UNIVERSITY OF ECONOMICS HO CHI MINH CITY
International School of Business
------------------------------

Nguyen Van Tho

FACTORS AFFECTING THE SATISFACTION
OF FESTIVAL VISITORS: EVIDENCE FROM VIETNAM

MASTER OF BUSINESS (Honours)
SUPERVISOR: DR. CAO HAO THI

Ho Chi Minh City – Year 2014


UNIVERSITY OF ECONOMICS HO CHI MINH CITY
International School of Business
------------------------------

Nguyen Van Tho

FACTORS AFFECTING THE SATISFACTION
OF FESTIVAL VISITORS: EVIDENCE FROM VIETNAM

MASTER OF BUSINESS (Honours)
SUPERVISOR: DR. CAO HAO THI

Ho Chi Minh City – Year 2014


ACKNOWLEGEMENTS

such as program content, staff, facility, food, souvenir, convenience and information.
The results suggest that in order to have the satisfaction of tourists, it must focus on factors
such as program content, facility, food, staff, souvenir, convenience. These findings
complement theory about behavior of visitors attending festival, providing planners as well
as administrators the way to design a festival effectively.

Keywords: festivalscape, visitors’ satisfaction, Vietnam.

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TABLE OF CONTENTS
ACKNOWLEGEMENTS .................................................................................................... i
ABSTRACT ........................................................................................................................ ii
TABLE OF CONTENTS ................................................................................................... iii
LIST OF ABBREVIATIONS ............................................................................................. v
LIST OF FIGURES ............................................................................................................ vi
LIST OF TABLES............................................................................................................. vii
CHAPTER 1:

INTRODUCTION .................................................................................... 1

1.1

Problem statement .................................................................................................. 1

1.2

Research objectives ................................................................................................ 3


Previous studies about festivalscape .................................................................... 10

2.4

Research model .................................................................................................... 11

2.4.1

Hypothesis ..................................................................................................... 11

2.4.2

Conceptual framework .................................................................................. 15

CHAPTER 3:

RESEARCH METHODOLOGY ........................................................... 17

3.1

Item generation step ............................................................................................. 18

3.2

Quantitative pilot study ........................................................................................ 18

3.3

Quantitative main study ....................................................................................... 21


CHAPTER 4:
4.1

DATA ANALYSIS ................................................................................ 27

Data collection ..................................................................................................... 27

4.1.1

Filter the data ................................................................................................. 27

4.1.2

Coding ........................................................................................................... 27

4.2

Descriptive statistics ............................................................................................ 27

4.3

Reliability analysis ............................................................................................... 30

4.4

Exploratory Factor Analysis ................................................................................ 33

4.4.1

System of testing for EFA ............................................................................. 33


CONCLUSIONS AND RECOMMENDATIONS ................................. 45

5.1

Conclusions .......................................................................................................... 45

5.2

Recommendations ................................................................................................ 47

5.3

Implications of the study ...................................................................................... 48

5.4

Limitation and further research ............................................................................ 49

REFERENCES .................................................................................................................. 50
APPENDIX 1: QUESTIONAIRE – ENGLISH VERSION ............................................. 55
APPENDIX 2: QUESTIONAIRE – VIETNAMESE VERSION ..................................... 59
APPENDIX 3: THE DATA ANALYSIS RESULTS ....................................................... 64

iv


LIST OF ABBREVIATIONS
KMO:




LIST OF TABLES
Table 3.1: Factors and items summary ............................................................................. 20
Table 4.1: Coding the items of festivalscape factors ........................................................ 28
Table 4.2: The profile of respondents ............................................................................... 29
Table 4.3: Reliability statistics .......................................................................................... 31
Table 4.4: KMO and Bartlett’s test ................................................................................... 33
Table 4.5: Rotated component matrixa ............................................................................. 34
Table 4.6: The retest of reliability analysis....................................................................... 35
Table 4.7: Model adjusted through reliability analysis and EFA ..................................... 36
Table 4.8: Casewise diagnosticsa ...................................................................................... 37
Table 4.9: Model summaryb .............................................................................................. 37
Table 4.10: ANOVAa ........................................................................................................ 38
Table 4.11: Correlations.................................................................................................... 38
Table 4.12: Coefficientsa ................................................................................................... 41
Table 4.13: Hypothesis testing .......................................................................................... 42
Table 4.14: The importance level of factors ..................................................................... 43

