The Motivation To Attract Foreign Tourist To Revisit To Nha Trang

The motivation to attract foreign tourist to revisit to Nha Trang
1.0 Introduction
1.1. Background
Vietnam as socialist republic Vietnam, is the country at the east of peninsula Indochina, belong to Southeast Asia region. At the north of Vietnam land is bordering china (1281 km), and the west land is bordering to Laos (2130 km) and Cambodia (1228 miles), and a coastline of 3444 km adjacent to the Tonkin, south china sea and the gulf of Thailand. The southwest of Vietnam is bordering to Thailand gulf, eastside and Southside to the east sea and there are more than 4000 islands and reefs that near and far to the shore, internal seas, and territorial sea, exclusive the economy zone and continental shelf that is determined almost three times than land area by the Vietnamese government. Vietnam is located in the Indochina peninsula Southeast Asia, and Vietnams territory along the east coast of this peninsula. Vietnam has an area of 331,212 km , which is including 327,480 km of land and more than 4200 km marine internal water, with more than 2800 large and Small Island, reefs, and including the Spratly and Paracel islands that the Vietnamese government has claims. Vietnam terrain is diverse in nature area such as the northwest area, northeast area and highlands area with hills and mountains are covered by forest, while the flat land covered by less than 20%. Vietnam has a tropical savanna climate in the South with two seasons (which is rainy season from mid-may to mid-September, and the dry season from mid-October to mid-April) and the humid subtropical climate in the north with four distinct seasons (which is spring, summer, autumn, winter), while at the central region is characterized by a tropical monsoon climate. Because of its location is along the coast, the climate in Vietnam is regulated by sea currents and it offers a variety of sea climate. Land resources, Vietnam has nature forest and mineral deposits on land with phosphates, coal, manganese, bauxite, chromate about marine resources, such as oil, natural gas, offshore mineral ore. With a steep river system from the western highland, Vietnam has a great potential for hydropower development. Vietnam has 54 ethnic groups; including 53 ethnic minorities and it take 14% on total population. Vietnamese people (or Kinh people) take almost 86% on total population, and its concentrated in the south delta and the coastal plain. The ethnic minorities that is Cham people and Khmer people, except the Chinese are concentrated stay on the mountainous area and highlands. There
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are several ethnic minorities have settled in the territory of Vietnam for long time ago, but there are also some of the ethnic minorities just migrated to Vietnam for few hundred years ago as the Chinese in the south. Among these ethnic, Chinese and Ngi people are the only two ethnic populations decreased in the period 1999-2009. Vietnam is the densely populated country, although its ranked area is 65th, but in the world, population rank is 13th. Vietnamese culture is the culture of national unity on the basic of diverse cultural and ethnic nuances. Vietnam has a rich culture and diversity in all aspect, the Vietnamese with the community of 53 ethnic minorities group have a right customs and good for a long time. There are many meaningful of community festivals, the religious belief in sustainable, ideological tolerance in the different teaching of religion, thorough communication and metaphor in language communication, from traditional to contemporary cultural and art. The differences in terrain structural, climate ethnic distribution and population have created different cultural area with its own characteristic in Vietnam. From the cradle of Vietnamese culture in the red river delta of Vietnamese mainstream culture of village, wet rice civilization, to the nuances culture of ethnic minorities in the northwest and northeast. From the land border since the country established in the north-central to the combination of the Chm peoples culture in south-central. From the new land in the south with the combination of the Chinese, Khmer, to the diversity of cultural and ethnic groups in the west highland. With a great history that has build for thousands year of the Vietnamese and the convergence of other ethnics, from the local culture of the ancient Vietnamese from the HONG BANG empire to the external effect during these thousands year. With the influences from the ancient china and southeast Asia to the influence of France since 19th century, the western in 20th and 21st century globalization. Vietnam has made a change in the period of history, there are some aspects have lost but there are some other culture aspect that have added to the culture of modern Vietnam. Tourism and service sectors have contributed positively to the economy of Vietnam. The number of tourist to Vietnam continued to increase rapidly in the last ten years from 2000 to 2010. In 2010, there were 5.0 million foreign visitors, and it brings the foreign currency income of $ 4.4 million. Vietnam has many diverse travel destinations from north to south, from the mountain to plain, beaches and island, from the natural landscape to the cultural and historical monuments. There are many famous mountain attractions such as sapa, bana, dalat, and the famous
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destination in plain as Hanoi, Hue, Da Nang, and Ho Chi Minh. For the famous beach attraction is Ha long, Nha Trang, Phan Thit and Vung Tau, and these island as Cat Ba island, Cu Lao island, Cham island, Con Dao island, Phu Quoc island. For the Vietnam tourism slogan, there are many slogans which are according to the year as vietnam a destination for a new millennium (2001-2004), welcome to Vietnam (2004-2005), Vietnam the hidden charm (2006-2009), Vietnam a difference orient (2010-now). We can see, the explanation for the purpose that tourist come to visit Vietnam and the numbers of tourist in different market come to visit Vietnam at these two tables below:
Distributed by purpose of travelling Estimated in September 2012 Vacation Business Visit friends others 272,541 82,312 80,166 25,218 First nine months in 2012 2,876,954 852,400 853,479 270,322
Figure1.0. the purpose of tourist for travelling to Vietnam (sources: www.vietnamtourism.gov.vn )
Distributed by market segment Estimated in September 2012 China Korea Japan USA Taiwan Cambodia Australia Malaysia France Thailand others 98,423 46,208 51,783 28,913 29,319 24,916 22,191 21,196 10,470 17,863 108,983 First nine months in 2012 991,954 526,470 428,107 338,765 317,515 236,967 212,222 210,805 168,973 158,470 1,262,907
Figure1.1. Numbers of tourist travel to Vietnam, divided by nation (sources: www.vietnamtourism.gov.vn) Nha Trang is a city, which is located in Khanh Hoa province in Vietnam. Nha Trang is a coastal city, and it is a centre of political, culture, economic, science & technology, and tourism of Khanh Hoa province. Before becoming to Vietnam land, Nha Trang was belonging to Champa (ancient country was in south of Vietnam), and these relics of Champa still in Nha Trang until now. Nha Trang is acknowledgement by the vietnam minister as a grade 1 urban city on 22th April 2009. Nha Trang is one of eight grade 1 urban city in Vietnam. Nha Trang is known as the east sea pearl, a green pearl because of the nature value, beauty landscape, and its climate. Nha Trang has a complex terrain, with the elevation from zero to nine hundred meters above the sea. It is divided into three topographical areas, such as riparian area, coastal area, and plain area. Nha Trang has a tropical savanna climate influenced by the oceanic climate. The climate is relatively mild with the winter is less cold and the long dry season. Nha Trang is the city, which has a favorable condition in climate and season to tourism for exploiting and developing. The
main characteristic of Nha Trang climate is moderate temperature during a year (25 C - 26 C). The division of season is clear and less effect storm/hurricane. Trading, Services, and Tourism are an imperative economic role of urban development to motivate and create an important position for Nha Trang. Especially these activities such as tourism, culture, and entertainment are developing in diversity and abundance; so that Nha Trang is attract more tourist to visit. In hospitality industry, Nha Trang has 455 hotels with 10,000 rooms on total in the city. In 2011, Nha Trang has welcomed to two millions tourist come and visit (increase 18.54% to 2010). Total the revenue of tourism and service activities are 2.142,9 billion (VND). Tourism industry in Nha Trang is employed and attracts about 9000 direct employees.
