Factors affecting the satisfaction of festival visitors evidence from vietnam luận văn thạc sĩ

KMO: Kaiser–Meyer–Olkin EFA: ExploratoryFactorAnalysis SPSS: StatisticalPackageSoftwareforSocialScience... DIMENSIONS VIRONMENTAL HOLISTIC EN MODERATORS INTERNAL RESPONSES BEHAVIOR Am

MASTEROFBUSINESS (Honours) S

U P E R V I S O R : DR.CAOHAOTHI

HoChiMinhCity–Year2014

MASTEROFBUSINESS (Honours) S

U P E R V I S O R : DR.CAOHAOTHI

HoChiMinhCity–Year2014

ACKNOWLEGEMENTS

IdopersonalbelievethatIwouldnothavebeensuccessfulincompletingmythesiswithoutt h e conscientioussupport,guidanceandadviceofmanypeople

Firstofall,IwouldliketoexpressmygratitudetoDr.CaoHaoThiforhisquietleadership,generousguidanceandencouragement.Althoughfacedmanydifficulties,hisenthusiasticguidanceprovidedmetheusefulknowledgewhichhelpedmetohavedirectionsformystudy

Secondly,IwantthesupervisoryboardknowhowmuchIappreciatethemforprovidingmewiththeiravailableadviceshelpedmetogainabetterunderstandingofthesubjectandcreatingfavorableconditionsformeduringperiodofthethesis

Furthermore,IwouldalsoliketoexpressmydeepgratitudetoadministrativeofficesofInternationalSchoolofBusiness–

UniversityofEconomicsHoChiMinhCityfortheiradministrativesupport,creatingfavorableconditionsformeduringtheMBAcourseasw e l l asduringthetimeIdothisresearch

Besides,Iwouldliketogivemysincerethankstopeoplewhohelpedmetocompletethesurveyandsinceresharingmystudytopic

Lastbutnotleast,Iwouldliketosendthemostspecialthankstomyfamily,whoaremymotivation,theysupportedmebytheirloveandfaithinmyabilitieswhichhavehelpedmei n myeffortstobecomeabetterresearcher

Theresultssuggestthatinordertohavethesatisfactionoftourists,itmustfocusonfactorssucha s programc o n t e n t , facility,f o o d , s t a f f , souvenir,c o n v e n i e n c e Thesef i n d i n g s complementtheoryaboutbehaviorofvisitorsattendingfestival,providingplannersaswella s administratorsthewaytodesignafestivaleffectively.

Keywords:festivalscape,visitors’satisfaction,Vietnam.

TABLEOFCONTENTS

ACKNOWLEGEMENTS i

ABSTRACT ii

TABLEOFCONTENTS iii

LISTOFABBREVIATIONS v

LISTOFFIGURES vi

LISTOFTABLES vii

CHAPTER1: INTRODUCTION 1

1.1 Problemstatement 1

1.2 Researchobjectives 3

1.3 Researchquestions 3

1.4 Researchscope 4

1.5 Researchcontribution 4

1.6 Researchstructure 4

CHAPTER2: LITERATUREREVIEWS 6

2.1 Festivalscape 6

2.2 Satisfaction 9

2.3 Previousstudiesabout festivalscape 10

2.4 Researchmodel 11

2.4.1 Hypothesis 11

2.4.2 Conceptualframework 15

CHAPTER3: RESEARCHMETHODOLOGY 17

3.1 Itemgenerationstep 18

3.2 Quantitativepilotstudy 18

3.3 Quantitativemainstudy 21

3.3.1 Datacollection 21

3.3.1.1 Samplesize 21

3.3.1.2 Samplingmethod 22

3.3.2 Methodsof data analysis 23

3.3.2.1 ReliabilitymeasurebyCronbach’sAlphaanalysis 23

3.3.2.2 ValiditymeasurebyEFA 23

3.3.2.3 Multipleregressionanalysis 24

CHAPTER4: DATAANALYSIS 27

4.1 Datacollection 27

4.1.1 Filterthedata 27

4.1.2 Coding 27

4.2 Descriptivestatistics 27

4.3 Reliabilityanalysis 30

4.4 ExploratoryFactorAnalysis 33

4.4.1 SystemoftestingforEFA 33

4.4.2 TheresultsofEFAmodel 33

4.5 Regressionanalysis 36

4.5.1 Testingofthefitlevelofmodel 36

4.5.2 Testingofregressioncoefficient 41

4.6 Thehypothesistesting 41

4.6.1 Unstandardizedregressioncoefficient 41

4.6.2 Standardizedregressioncoefficient 43

CHAPTER5: CONCLUSIONSANDRECOMMENDATIONS 45

5.1 Conclusions 45

5.2 Recommendations 47

5.3 Implicationsofthestudy 48

5.4 Limitationandfurtherresearch 49

REFERENCES 50

APPENDIX1:QUESTIONAIRE–ENGLISHVERSION 55

APPENDIX2:QUESTIONAIRE–VIETNAMESEVERSION 59

APPENDIX3:THEDATAANALYSISRESULTS 64

KMO: Kaiser–Meyer–Olkin

EFA: ExploratoryFactorAnalysis

SPSS: StatisticalPackageSoftwareforSocialScience

Figure2.1:FrameworkforUnderstandingEnvironment-UserRelationshipsinServiceOrganizations 7

