Specialized research projects some factors affect huflit students' satisfaction when choosing to travel to da lat

HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES - INFORMATION TECHNOLOGY FACULTY OF BUSINESS ADMINISTRATION SPECIALIZED RESEARCH PROJECTS SOME FACTORS AFFECT HUFLIT STUDENTS' SATISFA

HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES

- INFORMATION TECHNOLOGY FACULTY OF BUSINESS ADMINISTRATION

SPECIALIZED RESEARCH PROJECTS

SOME FACTORS AFFECT HUFLIT STUDENTS'

SATISFACTION WHEN CHOOSING TO TRAVEL TO

This study aims to analyze some factors influencing students’ satisfaction levels, typically HUFLIT students, when choosing to travel in Da Lat Based on theory and research hypotheses, the author has proposed a research model including 6 independent variables and | dependent variable Using descriptive research, analytical research as well as quantitative and qualitative analysis to develop a questionnaire to collect data based on the responses of 200 HUFLIT students participating in the survey , who were selected through non-probability judgment sampling The research results have determined the influence of each factor on the level of satisfaction of HUFLIT students, including tourists’ expectations, accommodation costs, service quality, dining services and space In particular, factors such as accommodation costs, service quality, food service and tourists’ expectations when choosing to travel to Da Lat directly affect tourist satisfaction and thereby lead to on tourists’ intention to return From there, recommendations are made for tourism managers and businesses to focus more on the desires and needs of the customers they welcome to offer appropriate services and help improve their quality of trips Besides, it is recommended that local authorities as well as Da Lat tourism management board need to come up with appropriate tourism exploitation measures to develop service models at dining and sightseeing locations

Keywords: # Tourists’ Satisfaction, #Revisit Intention, # Structural equation model (SEM)

TABLE OF CONTENTS

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ABRREVIATION

HOLSAT Holiday Satisfaction Model

SERVQUAL Service Quality GAP Model

SERV PERF Service Performance Model

Before coming to the research article on some factors affecting the satisfaction of HUFLIT students when choosing to travel to Da Lat, the article aims to meet the graduation requirements of the Faculty of Business Administration at Ho Chi Minh City University of Foreign Languages - Information Technology We researched and wrote this research paper from February to April 2024 During the process of researching this topic, we gathered more knowledge about a famous tourist destination

in Vietnam and Learn many lessons as well as the necessary skills to complete a research paper We are very grateful to our instructor, lecturer Nguyen Thi Huyen Tran, for her excellent lectures and support throughout the process We would also like to thank the Dean of the Faculty of Business Administration for creating conditions that helped maximize our learning opportunities

In the process of preparing the report, due to its restricted theoretical knowledge and practical experience We look forward to hearing from teachers which will help us learn more lessons

Sincerely thank!

CHAPTER I : INTRODUCTION

1.1 Án overview of the research

Vietnam is an S-shaped country, located in the east of the Indochina peninsula and in the center of Southeast Asia This place belongs to the tropical monsoon climate area, which is very suitable for the development of plants and animals, so this place is still known for its majestic natural landscapes We hope that tourism here will develop strongly, a typical example can be found that the total revenue from tourists in 2022 will reach 495 trillion VND, equivalent to 5.2% of GDP, in 2023 there will be 678.30 trillion VND, growing by 37% compared to 2022

Table 1.1 Total revenue from tourists in the period 2017 — 2023

One of the places covered with nature that attracts many tourists every year is Da Lat

Da Lat is a city in Lam Dong province, Perched at an elevation of 1500 meters above sea level on the Lam Vien plateau Due to the influence of altitude and being surrounded by pine forests, this place has an average temperature ranging from 18-21 degrees, so the air here is always cool and is a highlight to attract tourists This place is also known as the city of flowers, the city of fog, the city of love because in this place plants grow strongly, especially flowers, in addition to the classic architectural style Being compared to little Paris has made Da Lat romantic and special for many tourists Besides the people and food in Da Lat, it is also an important part of creating

an impression in the hearts of tourists when coming here Da Lat people are gentle, visit visitors, and especially they love nature and like to plant trees and take care of flowers The food here is countless delicious dishes, such as hot beef, banh can, chicken hot pot and fresh vegetables and fruits grown in the garden such as strawberries and persimmons All of the above has helped this city become an attractive tourist destination attracting thousands of domestic and foreign tourists every year Especially for the younger generation like Gen Z, Da Lat is also one of the favorite places when choosing to travel today According to cafef.vn, Da Lat is among the most popular tourist destinations in the southern region However, social development is increasing and people's requests for tourist destinations are also increasing, so there needs to be measures to help promote tourism to bring customers satisfaction when experiencing travel here

