the motivation to attract foreign tourist to revisit to nha trang

The motivation to attract foreign tourist to revisit to Nha Trang

1.0 Introduction

1.1. Background

Vietnam as socialist republic Vietnam, is the country at the east of peninsula Indochina, belong

to Southeast Asia region. At the north of Vietnam land is bordering china (1281 km), and the

west land is bordering to Laos (2130 km) and Cambodia (1228 miles), and a coastline of 3444

km adjacent to the Tonkin, south china sea and the gulf of Thailand. The southwest of Vietnam

is bordering to Thailand gulf, eastside and Southside to the east sea and there are more than 4000

islands and reefs that near and far to the shore, internal seas, and territorial sea, exclusive the

economy zone and continental shelf that is determined almost three times than land area by the

Vietnamese government. Vietnam is located in the Indochina peninsula Southeast Asia, and

Vietnam’s territory along the east coast of this peninsula. Vietnam has an area of 331,212 km ²,

which is including 327,480 km ² of land and more than 4200 km ² marine internal water, with

more than 2800 large and Small Island, reefs, and including the Spratly and Paracel islands that

the Vietnamese government has claims. Vietnam terrain is diverse in nature area such as the

northwest area, northeast area and highlands area with hills and mountains are covered by forest,

while the flat land covered by less than 20%. Vietnam has a tropical savanna climate in the South

with two seasons (which is rainy season from mid-may to mid-September, and the dry season

from mid-October to mid-April) and the humid subtropical climate in the north with four distinct

seasons (which is spring, summer, autumn, winter), while at the central region is characterized

by a tropical monsoon climate. Because of its location is along the coast, the climate in Vietnam

is regulated by sea currents and it offers a variety of sea climate. Land resources, Vietnam has

nature forest and mineral deposits on land with phosphates, coal, manganese, bauxite,

chromate… about marine resources, such as oil, natural gas, offshore mineral ore. With a steep

river system from the western highland, Vietnam has a great potential for hydropower

development.

Vietnam has 54 ethnic groups; including 53 ethnic minorities and it take 14% on total

population. Vietnamese people (or Kinh people) take almost 86% on total population, and it’s

concentrated in the south delta and the coastal plain. The ethnic minorities that is Cham people

and Khmer people, except the Chinese are concentrated stay on the mountainous area and

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highlands. There are several ethnic minorities have settled in the territory of Vietnam for long

time ago, but there are also some of the ethnic minorities just migrated to Vietnam for few

hundred years ago as the Chinese in the south. Among these ethnic, Chinese and Ngái people are

the only two ethnic populations decreased in the period 1999-2009. Vietnam is the densely

populated country, although its ranked area is 65th, but in the world, population rank is 13th.

Vietnamese culture is the culture of national unity on the basic of diverse cultural and ethnic

nuances. Vietnam has a rich culture and diversity in all aspect, the Vietnamese with the

community of 53 ethnic minorities group have a right customs and good for a long time. There

are many meaningful of community festivals, the religious belief in sustainable, ideological

tolerance in the different teaching of religion, thorough communication and metaphor in

language communication, from traditional to contemporary cultural and art. The differences in

terrain structural, climate ethnic distribution and population have created different cultural area

with its own characteristic in Vietnam. From the cradle of Vietnamese culture in the red river

delta of Vietnamese mainstream culture of village, wet rice civilization, to the nuances culture of

ethnic minorities in the northwest and northeast. From the land border since the country

established in the north-central to the combination of the Chăm people’s culture in south-central.

From the new land in the south with the combination of the Chinese, Khmer, to the diversity of

cultural and ethnic groups in the west highland. With a great history that has build for thousands

year of the Vietnamese and the convergence of other ethnics, from the local culture of the

ancient Vietnamese from the HONG BANG empire to the external effect during these thousands

year. With the influences from the ancient china and southeast Asia to the influence of France

since 19th century, the western in 20th and 21st century globalization. Vietnam has made a change

in the period of history, there are some aspects have lost but there are some other culture aspect

that have added to the culture of modern Vietnam.

Tourism and service sectors have contributed positively to the economy of Vietnam. The number

of tourist to Vietnam continued to increase rapidly in the last ten years from 2000 to 2010. In

2010, there were 5.0 million foreign visitors, and it brings the foreign currency income of $ 4.4

million. Vietnam has many diverse travel destinations from north to south, from the mountain to

plain, beaches and island, from the natural landscape to the cultural and historical monuments.

There are many famous mountain attractions such as sapa, bana, dalat, and the famous

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destination in plain as Hanoi, Hue, Da Nang, and Ho Chi Minh. For the famous beach attraction

is Ha long, Nha Trang, Phan Thiết and Vung Tau, and these island as Cat Ba island, Cu Lao

island, Cham island, Con Dao island, Phu Quoc island. For the Vietnam tourism slogan, there are

many slogans which are according to the year as vietnam – a destination for a new millennium

(2001-2004), welcome to Vietnam (2004-2005), Vietnam – the hidden charm (2006-2009),

Vietnam – a difference orient (2010-now). We can see, the explanation for the purpose that

tourist come to visit Vietnam and the numbers of tourist in different market come to visit

Vietnam at these two tables below:

Distributed by purpose of travelling

Estimated in September 2012 First nine months in 2012

Vacation 272,541 2,876,954

Business 82,312 852,400

Visit

friends80,166 853,479

others 25,218 270,322

Figure1.0. the purpose of tourist for travelling to Vietnam

(sources: www.vietnamtourism.gov.vn )

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Distributed by market segment

Estimated in September 2012 First nine months in 2012

China 98,423 991,954

Korea 46,208 526,470

Japan 51,783 428,107

USA 28,913 338,765

Taiwan 29,319 317,515

Cambodia 24,916 236,967

Australia 22,191 212,222

Malaysia 21,196 210,805

France 10,470 168,973

Thailand 17,863 158,470

others 108,983 1,262,907

Figure1.1. Numbers of tourist travel to Vietnam, divided by nation

(sources: www.vietnamtourism.gov.vn)

Nha Trang is a city, which is located in Khanh Hoa province in Vietnam. Nha Trang is a coastal

city, and it is a centre of political, culture, economic, science & technology, and tourism of

Khanh Hoa province. Before becoming to Vietnam land, Nha Trang was belonging to Champa

(ancient country was in south of Vietnam), and these relics of Champa still in Nha Trang until

now. Nha Trang is acknowledgement by the vietnam minister as a grade 1 urban city on 22th

April 2009. Nha Trang is one of eight grade 1 urban city in Vietnam. Nha Trang is known as the

east sea pearl, a green pearl because of the nature value, beauty landscape, and its climate.

Nha Trang has a complex terrain, with the elevation from zero to nine hundred meters above the

sea. It is divided into three topographical areas, such as riparian area, coastal area, and plain area.

Nha Trang has a tropical savanna climate influenced by the oceanic climate. The climate is

relatively mild with the winter is less cold and the long dry season. Nha Trang is the city, which

has a favorable condition in climate and season to tourism for exploiting and developing. The

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main characteristic of Nha Trang climate is moderate temperature during a year (25 C - 26 C).⁰ ⁰

The division of season is clear and less effect storm/hurricane.

Trading, Services, and Tourism are an imperative economic role of urban development to

motivate and create an important position for Nha Trang. Especially these activities such as

tourism, culture, and entertainment are developing in diversity and abundance; so that Nha Trang

is attract more tourist to visit. In hospitality industry, Nha Trang has 455 hotels with 10,000

rooms on total in the city. In 2011, Nha Trang has welcomed to two millions tourist come and

visit (increase 18.54% to 2010). Total the revenue of tourism and service activities are 2.142,9

billion (VND). Tourism industry in Nha Trang is employed and attracts about 9000 direct

employees.

1.2. Research objectives

The purpose of this study is investigating the reason for foreign tourist to revisit Nha Trang.

