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.
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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
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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 value and satisfaction which, in turn, influence behavioral intention. In the model of Chen and Chen (2010), experience quality is the indirectly antecedents affecting behavioral intention.
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Perceived value
Experience Behavioral quality intention
Satisfaction
Figure 1. Relationship of experience quality and tourist behaviors
Source: Chen and Chen (2010)
2.2. Tourist satisfaction
Tourist satisfaction has already been explored by previous researches listed as Alegre and Garau (2010); Huang et al. (2010) and Oliver (1997). Satisfaction is just customer evaluation of the recognizable difference between previous expectations and the actual performance after their purchase and consumption (Tse and Wilton, 1988). Tourist satisfaction, said Oliver (1997), is the end state of a psychological process ‘resulting when the emotion surrounding disconfirmed expectations is coupled to the consumer’s prior feelings about the consumption experience’. Therefore, satisfaction is the fulfillment response of consumers after experiencing, the degree of fulfillment level is whether comfortable or uncomfortable. From the cumulative opinion, or the total of customer consumption experience evaluation, Swart (2013) defined satisfaction as general attitude or feeling of tourists that is based on accumulated evaluation of various elements and features that tourists might behave during purchase process from pre-purchase, purchase to post-purchase stage. Despite different definitions, there are three groups: outcome or reaction (an emotional, recognizable and assessment); judgement of a specific point such as expectation, experience of product or purchasing process; time when customers response such as pre-purchase, post-purchase (Liang, 2008). Besides, researchers have investigated the effects on satisfaction through different dimensions with different framework (Byambaa and Chang, 2012; Liang, 2008; Rodgers et al., 2005; Swart, 2013). The model of Rodgers et al. (2005) suggested that two main dimensions are information quality and service quality positively influencing consumer satisfaction.
Information quality has become popular concept in modern life, especially in the sector of service operation. It is known as the quality of information provided by online service of which measure consists of sub-variables such as punctuality, spread, convenience, and entertainment of the information (Rodgers et al., 2005). Besides, information quality refers to the accuracy, completeness,
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Service quality affects consumer satisfaction through five key dimensions of end user service: tangibility, reliability, responsiveness, assurance, empathy (Parasuraman et al., 1988). Tangibility is the dimension of customer value in tourist business and “physical facilities, equipment and appearance of personnel”. Reliability transfers proposed task completely, affects customer behavior and achieves service commitment responsibly and undoubtedly. Responsiveness refers to customer relationship consistent with the delivery of product and service to customers including the response and delivery time dimension, and how customers feel about purchasing from the company (Kaplan and Norton, 1996). Assurance is personnel’s consideration of respectfulness, encouragement of belief and confidence. Empathy is the compassion of personal attention that emphasizes positive impression on customer and generate customer loyalty.
3. Online tourism community
3.1. Virtual community
This term means different people and refers to a particular website used to discuss about a subject and topic or indicates groups of people using basic tools to communicate together and these communities appear in many forms (Bishop, 2007). As is identified by Litvin et al. (2007), virtual community is ‘groups of online individuals who share interests and interact with one another’. It helps members joining the online community where individual travelers and travel service companies feel free to provide evaluations and opinions on services and firms. According to Bishop (2007), online communities become a remarkable part of Internet users, serving to meet the demand of interacting with others as they involve online travel communities to fulfill their needs for communication, information and entertainment. Currently, different websites of online travel communities are available on the Internet, for instance, Virtualtourist.com, TripAdvisor.com and Booking.com where millions of travelers post and share and exchange information about travel service through communities (Yoo and Gretzel, 2008). These communities support communities and travel service companies by providing various information to fulfill communication demand and encouraging e-WOM behavior from visitors. Research of Yoo and Gretzel (2008) shows that such key factors as enjoyment, venting negative feelings, concern for other consumers, helping company to influence on consumers motivation to write online travel reviews in the community.
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3.2. Online customer reviews (OCR)
Consumer-generated content embraces various forms and kinds of media and Websites, one of which is consumer reviews and ratings. Chatterjee (2001) points out that reviews and ratings of customers are the most accessible and widespread form of e-WOM (e-word of mouth) procedure. Online WOM exists in a variety of ways such as email, instant messaging, homepages, blogs, online communities, newsgroups, chat rooms, hate sites, review sites, and social networking sites (Litvin et al., 2007). According to Somprasertsri and Lalitrojwong (2010), reviews become available as customers can express opinions about goods and services. OCR plays two main parts: providing information of products and services and giving recommendations (Park et al., 2007). OCRs directly affect tourists because they come from the customer perspectives and provide previous customers’ experience that is reliable that information from marketers. OCR has become important role in consumer decision- making processes because they seem to rely a lot on online reviews when purchasing. In fact, 97.7% of the respondents who use the Internet for travel plan confirm that they have read tourists' reviews for a pleasure trip, proved by Gretzel and Yoo (2008), most readers agree that online reviews are useful to learn about travel destinations and products, evaluate alternatives and avoid places, services they should not enjoy as well as provide valuable ideas. Nowadays, online reviews are popular and become a trend of tourist behavior.