Figure2.2:Programcontentandfestivalvisitors’satisfaction 12

Figure2.3:Staffandfestivalvisitors’satisfaction 12

Figure2.4:Facilityandfestivalvisitors’satisfaction 13

Figure2.5:Foodandfestivalvisitors’satisfaction 14

Figure2.6:Souvenirsandfestivalvisitors’satisfaction 14

Figure2.7:Convenienceandfestivalvisitors’satisfaction 15

Figure2.8:Informationandfestivalvisitors’satisfaction 15

Figure2.9:Researchmodel 16

Figure3.1:Researchprocess 17

Figure4.1:Modelfit 32

Figure4.2:Scatterplot 39

Figure4.3:NormalP-Pplotofregressionstandardizedresidual 40

LISTOFTABLES

Table3.1:Factorsanditemssummary 20

Table4.1:Codingtheitemsoffestivalscapefactors 28

Table4.2:Theprofileofrespondents 29

Table4.3:Reliabilitystatistics 31

Table4.4:KMOandBartlett’stest 33

Table4.5:Rotatedcomponentmatrixa 34

Table4.6:Theretestofreliabilityanalysis 35

Table4.7:ModeladjustedthroughreliabilityanalysisandEFA 36

Table4.8:Casewisediagnosticsa 37

Table4.9:Modelsummaryb 37

Table4.10:ANOVAa 38

Table4.11:Correlations 38

Table4.12:Coefficientsa 41

Table4.13:Hypothesistesting 42

Table4.14:Theimportance leveloffactors 43

CHAPTER1:INTRODUCTION

Thefirstpartofthischapteristhestatementoftourismproblemaswellasthesatisfactiono f festivalvisitors.Then,thischaptershowstheaimsofthestudyinresearchobjectivesp a r t andidentifiestheresearchquestions.Andfinally,inturn,thischapterprovidesscope,contributionandstructureofthisresearch

1.1 Problemstatement

Nowadays,worldtourismindustrybeginstohavethesignofprosperityanditsrecoverys p e e

d isfasterthananyothereconomicindustry.Indevelopingcountries,tourismhasbeenrecognizedasamotivationforeconomicdevelopmentandcontributetopovertyreductionandemploymentcreation

Tourismmeansnotonlyenjoyingthescenic,theworldnaturalheritagebutalsofindingout,exploringindigenousculturesviafamousfestivalsfilledwithculturalparticularitieso f eachregion,eachcountry.Besides,organizingfestivalisamethodoftourist’sreturningbecauseitisthetopattentionofcountrieswhicharefocusingonpromotingthedevelopmentof“smokeless

industry”.Tohavethatreturningdecision,

thetourists,firstofall,mustfeelsatisfiedwiththatfestival.Therefore,studyingaboutfactorsaffectingthesatisfactionoff est iv al touristshas beenresearchedb y manyr esea rc her s inaroundtheworldf o r manyy e a rs suchasLeeetal.(2008),Özdemir&Çulha( 2 0 0 9 ) , Yoonetal.( 2 0 1 0 ) , Grappi&Montanari(2011),Anil(2012),Mensah(2013)

InVietnam,wecannotdenythat“smokelessindustry”hasbeenconfirmeditsimportantpositioninthenationaleconomy.However,overallVietnamtourismindustryisstillnotcompetitiveenoughont h e i n t e r n a t i o n a l market,manyvisitorsadmiredt h e b e a u t i f u l landscapeinVietnambutjustafewofthem

returnthesecondtime.Accordingtorecentinterviews,almosttouristsneeds o m e t h i n g morethanj u s t scenic,w e onlyex p l o i t t h e naturalwhatavailableinVietnambutnotdoanythingtomakethemmorebeautiful,moreattractive.Therefore,besidest r a d i t i o n a l t o u r i s m elementssu

2cha s scenics p o t s , worldnaturalheritage,Vietnam’stourismindustryhasorganizedmanyfestivalswhichcontain

ofeachregionsofthecountryfortouriststoexplorethecultureoft h e indigenouspeople.InOnlin

eC o n f e r e n c e f o r summarizingthemanagementandorganizationof t h e festivalsi n 20 1

3, M in is tr yo f CultureandInformationof Vietnammentionsthateveryyear,therearemorethan8000festivalsi nVietnam.Theyinclude:traditionalfolkfestivals,religiousfestivalsandmanyfestivalsimportedf r o m abroad.Amongthesediversefestivals,therearemanyfestivalsattractedalotoftouristsacrossthec o u n t r y aswellasoverseasuchasHueFestival,DaLatFlowerFestival,HaLongTourismFestival,D a NangInternationalFireworksFestival ThefestivalscontainedcharacteristicsofeachlocalitynotonlyintroducetoforeignvisitorsaVietnamwhichisdynamic,modernbutrichinculturaltraditions,diversifyingthetypesoftourismproductsbutalsohelpVietnamesetouristslearnmoreabouttheabundantanddiversityculturaloftheirhometown