1.2 Research problem

During and after the COVID-19 pandemic, the tourism industry was the industry that was affected the first and most severely Therefore, Da Lat's tourism industry is also greatly affected However, thanks to the efforts and perseverance of all levels, sectors

as well as the people, the tourism industry here has strongly recovered At the conference to evaluate the socio-economic situation in 2022 and deploy tasks and solutions in 2023 taking place on the afternoon of November 22, Lam Dong Provincial

4 People's Committee informed that this year Da Lat - Lam Dong welcomed more than 7 million visitors, an increase of 340% over the same period in 2021 According to lamdong.gov.vn, 6,697,300 people would travel to Da Lat overall to visit and unwind

by 2023, up 11.62% from 2022 and 104.6% from the original estimate which means that 5,006,475 tourists will have come and gone, representing a 25.16% increase over the same period in 2022 and 111% of the 2023 goal Furthermore, domestic travelers have made a substantial contribution to the expansion of Da Lat's tourism sector Domestic travel is expected to total 6,337,300, up 4.8% from the same time in 2022 and accounting for 103% of the 2023 budget Out of them, 4,752,975 tourists have made stays in Da Lat However, it is expected that this number will not stop there To realize this expectation, it is necessary to promote measures to attract tourists of many age groups In this study, we chose to focus on factors affecting students, typically HUFLIT students, because students are a young generation, have a lot of energy, health, and are passionate about exploring travel They will also be the ones who quickly and regularly update news about tourist destinations they want to go to in the future From there, they can introduce and suggest to family, relatives, and friends about choosing Da Lat as a tourist destination Therefore, it is necessary to learn about some factors that affect students when traveling to Da Lat

1.3 Objectives of research

Learn about some of the factors that affect student satisfaction when traveling to Da Lat, thereby discovering the slight influence of each factor on student satisfaction and providing solutions The solution helps tourism businesses here improve and enhance service quality, thereby helping students have better experiences when traveling here 1.4 Research scope

Research subjects: HUFLIT students

Research content: Identify some factors affecting HUFLIT students’ satisfaction when traveling to Da Lat Some factors mentioned are service quality, food service, accommodation facility prices, and destination expectations

1.5 The significance of research

For the tourism industry

This research will help the People's Committee of Lam Dong province as well as Da Lat city take many measures such as organizing festivals and launching projects to attract more tourists to Da Lat, contributing to the development of tourism in this place This also contributes to the development of tourism in Vietnam

For tourism professionals

This study will explore some factors that affect student satisfaction when traveling to

Da Lat From there, tourism operators can understand and offer solutions, improvements or new ideas to attract more students to choose their services

Conclusion

( Source by Author) Chapter 1: Introduction

In this first chapter, we will provide general and detailed descriptions surrounding the research topic leading to the research problem In addition, the research problem, research objectives, research scope and significance of this research topic are also introduced Finally, there is a brief introduction to the report's chapters

Chapter 2: Literature review

In this next chapter, we focus on the theories that supported us during the test From there we develop hypotheses and provide a conceptual framework

Chapter 3: Research methodology

In this chapter we will present the research methods and supporting applications used

in the article There is also a brief description of how to carry out those research methods

Chapter 4: Data analysis

In this section, we provide specific data tables that we have collected through the survey and ways to determine whether the data in the table meets the requirements of the report

Chapter 5: Discussion

Finally, we will discuss the results of the study In addition, draw conclusions and give suggestions to subjects for whom the research is useful Besides, it also points out the limitations of the topic and some advice for similar topics in the future

