FACTORS AFFECTING THE SATISFACTION OF DOMESTIC VISITORS AT HO CHI MINH CITY DESTINATION IN COVID-19 PANDEMIC

Abstract

Research on the satisfaction of visitors to a destination is not a new topic. However, the study in the context of COVID-19 pandemic is a new and necessary to Ho Chi Minh City. Based on the results of previous studies, this study added two new items which were scaled the factor of visitors’ satisfaction in the context of the COVID-19 pandemic. With sample size of 393 visitors, the study has identified 05 factors that really affect the satisfaction of domestic tourists. It is Safety Destination with the greatest impact, followed respectively by Travel Resources and Physical Conditions, Environment, Accommodation and ultimately Food Service, Entertainment, Shopping. Since then, 05 recommendations to enhance the domestic tourist satisfaction have been proposed to develop the City tourism in epidemic conditions.