Besides that, the study is indicating these attraction factors of Nha Trang to encourage foreign

tourist to revisit Nha Trang. From this study, we can see through the solution for developing Nha

Trang tourism industry in a right way. Indicating of defects that Nha Trang tourism industry

needs to correct and exploit these advantages as strength of Nha Trang tourism.

In this study, the research of question is:

1. To identify the motivation factors that make the foreign tourist revisit Nha Trang?

2. To identify the attractive factors of Nha Trang in tourism market?

3. To identify whom is the foreign tourist come to Nha Trang?

4. To identify how satisfy of the foreign tourist in Nha Trang?

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2.0 Literature review

2.1. Tourist Motivation:Motivation is a factor that acts a vital role in the tourism industry. In this study, we can explore

to understand tourist motivation and those factors that contribute tourist motivation to make

decision for choosing a destination.

In tourism researches, there are many definitions about tourist’s motivation. According to Phan

Thi Kim Lien (2010), “The term motivation is simply the processes that answer the question

about why and how people’s behavior is activated and directed”. Motivation is also considered

as an intrinsic factor that stimulates tourist behavior or also it can be define as a driving force to

make the people move. Motivation is the main basic and it is very important to push or also can

say to stimulate the person to get what they want for their own satisfy. In the research of Phan

Thị Kim Liên (2010), there is a definition about those aspects of motivation. She states there are

three aspects of motivation that are arousal of behavior, direction of behavior, and persistence of

behavior. She explained, “Arousal of behavior involves what activities human behavior and

direction of behavior is concerned with what directs behavior towards a specific goal. Persistence

of behavior is concerned with how the behavior is sustained”.

Understanding motivation in tourism is the key for understanding what motivate tourist to make

a decision for choosing a certain destination. We also can assume that tourist make a decision to

their destination for some reasons, which is the factors to contribute a function of their

motivation. To understand more about the factor for stimulating people go for travelling, in Phan

Thị Kim Liên research (2010), there is definition describe that there are six main factors to

motivate people for travelling to a destination. Those six factors to stimulate people go for

travelling are known as emotional, status, culture, personal, personal development and physical.

Emotional motive factor can be the motive of home sick or longing for a certain place or enjoy

the great time of romance. Physical motive factor is the motive for relaxation. Status motive

factor can be the desire to achieve something such as exclusivity or fashion ability. Culture

motivation can be a desire to explore or discovering a new culture. Personal motivation factor

can be the need of visiting friends or relative to make new relationships and; personal

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development motive factor might be the motive of increasing knowledge. From those motive

factors above, it indicate the important of understanding motivation in tourism and understand

that tourist go for travelling to satisfy their different needs. Motivation is the factor that has an

influence on tourist to choose the destination in different ways or Tourist can be stimulated to

choose a destination by their different of needs.

Tourist’s needs can be divided by three parts as needs for power, needs for achievement and

needs for affiliation (Phan Thi Kim Lien, 2010). Tourist who has a higher needs for power than

others needs, they would like to control and influence others by their said power. The tourist has

a higher need for power, they like to travel to the destination where they are well known or they

can make people to admire them. In other hands, we also can say that, tourist who has a higher

needs for power has a tendency for joining or participate to any activities that they can influence

others in such activities. Tourist who has a higher needs for achievement than the others need,

they would prefer to separate from the others and they have their own needs, goals or desires.

Tourist who has a higher needs for achievement, they have a tendency to do different from others

because this type of tourist they like to take personal responsibility to achieve their own

satisfaction from their achievement. Tourist who has a higher needs for affiliation than others

need, they want the harmonization in relationships with others. They are susceptible to the

attitudes, feelings, or circumstances of others. The needs of affiliation have an effect on people’s

behavior and show it in many different ways. In others hand, the needs for affiliation can be

explained as the need for social experience that is the need or want of meeting new people, have

a good time with friends and family. From those theories above, we can see that the different of

need may lead to the different of motivations but differences of motivations may lead to the same

actions.

Furthermore, there is another important theory about motivation explained as push and pull (Tran

Thi Ai Cam, 2011). Tourist’s motivation is defined as the two factors that make people to travel.

The two factors are known as push factor or intrinsic desires of human being and pull factor or

extrinsic factor (which is included tangible and intangible cues) is the factor that can pull people

to realize the demand of experiencing a destination for a purpose (Acheraporn Plangmarn, B. G.

M. M. P. P. P., 2012). Tourists are pushed by the internal motivation (curious, explore, desire) to

make the decision to choose a destination and are pulled by the destination attraction. In push

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factor, it can be determined as rest and relaxation, desire for escape, health and fitness,

achievement, relationships/making new friends, prestige, exploring and adventure, social

interaction, family reunion. in contrast, pull factor can be determined by destination’s attraction,

example as landscapes, historical, culture and heritage, foods cuisine, shopping. According to

Abdelnaser, A. A. M. B. O., 2011 , defined that push factor refer to internal environment that

lead people to travel, while pull is regarded about external environment or factors in destination

that drive tourist to identify when, where, why and how they travel. Push factors are very useful

for explaining the reason or desire to go for travelling, while pull factors are useful for

explaining the reason of choosing the destination.

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2.2. Tourist’s satisfaction:In the tourism field, there are many definitions about tourist’s satisfaction. The satisfaction is

depended on the volume of like or dislike of customer after experiencing the product or service.

In Trần Thị Áí Cẩm research (2011), there is a mention of Weber (1996), has proposed that

customer’s satisfaction is the fundamental pillar in marketing theory and it is a main key for

future purchase intensions, market share and word of mouth communication. The satisfaction is

not only assessing on the service quality, but it also can be assessing on the product features and

reasonable price. Satisfaction is the result of the comparison between expectations and

experiences. The degree of quality experienced in the service transaction can be considered to

give rise to a level of satisfaction that may vary between customers (Eric laws). When tourist’s

experiences compare with tourist’s expectations, and the result of that is gratification, its meant

tourist is satisfied and leaves that place with a good memory. In contrast, if the feeling is

displeasure the tourist is dissatisfied (Trần Thị Ái Cẩm). In order hands, after the tourist bought

the travel product or service, if the evaluation of the tourist experience with the travel product or

services is better than the tourist expectation, they will be satisfied with their travel experience

(Kanoknon Seubsamarn, 2009). Tourist’s satisfaction is an important measuring tool for the

tourist destination including cultural and heritage sectors (Kanoknon Seubsamarn, 2009). In

other hands, tourist satisfaction influences the choice of destination, the consumption of products

and services and the decision to return (Bassey Benjamin Esu). Most of the research about

satisfaction, state that tourist’s satisfaction is “the consumer’s fulfillment response. Satisfaction

is a judgment that a product or service feature, or the product or service itself, provide (or

providing) a pleasurable level of consumption related fulfillment, including level of under or

over fulfillment” (Oliver, 1997, page 13). In the research of Melissa A. Van Hyfte, (2009), she

state that the evaluation of consumer’s satisfaction generally occurs at the end of the processing

activity, this allow for both hasty judgments of products and services that are consumed

relatively quickly, as well as judgment of satisfaction resulting from product or services with

lengthy consumption period. However, in other worlds, the tourist’s satisfaction is also depend

both on the activities available at the destination and on the motives as the reason for their trip

(Erique Martin Armario). On other hands, customer satisfaction is an overall assessment of a

product that is implemented through an evaluation of quality and benefit and cost. The customer

satisfaction is the important key for tourism marketer, because satisfied customer is the

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imperative step to get the long term benefit, continuous benefit and customer loyalty. The

customer satisfaction can be considered as they can get more benefit than their cost. For

measuring the satisfaction of customer, the perceived value is an imperative and appropriate

factor (Liu, C.-H. & Yen, L.-C., 2010).

Tourist travel motives and choices of activities at destination as well as perception of product

into the concept of satisfaction, a better understanding of why people become of satisfied in

addition into how satisfied they are, is possible to identify, which further to include a better

understanding concerning why people intent to recommended and re-buy the trip (Nina K.