1.2. Research objectives

The purpose of this study is investigating the reason for foreign tourist to revisit Nha Trang. Besides that, the study is indicating these attraction factors of Nha Trang to encourage foreign tourist to revisit Nha Trang. From this study, we can see through the solution for developing Nha Trang tourism industry in a right way. Indicating of defects that Nha Trang tourism industry needs to correct and exploit these advantages as strength of Nha Trang tourism. In this study, the research of question is: 1. To identify the motivation factors that make the foreign tourist revisit Nha Trang? 2. To identify the attractive factors of Nha Trang in tourism market? 3. To identify whom is the foreign tourist come to Nha Trang? 4. To identify how satisfy of the foreign tourist in Nha Trang?
2.0 Literature review

2.1. Tourist Motivation:
Motivation is a factor that acts a vital role in the tourism industry. In this study, we can explore to understand tourist motivation and those factors that contribute tourist motivation to make decision for choosing a destination. In tourism researches, there are many definitions about tourists motivation. According to Phan Thi Kim Lien (2010), The term motivation is simply the processes that answer the question about why and how peoples behavior is activated and directed. Motivation is also considered as an intrinsic factor that stimulates tourist behavior or also it can be define as a driving force to make the people move. Motivation is the main basic and it is very important to push or also can say to stimulate the person to get what they want for their own satisfy. In the research of Phan Th Kim Lin (2010), there is a definition about those aspects of motivation. She states there are three aspects of motivation that are arousal of behavior, direction of behavior, and persistence of behavior. She explained, Arousal of behavior involves what activities human behavior and direction of behavior is concerned with what directs behavior towards a specific goal. Persistence of behavior is concerned with how the behavior is sustained. Understanding motivation in tourism is the key for understanding what motivate tourist to make a decision for choosing a certain destination. We also can assume that tourist make a decision to their destination for some reasons, which is the factors to contribute a function of their motivation. To understand more about the factor for stimulating people go for travelling, in Phan Th Kim Lin research (2010), there is definition describe that there are six main factors to motivate people for travelling to a destination. Those six factors to stimulate people go for travelling are known as emotional, status, culture, personal, personal development and physical. Emotional motive factor can be the motive of home sick or longing for a certain place or enjoy the great time of romance. Physical motive factor is the motive for relaxation. Status motive factor can be the desire to achieve something such as exclusivity or fashion ability. Culture motivation can be a desire to explore or discovering a new culture. Personal motivation factor can be the need of visiting friends or relative to make new relationships and; personal
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development motive factor might be the motive of increasing knowledge. From those motive factors above, it indicate the important of understanding motivation in tourism and understand that tourist go for travelling to satisfy their different needs. Motivation is the factor that has an influence on tourist to choose the destination in different ways or Tourist can be stimulated to choose a destination by their different of needs. Tourists needs can be divided by three parts as needs for power, needs for achievement and needs for affiliation (Phan Thi Kim Lien, 2010). Tourist who has a higher needs for power than others needs, they would like to control and influence others by their said power. The tourist has a higher need for power, they like to travel to the destination where they are well known or they can make people to admire them. In other hands, we also can say that, tourist who has a higher needs for power has a tendency for joining or participate to any activities that they can influence others in such activities. Tourist who has a higher needs for achievement than the others need, they would prefer to separate from the others and they have their own needs, goals or desires. Tourist who has a higher needs for achievement, they have a tendency to do different from others because this type of tourist they like to take personal responsibility to achieve their own satisfaction from their achievement. Tourist who has a higher needs for affiliation than others need, they want the harmonization in relationships with others. They are susceptible to the attitudes, feelings, or circumstances of others. The needs of affiliation have an effect on peoples behavior and show it in many different ways. In others hand, the needs for affiliation can be explained as the need for social experience that is the need or want of meeting new people, have a good time with friends and family. From those theories above, we can see that the different of need may lead to the different of motivations but differences of motivations may lead to the same actions. Furthermore, there is another important theory about motivation explained as push and pull (Tran Thi Ai Cam, 2011). Tourists motivation is defined as the two factors that make people to travel. The two factors are known as push factor or intrinsic desires of human being and pull factor or extrinsic factor (which is included tangible and intangible cues) is the factor that can pull people to realize the demand of experiencing a destination for a purpose (Acheraporn Plangmarn, B. G. M. M. P. P. P., 2012). Tourists are pushed by the internal motivation (curious, explore, desire) to make the decision to choose a destination and are pulled by the destination attraction. In push
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factor, it can be determined as rest and relaxation, desire for escape, health and fitness, achievement, relationships/making new friends, prestige, exploring and adventure, social interaction, family reunion. in contrast, pull factor can be determined by destinations attraction, example as landscapes, historical, culture and heritage, foods cuisine, shopping. According to Abdelnaser, A. A. M. B. O., 2011 , defined that push factor refer to internal environment that lead people to travel, while pull is regarded about external environment or factors in destination that drive tourist to identify when, where, why and how they travel. Push factors are very useful for explaining the reason or desire to go for travelling, while pull factors are useful for explaining the reason of choosing the destination.
2.2. Tourists satisfaction:

In the tourism field, there are many definitions about tourists satisfaction. The satisfaction is depended on the volume of like or dislike of customer after experiencing the product or service. In Trn Th Cm research (2011), there is a mention of Weber (1996), has proposed that customers satisfaction is the fundamental pillar in marketing theory and it is a main key for future purchase intensions, market share and word of mouth communication. The satisfaction is not only assessing on the service quality, but it also can be assessing on the product features and reasonable price. Satisfaction is the result of the comparison between expectations and experiences. The degree of quality experienced in the service transaction can be considered to give rise to a level of satisfaction that may vary between customers (Eric laws). When tourists experiences compare with tourists expectations, and the result of that is gratification, its meant tourist is satisfied and leaves that place with a good memory. In contrast, if the feeling is displeasure the tourist is dissatisfied (Trn Th i Cm). In order hands, after the tourist bought the travel product or service, if the evaluation of the tourist experience with the travel product or services is better than the tourist expectation, they will be satisfied with their travel experience (Kanoknon Seubsamarn, 2009). Tourists satisfaction is an important measuring tool for the tourist destination including cultural and heritage sectors (Kanoknon Seubsamarn, 2009). In other hands, tourist satisfaction influences the choice of destination, the consumption of products and services and the decision to return (Bassey Benjamin Esu). Most of the research about satisfaction, state that tourists satisfaction is the consumers fulfillment response. Satisfaction is a judgment that a product or service feature, or the product or service itself, provide (or providing) a pleasurable level of consumption related fulfillment, including level of under or over fulfillment (Oliver, 1997, page 13). In the research of Melissa A. Van Hyfte, (2009), she state that the evaluation of consumers satisfaction generally occurs at the end of the processing activity, this allow for both hasty judgments of products and services that are consumed relatively quickly, as well as judgment of satisfaction resulting from product or services with lengthy consumption period. However, in other worlds, the tourists satisfaction is also depend both on the activities available at the destination and on the motives as the reason for their trip (Erique Martin Armario). On other hands, customer satisfaction is an overall assessment of a product that is implemented through an evaluation of quality and benefit and cost. The customer satisfaction is the important key for tourism marketer, because satisfied customer is the
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imperative step to get the long term benefit, continuous benefit and customer loyalty. The customer satisfaction can be considered as they can get more benefit than their cost. For measuring the satisfaction of customer, the perceived value is an imperative and appropriate factor (Liu, C.-H. & Yen, L.-C., 2010). Tourist travel motives and choices of activities at destination as well as perception of product into the concept of satisfaction, a better understanding of why people become of satisfied in addition into how satisfied they are, is possible to identify, which further to include a better understanding concerning why people intent to recommended and re-buy the trip (Nina K. Prebensen n.d).