4. Research methodology
Qualitative methods are widely used to underline demands, desires, meanings and selections. The most common qualitative methods are listed as focus groups, personal interviews, and market-oriented ethnography (Arnould and Wallendorf, 1994). Market-oriented ethnography is an essential technique based on the behaviors of customers who create market for a product or service, which requires substantial skill and outstanding investments resources so it is timely and complicated. It is also an intentionally and inevitably intrusive method that prevents unobtrusive observation of natural consumer behavior. Face-to-face focus groups and personal interviews are less time-consuming, complicated, and more widespread than ethnography (Kozinets, 2002). However, the cultural information intervention, artificiality and decontextualization of these methods are significantly larger than ethnography.
4.1. Netnography’s foundations and implementation
“Netnography” or ethnography is a new methodology of qualitative research which conducts ethnographic research techniques to learn about cultures and communities to see consumer insight
ICEBT - 2020 227 ISBN: 978-604-73-7383-3 Proceeding of The 2nd International Conference on Economics, Business and Tourism through computer-mediated communications (Kozinets, 2002). In other words, netnography is ethnography adapted to the research of online communities. Netnography employed available published information on online forums to determine and understand the effect needs and decision of online consumer groups. Netnography is thought to be less time-consuming and careful than the traditional technique – ethnography. It provides marketing researchers with a view of natural behaviors like seeking information or word-of-mouth discussion which provides opportunities for consumer- researcher and consumer-marketer to build relationships. However, great focus on online communities, require of researcher’s interpretive skill and lack of informant identifiers in the online environment can make it difficult to generalize results into the groups outside the online community. In reality, marketing researchers desiring to generalize the results of a particular online group into other groups must carefully apply evaluations of their similarities.
Kozinets (2002) proposed the two foremost steps that are seen to be helpful for preparation to carry out netnography. First of all, researchers should have particular marketing research questions and find online forums that are suitable for the kinds of questions and belong to the interest of them. When choosing online communities, researchers should evaluate carefully based on certain criteria: consistence of topic, segment or group with research question; high frequency of interaction such as posts and shares; a great deal of discrete message posters; detailed and descriptive data; more members interacting together, which is flexible and depends on specific netnography context. Next, they have to considerably learn about the forums, groups and individual participants to understand well. There are the two most important elements to this step: the data copied from computer-mediated communications of community members directly and the data that the researchers rewrite about their observations of its community, members, interaction and meanings (Kozinets, 2002). Data from this method is often abundant and effortless and the duty of researchers is choosing data to save based on research question and existing resources such as number of community members willing to participate in, ability of members to show their stories, time and skills of “netnographer”.
4.2. Data collection of the study
The research gets access to collect data from online tourism websites such as TripAdvisor, Booking.com and Agoda about destinations, accommodation, restaurants with the comments and rating scores from customers. These websites attract a large number of users as well as build a high level of trust and reputation among online tourist community as they agree that these websites contain many reviews they need and are useful for their planning trip. A total of 467 online comments are
ICEBT - 2020 228 ISBN: 978-604-73-7383-3 Proceeding of The 2nd International Conference on Economics, Business and Tourism selected to become the research data. These reviews regardless of nationality, gender, age and background of contributors are analyzed to explore tourist feelings when traveling to Can Tho.
Table 1. The number of collected reviews of tourists visiting Can Tho in 2017-2019
Agoda Booking.com TripAdvisor 2017 9 20 109 2018 10 34 127 2019 12 35 111 Sum 31 89 347
4.3. Data analysis methodology
4.3.1. Content analysis technique
It is one of the most crucial part in research process based on symbolic aspects to investigate antecedents, relationships and results of communication and thereby offer analyzed data context (Krippendorff, 1989). Content analysis is a research technique with the purpose of replicating and validating inferences from available data into particular context or viewed as “the description of the content of communication” (Berelson, 1952). Content analysis involving deductive steps allows researchers to aggregate inferences from a great source of data showing trends, forms, discrepancies. The most popular application of content analysis is deducing writers, producers, broadcast, and cultures beyond types from the frequency and capacity with the mentioned subject matter. According to Krippendorff (1989), content analysis seems to be an constitutive part of social research where different groups use it for distinguish forms of verbal communications, determine the member contribution, conceptualize the functions they undertake. A content analysis design can consist of cyclic rounds – the reduplication of certain processes until a determined standard has been reached. In order to transfer the raw data into result, analysts have to sequentially follow all the steps of content analysis process from Krippendorff (2004).
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Figure 2. Components of content analysis
Source: Krippendorff (2004)
Content analysis has six components including Utilizing (analysts systematically differentiate groups of texts including pictures, sounds and observables related to the context); Sampling (limiting observations to a workable group of units that is statistically or conceptually representative of the set of all feasible units and it dose not follow statistical instructions in qualitative sector); Recording/coding (fill the gap between unitized texts and readers, transfer original materials into understandable depiction compeleted through human intelligence); Reducing (to address to the requirement of representative analysis efficiency, especially in case of great amount of data); Inferring (narrow the distance between descriptive texts and what is meant, indicated, acquired, caused and resulted in; Narrating (interprets practical purpose of results and contributes to existing literature where analysts share with their readers or who benefit from research).