Besidespositives,festivalsinVietnamstillexisttheobviousweakness,whichisaboutthequalityofperformanceorganization,

productssoldinfestivalsaswellasservicedemandso f tourists.I n fact,theplansoforganizingfestivalsaretoowidespread,lackofgovernment’smanagement,leadt o t h e tritenessf o r t h

e senseo f festivals.Moreover,althoughtheinfrastructuresystemhasbeeninvestedtoupgrade,itisstilllackofuniformityamongregions,andtouristsites.Thelaborresourcesarenumerousbutstillhaveweakconstraintqualification.Besides,therearemanyotherproblemscausedbytheshortageo

fp r o f e s s i o n inallpreparingsteps,inconsistenceinorganizing.Thoseproblemscertainlymaketouristsafraidtovisitandreturnbecausethefactorsabouttheprofessioninperformanceorganization,staffs’qualificationaswellasqualityofproductshavedirectorindirecte f f e c t s ont h e satisfactiono f tourists.W i t h t h e actuals i t u a t i o n s t a t e d a b o v e , remediesarenecessaryforthedevelopmentofVietnam’stourism.Inotherwords,findingoutthef a c t o r s a f f e c t i n g t

h e satisfactiono f d o m e s t i c touristsi s e x t r e m e l y important,becausebeforemakingthetouristsallovertheworldimpressed,thebackgroundofhistory,t h e d i v e r s i t y andrichnesso f t

h e culturehavet o bejudgedperfectlyb y Vietnamese.Therefore,governmentandtherepresentativeoffunctionaldepartmentshavebeen

proposedaseriesofmeasurestoimprovethoseproblems,theyurgedbusinessestoinvest,build,manageandtrainthefriendly,professionalorganizingstaffof thefestivalto attracttourists.

TheseactionshasprovedthatgovernmentandtourisminvestorsreallycareanddesiretoimprovedispensableproblemsandthereforetheycanimpulseVietnamtourismthroughthefestivalswhicharedeeplyimbuedwiththenationalidentity.However,thereisnone( o r veryfew)researchesfocusondiscovering

factorsthateffectontheattituderelatedtosatisfactionofdomestictouriststotheculturalfestival

1.2 Researchobjectives

Tohelpplannersandtourismenterprisestohavemorebasistosetoutthestrategicplanfort h e tourismmarketaswellasimplementthetheoriesinthisfield,theaimofthisstudyisto:

 Determinefactorswhichaffectingtothevisitors’satisfactionwhenenjoyingfestivalsi n Vietnam

 Determinestrengthofrelationshipbetweenthesefactorsandthevisitors’satisfaction

1.3 Researchquestions

Basingonaboveanalyzedissues,t oclarifyfactorsaffectingthesatisfactionoffestivaltourists,thisstudywilltrytoanswerthequestions:

 Whata r e t h e f a c t o r s impactt o t h e visitors’s a t i s f a c t i o n whenenjoyingfestivalsinVietnam?

 Howdot hos e factors e f f e c t ont h e visitors’satisfactionwhenenjoyingf est iv als i n Vietnam?

1.4 Researchscope

Vietnamisamulti-nationalitycountrywith54ethnicgroupssotherearemanyfestivalsfilledwithculturalparticularitiesofeachregionorganizedeveryyears.Thismeansitiscompletelyunfeasibletosurveytourists’commentsatallfestivalsalloverthecountry.Therefore,thesurveyedobjectistouristsattendedthemostfamousfestivalsofVietnamsuchasHueFestival,DaLatFlowerFestival,NhaTrangSeaFestival,HaLongTourismFestival,DaNangInternationalFireworksFestivalandsomeotherfestivals

1.5 Researchcontribution

Basically,thisstudydemonstratesthatfactorsaffectingthesatisfactionoffestivaltouristsh a s beenrecognizedasanimportantmotivationfortourismmarketdevelopmentofourc o u n t r y becauseofitsseveralbenefits.Theanalysisofthetourists’satisfactionatfestivalsw i l l helpinvestorsandtourismenterprisestoarrangeaswellasredefinetheirportfoliothenhavemorebasistosetoutthestrategicplanforthetourismmarket,thecontributiont o thefieldisthreefold.Thefirstoneis,determinefactorswhichaffectingtothevisitors’satisfactionatfestival ,thismayhelpt ou ri s

m marketersto understandtheircustomers’ demand.S e c o n d , analyzingt h e influences

o f thesef a c t o r s a s wella s discoveringtherelationshipbetweenthepolicyelementsoffestivalswiththevisitors’satisfactioncanhelptourismplannerstoproposeorganizationplanstoovercometheshortcomingswhichaffectdemandofdomestictourists.Andfinally,therecommendationsaresuggestedtoimprovet h e visitors’satisfactionwhenenjoyingfestivalsinVietnam

Inaddition,thisstudyimplementstheoriesinthisfield-satisfactionresearch.Thefindingsshouldstrengthenknowledgeabouttourist’sstandardrequirementsaboutfestivalstheyenjoyedinVietnam

1.6 Researchstructure

Thisstudyincludesfivechapters:

