Research on factors affecting international tourists satisfaction with tourism service quality of Can Tho City after the Covid-19 pandemic

Abstract

This research delves into the determinants of foreign tourists' satisfaction with the quality of tourism services in Can Tho city following the COVID-19 pandemic. A detailed survey was conducted with 200 international tourists in Can Tho city. Data was subsequently processed using SPSS statistical software, applying Cronbach's Alpha reliability coefficient, Exploratory Factor Analysis (EFA), and Linear Regression Analysis. The proposed research framework comprises six factors: (1) Local Characteristic, (2) Responsiveness, (3) Serving competency, (4) Reliability, (5) Empathy, (6) Support services and security; encompassing a total of 24 observed variables. The findings of the study reveal that each of these factors significantly influences the satisfaction of international tourists with the tourism services in the city of Can Tho. Notably, factor Empathy emerges as the most impactful determinant. In light of these outcomes, the research team posits several managerial implications aimed at elevating the quality of tourism services, thereby fostering heightened satisfaction among foreign visitors to Can Tho city.