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Factors Affecting Customer Satisfaction with Rural Tourism Services in Vietnam: A Comprehensive Study

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  • Vu, Manh- Cuong
  • Pham, Thi- Nhan

Abstract

This comprehensive study explores the factors influencing customer satisfaction in rural tourism services in Vietnam. It delves into key determinants such as destination image, tourist expectations, Perceived product and service quality, Perceived value, and overall satisfaction. Combining quantitative surveys and qualitative interviews, the research highlights the interplay of these factors and their cumulative impact on tourist satisfaction. The findings underscore the importance of crafting positive destination images, managing expectations, and delivering high-quality products and services to enhance customer satisfaction in Vietnam's rural tourism sector.

Suggested Citation

  • Vu, Manh- Cuong & Pham, Thi- Nhan, 2023. "Factors Affecting Customer Satisfaction with Rural Tourism Services in Vietnam: A Comprehensive Study," Asian Journal of Agricultural Extension, Economics & Sociology, Asian Journal of Agricultural Extension, Economics & Sociology, vol. 41(11), pages 1-13.
    • Handle: RePEc:ags:ajaees:367794
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    File URL: https://ageconsearch.umn.edu/record/367794/files/Vu41112023AJAEES107976.pdf
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    References listed on IDEAS

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    1. Ko Koens & Albert Postma & Bernadett Papp, 2018. "Is Overtourism Overused? Understanding the Impact of Tourism in a City Context," Sustainability, MDPI, vol. 10(12), pages 1-15, November.
    2. Tao Zhang & Junyu Chen & Baoliang Hu, 2019. "Authenticity, Quality, and Loyalty: Local Food and Sustainable Tourism Experience," Sustainability, MDPI, vol. 11(12), pages 1-18, June.
    3. Xiaoting Chi & Seul Ki Lee & Young-joo Ahn & Kiattipoom Kiatkawsin, 2020. "Tourist-Perceived Quality and Loyalty Intentions towards Rural Tourism in China," Sustainability, MDPI, vol. 12(9), pages 1-18, April.
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