Prebensen n.d).

2.3. The attraction of tourist’s destination:

Tourist destination is a place, where is considered as a city, town or even other area. Tourist

destination may content one or two and even more than two tourist’s attraction. Tourist

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destination is the combination between tourism products and service consumed under the same

brand name offering the consumer an integrated experience, (Trần Thị Ái Cẩm, 2011). Tourism

product and service can be explained as accommodation, foods, entertainment, culture, historical,

etc. According to Vince Glover and Hayley Dalton (2005), tourist destination can be separated

by six areas, which is included coastal area, tourist towns & cities, business & conference

destinations, countryside areas, heritage & cultural destination, purpose built, (Vince Glover &

Hayley Dalton,2005). Coastal area: a coastal area destination could be an expanse of coastline

that is defined as one area. It also can be a specific coastal resort. Islands are also can be

accepted as a coastal area destination. Tourist towns & cities: in this category, an acceptable to

use is a specific towns or cities, which are known as a tourist’s destination. This include capital

city such as Paris (France), Ha Noi (Vietnam), New York (USA), Rome (Italy), Kuala Lumpur

(Malaysia), Seoul (Korean) and others as Milan (Italy), Đà Nẵng (Vietnam), Nha Trang

(Vietnam), Guangchou (China). Business and conference destinations: it is defined as towns or

cities with facilities to serve the business tourist, such as large meetings, incentives conferences

or exhibitions (MICE), a range of business tourist facilities ( a large number of 4-5 star hotel,

with good transportation and services) and nearby from international airport. Some of the towns

and cities will have less number of facilities but still have a significant attraction to the business

tourist and it is also considered as business and conference destination. Countryside area: this is

rural areas, where are away from town and city and not specific named resort. They are a

corporate of features, such as mountains, lakes, forests, hills. However, it is not acceptable for

the particular whole forest or whole mountain range…but it acceptable for the countryside within

a mountain range. Heritage and cultural destinations: these are specific towns, cities, and

village that are maintaining and sustaining a history and heritage of the destination or the culture

of the region or country. Purpose built: these are destination developed specifically for tourist

with fully provide all the facilities needs in one place. Theme park is generally not acceptable,

although this category may include outdoor theme park resorts such as Disney land.

The attraction, which is these factors to contribute tourist’s destination are scenery to be seen,

environment to be appreciate and feel (such as weather or public hygiene), activities to

participate, experience to remember. In this study, the attraction factors will have an effect on

Nha Trang will be divided in to five factors, which is including culture and social, environment,

infrastructure and accessibility, tourist leisure and entertainment, local food cuisine.

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Culture and social: culture is a very large word, which is including music, dances, literature,

sculpture and theater. The word culture is original from latin cultura, which mean to cultivate (Y

vette Reisinger). Y vette Reisinger, state “the term refers to patterns of human activity and the

symbolic structures that give such activities significance and important”. In other hand, there is a

definition that used by Unesco and the World Commission on culture and development in their

report Our Creative Diversity (1995): “culture is whole complex of distinctive spiritual, material,

intellectual, and emotional features that characterize a society or social group. It includes

creative expression (oral history, language, literature, performing arts and craft), community

practices (traditional healing methods, traditional natural resource management, celebrations

and patterns of social interaction that contribute to group and individual welfare and identity),

and materials or built forms such as sites, building, historic city centers, landscapes, art, and

objects”. For culture and social attraction, the most attractive to tourist that can be magnetism is

attending to a special event. However, there are many reasons for tourist to attend special event

such as gaining experience in different events, learning and appreciating other culture through

their culture events. The purpose of this sector is investigating the attraction of Nha Trang to

motivate the foreign tourist to revisit. Nowadays, Nha Trang is the place where all of the major

event is hold, such as sea festival, and these events of the southern central Vietnam. Besides that,

Nha Trang is also has its own attractive events, such as Po Nagar festival (local pay tribute to

the spirit of the mother Po Nagar with a variety of activities. Religious rites are performed

followed by entertainment that includes traditional Vietnamese opera and folk dancing), whale

festival (this annual affair has evolved from seafaring tales and legends, the most famous of

which is the story of King Nguyen Anh being saved from drowning by a sympathetic whale.

Every year, the locals of Nha Trang acknowledge such as legend and pay tribute to these mighty

mammals of the sea with a variety of ceremonies and activities), Am Chua festival ( it is hold at

the Am Chua temple, which is located half way up the Dai An mountain in the Dai Dien village.

The festival is hold to tribute to the spirit of the lady Thien Yana), HO CHI MINH’s birthday

(the entire country is given a day off to celebrate the life of its most cherished historical figure

HO CHI MINH or Uncle Ho as he is affectionately known. Visitors can expect to see an

abundance of national flags being flown and the local respectfully remembering the national

hero), National Day (in Nha Trang and across the country, the Vietnamese citizens are celebrate

the day when HO CHI MINH made the Declaration of independent in Hanoi. National flags are

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hoisted and waved and local enjoy the day off from work), Mid Autumn festival (there is

another name as moon cake festival from china. Families come together to celebrate the arrival

of the autumn moon in what is essentially a festival of Chinese origin. The Chinese tradition of

making and eating moon shaped cake is followed while children are given gift by their parents

and street based festivities take place), Che Ngo festival (among the most popular festivals in

Vietnamese calendar, Che Ngo is celebrated in Nha Trang with a diversity of outdoor activities

including firework display, boat races and street procession). Nha Trang is the place, where is

located inside Khánh Hòa province with a very rich in culture and full of historical in the past

those days the Vietnamese start to spread out the border to the South Vietnam. For instance, the

tower of Lady Po Nagar is one of the faith architecture of Cham nationality system in the history.

There are special events attract the attention of foreign tourist and local tourist, such as miss

Vietnam, miss world Vietnamese 2007, miss universe 2008, miss earth 2010. In culture and

social factor, we also focus on the local characteristic as a part of it. Local people are the element

that contributes to the culture and social. The local people in Nha Trang, they have a good

characteristic as the southern central Vietnamese (such as hospitable, friendly, hard working,

peaceful).

Local food cuisine: food is an important aspect of a traveler’s experience. In other side, food

is also an important economic and cultural resource offering tangible benefit for tourism (Katia

Laura Sidali, Achim spiller, Birgit Schulze). In tourism, it is necessary to differentiate between

the tourist who consumes food as a part of their travel experience and the tourist whose interests,

behaviors, and even destination choices are influenced and determined by a specific interest in

food. Food is an important element of contributing to regional and character, and food

production has a strong impact on the landscape (Sidali n.d). For the tourist that focus on travel

for experiencing on foods, the most motivate can make them to go for travelling is different kind

of food. Foods is not only one of these factors that contribute satisfaction and memorable of

tourist during their trip, but it also the factor that can make tourist to revisit the destination for

the memory or past experiences. Learning and understanding about tourist’s foods cultural

motivation is an imperative way to improve and enhance the product and service quality to

increase and understand the tourist motivation and satisfaction in tourism.

Nha Trang is the most attractive destination for the tourist who wants to get the difference

experiences in seafood cuisines. There are many way to enjoy the local seafood cuisines as the

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tourist can go to the artificial lake near by the city or the beach location of the city to choose the

fresh shellfish and they can enjoy the local cuisines at there with the acceptable price. There are

rich of marine resources with much kind of sea creatures as abalone, shrimp, oyster, lobster,

crab, squid, shellfish that are fresh and the tourist can easy to get them with the cheap price along

the fishing port at the side of the city. Besides that, Nha Trang is not only famous of seafood

cuisines, but it is also famous of other local food cuisines as grill fermented pork roll (known

as a roasted blended pork and served with the mixture fresh herbs, pickle papaya, enjoy it with

sweet and sour fish sauce), lac canh grilled beef (known as a most famous grilled beef in Nha

Trang with the combination of ten spices and honey. The recipe is passing from generation to

generation and just for the specific member of owner’s restaurant family), rice vermicelli with

grilled fish and jelly fish (the stock is made from the boiled sailfish and mackerel’s bone to

make a unique and exclusive for this soup. Besides that, the local people also put the boiled

jellyfish to make more flavor for the soup with grilled fish cake), can cake or bánh căn (it is a

famous food in central and southern region of Vietnam. The ingredient of it is rice flour, lard,

spring onion, egg. The cake is served in pair, and serves with special sweet and sour dipping

saucemade from Nha Trang’s famous fish sauce and fresh vegetables).

