department of business...

Department of Business Administration

I-Shou University

Master Thesis

Tourist Expectation, Satisfaction and

Loyalty: the Case of Hanoi Heritage

Site

Advisor: Dr Wanching Chang

Advisor: Dr. Nguyen Quang Vinh

Graduate Student: Tran Dieu Linh

November 2016

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Acknowledgement

Foremost, I would like to express my sincere gratitude to my advisor Mr Nguyen Quang

Vinh, Ms Wan Chin Chang for the continuous support of my master study and research, for

her patience, motivantion, enthusiasm, and immenes knowledge. Her guidance helped me in

all the time of research and writing of this thesis. I could not have imagined having a better

advisor and mentor for my master study.

I wish to thank all survey's respondents who contributed significant information for this study.

I also thank my classmates and my friends for their valuable recommendations.

Last but not least, special thanks to all my family members and my girlfriends for their

spiritual support and encouragement.

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Abstract

In fact, the service industry has had a huge impact in the economy of many countries,

including the UK and Vietnam. Regardless of the economic crisis in previous years, the

hospitality industry in both these countries is recovering slowly. Offering superior service

quality could benefit the hotel in many aspects such as gaining competitive advantages or

increasing customer satisfaction. Furthermore, the globalization has created more

opportunities for people to travel abroad. Thus the target customers for the hospitality

industry is not only domestic visitors but also international ones. To sum up, it is important

for hotel managers to understand service quality perceptions of different nationality customers

to conduct segmentation strategies and to provide service that are appropriate with specific

groups. The main goal of this study is to measure British and Vietnamese customers'

expectation and perception of service quality of hotels in their own countries. Then all results

from the UK study are compared to Vietnam one to clarify there are any significant

differences between British and Vietnamese guests about expected and perceived service

quality. The results show that expected service quality level of Vietnamese customers is

higher than that of British while the later has a higher perception than the former. While the

service quality of the UK hotel is consistent at a high standard, Vietnam hotel should improve

many aspects of service, especially assurance, responsiveness and reliability. To conclude, the

study suggests the essential factors of service that British and Vietnamese hotel managers

should concentrate to achieve competitive advantage and attract more both domestic and

foreign guests.

Keywords: tourist expectation, satisfaction, loyalty, heritage, Hanoi

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Table of contents

Acknowledgement .................................................................................................................... ii

Abstract .................................................................................................................................... iii

Table of contents ...................................................................................................................... iv

List of Table ............................................................................................................................. vi

Chapter I Introduction ............................................................................................................ 1

1.1Background ....................................................................................................................... 1

1.2 Research objective ........................................................................................................... 3

1.3 Research question ............................................................................................................ 3

1.4 Research contribute ......................................................................................................... 4

Chapter II. Literature review ................................................................................................. 5

2.1 Overview of tourism development in Vietnam ............................................................... 5

2.2 Heritage site development in Vietnam ............................................................................ 7

2.3 Cultural tourism ............................................................................................................. 10

2.4 Factors affecting the cultural tourism ............................................................................ 11

2.5. Tourist expectation ....................................................................................................... 12

2.6. Tourist satisfaction ....................................................................................................... 12

2.7. Tourist loyalty............................................................................................................... 13

2.8 Research framework and Hypothesis ............................................................................ 15

Chapter III Methodology ....................................................................................................... 16

3. 1 Research Design ........................................................................................................... 16

3.2 Sampling ........................................................................................................................ 16

3.3 Sample size .................................................................................................................... 16

3.4 Structure variables ......................................................................................................... 16

3.5 Data analysis .................................................................................................................. 17

Chapter IV Data analysis ...................................................................................................... 18

4.1 Demographic of tourist .................................................................................................. 18

4.2 Item scaling.................................................................................................................... 20

4.3 Reliability ...................................................................................................................... 22

4.4 Variables correlation ...................................................................................................... 22

4.5 Hypothesis testing.......................................................................................................... 23

4.5.1 Tourist expectation have positive related to tourist satisfaction (H1) .................................. 23

4.5.2 The relationship between the tourist expectation and tourist loyalty (H2)................. 23

4.5.3 The relationship between the tourist satisfaction and tourist loyalty (H3) ................. 24

4.5.4 The differences among demographic customers related to tourist loyalty with Hanoi

(H4). ..................................................................................................................................... 24

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Chapter V Conclusion and recommendation ...................................................................... 28

5.1 Conclusion ..................................................................................................................... 28

5.2 Recommendations ......................................................................................................... 28

5.2.1 Management of cultural heritage in line with the real situation of tourism ............... 28

5.2.2 Promotion activities .................................................................................................... 30

5.3 Research contribution .................................................................................................... 31

5.4 Research limitation ........................................................................................................ 31

Reference: ............................................................................................................................... 32

Appendix : ............................................................................................................................... 36

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List of Table

Table 1.1 International visitors to Viet Nam in December and 12 months of 2015 ........... 1

Table 3.1 Variable dimension for tourism heritage survey ................................................ 17

Table 4.1 Background information of tourist ...................................................................... 18

Table 4.2 Item scaling result .................................................................................................. 20

Table 4.3 Cronbach's Alpha analysis ................................................................................... 22

Table 4.4 Variables correlation ............................................................................................. 22

Table 4.5 Relationship between tourist expectation and satisfaction ................................ 23

Table 4.6 Relationship between tourist expectation and tourist loyalty ........................... 23

Table 4.7 Relationship between tourist satisfaction and tourist loyalty............................ 24

Table 4.8 The different of tourist loyalty between male and female ................................. 25

Table 4.9 The differnent of tourist loyalty among age group............................................. 25

Table 4.10 The different of tourist loyalty among education level .................................... 26

Table 4.11The different of tourist loyalty between first time tourist and repeaters ........ 26

Table 4.12 The different of tourist loyalty among countries of tourist ............................. 26

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Chapter I Introduction

1.1Background

During more than two decades, the number of international visitors to Vietnam tourism

growth with an average rate of 12% per year (excluding impairment due to the SARS

outbreak in 2003 (-8%) and the economic downturn world in 2009 (-11%). If we take the first

milestone launched Vietnam Tourism Year 1990 (beginning of the renovation period) with

250,000 international passengers, but now with 7.57 million in 2013, the number of

international visitors to Vietnam has increased over 30 times in 23 years and 2-fold increase

after four years of crisis recovery in 2009. domestic tourists increased continuously during the

past period, from 1 2013 million in 1990 to reach 35 million numbers. the continued growth

of end customers scale expansion of tourism activities in all fields.