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2.3. The attraction of tourists destination:

Tourist destination is a place, where is considered as a city, town or even other area. Tourist destination may content one or two and even more than two tourists attraction. Tourist destination is the combination between tourism products and service consumed under the same brand name offering the consumer an integrated experience, (Trn Th i Cm, 2011). Tourism product and service can be explained as accommodation, foods, entertainment, culture, historical, etc. According to Vince Glover and Hayley Dalton (2005), tourist destination can be separated by six areas, which is included coastal area, tourist towns & cities, business & conference destinations, countryside areas, heritage & cultural destination, purpose built, (Vince Glover & Hayley Dalton,2005). Coastal area: a coastal area destination could be an expanse of coastline that is defined as one area. It also can be a specific coastal resort. Islands are also can be accepted as a coastal area destination. Tourist towns & cities: in this category, an acceptable to use is a specific towns or cities, which are known as a tourists destination. This include capital city such as Paris (France), Ha Noi (Vietnam), New York (USA), Rome (Italy), Kuala Lumpur (Malaysia), Seoul (Korean) and others as Milan (Italy), Nng (Vietnam), Nha Trang (Vietnam), Guangchou (China). Business and conference destinations: it is defined as towns or cities with facilities to serve the business tourist, such as large meetings, incentives conferences or exhibitions (MICE), a range of business tourist facilities ( a large number of 4-5 star hotel, with good transportation and services) and nearby from international airport. Some of the towns and cities will have less number of facilities but still have a significant attraction to the business tourist and it is also considered as business and conference destination. Countryside area: this is rural areas, where are away from town and city and not specific named resort. They are a corporate of features, such as mountains, lakes, forests, hills. However, it is not acceptable for the particular whole forest or whole mountain rangebut it acceptable for the countryside within a mountain range. Heritage and cultural destinations: these are specific towns, cities, and village that are maintaining and sustaining a history and heritage of the destination or the culture of the region or country. Purpose built: these are destination developed specifically for tourist with fully provide all the facilities needs in one place. Theme park is generally not acceptable, although this category may include outdoor theme park resorts such as Disney land. The attraction, which is these factors to contribute tourists destination are scenery to be seen, environment to be appreciate and feel (such as weather or public hygiene), activities to
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participate, experience to remember. In this study, the attraction factors will have an effect on Nha Trang will be divided in to five factors, which is including culture and social, environment, infrastructure and accessibility, tourist leisure and entertainment, local food cuisine. Culture and social: culture is a very large word, which is including music, dances, literature, sculpture and theater. The word culture is original from latin cultura, which mean to cultivate (Y vette Reisinger). Y vette Reisinger, state the term refers to patterns of human activity and the symbolic structures that give such activities significance and important. In other hand, there is a definition that used by Unesco and the World Commission on culture and development in their report Our Creative Diversity (1995): culture is whole complex of distinctive spiritual, material, intellectual, and emotional features that characterize a society or social group. It includes creative expression (oral history, language, literature, performing arts and craft), community practices (traditional healing methods, traditional natural resource management, celebrations and patterns of social interaction that contribute to group and individual welfare and identity), and materials or built forms such as sites, building, historic city centers, landscapes, art, and objects. For culture and social attraction, the most attractive to tourist that can be magnetism is attending to a special event. However, there are many reasons for tourist to attend special event such as gaining experience in different events, learning and appreciating other culture through their culture events. The purpose of this sector is investigating the attraction of Nha Trang to motivate the foreign tourist to revisit. Nowadays, Nha Trang is the place where all of the major event is hold, such as sea festival, and these events of the southern central Vietnam. Besides that, Nha Trang is also has its own attractive events, such as Po Nagar festival (local pay tribute to the spirit of the mother Po Nagar with a variety of activities. Religious rites are performed followed by entertainment that includes traditional Vietnamese opera and folk dancing), whale festival (this annual affair has evolved from seafaring tales and legends, the most famous of which is the story of King Nguyen Anh being saved from drowning by a sympathetic whale. Every year, the locals of Nha Trang acknowledge such as legend and pay tribute to these mighty mammals of the sea with a variety of ceremonies and activities), Am Chua festival ( it is hold at the Am Chua temple, which is located half way up the Dai An mountain in the Dai Dien village. The festival is hold to tribute to the spirit of the lady Thien Yana), HO CHI MINHs birthday (the entire country is given a day off to celebrate the life of its most cherished historical figure HO CHI MINH or Uncle Ho as he is affectionately known. Visitors can expect to see an
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abundance of national flags being flown and the local respectfully remembering the national hero), National Day (in Nha Trang and across the country, the Vietnamese citizens are celebrate the day when HO CHI MINH made the Declaration of independent in Hanoi. National flags are hoisted and waved and local enjoy the day off from work), Mid Autumn festival (there is another name as moon cake festival from china. Families come together to celebrate the arrival of the autumn moon in what is essentially a festival of Chinese origin. The Chinese tradition of making and eating moon shaped cake is followed while children are given gift by their parents and street based festivities take place), Che Ngo festival (among the most popular festivals in Vietnamese calendar, Che Ngo is celebrated in Nha Trang with a diversity of outdoor activities including firework display, boat races and street procession). Nha Trang is the place, where is located inside Khnh Ha province with a very rich in culture and full of historical in the past those days the Vietnamese start to spread out the border to the South Vietnam. For instance, the tower of Lady Po Nagar is one of the faith architecture of Cham nationality system in the history. There are special events attract the attention of foreign tourist and local tourist, such as miss Vietnam, miss world Vietnamese 2007, miss universe 2008, miss earth 2010. In culture and social factor, we also focus on the local characteristic as a part of it. Local people are the element that contributes to the culture and social. The local people in Nha Trang, they have a good characteristic as the southern central Vietnamese (such as hospitable, friendly, hard working, peaceful). Local food cuisine: food is an important aspect of a travelers experience. In other side, food is also an important economic and cultural resource offering tangible benefit for tourism (Katia Laura Sidali, Achim spiller, Birgit Schulze). In tourism, it is necessary to differentiate between the tourist who consumes food as a part of their travel experience and the tourist whose interests, behaviors, and even destination choices are influenced and determined by a specific interest in food. Food is an important element of contributing to regional and character, and food production has a strong impact on the landscape (Sidali n.d). For the tourist that focus on travel for experiencing on foods, the most motivate can make them to go for travelling is different kind of food. Foods is not only one of these factors that contribute satisfaction and memorable of tourist during their trip, but it also the factor that can make tourist to revisit the destination for the memory or past experiences. Learning and understanding about tourists foods cultural