4.3.2. Nvivo
It is a popular software program or Qualitative Data Analysis (QDA) computer software package developed by Qualitative Solutions and Research International (QSR) has many advantages and significantly improves quality of qualitative research. Nvivo, suggested by Walsh (2003), is a useful research tool which links different faraway documents altogether for convenient access. Nvivo constitutes raw materials from interviews, observations etc. and combines to take codes and logical notes, then edit and rework thinking as the project progress. Nvivo supports data analysis through five important tasks: Manage data (arrange a mess of data documents comprising interview records, surveys, observation notes and published documents); Manage ideas (understand conceptual and academic problems in the process of qualitative research); Query data (give out distinctive data questions, solve queries and save results for further interpellation); Modeling visually (draw graphs to
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5. Discussion and implications of the findings
Online tourist reviews are collected, coded and then classified into factors affecting tourist satisfaction in term of positive and negative aspects and thus suggest the recommendations to answer the research questions. Through previous research about tourist satisfaction and the word frequency repeated in tourist reviews, 6 main factors measured by different dimensions: Accommodation, Food and Beverage, Cultural characteristics, Natural characteristics, People and Perceived value.
Accommodation
Perceived Food and value Beverage
Tourist experience Cultural People characteristics
Natural characteristics
Figure 3. Factors affecting tourist satisfaction in Can Tho
The study does not cover all the aspects mentioned in tourist reviews, instead, the six factors and their items repeated by most tourists are selected to shown and analyzed. The number of reference to a factor refers to the number of related reviews. In order word, it is the frequency that tourists mention this item in their tourism reviews.
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300
250
200
150
100
50
0
Number of references
Figure 4. Summary of frequency of mentioned factor
5.1. Accommodation
Accommodation receives the largest number of tourist reviews about Can Tho tourism. According to Nguyen Quoc Nghi and Phan Van Phung (2011), the three main factors which are service delivery, facilities and environmental landscape have an effect on the level of customer satisfaction with the hotel system in Can Tho city. Besides, Lian Chan and Baum (2007) proved that ecotourism experience indicates fundamental accommodation and its facilities. Accommodation, combined with reviews on tourism websites, is a crucial element affecting tourist decision to a certain destination.
Reviews of accommodation in this study are from some three to five stars hotels and homestays well- known in Can Tho. This factor is measured by 7 basic dimensions including Comfort, Eco-friendliness, Facilities, Insects & animals, Peace, View and Surrounding activities.
5.1.1. Space
In terms of accommodation, Space is an essential criterion that tourists consider a hotel and homestay. With 38 references of the total, space refers to the atmosphere, comfort and cleanliness tourists can have in the room. A tourist stated about the hotel they stayed in: “Nice location, clean hotel, big room which is fantastic. The rooms have a good ventilation system, we had no humidity in the room”. Additionally, tourists preferred the inside to its design as they said: “Room is larger, better and more beautiful than its appearance” or “Room is quite out of date with its decor, but still nice and clean”. They also described the comfort they received when staying in a homestay: “The rooms were exactly the kind of experience we were looking for in the basic delta but clean and very comfortable. I’d recommend anyone to stay here if they visit the delta”.
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5.1.2. Facilities
Visitors always concern about the quality of what is equipped in the hotel they booked. A visitor complained that: “Still found it disappointed that it was a 5-star hotel but you had to pay extra to use some facilities (sauna, spa…)”. Bedroom has the most numbers of reviews because it directly affects their refreshment process. More than a half of visitors praised the quality of bed, air-conditioner and the sofa. Specifically, they shared that: “Big room with large extra bed, clean, comfort and yet quiet at night. I have a nice sleep for 4 nights stay” or “Good value for money. At first the air conditioner was not cooling. The maintenance man came quickly and it was fixed – a negative became a positive”. However, there are still negative reviews that contain problems with the rest of visitors. A customer said: “Beds were horrible! They were so hard that I almost didn’t sleep”.
Besides, bathroom also attracts almost the concern of tourists with the 2nd position in the number of references. A tourist thought that an outdoor bathroom in the homestay they select would be definitely a plus while another was quite excited about this type of bathroom: “The bungalow we stayed in was nice with an outdoor shower and toilet, it was fun to have shower while looking at the sky”. Someone was satisfied with the bathroom of his hotel because: “The bathroom and shower are easy to use and have good hot water and water pressure”. Reviews about bathroom also confront negatives comments which were described respectively: “Only the toilet sink design is inappropriate, the tap is too close to the edge of the sink, causing inconvenience and waste of water” or “Unfortunately there wasn’t anything for hanging the towels to dry. At check-in the staff didn’t know whether we have hot water or not in our room. Later we found out that we just need to wait more than 5 minutes until cold water gets warm”.