Table 1.1 International visitors to Viet Nam in December and 12 months of 2015

December

2015

(estimate)

Accrued for

12 months

Of 2015

December

2015 vs,

November

2015(%)

December

2015 vs,

November

2014(%)

12 months 2015

vs, 12 months

2014(%)

Total 760,798 7,943,651 102.6 115.0 100.9

England 17,771 212,798 76.3 121.5 105.2

Belgium 2,075 23,939 81.9 113.5 103.1

Cambodia 20,504 227,074 108.3 54.8 56.2

Canada 9,963 105,670 94.9 109.5 101.3

Taiwan 36,525 438,704 98.9 121.5 112.8

Denmark 2,188 27,414 103.5 118.0 101.4

Germany 13,754 149,079 78.4 107.1 104.7

Holland 4,748 52,967 90.5 119.2 107.8

Korea 114,741 1,112,978 113.9 138.0 131.3

Indonesia 5,344 62,240 99.0 107.8 90.7

Italy 3,565 40,291 77.7 125.7 110.6

Lao 9,188 113,992 92.5 111.9 83.4

Malaysia 39,609 346,584 131.3 99.2 104.1

USA 44,927 491,249 106.0 121.4 110.7

Norway 1,707 21,425 94.9 95.4 94.4

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New Zealand 2,545 31,960 105.2 103.8 96.5

Russia 41,459 338,843 11.9 120.1 92.9

Japan 58,770 671,379 96.8 104.4 103.6

France 17,746 211,636 84.1 108.9 99.0

Finland 1,877 15,043 190.4 107.6 108.8

Philippines 8,913 99,757 91.0 118.2 96.5

Singapore 31,219 236,547 146.7 119.1 116.9

Spain 2,856 44,932 62.8 105.0 110.4

Thailand 29,072 214,645 124.8 140.2 86.9

Sweden 4,026 32,025 124.0 105.8 98.6

Switzerland 2,550 28,750 78.4 107.0 96.7

China 169,106 1,780,918 96.2 126.6 91.5

Australia 28,361 303,721 128.1 96.2 94.6

Others 53,909 507,091 162.7 186.2 113.6

Statistic office ( 2016)

With nature as an integrated economic sector is interdisciplinary, interregional highly

developed tourism activities were not in accordance with the development of the sector,

related sectors such as transport, trade, services, communication communication,

telecommunication, banking, insurance, health etc., this could be noticed in the local tourist

activities development as the new local tourism development. Tourism is the export

production in place, the direct foreign exchange earnings, greatly to the economy, end the

development revised of other economic sectors, contributing to economic restructuring and

job creation, ensure social security, preserve and promote cultural exchange, strengthen

environmental protection. Tourism help restore, preserve and consumption of meters of

handmade traditional villages, to help restore the cultural activities and traditional arts ha and

reliable cultural activities art nowadays.

Through the development of tourism, the country's image and promote destinations are widely

at home and abroad, creating a positive recognition of the image of the country and people of

Vietnam, to develop a reputation over the world. The enormous potential of the natural

landscape, biodiversity values hectares to historical or cultural hectares of indigenous ethnic

groups, customs and way of life to the real values richness of the regions across the country

have been introduced and promoted through tourism activities. It can be achieved by offering

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high level of service quality as it can reinforce productivity and profitability and satisfy

customers' need with through quality experience (Gronroos, 1991; Gummesson, 1998;

Parasuraman, et al, 1990).

In the past, there was a lot of researchers put efforts to verify the relationship satisfaction of

tourists with a variety of aspects of the tourism industry as the characteristics of the trip (Geva

and Goldman, 1991); tourism infrastructure (Vaske, Donnelly, and Williamson, 1991);

demographic characteristics of tourists (Qu and Li, 1997); how to move from operational

management activities for the tour (Yamamoto and Gill, 1999); and appearance of the

destination . The study results confirmed the satisfaction of tourists will impact positively on

the intention to return, spreading word of mouth factor and positive reference information for

their other visitors (Dube, Renaghan, and Miller, 1994).

Recognizing these trends, in the context of Vietnam's tourism and tourism namely Hanoi, the

author said that the issue of concern here is the accurate analysis of service quality factors

tourism impact on satisfaction and intention to return to its guests. This will enable the

relevant managers to better understand the needs and desires of the international tourists and

from there take measures to improve the quality of tourism services, contribute to increasing

the rate of tourists return to the tourist destination of Vietnam. However, there are limited

study related to tourist expectation and satisfaction and its effect on tourist loyalty in Hanoi

heritage tourism.

1.2 Research objective

This thesis includes three main objectives which are to:

1. Measure the international customers' expectation and satisfaction of tourism destination

attribute in Hanoi

2. Find out the relationship among customers' expectation, satisfaction and tourist loyalty

3. Find out is there any significant differences among demographic customers related to

tourist loyalty with Hanoi

1.3 Research question

To reach the research objective, this study going to answer the following question:

- Is there the positive relationship between the tourist expectation and tourist

satisfaction?

- Is there the positive relationship between the tourist expectation and tourist loyalty?

- Is there the positive relationship between the tourist satisfaction and tourist loyalty?

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- Are there any significant differences among demographic customers related to tourist

loyalty with Hanoi?

1.4 Research contribute

From the research results, the thesis proposes a number of implications for managers, the

relevant forces, in order to be able to make some suggestions adjustments to improve the

quality of services in the cultural heritage attractions in Hanoi.

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Chapter II. Literature review

2.1 Overview of tourism development in Vietnam

The tourism industry received special attention from the whole society, from the government,

ministries and localities to people across the country. Through this system the legal basis of

the sector has gradually built and improved. Tourism Law by the National Assembly in

December 6/2005 on the basis of inheriting the Ordinance on Tourism, since 2006. After 10

years of implementation, to meet the needs of development in the new era, creating a

favorable legal framework for the tourism of Industry, Tourism is focused on completing the

Tourism Law (Amendment) submitted to the National Assembly for consideration. Tourism

is also developed and submitted to the Government, the Ministry of Political Development

Scheme Vietnam tourism become a key economic sector.

Recently, the Government and the Prime Minister issued the resolutions and directives in

order to enhance the effectiveness of state management, removing difficulties for the tourism

industry as Resolution 92 / NQ-CP dated 8/12 / 2014 on some measures to promote Vietnam

tourism development in the new period; Directive No. 14 / CT-TTg in 2015 on strengthening

State management efficiency, focus on overcoming weaknesses and promoting tourism

development.

The government is taking steps to remove the restrictions on visa policy, facilitating the

attraction by issuing Resolution No. 39 / NQ-CP in 2015 on the exemption of visas for the

duration people Republic of Belarus; Resolution 46 / NQ-CP dated 18/06/2015 on the

exemption of visa duration for citizens of countries: Britain, France, Germany, Spain, Italy

and continue to be extended until 2019 by Resolution 56 / NQ-CP of the Government dated

30.06.2016. At the same time, applying for the visa exemption Vietnam residing abroad and

foreigners are spouses, children of Vietnam residing overseas or citizens of Vietnam by

issuing Decree No. 82/2015 / ND-CP in 2015; which is expected to issue the electronic visa

from the year of 2017.

In the period focused the whole mining industry, diversification of tourism products, based on

four key product lines that island tourism, cultural tourism, nature tourism associated with

travel and the city. The investment-linked development of tourism products featured under 7

regions (Midlands and northern mountainous areas, the Red River Delta and the coastal

Northeast, North Central Region, South Central Coastal Region Highlands, the Mekong river

Delta, the Southeast region) is focused in recent years, creating a unique, distinctive and

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attract more tourists in the country and internationally. Gradually establish more clearly the

growth engine of tourism in Vietnam, including Hanoi - Quang Ninh - Hai Phong - NinhBinh;

Acpt Quang BinhThien Hue - Da Nang - Quang Nam; KhanhHoa - Lam Dong; BinhThuan -

Ba Ria-Vung Tau - Ho Chi Minh City - KienGiang (PhuQuoc). Linking support product

development between local travel is done on the principle of sustainable tourism

development, deployment and practical synchronization, contributing to spillovers between

regions and localities. Tourism development is a priority community development based on

exploiting the values, the cultural identity of each locality are widely deployed across the

country, creating stable jobs for the people of the nation, contributing hunger elimination and

poverty reduction.

