This question can only be solved by giving comments to the central and local governments, throughthe analysis of factors affecting tourists’ satisfaction with the quality of street food
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The Year Name of Research Research result author improve new product, as well as improve food safety and quality, branding to promote Nha Trang cuisine.
A qualitative evaluation of data analysis from a survey of 68 tourists reveals that satisfaction with Da Lat street food is influenced by five key factors, with food quality being paramount.
2019 | Developing street food in Ho Chi Minh City to attract international tourists
Document collection method combined with sociological investigation method
Food hygiene and safety play a crucial role in influencing tourist satisfaction, ranking as the most significant factor Additionally, the quality of facilities and service space, along with the pricing of services, also contribute to overall guest contentment.
The research highlights essential strategies for enhancing street food in conjunction with tourism, emphasizing the need for a long-term development plan Key recommendations include investing in the replication of successful clean street food models in tourist-heavy areas and fostering collaboration between street food vendors and tourism operators to create food discovery tours Additionally, establishing a robust network for food safety inspections and promoting compliance with legal food safety regulations is crucial Regular health checks and certifications for food handlers will ensure safety standards are met, while a strategic approach to preserving culturally significant dishes will enrich the culinary landscape.
Table 1: Summary of domestic studies
The Year Name of Research Research result author the topic methods
Ehsan Evaluation | Quantitative | The results of the study showed that the
The research highlights that service quality in higher education is often overlooked by lecturers, particularly regarding the methods used to meet student needs The SERVQUA model identifies key factors impacting service quality, emphasizing the importance of vocational capabilities in delivering satisfactory services This gap in service provision is a significant contributor to student dissatisfaction.
AL model proposed some solutions to improve service quality in technical and vocational colleges.
Sarah Customer Combined Research results show that the following
Kimani of retail | research using convenience stores (Kiosk/Dukas) and service SERVQUAL | consider and rank in order of importance partners quality: model and are: (1) their problem-solving ability (2)
Supermark's RSQS model emphasizes key customer service elements that enhance the retail experience in Kenya These elements include the importance of tangibles, such as well-organized facilities and displays, and maintaining cleanliness Responsiveness to customer complaints and providing personalized attention are crucial for ensuring convenience and efficiency Additionally, the reliability of product quality and variety plays a significant role in meeting customer expectations Together, these factors create a comprehensive approach to retail service support that fosters customer satisfaction and loyalty.
Quantitative research results indicate a strong alignment between market data and the Korean customer satisfaction model for mobile telecommunications Key factors, such as "Content Reliability" and the "Transaction Process," significantly influence customer satisfaction and loyalty in the mobile telecommunications industry.
Table 2: Summary of international studies 7.3 Research gap
International studies demonstrate that researchers effectively employ both qualitative and quantitative methods to uncover factors influencing satisfaction For instance, Choi et al (2008) utilized quantitative techniques and linear structural equation modeling (SEM) to identify five key factors affecting customer satisfaction in the Korean mobile telecommunications sector Similarly, Ehsan Akhlaghi et al (2012) applied qualitative methods, specifically the SERVQUAL model, to evaluate student satisfaction regarding service quality, facilities, and teaching effectiveness at universities, identifying four critical factors Additionally, Sarah Wambui Kimani et al explored customer perceptions of retail service quality, comparing supermarkets to small convenience stores in Kenya.
In 2012, a qualitative study utilizing the SERVQUAL and RSQS models identified three key factors influencing customer satisfaction However, despite these findings, there has been a lack of measurement regarding the impact of each factor and a notable absence of research specifically addressing culinary tourism This gap in the literature represents a significant oversight in understanding visitor satisfaction within this niche.
In Vietnam, through the research review, it can be seen that there are quite a few
Despite 14 studies focusing on visitor satisfaction, research specifically addressing street food is scarce, primarily relying on qualitative methods and sociological investigations Notably, Ngo Thi Ngoc Thao and colleagues (2019) employed a mixed-methods approach using the SERVQUAL model, identifying five key factors influencing visitor satisfaction Similarly, Pham Xuan Hau and Bui Xuan Thang (2019) combined qualitative methods with sociological investigations to assess international tourists' satisfaction with street food quality in Ho Chi Minh City, leading to insightful recommendations.
