Factors Affecting the Satisfaction of Visitors to Đà Lạt Flower Festival 2012
144 | Hà Nam Khánh Giao
Factor Affecting the Satisfaction of Visitors
Factors Affecting the Satisfaction of Visitors
to Đà Lạt Flower Festival 2012
HÀ NAM KHÁNH GIAO
Assoc. Prof. Dr., University of Finance and Marketing
LÊ THÁI SƠN
M.A., University of Yersin, Đà Lạt
Email: sonphoto@gmail.com
ABSTRACT
The research aims to investigate factors affecting the satisfaction of visitors to a
national festival, i.e. the Đà Lạt Flower Festival 2012, on the basis of 500 respondents
visiting the festival. The SERVQUAL by Parasuraman et al. (1988) with some
adjustments is used. The SPSS software is also employed to perform the Cronbach’s
alpha, EFA, and multiple regression analysis.
The results indicate that the visitors’ satisfaction is sharply affected by five
following factors, in order of importance, (1) tangibles, (2) empathy, (3)
responsiveness, (4) reliability, and (5) assurance. The research also extends several
recommendations to the festival organizers in order to enhance the service quality and
the visitor’s satisfaction.
Keywords: Festival, satisfaction, service quality, SERVQUAL, SERVPERF
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1. AN OVERVIEW OF FESTIVALS IN VIETNAM
According to the 2009 stats, there are 7,966 festivals in Vietnam within a year. Of
them there are 7,039 folk festivals (88.36%), 332 historical ones (4.16%), 544 religious
ones (6.28%), 10 adapted ones (0.12%) and others (0.5%). Additionally, Vietnam, in
past years, has invented various festivals for kite flying, boating, fireworks, coffee, tea,
flowers, rice, etc. making the spiritual life of local people more diverse and original.
The organization of a festival always entails various activities and services related
to accommodation, fairs, exhibitions, workshops, recreation, sightseeing, etc. in every
corner of the host locality. Since a festival is organized on the basis of the local and
national demand, it is a marketing problem, the answer to which lies in the visitor‟s
satisfaction. The fact that a festival is successfully organized and visitors are satisfied
will definitely help polish the local image as well as its brand names, promote the
infrastructural development, enhance the human resource competence and economic
growth, and diversify the local spiritual life.
The Đà Lạt Flower Festival was first organized in 2005; and there thus far have
been four flower festivals respectively held in 2005; 2007; 2010; and 2012. Its success
reflects positive impacts of the festival on the cultural and spiritual life of the local
people as well as further development of Lâm Đồng Province in general and of Đà Lạt
in particular.
This is the first research on the satisfaction of visitors to Đà Lạt Flower Festival.
The author humbly hopes it will partly contribute to the successful organization of next
flower festivals.
2. THEORETICAL BACKGROUND AND RESEARCH MODEL
A festival often entails various services whose results are generated by interactions
between service providers and visitors, as well as activities of providers to serve
customers (ISO 9004-2:1991E). In order to measure the satisfaction of visitors, it is
necessary to measure the service quality which is shown throughout the interactions
between service providers and visitors (Svensson, 2002).
Many researchers have been endorsing the opinion of Parasuraman et al. (1985)
saying that the service quality is determined by the difference between customer‟s
expectations and their evaluations of the service they received. Hà Nam Khánh Giao
and Nguyễn Tấn Vũ (2011) regard the customer satisfaction as the convergence of the
146 | Hà Nam Khánh Giao
Factor Affecting the Satisfaction of Visitors
enterprise‟s competence and customer needs or the individual perception arising from
comparison of received service quality with their own expectations.