Technical facilities investment has been gradually upgraded with modern trends

The strong development of infrastructure system air, road and sea ports along with the

development of the infrastructure system in Tourism has contributed connect tourist

destinations of Vietnam and international. The average growth rate of passenger traffic

through the airport increased by 16% every year over the period 2005-2015; reaching 63

million in 2015, an increase of 24.3% over 2014. Vietnam currently has 52 international

airlines from 25 countries and territories, with 54 international routes connecting Hanoi and

Ho Chi Minh City . Ho Chi Minh City, Da Nang, NhaTrang . Besides, not to mention

participation in the aviation market of cheap airlines such as AirAsia, Jetstar Asia, Tiger

Airways, Thai AirAsia, Cebu Pacific, Lion Air, Indonesia AirAsia, ect has provided an

opportunity to facilitate travel for tourists. With 48 domestic flights are now easily connected

tourist destinations in the country. Highway system was built and upgraded throughout the

country, improve the ability to connect and link tourism development between regions and

localities, bringing convenience to travelers.

Tourism development has attracted strong investment resources of society for systems

engineering infrastructure of the sector. Especially the appearance of a growing number of

strategic investment group in the country as VinGroup, SunGroup, MuongThanh, FLC, BIM,

Tuan Chau build the entertainment district, the hotel has the scale and world-class quality in

the key tourist areas such as Ha Long, Da Nang, PhuQuoc, NhaTrang, and more than 30

provinces / cities nationwide impetus and leverage for the development of tourism of points

come. The investment that has gradually formed the system of material and technical basis of

modern tourism, synchronized in many localities throughout the country, enhancing

competitiveness, gradually affirmed Vietnam's tourism brand under quality instruction.

Along with the continued rise in both quantity and quality of the tour operators and

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accommodation facilities. In 2010, there were 12 352 accommodation establishments with

more than 237,000 by the end of 2015, the chamber, the country had 18,800 accommodation

establishments with more than 355,000 rooms, up about 1.5 times the average growth rate in the

period 2010-2015 is 8.76% per year and 8.42% of base per year in the chamber. Notably, in the

period 2010-2015, the number of 3-5 star hotels rose higher than the overall average (16%

increase for 5-star hotels, 14% increase for 4-star hotel and 13 % increase for 3 star hotel). In

terms of international travel business, there were 888 enterprises in 2010, to the end of 2015,

1,573 businesses, an increase of 1.77 times the average growth rate of about 12.1% year.

In recent years, the national tourism image is increasingly high, a friend of the world as a

better understanding of the country and people of Vietnam is an attractive destination, safe

and friendly; contribute to strengthening friendship, cultural exchange and economic

development between Vietnam and other countries. Many organizations, websites and

international media who voted Vietnam is attractive ideal destination for tourists.

Awareness of the role of tourism development at all levels and sectors and civil society

towards positive change. The scale and scope of activities to promote domestic tourism and

international investment are expanding. Quality of tourism promotion activities to improve,

step by step promotion activities more professional. In order to create a landmark for tourism

development the Government has agreed with the policy allows the funding to support

tourism development on the basis of the partial socialization of the state capital, which has the

objective to promote activities to promote Vietnam tourism.

Hopefully, with the results achieved in recent years along with the interest, drastically from

the Party, the state and the powerful at the ministries and agencies, local authorities, business

now in the country, tourism development will actually become a key economic sector in the

near future.

2.2 Heritage site development in Vietnam

Recognizing the role of promoting cultural values and the role of communities in tourism

development, the State of Vietnam always identified tourism development must be linked

with the aim to create and promote conservation cultural values contribute to sustainable

development. This idea has been concretized in the content of the Tourism Ordinance, 1999,

which says: "The State of Vietnam tourism identified as a general economic industry, brought

profound cultural content, while ensure tourism development towards cultural tourism,

ecotourism, preservation and promotion of cultural identity, habits and customs of the people

of Vietnam" as well as in the Law on Tourism, 2005 whereby one of the basic principles for

8

tourism development is "development focus, focus towards cultural tourism - history, bao

exist, restore and promote the value of assets tourism resources ".

Based on the perspective of sustainable development and legacy of ideas and results achieved

from the development strategy of Vietnam's tourism in the period 2001-2010, the strategy of

tourism development Vietnam to 2020 and vision to 2030 gives some development

perspective which views on "tourism development must be linked to the conservation and

promotion of cultural traditions is emphasized.

To make the point of view, the strategy of tourism territorial organization in the coming

period will focus on several key areas, including the priority areas where there is potential for

tourism, especially on traditional cultural life of the community but also more difficult as the

northwestern mountain areas with cultural values of ethnic Thai, Muong, Dao, etc; Highland

geographical space of Tay Nguyen gongs and Ba Na ethnic cultures, Ede, etc .; Central

coastal province with the Ministry of Cultural Heritage and cultural world Cham Mekong

Delta and the cultural value of water.

With priority directions cultural tourism development and community tourism in the tourism

development strategy of Vietnam and with the support of the Government through the

Minister for the National Action Plan on tourism and infrastructure upgrades tourism, tourism

development activities in general, cultural tourism and community tourism in particular will

continue to have opportunities for development. Operating results of the model of

development of community tourism in Sapa (Lao Cai), cultural tourism in Hoi An (Quang

Nam), etc. are examples of the specific evidence for heritage conservation efforts and cultural

traditions and poverty alleviation through tourism development activities in Vietnam in recent

years. In some cultural attractions, tourism activities have been actively supporting material

contribution to conservation. A typical example in this regard is tourism Hoi An, in which

apart from the state budget, revenues from the sale of tickets to visit the old town each year

may deduct 55% for the repair and restoration of monuments, old house. There are old houses

are supported to 300 million.

In the next stage of development plan, tourism in Vietnam will step up research to exploit the

cultural values of the village to develop cultural tourism products of national identity ,

attractive and competitiveness competition to attract more tourists, especially international

tourists, contributing to the implementation of the strategic objectives set out. But more

important is the development of tourism through the village, will contribute to the protection

and promotion of traditional cultural values and creating community opportunities for people

9

in rural areas now account for the majority of the population in Vietnam Men, more active

participation in tourism activities, have more income to improve their lives.

Some basic orientations for the development of tourism tied to preservation and promotion of

cultural values and community development including:

- Exploit effectively the value of cultural heritage for the development of specific tourist

products with high competitiveness and attract tourists.

Currently, one of the fundamental limitations of Vietnam tourism is the lack of specific tourist

products with high competitiveness in the region and internationally. Strategy for Vietnam

tourism development in the coming period will give priority to overcome this limitation. In

this case, itself the cultural heritage, especially the world heritage tourism resources are

worth. The point is to have planning and sensible investment to transform the cultural heritage

values into tourist products competitive and attract tourists. The growth in tourists to heritage

sites will mean that the heritage value will increasingly be promoted.

