INFLUENCE OF TOURISM PRODUCTS ON TOURIST SATISFACTION: THE CASE OF CHAU THANH DISTRICT, BEN TRE PROVINCE, VIETNAM

Tourism products are crucial elements that create the attractiveness and competitiveness of a destination. Tourist satisfaction serves as a predictive indicator of future customer behavior. Analyzing the relationship between these two factors can provide valuable insights for destination managers. However, this topic remains underexplored. This study is conducted in Chau Thanh District, Ben Tre Province, Vietnam, to examine this relationship. Data for the research was collected through a survey of 144 tourists using a structured questionnaire. Exploratory factor analysis revealed that tourism products consist of various components: types of tourism, human resources in tourism, tourism infrastructure, tourism facilities and services, and attractions. The results from multiple linear regression analysis indicated that these factors have a significant positive impact on tourist satisfaction. This research contributes new insights by incorporating the type of tourism into the components of tourism products and demonstrating its influence on tourist satisfaction. Based on empirical evidence, several management implications are proposed to enhance the quality of tourism products in Chau Thanh District, and tourist satisfaction.<p> </p><p><strong> Article visualizations:</strong></p><p><img src="/-counters-/soc/0753/a.php" alt="Hit counter" /></p>