CHAPTER 2: LITERATURE REVIEW

2.1 Theories

To choose a suitable model covers most of the factors that affect tourist satisfaction when traveling Based on accepted model theory of previous technologies: Holiday Satisfaction Model (HOLSAT), E-commerce Application Model (E-CAM), Technology Acceptance Model (TAM), Theory of Perceived Risk (TPR), Kano’s Model, Gronroos Model, Theory of Service Quality ( SERVQUAL) Belong to notable and mfluential many as Holiday Satisfaction Model (HOLSAT), Theory of Service Quality (SERVQUAL), Theory of Service Performance (SERVPERF Model)

HOLSAT ( HOLIDAY SATISFACTION MODEL)

The HOLSAT approach was created by (Tribe, J., & Snaith, T., 1998)and was applied

to assess vacation satisfaction at the well-known Varadero, Cuba resort Instead of focusing on a particular service, the HOLSAT model gauges how satisfied a visitor 1s with their holiday experience at a location Additionally, as every tourist location has different qualities, it does not employ a set list of attributes that apply to all destinations Instead, attributes are tailored to each particular site

According to (Tribe, J, & Snaith, T., 1998), The attributes that characterize a vacation spot are suitably categorized under the following headings:

- Attractions: fascinating characteristics that entice visitors to a certain location

- Activities: A variety of entertaining and enjoyable activities are provided

- Accessibility refers to the ease with which one can reach a destination For example, obtaining visas, potential health risks, and so on

- Regular hotel rooms or other accommodations options at the location;

- Amenity: The services needed by a visitor For example, easy access to banking, retail, and phone services, etc

Figure 2.1: HOLSAT Model

(Source by Tribe and Snaith, 1998)

SERVQUAL (SERVICE QUALITY GAP MODEL)

This section evaluates a few of the most popular and well-recognized service quality models in service quality measurement The pros and cons of every model were examined to determine which would match the service quality measurement the best (Parasuraman, 1985) attempted to capitalize on the analogy with the Gronroos model

by putting out a service quality measurement Managers can find weaknesses in their service with the use of the SERVQUAL model (Brady, M K., & Cronin, J J., 2001a) (Seth, N., Deshmukh, S G., & Vrat, P., 2005) Scholars and practitioners most commonly employ this approach Despite years of study on SERVQUAL, the most widely used model for service quality, scientists found that the process it presents for identifying holes at different levels is not immediately apparent (Seth, N., Deshmukh, S.G., Vrat, P, 2005) Some studies think that obtaining a better psychometric assessment of service quality cannot be achieved by assessing the difference between expectation and perception (Brady, M K., & Cronin, J.J., 2001b)

SERVQUAL evaluates the gap (difference) between a client's expectations and their impression of the service recetved in order to determine the quality of the service Customers can provide their expectations and opinions by answering questions regarding the SERVQUAL customer perception instrument They can also give each of

the five service quality attributes a numerical weight (Parasuraman, A P., Zeithaml, V A., & Berry, L L., 1988) A study by (Pariseau, S E., & McDaniel, J R., 1997), suggested that various stakeholders had differing opinions on the quality of the business school by using the SERVQUAL approach to assess service quality by giving the same questionnaire to a set of professors and students A research comparing local and foreign students' perceptions of each other (Sherry, C., Bhat, R B., Beaver, B., & Ling, A., 2004) also used the SERVQUAL model to evaluate the different aspects of service quality

Figure 2.2: The Gap theory of service quality

Personal needs Past experience

(including pre and post | - communication to the

Marketer _,

Gap 3

Translation of perceptions Gapl | into service quality

specifications

Management perceptions of the consumer expectation

(Souce bu Parasuraman et al., 1985)

SERVPERF (SERVICE PERFORMANCE MODE)

Researchers found that while the SERVQUAL model is a useful tool for assessing many different types of organizations, it is not appropriate for all settings, including retail stores (Dabholkar, P A., Thorpe, D I., & Rentz, J O., 1996)