- Developing tourism cultural heritage associated with the development community.

Community is an integral part of cultural heritage, in many cases the community is the soul,

the heart of the estate. Therefore, heritage tourism development are inseparable community

development in the heritage sector and benefits from tourism heritage to be shared with the

community. In this case, the community would be a positive factor contributing to the

conservation and promotion of heritage values of their homeland.

Besides the above sense, cultural tourism development linked to the community will also

exploit the indigenous cultural values contribute to a richer, more diverse tourism product

destinations, increase the attractiveness and business travel efficiency.

- Development of cultural tourism, particularly heritage tourism development must be linked

to tourism and regional countries.

To promote effectively the value of cultural heritage, especially the world heritage, promotion

of cultural tourism through cooperation with other countries in the region will have important

implications. This partnership will create the first tourist route is an inter-regional cultural and

tourist area such as routing Central Heritage, heritage tours Mekong Subregion (GMS), tourist

routes heritage East-West Corridor (WEC), etc. To mount the idea of cultural heritage

tourism, need to develop tourism links between the tourism regions; travel between Vietnam

and other countries in the region clearance some specific programs. The promotion and

development of this program is the method to effectively promote the value of cultural

heritage in Vietnam.

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2.3 Cultural tourism

Cultural tourism is formed and classified based on the classification criteria according to

tourism resources. Cultural tourism, according to the Vietnam Tourism Law (2005), provided

for in Article 4, Chapter I "is a form of tourism based on the cultural identity of peoples, with

the participation of the community to preserve and promote the traditional cultural values ".

Cultural tourism is a type of tourism to enhance visitors' understanding of the history,

architecture, economics - social, lifestyle and customs in the places they visit. Places visited

by tourists can be the cultural relics - history, museums, local festivals, art festivals, sports

(Le Thong, 2004).

According to Weaver and Oppermann (2000), cultural tourism can be classified into two

categories:

1. Cultural tourism with specific purposes: tourists usually come under this category with

predefined purposes. Often they are the scientific staff, students and professionals.

2. Tourism Cultural with the aim of synthesis: including many who are keen to expand

cultural knowledge of the world, and in order to satisfy their curiosity.

According to Nguyen and Cheung (2014) cultural tourism is sometimes seen as an economic

sector of cultural industry, that industry uses cultural elements. However, in itself is a type of

tourism in the tourism industry, called smokeless industry, essentially a business.

When it comes to cultural tourism approach cultural tourism, through tourism, is essentially

the exploitation and turning cultural products into the tourism, of the tourism product. As a

business product so that is known commercial products or product rather cultural commodity,

a commodity type of product in particular, through consumption not lost as the other common

goods but also multiply on spiritual values and social performance.

Usually, when it comes to our cultural tourism or focus on the potential advantages of culture,

whether it is the aim of exploitation. But only potential alone is still not eligible to cultural

tourism efficiently. When conducting the planning, the construction of the cultural attractions

in the model obtain nuclear work, the culture surrounding it is a synchronous system is set up

under the motto "tradition - modernity" in terms culture and meet all the best gadgets for

travelers. It is a system of roads, transportation, systems motels, hotels, restaurants and

catering staff are professionally trained and have certain knowledge about the local culture as

well as products his travel (Nguyen and Cheung, 2014).

According to the Lord (1999), cultural heritage tourism is defined as "the visit of a man

outside a host country, boosted in part or wholly by his passion for architectural history

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history, works of art, scientific heritage or lifestyle of a community, a region, or a group of

people in that country. "

According to Bruce et al., (2014), cultural tourism and heritage tourism is a form in which the

work of art, culture, and heritage is the key to attract visitors, and is home to all the focus and

activities of travelers are heading.

There are a few argued that all types of tourism are cultural tourism and heritage, because all

kinds of tourism are related to people (culture) in a natural condition, culture (heritage)

available (Bruce and Creighton, 2014).

Why today, tourism and cultural heritage has become so popular? The answer probably lies in

the huge demand for this type of tourism and also because by the benefits that this tourism

market brings. Scientific studies also show that tourists are passionate in cultural tourism and

tourism tend to have more money and are willing to spend (Bruce and Creighton, 2014). This

has a positive effect on cultural tourism activities has not really exciting capital in the past.

Moreover, cultural heritage tourism to create a lot of value for the price increase of travel

services in particular and the country as tourism in general - what a huge impact on the

quality of life in those countries.

Heritage tourism is now increasingly being developed on both aspects are basic objectives

and long term goals to go along with the operation of the major subjects as economic

development projects economic, museums, religious groups, the tourism ambassador, the

educators, the international business traveler as well as local (Lee et al., 2001).

2.4 Factors affecting the cultural tourism

The factors related to demand are factors derived from the tourists. These are factors that

belong to private life or permanent residence of tourists (KDL) has the effect of promoting or

hindering travel decisions of tourists. Many previous studies as Kosnan, Ismail and Kaliappan

(2012); or Bashagi and Muchapondwa (2009) have identified the significance of these factors

for local research.

Factors related to supply are factors directly related to local drag effect, attracting demand

KDL travel internationally with their locality. These factors are divided into three categories:

1. Group factors in human resources, culture, nature include: Human Resources for Tourism ;

resources of local tourism.

2. Group factors in the business environment and infrastructure for tourism (transport,

telecommunications, tourism.

3.Group factors in the policy framework and operational rules: The regulations and policies,

12

Environment (security situation, health and sanitation.

In addition to factors related to demand and supply, there are some other reasons to obstruct

the traveling somewhere else human. These are the factors that hinder the attraction of

international tourists, such as:The geographical distance between the place of habitual

residence and travel destination or the price of substitute goods (other destinations), The

natural disaster or man-made.

2.5. Tourist expectation

As Vroom’s (1969) the customer will expect developed countries widely from individual to

social groups through: The word of mouth, personal needs, the experience and the spread

outside (Augustyn and Ho, 1998). These effects will water spread through friends, the

consumer groups, the media and the government (Augustyn and Ho, 1998). Model

"expectantions -disconfirmation" consists of two small process should work up to assure

satisfaction of consumers: the expectation of the product / service of the consumer before the

purchase and feel of the product / consumer services after purchase. After using the product /

service, consumers compare their perceptions about actual experiences with their internal

desire (Neal and Gürsoy, 2008). Applying this theoretical model in the field of tourism, can

understand the satisfaction of guests is the process as follows: firstly, tourists formed in her

mind the expectations of travel destinations before they travel. After it, they will experience at

the destination where they can feel good or bad. Guests will compare the efficacy that concept

should bring by comparing what they expect before traveling and what they had received after

having experience at the destination. Customer satisfaction is the result of this comparison

(Hsu, et al., 2010).