Environment: environment in tourism is also an important factor that can satisfy the tourist

and motivate them to revisit the destination again. When people go for travelling, and they really

enjoy the environment of their chosen destination (such as the advantage of the location,

landscape, climate, fresh air, and greens), that is a memory to remember and satisfy their

motivation. Nha Trang is the place that has a lot of tourism resources and rich in environment.

For environment, Nha Trang has a advantage about climate, fresh air, beauty landscapes, and the

good location. Those are the main factors, which can make Nha Trang to become a potential

place for developing variety type of tourism. In nha trang, there is many island that tourist can

come to visit and relax at there. Hon Tam Island, such as the most attractive to foreign tourist

and domestic tourist, with a long sandy beach and long-range field of forest. Besides that, Nha

Trang also has a lot of attractive island for tourist to visit such as hon tre, hon mieu, hon lao.

Nowadays, Nha Trang is one of the best beaches with a good environment in Vietnam.

Infrastructure and accessibility: infrastructure is the factor that can be use as an

comfortable and accommodation for the visitors. Infrastructures such as building, water,

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electricity, internet, and transportation, etc. while accessibility is defined as the difficulty to

reach the choosen destination by specific transport system. Accessibility is the important

impression for tourist to evaluate and reach their satisfaction in their trip, because accessibility is

one of the factors that reflect the development and the social welfare.

In Nha Trang, tourist can feel comfortable with the city transport system, such as waterway,

railway, roadway, and airway. There is a largest railway station in the north south railway line in

Vietnam, which is located in Nha Trang. That is also considered as one of the reason that makes

the tourist come to Nha Trang (especially the foreign tourist who comes to Vietnam). In the other

hands, Nha Trang is also one of the destinations in Vietnam where has a lot of hotels and resorts

and the other type of accommodation. For instance, YAKASA hotel on Trần phú street is one of

the four star hotel in Nha Trang. Besides that, Vinpearl land resort is the place that needs to be

mention in Nha Trang as the paradise for tourist. Vinpearl land resort is the place that attract not

only domestics tourists but it also the most attraction for foreign tourist who want to come for

relaxation and holidays.

Tourist leisure and entertainment:

Leisure and entertainment is a part that indispensable for destination attraction. For these

activities of tourist leisure and entertainment such as theatres, concerts, bars, restaurants, and

discotheques. It consider as a part of attraction to attract tourist to come for entertaining and

enjoy their vacation. In Nha Trang, there are many places for these leisure and entertainment

activities. Bà Đầm market is the biggest market in the city, and it is a commercial shopping

center as a tourist attraction. For the nightlife, there are many bar and club for tourist

entertainment and it especially for young tourists. Moreover, the traditional game such as cock

fighting is also popular in Nha Trang.

3.0 Methodology

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In this study, primary data and secondary data are two factors that contribute the research. The

research evaluation was contributed by the questionnaire survey at the destination and the theory

was contributed and supported by other research from others researcher.

3.1 Questionnaire design: in order to measure and evaluate the motivation that make tourist

to revisit NhaTrang, there is a survey on tourist to investigate the percentage of tourist who

has been in NhaTrang before and how many percentage of tourist is the first time. The most

important point for this survey is what the motivation for tourist to revisit is and will they

visit again or recommend to their friends. In the questionnaire survey, there is three parts

which are tourist demographic with five questions to identify tourist basic information (the

basic information of tourist), tourist motivation with eight question to identify tourist

motivation and the main motivation to make them to revisit Nha Trang (the motivation that

motive the tourist to visit), tourist satisfaction with twenty six questions to identify how

satisfy they are, after visiting the destination (tourist satisfaction).

3.2 Data collection procedure: the survey was carrying in NhaTrang, Vietnam. During the

survey, the most places that have been chosen are YAKASA hotel, Vinpearl land resort,

Hoàng yến hotel, Sheraton hotel, Mia resort, Evason Ana Mandara, Sunrise NhaTrang hotel,

An Lam Ninh Van Bay, Six Sense Ninh Van Bay, and the European street. Sampling the

tourist, and approach to inform the purpose and the aim of the research and tourist are given

the survey questionnaire to fill up. One hundred questionnaires were collected after the

survey. During the survey, there are 100 respondents had been selected and answer the

question survey.

3.3 Data analyze: the research evaluation was completed by SPSS (15.0 versions) – Statistic

Program Social Science. The process of evaluating including data cleaning, reliability,

descriptive statistics.

4.0 Finding

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Frequency Percent Valid PercentCumulative

PercentValid Asia 18 18.0 18.0 18.0

Europe 52 52.0 52.0 70.0Africa 7 7.0 7.0 77.0America 23 23.0 23.0 100.0Total 100 100.0 100.0

Figure 4.1 the continent where the tourist from

In this figure, the information is showing to us that the most tourists come to visit Nha Trang is

from Europe and America. It can be explained by the season motivation, people want to come to

see the different weather (the people who live in the cold weather, they like to come to these

Tropicana countries. In contrast, the people who live in the Tropicana countries will like to come

to these countries, which has four seasons). For Africa tourist, because of the political and the

immigration rules of Vietnam that try to minimum the number of Africa tourist and these

Muslim countries to travel to Vietnam. However, nowadays, it is changed to prevent and they

just can travel to Vietnam with the special visa in particular and very less tourist from Africa and

Muslim countries. In the figure of tourist continent, the highest percentage is European with 52%

of tourist is from Europe. Second is America with 23% on 100 respondents is from America.

Asia tourist is the third with 18%, and Africa is the lowest with 7% on 100 respondents.


PercentValid 16-20 14 14.0 14.0 14.0

21-25 16 16.0 16.0 30.026-30 24 24.0 24.0 54.031-35 12 12.0 12.0 66.036-40 18 18.0 18.0 84.041-45 8 8.0 8.0 92.0above 45 8 8.0 8.0 100.0Total 100 100.0 100.0

Figure 4.2 Age of tourist

The age of tourist that come to Nha Trang is from 26 – 30 (24%) and 36 – 40 (18%) are majority.

However, based on the figures of the age of tourist, we can see that most of tourists are younger

and the older is less than. Based on this figure of tourist age, we can see that tourist from 21-25 is

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16%, 31-35 is 12%, 41-45 is 8%, and above 45 is 8%. Therefore, Nha Trang city is also has

magnetism to attract young tourists to come for their holidays and other motivations.


PercentValid high school 17 17.0 17.0 17.0

degree 61 61.0 61.0 78.0master 18 18.0 18.0 96.0doctorate 4 4.0 4.0 100.0Total 100 100.0 100.0

Figure 4.3 Education level

Education is also having a vital in contributing tourist demand. In different level of education,

there are different demands and motivations. In this survey, most of tourists are graduate from

degree (61% on 100 respondents), while the numbers of master is 18%, and doctorate is 4%.


PercentValid first time 80 80.0 80.0 80.0

second - third times 18 18.0 18.0 98.0more than third times 1 1.0 1.0 99.05 1 1.0 1.0 100.0Total 100 100.0 100.0

Figure 4.4 the times of visiting to Nha Trang

In this figure, the tourist come to visit Nha Trang, most of them are the first time (80% on 100

respondents). In addition, the numbers of tourist who revisit more than two times are less and it

took 20% on 100 respondents.