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motivation is an imperative way to improve and enhance the product and service quality to increase and understand the tourist motivation and satisfaction in tourism. Nha Trang is the most attractive destination for the tourist who wants to get the difference experiences in seafood cuisines. There are many way to enjoy the local seafood cuisines as the tourist can go to the artificial lake near by the city or the beach location of the city to choose the fresh shellfish and they can enjoy the local cuisines at there with the acceptable price. There are rich of marine resources with much kind of sea creatures as abalone, shrimp, oyster, lobster, crab, squid, shellfish that are fresh and the tourist can easy to get them with the cheap price along the fishing port at the side of the city. Besides that, Nha Trang is not only famous of seafood cuisines, but it is also famous of other local food cuisines as grill fermented pork roll (known as a roasted blended pork and served with the mixture fresh herbs, pickle papaya, enjoy it with sweet and sour fish sauce), lac canh grilled beef (known as a most famous grilled beef in Nha Trang with the combination of ten spices and honey. The recipe is passing from generation to generation and just for the specific member of owners restaurant family), rice vermicelli with grilled fish and jelly fish (the stock is made from the boiled sailfish and mackerels bone to make a unique and exclusive for this soup. Besides that, the local people also put the boiled jellyfish to make more flavor for the soup with grilled fish cake), can cake or bnh cn (it is a famous food in central and southern region of Vietnam. The ingredient of it is rice flour, lard, spring onion, egg. The cake is served in pair, and serves with special sweet and sour dipping saucemade from Nha Trangs famous fish sauce and fresh vegetables). Environment: environment in tourism is also an important factor that can satisfy the tourist and motivate them to revisit the destination again. When people go for travelling, and they really enjoy the environment of their chosen destination (such as the advantage of the location, landscape, climate, fresh air, and greens), that is a memory to remember and satisfy their motivation. Nha Trang is the place that has a lot of tourism resources and rich in environment. For environment, Nha Trang has a advantage about climate, fresh air, beauty landscapes, and the good location. Those are the main factors, which can make Nha Trang to become a potential place for developing variety type of tourism. In nha trang, there is many island that tourist can come to visit and relax at there. Hon Tam Island, such as the most attractive to foreign tourist and domestic tourist, with a long sandy beach and long-range field of forest. Besides that, Nha
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Trang also has a lot of attractive island for tourist to visit such as hon tre, hon mieu, hon lao. Nowadays, Nha Trang is one of the best beaches with a good environment in Vietnam. Infrastructure and accessibility: infrastructure is the factor that can be use as an comfortable and accommodation for the visitors. Infrastructures such as building, water, electricity, internet, and transportation, etc. while accessibility is defined as the difficulty to reach the choosen destination by specific transport system. Accessibility is the important impression for tourist to evaluate and reach their satisfaction in their trip, because accessibility is one of the factors that reflect the development and the social welfare. In Nha Trang, tourist can feel comfortable with the city transport system, such as waterway, railway, roadway, and airway. There is a largest railway station in the north south railway line in Vietnam, which is located in Nha Trang. That is also considered as one of the reason that makes the tourist come to Nha Trang (especially the foreign tourist who comes to Vietnam). In the other hands, Nha Trang is also one of the destinations in Vietnam where has a lot of hotels and resorts and the other type of accommodation. For instance, YAKASA hotel on Trn ph street is one of the four star hotel in Nha Trang. Besides that, Vinpearl land resort is the place that needs to be mention in Nha Trang as the paradise for tourist. Vinpearl land resort is the place that attract not only domestics tourists but it also the most attraction for foreign tourist who want to come for relaxation and holidays. Tourist leisure and entertainment: Leisure and entertainment is a part that indispensable for destination attraction. For these activities of tourist leisure and entertainment such as theatres, concerts, bars, restaurants, and discotheques. It consider as a part of attraction to attract tourist to come for entertaining and enjoy their vacation. In Nha Trang, there are many places for these leisure and entertainment activities. B m market is the biggest market in the city, and it is a commercial shopping center as a tourist attraction. For the nightlife, there are many bar and club for tourist entertainment and it especially for young tourists. Moreover, the traditional game such as cock fighting is also popular in Nha Trang.
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3.0 Methodology
In this study, primary data and secondary data are two factors that contribute the research. The research evaluation was contributed by the questionnaire survey at the destination and the theory was contributed and supported by other research from others researcher. 3.1 Questionnaire design: in order to measure and evaluate the motivation that make tourist to revisit NhaTrang, there is a survey on tourist to investigate the percentage of tourist who has been in NhaTrang before and how many percentage of tourist is the first time. The most important point for this survey is what the motivation for tourist to revisit is and will they visit again or recommend to their friends. In the questionnaire survey, there is three parts which are tourist demographic with five questions to identify tourist basic information (the basic information of tourist), tourist motivation with eight question to identify tourist motivation and the main motivation to make them to revisit Nha Trang (the motivation that motive the tourist to visit), tourist satisfaction with twenty six questions to identify how satisfy they are, after visiting the destination (tourist satisfaction).
3.2 Data collection procedure: the survey was carrying in NhaTrang, Vietnam. During the survey, the most places that have been chosen are YAKASA hotel, Vinpearl land resort, Hong yn hotel, Sheraton hotel, Mia resort, Evason Ana Mandara, Sunrise NhaTrang hotel, An Lam Ninh Van Bay, Six Sense Ninh Van Bay, and the European street. Sampling the tourist, and approach to inform the purpose and the aim of the research and tourist are given the survey questionnaire to fill up. One hundred questionnaires were collected after the survey. During the survey, there are 100 respondents had been selected and answer the question survey.
3.3 Data analyze: the research evaluation was completed by SPSS (15.0 versions) Statistic Program Social Science. The process of evaluating including data cleaning, reliability, descriptive statistics.
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4.0 Finding
Frequency Valid Asia Europe Africa America Total 18 52 7 23 Percent 18.0 52.0 7.0 23.0 Valid Percent 18.0 52.0 7.0 23.0 Cumulative Percent 18.0 70.0 77.0 100.0
100 100.0 100.0 Figure 4.1 the continent where the tourist from
In this figure, the information is showing to us that the most tourists come to visit Nha Trang is from Europe and America. It can be explained by the season motivation, people want to come to see the different weather (the people who live in the cold weather, they like to come to these Tropicana countries. In contrast, the people who live in the Tropicana countries will like to come to these countries, which has four seasons). For Africa tourist, because of the political and the immigration rules of Vietnam that try to minimum the number of Africa tourist and these Muslim countries to travel to Vietnam. However, nowadays, it is changed to prevent and they just can travel to Vietnam with the special visa in particular and very less tourist from Africa and Muslim countries. In the figure of tourist continent, the highest percentage is European with 52% of tourist is from Europe. Second is America with 23% on 100 respondents is from America. Asia tourist is the third with 18%, and Africa is the lowest with 7% on 100 respondents.
Valid
16-20 21-25 26-30 31-35 36-40 41-45 above 45 Total
Frequency 14 16 24 12 18 8 8
Percent 14.0 16.0 24.0 12.0 18.0 8.0 8.0
Valid Percent 14.0 16.0 24.0 12.0 18.0 8.0 8.0 100.0
Cumulative Percent 14.0 30.0 54.0 66.0 84.0 92.0 100.0
100 100.0 Figure 4.2 Age of tourist
The age of tourist that come to Nha Trang is from 26 30 (24%) and 36 40 (18%) are majority. However, based on the figures of the age of tourist, we can see that most of tourists are younger
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and the older is less than. Based on this figure of tourist age, we can see that tourist from 21-25 is 16%, 31-35 is 12%, 41-45 is 8%, and above 45 is 8%. Therefore, Nha Trang city is also has magnetism to attract young tourists to come for their holidays and other motivations.
Cumulative Percent 17.0 78.0 96.0 100.0
Valid
high school degree master doctorate Total
Frequency 17 61 18 4
Percent 17.0 61.0 18.0 4.0
Valid Percent 17.0 61.0 18.0 4.0 100.0
100 100.0 Figure 4.3 Education level
Education is also having a vital in contributing tourist demand. In different level of education, there are different demands and motivations. In this survey, most of tourists are graduate from degree (61% on 100 respondents), while the numbers of master is 18%, and doctorate is 4%.
Valid
first time second - third times more than third times 5 Total
Frequency 80 18 1 1
Percent 80.0 18.0 1.0 1.0
Valid Percent 80.0 18.0 1.0 1.0
100 100.0 100.0 Figure 4.4 the times of visiting to Nha Trang
In this figure, the tourist come to visit Nha Trang, most of them are the first time (80% on 100 respondents). In addition, the numbers of tourist who revisit more than two times are less and it took 20% on 100 respondents.
Frequency Valid day tour 1-3 nights 4-7 nights more than 7 days Total 11 49 38 2
Percent 11.0 49.0 38.0 2.0
Valid Percent 11.0 49.0 38.0 2.0 100.0
100 100.0 Figure 4.5 Number of nights staying
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Tourist come to visit Nha Trang, most of them are staying for more than 1 night. As the result from the figure 4.3 indicate that 87% of tourist stays more than 1 night (which is included 1-3 nights is 49%, and 4-7 nights is 38%). While the percentage for tourist just joins for a day tour is 11%. The reason can be the attractions in Nha Trang and the quality of tourism services in Nha Trang.
