Luận văn thạc sĩ UEH factors affecting the satisfaction of festival visitors, evidence from vietnam

UNIVERSITY OF ECONOMICS HO CHI MINH CITY

International School of Business

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Nguyen Van Tho

FACTORS AFFECTING THE SATISFACTION

OF FESTIVAL VISITORS: EVIDENCEFROM VIETNAM

MASTER OF BUSINESS (Honours)

SUPERVISOR: DR. CAO HAO THI

Ho Chi Minh City – Year 2014

LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com

UNIVERSITY OF ECONOMICS HO CHI MINH CITY

International School of Business

------------------------------

Nguyen Van Tho

FACTORS AFFECTING THE SATISFACTION

OF FESTIVAL VISITORS: EVIDENCEFROM VIETNAM

MASTER OF BUSINESS (Honours)

SUPERVISOR: DR. CAO HAO THI

Ho Chi Minh City – Year 2014

LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com

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ACKNOWLEGEMENTS

I do personal believe that I would not have been successful in completing my thesis without

the conscientious support, guidance and advice of many people.

First of all, I would like to express my gratitude to Dr. Cao Hao Thi for his quiet leadership,

generous guidance and encouragement. Although faced many difficulties, his enthusiastic

guidance provided me the useful knowledge which helped me to have directions for my

study.

Secondly, I want the supervisory board know how much I appreciate them for providing

me with their available advices helped me to gain a better understanding of the subject and

creating favorable conditions for me during period of the thesis.

Furthermore, I would also like to express my deep gratitude to administrative offices of

International School of Business – University of Economics Ho Chi Minh City for their

administrative support, creating favorable conditions for me during the MBA course as

well as during the time I do this research.

Besides, I would like to give my sincere thanks to people who helped me to complete the

survey and sincere sharing my study topic.

Last but not least, I would like to send the most special thanks to my family, who are my

motivation, they supported me by their love and faith in my abilities which have helped me

in my efforts to become a better researcher.

LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com

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ABSTRACT

The main purpose of this study is to investigate key factors that affecting the satisfaction

of festival visitors in Vietnam. Based on the literature reviews, this study proposes a

conceptual framework.

A quantitative study is applied via survey method by questionnaire with sample size

investigated is 162 visitors who have ever attended festival in Vietnam to test theory,

including their feeling and comments. Multiple linear regression analysis is chosen to find

the relationship between the satisfaction of visitors at festival with festivalscape factors

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

1.3 Research questions................................................................................................. 3

1.4 Research scope ....................................................................................................... 4

1.5 Research contribution ............................................................................................ 4

1.6 Research structure .................................................................................................. 4

CHAPTER 2: LITERATURE REVIEWS....................................................................... 6

2.1 Festivalscape .......................................................................................................... 6

2.2 Satisfaction............................................................................................................. 9

2.3 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

3.3.1 Data collection............................................................................................... 21

3.3.1.1 Sample size ............................................................................................. 21

3.3.1.2 Sampling method.................................................................................... 22

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3.3.2 Methods of data analysis............................................................................... 23

3.3.2.1 Reliability measure by Cronbach’s Alpha analysis................................ 23

3.3.2.2 Validity measure by EFA ....................................................................... 23

3.3.2.3 Multiple regression analysis................................................................... 24

CHAPTER 4: DATA ANALYSIS ................................................................................ 27

4.1 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

4.4.2 The results of EFA model ............................................................................. 33

4.5 Regression analysis.............................................................................................. 36

4.5.1 Testing of the fit level of model.................................................................... 36

4.5.2 Testing of regression coefficient ................................................................... 41

4.6 The hypothesis testing.......................................................................................... 41

4.6.1 Unstandardized regression coefficient .......................................................... 41

4.6.2 Standardized regression coefficient .............................................................. 43

CHAPTER 5: 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

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v

LIST OF ABBREVIATIONS

KMO: Kaiser–Meyer–Olkin

EFA: Exploratory Factor Analysis

SPSS: Statistical Package Software for Social Science

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LIST OF FIGURES

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

Organizations ................................................................................................... 7

Figure 2.2: Program content and festival visitors’ satisfaction ........................................ 12

Figure 2.3: Staff and festival visitors’ satisfaction ........................................................... 12

Figure 2.4: Facility and festival visitors’ satisfaction....................................................... 13

Figure 2.5: Food and festival visitors’ satisfaction........................................................... 14

Figure 2.6: Souvenirs and festival visitors’ satisfaction................................................... 14

Figure 2.7: Convenience and festival visitors’ satisfaction.............................................. 15

Figure 2.8: Information and festival visitors’ satisfaction................................................ 15

Figure 2.9: Research model .............................................................................................. 16

Figure 3.1: Research process............................................................................................ 17

Figure 4.1: Model fit......................................................................................................... 32

Figure 4.2: Scatterplot ...................................................................................................... 39

Figure 4.3: Normal P-P plot of regression standardized residual..................................... 40

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