vii


CHAPTER 1: INTRODUCTION
The first part of this chapter is the statement of tourism problem as well as the satisfaction
of festival visitors. Then, this chapter shows the aims of the study in research objectives
part and identifies the research questions. And finally, in turn, this chapter provides scope,
contribution and structure of this research.
1.1

Problem statement

Among these diverse festivals, there are many festivals attracted a lot of tourists across the
country as well as oversea such as Hue Festival, Da Lat Flower Festival, Ha Long Tourism
Festival, Da Nang International Fireworks Festival... The festivals contained
characteristics of each locality not only introduce to foreign visitors a Vietnam which is
dynamic, modern but rich in cultural traditions, diversifying the types of tourism products
but also help Vietnamese tourists learn more about the abundant and diversity cultural of
their hometown.
Besides positives, festivals in Vietnam still exist the obvious weakness, which is about the
quality of performance organization, products sold in festivals as well as service demands
of tourists. In fact, the plans of organizing festivals are too widespread, lack of
government’s management, lead to the triteness for the sense of festivals. Moreover,
although the infrastructure system has been invested to upgrade, it is still lack of uniformity
among regions, and tourist sites. The labor resources are numerous but still have weak
constraint qualification. Besides, there are many other problems caused by the shortage of
profession in all preparing steps, inconsistence in organizing. Those problems certainly
make tourists afraid to visit and return because the factors about the profession in
performance organization, staffs’ qualification as well as quality of products have direct or
indirect effects on the satisfaction of tourists. With the actual situation stated above,
remedies are necessary for the development of Vietnam’s tourism. In other words, finding
out the factors affecting the satisfaction of domestic tourists is extremely important,
because before making the tourists all over the world impressed, the background of history,
the diversity and richness of the culture have to be judged perfectly by Vietnamese.
Therefore, government and the representative of functional departments have been

2


proposed a series of measures to improve those problems, they urged businesses to invest,
build, manage and train the friendly, professional organizing staff of the festival to attract
tourists.


1.4

Research scope

Vietnam is a multi-nationality country with 54 ethnic groups so there are many festivals
filled with cultural particularities of each region organized every years. This means it is
completely unfeasible to survey tourists’ comments at all festivals all over the country.
Therefore, the surveyed object is tourists attended the most famous festivals of Vietnam
such as Hue Festival, Da Lat Flower Festival, Nha Trang Sea Festival, Ha Long Tourism
Festival, Da Nang International Fireworks Festival and some other festivals.

1.5

Research contribution

Basically, this study demonstrates that factors affecting the satisfaction of festival tourists
has been recognized as an important motivation for tourism market development of our
country because of its several benefits. The analysis of the tourists’ satisfaction at festivals
will help investors and tourism enterprises to arrange as well as redefine their portfolio
then have more basis to set out the strategic plan for the tourism market, the contribution
to the field is threefold. The first one is, determine factors which affecting to the visitors’
satisfaction at festival, this may help tourism marketers to understand their customers’
demand. Second, analyzing the influences of these factors as well as discovering the
relationship between the policy elements of festivals with the visitors’ satisfaction can help
tourism planners to propose organization plans to overcome the shortcomings which affect
demand of domestic tourists. And finally, the recommendations are suggested to improve
the visitors’ satisfaction when enjoying festivals in Vietnam.
In addition, this study implements theories in this field-satisfaction research. The findings
should strengthen knowledge about tourist’s standard requirements about festivals they

the influence of factors which the previous researchers proposed from their studies, impact
to the visitors’ satisfaction at festivals. And finally is the (4) model of the research which
concludes the hypotheses and the conceptual framework.
2.1