13 solutions to improve the satisfaction of international tourists with the quality of street food in Ho Chi Minh City With his research paper, Nguyen Van Hoang
In 2021, qualitative research explored the development of culinary tourism products for international tourists in Nha Trang, highlighting a significant research gap in Vietnam While studies have begun to assess visitor satisfaction and its influencing factors, there is a lack of comprehensive research that combines visitor satisfaction with the quality of street food, particularly in Hai Phong City, which holds great potential for culinary tourism growth.
This study aims to assess tourist satisfaction regarding the quality of street food in Hai Phong City, utilizing both qualitative and quantitative methods to identify and analyze key factors influencing this satisfaction The findings are intended to aid tourism managers in enhancing street food quality, thereby boosting culinary tourism in the area Additionally, this research paves the way for future studies, establishing a foundation for further exploration in this field.
Chapter 1: Theoretical basis of tourists' satisfaction with the quality of street food
Chapter 4: Recommendations and solutions to improve visitor satisfaction with the quality of street food in Hai Phong
THEORETICAL BASIS OF TOURISTS' SATISFACTION WITH THE QUALITY
The feature of street f00d oo cece
Vietnamese culinary culture has evolved alongside the nation's social development, resulting in a rich and diverse array of dishes Today's Vietnamese cuisine reflects a harmonious blend of traditional recipes and influences from Chinese, French, and Indian culinary traditions, showcasing the country's historical journey and cultural exchange.
Vietnamese cuisine has been significantly shaped by international trade, particularly through the influence of Indian cooking methods and unique spices Additionally, nearly a millennium of Northern domination has led to the incorporation of Chinese culinary practices, affecting both writing and food processing habits Furthermore, the impact of nearly a century of French colonialism has also contributed to the diverse flavors and techniques found in Vietnamese dishes today.
18 under the French colonial regime, Vietnamese dishes are greatly influenced by the way of processing of the French with many types of sauces and broths.
In the era of globalization and international economic integration, Vietnamese culinary culture is thriving, particularly through the vibrant street food scene in major cities like Hai Phong, Hanoi, Da Nang, and Ho Chi Minh City Street food vendors and shops are prevalent in bustling areas, including markets and lively night spots, catering to the diverse dietary needs of the Vietnamese people Breakfast, often enjoyed outside for its simplicity and convenience, typically occurs early in the morning, while lunch caters to working individuals In the evenings, street food becomes a popular choice for students and professionals seeking snacks or meals after a long day.
The role of street f00d nan ố ố ố e
Street food significantly impacts the tourism industry by generating jobs, boosting local exports, extending tourist stays, and enhancing the country's GDP Its diverse and convenient offerings cater to both low-income individuals and affluent tourists, making it an appealing dining option for a wide range of consumers Overall, street food serves as a vital component of local economies and tourism experiences.
Street food is a vibrant aspect of culinary culture that varies by region and country, fostering connections among people and between individuals and nature This unique food experience inspires creativity and enhances social interactions, making it an integral part of society.
The World Tourism Organization (UNWTO) highlights that cuisine serves as a distinctive advantage and a key motivator for countries to enhance food tourism and cultural tourism Culinary tourism, or "food tours," involves exploring and savoring various dishes within a specific neighborhood, region, or country Participants engage with local eateries offering traditional dishes, sharing their experiences with friends, family, and like-minded individuals in the community.
When visiting a tourist destination, travelers seek not only entertainment and exploration but also to indulge in local cuisine Hai Phong street food stands out with its unique culture, featuring dishes that are mild, easy to enjoy, and popular among visitors The skillful and sophisticated locals have crafted a culinary experience that leaves a lasting impression, showcasing not just delicious flavors but also artistic presentation Each dish reflects the distinct characteristics of Hai Phong, highlighted by the subtle use of spices that enhance its flavor, making it a must-try for anyone visiting the city of red phoenix flowers.
Vietnamese cuisine, particularly the street food of Hai Phong, has become a major attraction for tourists visiting the city Renowned for its delicious flavors and unique culinary artistry, Hai Phong's dishes are not only beautifully presented but also reflect the local culture and spirit Modern travelers are eager not only to savor these distinctive dishes but also to learn how to prepare them, allowing them to share the experience with friends and family back home This growing interest has significantly contributed to the popularity of Hai Phong street food across the country since early 2022.
