Assessing domestic tourists’ satisfaction in Khanh Hoa province

Abstract

This study uses the HOLSAT model to analyze domestic tourists’ satisfaction at the destination of Khanh Hoa. The result of survey on 300 tourists showed that, for statements about the positive attributes of Khanh Hoa tourism, there are 4 attributes that tourists are not satisfied with tourism in Khanh Hoa (Experience - Expectation <0) including Friendly and hospitable people (-0,29), Attraction of traditional festivals and sea festivals (-0,22), Clearly listed prices of service (-0,21), Many sea entertainment activities (-0,15). Tourists also expressed high agreement on the two negative attributes of Khanh Hoa tourism: Lack of information to
promote tourism and Too many Chinese tourists.