By employment of SERVPERF (Cronin &Taylor, 1992), Jasmina Gržinić (2007)
measured the service quality satisfaction of residents in Riviera Resort. The five-point
Likert scale shows that the service quality of Riviera Resort is affected by four factors:
(1) empathy, (2) responsiveness, (3) reliability, and (4) tangibles. Mahdavinia Seyed
Hessamaldin (2008), in his study on Customer Satisfaction in Four Star Isfahan Hotels
using SERVPERF, arrives at a conclusion that the service quality of studied hotels is
affected by four factors namely (1) tangibles, (2) responsiveness, (3) reliability, and (4)
empathy.
The recommended research model is based on aforementioned theoretical and
practical premises for Festival and is exhibited in Figure 1.
Reliability
(TC)
Responsiveness
(ĐU)
Visitor’s satisfaction
Assurance
(HL)
(BĐ)
Empathy
(ĐC)
Tangibles
(HH)
Figure 1: Recommended Research Model
JED No.214October 2012 |147
3. RESEARCH RESULTS
a. Qualitative Research:
In the preliminary research (i.e. group discussions), the SERVQUAL is adapted to
establish an appropriate scale and a questionnaire which is to be utilized to conduct
mock interviews with 10 visitors. Then expert opinions will be consulted to adjust the
wording of the questionnaire.
The adjusted measurement scale will then be utilized for the quantitative research.
Observed variables (36 statements) are measured by the five-point Likert scale with 1
as „absolutely disagree‟ and 5 as „absolutely agree‟.
b. Survey:
The survey was carried out during the Đà Lạt Flower Festival 2012 (i.e. from Dec.
30, 2011 to Jan. 3, 2012); and 500 questionnaires were randomly disseminated among
visitors at main venues of the festival as “Beautiful Flower Spaces”, “International
Gallery and Exhibition of Flowers”, “Street Festival – Flowers and Light”, “Flower
Exhibition and Street Parade”, and “Wine Festival Night”. However, of 500 returned
questionnaires, there are 136 inappropriate ones for lack of necessary information; and
thereby there are 364 ones left for further analysis.
c. Sampling:
Attributes of the research sample are presented in Table 1.
Table 1: Sample Characteristics
Characteristics
Frequency
As %
Age
From 18-25
From 26 – 35
From 36 – 45
Over 45
135
114
68
37.1
31.3
18.7
12.9
47
Purpose of festival participation
Excursion
94
40
25.8
11.0
Relaxation
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Factor Affecting the Satisfaction of Visitors
Convention
12
165
53
3.3
Festival participation
Others
45.3
14.6
Monthly income level
None
6
1.6
Under VND3mn
From VND3mn to VND5mn
From VND5mn to VND10mn
Over VND10mn
Marital status
84
23.1
31.9
31.9
11.5
116
116
42
Single
186
178
51.1
48.9
Married
d. Testing Measurement Scale and Model:
The Cronbach‟s Alpha coefficients of the service quality scales for Đà Lạt Flower
Festival 2012 in Table 2 are equal to or larger than 0.699; and the item-total correlation
coefficients are larger than 0.3 after leaving out a variable. In other words, all of the
measurement scales are reliable and will be utilized for EFA (Nunnally & Burnstein,
1994).
Table 2: Cronbach’s Alpha Coefficients of Each Factors Affecting the Visitor’s
Satisfaction
Cronbach’s
Minimum item-
total correlation
Measurement scales
Reliability (TC)
N
Alpha
6
6
0.757
0.778
0.699
0.772
0.853
0.463
0.459
0.389
0.516
0.418
Responsiveness (ĐU)
Assurance (BĐ)
Empathy (ĐC)
4
4
Tangibles (HH)
10
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Visitor‟s satisfaction (HL)
5
0.845
0.573
The EFA results show that there are six factors with the Eigenvalue of 1.019 and the
variance is 57.474%. Of observed variables, the factor loading of HH4 is 0.22 (<0.3)
and BĐ2 cannot measure the visitor‟s satisfaction; and thus both are omitted.
Accordingly, the Cronbach‟s alpha of BĐ falls to 0.688 from 0.699 whereas that of HH
is unchanged.