20 trend of "Food tour Hai Phong" is increasingly popular with a dense frequency of appearances on social networks.
1.2 Visitor and visitor’s satisfaction 1.2.1 Visitor
Various definitions of tourists exist, yet each remains incomplete and one-dimensional Previous studies have highlighted several interpretations of visitors, reflecting the complexity of their experiences and motivations.
At the dawn of the twentieth century, Professor Khadginicolov defined tourists as individuals who embark on voluntary journeys for peaceful purposes, experiencing various stages and frequently changing their residence during their travels.
At the dawn of the twentieth century, Lozef Stander defined visitors as luxury guests who enjoy the freedom to stay wherever they choose, seeking to fulfill their high-class living desires without any economic motives.
The World Tourism Organization (WTO) defines tourists in two categories: internal tourists, which include citizens and foreign residents traveling within their country, and domestic tourists, which encompass both local and international visitors This classification highlights the market for accommodation and attractions within a nation's borders.
Tourists are generally defined as individuals who visit tourist destinations to engage with and experience various tourism products and services.
Tourists can be categorized into two main types: international tourists and domestic tourists International tourists travel to a foreign country for leisure, sightseeing, or entertainment, typically for a duration of less than three months, without the intent to work or earn income, before returning to their home country In contrast, domestic tourists are individuals who travel within their own country, exploring destinations outside of their usual residence.
21 place of residence, for a period of at least 24 hours, or one night They are there for all purposes but the purpose of operating to be remunerated at the destination.
1.2.2 Visitor’s satisfaction Visitor satisfaction is defined as a measure that determines the level of visitor satisfaction with the products, services, and capabilities of the resort. Information on visitor satisfaction, including: surveys and ratings, which can help the resort navigate how to improve or adjust its products and services to be better, more comfortable with the needs of visitors.
The "Expectation-Confirmation" theory, as proposed by Oliver (1980), is instrumental in evaluating visitor satisfaction regarding the quality of services or products in organizations like resorts This theory outlines two key processes affecting satisfaction: the expectations formed by tourists prior to their experience and their perceptions of the service post-experience Initially, visitors develop expectations about the service quality they anticipate from the provider Following the service experience, their satisfaction is determined by comparing these expectations with the actual performance received This comparison can yield three outcomes: satisfaction is confirmed when service performance aligns perfectly with expectations, disappointment arises when performance falls short, and satisfaction occurs when the experience exceeds prior expectations.
Factors that create visitor’s satisfaction:
To ensure visitor satisfaction, a service must meet essential requirements; however, fulfilling these basic elements alone is not enough to guarantee a positive experience for users.
Performance factors are the explicit needs and wants expressed by visitors; when these factors are met or exceeded, they contribute to visitor satisfaction Conversely, failing to meet these expectations can result in dissatisfaction among visitors.
Visitor and Visitor’s SAfISfACfẽOH 5 (E119 1v vn TT TT TT TT HT TH gàng rkt 21 1 / 9
2.1 Research process The research process was carried out by the author in turn as follows:
- Summary the related domestic studies and international studies.
- Outlining the theoretical basis for visitors' satisfaction with the quality of street food (research concepts, research models ).
The research methodology employed in this study follows a structured approach, beginning with qualitative research through in-depth interviews with tourists to gather feedback Subsequently, the author consulted culinary tourism experts to refine the preliminary questionnaire, ensuring its relevance to the research context This led to a comprehensive survey aimed at collecting insights from individuals who experienced street food tourism in Hai Phong city from January to December 2022.
To analyze the collected data, utilize SPSS software for various statistical evaluations, including assessing scale reliability, conducting exploratory factor analysis (EFA), and performing correlation coefficient and regression analyses Additionally, test the differences in satisfaction among groups of control variables using one-way ANOVA, and measure visitor satisfaction through the calculation of the beta coefficient.
RESEARCH METHOD c5-G SH Y0 01 0008040000300000050000004050080 32 2.1 Research hố
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The author employs multiple linear regression to analyze five key factors identified through exploratory factor analysis: facilities and service space, pricing, food quality, service quality, and food safety and hygiene.