Some scientists have concluded that this notion is not complete in numerous applications due to years of research on it and further disagreements among experts (Brady, M K., & Cronin, J J., 2001a); (Dabholkar, P A., et al, 1996); (Shahin, A., & Samea, M., 2010)) They put out a fresh conception and measurement framework for service quality that was based on SERVQUAL, known as SERVPERF, that employed performance as the sole measure of service quality In this new model, (Cronin, J J., & Taylor, S A., 1992) went on to assess service quality using the same categories as tangibles, empathy, responsiveness, assurance, and reliability (perceived service) rather than relying on the "expectation-perception" discrepancy The study found that SERVPERF is a better measure of service quality than SERVQUAL, and _ that SERVQUAL components are inconsistent; (Cronin, J J., & Taylor, S A., 1994) 2.2 Hypothesis development & Conceptual framework

Expectations

(Millan, A., & Esteban, A., 2004) Think of expectations as significant factors that

precede fulfillment When it comes to the continued growth of tourism at a specific location, the examination of expectations and satisfaction levels is crucial (Lather, A S., et al, 2012)

Because customers are aware of other service providers in the ever-growing tourism industry, expectations are continually shifting Expectations have a direct impact on how a visitor feels about the services (satisfaction) In reality, experts generally agree that visitor expectations have a direct impact on perceived value and pleasure (Song, H., van der Veen, R., Li, G., & Chen, J L., 2012) ; (Lee, P K C., Cheng, T C E., Yeung, A C L., & Lai, K., 2011); (Wang, X., Zhang, J., Gu, C., & Zhen, F., 2009)

The evaluation of the money spent and the services rendered (perceived value) may be based on the expectations of the destination To put it another way, it's the distinction between how customers view or anticipate receiving services from service providers that employ the confirmation/disconfirmation paradigm In the meanwhile, the anticipated value of a service might be taken into account (Boulding, 1993)

(Akama, J S., & Kieti, D M., 2003) assert that before they use a service, travelers typically have preconceived notions about it They get information from commercials and hearsay from other customers about their prior experiences, which shapes their expectations However, (Del Bosque, I R., & Martin, H S., 2008) imply that a visitor's expectations are shaped by their prior experiences, their degree of pleasure with the service in the past, communications from the service provider, such as promises, and their perception of the service

H1: Expectations are positively related to Tourists’ satisfaction

Cost of stay

The "cost of stay" is another important aspect that determines how satisfied tourists are, according to researchers studying hospitality and tourism One of the key factors affecting tourists’ return intention is price (Kozak, 2001) Travelers are more likely to

be happy if they believe they paid a fair amount for the expected level of service than if they believe they spent more (Hutchinson, M F., McKenney, D W., Lawrence, K., Pedlar, J H., Hopkinson, R F., Milewska, E., & Papadopoulos, P., 2009)

According to (De Ruyter, K., Wetzels, M., & Bloemer, J., 1998) Although customers might not purchase the best service available, they can be satisfied with a lower perceived level of quality In conclusion, this research has shown pricing as a key determinant of consumer happiness Another type of consumer for the tourist site is tourists As a result, this research supports the idea that one of the antecedents of visitor pleasure 1s price

H2: The cost of stay is positively related to Tourists’ satisfaction

Service Quality

(Grénroos, 1984) defines service quality as determined by the evaluation process, in which the client contrasts the level of service he believes he is receiving with his expectations For example, (Oliver, Satisfaction: A Behavioral Perspective on the Consumer, 1997) implies that although assessments of customer pleasure are more comprehensive, those of service quality are more focused Furthermore, there exists a relationship between emotive evaluations and cognitive judgments about service quality and client satisfaction Overall satisfaction is meant to be distinguished from contentment with specific features in order to provide a comprehensive assessment following a purchase (Fornell, 1992)

Following the findings of the research, service quality is defined as the discrepancy between the delivered services and the actual expectations of customers has gained widespread recognition (Parasuraman, A P., et al, 1991) The degree to which service delivery and expectations vary or are similar affects customers' satisfaction or discontent

Qiao, et al a customer's overall assessment of the service's merits and faults is the definition of service quality, it is common to associate service quality with its outward appearance, expected implementation, and real performance