 Thefirstc h a p t e r is“Introduction”whichincludescomprisingp r o b l e m statement,r e

s e a r c h objectives,r e s e a r c h questions,r e s e a r c h s c o p e , r e s e a r c h c o n t

r i b u t i o n andstructureofresearch

 Thesecondis“Literaturereviews”,thischaptersummarizesconcepts,theories,experiencesandpreviousresearchesabouttheelementsthataffecttothesatisfactionoffestivalvisitorsinVietnamthengivesresearchmodelincludeshypothesesandconceptualframeworkusedfortheresearch

Thischapterintroducesabout(1)festivalscapeconcept,thetheoriesabout(2)satisfaction.N e x t, itmentionsto(3)thepreviousstudiesaboutfestivalscapeaswellastheresultsaboutt h e influenceoffactorswhichthepreviousresearchersproposedfromtheirstudies,impactt o thevisitors’satisfactionatfestivals.Andfinallyisthe(4)modeloftheresearchwhichconcludesthehypothesesandtheconceptualframework

2.1 Festivalscape

Theconceptabout“festivalscapes”ismentionedfirstlybyLeeetal

(2008).AccordingtoL e e etal

(2008),thisconceptbasedontheenvironmentalpsychologytheorythatstatementtangibleenvironmentisafactorimpactt oemotionofcustomeri n anenvironment,forexample,retailenvironmentso r p h y s i c a l e n v i r o n m e n t s (Mehrabian& Russell,1 9 7 4 ) Therea r e manycuesbuilda festiavalscape,i n whichretailenvironmentsands e r v i c e qualityaswellascustomers’satisfactionistypicalcues(Leeetal.,2008)

o u n d i n g s influencet o c u s t o m e r ’ s satisfactionandpurchasingintentions.AndBitner(

1 9 9 2 ) alsos t a t e s thateverycompanycanimproveaboveobjectivephysicalfactorstoimpactcustomerreactions

(2)spatiallayoutandfunctionality (3)signs,symbolsandartifacts(Bitner,1992)

DIMENSIONS VIRONMENTAL HOLISTIC EN MODERATORS

INTERNAL RESPONSES BEHAVIOR

Ambient Conditions

Cognitive .beliefs

Emotional .mood

Physiological paint

Approach .affiliation categor- Attitude comfort exploration ization movement staylonger temperature

.airquality

.symbolic meaning

.physicalfit commitment

.carryoutplan noise

Moderators

.equipment Servicescape AmongCustomers

ization movement Avoid .symbolic

Someresearchersdefinethatambientconditionsareafactorimpactsperceptionsofhumanresponsestotheenvironment(Baker,1987).Ambientconditionsgenerallyisinfluencedb y fivemainsensesoftheenvironment,theyaretemperature,lighting,noise,musicandscent.Besides,someimperceptibledimensionssuchasgases,infrasoundandchemicalsmaybeprofoundeffects(Russell&Snodgrass,1987).Theseconddimensionisspatiallayoutandfunctionalityisanimportantphysicalsurroundingsparticularly.AccordingtoBitner(1992)“spatiallayoutreferst o t h

e waysi n whichmachinery,e q u i p m e n t , andfurnishingsarearranged,thesizeandshapeofthoseitems,andthespatialrelationshipsamongthem.Andfunctionalityr e f e r s totheabilityo f thesameitemsto facilitateperformanceandtheaccomplishment ofgoals”.Andthelastdimensionissigns,symbolsandartifacts.Thesignscanbethelabelssuchasnameoffirmordepartment,thedirectionalpurposessuchasentrances,exitsandthebehaviorrulessuchasnosmoking,childrenhavet o beena c c o m p a n i e d b y a d u l t , s o on( B i t n e r , 1 9 9 2) Signsmayd e c r e a s e p e r c e i v e d crowdingandstress(Wener&Kaminoff,1982).Thecommunicatingsymbolicsuchasqualityofmaterials,a rt wo rk, floorcoverings,e tc isdisplayedi n theenvironmentcanc r e a t e ano v e r a l l aes•thetici m p r e s s i o n (Bitner,1 9 9 2) S o , canconsiderthissymbole n v i r o n m e n t a l objectsimpactlessdirectlythansigns.Forexample,therestaurantimagewithplasticfurnishingsaswellasbrightlightingcansymbolizethenormalserviceandlowerprices(Bitner,1992)

Comebackwiththefestivalscape,Leeetal

(2008)definethatcannotcitetheentirelistoffestivalscapecues,forexample,therelationshipbetweentheserviceenvironmentinther e t a i l storesandtherestaurantsisdifferent(Yangetal.,2011).Therefore,basingonthebackgroundtheoryisservicescape,Lee etal

(2008)statesthatthefestivalscapeisalsohavingthreebasicbackgrounddimension,similartheservicescape,t h a t isambientconditionswithtemperature,airquality,noise,music,odors,etc.(2)spatiallayoutandfunctionalitywithlayout,equipment,furnishings,etc

(3)signs,symbolsandartifactswithsignage,personalartifacts,styleofd é c o r , e t c Andexpandmorethanwitht h e retailatmosphere,specific,Leee t al

(2008)definethatt h e festivalscapeincludesseven

dimensionsmayinfluencesatisfactionofvisitorsatfestivals,theseare:“programcontent,s t a f

f demeanor,facilityavailabilityandquality,foodperceptions,souveniravailabilityandquality,convenience,andinformationavailability”

