Identifying Critical Factors Affecting Tourist Experiences in Can Tho: a Text Analysis Approach
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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: [email protected] 2 International University – Vietnam National University, HCMC – Email: [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). The quality of tourism experience is analyzed and measured through plentiful dimensions by different researchers (Cetin and 2016; Jennings and Nickerson, 2006; Kim et al., 2012; Lian Chan and Baum, 2007; Otto and Ritchie, 1996; Wu et al., 2020). None of the tourism research can deny the importance of experience quality as well as its relationship with other variables (Baker and Crompton, 2000; Chen and Chen, 2010; Cronin et al., 2000). According to Chen and Chen (2010), experience quality has an influence on perceived value and satisfaction and indirectly affects behavioral intention. In addition, online reviews are more popular and become a trend of tourist behavior. Virtual community is “groups of online individuals who share interests and interact with one another” (Litvin et al., 2007); therefore, tourists involve online travel communities to fulfill their needs for communication, information and entertainment (Bishop, 2007). Online tourist reviews are useful to understand travel destinations and their services, evaluate alternatives, avoid bad places or services as well as achieve valuable ideas (Gretzel and Yoo, 2008). There were few researches applying the concept of tourism experience, especially exploring the tourist behaviors in the online community, in Can Tho. It is the largest city of the Southwest area in Vietnam of which landscapes and features symbolizer for the waterways and natural beauty of the region. In 2017, the tourism revenue is estimated VND 2,898 billion, rising up to 59% compared to the same period of last year (General Statistics Office, 2017). Therefore, such regions with sufficient potentials in tourism as Can Tho can be considered as the representative to stimulate cultural tourism and ecotourism and thus highly demand research about tourist experience. This study is implemented to deeply analyze the causal impacts on tourism experiences and thus have a general picture of tourism in the region. The analysis is conducted through qualitative research knowledge, netnography, combined with content analysis technique. The findings of this paper would identify the factors affecting tourist experiences and thereby provide plentiful recommendations that can contribute to the general development of tourism in Can Tho. ICEBT - 2020 222 ISBN: 978-604-73-7383-3 Proceeding of The 2nd International Conference on Economics, Business and Tourism 2. Tourist experience concept 2.1. Tourist experience: conceptualizations, dimensions and role in tourism Tourist experience or tourism experience is a complex concept that is differently explicated through different approaches in tourism literature. Indeed, experience is the process of obtaining intellect and skills through watching, making and sensing things achieved from participating in activities and connecting with the community (Wu et al., 2020). This interaction would create social meanings for activities and affect emotional states of visitors. Tourist experience is all the things relevant to participants when travelling such as behaviors, recognition, awareness and responses. It is the psychological state of individuals during their involvement (Lian Chan and Baum, 2007). Tourist experiences are structured from their motivation and expectation (Cetin and Bilgihan, 2016). Indeed, tourist experience is described as the integration of elements that form emotions and viewpoints of visitors to a certain destination (Lian Chan and Baum, 2007) or as the integration of meanings and activities of a place (Smith, 1994). Tourist experiences involve aspects of authenticity, exoticism, value and change so tourists have their own experiences through enjoying various parts of destination (Smith, 1994). The way visitors experience along the trip is a complicated emotion process (Wu et al., 2020). Cetin and Bilgihan (2016) stated that visitors participate in this tourism process in term of physique, feelings and intellect. At the highest level of this involvement, they are completely keen on activities at tourism places and thus tourists and destinations generate experiences as a whole. Experiences are evaluated positive when tourists can explore local culture and inheritance, have good interaction with residents and response to external factors such as the beauty of landscapes, attractions, etc.; and vice versa, negative experiences come from unluckiness of external causes such as poor services or bad attitude of locals, etc. (Jennings and Nickerson, 2006). The quality of experience is an important aspect and widely considered in tourism experience literature. Most experience research tends to center on experience evaluation and emotional, spiritual, cognitive, or sociological expressions (Wu et al., 2020). Quality experience is defined as the ‘eco- tourist’s affective responses to their desired social-psychological benefits’ (Lian Chan and Baum, 2007). It is constituted from emotional components which include the subjective, affective and extremely individual reactions to tourism services. The positive tourist experiences, stated Lian Chan and Baum (2007), are measured by the six key dimensions: Hedonic (excitement, enjoyment, memorability); Interactive (meeting people, being part of the process, having choice); Novelty (escape, doing something new, and new experiences); Comfort (physical comfort, relaxation); Safety (personal ICEBT - 2020 223 ISBN: 978-604-73-7383-3 Proceeding of The 2nd International Conference on Economics, Business and Tourism safety, security of belongings) and Stimulation (educational and informative, challenging). Besides, negative experiences come from attributes tourists dislike, discomfort, frustration or disappointment. Both positive and negative experiences are structured by affective factors (from tourists themselves) and functional factors (from destinations). As Kim et al. (2012) shared, memorable tourism experience is influenced by affective component, cognitive component and behavioral component. In addition, Cetin and Bilgihan (2016) found that as the main factors affecting cultural tourist experiences are Social Interaction (characteristics of locals such as helpful, polite, friendly, interesting, peaceful, calm, like to share and hospitality…); Local Authentic Clues (novel and authentic perceptions distinctively symbolize the locality); Service (tourism infrastructure, service facilities); Culture and Heritage (heritage, art, history, entertainment, fashion, events, architecture and food…) and Challenge (noise, transportation, safety, tourist traps, norms and rules, language, parking and lack of standards…). Jennings and Nickerson (2006) analyzed quality experience through three dimensions: Pull factors (attractions and activities, driving, landscape viewing and scenery, weather), Social interaction (interaction with friends and family), Support and Customer Service (accommodations, food services, public facilities or areas, highway/road, tourism information, service delivery). Similarly, the quality of experience is relevant to hedonics, peace of mind, involvement and recognition (Otto and Ritchie, 1996) or it can involve hedonism, novelty, local culture, refreshment, meaningfulness, involvement and knowledge (Kim et al., 2012). The importance of tourism experience has been affirmed in tourism literature. Understanding causal relationship between tourism experiences and other factors is a significant aspect demonstrated in experience approach. The main variables shown in tourism experience model are perceived value, satisfaction and behavioral intention. (Baker and Crompton, 2000; Cronin et al., 2000; Chen and Chen, 2010). Specifically, experience quality has a positive effect on perceived