Proceeding of The 2nd International Conference on Economics, Business and Tourism IDENTIFYING CRITICAL FACTORS AFFECTING TOURIST EXPERIENCES IN CAN THO: A TEXT ANALYSIS APPROACH Phan Nhu Ai1 Mai Ngoc Khuong2 Abstract This study is to identify the key factors that affect positive and negative tourist experiences in Can Tho through analysis of online customers reviews. The paper used a qualitative research method known as netnography combined with content analysis technique. The total of 467 reviews of tourists are collected and analyzed to explore tourist experiences. The software Nvivo is utilized to code data and find themes. Finally, six main factors with various subcategories are recognized to affect tourist experiences directly including Accommodation, Food and Beverage, Natural characteristics, Cultural characteristics, People and Perceived value. The study is hoped to be useful for Can Tho to provide suitable recommendations that improve the tourism services and enhance tourist experiences. In addition, this research not only contributes to tourism industry but also supports the basis to conduct further research in the future. Keywords: qualitative research, netnography, text analysis, Nvivo, tourism industry, online tourist reviews, tourist experiences, Can Tho 1 International University – Vietnam National University, HCMC – Email:
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[email protected] ICEBT - 2020 ISBN: 978-604-73-7383-3 Proceeding of The 2nd International Conference on Economics, Business and Tourism 1. Introduction Tourist experience is considered as one of the significant aspects that researchers explore in tourism literature. Indeed, it is conceptualized as the psychological state of individuals during their involvement that affects consumer satisfaction (Lian Chan and Baum, 2007).