2.2 Satisfaction

Thesatisfactionofcustomeristheirevaluation,whichisaboutextentofproductorservicerespondtheirwantsandneeds(Czepieletal.,1974).Inotherdefinition,thesatisfactionofcustomeri s a pleasureo r d i s a p p o i n t m e n t f e e l i n g whena performanceo r o u t c o m e o f productisdifferentorsamelikelyhisorherexpectation(Kotler&Keller,2006)

Therearetwotypeofsatisfaction,theoverallsatisfactionandtheattributesatisfaction.Theoverallsatisfactionisevaluationthroughpurchasingandexperienceingoodsandservice( A n d e r s o netal.,1994),isholisticevaluationafterpurchasing(Fornell,1992).Theattributesatisfactionissubjectiveevaluationofthecustomerfromobservationsofattribute(Oliver,1 9 9 3 ) Anattributeanalysishashigherdiagnosticvaluethananoverallanalysisbecausee a c h questionisrespectivewithe a

c h attribute( G r i f f i n & H a u s e r , 1 9 9 3 ) Theo v e r a l l satisfactionandattributes a t i s f

a c t i o n issuitablei n thehospitality andtourismindustry(Hughes,1991).Therefore,withthefestivalinparticular,thefestivalsatisfactionis“asumo f theexperiencestheattendeeshadatthefestival”(McDowall,2011)or“overallfestivalvalueevaluatedbythecompositeofqualitydimensions”(Yoonetal.,2010)

Inaddition,thereisaproblemwhichmayinfluencetothesatisfaction,thatisdemographicf a c t o r s

2013).Forexample,womentouristsevaluateabouto v e r a l l s a t i s f a c t i o n witht h e intangiblefactorhigherthanmentourists(Ekincietal.,2003).Theageisalsoanimportantfactorinfluencetotheoverallsatisfaction,

(Terry& Israel,2 0 0 4 ) However,thea g e andt h e m a r i t a l statusd o notinfluencep e r c e

p t i o n oftouristsaboutt h e o v e r a l l satisfaction(MacKay&Fesenmaier,1 9 9 7 ) Therefore,gender,a g e o r maritalstatusi n p a r t i c u l a r l y o r thedemographici n generallyisnotimportantfactorintheoverallsatisfaction(Schofield&Thompson,2007)

2.3 Previousstudiesaboutfestivalscape

Toe x a m i n e h o w f e s t i v a l s c a p e cuesinfluencepatronemotions,s a t i s f a c t i o n , L e e e tal

( 2 0 0 8 ) givessevendimensionsr e p r e s e n t i n g , t h e s e a r e convenience,s t a f f , information,p r o g r a m content,facilities,s o u v e n i r s , andf o o d quality.Ther e s u l t s s h o w t h a t f

e s t i v a l p r o g r a m co nt en t isstrongi n drivingp o s i t i v e e m o t i o n andpatronsatisfaction.Nextisfacilityqualitydimensionandfinallyisfood qualityalsoinfluencespositivealthoughthee f f e c t isnotmuch

WhereasÖzdemir&Çulha(2009)supposethatthedimensionssuchasfestivalarea,staff,f o o d ,souvenirs,information,andconveniencemayhaveaneffectont h e visitors’satisfactionlevel.S

o t o i d e n t i f y positiveperceptiono f t h e dimensionst h a t constitutefestivalperformance,multivariated a t a analysisgavet h e resultsist h e “festivala r e a ”dimensionaffectssatisfactionmorestronglythanothercues.Besides,authoralsoconcludest h a t o t h e r independentvariableshaveindirectpositivee f f e c t s onvisitors’satisfaction,inaddition,wheneachindependentvariableiseliminatedinsequence,theresultisoccurpositiveeffectdirectlyonvisitors’satisfaction

Next,Yoone t al

( 2 0 1 0 ) claimst h a t exceptf o r informationalservice,allt h e q u a l i t y dimensionssucha s program,souvenirs,f o o d , andfacilitiesw e r e p o s i t i v e l y relatedtofestivalvalue,improvedfestivalsatisfactionindirectly.Inwhich,thefestivalprogramist h e dimensionmoststronglyassociatedwithvalue,likepreviousstudyofLeeetal

(2008),whilesouvenirs,food,andfacilitiesalsoinfluencedbutlessthan.“Sincefestivalvalueisastartingpointinaffectingsatisfaction,thesefourqualitydimensionsarepresumedtobemajorcontributorstofestivalsatisfaction”Yoonetal.(2010)

Similarly,Grappi& Montanari( 2 0 1 1 ) s t a t e t h a t e n v i r o n m e n t o f a f e s t i v a l k e

e p s animportantroleinaffectingvisitors’r e

-patronizingintention.Thisstudymentionssixdimensionsrepresentingfestivalscapecues:programcontent,staffs’behaviors,placesandatmosphere,i n f o r m a t i o n andfacilities,hotelandres

taurantoffers,andsouveniravailability.Theresultshowsthattheprogramcontentoffestivalisth e mostimportantamongthe otherdimensions.Thestaffbehaviors alsoimpactalthoughlessclearwhile

