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

Abstract

Based on the additional Functioning Tourism System (FTS) model of Gunn (Gunn, 1988; Gunn & Var, 2002; Herrin, 2015; Huyen, 2020), the concepts of service quality and tourist satisfaction, this study proposes a model to assess tourists’ satisfaction on service quality at the cultural heritage tourist destinations. The research model includes the following factors: Cuisine service, Entertainment service, Accommodation service, Transportation service, Cultural heritage knowledge service and Heritage characteristics. The study used a quantitative research method with a sample of 400 responses from domestic and international tourists. The research results show that the overall level of tourists’ satisfaction about the tourist destination as well as the quality of cultural heritage tourism services in the Van Mieu - Quoc Tu Giam heritage site is good. The most satisfied tourists are the nature and characteristics of the Van Mieu - Quoc Tu Giam, followed by the cuisine service factor at this heritage site, then the cultural heritage knowledge service about the Van Mieu - Quoc Tu Giam, accommodation service and entertainment service and finally transportation service.