HO: All factors in the model do not affect customer satisfaction traveler (Regression model is not suitable).
H7: There is at least one factor in the model affecting customer satisfaction guest (Regression model is suitable).
The method of choice in regression analysis is the Enter method The
0,856* 0,732 0,726 0,48535 1,716 a Predictors: (Constant), VS, CSVC, CLDV, GC, CL b Dependent Variable: SHL
Source: The author's data processing results
The adjusted R² value of 0.726 indicates that the five independent variables account for 72.6% of the variation in the dependent variable, SHL, demonstrating a strong fit of the linear regression model to the sample data Additionally, the Durbin-Watson coefficient falls within the range of 1.5 to 2.5, confirming that the regression model adheres to the assumption of independence of errors.
62 a Dependent Variable: SHL b Predictors: (Constant), VS, CSVC, CLDV, GC, CL
Source: The author's data processing results Table 3.11: Analysis of Variance ANOVA?
The results from the table 3.11 are concluded as follows: reject hypothesis
The analysis indicates that the linear regression model is appropriate, as evidenced by an F value of 112.123 and a significance value of 0.000, which is less than 0.05 This suggests that the adjusted R² for the population is not zero, confirming the model's suitability for the population.
Table 3.12: Results of regression analysis of the proposed research model
From the results of the meta-regression analysis, we see that the variables
The analysis indicates that CL, CLDV, and VS significantly influence tourist satisfaction with street food in Hai Phong City, as evidenced by their significance levels being below 0.05 Additionally, the variance inflation factors (VIF) for these variables are all under the acceptable limit of 2, confirming the absence of multicollinearity in the model Conversely, the variables CSVC and GC show significance levels of 0.349 and 0.117, respectively, indicating no statistical significance.
The satisfaction of tourists regarding the quality of street food in Hai Phong City is significantly influenced by factors such as food quality, service quality, and food hygiene and safety Conversely, the aspects of price and facilities do not have a notable impact on tourist satisfaction with street food in the area.
The factor “Food hygiene and safety” has the highest unstandardized Beta coefficient of 0.571, which means when tourists rate “Food hygiene and safety” by
A one-point increase in visitor satisfaction corresponds to a rise of 0.571 when other factors remain constant Additionally, the "Quality of food" factor has an unnormalized beta coefficient of 0.233, indicating that a one-point improvement in this area leads to a 0.233 increase in visitor satisfaction, assuming all other factors are unchanged.
Service” (Unnormalized Beta coefficient is 0.133), which means when visitors rate
Improving "Service Quality" by one point leads to a 0.133 increase in visitor satisfaction The regression analysis indicates that all unnormalized Beta coefficients are positive, demonstrating that independent variables such as Food Hygiene and Safety, Quality of Food, and Quality of Service significantly enhance tourist satisfaction with street food in Hai Phong city Consequently, advancements in these areas will result in higher levels of satisfaction among tourists regarding the quality of street food in the city.
3.6.3 Test of variance of variable error
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The residual scatter plot and predictive value of the linear regression model indicate that the residual values are randomly distributed around the zero line, with percentiles primarily ranging from -3.0 to 3.0 along the y-axis This observation confirms that the hypothesis of a linear relationship remains intact and that no variance issues are present.
3.6.4 Test for the normal distribution of residuals
Source: The author's data processing results Figure 3.2: Frequency plot of normalized residuals
The histogram of the normalized residuals indicates an approximately normal distribution, with a mean of -3.27E-15, approaching zero, and a standard deviation of 0.988, which is near one This bell-shaped distribution confirms that the assumption of normality for the residuals is upheld.
3.7 Test the difference in satisfaction level in groups of control variables
This study employs ANOVA to evaluate visitor satisfaction with street food quality in Hai Phong City, focusing on demographic factors such as gender, age, occupation, and income Key to this analysis is the Sig coefficient, which provides insights into the significance of the differences observed in satisfaction levels across various demographic groups.
Hypothesis testing H6: There is a difference in visitor satisfaction with the quality of street food in Hai Phong city according to the Control variable:
1) Test hypothesis H6a by age Hypothesis H0: There is no difference.
Based on Median and 5.612 204.607 with adjusted df
Source: The author's data processing results Table 3.13: Levene analysis results by age
We see that sig Levene Statistic < 0.05, so the variance between the choices of the variable Age is different, we use the Welch test.
