besides, this research also showed that female tourists tend to be more satisfied than male tourists. The main findings of this study provide practical implications for travel agencies and tourism managers. It implies that they should improve these factors in order to maintain and enhance domestic tourist satisfaction with the quality of ecotourism services in Mekong Delta, Vietnam.