The Relationship between Tourism Service Quality, Tourist’s Satisfaction and Loyality: A Study by Using Smart PLS-SEM Approach

Nguyen Thi Loan^1, , Mai Anh Vu² and Vu Van Tuyen²

¹Hong Duc University, No. 565 Quang Trung, Dong Ve, Thanh Hoa, Vietnam

²Thanh Hoa University of Culture, Sports and Tourism, No. 561 Quang Trung, Dong Ve, Thanh Hoa, Vietnam

Cite this paper:
Nguyen Thi Loan, Mai Anh Vu and Vu Van Tuyen. The Relationship between Tourism Service Quality, Tourist’s Satisfaction and Loyality: A Study by Using Smart PLS-SEM Approach. Journal of Behavioural Economics, Finance, Entrepreneurship, Accounting and Transport. 2023; 11(1):1-7. doi: 10.12691/jbe-11-1-1

Abstract

The study focuses on assessing the impact of factors of tourism service quality on satisfaction and the level of influence of satisfaction on the loyalty of tourists who have experienced it at Sam Son beach, Thanh Hoa. Based on inheriting and developing the SERVQUAL service quality model, there is an additional influencing factor on "the rationality of service prices” be consided. The author will test the above relationships using a sample of 218 domestic tourists to Sam Son from June to September 2022 by using the partial least squares linear structure (PLS) model -SEM) with Smart PLS software. The study results have shown that there are six factors affecting tourist satisfaction; in addition, the research results have confirmed the impact of visitor satisfaction on tourist loyalty in Sam Son, Thanh Hoa.

Keywords:
tourism service quality satisfaction loyalty PLS-SEM

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