In addition, other facilities, especially equipment related to sport facilities, received several complaints such as: “The swimming pool and gym are separate from the main building making it difficult to access” or “Overall I do not appreciate the hotel very much, cars have to park beside the curb and hotel facilities are old”.
5.1.3. Peace, eco-friendliness, insects and animals
Visitors come to Can Tho with the main purpose of escaping from the hustle and bustle of city. They choose a quiet place for sleeping and relaxing so peace and eco-friendliness are carefully considered. Tourists showed their satisfaction about the experience of peace: “A wonderful place for rest. It is away from noisy and crowded city and make people comfortable and enjoyed. The weather is beautiful and it is friendly with nature of river. Hope to come with lover in the future” and the experience of
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However, nature also poses many drawbacks which are clearly reflected in tourist reviews, especially insects and animals. While a visitor was annoyed with disturbance of sleep because of an interesting sound of the countryside – rooster, someone was afraid with various insects after rain: “The roosters are nice to look at but they tend to make sure you don’t sleep when it’s 4 o’clock. Half the fun of being in Vietnam I guess” and “We had heavy rain so the surroundings started to awake: mosquitos, frogs, snails, rats, etc. If you frightened of animal voices during the night it is definitely not your place to stay”.
5.1.4. Surrounding activities
Tourists are attracted by plentiful activities within and outside accommodation. With the highest number of references, they would like hotel and homestay that is in the center of entertainment or close to many destinations. A tourist seemed happy with his hotel location: “Hotel has good position for walking around Ninh Kieu Embankment Park, eating area and night market”. In contrast, others expressed their disappointment because they could not find anything to do in the homestay: “The surrounding landscape is not as expected, because I look forward to picking vegetables and plants to eat and at that time the trees are in the process of recreating”.
5.1.5. View
With the total of 21 references, view of room also has an influence on tourist experience and enhances the luxury and romance for the ambiance: “The hotel is on the river and close to markets and restaurants. The view out of our 6th floor river view room was spectacular” or “Hotel is in the position of center and nearby Ninh Kieu Quay. We have the view toward the city, seeing boat wharf and flower garden”.
To sum up, there are both positive and negative reviews of tourist about accommodation. Most visitors seek for rooms which are comfort, homely, interesting, and well-equipped and not affected by insects and other animal.
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5.2. Food and Beverage
The significance of foods to tourist destinations has been proved by previous research. Quan and Wang (2004) stated that tourism can provide numerous new opportunities in food utilization more than keeping tourist habits, customs and favorites in eating. Foods play an important part not only on tourist consumption but also on regional culture. From tourist reviews, there are 3 key dimensions of Food and beverage listed as Flavors, Abundance and Local specialties.
5.2.1. Flavors
Among the 3 dimensions of Food and beverage, flavors achieve the greatest number of references which shows the concern of people to this item. It refers to quality and tastes that tourists can perceive from the foods of hotel, homestay or tourist destinations. Tourists gave the information about the cuisine status they enjoyed in hotel and floating market tour: “Excellent restaurant, the sour and broth fish soup is one of the best thing I ate in Vietnam – the ingredient are fresh, bought from the local market when you order, I loved eating there, and the prices are correct, given the quality of the meal” or “We had such an amazing trip today. The floating markets are incredible and the stops to the noodle factory and coffee house were an added bonus. I particularly loved the coffee stop in the middle of the river about 5am. They call it the floating Starbucks and the coffee was delicious, hot and sweet”.
In contrast, visitors disagree with some drawbacks of food service happening in their hotels and during the tour. A review can be seen as typical example of this issue: “As for the itinerary we did enjoyed the tour of the rice noodle factory, the fruit farm and the cocoa factory. The rice noodle meal was good but lunch was a little disappointed with too many flies around”.
5.2.2. Abundance
Abundance with a weighted position following favors dimension indicates the amount and variety of food served to tourists at the accommodation and along the tours. People expressed their satisfaction with various kinds of foods in the tour: “We loved the walk through the enormous street market and got to taste different fruits and foods” or “We had so much great food (noodle soup, Vietnamese coffee, noodle pizza, spring rolls, fresh fruits, chocolate, sugar cane juice just to name a few). The company had no trouble accommodating our vegetarian dietary requirement!”.
However, they were also uncomfortable with the plenty of food and beverage: “This is like a morning market for traders where they sell vegetables and fruits in bulk. There are food and coffee sold on boats
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5.2.3. Local specialties
This item relates to the tourist experience of regional cuisines or foreigners experience of Vietnamese tastes in general. Visitors shared that: “We left hour hotel and were on the water by 6am and stopped for ‘Bun Bo Hue’ noodles and managed to find the sandwich and had ‘Banh Mi’ and coffee milk. This is a great way to try street food in Vietnam” or “We were 4 on a small boat, and throughout the visit we were able to enjoy local specialties and fresh fruit, for a reasonable price”. Besides, tourists also showed the dissatisfaction with local specialties: “The food area is full of the typical stalls and food that is found all over the Mekong nothing new”.