The EFA is performed again. There are five factors with the Eigenvalue of 1.13 and
the variance of 56.135%. The results show that the factor loading and difference of
observed variables are acceptable. In addition, the KMO value of 0.938 and the very
small Sig. value prove that the EFA results are reliable. Observed variables are
arranged and named in accordance with a principle that one with its factor loading in
favor of a dimension will be transferred to that dimension (Table 3).
Table 3: EFA Results and the Cronbach’s Alpha of Factors Affecting Service Quality
ofÑaø Laït Flower Festival 2012
Factor loadings
Observed variables
HH
BĐ
ĐC
TC
ĐU
HH3 The festival is well decorated and
catchy.
0.553
0.532
0.533
HH6 There are numerous utility services.
HH7 Convenient traffic among main
venues of the festival.
HH8 Good ATM services
0.665
0.688
0.688
HH9 Equipment used in events is modern.
HH10 Festival attendants are well dressed.
ĐU4 Visitor‟s demands are timely met.
ĐU6 It is convenient to use merchandises.
BĐ3 Experiences are transferred.
0.577
0.513
0.699
BĐ4 Demands for amusements, excursion,
0.634
researching, etc. are satisfied.
150 | Hà Nam Khánh Giao
Factor Affecting the Satisfaction of Visitors
ĐC2 Getting preferential treatment
0.582
ĐU1 There are many shopping malls and
0.480
outlets.
BĐ5 Communication is facilitated.
0.568
0.679
0.475
ĐC1 There is (a/your) favorite activity.
ĐC3 The activity timetable is appropriate.
ĐC4 There are numerous night
0.567
0.558
0.467
amusement centers
HH1 Events are held in appropriate
venues.
HH5 Diverse and original souvenirs are
available.
TC1 Rented rooms are identical to
descriptions in the signed contract.
0.566
0.658
0.692
TC2 Safety is secured during the traveling
TC3 Public means of transport are
available.
TC4 Information related to the festival is
publicized.
0.445
0.505
0.473
ĐU2 Entrance price is reasonable.
ĐU3 Attendants are hospitable and
courteous.
HH2 Local coach stations and airport are
convenient enough for departure and
arrival.
0.454
TC5 Many activities are available for
visitors to take part in.
0.742
0.580
0.682
TC6 Activities are well organized.
ĐU5 Activities are attractive and
interesting.
Eigenvalue
10.231
1.606
1.475
1.275
1.130
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Extracted variance
12.584
0.815
11.423
0.800
11.248
0.824
11.239
0.791
9.140
0.751
Cronbach‟s Alpha
The Spearman‟s Rho (Table 4) shows that there is a correlation between
explanatory variables and dependent one, which ranges between 0.481 and 0.662 (not
exceeding 0.85). This implies that measurement scales can be employed to measure
studied dimensions.
Table 4: Correlation among Studied Dimensions
HH
BĐ
ĐC
TC
ĐU
TM
Spearman's Rho
1.000
0.613**
1.000
0.633**
0.623**
1.000
0.585**
0.617**
0.607**
1.000
0.481**
0.549**
0.620**
0.526**
1.000
0.662**
0.521**
0.586**
0.496**
0.489**
1.000
HH
BĐ
ĐC
TC
ĐU
HL
0.613**
0.633**
0.585**
0.481**
0.662**
0.623**
0.617**
0.549**
0.521**
0.607**
0.620**
0.586**
0.526**
0.496**
0.489**
**: The Spearman‟s Rho has the statistical significant level at 0.01; n=364
e. Regression Analysis Results:
Tables 5, 6 and 7 set forth the multi-variable regression results concerning the
service quality of Đà Lạt Flower Festival 2012. The regression model is comprised of
five explanatory variables and a dependent one.