2.6. Tourist satisfaction

There are many concepts of customer satisfaction, however, the authors seem to agree with

different opinions. The satisfaction or non-satisfaction of the tourists are interested in

emotions or frustrated by comparing the quality of service expected by customers (Kotler,

2001). Accordingly, customer satisfaction is a function of the quality of service as perceived

by customers. Customer satisfaction is a psychological state that customers feel about a

company (organization) when their expectations water meets or is satisfied surpass

expectations through consumer products or services breast (Oliver, 1999). According to

Cadotte, Woodruff, and Jenkins (1982) the definition, of "Satisfaction is a comparison of

expectations with experience." According to Barsky (1992) came up with 4 components of

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traveler satisfaction were: i) the expectations; ii) the implementation; iii) the confirmation or

no confirmation and iv) satisfaction.

Satisfaction visitors can help businesses achieve significant competitive advantage. The

tourists now understand what it feels like after joining the tour and the products or services

that meet the expectations of tourists or not. Tourist, there are expectations mainly from

tourism experiences in the past, information from family, friends and colleagues, in addition

to information from marketing activities. If the expectations of the tourists are not met, they

will not be satisfied, and most likely they will tell others about it.

There are many definitions of customer satisfaction. According to Oliver (1999), the customer

satisfaction is the emotional response / the whole feel of the customer to the service provider

on the basis of comparing the difference between what they getting, compared to previous

expectations. To put it simple, customer satisfaction is the status / customer perception of

service providers after using the service (Levesque and McDougall, 1996). Or according

to Kotler (2003) is the degree of satisfaction of the state of human feeling derived from

comparing the results obtained from the product or service to his expectations. Meanwhile

customer satisfaction is a corporate mission reflected the relationship between the value of

products and services compared with expectations previously on our customers. And also

based on the research, Peter and Churchill (1993) was concluded satisfaction is also a

state in which what customers need, want and expect in products and service packs are

satisfied or exceeding satisfaction, resulting in repeat purchase, loyalty and word of mouth

value of excitedly.

2.7. Tourist loyalty

Research Overview general marketing materials, travel, entertainment in particular, the

author has found that there are many studies of customer loyalty ago and have

demonstrated interest: customer loyalty as high for enterprises often results in more profit

for your business and is basically a list of steady customers. Customer loyalty is not only

stable source of income but also a positive impact on effective advertising channels

through word of mouth to friends, relatives and other potential customers about the

product / service (Shoemaker and Lewis, 1999).

Therefore, this has attracted a lot of research on customer loyalty since the concept was

defined. Oliver (1999) have defined brand loyalty as "a deeply held commitment to continue

to purchase or continue to support a preferred product or service consistently in the future,

although the situation affected and marketing efforts have the ability to create behavioral

14

change. This concept shows two different aspects of brand loyalty based on the behavior

and attitude of loyalty. So there were many concepts of customer loyalty are summarized

in Table 1.3.

Oliver (1997) proposes three phases of loyalty, including: (1) awareness, (2) emotional and

(3) the engine. These three components peaked faithful will into action, or "acting on inertia"

(performed as repeated use).

Customer loyalty is to focus on aspects of the brand and the impact at this stage, loyalty is

based solely on brand trust, therefore nature has not fully reflected loyalty. Also have

emotional loyalty towards the brand-preferred consumers have developed a preference or

attitude toward the brand.

The final stage is the motivation (behavioral intention) developed loyalty after consumers

have experience using the product or service, or both. But there is a positive impact for the

brand, so they want to continue to purchase branded products. Thus, this action is where

loyalty behaviors appear loyal state is motivated behavior change to be ready to act. At this

stage, the consumer is committed to further action to buy, or not to continue buying or deflect

obstacles can prevent this action.

Chaudhuri and Holbrook (2001) for that brand loyalty behavior is made up of the repeated

support of the brand, while the loyal attitude-brand includes a level of commitment not locate

about a unique value associated with the brand. That's why the majority of researcher’s travel,

entertainment has the combination of the concept of loyalty of consumers to tourism products,

destinations, or activities such as entertainment Baloglu research and Mangaloglu (2001).

However, Yoon and Uysal (2005) that the evaluation of the usefulness of the concept of

loyalty and its application to the tourism products and services are limited, although the

faithful have been considered is one of the important driving force in the competitive

market. Yoon and Uysal (2005) said that if the experience points to be considered as

products, tourists can choose and come back to visit or recommend to friends and family,

the loyalty of tourists are accepted by one of the behavioral approach and access to loyalty

and attitude loyalty synthesis

15

2.8 Research framework and Hypothesis

Figure 2.1 Research framework

Research hypothesis:

H1: Is there the positive relationship between the tourist expectation and tourist satisfaction?

H2: Is there the positive relationship between the tourist expectation and tourist loyalty?

H3: Is there the positive relationship between the tourist satisfaction and tourist loyalty?

H4: Are there significant differences among demographic customers related to tourist loyalty

with Hanoi?

Tourist expectation

Tourist satisfaction

Tourist loyalty

Tourist characteristic

16

Chapter III Methodology

3. 1 Research Design

Quantitative research was conducted to test the scale of the research model. This is a detailed

analysis of the data collected through questionnaires sent to the tourist to determine the

correlation of these factors together and then set out the specific results of the research

project.

This study used the questionnaire (in the level of Likert from 1- strongly disagree to 5 -

completely agree) to collect data to test hypotheses approach is applied to the test the

hypothesis of this study.

3.2 Sampling

Sampling is considered favorable and reasonable because the answer would be easy to receive

and answer the questions that do not take much time and cost. 3.1 Sampling

This study is going to conduct the survey with the tourist who are visiting the heritage site in

Hanoi such as: Imperial Citadel of Thang Long, HoanKiem Lake, 36 old stress area

3.3 Sample size

This study has a total of 21 questions in the questionnaire. Therefore, minimum standards for

the sample size of this study is 21 x 5 = 105.

3.4 Structure variables

All variables observed in the components of the service are using Likert scale of 5 levels with

a choice of 1 means strongly disagree with the statement and choose 5 is strongly agree with

the statement. Contents of the observed variables in the components are adjusted to suit the

characteristics of tourism heritage in Hanoi. Table 3.1 is the survey sample of tourism

heritage.

17

Table 3.1 Variable dimension for tourism heritage survey

Historical buildings

Culture site

History galleries

Traditional scenery

Arts(music/dance)

Architecture

Handicrafts

Festivals/Events

Historic people

Food service

Information centers

Atmosphere/people

Accessibility

Climate/Weather

Guides

Souvenirs

Theme parks

If had to decide again I would choose the destination again

Will recommend the destination to friends and relatives

Will introduce Hanoi to the social network (eg: facebook,

Twitter…)

3.5 Data analysis

Cronchach's Alpha coefficient is to test of statistical rigor used test and the correlation

between the observed variables. Accordingly, the variable correlation coefficient appropriate

sum (Corrected Item - Total Correclation) greater than 0.3 and a coefficient greater than 0.6

Alpha new view is acceptable and appropriate analysis included in the next step. Like many

researchers, if Cronbach's Alpha reach 0.8 or more, the measurement scales well and the

Attribute

Tourist loyalty

18

correlation is higher.

