Factors affecting European tourists’ satisfaction in Nha Trang city: perceptions of destination quality

Purpose The purpose of this paper is to provide a deeper understanding of the different factors of destination quality in explaining European tourist satisfaction in Nha Trang city, which has one of the 29 most beautiful bays in the world and more than one million international tourists per year. The authors will also make some recommendations to attract more European visitors to Nha Trang and to increase satisfaction, as measured by their intention to return in the future. Design/methodology/approach A sample of 356 European visitors participated in this study. A structural equation modelling was applied in order to test the relationship between the constructs, and to evaluate their reliability and validity. Findings The results indicate satisfactory reliability and validity of the constructs and support the five hypotheses within a structural equation modelling. The findings highlight the importance of incorporating the roles of different factors in explaining tourists’ satisfaction. Specially, in some previous studies, the composition of the destination quality such as accommodation, food services, the retail and souvenir shops and destination attractions has a great impact on domestic tourist’s satisfaction. While the study found that the biggest factor affecting European tourist’s satisfaction was the friendliness and hospitality of the local people in Nha Trang city. Research limitations/implications Future studies should test the difference in satisfaction with the quality of destinations of European tourists to Nha Trang city. Research sample surveys should be collected in order to the magnitude and priority of key European tourist markets such as Russia, England, France, Spain and Germany. In addition, future studies should include more representative samples in other cities and include both domestic and international visitors. The proposed model intends to combine some components of tourism behaviour dimensions (value, involvement, knowledge, ambivalence, certainty, preference, trust, etc.) to test the satisfaction and destination intentional loyalty within this multidimensional perspective in a tourist destination context. The study has not considered the relationship between the increase of Russian tourists to the Nha Trang city in recent years and the decline of the European tourists (England, France, Spain, and so on). Thus, future studies should extend the model to have a more comprehensive picture about the cultural differences and cultural conflict in explaining the loyalty destination of European tourists. Practical implications Based on the research findings, the paper strongly recommends the city government to build an image of Nha Trang with friendly and hospitable people. Schools, tourism companies, and local authorities should pay attention to education and training to raise public awareness for tourism development and respect for tourists. The local government needs to develop activities to help the city residents become the typical citizen in the eyes of European tourists, contributing to the sustainable development of tourism in the city. Originality/value This study explores and tests the different factors of destination quality in explaining European tourists’ satisfaction. The research findings confirm that different dimensions of perceived destination quality are important variables to explain European tourist satisfaction.