(Parasuraman et al., 1988) introduced the SERVQUAL methodology, which employs

22 criteria to gauge service quality in five dimensions: assurance, tangible, responsiveness, empathy, and dependability However, managers may use service quality assessment to pinpoint issues with the quality and efficiency of the services they offer, improving customer happiness and wish fulfillment

The literature on customer satisfaction and product quality serves as the foundation for the philosophy of service quality Zeithaml described service quality in 1988 as “an assessment of customers from the overall excellence of services” While researchers generally concur that The quality of services is a critical factor in customer satisfaction

and corporate effectiveness, they cannot agree upon a methodology for measuring service quality

H3: The service quality is positively related to Tourists’ satisfaction

Food Service

Furthermore, one of the fundamental components of comprehending consumer satisfaction and behavioral intention is food quality (Altintzoglou, T., Heide, M., & Borch, T., 2016) various researchers utilize various variables to understand food quality For example, (Mynttinen, S., Logrén, J., Saérkka-Tirkkonen, M., & Rautiainen,

T, 2015) To determine the quality of the cuisine that pleases patrons and entices them

to visit the restaurant again, consider the flavor of the meal, culinary variations, and nutritional mformation While other researchers use the following factors to assess food quality in the food service sector: food safety, portion size, flavor, presentation, color, temperature, and nutritional acceptability (Tsai, C.-T (Simon), & Wang, Y.-C., 2017) Comparably, to comprehend food quality, one must consider flavor, food freshness, temperature, nutritional value, and menu diversity (Gnanapala, 2015) The aforementioned factors were taken into account while measuring staff service and the physical environment using the SERVQUAL approach In restaurant environments, the caliber of the cuisine is seen to be the most important indicator of customer happiness (Suhartanto, D., Chen, B T., Mohi, Z., & Sosianika, A., 2018) Five aspects

of food quality were examined by these researchers: food nutrition, food diversity, food aroma, food freshness, and food taste

According to (Torres Chavarria, L C., & Phakdee-auksom, P., 2017), food service has been mainly disregarded Investigating ways to improve food service and determining how this relates to visitor happiness might have a bigger economic impact on tourism Stated differently, the quantity of money that travelers spend on dining services and whether that brings satisfaction or dissatisfaction

We must not undervalue the contribution that food service makes to obtaming client pleasure Most travel statistics indicate that hotel and dining out account for 25% of total expenditure This is a substantial quantity; travelers’ displeasure with Their dissatisfaction with their entire travel experience may have anything to do with the meal service not returning to a destination (Calantone, R J., Di Benedetto, C A., Hakam, A., & Bojanic, D C., 1989)

Food quality is fundamental to offering a satisfying eating experience (Hiransomboon, 2012) It has been discovered that in regular or casual dining restaurants, the quality of food has a major impact on patron loyalty (C T Tsai, 2016) Food quality also influences whether or not customers will return to a restaurant (Jung, T., Ineson, E M., Kim, M., & Yap, M H., 2015)

H4: The food service is positively related to Tourists’ satisfaction

Ambiance

A comfortable atmosphere enhances consumer satisfaction, ensures behavioral intentions toward the service environment, fosters a good service evaluation, and cultivates a positive service mage brand or service in the consumer's thoughts Customers with diverse personalities may respond differently depending on the surrounding environment in addition to those considerations

The larger serviscape encompasses ambient conditions as well (Bitner, 1990) (Turley, L., & Milliman, R E., 2000) holds that human responses to the environment are determined by possible interactions between the atmosphere and the characteristics of the individual that determine the individual's response to the environment

(Turley, L., & Milliman, R E., 2000) asserted that many people could react differently

in different environments Different individual reactions to this interplay between personality and environment suggest a complicated relationship that might entail that each causation component is viewed as an independent factor and the other as a moderator

HS: The ambiance 1s posttively related to Tourists” satisfaction

Tourists’ Satisfaction

(Severt, D., Wang, Y., Chen, P-J., & Breiter, D., 2007) The degree to which a tourist feels satisfied with a particular feature of a good or service that fulfills their needs expectations, and desires throughout their vacation is known as tourist satisfaction When the expectations of the client are compared before and after consumption, satisfaction is generated