Festivalscape

The concept about “festivalscapes” is mentioned firstly by Lee et al. (2008). According to
Lee et al. (2008), this concept based on the environmental psychology theory that statement
tangible environment is a factor impact to emotion of customer in an environment, for
example, retail environments or physical environments (Mehrabian & Russell, 1974).
There are many cues build a festiavalscape, in which retail environments and service
quality as well as customers’ satisfaction is typical cues (Lee et al., 2008).
With the retail environments, Lee et al. (2008) defines that it similar a type of customer
patronage while the physical environments influence to the service quality as well as
customer’s satisfaction in a service is called servicescape (Bitner, 1990).
Booms & Bitner (1982) states servicescape is an environment that seller and buyer interact
together through tangible commodities to take place a service, so the tangible influence
internal responses and behaviors of customer (Baker et al., 1994). Next, Bitner (1992) gives
the objective physical factors such as noise, quality, equipment, signage, lighting, color,
style...which is called physical surroundings influence to customer’s satisfaction and
purchasing intentions. And Bitner (1992) also states that every company can improve
above objective physical factors to impact customer reactions.
The servicescape includes three composite dimensions (see in Figure 2.1), these are (1)
ambient conditions, (2) spatial layout and functionality (3) signs, symbols and artifacts
(Bitner, 1992).

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INTERNAL
RESPONSES

MODERATORS

Employee
Response
Moderators

Emotional
. mood
. Attitude

BEHAVIOR

Physiological
. paint
. comfort
. movement
. physical
fit

Approach
. affiliation
. exploration
. stay longer
. commitment
. carry out plan
Avoid

Physiological
. paint
. comfort
. movement
. physical
fit

Approach
. affiliation
. exploration
. stay longer
. commitment
. carry out plan
Avoid
(opposite
of approach)

Figure 2.1: Framework for Understanding Environment-User Relationships in Service Organizations
7


Some researchers define that ambient conditions are a factor impacts perceptions of human
responses to the environment (Baker, 1987). Ambient conditions generally is influenced
by five main senses of the environment, they are temperature, lighting, noise, music and
scent. Besides, some imperceptible dimensions such as gases, infrasound and chemicals
may be profound effects (Russell & Snodgrass, 1987). The second dimension is spatial
layout and functionality is an important physical surroundings particularly. According to
Bitner (1992) “spatial layout refers to the ways in which machinery, equipment, and
furnishings are arranged, the size and shape of those items, and the spatial relationships
among them. And functionality refers to the ability of the same items to facilitate


The satisfaction of customer is their evaluation, which is about extent of product or service
respond their wants and needs (Czepiel et al., 1974). In other definition, the satisfaction of
customer is a pleasure or disappointment feeling when a performance or outcome of
product is different or same likely his or her expectation (Kotler & Keller, 2006).
There are two type of satisfaction, the overall satisfaction and the attribute satisfaction. The
overall satisfaction is evaluation through purchasing and experience in goods and service
(Anderson et al., 1994), is holistic evaluation after purchasing (Fornell, 1992). The attribute
satisfaction is subjective evaluation of the customer from observations of attribute (Oliver,
1993). An attribute analysis has higher diagnostic value than an overall analysis because
each question is respective with each attribute (Griffin & Hauser, 1993). The overall
satisfaction and attribute satisfaction is suitable in the hospitality and tourism industry
(Hughes, 1991). Therefore, with the festival in particular, the festival satisfaction is “a sum
of the experiences the attendees had at the festival” (McDowall, 2011) or “overall festival
value evaluated by the composite of quality dimensions” (Yoon et al., 2010).
In addition, there is a problem which may influence to the satisfaction, that is demographic
factors such as gender, age, education and income (Mensah, 2013). For example, women
tourists evaluate about overall satisfaction with the intangible factor higher than men
tourists (Ekinci et al., 2003). The age is also an important factor influence to the overall
satisfaction, (Terry & Israel, 2004). However, the age and the marital status do not
influence perception of tourists about the overall satisfaction (MacKay & Fesenmaier,
1997). Therefore, gender, age or marital status in particularly or the demographic in
generally is not important factor in the overall satisfaction (Schofield & Thompson, 2007).
9