Robust Tests of Equality of Means SHL mm
Source: The author's data processing results Table 3.14: Results of Welch Analysis by Age
The analysis reveals a significance level (sig Welch) greater than 0.05, indicating that there is no statistically significant difference in the satisfaction levels regarding the quality of street food among tourists of various age groups in Hai Phong City.
Std Std Lower | Upper | Mini
N Mean Deviation | Error Bound | Bound | mum
Source: The author's data processing results Table 3.15: Descriptive statistics testing the difference by Age
Descriptive statistics reveal that satisfaction levels with street food in Hai Phong City are consistent across different age groups The mean satisfaction score for those under 18 is 3.6667, while the group aged 18 to 40 has a mean of 3.4953 For individuals aged 41 to 60, the mean satisfaction score is 3.3205, and those over 60 report a mean of 2.9383 Consequently, the analysis supports the hypothesis H6a, indicating that there is no significant difference in visitor satisfaction based on age.
Hypothesis H0: There is no difference.
Based on Median and 1.084 202.933 with adjusted df
Source: The author's data processing results Table 3.16: Levene analysis results by Gender
The significance of the Levene Statistic is 0.153, which is greater than 0.05, indicating that there is no significant difference in variance among the choices of the Gender variable Therefore, we proceed to analyze the results presented in the ANOVA table.
Source: The author's data processing results
The analysis reveals that the significance level (sig F) is 0.463, which is greater than 0.05 This indicates that there is no statistically significant difference in the satisfaction levels regarding the quality of street food among tourists of different gender groups in Hai Phong City.
Source: The author's data processing results Table 3.18: Descriptive statistics testing the difference by Gender
Descriptive statistics indicate that satisfaction levels among female visitors (mean value 3.1292) and male tourists (mean value 3.0356) in Hai Phong City are comparable The findings conclude that there is no significant difference in the satisfaction regarding the quality of street food based on gender.
Hypothesis H0: There is no difference.
H6b: There is a difference in Satisfaction by Job
Test of Homogeneity of Variances
Statistic dfl df2 Sig. mean
Source: The author's data processing results Table 3.19: Results of Levene Analysis by Job
We see that the sig Levene Statistic is equal to 0.000 < 0.05, so the variance between the choices of the Job variable is different, we use the Welch test.
Robust Tests of Equality of Means
Source: The author's data processing results Table 3.20: Results of Welch Analysis by Job
RECOMMENDATIONS AND IMPLICATIONS TO IMPROVE TRAVEL'S
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4.1 Solutions to improve visitor satisfaction with the quality of street food
The analysis of the regression equation and survey results from Chapter 3 highlights the significant impact of factors such as "Material Facilities and Service Space," "Price," "Quality of Food," "Quality of Service," and "Food Hygiene and Safety" on tourists' satisfaction with street food Based on these findings, the author proposes targeted suggestions and solutions to enhance the overall dining experience for visitors.
4.1.1 Solutions for administrators First, branding and promoting Hai Phong cuisine Currently, Hai Phong city has been doing a great job of branding and promoting the city's cuisine to tourists across the country However, brand recognition is still only encapsulated in the territory of Vietnam, therefore, it is necessary to actively promote branding and culinary promotion to foreign tourists, contributing to increasing revenue for the city and promoting domestic tourism.
Organizing a cooking school tour in Hai Phong presents a unique opportunity to leverage the city's culinary potential, attracting a significant influx of tourists This innovative program, still rare in many provinces, allows visitors to engage in hands-on experiences, learning local recipes and preparation techniques that reflect the region's distinctive flavors.
Hai Phong is set to enhance its culinary scene with the planned construction of additional food neighborhoods Currently, the city features only one pedestrian street on Tam Bac Street in Le Chan District Expanding the number of food streets will provide business owners with more opportunities to operate, while also giving tourists greater access to savor the diverse cuisines that Hai Phong has to offer.
4.1.2 Solution for restaurant owners First, training and improving professional capacity This is an important contributing factor to the success of the promotion and business of street food
78 tourism This is an issue that needs to be done quickly, given the current development of the tourism industry.