Chapter IV Data analysis

4.1 Demographic of tourist

This research was surveyed with international tourist at three heritage culture site of Hanoi

include: Imperial Citadel of Thang Long, Bat Trang village and Van Phuc Village. Total 350

questionnaires were sent to tourist during their trip on March, 2016 (Spring time after lunar

new year and also the festival time of Hanoi), there were 278 questionnaire returned, of which

225 questionnaires are valid to analyze that is counted for 80.9% valid rate of survey. The

background information of tourist is displayed in table 4.1.

Table 4.1 Background information of tourist

Characteristic Frequen

cy

Percent Valid

Percen

t

Cumulativ

e Percent

Sex Male 127 56.4 56.4 56.4

Female 98 43.6 43.6 100.0

Total 225 100.0 100.0

Age 18-30 42 18.7 18.7 18.7

31-45 86 38.2 38.2 56.9

46-60 66 29.3 29.3 86.2

over 60 31 13.8 13.8 100.0

Total 225 100.0 100.0

Education High School 14 6.2 6.2 6.2

Under Bachelor 31 13.8 13.8 20.0

Bachelor degree 115 51.1 51.1 71.1

Master’s degree or

higher

65 28.9 28.9 100.0

Total 225 100.0 100.0

Frequenc

y

First-timers 136 60.4 60.4 60.4

Repeaters 89 39.6 39.6 100.0

Total 225 100.0 100.0

country Europe 72 32.0 32.0 32.0

USA 47 20.9 20.9 52.9

19

China 50 22.2 22.2 75.1

Others 56 24.9 24.9 100.0

Total 225 100.0 100.0

20

In this survey, Tourist who is male is 56.4% while female is 43.6%. related to age of tourist,

the result indicates that tourist who is age of 18-30 is 18.7%, from 31-45 is 38.2% , from

46-60 is 29.3% and tourist who is over 60 year-old is 13.8 % in total 225 tourist who is

participated in this survey indicated the high age of tourist who visit to culture heritage site

in Hanoi.

Concerning the education level of tourist, the result shows that tourist who have a high

school degree is just counted for 6.2%, Under Bachelor ( vocational school) is 13.8% and

most of tourist have the bachelor degree with 51.1% while tourist who have Master’s degree

or higher is 28.9%, indicated high education level of tourist in this to culture heritage site

survey.

This study also asked for the frequency to visit Hanoi, almost tourist who is the first timer

counted for 60.4% and tourist who visited Hanoi before (Repeaters) is counted for 39.6% this

result in dictates high return rate of tourist compare with the general return rate of Hanoi in

particular and whole country.

The result shows that tourist come from Europe countries in this study is 32.0%, from USA is

20.9%, from China is 22.2% and from others countries is 24.9%.

4.2 Item scaling

In this study descriptive analysis is used for scaling the item in the questionnaire to see the

center tendency of data. The result is shown in the table 4.2.

Table 4.2 Item scaling result

N Minim

um

Maxim

um

Mean Std.

Deviation

e1 225 1 5 2.98 .899

e2 225 1 5 3.04 .896

e3 225 1 5 3.30 .799

e4 225 1 5 2.74 .915

e5 225 1 5 3.13 .783

e6 225 1 5 3.18 .853

e7 225 1 5 3.19 .820

e8 224 1 5 3.00 .968

e9 225 1 5 3.12 .969

21

e10 225 1 5 3.58 .997

e11 225 1 5 2.98 .982

e12 225 1 5 3.12 .932

e13 225 1 5 2.76 1.067

e14 224 1 5 3.51 .847

e15 225 1 5 3.16 .934

e16 225 1 5 3.07 .959

e17 225 1 5 3.27 .901

s1 225 1 5 3.49 .733

s2 225 1 5 3.04 .801

s3 225 1 5 2.10 .927

s4 225 1 5 3.04 .801

s5 225 1 5 2.97 1.060

s6 225 1 5 3.00 1.011

s7 225 1 5 3.30 .821

s8 225 1 5 3.13 .989

s9 225 1 5 3.27 .886

s10 225 1 5 3.19 .950

s11 225 1 5 3.30 .894

s12 225 1 5 3.37 .852

s13 225 1 5 3.05 .924

s14 225 1 5 3.07 .933

s15 225 1 5 3.15 .894

s16 225 1 5 3.16 .890

s17 225 1 5 3.18 .875

loy1 225 1 5 3.16 .934

loy2 225 1 5 3.07 .959

loy3 225 1 5 3.27 .901

Valid N

(listwise)

224

From the result, there are 37 item have scaled and shown the fitness data for continuing

analysis with all most item have mean value greater than 3 score.

22

4.3 Reliability

Reliability of the scale was assessed by means of internal consistency through Cronbach's

alpha coefficient. Using Cronbach's Alpha reliability coefficient to remove mismatch

variables because the variables of this garbage could create dummy elements. Table 4.3

shows the result of Cronbach's Alpha analysis

Table 4.3 Cronbach's Alpha analysis

Variable Number of item Cronbach's Alpha

Tourist expectation 17 . 942

Tourist satisfaction 17 . 916

Tourist loyalty 33 .880

The result indicate the good reliability of the scale was assessed by means of internal consistency

with all variable is above have alpha value = .7 and Corrected Item-Total Correlation is >0.3 it is

good fitness data for continuing analysis as suggested by Nunally, (1978).

4.4 Variables correlation

As one of the conditions required for the regression analysis is the independent variable must

be correlated with the dependent variable, so if at this step correlation analysis independent

variables are not correlated with the dependent variable, we kind of dependent variable this

set out the regression analysis.

The result in table 4.4 shows that all variable has good correlation together with r value bigger

than 0.3. so it is suitable to continuous analysis in the regression step.

Table 4.4 Variables correlation

EPEC SAT LOY

EPE

C

1

SAT .799**

1

LOY .874**

.588**

1

**. P< 0.01

23

4.5 Hypothesis testing

4.5.1 Tourist expectation have positive related to tourist satisfaction (H1)

For testing the relationship of tourist expectation and satisfaction, the regression is taken. This

model put the tourist satisfaction as the dependent variable and tourist expectation is

independent variable.

As the result in table 4.5 shows that F = 394.279 (P<0.05), R2 adjusted = 63.7%, β =.799

(P<0.05) indicated the significant. It can be concluded that the hypothesis H1 is strong

supported from the model when state that “There is the positive relationship between the

tourist expectation and tourist satisfaction”

Table 4.5 Relationship between tourist expectation and satisfaction

Model Unstandardized

Coefficients

Standardized

Coefficients

t Sig.

B Std. Error Beta

1 (Constant) .842 .117 7.219 .000

EPEC .725 .037 .799 19.856 .000

R2/ Adjusted R

2 .639/.637

F/sig. 394.279/0.000

4.5.2 The relationship between the tourist expectation and tourist

loyalty (H2)

For testing the relationship of tourist expectation and tourist loyalty, the regression is taken.

This model put the tourist loyalty as the dependent variable and tourist expectation is




supported from the model when state that “There is there the positive relationship between the

tourist expectation and tourist loyalty”

Table 4.6 Relationship between tourist expectation and tourist loyalty

Model Unstandardized Standardized t Sig.

24

Coefficients Coefficients

B Std.

