ASSESSMENT OF SATISFACTION OF DOMESTIC TOURISTS ON THE SERVICE QUALITY: A CASE ATUDY IN DAKKE RESORT, MANG DEN TOWN, KON TUM PROVINCE

Abstract

The objective of this study is to assess the satisfaction of domestic tourists with the quality of accommodation services at Dakke Mang Den Resort, Kon Plong district, Kon Tum province. The study used qualitative and quantitative methods to test the research model. The results of data analysis with 140 survey samples show that tourists' satisfaction with the quality of accommodation services at Dakke Resort, Mang Den town, Kon Plong district, Kon Tum province is influenced by all 6 factors affecting tourists' satisfaction including: reliability, responsiveness, level of empathy, tangible factors, service capacity and perceived price. In which, the responsiveness factor has the strongest influence and the service capacity factor has the weakest influence. From the research results, the article proposes solutions to improve visitor satisfaction with the quality of accommodation services at Dakke Resort, Mang Den town, Kon Plong district, Kon Tum province.