FACTORS AFFECTING THE TOURIST SATISFACTION, LEADING TO POSITIVE WORD-OF-MOUTH ON HOMESTAY SERVICE AT THUA THIEN HUE PROVINCE

Abstract

This research is aimed to test the factors affecting the tourist satisfaction, leading to positive word-of-mouth on Homestay service at Thua Thien Hue province. The study is based on primary data collection gathered from 208 tourists in Thua Thien Hue province, and then processed with statistical tools in SPSS: descriptive statictic, internal reliability with Cronbach’s Alpha, exploratory factor analysis (EFA) and linear regression. The results have identified seven factors that affect the tourist satisfaction including: establishment, service, host provider, hedonism, price, novelty and social value. Besides, the tourist satisfaction also has positive impact to positive word-of-mouth on Homestay service at Thua Thien Hue province. Based on the findings, several suggestion are recommended to enhance the tourist satisfaction and the positive word-of-mouth on Homestay service at Thua Thien Hue province.

Keywords: Homestay, satisfaction, positive word-of-mouth, Thua Thien Hue province.