PercentValid day tour 11 11.0 11.0 11.0

1-3 nights 49 49.0 49.0 60.04-7 nights 38 38.0 38.0 98.0more than 7 days 2 2.0 2.0 100.0Total 100 100.0 100.0

Figure 4.5 Number of nights staying

Tourist come to visit Nha Trang, most of them are staying for more than 1 night. As the result

from the figure 4.3 indicate that 87% of tourist stays more than 1 night (which is included 1-3

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nights is 49%, and 4-7 nights is 38%). While the percentage for tourist just joins for a day tour is

11%. The reason can be the attractions in Nha Trang and the quality of tourism services in Nha

Trang.


PercentValid less than $30 2 2.0 2.0 2.0

$30-$50 13 13.0 13.0 15.0$50-$100 38 38.0 38.0 53.0more than $100 47 47.0 47.0 100.0Total 100 100.0 100.0

Figure 4.6 Average daily cost per person

The living cost in Nha Trang is medium. It is not expensive as the others beach cities in these

regions around. However, in the figure 4.4, it indicates that most of tourists are spending over

100 USD (40%) and from 50 USD – 100 USD (38%) per day. In other hand, we can say that the

daily cost can be depended on different demand from different tourist. In other hand, the quality

and the promotion of services and tourism product are also very important, because it is the

decision factor for tourist to purchase a service or package. The information in this table indicate

that the services and tourism products in Nha Trang are good and it can reach to the satisfy point

of tourist to make them purchase the services and tourism products in Nha Trang.


PercentValid self organization 77 77.0 77.0 77.0

organized (through by travel agent) 22 22.0 22.0 99.0

4 1 1.0 1.0 100.0Total 100 100.0 100.0

Figure 4.7 Typed of travelling

Most of tourists come to visit Nha Trang by them and very less foreign tourist come by

organizing through travel agent. The percentage of tourist come to visit Nha Trang as self-

organization is 77% on total. The percentage of tourist who come to Nha Trang by travel agent is

took 22% on total.

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PercentValid yes 86 86.0 86.0 86.0

no 1 1.0 1.0 87.0not sure 13 13.0 13.0 100.0Total 100 100.0 100.0

Figure 4.8 Revisit in next time

In the figure 4.6 indicate the most two important are the percentage of tourist who wants to

revisit or not revisit Nha Trang in the next time. In this table, the percentage of tourist who wants

to revisit Nha Trang is the highest, such as 86%. The percentage of tourist who does not want to

revisit is 13% on total, and the percentage for tourist who does not want to revisit Nha Trang is

1%. From this table, the information is indicating that most of tourist in Nha Trang is satisfied.

The experiences, quality of services and tourism products can satisfy their expectation. That is

the most imperative factor for tourist decision to revisit a destination. In contrast, different

people will have different of demand, and the percentage of unsatisfied in this table is low and it

took 1% on total interviewer. In addition, the percentage of the tourist who still confuses and has

not made a decision is 13%. Therefore, we can see that, the tourism industry in Nha Trang is

developing and it has a good performance to the foreign tourists for pulling them back to revisit

and promote the place with its attraction factors.

Group of motivation



no 15 15.0 15.0 100.0Total 100 100.0 100.0

Figure 4.9 Holiday and relaxation



no 41 41.0 41.0 100.0

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Total 100 100.0 100.0

Figure 4.10 Beauty of landscape



no 30 30.0 30.0 100.0Total 100 100.0 100.0

Figure 4.11 Cultural offer



no 30 30.0 30.0 100.0Total 100 100.0 100.0

Figure 4.12 Gastronomic motivation



no 36 36.0 36.0 100.0Total 100 100.0 100.0

Figure 4.13 Suggest by friend

In this group of motivation, it barely indicate that the tourist’s motivation to motivate them visit

to NhaTrang. The most interested that can motivate tourist to visit Nha Trang is gastronomic

motivation, culture offer, holidays and relaxation, and the beauty of landscape. In these

motivation factors, the one that has a highest percentage of positive answer is holidays and

relaxation factor. We can look at the relation between holidays and relaxation factor with the

beauty of landscape. Majority of foreign tourist come to Nha Trang for relaxation because of

nice environment with the nature landscape. In the table of beauty landscape factor, there is 59%

of tourist visit to Nha Trang because of the beauty landscape in Nha Trang, and the rest of 41%

is coming for other motivation. The last two motivation factors that have a same percentage of

tourist interested in is gastronomic motivation and cultural offer. The percentage of tourist go for

gastronomic and culture offer is took 70% on 100 respondents and the rest of 30% is go for

others. The result of these two factors is indicate that the culture tourism in Nha Trang is

maintaining and it is an advantage of Nha Trang to attract to foreign tourist for experiencing

about Vietnam culture and especially the culture in the south Vietnam. in the table of suggesting

by friends, it also indicate that the good performance of tourism in Nha Trang, and the attractive

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nature resources as a advantages for Nha Trang tourism. The percentage of tourist who comes to

Nha Trang by friends suggesting is 64%. It can be an effect of Word Of Mouth (WOM), and

when the foreign tourist, they finish their trip in Nha Trang, they will suggest again to their

friends or their relations to visit and motivate them to come for an experience in Nha Trang.



no 72 72.0 72.0 100.0Total 100 100.0 100.0

Figure 4.14 Entertainment



no 97 97.0 97.0 100.0Total 100 100.0 100.0

Figure 4.15 Sporting



no 70 70.0 70.0 100.0Total 100 100.0 100.0

Figure 4.16 Health and beauty



no 90 90.0 90.0 100.0Total 100 100.0 100.0

Figure 4.17 Business



no 90 90.0 90.0 100.0Total 100 100.0 100.0

Figure 4.18 Visiting friends or relation

The percentage of other motivation is less than these first five tables of motivation. The

motivation of tourist who comes to visit Nha Trang is 28% on 100 respodents. Even though, Nha

Trang is an urban city with variety of entertainments activities, but it seem like the natural and

cultural attraction factors are the most attractive resources that can attract tourist. The other

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motivation as sporting, health and beauty are also less attract from tourist. The percentage of

sporting motivation is 3% on 100 respondents, and the percentage of health and beauty is 30%

on 100 respondents. While the percentage of disagree for sporting is 97% on 100 respondents,

and for health & beauty is 70% on 100 respondents. The last two motivations are business and

visiting friends or relation. In the table of business motivation, the percentage of tourist who

comes for business is 10% on 100 respondents and 90% is not coming for business. The last

table is the table for tourist who comes for visiting friends or relation has a same percentage

average with business motivation.

In short, after explaining the group of motivation, we can see that tourist come to Nha Trang

because of cultural experiences, enjoy their holidays with a beauty landscape, and relax.

Tourist’s Satisfaction Evaluation:

In this section, the table will reflect the tourist’s satisfaction and un-satisfaction in the particular

factor that contribute their experience in Nha Trang. This section is the important section,

because it is the main factor that has an influence on the tourist decision to revisit a destination in

future.


PercentValid normal 22 22.0 22.0 22.0

satisfied 72 72.0 72.0 94.0very satisfied 6 6.0 6.0 100.0Total 100 100.0 100.0

Figure 4.19 Climate

The climate in Nha Trang as I have mention at the part of introduction, that Nha Trang has a

Tropicana savanna climate and has an influence by the ocean climate. So that the temperature in

Nha Trang is from 25 C - 26 C. we can see the result for tourist’s satisfaction in this table is⁰ ⁰

good result with the highest is the satisfied status with 72% on 100 respondents, 6% is very

satisfied, 22% on 100 respondents is normal, and it doesn’t have any unsatisfied with the climate

in Nha Trang.