Concerning travel, pre-and post-travel expectations and experiences are the main factors that are considered to determine satisfaction A visitor feels content when their experiences match their expectations and they feel gratified Nonetheless, When they make the visitor feel uncomfortable, they are not satisfied (Reisinger, Y & Turner, L

W., 2003)

The fulfilling response from the customer is the definition of customer satisfaction (Oliver, 1997); as a connection between the consumer's costs and the returns (benefits) they want to receive (Yoon, Y., & Uysal, M., 2005) Conceming travel, The observed disparities between expectations are what constitute contentment for early consumption and perceptions of performance following consumption (Cevdet Altunel, M., & Erkurt, B., 2015); according to pre- and post-travel anticipations and experiences (Bang & Hai, 2019) This suggests that travelers who find travel enjoyable are content when their post-trip experience compares to prior expectations and their pre-travel expectations (Chen, C.-F., & Chen, F-S., 2010); (Akhoondnejad, 2016); (Le & Dong, 2017) Effective destination marketing depends on visitor satisfaction since it influences decisions about where to go, what to buy, and whether or not to return (Yoon, Y., & Uysal, M., 2005)

Regarding travel, (Moutinho, 1987) found that pre-trip expectations and _ travel experiences are key factors determining tourists’ revisit intentions In the same way, (Pizam, A., Neumann, Y., & Reichel, A., 1978) define tourist satisfaction as the outcome of the contrast between “‘a tourist’s experience at the destination visited and the expectations about the destination”

According to earlier research, Perceptions of the quality and value of the services received have an impact on customer satisfaction, which mn turn has an impact on loyalty and post-behaviors (Anderson, E W., & Sullivan, M W., 1993): (Bigné, J E., Sanchez, M I., & Sanchez, J., 2001); (Chen, 2008); (Chen, C.-F., & Tsai, D., 2007) ; (Choi, T Y., & Chu, R., 2001) For example, happy visitors may come back to a location, suggest it to others, or make positive remarks about it However, dissatisfied tourists might not return to the same location or suggest it to others Even worse, dissatisfied tourists can criticize a place and harm its reputation in the marketplace (Reisinger, Y & Turner, L W., 2003)

H6: The tourists' satisfaction is positively related to revisit intention of the tourists Revisit Intention

The tourism literature has acknowledged revisit intention as a crucial subject of research (Li et al., 2018) Numerous studies concur that returning visitors require far less marketing expenditures than first-time ones since they often stay longer, engage in more intensive consumption activities, are pleased, and provide positive word-of- mouth (Lehto, X Y., O'Leary, J T., & Morrison, A M., 2004); (Zhang, H., Fu, X., Cai, L A., & Lu, L., 2014); (Zhang, X., Jian, Y., Li, X., Ma, L., Karanis, G., & Karanis, P., 2018)

One form of post-consumption behavior can be seen as the desire to revisit a tourists location (Cole, S T., & Scott, D., 2004) and has been described as a traveler returning

to a place or doing an activity again (Baker, D A., & Crompton, J L., 2000) It also relates to the visitor's evaluation of the possibility of or intention to return to the same location (Khasawneh, M S., & Alfandi, A M., 2019) ; (Stylos, N., Vassiliadis, C A.,

Bellou, V., & Andronikidis, A., 2016) or the readiness to recommend others about the destination (Chen, C.-F., & Tsai, D., 2007) ; (Khasawneh, M S., et al, 2019)

Researchers have already concluded that visitor satisfaction causes the tourist to return

to the same destination and favorable word-of-mouth promotion of the destination

(Chen, C.-F., & Tsai, D., 2007)

Although several academics disagreed that visitor happiness is the most important element influencing their propensity to revisit intention (Bigné, J E., et al, 2001), Most researchers agreed that visitors' overall level of satisfaction is the main factor influencing whether or not they plan to revisit their intention or suggest the destination

to others (Alegre, J., & Garau, J., 2010), (Chen, C.-F., & Tsai, D., 2007), (Zhang, H.,

Wu, Y., & Buhalis, D., 2018)