Finally,toidentifyfactorsrelatedtothefestivalscapethataffectvisitors’satisfaction,Anil( 2 0 1 2 )examinessomevariablessuchastheantecedentsofthefestivalvisitors’satisfactionsucha s s t a f f , festivala r e a , food,souvenir,i n f o r m a t i o n a l adequacy,andconvenience.Authorfindsthreemaindimensionsimpacttothefestivalscape,thesearethefood,festivala r e a andconvenience.Inwhichfooddimensionist h e strongestfactorf o r visitors’satisfaction,thisisnotinlinewithpreviousstudies.Otherdimensionssuchassouvenir,s t a f f , andi n f o r m a t i o n a l adequacy,unexpectedly,d o notinfluencethesatisfaction Theauthore x p l a i n s t h a t “thecityandf e s t i v a lvenuea r e small,moreexplicitinformation,guidesandstaffareeitherloworareregardedasunnecessary”

2.4 Researchmodel

2.4.1 Hypothesis

Fromthetheoreticalbackgroundabovewithpreviousstudies,to

testtheelementssuchasp r o g r a m content,staff,facility,food,souvenirs,convenience,informationaffectfestivalvisitors’satisfactionornot,thisstudyposesfollowinghypothesesasfollowing:

Firstly,festivalprogramcontentisstrongindrivingpositiveemotionandpatronsatisfaction(Leeetal.,2008).Liketheclaimofthisresearch,thefestivalprogramisalsos t a t e d thatitisthed

-Interesting festival Variety of events Interpretation program

Well organized management and operation

Exhibition program

VISITORS’ SATISFACTION

H 1 +

STAFF

Kind guides and staff

Quick responsiveness on request Willingness to help

Enough knowledge about the festival Courteous guides and staff

Number of event guides and staff

-

-Comfortable festival site Facilities of festival site Space/size of festival site Cleanness of festival site Atmosphere of festival siteLayout of festival site

Thirdly,facilityqualityist h e secondstrongd i m e n s i o n whicheffectonsatisfactionoftouris

t( L e e e t al.,2 0 0 8 ) The“festivala re a ”, whichi s consistedo f notonlyprogramcontentbutal

Quality of food Price of food

Available traditional food

f e s t i v a l ispositivelyaffectedb y programcontent,staff, facility,food, s o u v e n i r , convenienceandinformation.Henceforth,thisstudydevelopsaresearchmodelincludingsevenhypothesesbetweenthefestivalscapefactorsandvisitors’satisfaction.

Thischapterwasaresearchprocessincludingthreemainparts.Firstlywasitemgenerationstep.Secondlywasquantitativepilotstudy.Andfinallywasquantitativemainstudy,thisp a r t includedtwosmallpartswerethedatacollectionwiththesamplingmethodandsamplesize,nextitpresentedaboutthemethodsofdataanalysis

AccordingtoTho(2012),theresearchprocessincludedthreesteps,waspresentedasinFigure3.1

Item generation

Questionnaire

depthInterviews

ExploratoryFactorAnalysis Deletelow factorloadingit

em

RegressionAnalysis ecommendationConclusions&R

Figure3.1:Researchprocess

3.1 Itemgenerationstep

theliteraturereviewschapterandafterrefinement,thisstudygaveadraftquestionnairewiththemeasurementscaleswereselectedandgroupedto7groups/factorsaccordingtotheir

characteristics,theyincluded:programcontent,staff,facility,food,souvenir,convenience,information.Nextitwasconductedinterviewswithin-

depthinterviewmethodby3peoplewhoweretourguidesofSaigontouristcom pa ny andjoinedi

n manyf e s t i v a ls i n Vietnam,allof themha dlongexperiencesandmuchknowledgeaboutquality

offestivals.Theycommentedaboutthisd r a f t questionnaire.Then,therevisionwasperformedtogetthefinaldraftquestionnaire

3.2 Quantitativepilotstudy

Theaimwastomodifyandrefinedthemeasures,fromthefinaldraftquestionnaire,itwascontinuedtoconductthesecondtimeinvolvedafocussmallgroupof10peoplewiththequestionnaire.Thisstepwasimplementedwithgroupdiscussiontechniqueviatheconversationswithfriendsandcolleagueswhohadchanceto

takepartinmanyfestivals.I n thistesting,therealresearchobjectwasinterviewedintheresearchcrowd.However,t h e purposeoftheseinterviewsdidnotcollectthedata,itspurposewas toevaluatethequestionnaire,forexample:

Inthispilotstudyprogress,somecommentswererecordedasfollowing:

 Inordertohaveacompletequestionnairesforthefactorsaffectingthesatisfactionoftourists,thisresearchconsultedsomereferencesrelatedtothistopic.Accordingto(Leee t al.,2008),the

“Programcontent”factorcontained6elements:Performanceprogram,Experientialprogram,Interestingfestival,Varietyofevents,Interpretationprogram,W e l l organizedmanagementandoperationandExhibitionprogram.Butthemeaningo f the“Exhibitionprogram”wasthesameas“Varietyofevents”,soitwaseliminated.Besides,theo b j e c t s f o r prospectingweredomestictouristssot h e e l e m e n t “ I n t e r p r e t a t i o n program”wasunnecessaryforthisresearch

