Tourists’ satisfaction on cultural heritage tourism quality: An empirical study Hanoi, Vietnam

Le Thi Thanh Huyen; Luu Huu Van; Nguyen The Vinh; Chu Trong Tri

doi:10.31893/multiscience.2024217

Keywords:

tourism satisfaction

service quality

cultural heritage tourism

FTS system

the Van Mieu - Quoc Tu Giam

Vietnam

Abstract

Based on the additional Functioning Tourism System (FTS) model of Gunn (Gunn, 1988; Gunn & Var, 2002; Herrin, 2015; Huyen, 2020), the concepts of service quality and tourist satisfaction, this study proposes a model to assess tourists’ satisfaction on service quality at the cultural heritage tourist destinations. The research model includes the following factors: Cuisine service, Entertainment service, Accommodation service, Transportation service, Cultural heritage knowledge service and Heritage characteristics. The study used a quantitative research method with a sample of 400 responses from domestic and international tourists. The research results show that the overall level of tourists’ satisfaction about the tourist destination as well as the quality of cultural heritage tourism services in the Van Mieu - Quoc Tu Giam heritage site is good. The most satisfied tourists are the nature and characteristics of the Van Mieu - Quoc Tu Giam, followed by the cuisine service factor at this heritage site, then the cultural heritage knowledge service about the Van Mieu - Quoc Tu Giam, accommodation service and entertainment service and finally transportation service.
References
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2. Al-jazzazi A. & Sultan P. (2017). Demographic differences in Jordanian bank service quality perceptions. International Journal of Bank Marketing, Vol. 35 No. 2, 275-297.
3. Asubonteng, P., McCleary, K.J. and Swan, J.E. (1996). SERVQUAL revisited: a critical review of service quality. Journal of Services Marketing, Vol 10, No. 6, 62-81.
4. Beyrouty K. E., Tessler A. (2013, May). The Economic Impact of the UK Heritage Tourism Economy.Retrieved from https://britishdestinations.files.wordpress.com/: https://britishdestinations.files.wordpress.com/2013/10/economic-impact-heritagetourism-2013.pdf
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6. Bonarou, C. (2011). Heritage Tourism & Museum Management. Retrieved from https://www.scribd.com/: https://www.scribd.com/document/493599626/3-HeritageTourism-MuseumManagement#download
7. Chhabra, D. (2010). Sustainable marketing of cultural and heritage tourism. New York: Routledge.
8. Chingang Nde Daniel, Lukong Paul Berinyuy. (2010). Using the SERVQUAL Model to assess Service Quality and Customer Satisfaction. An Empirical study of grocery stores in Umea. Umea, Sweden: Umea School of Business, Umea University.
9. Cronin J.J, Jr. & Taylor S.A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, Vol. 56, No. 3, 55-68.
10. Cudjoe A. G.; Anim P.A.; Nyanyofio J.G.N.T. (2015). Service Quality and Customer Satisfaction in the Ghanaian Banking Industry (A Case of Ghana Commercial Bank). European Journal of Business and Management, Vol.7, No.3, 123-140.
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19. Giao, H. N. K., Vuong, B. N., Phuong, N. N. D., & Dat, N. T. (2021). A model of factors affecting domestic tourist satisfaction on eco-tourism service quality in the Mekong Delta, Vietnam. Geo Journal of Tourism and Geosites, 36, 663-671. 10.30892/gtg.362spl14-696