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PercentValid unsatisfied 4 4.0 4.0 4.0

normal 27 27.0 27.0 31.0satisfied 60 60.0 60.0 91.0very satisfied 9 9.0 9.0 100.0Total 100 100.0 100.0

Figure 4.20 Kindness of the local people

One of the most important factors for contributing to the good memory in tourist experiences is

the hospitality of local people. In this table, tourist is satisfied with the hospitality of local people

and it took 60% on 100 respondents. The indexes of the unsatisfied are low. Which is took 4%

on 100 respondents. The percentage of normal status is 27% on 100 respondents. Moreover, the

percentage for the very satisfied status is 9% on 100 respondents. Base on this result, the indexes

are indicate that the hospitality of local people is good and they are aware that the spearhead of

Nha Trang is tourism. Besides that, we can evaluate on the marketing planning and management

of the government state in Nha Trang has a good organization and performance for the local

awareness of the tourism imperative in the city.



normal 73 73.0 73.0 83.0satisfied 17 17.0 17.0 100.0Total 100 100.0 100.0

Figure 4.21 Road links



normal 68 68.0 68.0 89.0satisfied 11 11.0 11.0 100.0Total 100 100.0 100.0

Figure 4.22 Local traffic

In these two figures, it indicates the review of tourist about the traffic system in Nha Trang.

Traffic system in Nha Trang is still developing and it is better than other city. There is no traffic

jams and the transportation for tourist is enough to provide to a huge number of tourist coming in

high season. The road link in the city is simple but it quite complicated for the foreign tourist

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with the structure as a spider web. However, the indexes in these two tables are normal and it

does not have any bad result. The percentage of normal status in these two figures is the highest.

For the unsatisfied status, it does not need to worry because of low percentage on total

respondents. For the road link (unsatisfied is 10%, normal is 73%, satisfied 17% on 100

respondents), and for the local traffic (unsatisfied 21%, normal is 68%, and satisfied is 11%).




Figure 4.23 Information receive before coming to destination




Figure 4.24 Tourist information in Nha Trang

Information of destination is very important for tourist for making decision of choosing. In these

two figures, we can see that, tourist is satisfied with the information received before coming to

Nha Trang and the information for tourist in Nha Trang, firstly, we will evaluate the table of

information received before coming to destination. Tourist who come to Nha Trang is received

sufficient information about the destination and they can understand more about the place where

they will travel. The information about the background, the tourism packages, and services,

accommodations is clear and that can be a good impression at first. The information about Nha

Trang to tourist is clear and they can easy to search on internet or any media system, so this is

one of the contribute factor of tourist satisfaction. We can see in this result as the satisfied status

take 69% on 100 respondents, normal status take 25% on 100 respondents, very satisfied is 4%,

and unsatisfied is 2%.

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In the destination, the requirement for information is also expected from tourist and it can be one

of the factors that contribute the tourist satisfaction. At the figure for information in Nha Trang,

the percentage of satisfied is 71%, very satisfied is 4%, and normal is 25% on 100 respondents.




Figure 4.25 Quality of urban design

In this figure, the indexes are indicating the quality and standard of the urban design in the city,

and it can be a convenient in the city. For the quality of the urban design, 53% on 100

interviewers is satisfied, 33% is normal, 12% is very satisfied, and 2% is unsatisfied on 100

respondents.




Figure 4.26 Historical, culture, heritage

Tourist come to Nha Trang is not only for relaxation but also for experiencing about the culture

and heritage side in Nha Trang. There are many ancient building and coastal village cultural.

Nha Trang with 359 establishment years can satisfy the tourist, whom wants to come and have a

new experience about South Vietnam. We can see that by the figures of tourist satisfaction about

historical, culture and heritage. The satisfied status is 61% on 100 respondents, normal status is

15%, very satisfied is 24%, and there is no unsatisfied or very unsatisfied status (0%). Based on

this result of culture and heritage, we can see that tourists come to visit Nha Trang for culture,

heritage experience is satisfied, and the culture in Nha Trang is success for satisfying the tourist

expectation. Moreover, with the good figures of tourist satisfaction in culture and heritage, we

26


can see that culture and heritage is one of the motivations factor can attract foreign tourist to

revisit Nha Trang.




Figure 4.27 Landscape beauty




Figure 4.28 Environment sustainable

Landscape and environment sustainable are the two topics that I want to discuss and explain

together. Nha Trang is the place that famous about beauty of landscape and sea resources for

tourism, and especially in eco tourism. In the figure of motivation group, we can see that most of

tourist come to Nha Trang for relaxation and it took the highest percentage in the motivation

group. Therefore, it indicates the potential and advantages in nature resources of Nha Trang is

one of the motivation factors to attract foreign tourist to revisit. In the figure of tourist

satisfaction about landscape beauty, the both tourist satisfied and very satisfied are take 84%,

which is including 47% of satisfied status and 37% of very satisfied on 100 interviewers. This is

a positive figure for the eco tourism in Nha Trang. The percentage of unsatisfied and very

unsatisfied is 16%, which is including 14% of very unsatisfied status and 2% of unsatisfied

status. This percentage of unsatisfied status is not worrying, because of the percentage is very

less. However, Nha Trang also needs to focus more about environment sustainable. For

sustaining the environment, it is more about awareness. The first object should be aimed is the

local, and second is tourist. Besides that, it also needs to have an effective sustainability

27


management. In the table of tourist satisfaction about environment sustainable, we can see the

percentage of satisfied status is 37%, very satisfied is 14%, normal is 47%, and unsatisfied is 2%.

It indicates that, the environment in Nha Trang is sustaining and it is following the standard of

international tourism. However, Nha Trang should follow up and develop the preservation

management system, because the nature environment and sea environment is one of most

attractive factors for tourist to revisit.




Figure 4.29 Safety & security

For making a decision to choose a destination, the factor that will be focus after the destination

attractions is safety & security. This factor is the most imperative factor that the develop tourism

destination must focus on it. In the table of tourist satisfaction of safety & security, the

percentage of very satisfied status is 12%, satisfied status is 34%, normal is 52%, and unsatisfied

is 2% on 100 respondents. It indicates that the safety & security in Nha Trang is providing a

good performance to the tourist. However, there is 2% of tourist unsatisfied; it can be some

unexpected cases that have had happen to tourist. Therefore, Nha Trang needs to improve and

enhance the safety environment for tourist to restrict and prevent these unsafely cases.




Figure 4.30 Quality of accommodation

In the figure of quality of accommodation, this figure is indicating that tourist is satisfied for

their issue of accommodation. The percentage of very satisfied is 11%, satisfied is 62%, normal

is 25%, and unsatisfied is 2%. Therefore, we can see the development of infrastructures in

general and accommodation quality in particular are improving and reaching the tourist

expectation to satisfy the tourist demand in accommodation.

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Figure 4.31 Amusement activities

In the figure of tourist satisfaction about amusement activities, the figure is pointing out that

tourists just satisfy in a normal status and it has not reach their expectation. From this figure, we

can see the percentage of very satisfied status is 9%, satisfied is 35%, normal is 54%, and

unsatisfied is 2 % on 100 respondents. The percentage of normal status is the highest, so we can

conclude that, amusement activities and services in Nha Trang need to be expanded and

developed to reach tourist expectation and satisfy their demand in amusement.




Figure 4.32 Sailing offer

Nha Trang is a beach city, so these sailing activities or these sea activities are a part that

indispensable, or a main activity. In this figure, the percentage of very satisfied status id 9%, and

satisfied status is 71%, it showing that these sailing offer has a good performance and provide to

tourist a good service that can satisfy them. For other status as normal (18%) and unsatisfied

(2%) are not worrying, because the percentage is very low on total 100 respondents. However,

these sailing services also need to be expanded and enhance more about activities and the

standard to attract more tourists and satisfy their demand.