Table 5: Complete Multi-Variable Regression Model
Model
R
R2
Adjusted R2
Estimated error
Durbin-Watson
1
0.700a
0.489
0.482
0.44581
1.851
152 | Hà Nam Khánh Giao
Factor Affecting the Satisfaction of Visitors
Table 6: ANOVA
Model
Sum of square
68.202
df
5
Mean square
13.640
F
Sig.
1
Regression analysis
Residual
68.631
0.000a
71.152
358
363
0.199
Total
139.354
Table 7: Variable Coefficients in the Regression Model
Unstandardized
coefficient
Standardized
coefficient
Multicollinearity
Tolerance VIF
Standard
error
Model
t
Sig.
β
β
constant
HH
0.828
0.381
0.073
0.157
0.090
0.113
0.175
0.057
0.058
0.064
0.055
0.044
4.725
0.000
0.384
0.073
0.146
0.090
0.128
6.689** 0.000
0.434
0.441
0.397
0.463
0.566
2.307
2.267
2.518
2.159
1.767
BĐ
1.277
2.443*
1.626*
2.559*
0.203
0.015
0.105
0.011
ĐC
TC
ĐU
Adjusted R2 = 0.482; F = 68.631** denotes the statistical significance of F=0.000
Independent variables: HH; BĐ; ĐC; TC; ĐU
Dependent variable: HL
Note: ** and * respectively denotes the statistical significance ρ<0.001 and ρ<0.05
Table 5 shows that the adjusted R2 reaches 0.482 and the Durbin-Watson coefficient
lies within the range of 1 to 3. The F-test produces the extremely minute significance
(ρ=0.000). Apparently, the regression model is appropriate to the collated data; and the
compatibility of the model reaches 48.2%; in other words, the model can explain
48.2% in the variation of the dependent variable (Trọng & Ngọc, 2008).
JED No.214October 2012 |153
The visitors‟ satisfaction with service quality in Đà Lạt Flower Festival 2012 can be
expressed in the following linear regression equation:
HL = 0.828 + 0.381.HH + 0.073 BĐ + 0.157 ĐC + 0.09 TC + 0.113 ĐU
Positive regression coefficients imply that factors of the regression model increase
the service quality in Đà Lạt Flower Festival 2012. As Table 7 shows, the variable
“tangibles” has the strongest impact on the service quality (β = 0.384), and is
respectively followed by “empathy” (β = 0.146), “responsiveness” (β = 0.128),
“assurance” (β = 0.09) and “reliability” (β = 0.073). Despite their lack of statistical
significance (ρ>0.05), the correlation coefficients of the two latters indicate that they
retain a positive relationship with the visitor‟s satisfaction; and thus it should be
thoroughly weighed before adding them to the model.
f. Analyzing Visitor’s Evaluation of Studied Dimensions:
Means produced from the descriptive statistics will be employed to evaluate the
visitor‟s perception of studied dimensions. As Table 8 indicates, visitors have quite
good comments on the service quality of Đà Lạt Flower Festival 2012 (Mean =
3.9566). Specifically, the statistical means of “empathy”, “responsiveness”,
“tangibles”, “assurance” and “reliability” respectively reach 3.9266; 3.8709; 3.8494;
3.755; and 3.6954. In short, it is possible to state that visitors wish to have more
interesting activities and many amusement centers; and once organizers can meet these
needs, the visitor‟s satisfaction will be enhanced.
Table 8: Descriptive Statistics of Visitors’ Evaluation of Studied Dimensions
Factors
Tangibles (HH)
Mean
3.8494
3.7555
3.9266
3.6954
3.8709
3.9566
Standard deviation
0.62420
N
364
364
364
364
364
364
Assurance (BĐ)
0.61254
Empathy (ĐC)
0.57842
Reliability (TC)
0.62210
Responsiveness (ĐU)
Visitors‟ satisfaction (HL)
0.70165
0.61959
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Factor Affecting the Satisfaction of Visitors
4. DISCUSSION
The research can contribute to the enhancement of visitor‟s satisfaction as follows:
a. Tangibles:
Visitors are often attracted by events that are well-organized and well-decorated. In
practice, if a festival is widely advertised and equipped with modern facilities,
convenient public means of transport, available ATMs, etc. visitors will be attracted
and satisfied.
