The factors influence on quality of tourism services at Cai Rang floating market, Can Tho city

Abstract

The study identifies the factors that affect the quality of tourism services at Cai Rang floating market, Can Tho city. Several methodologies such as descriptive statistics, Pearson correlation, Scale Reliability Analysis, Exploratory Factor Analysis (EFA) and the Multiple Variable Regression are applied in this research. The authors use SERVPERF model including 8 elements: natural environment, culture, responsiveness, assurance, empathy, infrastructure, security and safety, and price to evaluate the satisfaction of tourists about the quality of tourism services at Cai Rang floating market. The study’s result indicates that Culture has stronger influence than other factors. Visitor’s satisfaction about tourism at Cai Rang floating market is as follows: 16% - satisfied, 10,9% - very satisfied; 44,6%: dissatisfied and 6,3%: completely dissatisfied.