Exploring the Impact of Tourism Environment on Tourist Satisfaction in Tourist Sites: An Example of Phong Dien Tourism Village, Vietnam

Abstract

The quality of the natural, socioeconomic, and cultural environment plays a pivotal role in shaping tourist satisfaction, serving as a critical driver in assessing the success of tourism activities. This study seeks to examine the intricate relationship between the tourism environment and tourist satisfaction, aiming to provide valuable insights into this dynamic interplay. Through a questionnaire survey, 270 valid responses were collected from tourists who visited the study area. The research employed various analytical methods, including scale reliability tests, exploratory factor analysis, and multivariable linear regression, to meticulously process the collected data. The findings reveal that the tourism environment is multifaceted, encompassing cultural, socioeconomic, and natural dimensions. Interestingly, these factors exhibit a positive yet diminishing impact on tourist satisfaction. Specifically, the cultural tourism environment contributes 38.9%, the socioeconomic tourism environment adds 33.4%, and the natural tourism environment contributes 27.7% to overall tourist satisfaction. This research not only provides important theoretical understanding but also holds practical significance for the tourism industry. By recognizing the nuanced relationship between the tourism environment and tourist satisfaction, this study establishes a foundation for improving the quality of tourism experiences. The implications derived from the findings offer valuable recommendations for enhancing both the tourism environment and overall tourist satisfaction.