Below is the theoretical model proposed by the authors to guide and complete the

CHAPTER 3: RESEARCH METHODOLOGY

3.1 Types of research

3.1.1 Descriptive

When conducting descriptive research, one uses their understanding of the study problem and their observations to provide an accurate, methodical, and fact-based description of it With descriptive research, you may get a vast quantity of information without having to rely on the veracity and correctness of the respondents It 1s necessary to see and explain the object being seen methodically to develop the subject successfully (McCombes, 2020)

An approach to research methodology known as descriptive research aims to capture the features of the phenomena or topic under investigation It 1s a vital tool in scientific research for scientists who want to observe, record, and evaluate the finer details of a given subject This method provides a comprehensive and detailed description that helps with comprehension, categorization, and interpretation of the subject matter 3.1.2 Analytical

Analytic research explains why something is true It is difficult to determine the cause

of anything You need to be able to critically analyze information and think critically For instance, researchers may do analytical research to locate the study's missing element (Valcarcel, 2017) It offers fresh perspectives on your data It therefore assists

in confirming or refuting theories

an understandable and straightforward technique for data analysis are necessary to achieve high efficiency and facilitate the simple presentation of accurate reports and statistics

Qualitative

The goal of qualitative research is to comprehend people's perspectives on the world While qualitative research can take many different forms, most of them are flexible and concentrate on maintainmg deep meaning when analyzing data Grounded theory, ethnography, action research, phenomenological research, and narrative research are examples of common approaches While their goals and perspectives differ, they do share some commonalities

3.2 Sample techniques

The original data that will be utilized were gathered by a process called non-probability judgmental sampling Using a technique known as judgmental sampling, researchers choose a sample of people who are aware of the issue by using their judgment (Rahi, 2017) When sampling is done using judgment, the researcher's expertise and discretion alone are used to select the sample participants The results acquired from this sampling technique are likely to have a narrow margin of error and be incredibly precise due to the researcher's expertise plays a crucial role in sample creation Every person in the population has the same chance, or probability, of being chosen in this scenario since each person is chosen only by random Simple random sampling allows sampling error to be calculated and minimizes selection bias, much like all probability sampling techniques Its simplicity as a probability sampling technique is one of its unique advantages A drawback of basic random selection is that, particularly if your attribute of interest is uncommon, you might not choose enough people who possess tt Furthermore, it may be difficult to design a comprehensive sampling frame and to communicate with them, especially if many channels of communication (phone, email, and mail) are required and your sample units are distributed across a vast geographic

areca.

3.3 Sample size

In a study or experiment, the sample size is the total number of observations or subjects To statistically represent a larger population, it is the number of people, objects, or data points chosen from the population Because it directly affects the trustworthiness of the results and how much you can extrapolate them to the broader population, sample size is an important factor in research The sample size is critical for estimating and interpreting SEM values (Hair, J F., et al, 2006) As a general rule for robust PLS-SEM estimations, (Barclay, D W & Thomson, R., 1995) recommend using a minimum sample size that is equal to ten times the greatest number of formative indicators used to assess a single construct or equivalent to the highest number of routes leading to the dependent variable

G* Power 1s a free piece of software created in German at the Universitat Diisseldorf A statistical power calculator is available for free download called G*Power G*Power was developed as a broad standalone power analysis tool for statistical tests that are often employed in behavioral and social science research Several characteristics of a study can affect how effectively an analysis performs The first is the alpha level, also known as the significance threshold Although the usual alpha coefficient for assessing significance is 0.05, lower alpha values diminish the available power, potentially increasing the risk Higher alpha levels, on the other hand, increase strength while potentially mcreasing risk Another factor influencing power in a study is the sample size A greater sample size produces false disparities between participants, therefore the more data you collect, the more power you have Next, effect size, or the magnitude of the difference, can influence power This indicates that larger effect sizes result in greater differences across groups As a result, power will be high However, tiny impact sizes necessitate more energy to identify the effect The statistical test is the final part of a study that can affect power Some tests are more sensitive than others, and the simpler the test, the better tts chances of detecting an effect This application can perform power calculations for a wide range of statistical tests, including the chi-

square, F, and t-tests Furthermore, the user must select one of the various scenarios in which this test is applied To calculate power, five variables must be known: the number of observations, number of groups, power (1-B), effect size, and significance level (a)