Valid
less than $30 $30-$50 $50-$100 more than $100 Total
Percent 2.0 13.0 38.0 47.0
Valid Percent 2.0 13.0 38.0 47.0
100 100.0 100.0 Figure 4.6 Average daily cost per person
The living cost in Nha Trang is medium. It is not expensive as the others beach cities in these regions around. However, in the figure 4.4, it indicates that most of tourists are spending over 100 USD (40%) and from 50 USD 100 USD (38%) per day. In other hand, we can say that the daily cost can be depended on different demand from different tourist. In other hand, the quality and the promotion of services and tourism product are also very important, because it is the decision factor for tourist to purchase a service or package. The information in this table indicate that the services and tourism products in Nha Trang are good and it can reach to the satisfy point of tourist to make them purchase the services and tourism products in Nha Trang.
Frequency Valid self organization organized (through by travel agent) 4 Total 77 22 1
Percent 77.0 22.0 1.0
Valid Percent 77.0 22.0 1.0 100.0
Cumulative Percent 77.0 99.0 100.0
100 100.0 Figure 4.7 Typed of travelling
Most of tourists come to visit Nha Trang by them and very less foreign tourist come by organizing through travel agent. The percentage of tourist come to visit Nha Trang as self19
organization is 77% on total. The percentage of tourist who come to Nha Trang by travel agent is took 22% on total.
Frequency Valid yes no not sure Total 86 1 13
Percent 86.0 1.0 13.0
Valid Percent 86.0 1.0 13.0
100 100.0 100.0 Figure 4.8 Revisit in next time
In the figure 4.6 indicate the most two important are the percentage of tourist who wants to revisit or not revisit Nha Trang in the next time. In this table, the percentage of tourist who wants to revisit Nha Trang is the highest, such as 86%. The percentage of tourist who does not want to revisit is 13% on total, and the percentage for tourist who does not want to revisit Nha Trang is 1%. From this table, the information is indicating that most of tourist in Nha Trang is satisfied. The experiences, quality of services and tourism products can satisfy their expectation. That is the most imperative factor for tourist decision to revisit a destination. In contrast, different people will have different of demand, and the percentage of unsatisfied in this table is low and it took 1% on total interviewer. In addition, the percentage of the tourist who still confuses and has not made a decision is 13%. Therefore, we can see that, the tourism industry in Nha Trang is developing and it has a good performance to the foreign tourists for pulling them back to revisit and promote the place with its attraction factors.
Group of motivation
Cumulative Percent 85.0 100.0
Valid
yes no Total
Frequency 85 15
Percent 85.0 15.0
Valid Percent 85.0 15.0
100 100.0 100.0 Figure 4.9 Holiday and relaxation
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Frequency Valid yes no Total 59 41
Percent 59.0 41.0
100 100.0 100.0 Figure 4.10 Beauty of landscape
Valid
yes no Total
Frequency 70 30
Percent 70.0 30.0
100 100.0 Figure 4.11 Cultural offer
Percent 70.0 30.0
100 100.0 100.0 Figure 4.12 Gastronomic motivation
Valid
yes no Total
Frequency 64 36
Percent 64.0 36.0
100 100.0 100.0 Figure 4.13 Suggest by friend
In this group of motivation, it barely indicate that the tourists motivation to motivate them visit to NhaTrang. The most interested that can motivate tourist to visit Nha Trang is gastronomic motivation, culture offer, holidays and relaxation, and the beauty of landscape. In these motivation factors, the one that has a highest percentage of positive answer is holidays and relaxation factor. We can look at the relation between holidays and relaxation factor with the beauty of landscape. Majority of foreign tourist come to Nha Trang for relaxation because of nice environment with the nature landscape. In the table of beauty landscape factor, there is 59% of tourist visit to Nha Trang because of the beauty landscape in Nha Trang, and the rest of 41% is coming for other motivation. The last two motivation factors that have a same percentage of tourist interested in is gastronomic motivation and cultural offer. The percentage of tourist go for gastronomic and culture offer is took 70% on 100 respondents and the rest of 30% is go for others. The result of these two factors is indicate that the culture tourism in Nha Trang is
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maintaining and it is an advantage of Nha Trang to attract to foreign tourist for experiencing about Vietnam culture and especially the culture in the south Vietnam. in the table of suggesting by friends, it also indicate that the good performance of tourism in Nha Trang, and the attractive nature resources as a advantages for Nha Trang tourism. The percentage of tourist who comes to Nha Trang by friends suggesting is 64%. It can be an effect of Word Of Mouth (WOM), and when the foreign tourist, they finish their trip in Nha Trang, they will suggest again to their friends or their relations to visit and motivate them to come for an experience in Nha Trang.
Percent 28.0 72.0
100 100.0 100.0 Figure 4.14 Entertainment
Valid
yes no Total
Frequency 3 97
Percent 3.0 97.0
100 100.0 Figure 4.15 Sporting
Percent 30.0 70.0
100 100.0 100.0 Figure 4.16 Health and beauty Cumulative Percent 10.0 100.0
Percent 10.0 90.0
100 100.0 Figure 4.17 Business
Valid
yes no Total
Frequency 10 90
Percent 10.0 90.0
100 100.0 100.0 Figure 4.18 Visiting friends or relation
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The percentage of other motivation is less than these first five tables of motivation. The motivation of tourist who comes to visit Nha Trang is 28% on 100 respodents. Even though, Nha Trang is an urban city with variety of entertainments activities, but it seem like the natural and cultural attraction factors are the most attractive resources that can attract tourist. The other motivation as sporting, health and beauty are also less attract from tourist. The percentage of sporting motivation is 3% on 100 respondents, and the percentage of health and beauty is 30% on 100 respondents. While the percentage of disagree for sporting is 97% on 100 respondents, and for health & beauty is 70% on 100 respondents. The last two motivations are business and visiting friends or relation. In the table of business motivation, the percentage of tourist who comes for business is 10% on 100 respondents and 90% is not coming for business. The last table is the table for tourist who comes for visiting friends or relation has a same percentage average with business motivation. In short, after explaining the group of motivation, we can see that tourist come to Nha Trang because of cultural experiences, enjoy their holidays with a beauty landscape, and relax.
Tourists Satisfaction Evaluation: In this section, the table will reflect the tourists satisfaction and un-satisfaction in the particular factor that contribute their experience in Nha Trang. This section is the important section, because it is the main factor that has an influence on the tourist decision to revisit a destination in future.
Valid
normal satisfied very satisfied Total
Frequency 22 72 6
Percent 22.0 72.0 6.0
Valid Percent 22.0 72.0 6.0 100.0
100 100.0 Figure 4.19 Climate
The climate in Nha Trang as I have mention at the part of introduction, that Nha Trang has a Tropicana savanna climate and has an influence by the ocean climate. So that the temperature in Nha Trang is from 25 C - 26 C. we can see the result for tourists satisfaction in this table is
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good result with the highest is the satisfied status with 72% on 100 respondents, 6% is very satisfied, 22% on 100 respondents is normal, and it doesnt have any unsatisfied with the climate in Nha Trang.