b. Empathy:
This factor reflects a caring attitude toward each visitor and can be deduced that
once a person visits a festival, they have a lot of opportunity to participate in various
sightseeing tours, enjoy their favorite programs, and shop in souvenir stands.
c. Responsiveness:
This factor reflects and depends on the way festival organizers organize the
program. If this factor is well handled, the visitor‟s satisfaction will be enhanced.
d. Reliability:
It indicates the ability to provide visitors with best services (i.e. accommodation,
communication, means of transport, safety, etc.). If it is well managed, visitors feel
safer to join the festival, and their trust in the local organization board will rise.
Although its impacts on the visitor‟s satisfaction are low, this is the basic demand of
each visitor; and thus visitors will be more satisfied if it is improved.
e. Assurance:
It is measured by the professionalism, courteousness, and hospitality. Visitors will
be satisfied if they are nurtured at all destinations; the product and services at the
festival instill unforgettable memories in them.
5. RECOMMENDATIONS TO ĐÀ LẠT FLOWER FESTIVAL
ORGANIZERS
From the aforementioned analysis, the author offers several recommendations to
organizers of Đà Lạt Flower Festival as follows:
Given Table 8, the variable “tangibles” has the strongest impact on the visitor‟s
satisfaction. This implies that a festival can attract numerous visitors if it is uniquely
organized and well decorated. However, due to the fact that Đà Lạt City is quite small
JED No.214October 2012 |155
in area and the local infrastructures are restricted, it is really difficult to reduce traffic
jam in the rush hour. Therefore, the festival organizers should develop a workable plan
to coordinate the traffic right at entrances to the city as well as the heavy vehicle
routes. If possible, there should be bus routes at the service of the festival.
The organizers should locate public utilities such as benches, public restrooms,
ATMs, etc. around event venues. The attendant‟s uniform is advised to be well
designed, decent and appropriate to the festival.
The festival programs should be broad so that both visitors and local people can
interact in a festive atmosphere. Visitors will be more satisfied when they themselves
can take part in all activities of the festival. Moreover, distinctive merchandise
produced only at the festival can also enhance visitor‟s satisfaction.
Finally, accommodation, communication, safety, etc. of visitors during the festival
must be properly addressed. Even though factors “reliability” and “assurance” do not
have high impacts on the visitor‟s satisfaction, they are deemed as basic demands of
each visitor. Hence, if these demands are well addressed, the visitor‟s satisfaction will
be enhanced.
6. CONCLUSION
This research determines factors affecting the satisfaction of visitors to Đà Lạt
Flower Festival 2012. The one with the strongest impact on the visitor‟s satisfaction is
“tangibles”, which is respectively followed by “empathy”, “responsiveness”,
“reliability”, and “assurance”.
Given statistical means which reflect the visitor‟s perception of each influential
factor, the author extends several recommendations to the Đà Lạt Flower Festival 2012
in order to enhance the visitor‟s satisfaction and attract more visitors to future flower
festivals. Once visitors are satisfied with services provided during the festival, there are
more opportunities that they will return to Đà Lạt for other flower festivals; and the Đà
Lạt flowers will be widely advertised across the border; and the local tourism will
develop accordingly. In brief, the research has contributed an empirical study on the
festive service quality in the current context.
The paper has had positive contributions to the investigation of factors affecting the
satisfaction of visitors to a festival. Yet, due to the fact that the author just surveys
some primary venues of the festival; and each festival has its own distinctive features
156 | Hà Nam Khánh Giao
Factor Affecting the Satisfaction of Visitors
and originality, the research‟s generalization is not high. Samples are randomly
selected, and thus they are not highly representative. Further research can enhance the
sample size and survey scope to improve the research results
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