Conducting thorough market research is crucial for business development, particularly in the food service sector In Hai Phong, understanding guest needs is essential for enhancing the tourist experience Travel companies should assess tourist satisfaction after each tour, focusing on service quality and diners' perceptions of meals This strategy helps grasp customer psychology, enabling the creation of tailored tourism products that foster long-term profitability To effectively develop culinary tourism programs, it is imperative to incorporate market surveys, ensuring impactful results in the tourism industry.
To enhance food hygiene and safety, sidewalk restaurants in Hai Phong must prioritize cleanliness and the use of fresh, reputable ingredients By committing to these standards, they can protect the health of diners and establish a strong, trustworthy brand reputation for quality across all aspects of their offerings.
4.2 Recommendation 4.2.1 For Hai Phong City People's Committee Pay attention to funding to build and complete cultural and tourist institutions according to the approved planning.
Invest in developing culinary tourism in the city, ensuring the preservation of national cultural identity and traditions.
Allocate funds for the selection and selection of highly skilled chefs.
4.2.2 For Hai Phong City Department of Tourism The Department of Tourism of Hai Phong city needs to research and develop policies to attract social resources for all fields of the industry, especially the upgrading of cultural and historical relics, creating favorable conditions for tourism activities For relics that do not attract socialization resources, it is necessary to
79 build a list and order of priority so that the city can balance the budget and focus on investment, avoiding spreading.
The article discusses the establishment of representative offices for Vietnam tourism in key markets such as the USA, Western Europe, Japan, and Korea, aimed at effectively promoting Hai Phong as a travel destination It emphasizes the importance of researching both established and emerging markets to create a comprehensive long-term tourism promotion strategy Additionally, it suggests decentralizing and allocating funds to localities, enabling them to serve as focal points for tourism promotion efforts tailored to their strengths in specific foreign markets.
To enhance travel management, it is essential to create comprehensive programs and master plans nationwide aimed at improving both the quality and quantity of tour guides Additionally, conducting research and proposing plans to the government for amending standards will help promote and expand Hai Phong's culinary tourism.
To enhance the tourism environment, it is essential for branches and localities to collaborate effectively in addressing issues related to tourist exploitation and fraud at tourist centers A key focus should be on improving environmental sanitation at tourist sites, including rest stops An important initiative is the establishment of a network of standard public toilets to better serve tourists and ensure a positive experience.
The upcoming release of statistical criteria for domestic tourists nationwide aims to address current inadequacies that significantly affect the evaluation of construction spending and the overall development of the tourism industry across various provinces and cities.
A recent study identified a model comprising three key factors that account for 72.6% of tourist satisfaction regarding street food in Hai Phong City These factors are Food Hygiene and Safety (P = 0.571), Food Quality (B = 0.233), and Service Quality (8 = 0.133) Notably, Food Hygiene and Safety has the most significant impact on tourist satisfaction, followed by Food Quality in second place, while Service Quality ranks third Additionally, the study highlights the importance of Price as a contributing factor to overall satisfaction.
"Facilities and service space" do not affect visitors’ satisfaction with the quality of street food in Hai Phong City.
A recent survey of international tourists revealed that satisfaction with Hai Phong street food is relatively low, primarily due to concerns over food hygiene and safety standards Tourists noted that service staff often lack enthusiasm and do not meet customer needs, contributing to slow service Efforts to enhance service quality and long-term investment in Hai Phong street food are still in the early stages, with restaurant owners largely learning and implementing improvements independently, leading to a lack of systematic and synchronized approaches Additionally, there is a need to enhance the attitude and awareness of food business operators, as well as improve the surrounding environment to elevate service quality for tourists Consequently, the author has proposed solutions and recommendations aimed at increasing tourist satisfaction for the Department of Tourism and the Hai Phong City People's Committee.
To enhance international tourists' satisfaction with the quality of street food in Hai Phong, it is essential to foster collaboration among local government bodies, departments, and food service providers This collective effort is crucial, as improving street food quality is a societal issue that requires a unified approach from all stakeholders in Hai Phong.
The collective responsibility of all stakeholders is crucial for enhancing visitor satisfaction with Hai Phong street food A close collaboration among food businesses, relevant departments, and agencies will significantly improve the quality of the culinary experience.
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