Frequency Valid unsatisfied normal satisfied very satisfied Total 4 27 60 9
Percent 4.0 27.0 60.0 9.0
Valid Percent 4.0 27.0 60.0 9.0
100 100.0 100.0 Figure 4.20 Kindness of the local people
One of the most important factors for contributing to the good memory in tourist experiences is the hospitality of local people. In this table, tourist is satisfied with the hospitality of local people and it took 60% on 100 respondents. The indexes of the unsatisfied are low. Which is took 4% on 100 respondents. The percentage of normal status is 27% on 100 respondents. Moreover, the percentage for the very satisfied status is 9% on 100 respondents. Base on this result, the indexes are indicate that the hospitality of local people is good and they are aware that the spearhead of Nha Trang is tourism. Besides that, we can evaluate on the marketing planning and management of the government state in Nha Trang has a good organization and performance for the local awareness of the tourism imperative in the city.
Valid
unsatisfied normal satisfied Total
Frequency 10 73 17
Percent 10.0 73.0 17.0
Valid Percent 10.0 73.0 17.0 100.0
100 100.0 Figure 4.21 Road links Frequency Percent 21.0 68.0 11.0
Valid Percent 21.0 68.0 11.0 100.0
Valid
unsatisfied normal satisfied Total
21 68 11
100 100.0 Figure 4.22 Local traffic
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In these two figures, it indicates the review of tourist about the traffic system in Nha Trang. Traffic system in Nha Trang is still developing and it is better than other city. There is no traffic jams and the transportation for tourist is enough to provide to a huge number of tourist coming in high season. The road link in the city is simple but it quite complicated for the foreign tourist with the structure as a spider web. However, the indexes in these two tables are normal and it does not have any bad result. The percentage of normal status in these two figures is the highest. For the unsatisfied status, it does not need to worry because of low percentage on total respondents. For the road link (unsatisfied is 10%, normal is 73%, satisfied 17% on 100 respondents), and for the local traffic (unsatisfied 21%, normal is 68%, and satisfied is 11%).
Frequency Valid unsatisfied normal satisfied very satisfied Total 2 25 69 4
Percent 2.0 25.0 69.0 4.0
Valid Percent 2.0 25.0 69.0 4.0
100 100.0 100.0 Figure 4.23 Information receive before coming to destination
Frequency Valid normal satisfied very satisfied Total 25 71 4
Percent 25.0 71.0 4.0
100 100.0 100.0 Figure 4.24 Tourist information in Nha Trang
Information of destination is very important for tourist for making decision of choosing. In these two figures, we can see that, tourist is satisfied with the information received before coming to Nha Trang and the information for tourist in Nha Trang, firstly, we will evaluate the table of information received before coming to destination. Tourist who come to Nha Trang is received sufficient information about the destination and they can understand more about the place where they will travel. The information about the background, the tourism packages, and services, accommodations is clear and that can be a good impression at first. The information about Nha
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Trang to tourist is clear and they can easy to search on internet or any media system, so this is one of the contribute factor of tourist satisfaction. We can see in this result as the satisfied status take 69% on 100 respondents, normal status take 25% on 100 respondents, very satisfied is 4%, and unsatisfied is 2%. In the destination, the requirement for information is also expected from tourist and it can be one of the factors that contribute the tourist satisfaction. At the figure for information in Nha Trang, the percentage of satisfied is 71%, very satisfied is 4%, and normal is 25% on 100 respondents.
Valid
unsatisfied normal satisfied very satisfied Total
Percent 2.0 33.0 53.0 12.0
Valid Percent 2.0 33.0 53.0 12.0
100 100.0 100.0 Figure 4.25 Quality of urban design
In this figure, the indexes are indicating the quality and standard of the urban design in the city, and it can be a convenient in the city. For the quality of the urban design, 53% on 100 interviewers is satisfied, 33% is normal, 12% is very satisfied, and 2% is unsatisfied on 100 respondents.
Valid
Frequency 15 61 24
Percent 15.0 61.0 24.0
100 100.0 100.0 Figure 4.26 Historical, culture, heritage
Tourist come to Nha Trang is not only for relaxation but also for experiencing about the culture and heritage side in Nha Trang. There are many ancient building and coastal village cultural. Nha Trang with 359 establishment years can satisfy the tourist, whom wants to come and have a new experience about South Vietnam. We can see that by the figures of tourist satisfaction about
26
historical, culture and heritage. The satisfied status is 61% on 100 respondents, normal status is 15%, very satisfied is 24%, and there is no unsatisfied or very unsatisfied status (0%). Based on this result of culture and heritage, we can see that tourists come to visit Nha Trang for culture, heritage experience is satisfied, and the culture in Nha Trang is success for satisfying the tourist expectation. Moreover, with the good figures of tourist satisfaction in culture and heritage, we can see that culture and heritage is one of the motivations factor can attract foreign tourist to revisit Nha Trang.
Valid
Frequency 7 54 39
Percent 7.0 54.0 39.0
Valid Percent 7.0 54.0 39.0 100.0
100 100.0 Figure 4.27 Landscape beauty
Valid
Percent 2.0 47.0 37.0 14.0
Valid Percent 2.0 47.0 37.0 14.0
100 100.0 100.0 Figure 4.28 Environment sustainable
Landscape and environment sustainable are the two topics that I want to discuss and explain together. Nha Trang is the place that famous about beauty of landscape and sea resources for tourism, and especially in eco tourism. In the figure of motivation group, we can see that most of tourist come to Nha Trang for relaxation and it took the highest percentage in the motivation group. Therefore, it indicates the potential and advantages in nature resources of Nha Trang is one of the motivation factors to attract foreign tourist to revisit. In the figure of tourist satisfaction about landscape beauty, the both tourist satisfied and very satisfied are take 84%, which is including 47% of satisfied status and 37% of very satisfied on 100 interviewers. This is a positive figure for the eco tourism in Nha Trang. The percentage of unsatisfied and very
27
unsatisfied is 16%, which is including 14% of very unsatisfied status and 2% of unsatisfied status. This percentage of unsatisfied status is not worrying, because of the percentage is very less. However, Nha Trang also needs to focus more about environment sustainable. For sustaining the environment, it is more about awareness. The first object should be aimed is the local, and second is tourist. Besides that, it also needs to have an effective sustainability management. In the table of tourist satisfaction about environment sustainable, we can see the percentage of satisfied status is 37%, very satisfied is 14%, normal is 47%, and unsatisfied is 2%. It indicates that, the environment in Nha Trang is sustaining and it is following the standard of international tourism. However, Nha Trang should follow up and develop the preservation management system, because the nature environment and sea environment is one of most attractive factors for tourist to revisit.
Valid
Percent 2.0 52.0 34.0 12.0
Valid Percent 2.0 52.0 34.0 12.0 100.0
100 100.0 Figure 4.29 Safety & security
For making a decision to choose a destination, the factor that will be focus after the destination attractions is safety & security. This factor is the most imperative factor that the develop tourism destination must focus on it. In the table of tourist satisfaction of safety & security, the percentage of very satisfied status is 12%, satisfied status is 34%, normal is 52%, and unsatisfied is 2% on 100 respondents. It indicates that the safety & security in Nha Trang is providing a good performance to the tourist. However, there is 2% of tourist unsatisfied; it can be some unexpected cases that have had happen to tourist. Therefore, Nha Trang needs to improve and enhance the safety environment for tourist to restrict and prevent these unsafely cases.
Valid
Percent 2.0 25.0 62.0 11.0
Valid Percent 2.0 25.0 62.0 11.0
100 100.0 100.0 Figure 4.30 Quality of accommodation
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In the figure of quality of accommodation, this figure is indicating that tourist is satisfied for their issue of accommodation. The percentage of very satisfied is 11%, satisfied is 62%, normal is 25%, and unsatisfied is 2%. Therefore, we can see the development of infrastructures in general and accommodation quality in particular are improving and reaching the tourist expectation to satisfy the tourist demand in accommodation.