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21. Gronroos, C. (1984). A service quality model and its implications. European Journal of Marketing, 18(4), 36-44.
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26. Hafeez S. & Muhammad B. (2012). The Impact of Service Quality, Customer Satisfaction and Loyalty Programs on Customer’s Loyalty: Evidence from Banking Sector of Pakistan. International Journal of Business and Social Science, Vol. 3 No. 16, 200-209.
27. Hall, M., & Zeppel, H. (1990). Cultural and heritage tourism: The new grand tour. Historic Environments, 7(3/4), 86-98.
28. Huyen, L.T.T. (2020). Assessment of Cultural Heritage Tourism Potential in Vietnam. Business and Management Horizons, Vol. 8, No. 1, 44-69.
29. Kheng, L.L., Mahamad, O., Ramayah, T., M. & Rahim, Mosahab, R. . (2010). The impact of service quality on customer loyalty: a study of banks in Penang, Malaysia. International Journal of Marketing Studies, 2(2), 57-66.
30. Kotler P. & Keller K.L. (2021). Marketing Management. New Jersey : Prentice Hall, One Lake Street.
31. Kozak, M., Rimmington, M. (2000). Tourist satisfaction with Mallorca, Spain, as an off-season holiday destination. Journal of travel research, 260-269.
32. Ladhari, R. (2008). Alternative Measures of Service Quality: A Review. Managing Service Quality: An International Journal, Vol. 18, No. 1, 65-86.
33. Ladhari, R. (2009). A review of twenty years of SERVQUAL research. International Journal of Quality and Service Sciences, Vol. 1, No. 2, 172-198.
34. Lussetyowati, T. (2015). Preservation and Conservation through Cultural Heritage Tourism. Case Study: Musi Riverside Palembang. Procedia - Social and Behavioral Sciences 184, 401-406.
35. Manhas, P. S. (2012). Sustainable and responsible tourism: trends, practices and cases. New Delhi: PHI Learning Private Limited
36. Matt C. Howard (2016). A Review of Exploratory Factor Analysis Decisions and Overview of Current Practices: What We Are Doing and How Can We Improve?. International Journal of Human - Computer Interaction, 32:1, 51-62, DOI:10.1080/10447318.2015.1087664.
37. Mauri A. G., Minazzi R. & Muccio S. (2013). A Review of Literature on the Gaps Model on Service Quality: A 3-Decades Period: 1985–2013. International Business Research, Vol. 6, No. 12, 134-144.
38. Munt, I. (1994). The “Other” Postmodern Tourism: Culture Travel and the New Middle Classes. Theory, Culture & Society, Vol. 11, 101-123.
39. Negi, R. (2009). Determining customer satisfaction through perceived service quality: A study of Ethiopian mobile users. International Journal of Mobile Marketing, Vol. 4, No. 1, 31-38.
40. NTHP. (2015, June 17). [Preservation Glossary] Today’s Word: Heritage Tourism. Retrieved from https://savingplaces.org/: https://savingplaces.org/stories/preservation-glossary-todays-word-heritage-tourism#.YZiuuGDP1PY
41. Nzama, A. T., Magi, L. M., & Ngcobo, N. R. (2005). Workbook-I TourismWorkbook for Educators: 2004 Curriculum Statement. Unpublished Tourism Workshop Educational Materials. Centre for Recreation &Tourism, UZ. and Tourism KwaZulu-Natal.