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Figure 4.33 Local gastronomy

Visiting Nha Trang, tourist cannot missing the local gastronomy and especially south Vietnam

cuisine. In Nha Trang, tourist can have an opportunity to try a different Asian cuisine with

seafood and many specialties of a famous beach city in Vietnam. In this factor, the percentage

tourist satisfaction is high with positive indexes. The percentage of very satisfied status and

satisfied status is 85% on 100 respondents, which is including (27% of very satisfied status, and

58% of satisfied status), and normal is 15% on 100 respondents. For local gastronomy factor,

there is no negative comment as unsatisfied or very unsatisfied from tourist. That is very positive

sign and Nha Trang needs to exploit and expanse this factor as an advantage to attract more

tourists to visit and revisit.




Figure 4.34 Quality price ratios

Nha Trang has a low living cost and the quality is good for satisfying tourist. Tourist come to

visit Nha Trang can enjoy their holidays with an acceptable expense. Most of tourist is satisfied

for their expenses in Nha Trang. We can see that in the figures in this table of tourist satisfaction

about quality price ratio. The percentage of tourist satisfied is the highest with 79%, and very

satisfied is 10% on 100 respondents. For normal status, the percentage is 11% and there is no any

tourist’s comment for unsatisfied about price in Nha Trang. In conclude, it indicates that, Nha

Trang is a good tourism destination for tourist and foreign tourist in particular. Nha Trang

provides to tourist a good quality of services and tourism product with a acceptable price and

even the living cost in Nha Trang is not so expensive. Therefore, it can be an advantage to

promote and satisfy tourist demand in anyhow.

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Based on those figures of the statistic, we can identify that the most motivation can make foreign

tourist to revisit Nha Trang such as relaxation with the beauty of landscape, for an experience of

local gastronomy and the cultural in Nha Trang, and friends (WOM) recommend the last

motivation factor. These motivation factors are the factors that contribute the satisfaction of

tourist in Nha Trang and the decision of revisiting. On other hands, it also indicate the attractive

factors of Nha Trang as a pull factors such as the beauty of nature and landscape god for eco

tourism, the mixture of south Vietnam culture and the Cham ethnic culture, a nice climate with a

fresh environment, local foods cuisine with diversity and variety food type, many type of sea

activities. In this study, it indicate and classification type of tourist come to visit Nha Trang such

as European and America are the major of tourist come to Nha Trang. secondly, Asian tourist is

less than European and America.

5.0 DiscussionIn this study, it focuses on the motivation of tourist and especially foreign tourist to revisit to

Nha Trang. Secondly, it indicates the evaluation on the purpose how much is tourist satisfy about

services and tourism product in Nha Trang and the effective of their satisfaction on their decision

to revisit and the willingness to recommend to others. It will explain the attraction of Nha Trang

31


city and the weakness and defectives of the city. Besides that, based on the tourist’s satisfaction

and motivation, there is a recommendation and suggestion for developing and expanding tourism

industry in Nha Trang city.

During the evaluation and those figures that have statistic in finding part, we can see that the

most motivations that motivate tourist to come to Nha Trang are these five motivation factors in

the motivation group such as local gastronomy, holidays & relaxation, culture and heritage,

beauty of landscape, and suggested by friends.

For local gastronomy or local cuisine, this is the most interested for foreign tourists to visit and

has an experience. Tourist can have different of choices with a diversity and variety of type of

food in Nha Trang. Nha Trang is a place that has a mixture of culture, so the local gastronomy in

Nha Trang is very abundant in style. The abundant of local gastronomy can identify as the most

interested experience for tourist who want to travel for experiencing new things. During the

survey, most of the respondents were have a same answer as gastronomy motivation. The local

gastronomy in Nha Trang can be identifying as one of the satisfaction factors that can satisfy

tourist expectation and tourist demand. Therefore, a local cuisine in Nha Trang is factor that

contributes the place image and it has an impact on the landscape (Katia Laura Sidali, Achim

spiller, Birgit Schulze).

Secondly, there are two motivation factors that we should mention and evaluate together are

holidays & relaxation, and beauty of landscape. Foreign tourist who chooses Nha Trang for a

destination, most of their motivation is for relaxation and the beauty of landscape. Nha Trang has

a beauty nature that less affected by human hand, and it still maintain the natural beauty.

Therefore, it can be explained as a reason that attract foreign tourists come to relax, change the

environment, and avoid from the noise of the city.

In culture & heritage motivation, it is the face or character to reflect the life of the people in the

social in the location. Nha Trang has a mixture of culture between the Cham ethnic and

Vietnamese. Therefore, foreign tourists can have a good memory during their trip for

experiencing the culture in Nha Trang. The culture and heritage tourism traveler is the tourist

who has an advanced degree and qualification. Education and qualification level are the

significant that has an imperative influence on participate in a culture and heritage trip (Burns,

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L., et al, 2010). In the table (4.11), the figures indicate that most of tourists come to Nha Trang

for culture and heritage motivation take 70% on 100 respondents. The ages of tourist are

majority from 26 – 30, and 36 – 40. For the tourist education, most of tourist is with the high

level and the highest percentage is degree and master (degree is 61%, and master is 18% on 100

respondents). Therefore, these tourists come for culture and heritage motivations in Nha Trang

are young, so we can see that the culture & heritage tourism in Nha Trang has a good

performance to tourist and it even has an attractive on young tourists to go for it. This is a

positive signal for heritage tourism in Nha Trang, because usually the heritage tourists are old

tourist from 45 – 65 years old (Burns, L., et al, 2010), but in Nha Trang it can attract the young

tourists to come and experiencing the culture and heritage. Therefore, that, the culture & heritage

in Nha Trang is also the most successful attraction of the destination to motivate foreign tourist

to revisit.

The last success motivation that is suggested by friends. That motivation can create a curious

and pushing tourist to come for an experience. Suggesting by friends or we can call it as Word

Of Mouth (WOM), is a very important in tourism marketing. In figures and the explanation of

the table 4.13, the percentage of tourist go by friend suggestion are 64% on 100 respondents.

This indicate that, Nha Trang has a good memory in the tourists experience, it has provide a

good services with good quality to satisfy tourist demand. So when tourist is satisfied, they will

choose to revisit and them willing to recommend to others. When tourist wants to come to a

destination where they have not been for other motivations, they may decide or change to other

destinations. However, the recommendation from their friend or relatives is also the most

important factor for their decision to choose. So in this factor, we can draw a result that, if Nha

Trang has a good performance in quality of tourism services and activities, then the WOM effect

will be spread in exponentially. However, WOM effective also can be two sides for Nha Trang in

negative side. It can attract and pull tourist to come and revisit to Nha Trang in positive side, but

it also can push and decrease tourist to come and revisit to Nha Trang in exponentially. So it

require a very carefully for a good developing management and strategic planning for tourism in

Nha Trang.

Most of foreign tourist in Nha Trang is satisfied and it indicates that the services and tourism

product in Nha Trang can satisfy tourist expectation. We can see that the contribute factors to

33


tourists satisfaction are climate, local hospitality, information received before visit Nha Trang

and tourist information in Nha Trang, the quality of urban design, culture & historical, beauty of

landscape, accommodation, sailing offer, local gastronomy, and quality of price ratio. For these

factors, the contain of satisfied and very satisfied percentage are higher than other such as

unsatisfied and very unsatisfied. However, it has not really reach the maximum of tourists’

expectation for fully satisfy. In those figures of tourist’s satisfaction evaluation part, we can see

that most of the factors are not high in satisfied and very satisfied percentage. The percentage of

normal status still takes a significant space in tourist impress. These factors such as traffic,

environment sustainable, safety & security, amusement activities are still not improving to reach

the tourist satisfaction to satisfy tourist expectation. Therefore, Nha Trang needs a solution for

that and expands more activities for urban tourist. It needs to focus on these weaknesses for

turning it into strength.

In the suggestion part, there are some solution that can help Nha Trang to develop and expand

these strength and advantages to be more attractive to tourist, especially foreign tourists. Besides

that, the solution and remedy for these weaknesses of Nha Trang is indispensable to develop Nha

Trang.

