Abstract:

The objective of this study is to analyze the factors influencing tourist satisfaction at ecotourism destinations in Can Gio Commune, Ho Chi Minh City. A qualitative study was conducted to refine the measurement scales. The quantitative study employed a nonprobability convenience sampling method with a survey sample of 200 tourists who have previously visited the ecotourism destinations in Can Gio Commune, Ho Chi Minh City. The results indicate that five factors positively affect tourist satisfaction, including: (1) Tourist expectations, (2) Technical facilities, (3) Service costs, (4) Environment and natural resources, and (5) Tourism landscape. The findings reveal that tourist expectations have the greatest positive impact on satisfaction. These results also provide managers with insights into the importance of these factors on tourist satisfaction, enabling them to develop appropriate business strategies. Based on the findings, the authors propose several managerial implications aimed at enhancing tourist satisfaction at these destinations, thereby contributing positively to the sustainable development of the local ecotourism industry