2.3

Previous studies about festivalscape


places and atmosphere, hotel and restaurant offers, souvenir availability tend to affect the
emotions. Remaining, the information and facilities cue seem not affect.
Finally, to identify factors related to the festivalscape that affect visitors’ satisfaction, Anil
(2012) examines some variables such as the antecedents of the festival visitors’ satisfaction
such as staff, festival area, food, souvenir, informational adequacy, and convenience.
Author finds three main dimensions impact to the festivalscape, these are the food, festival
area and convenience. In which food dimension is the strongest factor for visitors’
satisfaction, this is not in line with previous studies. Other dimensions such as souvenir,
staff, and informational adequacy, unexpectedly, do not influence the satisfaction. The
author explains that “the city and festival venue are small, more explicit information,
guides and staff are either low or are regarded as unnecessary”.

2.4

Research model

2.4.1

Hypothesis

From the theoretical background above with previous studies, to test the elements such as
program content, staff, facility, food, souvenirs, convenience, information affect festival
visitors’ satisfaction or not, this study poses following hypotheses as following:
Firstly, festival program content is strong in driving positive emotion and patron
satisfaction (Lee et al., 2008). Like the claim of this research, the festival program is also
stated that it is the dimension most strongly associated with value (Yoon et al., 2010).
Therefore,
Hypothesis 1: There is a positive relationship between program content and festival
visitors’ satisfaction.
Hypothesis H1 is presented in Figure 2.2


Exhibition program

H1+

VISITORS’
SATISFACTION

Figure 2.2: Program content and festival visitors’ satisfaction

Secondly, it is supposes that staff is one of dimensions have an effect on the visitors’
satisfaction level (Özdemir & Çulha, 2009). Although effects are less pronounced than
others, staff behavior also appears to affect hedonism as well as satisfaction of attendees’
festival (Grappi & Montanari, 2011). Consequently,
Hypothesis 2: There is a positive relationship between staff and festival visitors’
satisfaction.
Hypothesis H2 is presented in Figure 2.3
STAFF
-

Kind guides and staff

-

Quick responsiveness on request

-

Willingness to help


-

Comfortable festival site

-

Facilities of festival site

-

Space/size of festival site

-

Cleanness of festival site

-

Atmosphere of festival site

-

Layout of festival site

H3+

VISITORS’
SATISFACTION

Figure 2.4: Facility and festival visitors’ satisfaction


VISITORS’
SATISFACTION

Figure 2.5: Food and festival visitors’ satisfaction

Fifthly, souvenir is one of elements have effect on satisfaction of tourists (Özdemir &
Çulha, 2009). Moreover, it is also stated that souvenir is one of four quality dimensions
which are presumed to be major contributors to festival satisfaction (Yoon et al., 2010).
Accordingly,
Hypothesis 5: There is a positive relationship between souvenirs and festival visitors’
satisfaction.
Hypothesis H5 is presented in Figure 2.6
SOUVENIRS
-

Variety of souvenirs

-

Quality of souvenirs

-

Price of souvenirs

H5+

VISITORS’
SATISFACTION

SATISFACTION

Figure 2.7: Convenience and festival visitors’ satisfaction

Last but not least, information is also one dimension of satisfaction were derived from the
factors (Özdemir & Çulha, 2009). As a result,
Hypothesis 7: There is a positive relationship between information and festival visitors’
satisfaction.
Hypothesis H7 is presented in Figure 2.8
INFORMATION
-

Installed signboards

-

Prepared pamphlets

H7+

VISITORS’
SATISFACTION

Figure 2.8: Information and festival visitors’ satisfaction

2.4.2

Conceptual framework

Also from theoretical background as well as hypotheses were gave, this study proposes a


INFORMATION
Figure 2.9: Research model

In summary, after mentioning theories about festivalscape, satisfaction which basing on
the previous studies, this study proposes that the visitors’ satisfaction at festival is
positively affected by program content, staff, facility, food, souvenir, convenience and
information. Henceforth, this study develops a research model including seven hypotheses
between the festivalscape factors and visitors’ satisfaction.

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