Error

Beta

1 (Constant) -.312 .132 -2.362 .019

EPEC 1.112 .041 .874 26.897 .000

R2/ Adjusted

R2

.764/.763

F/sig. 723.473/0.000

4.5.3 The relationship between the tourist satisfaction and tourist

loyalty (H3)

For testing the relationship of tourist satisfaction and tourist loyalty, the regression is taken.

This model put the tourist loyalty as the dependent variable and tourist satisfaction is





tourist satisfaction and tourist loyalty”

Table 4.7 Relationship between tourist satisfaction and tourist loyalty

Model Unstandardized

Coefficients

Standardized

Coefficients

t Sig.

B Std.

Error

Beta

1 (Constant) .603 .240 2.508 .013

SAT .824 .076 .588 10.848 .000

R2/ Adjusted

R2

.345/.342

F/sig. 117.674/0.000

4.5.4 The differences among demographic customers related to

tourist loyalty with Hanoi (H4).

For testing the hypothesis H4 this study use t-test and anova to find the different among

25

demographic of tourist relate to loyalty with Hanoi

- The different of tourist loyalty between male and female

A t-test is used to determine whether there was a significant difference between male and

female in tourist loyalty with Hanoi. Using the anpha of 0.05, the independent t-test indicate

the that the average level of tourist loyalty of male (M= 3.1601, SD=.76041) is not difference

from female (M= 3.1667, SD=.93089), t(1) = -.058, p>0.05. It can be concluded that there is

not different of tourist loyalty with Hanoi between male and female.

Table 4.8 The different of tourist loyalty between male and female

Sex N Mean Std.

Deviation

Std. Error

Mean

t Sig. (2-

tailed)

L

O

Y

Male 127 3.1601 .76041 .06748 -.058 .954

Femal

e

98 3.1667 .93089 .09403 -.057 .955

- The differnent of tourist loyalty among age group

To test the different of tourist loyalty among age group, the ANOVA with 0.05 sig. is taken (

table 4.9) The age group includes:18-30,31-45, 46-60 and over 60 year old. The result

indicates that tourst in different age group do not have different level loyalty (F= 2.423;

P>0.05)

Table 4.9 The differnent of tourist loyalty among age group

Sum of

Squares

df Mean

Square

F Sig.

Between

Groups

4.997 3 1.666 2.423 .067

Within

Groups

151.917 221 .687

Total 156.914 224

- The different of tourist loyalty among education level

To test the different of tourist loyalty among education of tourist, the ANOVA with 0.05 sig.

is taken (table 4.10) The education level includes: High School, Under Bachelor, Bachelor

degree and Master’s degree or higher. The result indicates that tourist in different education

26

level do not have different level loyalty (F= .881; P>0.05)

Table 4.10 The different of tourist loyalty among education level

Sum of

Squares

df Mean

Square

F Sig.

Between

Groups

1.853 3 .618 .881 .452

Within

Groups

155.060 221 .702

Total 156.914 224

- The different of tourist loyalty between first time tourist and repeaters

A t-test is used to determine whether there was a significant difference between first time

tourist and repeaters in tourist loyalty with Hanoi. Using the anpha of 0.05, the independent t-

test indicate the that the average level of tourist loyalty of First-timers (M= 3.1569,

SD=.90262) is not difference from Repeaters (M= 3.1723, SD=.73015), t(1) = -.135, p>0.05.

It can be concluded that there is not different of tourist loyalty with Hanoi between First-

timers and Repeaters.

Table 4.11The different of tourist loyalty between first time tourist and repeaters

Frequenc

y

N Mean Std.

Deviation

Std. Error

Mean

T Sig. (2-

tailed)

LO

Y

First-

timers

136 3.156

9

.90262 .07740 -.135 .893

Repeaters 89 3.172

3

.73015 .07740 -.141 .888

- The different of tourist loyalty among countries

To test the different of tourist loyalty among countries of tourist, the ANOVA with 0.05 sig.

is taken (table 4.12) The countries includes: Europe countries, USA, China and Others. The

result indicates that tourist come from different countries do not have different level loyalty

(F= 1.215; P>0.05)

Table 4.12 The different of tourist loyalty among countries of tourist

Sum of

Squares

df Mean

Square

F Sig.

27

Between

Groups

2.545 3 .848 1.215 .305

Within

Groups

154.368 221 .698

Total 156.914 224

From the t-test and anova result, this study indicated that there are not significant differences

among demographic customers related to tourist loyalty with Hanoi. So the hypothesis H4 is

not supported in this study.

28

Chapter V Conclusion and recommendation

5.1 Conclusion

This thesis includes two main objectives which are to measure the international customers'

expectation and satisfaction of destination and Find out the relationship among customers'

expectation, satisfaction and tourist loyalty .Also, find out is there any significant differences

among demographic customers related to tourist loyalty . This research was surveyed with

international tourist at three heritage culture site of Hanoi include: Imperial Citadel of Thang

Long, Bat Trang village and Van Phuc Village. Total 350 questionnaires were sent to tourist

during their trip on March, 2016 (Spring time after lunar new year and also the festival time

of Hanoi), there were 278 questionnaire returned, of which 225 questionnaires are valid to

analyze that is counted for 80.9% valid rate of survey. The regression result shows that

hypothesis H1 is strong supported from the model when state that “There is the positive

relationship between the tourist expectation and tourist satisfaction”, hypothesis H2 is strong


tourist expectation and tourist loyalty” and H3 is strong supported from the model when state

that “There is there the positive relationship between the tourist satisfaction and tourist

loyalty”. However, from the t-test and anova result, this study indicated that there are not

significant differences among demographic customers related to tourist loyalty with Hanoi.

So the hypothesis H4 is not supported in this study. The result of this study is indicates the

previous research such as: the relationship between expectation and satisfaction is that

satisfaction can be conceptualized as the product of expectancy and valence (Hsu, et al.,

2010).

5.2 Recommendations

5.2.1 Management of cultural heritage in line with the real

situation of tourism

Recognizing the objectives and content management of cultural heritage in line with the real

situation of tourism, the typical cultural values of Hanoi - A convergence - Crystallization -

Shining typical cultural elite of the country's regions. At the same time, proposed a number of

suggestions to improve the efficiency of the management of cultural heritage inline with

improve the tourism service in order to attract the international tourist.

29

The management of cultural heritage of Hanoi have to establish a legal basis and Science -

Management Tools to influence subjects managed to achieve the basic goals set out. In

essence, the management of cultural heritage is the management of human activities / social

community (research, inventories, rating, repair, restore and promote the values can work

active in both forward and reverse direction to cultural heritage. Thus, also can understand

and manage cultural heritage is to establish close relations between the state authorities about

the culture and the local communities where heritage should be protected, promoted. People

often mention the following main operating modes: Heritage protection legislation and

scientific (research, build scientific dossiers submitted to the authority competent to decide

vestige). Heritage protection scientific - technical (storage, repair, reinforce, extend the life of

legacy as the original). To promote the heritage values associated with sustainable

development economically, socially.

In terms of strategy, management of cultural heritage set out the main tasks to be performed

are: Identification of the typical value of the estate and the technical conditions and the state

of the natural environment and society around the estate. Clarify the factors affecting heritage

in both directions for forward and reverse direction control negative impacts affecting the

integrity and the decline in the value of the estate.