42. Panzera E, de Graaff T, de Groot HLF. European cultural heritage and tourism flows: The magnetic role of superstar World Heritage Sites. Pap Reg Sci. 2021;100:101–122. https://doi.org/10.1111/pirs.12562
43. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. . (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, Vol. 49, 41-50.
44. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. . (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, Vol. 64, No. 1, 12-40.
45. Piramanayagam, S., Sud, S., & Seal, P. P. (2020). Relationship between tourists’ local food experiencescape, satisfaction and behavioural intention. Anatolia, 31(2), 316-330
46. Pizam A., Neumann Y., Reichel A. (1978). Dimentions of tourist satisfaction with a destination area. Annals of Tourism Research, Vol. 5, No. 3, , 314-322.
47. PLC. (2014). Cultural heritag tourism. Retrieved from https://www.americansforthearts.org/: https://www.americansforthearts.org/sites/default/files/culturalheritagetourism.pdf
48. Rahmiati F., Othman A., Tahir H. (2020). Examining the Trip Experience on Competitive Advantage Creation in Tourism. International Journal of Economics and Business Administration Volume VIII, Issue 1, 15-30.
49. Rojek, C. (1993). Ways of Escape: Modern Transformations in Leisure and Travel. Basingstoke: Macmillan.
50. Ross, E.L.D. and Iso-Ahola, S.E. (1991). Sightseeing tourists' motivation and satisfaction. Annals of Tourism Research, Vol. 18, 226-237.
51. Rowland, M. (2006). Menendez versus Mickey: A study of heritage tourism in Florida. Retrieved from Graduate Theses and Dissertations.: https://digitalcommons.usf.edu/etd/2681/
52. Sadeh, E., Asgari, F., Mousavi, L., & Sadeh, S. (2012). Factors affecting tourist satisfaction and its consequences. Journal of Basic and Applied Scientific Research, 2(2), 1557-1560.
53. Stevens, B. F. (1992). “Price value perceptions of travelers. Journal of Travel Research, 31, 44-48.
54. Sukiman M. F., Omar S. I., Muhibudin M., Yussof I,, and Mohamed B. (2013). Tourist Satisfaction as the Key to Destination Survival in Pahang. Procedia - Social and Behavioral Sciences 91, 78-87.
55. Tan, T. H. (1951). Étude sur le Vǎn-miêu de Hanoi. Retrieved from https://www.persee.fr: https://www.persee.fr/doc/befeo_0336-1519_1951_num_45_1_5513
56. Tighe, A. (1985). Cultural tourism in the USA. Tourism Management, Vol. 6 No. 4,, 234-51.
57. Tribe, J., & Snaith, T. (1998). From SERVQUAL to HOLSAT: Holiday satisfaction in Varadero, Cuba. Tourism Management, Vol. 19, Iss. 1, 25-34.
58. Trong, H. and Ngoc, C.N.M. (2008). Research Data Analysis with SPSS. Vol. l, Hong Duc Publisher, Ho Chi Minh City.
59. Urry, J. (1990). The Tourist Gaze: Leisure and Travel in Contemporary Societies. London: Sage.
60. Vieira, A. L. (2005). Delivering Quality Service. Journal of Quality Assurance in Hospitality & Tourism, Vol.6 Iss. 1-2, 25-42.
61. Woodside A. G., Frey L. L., Daly R. T. (1989). Linking service quality, customer satisfaction, and behavioral intention. Journal of Health Care Marketing, 5-17.
62. Zeithaml, V. (1988). Consumer perceptions of price, quality, and value: A means-end model andsynthesis of evidence. Journal of Marketing, 52(3), 2-22.
63. Zeithaml, V. A. (2009). Delivering Quality Service. Free Press.