From these comments about food and beverage, it is concluded that tourists wish to ensure the hygienic, special and good favors of foods and drinks with diversified menu and suitable amount.
5.3. Natural characteristics
According to Lian Chan and Baum (2007), ecotourism pattern is considered by means of activities which are outdoor and natural and thus experience remains in the relationship with wildlife and the environment. In Can Tho, tourists can seek natural characteristics through 4 major dimensions: Floating Markets, Orchards, Cruises and Beach.
5.3.1. Floating markets
It is a floating market that specializes in the exchange and sale of agricultural products and goods in the river. This is a very unique cultural feature of the Mekong Delta attracting a great deal of tourists, especially international visitors. Therefore, it accounts for the greatest number of references and own many compliments from tourist reviews: “Early every morning on the Tam Du River, the floating market of the Mekong people takes to the web of waterways spun across Can Tho Province. We weaved our way in between the trader boats of the Cai Rang District. Each boat’s product is identifiable by a sample hanging off a bamboo mast in its bows such as pineapples, pumpkins, cabbages, watermelons. Floating markets of Mekong people date back to the 18th century and have been passed down from generation to generation. Bigger boats sell to smaller boats who in turn sell to the local villages. It’s a wonderful spectacle to see baskets of fruits and vegetables hoisted from boat to boat” or “Excellent trip well worth seeing. Loads of boats with different produce for sail and amazed not more accidents happen”.
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On the contrary, tourists pointed out many issues that they identified from this floating market: “This was not at all what I expected. While our guide was friendly and tried to show us a good time the ‘market’ was only a few boats that were setup for tourists and not an actual active market. The water was full of trash and the boat people just threw everything in the river. The trip included a visit to a noodle factory which was interesting and luckily quick. It took more than 30 minutes on the boat to reach Cai Rang. I was disappointed with this and honestly would not recommend it. Or, if you do go, do the research to know what to expect”.
5.3.2. Orchards
Along with floating market tour, visiting fruit gardens is always attached with the itinerary in order to provide tourists, especially foreigners, new experience about the rural life of tropical climate. This comment is a good example supporting this feature: “The tour was just amazing. At the end of our tour we visited a tropical fruit garden and tasted all kind of delicious fruits. We absolutely enjoyed spending the time”. As other places, orchards also remain a few concerns for visitors: “The fruit garden wasn’t anything special. I thought this area was unsanitary and people lived among so much trash”.
5.3.3. Cruises and Can Tho Beach
When visiting Can Tho, people also visit these waterways sites. Coming to Can Tho Cruise Restaurant, tourists can delight in the beauty of Ninh Kieu Quay, Walking Bridge and the cable-stayed Can Tho Bridge across Hau River at night. It showed the positive and negative comments of tourist respectively: “Superb boat for a semi private cruise on the river with a superb decoration of the boats (we were on the Bassac 2 - 10 cabins of 2 person). Caring staff, good table with a short wine list, not given but good bill. A nice way to discover the surroundings of Can Tho, the river and the villages” and “There are some complaints that the cabins and bathrooms are small. Two of our party could not eat seafood and they were catered for very well indeed. Don’t think twice about joining this boat and crew during your holiday”. In term of the beach, there is a tourist giving the two-side observation: “This beach is sweet water from Mekong River and quite muddy but the view is great, the coffee is amazing and the air is nice and fresh. Recommend it”.
Therefore, to make natural characteristics become the strength of Can Tho, problems of tourist such as trash around destinations and poor activities should be considered and resolved.
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5.4. Cultural characteristics
Beside nature, ecotourism is also seen as the travel experience that tourists can explore the world of culture (Lian Chan and Baum, 2007). As well as other destinations, tourists hope to understand more about cultural resources when visiting Can Tho. Its cultural characteristics are reflected through different places and listed as 7 typical items through tourist reviews: Southern Truc Lam Zen Monastery, Binh Thuy Ancient House, Ong Pagoda, Hai Ba Trung Walking Street, Can Tho Market, Can Tho Museum and Rice Noodle Factory.
5.4.1. Southern Truc Lam Zen Monastery
It has been one of the largest monasteries of the Southwest region since 2014. In addition, Southern Truc Lam Zen Monastery is not only a famous spiritual site for Buddhists but also a famous landscape in Can Tho. Tourists come here to enjoy the ambiance and pray for health and peace, which was described clearly: “Feeling peace here for the first time even though the weather is not favorable. It retains the architecture of the monasteries but carries its own characteristic of the south. Quotations in the La Ma Buddhist scriptures is meaningful” and “Truc Lam Temple is the place for people who want to know about Zen. It is far away from the city so it is very silent. The visitors feel calm when they come to this place. Actually, visitors must not wear too short when they come to this place to show their respect. Do not make noise when you come to this Temple”.
