THE ANALYSIS OF FACTORS AFFECTING TOURISTS' SATISFACTION WITH SERVICE QUALITY IN U MINH THUONG NATIONAL PARK, KIEN GIANG PROVINCE

Abstract

The study aims to analyze the factors affecting the satisfaction of tourists with eco-tourism services at U Minh Thuong National Park, Kien Giang Province. A research was conducted with 215 tourists visiting U Minh Thuong National Park ecotourism. The data are tested with Cronbach's alpha, and the exploratory factor analysis (EFA) to determine the factors that affect the level of the tourists’ satisfaction with the ecotourism service of U Minh Thuong National Park. Finally, a multi-variable regression is used to find the variables affecting tourists’ satisfaction. The results show 05 factors affecting the satisfaction of tourists about ecotourism services in U Minh Thuong National Park, including "natural resources", "infrastructure", "accommodation facilities", "service prices", and "Service style". In which, the factor "Natural resources" has the highest impact while the factor "Service style" has the lowest impact. The study proposes solutions to increase tourist satisfaction and improve people's behavior, which contribute to enhancing U Minh Thuong National Park's services and attracting more tourists.