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to cite

Huyen, L. T. T., Van, L. H., Vinh, N. T., & Tri, C. T. (2024). Tourists’ satisfaction on cultural heritage tourism quality: An empirical study Hanoi, Vietnam . Multidisciplinary Science Journal, 6(10), 2024217. https://doi.org/10.31893/multiscience.2024217

[1] Ahmed, Z. U. (1991). “The influence of the components of a state's tourist image on product positioning strategy. Tourism Management, Vol.12, Iss.4, 331-340.

[2] Al-jazzazi A. & Sultan P. (2017). Demographic differences in Jordanian bank service quality perceptions. International Journal of Bank Marketing, Vol. 35 No. 2, 275-297.

[3] Asubonteng, P., McCleary, K.J. and Swan, J.E. (1996). SERVQUAL revisited: a critical review of service quality. Journal of Services Marketing, Vol 10, No. 6, 62-81.

[4] Beyrouty K. E., Tessler A. (2013, May). The Economic Impact of the UK Heritage Tourism Economy.Retrieved from https://britishdestinations.files.wordpress.com/: https://britishdestinations.files.wordpress.com/2013/10/economic-impact-heritagetourism-2013.pdf

[5] Bharwana, T. K., Bashir, M., & Mohsin, M. . (2013). Impact of Service Quality on Customers' Satisfaction: A Study from Service Sector especially Private Colleges of Faisalabad, Punjab, Pakistan. International Journal of Scientific and Research Publications, 3 (5), 1-7.

[6] Bonarou, C. (2011). Heritage Tourism & Museum Management. Retrieved from https://www.scribd.com/: https://www.scribd.com/document/493599626/3-HeritageTourism-MuseumManagement#download

[7] Chhabra, D. (2010). Sustainable marketing of cultural and heritage tourism. New York: Routledge.

[8] Chingang Nde Daniel, Lukong Paul Berinyuy. (2010). Using the SERVQUAL Model to assess Service Quality and Customer Satisfaction. An Empirical study of grocery stores in Umea. Umea, Sweden: Umea School of Business, Umea University.

[9] Cronin J.J, Jr. & Taylor S.A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, Vol. 56, No. 3, 55-68.

[10] Cudjoe A. G.; Anim P.A.; Nyanyofio J.G.N.T. (2015). Service Quality and Customer Satisfaction in the Ghanaian Banking Industry (A Case of Ghana Commercial Bank). European Journal of Business and Management, Vol.7, No.3, 123-140.

[11] DCS, H. C. (2018, 11 29). Văn Miếu-Quốc Tử Giám vẫn là điểm đến hút khách du dịch năm 2018. Retrieved from http://sovhtt.hanoi.gov.vn/: http://sovhtt.hanoi.gov.vn/van-mieu-quoc-tu-giam-van-la-diem-den-hut-khach-du-dich-nam-2018/

[12] Destination BC Corp. (2014, Jan). Cultural and Heritage Tourism Development Guide. Retrieved from https://heritagebc.ca/: https://heritagebc.ca/wp-content/uploads/2017/10/TBE-Guide-Cultural-and-Heritage-Tourism-Jan2014.pdf

[13] Douglas, L. and Connor, R. . (2003). Attitudes to service quality - the expectation gap. Nutrition & Food Science, Vol. 33, No. 4, 165-172.

[14] Edvardsson, B. (1998). Service quality improvement. Managing Service Quality: An International Journal, Vol. 8 No. 2, 142-149.

[15] Feifer, M. (1986). Tourism in History: From Imperial Rome to the Present. New York: Stein and Day.

[16] Gaki, Eleni; Kostopoulou, Stella; Parisi, Evangelia; Lagos, Dimitris. (2016). The Evaluation of Tourist Satisfaction in Island Destinations: The Case of the Ionian Islands, Greece. 56th Congress of the European Regional Science Association: "Cities & Regions: Smart, Sustainable, Inclusive?", 23-26 August 2016, Vienna, Austria. Vienna, Austria: European Regional Science Association (ERSA), Louvain-la-Neuve.

[17] Gallarza M. et al. (2017). A multidimensional service-value scale based on Holbrook’s typology of customer value: Bridging the gap between the concept and its measurement. Journal of Service Management 28(1).

[18] Ghylin, K. M., et al. (2008). Clarifying the dimensions of four concepts of quality. Theoretical Issues in Ergonomics Science, 9(1): 73-94.

[19] Giao, H. N. K., Vuong, B. N., Phuong, N. N. D., & Dat, N. T. (2021). A model of factors affecting domestic tourist satisfaction on eco-tourism service quality in the Mekong Delta, Vietnam. Geo Journal of Tourism and Geosites, 36, 663-671. 10.30892/gtg.362spl14-696

[20] Grobelna A. & Marciszewska B. (2013). Measurement of Service Quality in the Hotel Sector: The Case of Northern Poland. Journal of Hospitality Marketing & Management, 22(3), 313-332.

[21] Gronroos, C. (1984). A service quality model and its implications. European Journal of Marketing, 18(4), 36-44.