 The“Staff”factorinthestudyofLeeetal

(2008)included6itemswhichmentionedabouttheattitudeofthe

staffatfestivals:Kindguidesandstaff,Quickresponsivenessonrequest,Willingnesst o help,Courteousguidesands t a f f , andNumbero f eventguidesandst a f f , buti n thisrese ar ch,the“Courteousguidesandstaff”was deletedbecauseitwasdividedintotwoelementswhichwasmoredetailed,onementionsaboutt h e kindnessandtheotherwasaboutthewillingnessofthestaffinVietnamfestivals

 Foritemsofthe“Facility”factor,theitemaboutthecomfortandthelayoutoffestivalsiteshouldbedeletedinthisresearchbecausetheircontentwasinsidethecontentof“Space/

sizeoffestivalsite”.Therefore,therestofthisfactorwere:Facilitiesoffestivalsite,Space/

sizeoffestivalsite,CleannessoffestivalsiteandAtmosphereoffestivalsite

 The“Food”factorin thisresearchwasagreedwith(Leeetal.,2008)becausealloft h e

m werenecessarytoclarifythesatisfactionofdomestictourists.Inotherwords,thisf a c t o r includedfouritems:Qualityoffood,Priceoffood,AvailabletraditionalfoodandVarietyoffoods

 Itwasreasonablethatthe“Souvenirs”factorwasassessedonthreecriteria:variety,qualityandprice

 The“Convenience”dimensionwasmeasurebybasingonthreeelements:restroom,parkinglotandrestarea

 In“Information”factor,signboardsandpamphletsweretwoelementswhichbeusedint h e questionnaire.

Aftermodifyinginthissecondtime,thisresearchhadafinalquestionnairewith29itemsw e r e selected,whichwassufficient,obviousandreadyforthemaininterviews.Alloftheseitemswerecategorizedin7groups/factorsaccordingtotheircharacteristicswereshowninTable3.1

Performanceprogram

Leeetal

(2008)Yoonetal

(2010)Grappi&Montanari(2011)

ExperientialprogramInterestingfestivalVarietyofeventsWellorganizedmanagementando p

e r a t i o n

Staff

12345

Kindguidesandstaff

Leeetal

(2008)Özdemir&Çulha(2009)Grappi&Montanari(2011)

Anil(2012)

QuickresponsivenessonrequestWillingnesstohelp

Enough knowledge about

thefestivalNumberofeventguidesandstaff

Facility

1234

Facilitiesoffestivalsite

Leeetal

(2008)Grappi&Montanari(2011)

Space/sizeoffestivalsiteCleannessoffestivalsiteAtmosphereoffestivalsite

Food

1234

(2008)Özdemir&Çulha(2009)Yoonetal.(2010)Anil(2012)

PriceoffoodAvailabletraditionalfoodVarietyoffoods

Souvenirs

123

Varietyofsouvenirs

Leeetal

(2008)Grappi&Montanari(2011)

QualityofsouvenirsPriceofsouvenirs

123

(2008)Yoonetal

(2010)Anil(2012)

ParkinglotRestareaInformation 1

2

(2008)Özdemir&Çulha(2009)

Preparedpamphlets

Satisfaction

123

Ifeelverygoodwiththisfestival Leeetal.

(2008)Özdemir&Çulha(2009)Yoonetal.(2010)Grappi&Montanari(2011)A

nil(2012)Mensah(2013)

Iamsatisfiedwithmydecisiontovisitthisfestival

Overall,Iamsatisfiedwiththisfestival

3.3 Quantitativemainstudy

Thefinalquestionnairewassenttotherealresearchobjectandconductingsurvey.Afterinterviewing,thequestionnaireneededbeeditedtheerrordatatoincreasetheirquality.Thequestionnairesa f t e r editings t e p s w a s calledcompletedquestionnaire.Thesecompletedquestionnairescontainedintervieweddataatthistime,wasreadyfordataentry,summarizingandanalyzing

3.3.1 Datacollection

3.3.1.1 Samplesize

ThisstudyappliedtheEFAanalysistotestthevalidityandthemultipleregressionanalysist o testmodelandhypotheses,soineachcase,neededtohaveenoughthesamplesizetoanalyze

 Forfactoranalysis,Bollen(1989)givesthewaytoidentifysamplesizenwithformulan >5*nu

mberofquestionsinquestionnairesThisstudyincludes32questions,sotheminimumsamplesizenforfactoranalysisisn >

5*29questions=145samples

 Formultipleregression,Tabachnick&Fidell(1991)givethewaytoidentifysamplesizenwithformula

n> 50+8*k(whichkisnumberofindependentvariables)Thisstudyhas7independentvariables,sotheminimumsamplesizenformultipleregressionis

n> 50+8*7variables=106samplesWithprinciple,thebiggersamplesisbetter,sotheminimumsamplesischosenforthisstudyi

sn ≥145becauseinthiscase,thesamplesizeissuitableforExploratory FactorAnalysisisalsosuitableformultipleregressionanalysis

3.3.1.2 Samplingmethod

ThetopicofthisstudywastestingthefactorsimpacttothesatisfactionofthevisitorswhojoinedfestivalsinVietnam,sothedatasourcewasusedtointhisresearchmustbeprimaryd a t a source

