Đánh giá sự hài lòng của du khách đối với các hoạt động kinh doanh du lịch tại chợ nổi Cái Răng thành phố Cần Thơ
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Abstract
The study was conducted to assess visitor satisfaction with tourism business activities at Cai Rang Floating Market, Can Tho City. Data were collected through structured questionnaire interviews with 203 tourists. The criteria for assessing satisfaction were measured using a 5-point Likert scale. Data were analyzed using descriptive statistics, T-test, and variance analysis. The results revealed three main groups of factors influencing tourist satisfaction: attractiveness, service quality, and the environmental condition of the destination. Notably, the level of satisfaction after the experience positively influenced tourists' intention to return and recommend the destination. Furthermore, the analysis showed no statistically significant differences in satisfaction levels across different demographic groups. Based on the findings, several practical solutions are proposed to enhance tourists’ satisfaction and support the sustainable development of tourism at Cai Rang Floating Market.
Tóm tắt
Nghiên cứu được thực hiện nhằm đánh giá sự hài lòng của du khách đối với các hoạt động kinh doanh du lịch tại chợ nổi Cái Răng, thành phố Cần Thơ. Dữ liệu được thu thập từ việc phỏng vấn bằng bảng hỏi đối với 203 du khách, bộ tiêu chí đánh giá mức độ hài lòng được đo lường bằng thang đo Likert 5 mức độ. Dữ liệu được phân tích bằng phương pháp thống kê mô tả, kiểm định T-Test và kiểm định phương sai. Kết quả có ba nhóm tiêu chí ảnh hưởng đến sự hài lòng của du khách đối với các hoạt động du lịch bao gồm: yếu tố hấp dẫn, chất lượng dịch vụ và môi trường. Đáng chú ý, mức độ hài lòng thay đổi sau trải nghiệm ảnh hưởng tích cực đến ý định quay lại và giới thiệu điểm đến của du khách. Ngoài ra, kết quả cho thấy không có sự khác biệt ở mức độ hài lòng của đặc điểm nhân khẩu học. Trong nghiên cứu, một số giải pháp nhằm nâng cao sự hài lòng của du khách góp phần phát triển du lịch chợ nổi Cái Răng bền vững cũng đã được đề ra.
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