[22] Gunn C. A. & Turgut, Var T. (2002). Tourism Planning. London: Routledge, Taylor and Francis.

[23] Gunn, C. A. (1988). Tourism Planning. New York: Taylor & Francis.

[24] Gurira N. A. & Ngulube P. (2016). Procedia - Social and Behavioral Sciences 225, 291-302.

[25] Gursoy, D., McCleary, K. W. and L. R. Lepsito. (2007). Propensity to complain: affects of personality and behavioral factors. Journal of Hospitality & Tourism Research, 31 (3), 358-386.

[26] Hafeez S. & Muhammad B. (2012). The Impact of Service Quality, Customer Satisfaction and Loyalty Programs on Customer’s Loyalty: Evidence from Banking Sector of Pakistan. International Journal of Business and Social Science, Vol. 3 No. 16, 200-209.

[27] Hall, M., & Zeppel, H. (1990). Cultural and heritage tourism: The new grand tour. Historic Environments, 7(3/4), 86-98.

[28] Huyen, L.T.T. (2020). Assessment of Cultural Heritage Tourism Potential in Vietnam. Business and Management Horizons, Vol. 8, No. 1, 44-69.

[29] Kheng, L.L., Mahamad, O., Ramayah, T., M. & Rahim, Mosahab, R. . (2010). The impact of service quality on customer loyalty: a study of banks in Penang, Malaysia. International Journal of Marketing Studies, 2(2), 57-66.

[30] Kotler P. & Keller K.L. (2021). Marketing Management. New Jersey : Prentice Hall, One Lake Street.

[31] Kozak, M., Rimmington, M. (2000). Tourist satisfaction with Mallorca, Spain, as an off-season holiday destination. Journal of travel research, 260-269.

[32] Ladhari, R. (2008). Alternative Measures of Service Quality: A Review. Managing Service Quality: An International Journal, Vol. 18, No. 1, 65-86.

[33] Ladhari, R. (2009). A review of twenty years of SERVQUAL research. International Journal of Quality and Service Sciences, Vol. 1, No. 2, 172-198.

[34] Lussetyowati, T. (2015). Preservation and Conservation through Cultural Heritage Tourism. Case Study: Musi Riverside Palembang. Procedia - Social and Behavioral Sciences 184, 401-406.

[35] Manhas, P. S. (2012). Sustainable and responsible tourism: trends, practices and cases. New Delhi: PHI Learning Private Limited

[36] Matt C. Howard (2016). A Review of Exploratory Factor Analysis Decisions and Overview of Current Practices: What We Are Doing and How Can We Improve?. International Journal of Human - Computer Interaction, 32:1, 51-62, DOI:10.1080/10447318.2015.1087664.

[37] Mauri A. G., Minazzi R. & Muccio S. (2013). A Review of Literature on the Gaps Model on Service Quality: A 3-Decades Period: 1985–2013. International Business Research, Vol. 6, No. 12, 134-144.

[38] Munt, I. (1994). The “Other” Postmodern Tourism: Culture Travel and the New Middle Classes. Theory, Culture & Society, Vol. 11, 101-123.

[39] Negi, R. (2009). Determining customer satisfaction through perceived service quality: A study of Ethiopian mobile users. International Journal of Mobile Marketing, Vol. 4, No. 1, 31-38.

[40] NTHP. (2015, June 17). [Preservation Glossary] Today’s Word: Heritage Tourism. Retrieved from https://savingplaces.org/: https://savingplaces.org/stories/preservation-glossary-todays-word-heritage-tourism#.YZiuuGDP1PY

[41] Nzama, A. T., Magi, L. M., & Ngcobo, N. R. (2005). Workbook-I TourismWorkbook for Educators: 2004 Curriculum Statement. Unpublished Tourism Workshop Educational Materials. Centre for Recreation &Tourism, UZ. and Tourism KwaZulu-Natal.