5.4.2. Binh Thuy Ancient House
It has always been the ‘land of Tay Do’ owned by the Duong family. This old house is one of the few old houses that is intact until now contributing to the culture and customs of the people in Mekong Delta at the interference of two centuries. This ancient house receives both positive and negative reviews from tourists. In term of good side, there are some complements: “A must visit if you are around. One of the ancient houses in Can Tho that is still well reserved. You see the harmony of East and West architecture” and “Binh Thuy old house is a place you cannot ignore, ancient houses not only are strange architecture combined with Western, Europe and Asia that are very impressive and luxurious, but also keep the traditions of Vietnam and East Asia with the rich ancient homeowners. Today the old constructions like this are not much, hopefully the authorities and conscious tourists keep the protection from being damaged”.
About discontent experience, people stated that: “The interest of this place is its history but there is not much to see. Located in any street, the house presents some old objects but nothing exceptional, and the garden is not interesting”.
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5.4.3. Ong Pagoda and Can Tho Museum
Not as well-known as the two previous places, Ong Pagoda and Can Tho Museum still attract a certain number of visitors. There are examples of complement: “A very beautiful Chinese temple. Look the decorations on both sides of the entrance. They constantly burn incense coils which is beautiful. Located in the center of town. Definitely worth a visit” or “The museum is free to visit. The opening hours are not visible on site, at the first visit attempt shortly before 12 closed the staff! Free the museum is ok, very many exhibits without English translation”.
As the above review, foreign visitors find it difficult with language barrier because of English limitation of the museum. Moreover, they might not be interested in its pictures: “A museum somewhat small and a little run-down. Do not expect anything great and historic. Little information for not saying anything. That's some eloquent images about the war in Vietnam and America and little else”.
5.4.4. Can Tho Market, Hai Ba Trung Walking Street and Rice Noodle Factory
In addition to spiritual and historical sites, tourists also spend time shopping and enjoy regional cuisines at night markets in Can Tho Market: “Can Tho market gives an excellent atmosphere to relish street food at night. There is a range of items to choose from depending upon one's taste. Freshly cooked, rest assured. Can Tho market is a beautiful at night and has shops mostly selling not expensive ready-made cloths” and Hai Ba Trung Walking Street “This is an interesting place for tourists, a lot of exciting activities at night: eating, shopping, arts, spa, special nail... often have flower market on every Tet”.
Or they can visit traditional villages such as Sau Hoai Rice Noodle Factory a tourist shared: “This is a great stop on our Mekong Delta tour. Rice noodles are made in a very traditional way and it really surprised us how they are made (will not give spoilers). You may also have the opportunity to try doing some yourself. There is a wide selection of snacks and souvenirs to buy later - our favorite dish is 'pizza' fried noodles”.
However, these places also receive negative comments from visitors: “The markets don't really interest me, then, you always have to bargain and I do not like it”.
As well as other factors, cultural characteristics attract people through their meanings and lessons behind destinations but they also make tourists bored because of no special things and lack of English translation.
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5.5. People
Result from the study of Nguyen Quoc Nghi and Phan Van Phung (2011) confirms the contribution of personnel into service delivery which affects guest satisfaction of accommodation. In addition, reciprocal connection between tourists and people in tourism environment can lead to the favorable experience and repurchase intention (Lian Chan and Baum, 2007). Visitors in Can Tho has almost mentioned three dimensions: Friendliness and enthusiasm, Professionalism and English communication.
5.5.1. Friendliness and enthusiasm
This item with the greatest number of references refers to the help, responsiveness and empathy and willing to provide good service that make tourist believe and fulfill their tourism demands. The cozy manner of tour guide and locals were described as: “The guides were on time, super friendly, and very social. We had a lot of interesting conversations, not only about the tour, but also about life in Vietnam and got a nice insight into Vietnamese culture that way too. Highly recommend to book something with them and explore the Mekong delta!” and “Everyone is extremely friendly and helpful. Highly recommend contacting them before coming, they could help with the transport”.
Additionally, domestic visitors might not agree with employee attitude: “The staff is not very friendly (might friendly with Westerners only)”.
5.5.2. Professionalism
Ranking the 2nd position of reference rate, the term ‘professionalism’ infers knowledge, punctuality and flexibility through the way tourist companies manage tour or staffs introduce about the regional cultures and solve problems of guest. This review is a typical illustration: “The itinerary is very reasonable, not waste time. All destinations have their own attraction. We hear the guide sing folk songs and tell a lot of interesting stories and information about the Southwestern region. He also knows a lot of information about nice restaurants, cafés, and makes it very convenient for us to experience the activities of local people such as catching crabs, picking me. I am very pleased with the trip”.
5.5.3. English communication
To international tourists, language is an essential element affecting their experience directly. English skills of staff give tourists not only belief: “From the beginning, it felt really reliable. Staffs in the booking office spoke really good English as well as our guide is very professional. Everything was on time, a good relaxed driver and we had Mario as our tour guide. He was great, perfect English, friendly, ICEBT - 2020 240 ISBN: 978-604-73-7383-3 Proceeding of The 2nd International Conference on Economics, Business and Tourism funny. Awesome guy!” but also disappointment: “Nice service but sometimes it's hard to be understood. The level of English service is not at the top”.