Valid
Frequency 2 54 35 9
Percent 2.0 54.0 35.0 9.0
Valid Percent 2.0 54.0 35.0 9.0
100 100.0 100.0 Figure 4.31 Amusement activities
In the figure of tourist satisfaction about amusement activities, the figure is pointing out that tourists just satisfy in a normal status and it has not reach their expectation. From this figure, we can see the percentage of very satisfied status is 9%, satisfied is 35%, normal is 54%, and unsatisfied is 2 % on 100 respondents. The percentage of normal status is the highest, so we can conclude that, amusement activities and services in Nha Trang need to be expanded and developed to reach tourist expectation and satisfy their demand in amusement.
Valid
Frequency 2 18 71 9
Percent 2.0 18.0 71.0 9.0
Valid Percent 2.0 18.0 71.0 9.0 100.0
100 100.0 Figure 4.32 Sailing offer
Nha Trang is a beach city, so these sailing activities or these sea activities are a part that indispensable, or a main activity. In this figure, the percentage of very satisfied status id 9%, and satisfied status is 71%, it showing that these sailing offer has a good performance and provide to
29
tourist a good service that can satisfy them. For other status as normal (18%) and unsatisfied (2%) are not worrying, because the percentage is very low on total 100 respondents. However, these sailing services also need to be expanded and enhance more about activities and the standard to attract more tourists and satisfy their demand.
Percent 15.0 58.0 27.0
Valid Percent 15.0 58.0 27.0 100.0
100 100.0 Figure 4.33 Local gastronomy
Visiting Nha Trang, tourist cannot missing the local gastronomy and especially south Vietnam cuisine. In Nha Trang, tourist can have an opportunity to try a different Asian cuisine with seafood and many specialties of a famous beach city in Vietnam. In this factor, the percentage tourist satisfaction is high with positive indexes. The percentage of very satisfied status and satisfied status is 85% on 100 respondents, which is including (27% of very satisfied status, and 58% of satisfied status), and normal is 15% on 100 respondents. For local gastronomy factor, there is no negative comment as unsatisfied or very unsatisfied from tourist. That is very positive sign and Nha Trang needs to exploit and expanse this factor as an advantage to attract more tourists to visit and revisit.
Percent 11.0 79.0 10.0
Valid Percent 11.0 79.0 10.0 100.0
100 100.0 Figure 4.34 Quality price ratios
Nha Trang has a low living cost and the quality is good for satisfying tourist. Tourist come to visit Nha Trang can enjoy their holidays with an acceptable expense. Most of tourist is satisfied for their expenses in Nha Trang. We can see that in the figures in this table of tourist satisfaction about quality price ratio. The percentage of tourist satisfied is the highest with 79%, and very
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satisfied is 10% on 100 respondents. For normal status, the percentage is 11% and there is no any tourists comment for unsatisfied about price in Nha Trang. In conclude, it indicates that, Nha Trang is a good tourism destination for tourist and foreign tourist in particular. Nha Trang provides to tourist a good quality of services and tourism product with a acceptable price and even the living cost in Nha Trang is not so expensive. Therefore, it can be an advantage to promote and satisfy tourist demand in anyhow. Based on those figures of the statistic, we can identify that the most motivation can make foreign tourist to revisit Nha Trang such as relaxation with the beauty of landscape, for an experience of local gastronomy and the cultural in Nha Trang, and friends (WOM) recommend the last motivation factor. These motivation factors are the factors that contribute the satisfaction of tourist in Nha Trang and the decision of revisiting. On other hands, it also indicate the attractive factors of Nha Trang as a pull factors such as the beauty of nature and landscape god for eco tourism, the mixture of south Vietnam culture and the Cham ethnic culture, a nice climate with a fresh environment, local foods cuisine with diversity and variety food type, many type of sea activities. In this study, it indicate and classification type of tourist come to visit Nha Trang such as European and America are the major of tourist come to Nha Trang. secondly, Asian tourist is less than European and America.
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5.0 Discussion
In this study, it focuses on the motivation of tourist and especially foreign tourist to revisit to Nha Trang. Secondly, it indicates the evaluation on the purpose how much is tourist satisfy about services and tourism product in Nha Trang and the effective of their satisfaction on their decision to revisit and the willingness to recommend to others. It will explain the attraction of Nha Trang city and the weakness and defectives of the city. Besides that, based on the tourists satisfaction and motivation, there is a recommendation and suggestion for developing and expanding tourism industry in Nha Trang city. During the evaluation and those figures that have statistic in finding part, we can see that the most motivations that motivate tourist to come to Nha Trang are these five motivation factors in the motivation group such as local gastronomy, holidays & relaxation, culture and heritage, beauty of landscape, and suggested by friends. For local gastronomy or local cuisine, this is the most interested for foreign tourists to visit and has an experience. Tourist can have different of choices with a diversity and variety of type of food in Nha Trang. Nha Trang is a place that has a mixture of culture, so the local gastronomy in Nha Trang is very abundant in style. The abundant of local gastronomy can identify as the most interested experience for tourist who want to travel for experiencing new things. During the survey, most of the respondents were have a same answer as gastronomy motivation. The local gastronomy in Nha Trang can be identifying as one of the satisfaction factors that can satisfy tourist expectation and tourist demand. Therefore, a local cuisine in Nha Trang is factor that contributes the place image and it has an impact on the landscape (Katia Laura Sidali, Achim spiller, Birgit Schulze). Secondly, there are two motivation factors that we should mention and evaluate together are holidays & relaxation, and beauty of landscape. Foreign tourist who chooses Nha Trang for a destination, most of their motivation is for relaxation and the beauty of landscape. Nha Trang has a beauty nature that less affected by human hand, and it still maintain the natural beauty. Therefore, it can be explained as a reason that attract foreign tourists come to relax, change the environment, and avoid from the noise of the city.