Studies solutions to minimize conflicts that may occur during the preservation and

development of heritage areas, to create a dynamic balance between heritage conservation and

economic development society.

Promoting the values, communication and education, formation of cultural attitudes for

community activities related to heritage tourism. Mobilization of social resources, and

investment activities satisfactory repair, restore and promote the value of heritage tourism.

Experience in domestic and international are specified, want to improve the efficiency of the

management of cultural heritage tourism, Hanoi must establish the conditions necessary and

sufficient for all the activities. Issued a mechanism and policies consistent with a system of

legal documents complete impact improving the efficiency of the management of cultural

heritage, motivational activities for heritage conservation flower. Develop and strengthen the

management system and strong science, able to deploy in the social life of guidelines and

policies of the Party and State in the field of cultural heritage conservation. Training human

resources (human resources management and scientific staff - technical) quality, professional

activities in the field of cultural heritage conservation. Education and communication of

cultural heritage in order to gradually change and raise awareness of the community about the

role of cultural heritage in social life, defined social responsibility of individuals and

30

organizations in active participation in the conservation of cultural heritage. Finally the

increased investment the state budget for the conservation of cultural heritage, especially the

focus on investment in the protection and promotion of special national relics and intangible

cultural heritage can Typical of the capital.

5.2.2 Promotion activities

Hanoi needs to push some solutions for tourism promotion Hanoi as follows:

The push to build the image of Hanoi Tourism Destinations. Pictures destinations have a very

important role for the development of tourism in Hanoi. Hanoi is one of the options is a top

priority of the tourists at home and abroad. Every year, the growth of tourists in Hanoi

reached over 10%, has reached the threshold of 3 million international tourists, 15.5 million

domestic tourists. While working, the new Hanoi tourism sector focus based on natural

elements, exploiting the available products such as Van Mieu - QuocTuGiam, the Thang

Long Imperial Citadel, One Pillar Pagoda, Hanoi Old Quarter, HoanKiem and Ngoc Son

temple, Bat Trang pottery village, Van Phuc silk Hanoi Tourism untapped potential, not

create more featured products to attract customers. Pictures destinations to highlight their

potential, specific products, appropriate for the target market. Based on the market potential

and tourism objectives of Hanoi, the destination image should focus the image shown on a

tourist destination.

Second, propaganda activities to promote tourism in Hanoi should focus on promotion,

tourism promotion and advertisement in various forms on the mass media, such as

strengthening the effectiveness of the travel website, compilation publications, videotapes,

films promoting tourism; guidebooks, introduction to the resort, the unique tourism products

of Hanoi; sightseeing guide map, ... Activities promoting propaganda should focus on target

markets; actively participating tourist events to promote the image of the Capital to visitors in

new markets.

For international markets, propaganda activities to promote tourism Hanoi Notes channel to

propagate through travel publications such as Guide Book (guidebooks), editing and Hanoi

Tourism Newsletter , as CDROM Hanoi travel guide in English based on the book edited

Hanoi travel guide; Continue to maintain the tourist information desk at Terminal 1 at Noi Bai

airport and deployed registered leasing and design and construction of tourist information

desk at the terminal T2. Research building some tourist information desk in the inner city to

introduce, promote and provide tourist information in Hanoi for business tourism, the visiting

Hanoi; Continue to implement programs Hanoi Impressive propaganda broadcast on VTV to

31

promote the image of Hanoi destination. Promote communication channels such as the mass

media, the media specializing in tourism promotion at home and abroad, events and tourism

fairs in addition to other information channels such as the tourist office , travel agents at home

and abroad should be a priority to use.

5.3 Research contribution

This research is giving assessment framework tourist expectation, tourist satisfaction and

tourist loyalty based on 17 tourism heritage attributes of Hanoi, adjusted to fit the practices at

tourist sites of cultural heritage in Hanoi.Data from research projects obtained through the

collection and assessment of international travelers for the quality of services at the point of

cultural heritage tourism in Hanoi, pointed out the relationship between service quality and

satisfaction as well as their intention to act.

From the research results, the thesis proposes a number of implications for managers, the

relevant forces, in order to be able to make some adjustments to improve the quality of

service at a base di cultural property in Hanoi.

5.4 Research limitation

This research has some limitation that need to improve in the future research include: the

sample size is just reasonable and survey is just conduct in three destination of Hanoi. The

method of data analysis is just by simple regression. Future study should use explore factor

analysis to analysis 17 observation with more place and bigger sample size.

32

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Appendix :

The survey of tourist expectation and satisfaction on Hanoi heritage destination

Dear Sir or Madam,

This survey aimed to find out the factors affecting Hanoi heritage destination as a tourism

destination. Please answer the questions based on your opinion (rank from 1 = strongly

dissatisfy to 5 = totally satisfy or 1= strongly disagree to 5 = totally agree). Your answers are

important for my research. Your Personal information is kept in strict confidence and the

result of survey is for academic purpose only.

Thank for your cooperation and your precious time you spent to complete this survey!

Part I. Evaluation of Destination

1. Please indicate the expectation and satisfaction of following attributes in the Hanoi

heritage destination

Attribute

Expectation

Very low

expectation

Very high

expectation

Satisfaction

Very

dissatisfied

Very

satisfied

Historical

buildings 1 2 3 4 5

1 2 3 4 5

Culture site 1 2 3 4 5

1 2 3 4 5

History

galleries 1 2 3 4 5

1 2 3 4 5

Traditional

scenery 1 2 3 4 5

1 2 3 4 5

Arts(music/dan

ce) 1 2 3 4 5

1 2 3 4 5

Architecture 1 2 3 4 5

1 2 3 4 5

Handicrafts 1 2 3 4 5

1 2 3 4 5

Festivals/Events 1 2 3 4 5

1 2 3 4 5

Historic people 1 2 3 4 5

1 2 3 4 5

Food service 1 2 3 4 5

1 2 3 4 5

Information

centers 1 2 3 4 5

1 2 3 4 5

Atmosphere/pe

ople 1 2 3 4 5

1 2 3 4 5

37

Accessibility 1 2 3 4 5

1 2 3 4 5

Climate/Weathe

r 1 2 3 4 5

1 2 3 4 5

Guides 1 2 3 4 5

1 2 3 4 5

Souvenirs 1 2 3 4 5

1 2 3 4 5

Theme parks 1 2 3 4 5

1 2 3 4 5

2. Please indicate following the statement about your loyalty with Hanoi heritage

destination

Statement strongly

disagree

Totally

agree

If had to decide again I would choose the destination

again

1 2 3 4 5

Will recommend the destination to friends and relatives 1 2 3 4 5

Will introduce Hanoi to the social network (eg: facebook,

Twitter…)

Part II. Tourist’s Demographic Characteristics.

1. What is your gender: a. Male b. Female

2. 2. How old are you: a. 16–24 yrs b. 25–34 yrs c. 35–44 yrs

d. 45–54 yrs e. 55–65 yrs d. < 65 yrs

3. Level of Education

a. High school b. Lower university

b. Lower university degree d. Higher university degree

4. Your country :

a. Europe b. USA c. China d. Other

5. Your frequency to Hanoi

a. First time b. second time or more

department of business...

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