[42] Panzera E, de Graaff T, de Groot HLF. European cultural heritage and tourism flows: The magnetic role of superstar World Heritage Sites. Pap Reg Sci. 2021;100:101–122. https://doi.org/10.1111/pirs.12562

[43] Parasuraman, A., Zeithaml, V. A., & Berry, L. L. . (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, Vol. 49, 41-50.

[44] Parasuraman, A., Zeithaml, V. A., & Berry, L. L. . (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, Vol. 64, No. 1, 12-40.

[45] Piramanayagam, S., Sud, S., & Seal, P. P. (2020). Relationship between tourists’ local food experiencescape, satisfaction and behavioural intention. Anatolia, 31(2), 316-330

[46] Pizam A., Neumann Y., Reichel A. (1978). Dimentions of tourist satisfaction with a destination area. Annals of Tourism Research, Vol. 5, No. 3, , 314-322.

[47] PLC. (2014). Cultural heritag tourism. Retrieved from https://www.americansforthearts.org/: https://www.americansforthearts.org/sites/default/files/culturalheritagetourism.pdf

[48] Rahmiati F., Othman A., Tahir H. (2020). Examining the Trip Experience on Competitive Advantage Creation in Tourism. International Journal of Economics and Business Administration Volume VIII, Issue 1, 15-30.

[49] Rojek, C. (1993). Ways of Escape: Modern Transformations in Leisure and Travel. Basingstoke: Macmillan.

[50] Ross, E.L.D. and Iso-Ahola, S.E. (1991). Sightseeing tourists' motivation and satisfaction. Annals of Tourism Research, Vol. 18, 226-237.

[51] Rowland, M. (2006). Menendez versus Mickey: A study of heritage tourism in Florida. Retrieved from Graduate Theses and Dissertations.: https://digitalcommons.usf.edu/etd/2681/

[52] Sadeh, E., Asgari, F., Mousavi, L., & Sadeh, S. (2012). Factors affecting tourist satisfaction and its consequences. Journal of Basic and Applied Scientific Research, 2(2), 1557-1560.

[53] Stevens, B. F. (1992). “Price value perceptions of travelers. Journal of Travel Research, 31, 44-48.

[54] Sukiman M. F., Omar S. I., Muhibudin M., Yussof I,, and Mohamed B. (2013). Tourist Satisfaction as the Key to Destination Survival in Pahang. Procedia - Social and Behavioral Sciences 91, 78-87.

[55] Tan, T. H. (1951). Étude sur le Vǎn-miêu de Hanoi. Retrieved from https://www.persee.fr: https://www.persee.fr/doc/befeo_0336-1519_1951_num_45_1_5513

[56] Tighe, A. (1985). Cultural tourism in the USA. Tourism Management, Vol. 6 No. 4,, 234-51.

[57] Tribe, J., & Snaith, T. (1998). From SERVQUAL to HOLSAT: Holiday satisfaction in Varadero, Cuba. Tourism Management, Vol. 19, Iss. 1, 25-34.

[58] Trong, H. and Ngoc, C.N.M. (2008). Research Data Analysis with SPSS. Vol. l, Hong Duc Publisher, Ho Chi Minh City.

[59] Urry, J. (1990). The Tourist Gaze: Leisure and Travel in Contemporary Societies. London: Sage.

[60] Vieira, A. L. (2005). Delivering Quality Service. Journal of Quality Assurance in Hospitality & Tourism, Vol.6 Iss. 1-2, 25-42.

[61] Woodside A. G., Frey L. L., Daly R. T. (1989). Linking service quality, customer satisfaction, and behavioral intention. Journal of Health Care Marketing, 5-17.

[62] Zeithaml, V. (1988). Consumer perceptions of price, quality, and value: A means-end model andsynthesis of evidence. Journal of Marketing, 52(3), 2-22.

[63] Zeithaml, V. A. (2009). Delivering Quality Service. Free Press.

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References

How to cite