Generally, most tourists are satisfied with the friendliness, hospitality of employees and local people but they also disagree with their unfair attitude to domestic visitors and lack of English skills.
5.6. Perceived Value
Perceived value is known as the consumer perception and evaluation of product or service utilization based on the difference between ‘what is received and what is given’; therefore, perceived value can directly affect tourist satisfaction (Chen and Chen, 2010). There are four dimensions measuring Perceived value of visitors: Room price, Food price, Tour price and Souvenir price.
5.6.1. Room price
The value of accommodation is confirmed if room can satisfy tourists. In this case, someone thought it was worthy with what they paid: “The place was clean, comfortable and incredible value for money. Would definitely stay there again” whereas some tourists did not agree with the price of their rooms: “Small room, bad smell so room and service quality are not worthy with value” and “The price of the riverside bungalow is a bit high compared to local prices”.
5.6.2. Food price
As well as room price, the price of food also attract the attention of tourists. Some think the abundance and favors of food are comparable with cost but others are unsatisfied. These reviews showed opposite viewpoints: “The food is value for money. We tried to eat in the ‘eatery’ as often as we could. They even have a version of burgers which we all start craving after a while” and “There's few to none options to eat out within walking distance, and the food at the resort is neither cheap nor interesting”.
5.6.3. Tour price and Souvenir price
Accounting for the highest number of references, tour price has a great influence on guest selections of tourist companies. A visitor positively provided information about the price of tour they selected: “We booked the 37$ tour including the visit of Cai Rang and Phong Dien floating markets, cocoa factory and noodle factory. Just one word: excellent, very professional and funny team, the guide buys fruits/noodles from local sellers to maintain the market activity and avoid turning it into a souvenir market. Pay the right price and help maintaining a healthy and sustainable tourist activity, you won't regret it”.
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In contrast, others expressed their disagreement with the tour price they paid: “We loved the place but think it might be a bit overpriced. Various places in Vietnam have similar level of service and quality but cost us less” or “Activities will take some more time to plan, for that a tour is an easy solution. The tours offered are interesting and entertaining, but a bit expensive”. In addition, people also mention price of souvenirs sold along the tour. Visitors might worry because of the lack of price control as they said: “The markets don't really interest me, then, you always have to bargain and I do not like it” and “There was solicitation such as call-in instead of price tag, so the price was unknown and I was unable to shop”.
From these reviews, it is confirmed that tourists are willing to accept the high prices if they perceive the value of room, foods, tour and commodity and they dislike to bargain with local sellers.
6. Conclusion and suggestions for future research
6.1. Major findings and implications
The purpose of the study is to identify critical factors which can directly influence tourist experiences in Can Tho with qualitative approach. The work is undertake netnography to be the main method with the combination of content analysis technique. Tourist reviews provided on tourism websites helps researcher to understand the objective viewpoints of visitors as well as their journey of experiences. The results indicate some problems existing in every factor of the city tourism that need to consider and resolve in order to improve the tourist experiences.
6.1.1. Accommodation
This factor accounts for the largest frequency of comments with about 249 references mentioned by visitors, which shows the high level of effect of this factor on tourist experiences. According to reviews on the websites, tourists get dissatisfaction when they get troubles with everything in hotels or homestays or have to pay extra for using equipment. They also suffer from several noises outside the rooms caused by next door customers or bustle activities in the street. Consequently, accommodation owners have to ensure the quality of devices and furniture and equip soundproof system so as to provide basic demands for visitors. Furthermore, travelers love the peace and eco-friendliness of the city so hotels and homestays should design rooms with concept of nature and layout convenient vision so that tourists can enjoy the view from windows and harmonize with the environment. In term of activities surrounding the rooms, staffs can recommend tourists the places of cuisine or entertainment with suitable distance to explore. Owners of homestay can arrange farming work for those who desire to experience of being farmers and understand the life of countryside. Generally, hotel and homestay
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6.1.2. Food and Beverage
With the total of 135 repeats from tourists, foods receives both positive and negative reviews about the flavors, abundance and local specialties. Beside responses of good flavors and freshness, foods served at the hotels and homestays or along the tour pose the problems of quality and hygiene. Visitors prefer the food menu with diversified dishes so that they can feel free to choose and enjoy. Neither little nor much food can satisfy tourists so the cooks should consider and adjust the appropriate amount of dishes. As regards local specialties, tourists, especially foreigners, wish to understand novel cultures and are impressed by unfamiliar tastes; therefore, managers can supplement menu with plentiful dishes featured for waterways features of Southwest area such as roast fish with straw, duck cooked with soya cheese and boiled mixed vegetables… Delectability, safety and localization are the key points that provide enjoyable experience for visitors.