3.4 Data collection

Survey data is gathered for this study in order to assess the measurement and test hypotheses The data was collected in-store using a self-administered survey The researchers distributed surveys directly to respondents To eliminate bias in the replies,

we emphasized that the survey was confined to subjective responses — there were no correct or incorrect responses On that basis, the relationship determines the tourist's intention to return, evaluation factors (for example, expectations, service quality, cost

of stay, ambiance, food service, and tourists’ satisfaction), and that were tested empirically using constructs equation modeling (SEM)

Tourist satisfaction is one of the most confusing and complex issues For these reasons, the research subjects in this study are mostly experienced people experience when traveling to Da Lat So who are the respondents to this survey are people who have traveled to Da Lat Accordingly, the number of subjects in adulthood or adolescence is the main research object

This study employed the hypercritical sampling approach, often known as purposive sampling, a non-probability sampling technique This study employed the hypercritical sampling approach, often known as purposive sampling, a non-probability sampling technique In terms of benefits, using this sample strategy allows you to save money on trips and interview time while still simply reaching your target However, due to restrictions, it is impossible to calculate the sampling error The amount of respondents’ survey data for this study was collected from the beginning — March 2024 to the beginning of April 2024 This survey questionnaire was in online electronic form and was delivered via QR code scanning or through other platforms social media such as Zalo, Facebook, and Instagram instead of the physical survey questionnaire like before,

which links to Google form by multitudinous choice with the survey questionnaire which was separated into 2 sections (a and b) The exact goals of this study and the intended use of the data were communicated to the respondents who were surveyed for the check questionnaire The questionnaire was translated from English to Vietnamese and the duration of the participants answering the questionnaire check took an average

of 3 to 5 minutes

Some factors affecting HUFLIT students’ satisfaction when traveling to Da Lat Thus,

we are utilizing the following indications with the G Power software: There are six predictors, an effective size of 0.15, a margin of error of 0.05%, statistical power of 0.8 Therefore, the total sample for this study was 200 (n = 200) The question part b is based on the model m the study, it includes a total of seven variables (six independent variables and one dependent variable) and has a five-point Likert scale used to design a questionnaire survey for the study with a measurement range of | (1= Strongly disagree) to 5 (5= Strongly agree) This is a standard scale widely used in industry research in particular and especially research on factors affecting satisfaction in general The sampling method used in this study is judgment sampling, also known as purposeful sampling As a result, I received 200 answer sheets, from which I conducted analysis

CHAPTER 4: DATA ANALYSIS

Based on table 1, shows survey statistics on 7 key demographic questions respectively, which are gender, educational status, monthly income, frequency of traveling, who to travel with, frequency of traveling to Da Lat and travel expenses The data collected in this study included 200 responses from students when traveling to Da Lat Table | illustrates the characteristics of the participants The results showed that 53.20% of survey respondents were female (N=108), the remaining were men (N = 95) account for 46.80% The adult age of the respondents is students and the majority are final year students at the school In addition, many of them travel at least 2 -3 times or more than

3 times a year and often travel with friends accounting for 44.33%, family accounting for 37.44% Finally, a large number of them usually pay for travel from 3 - 4 million and 21.18% from 2 - 3 million

Table 4.1: Demographic profiles of respondents

Variables Total Percentage Gender

Male 95 46.80% Female 108 53.20% What year are you a student?

Freshman 13 6.40% Sophomore 45 22.17% Third-year student 66 32.51% Fourth-year students 79 38.92% Monthly income

1 - 3 million VND 54 26.60%

3 - 6 million VND 104 51.23%

6 - 10 million VND 40 19.70% Over 10 million VND 5 2.46% How often do you travel in a year?

1 time/year 24 11.82%

2 - 3 time/year 99 48.77% More than 3 times/year 80 39.41% Who do you usually travel with?

Family 76 37.44% Relatives 27 13.30% Friends 90 44 33% Alone 10 4.93% Have you ever been to Da Lat?

1 time 19 9.36%