Nha Trang has strength in gastronomy and local cuisine, and this is the factor that can attract the

curious from tourist to come and has an experience. Besides the expansion a diversity of foods,

Nha Trang need to focus more about the traditional local food as a part of culture and it will

present to tourist the unique character of Nha Trang to attract more culture & heritage tourists.

For these heritage sides in Nha Trang, there are temples and culture village need to be preserved

and make the local aware that as invaluable properties of Nha Trang, and the awareness of

culture sustaining by advocacy and propaganda the local.

The beauty of landscape in Nha Trang is the preferential of the nature to Nha Trang. However, it

can be destroyed if it is exploited without preserving. Constraining massive investment in large

scale of tourism development projects on these island of Nha Trang Bays. Especially, these

project of leveling the sea and some coastal areas of the bay for developing infrastructure and

economy. These solutions are useful and it can reduce and minimum the pollution for the

environment in the bay and gradually solve the environmental pollution by waste for Nha Trang

bay. For the management in these tourist docks, it needs a closely cooperate with the functional

34


agencies in Nha Trang to check all the sea transportations for tourist at the Bay, in order to

propaganda and implement these commitment for environment protection. Littering on the sea is

forbidden. For sea transportation management, the waste must be process on the land under

control of sea transport services management. Expanding and develop these sea amusements and

activities but under control of environment protection. Another solution is imperative is focus,

concentrate on advocacy, and educate on the socio and local to participate these environmental

protection. Especially, the local who live near the river following to the sea and these coastal

area that do not littering and waste in the sea or the area around.

In the city, it needs to increase and reinforce the safety and security for tourist. For instance, the

security forces for tourist need to be established for tourist security and information. The traffic

police must be stands by and ready for solving the traffic jam and information for foreign

tourists. For marketing, Nha Trang should focus more on the tourist’s nation. Because for each

nation, they will have different of characteristics, taste, habit, socio classes, so it can be very

useful for evaluating on tourist satisfaction to give the strategy for developing Nha Trang city.

6.0 ConclusionNha Trang is the destination that can be an attractive of international tourist and especially is

European tourist. It has many opportunities and potential to develop and become centre of

tourism in the south East Asia. The preferential of nature, local gastronomy, and the unique of

35


culture are the attraction that can motivate tourist to come and visit Nha Trang. However, these

advantages also need to be sustained and expand in a logical way of developing. Besides that, the

city also needs to focus on solving the weakness to turn it into the strength, and avoiding from

tourist unsatisfied. The most strengthen factor is sea advantages and the beauty of sea and

landscape in the Bay. Therefore, the solution for constrain and prevent environment pollution is

an imperative problem that Nha Trang needs to come out. Developing infrastructure and

economic for serving these leisure and entertainment but must be under control of the rational

planning. Most of the services and tourism products or activities in Nha Trang can issue for

tourist demand and satisfy their expectation. However, for providing good services with

standard, it always comes with the survey implementation for evaluating tourist satisfaction and

tourist demand. It important for tourism marketer to plan and provide services according to

tourist characteristics such as socio classes, age, purpose, motivation, demand. It has an effective

on the dicission of tourist to revisit Nha Trang in the future or not. In short, Nha Trang is the

destination where is consider as a best destination for foreign tourist in Vietnam. Nha Trang is

containing a huge potential to be developed as a tourism centre in Vietnam for the future.

References

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36


Abraham Pizam, Y. M., n.d. Consumer Behavior in Travel and Tourism. s.l.:The Haworth Hospitality Press.

Acheraporn Plangmarn, B. G. M. M. P. P. P., 2012. Cultural Value And Travel Motivation Of The Tourists.

Anon., n.d. [Online].

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Cam, T. T. A., 2011. Explaining Tourist Satisfaction And Iintension To Revisit Nha Trang, Vietnam.

Esu, B. B. & Arrey, V. M.-E., 2009. Tourists’ Satisfaction with Cultural Tourism Festival: a Case Study of Calabar Carnival Festival, Nigeria.

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Katia Laura Sidali, A. S. B. S., n.d. Food, Agri-Culture and Tourism: Linking Local Gastronomy and Rural Tourism interdisciplinary perspectives. s.l.:s.n.

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Liên, P. T. K., 2010. Tourist Motivation and Activities A Case Study of Nha Trang, Vietnam.

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Mohammad, B. A. M. A.-H. & Som, A. P. M., 2010. An Analysis of Push and Pull Travel Motivations of Foreign Tourists to Jordan.

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Appendix

38

http://www.vietnamtourism.gov.vn/

http://www.hoteltravel.com/

http://www.gopfp.gov.vn/

http://www.vietnamtourism.gov.vn/


QUESTIONAIRE SEURVEY 2012

The Motivation for Attracting Foreign Tourist to Revisit Nha Trang: A Case Study of Nha Trang, Vietnam.

I am a student currently taking the degree of International Tourism Hospitality Management program from Sunderland University at Segi University, Malaysia.

I am carrying out a research survey about tourist motivation and satisfaction at Nha Trang, Vietnam. Your answer will be used solely for this research and it is a main contribute element for my research. Your participation is highly appreciated. Thank you

Section A: TOURIST DEMOGRAPHIC

1. Where are you from?

Asia Europe Africa America

39


2. Gender: male

Female

3. Age: 16-25

20-25

26-35

36-45

46-55

56-65

Above 65

4. Education: primary school

Secondary school

High school

Degree

Master

Doctorate

5. Average monthly income of you/your family: less than $500

$500-999

$1000-$1999

$2000-$2999

$3000-$3999

Over $4000

Section B: TOURIST MOTIVATION

1. How many times have you visit to Nha Trang before? : 1st time

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2nd -5th times

More than 5th times

2. Number of night staying in Nha Trang: 0 nights

1-3 nights

4-7 nights

More than 7 nights

3. Average daily cost per person in Nha Trang: less than $30

$30-$50

$50-$100

More than $100

4. Typed of travelling: self organized

Organized (through by travel agent)

5. Do you think you will visit Nha Trang again? : Yes

No

I don’t know

6. What kind of accommodation did you choose: Hotel

Resort

Campsite

Private apartment

Marina

7. How did you know about Nha Trang? : recommended by friends/relatives

Tourism trade fair

Internet

Travel agency

Other

8. Why did you choose to come to Nha Trang? : Holidays and relaxation

Entertainment

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Recommendation by friends or relatives

Beauty of the nature and landscapes

Cultural offer

Sporting offer

Health and beauty offer

Work

Visiting friends or relation

Gastronomic offer

Section C: TOURIST SATISFACTION EVALUATION

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1-very unsatisfied

2-unsatisfied

3-normal

4-satisfied

5-very satisfied

1. Climate: 1 2 3 4 5

2. Kindness of the local people: 1 2 3 4 5

3. Road links 1 2 3 4 5

4. Local traffics 1 2 3 4 5

5. Car park 1 2 3 4 5

6. Information receive before travel to Nha Trang 1 2 3 4 5

7. Tourist information in Nha Trang 1 2 3 4 5

8. Souvenirs 1 2 3 4 5

9. Quality of urban design 1 2 3 4 5

10. Pedestrian area 1 2 3 4 5

11. Park and greens area 1 2 3 4 5

12. Historical culture, heritage 1 2 3 4 5

13. Landscape beauty 1 2 3 4 5

14. Environmental safeguarding 1 2 3 4 5

15. Safety 1 2 3 4 5

16. Opening hours of bank and shop 1 2 3 4 5

17. Shops 1 2 3 4 5

18. Accommodation 1 2 3 4 5

19. Amusement activities 1 2 3 4 5

20. Health and beauty tourism offer 1 2 3 4 5

21. Sailing offer 1 2 3 4 5

22. Local gastronomy 1 2 3 4 5

23. Quality price ratio 1 2 3 4 5

43

the motivation to attract foreign tourist to revisit to nha trang

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