6.1.3. Natural characteristics
Ranking the 3rd position with 181 references of review, it refers to destinations of Can Tho that characterize for the waterways and countryside features including floating markets, orchards, cruises and artificial beach. When it comes to floating markets, people have positive experiences impressed by boat balance and busy trade on river. They are excited with the lifestyles of Southwest inhabitants such as buying foods on boat, using oar to row a boat, picking tropical fruits, etc. In addition, on the cruises, they can enjoy the cityscapes with Love Footbridge, Cable-stayed Can Tho Bridge, etc. However, some visitors feel bored with activities arranged at these destinations that require interesting recreations to upgrade tourism experiences. More importantly, most negative reviews reflect pollution issues on rivers or around orchards, which makes tourists feel as they live among trash and seriously affects their experiences. The authorities should collaborate with local owners to tackle problems and raise the awareness of natural preservation.
6.1.4. Cultural characteristics
With 99 times of repeat, this factor shows the sensations of visitors to cultural destinations. People, especially Buddha, would visit Southern Truc Lam Zen Monastery, Binh Thuy Ancient House and Ong Pagoda… to worship and pray or seek peaceful places. They can also enjoy and take photos with magnificent architects combining the western and eastern cultures and interfering the two centuries. Additionally, visiting other cultural places such as the museum, markets and traditional villages,
ICEBT - 2020 243 ISBN: 978-604-73-7383-3 Proceeding of The 2nd International Conference on Economics, Business and Tourism tourists can take pleasure in cuisines and shopping and understand more about local cultures and history. Nevertheless, negative feedbacks reported that most of the scenic spots and historical sites still lack English translation that foreign visitors find it difficult to understand the meanings clearly. The local authorities have to pay attention to this point as well as reconstruct these ancient architects to satisfy the sightseeing experience of visitors.
6.1.5. People
Accounting for 233 tourist references, people ranks the 2nd position of repeated frequency which primarily contributes to the quality experiences. The serving manner and attitude of employees and local vendors can directly make tourist emotions become favorable or adverse. From tourism reviews, visitors get satisfaction when staffs of the accommodation can support them in all aspects including suggesting suitable rooms and tackling troubles. The tour guide with punctuality, sense of humor and hospitality can increase the level of tourist satisfaction. Indeed, some domestic tourists feel that they are not treated as enthusiastically as international visitors. Besides, visitors tell that they are attracted by knowledgeable tour guides and drivers because they can hear different stories relevant to the formation of a destination, local customs and how to make crafts, specialties… which can enrich their knowledge of new regions and memorize their travel experiences. On top of that, some tourists showed their disappointment with the level of English communication of staffs and local people as they cannot understand to fulfill the demand of tourists. Therefore, employees should involve basic training programs and inhabitants need to upgrade their levels and awareness to achieve sociable, skillful and knowledgeable manner.
6.1.6. Perceived value
With the total of 64 times of mention, this factor plays a certain role in affecting experiences. When tourists explore the value of their journey, they would satisfy with what they experiences and give positive reviews. Indeed, perceived value is the discrepancy between benefits and cost perceptions (Chen and Chen, 2010) so tourists might think their trips are excellent value if costs are less than or equal to the benefits they recognize to achieve. In this circumstance, visitors concern the prices of accommodation, food, tour and souvenir. Enjoying modern equipment, satisfactory services and delicious foods can make travelers think these are value for money and vice versa, bad conditions, fewer options for food or boring activities are expensive and not worth the money. To improve quality experiences, tourist companies and local owners can upgrade the quality of services with good facilities, professional attitude and impressive itinerary for tourists. Besides, prices should be controlled as visitors extremely suffer from bargaining with sellers.
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6.2. Suggestions for future research
The study still exists some limitations that are necessary to be discussed. First and foremost, this research explores the factors that directly influence experiences of tourist when visiting Can Tho. However, the paper is not conducted comprehensively as it has not calculated the percentage of positive and negative tourist reviews compared to the total in every year. In addition, the study does not explore the orientations of influence that every factor has on quality experiences because the research has not analyzed whether a factor positively or negatively affects tourism experiences. Instead, it just shows the favorable and unwanted experiences happening when tourists face with this factor. The paper presents the visualization how visitors think, behave and feel in terms of identified factors. As a result, the further vision of this study is to explore which factors can enhance or lower tourist experiences with positive or negative effects.
More importantly, the limitations of time and resources, the study only focuses on the stage of 2017 to 2019 with the scope of online tourism community. The sample size of 467 reviews might not large enough to make conclusion for behaviors and emotions of all tourists visiting the city. The paper also ignores demographic information of reviewers through age, income, gender and occupation, etc. Moreover, due to up-to-date constructions or lack of impression to visitors, some destinations are not updated to receive tourist reviews to show on tourism websites, which makes it difficult to collect reviews of these places and creates a difference of review numbers between places. The netnography approach targets its data to behaviors and feelings of tourist on the online community so it just confines to validate in the studied context. Therefore, findings of causal factor extracted from tourist reviews are not absolute. In conclusion, for better results, further study in the same sector contributed to tourism industry should remedy existing defects and expand this paper into larger context and scope. Researchers should clearly analyze the factors that positively and negatively affect tourist experiences. Consequently, such questions as “How many percentages do positive and negative experiences account for?” or “What factors positively/ negatively affect tourist experiences?” would be illuminated in further research.
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