Thisstudywasaquantitativestudysotherewerecarriedoutsurveyswithdirectmethodb y to-faceinterviewandindirectmethodbytheonlinesurveyviatheinternet

face-Eachonewhowasinterviewedwasaskedtocompleteaquestionnaire.Thequestionswerefocusonfactorsinfluencingthesatisfactionofthefestivalvisitorsaswellaswouldb e a s k e d torateintheirorderofimportanceofthefactorsthatmentionedaboveandderivedf r o m literature.Andtheitemswereappliedintervalscalewithfive-pointofLikertscaleincluding(1)stronglydisagree,(2)disagree,(3)neutral,(4)agreeand(5)stronglyagree

Asmentioned,thesurveyedobjectsweretouristsattendedthefestivalsofVietnamsuchasHueFestival,DaLatFlowerFestival,NhaTrangSeaFestival,HaLongTourismFestival,D a NangInternationalFireworksFestivalandsomeotherfestivals

Therefore,tohavethewidecoverageandhighrepresentative,theconveniencesamplingmethod

w a s s e l e c t e d , f o l l o w i n g t h a t , fromthesurveysw a s c o l l e c t e d , conductingto

categorize6groups,includingthegroupofvisitorsattendedtheHueFestival,thegroupofvisitorsattendedtheDaLatFlowerFestival,thegroupofvisitorsattendedtheNhaTrangS e a Festival,thegroupofvisitorsattendedtheHaLongTourismFestival,thegroupofvisitorsattendedDaNangInternationalFireworksFestivalandfinally,thegroupofvisitorsattendedtheotherfestivals.Next,thenumberofsampleswhichwasselectedfromeachgroupw a s equalorh a d a differencenotg r e a

t e r than40%.Besides,itmusts a t i s f y theconditionthatthetotalofselectedsamplesfrom6groupswasequalor greaterthan145asdiscussedabove

3.3.2 Methodsofdataanalysis

3.3.2.1 ReliabilitymeasurebyCronbach’sAlphaanalysis

Firstly,itwasconductedto totalcorrelationitems(Tho,2007).Theseitemswerenotappropriateitemsaswellasjunkitemsi ntheresearchprocessandthereliabilityofmeasuringscalesevaluation

testthereliabilityanalysistorejectthelowitem-Totestthereliabilityofmeasuringscales,theCronbach’sAlphacoefficientwasusedtoevaluate.TheCronbach’sAlphavalueofeachfactorwasequalorgreaterthan.7whichw a s reliablewhileanyitemhadthecorrecteditem-

totalcorrelationvaluewhichwaslessthan.3wasdeleted(Leechetal.,2005)

3.3.2.2 ValiditymeasurebyEFA

Next,theExploratoryFactorAnalysis(EFA)methodwasimplementedtotestthevalidityo f eachfactorbyrejectinglowfactorloading item(Tho,2007)

Totestt h e validityofm ea s u r i n g scales,theEFAmethodwasu s e d t o evaluate.I n thisr e s

e a r c h , thereweresevenfactorsaffectingonvisitors’satisfactionatfestival,EFAwasusedtocreatefactorsforeachofthesevenfactorsrelated.Besides,EFAindicatedfactors

3.3.2.3 Multipleregressionanalysis

Finally,thehypothesesofstudywastestedaswellastherelationshipbetweenvariablesinmodelthrought h e multipler e g r e s s i o n ana lys is w a s explored.Themultipler e g r e s s i o n analysiswasusedtoprovideinformationontheaccuracyaboutpredictions,testedhoww e l l theregressionmodelfitsthecollecteddata,determinedthevariationinthedependentvariableexplainedt h

e independentvariablesandtestedhypothesesont h e r e g r e s s i o n equation

Themultipleregressionanalysiswasperformedtoevaluatetherelationshipbetweensevenindependentvariableswhichw e r e “ p r o g r a m c o n t e n t ” , “staff”,“facility”,“ f o o d ” , “souvenirs”,“convenience”and“information”anda dependentvariablewas“festivalvisitors’satisfaction”.AccordingtoLeechetal

(2005),themultipleregressionanalysisp r o g r e s s includedthestepsasfollowing:

greaterthevalueo f R , t h e bettert h e independentvariablesa r e a t predictingt h

e dependentvariable)

R2isthecoefficientofdetermination,presenttheproportionofvarianceinthedependentvariablethatcanbeexplainedbytheindependentvariables

 Assumption4:Homoscedasticityofresiduals(equalerrorvariances)

 Assumption5:Residuals(errors)arenormallydistributed

b) Testingregressioncoefficient

Inthe“Coefficients”table,ifanyindependentvariablehadSig.lessthan.05,ithadsignificantcorrelationwithdependentvariableandotherwise,ifanyindependentvariableh a d Sig.g r e a

t e r than 0 5 , ith a d nosignificantcorrelationwithd e p e n d e n t variable

Insummary,thischapterintroducedabouttheresearchmethodologyincludingresearchp

r o c e s s , d a t a c o l l e c t i o n p r o g r e s s andt h e methodso f dataanalysissucha s reliabilitymeasurebyCronbach’sAlphaanalysis,validitymeasurebyEFAandmultipleregressionanalysis.Thesediscussedcontentswouldbeappliedfordataanalysisandtheresultswerepresentedinnextchapter