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In culture & heritage motivation, it is the face or character to reflect the life of the people in the social in the location. Nha Trang has a mixture of culture between the Cham ethnic and Vietnamese. Therefore, foreign tourists can have a good memory during their trip for experiencing the culture in Nha Trang. The culture and heritage tourism traveler is the tourist who has an advanced degree and qualification. Education and qualification level are the significant that has an imperative influence on participate in a culture and heritage trip (Burns, L., et al, 2010). In the table (4.11), the figures indicate that most of tourists come to Nha Trang for culture and heritage motivation take 70% on 100 respondents. The ages of tourist are majority from 26 30, and 36 40. For the tourist education, most of tourist is with the high level and the highest percentage is degree and master (degree is 61%, and master is 18% on 100 respondents). Therefore, these tourists come for culture and heritage motivations in Nha Trang are young, so we can see that the culture & heritage tourism in Nha Trang has a good performance to tourist and it even has an attractive on young tourists to go for it. This is a positive signal for heritage tourism in Nha Trang, because usually the heritage tourists are old tourist from 45 65 years old (Burns, L., et al, 2010), but in Nha Trang it can attract the young tourists to come and experiencing the culture and heritage. Therefore, that, the culture & heritage in Nha Trang is also the most successful attraction of the destination to motivate foreign tourist to revisit. The last success motivation that is suggested by friends. That motivation can create a curious and pushing tourist to come for an experience. Suggesting by friends or we can call it as Word Of Mouth (WOM), is a very important in tourism marketing. In figures and the explanation of the table 4.13, the percentage of tourist go by friend suggestion are 64% on 100 respondents. This indicate that, Nha Trang has a good memory in the tourists experience, it has provide a good services with good quality to satisfy tourist demand. So when tourist is satisfied, they will choose to revisit and them willing to recommend to others. When tourist wants to come to a destination where they have not been for other motivations, they may decide or change to other destinations. However, the recommendation from their friend or relatives is also the most important factor for their decision to choose. So in this factor, we can draw a result that, if Nha Trang has a good performance in quality of tourism services and activities, then the WOM effect will be spread in exponentially. However, WOM effective also can be two sides for Nha Trang in negative side. It can attract and pull tourist to come and revisit to Nha Trang in positive side, but it also can push and decrease tourist to come and revisit to Nha Trang in exponentially. So it
33
require a very carefully for a good developing management and strategic planning for tourism in Nha Trang. Most of foreign tourist in Nha Trang is satisfied and it indicates that the services and tourism product in Nha Trang can satisfy tourist expectation. We can see that the contribute factors to tourists satisfaction are climate, local hospitality, information received before visit Nha Trang and tourist information in Nha Trang, the quality of urban design, culture & historical, beauty of landscape, accommodation, sailing offer, local gastronomy, and quality of price ratio. For these factors, the contain of satisfied and very satisfied percentage are higher than other such as unsatisfied and very unsatisfied. However, it has not really reach the maximum of tourists expectation for fully satisfy. In those figures of tourists satisfaction evaluation part, we can see that most of the factors are not high in satisfied and very satisfied percentage. The percentage of normal status still takes a significant space in tourist impress. These factors such as traffic, environment sustainable, safety & security, amusement activities are still not improving to reach the tourist satisfaction to satisfy tourist expectation. Therefore, Nha Trang needs a solution for that and expands more activities for urban tourist. It needs to focus on these weaknesses for turning it into strength. In the suggestion part, there are some solution that can help Nha Trang to develop and expand these strength and advantages to be more attractive to tourist, especially foreign tourists. Besides that, the solution and remedy for these weaknesses of Nha Trang is indispensable to develop Nha Trang. Nha Trang has strength in gastronomy and local cuisine, and this is the factor that can attract the curious from tourist to come and has an experience. Besides the expansion a diversity of foods, Nha Trang need to focus more about the traditional local food as a part of culture and it will present to tourist the unique character of Nha Trang to attract more culture & heritage tourists. For these heritage sides in Nha Trang, there are temples and culture village need to be preserved and make the local aware that as invaluable properties of Nha Trang, and the awareness of culture sustaining by advocacy and propaganda the local. The beauty of landscape in Nha Trang is the preferential of the nature to Nha Trang. However, it can be destroyed if it is exploited without preserving. Constraining massive investment in large
34
scale of tourism development projects on these island of Nha Trang Bays. Especially, these project of leveling the sea and some coastal areas of the bay for developing infrastructure and economy. These solutions are useful and it can reduce and minimum the pollution for the environment in the bay and gradually solve the environmental pollution by waste for Nha Trang bay. For the management in these tourist docks, it needs a closely cooperate with the functional agencies in Nha Trang to check all the sea transportations for tourist at the Bay, in order to propaganda and implement these commitment for environment protection. Littering on the sea is forbidden. For sea transportation management, the waste must be process on the land under control of sea transport services management. Expanding and develop these sea amusements and activities but under control of environment protection. Another solution is imperative is focus, concentrate on advocacy, and educate on the socio and local to participate these environmental protection. Especially, the local who live near the river following to the sea and these coastal area that do not littering and waste in the sea or the area around. In the city, it needs to increase and reinforce the safety and security for tourist. For instance, the security forces for tourist need to be established for tourist security and information. The traffic police must be stands by and ready for solving the traffic jam and information for foreign tourists. For marketing, Nha Trang should focus more on the tourists nation. Because for each nation, they will have different of characteristics, taste, habit, socio classes, so it can be very useful for evaluating on tourist satisfaction to give the strategy for developing Nha Trang city.
35
6.0 Conclusion
Nha Trang is the destination that can be an attractive of international tourist and especially is European tourist. It has many opportunities and potential to develop and become centre of tourism in the south East Asia. The preferential of nature, local gastronomy, and the unique of culture are the attraction that can motivate tourist to come and visit Nha Trang. However, these advantages also need to be sustained and expand in a logical way of developing. Besides that, the city also needs to focus on solving the weakness to turn it into the strength, and avoiding from tourist unsatisfied. The most strengthen factor is sea advantages and the beauty of sea and landscape in the Bay. Therefore, the solution for constrain and prevent environment pollution is an imperative problem that Nha Trang needs to come out. Developing infrastructure and economic for serving these leisure and entertainment but must be under control of the rational planning. Most of the services and tourism products or activities in Nha Trang can issue for tourist demand and satisfy their expectation. However, for providing good services with standard, it always comes with the survey implementation for evaluating tourist satisfaction and tourist demand. It important for tourism marketer to plan and provide services according to tourist characteristics such as socio classes, age, purpose, motivation, demand. It has an effective on the dicission of tourist to revisit Nha Trang in the future or not. In short, Nha Trang is the destination where is consider as a best destination for foreign tourist in Vietnam. Nha Trang is containing a huge potential to be developed as a tourism centre in Vietnam for the future.
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Appendix
QUESTIONAIRE SEURVEY 2012
The Motivation for Attracting Foreign Tourist to Revisit Nha Trang: A Case Study of Nha Trang, Vietnam.
I am a student currently taking the degree of International Tourism Hospitality Management program from Sunderland University at Segi University, Malaysia. I am carrying out a research survey about tourist motivation and satisfaction at Nha Trang, Vietnam. Your answer will be used solely for this research and it is a main contribute element for my research. Your participation is highly appreciated. Thank you
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The motivation to attract foreign tourist to revisit to Nha Trang Section A: TOURIST DEMOGRAPHIC 1. Where are you from? Asia Europe Africa America
2. Gender:
male Female
3. Age:
16-25 20-25 26-35 36-45 46-55 56-65 Above 65
4. Education:
primary school Secondary school High school Degree Master Doctorate
5. Average monthly income of you/your family:
less than $500 $500-999 $1000-$1999 $2000-$2999 $3000-$3999 Over $4000
40
The motivation to attract foreign tourist to revisit to Nha Trang Section B: TOURIST MOTIVATION 1. How many times have you visit to Nha Trang before? : 1st time 2nd -5th times More than 5th times
2. Number of night staying in Nha Trang:
0 nights 1-3 nights 4-7 nights
More than 7 nights
3. Average daily cost per person in Nha Trang: less than $30 $30-$50 $50-$100 More than $100
4. Typed of travelling:
self organized Organized (through by travel agent)
5. Do you think you will visit Nha Trang again? :
Yes No I dont know
6. What kind of accommodation did you choose:
Hotel Resort Campsite Private apartment Marina
7. How did you know about Nha Trang? :
recommended by friends/relatives Tourism trade fair Internet Travel agency Other 41
The motivation to attract foreign tourist to revisit to Nha Trang 8. Why did you choose to come to Nha Trang? : Holidays and relaxation Entertainment Recommendation by friends or relatives Beauty of the nature and landscapes Cultural offer Sporting offer Health and beauty offer Work Visiting friends or relation Gastronomic offer
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The motivation to attract foreign tourist to revisit to Nha Trang Section C: TOURIST SATISFACTION EVALUATION
1-very unsatisfied 2-unsatisfied 3-normal 4-satisfied 5-very satisfied
1. Climate: 2. Kindness of the local people: 3. Road links 4. Local traffics 5. Car park
1 1 1 1 1
2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2
3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3
4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4
5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
6. Information receive before travel to Nha Trang 1 7. Tourist information in Nha Trang 8. Souvenirs 9. Quality of urban design 10. Pedestrian area 11. Park and greens area 12. Historical culture, heritage 13. Landscape beauty 14. Environmental safeguarding 15. Safety 16. Opening hours of bank and shop 17. Shops 18. Accommodation 19. Amusement activities 20. Health and beauty tourism offer 21. Sailing offer 22. Local gastronomy 23. Quality price ratio 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
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The Motivation To Attract Foreign Tourist To Revisit To Nha Trang

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The motivation to attract foreign tourist to revisit to Nha Trang