Assessment of tourism service quality for traditional craft villages in Da Nang city, Vietnam

Figures & data

Figure 1. IPA model.(Source: Martilla & James, 1977).

Table 1. Quadrant and implication of IPA

Quadrants	Implications
Quadrants I Concentrate Here	Respondents believe attributes are very important, however, performance levels are relatively low. This indicates that enhancement efforts should be focused on this area.
Quadrant II Keep up the good work	Respondents believe attributes are very essential, and the organization appears to do well in these activities. Keep up the fantastic work, is the message here.
Quadrant III Lower priority	Low importance and low performance are associated with these attributes. Although performance levels in this cell may be poor, managers should not be too concerned because the traits in this cell are not seen as particularly important. On this low-priority cell, just a small amount of resources should be spent.
Quadrant IV Possible overkill	This cell comprises low-importance qualities that affect the organization’s performance; managers should regard current efforts on these attributes to be superfluous/unnecessary.

(Source: Martilla & James, 1977)

Figure 2. Location of Da Nang city, Vietnam.

Figure 3. The numbers of international tourists visiting to Da Nang annually.

Source: Da Nang Office of Tourism—Information

Figure 4. Research process.

Table 2. Demographic characteristics of respondents in Da Nang’s traditional craft villages

Variable	Sample size (n)	Percentage (%)
Gender Male Female	63 57	52.5 47.5
Age 17 and less 18–30 31–55 55 and over	7 66 42 05	5.8 55.0 35.0 4.2
Education Secondary College Tertiary	7 14 99	5.8 11.7 82.5
Employment Student State employees Business Farmers, workers Unemployment	36 47 27 6 4	30.0 39.2 22.5 5.0 3.3

Table 3. Cronbach Alpha and corrected item-total correlation

Variables	Groups	Meaning	Importance		Performance
			Cronbach Alpha	Correc-ted Item-Total Correlation	Cronbach Alpha	Corr-ected Item-Total Correlation
Q1	Tangibles	The scenery in villages is clean and beautiful.	.850	.711	.914	.441
Q2		Craft villages have clean public buildings.	.851	.701	.869	.784
Q3		Artifacts on display are vivid and diverse, bearing the characteristics of the craft village	.845	.733	.860	.838
Q4		Staff dressed politely, uniformly, decent.	.878	.537	.898	.593
Q5		Craft villages have neat and easy-to-observe galleries	.839	.767	.857	.856
Q6		Photos, movies, banners, and other media concerning artisan villages are presented in a visually appealing and colorful manner.	.861	.646	.860	.841
Q7	Reliability	The information on the settlements is presented in a simple and comprehensive manner.	.757	.821	.803	.771
Q8		The village’s historical re-enactment models are visually appealing and fascinating.	.704	.843	.805	.774
Q9		The village has rich traditions to learn, as well as numerous distinct cultural and historical qualities.	.679	.851	.866	.617
Q10		Villagers have a deep understanding of history and culture and have reliable explanations	.760	.819	.821	.736
Q11	Responsibility	Staff/guides were thoughtfully welcomed.	.893	.572	.835	.824
Q12		Staff and townspeople are eager to assist guests.	.821	.769	.849	.794
Q13		When guests require help, the staff and villagers are eager to assist them.	.794	.832	.905	.680
Q14		Visitors’ difficulties are immediately resolved by staff and guides.	.828	.753	.849	.788
Q15	Insurance	Visitors’ safety on the grounds is ensured.	.894	.798	.907	.843
Q16		Visitors’ food safety is ensured.	.900	.769	.900	.879
Q17		Visitors are impressed with the service manner.	.910	.722	.900	.878
Q18		Staff ensure the service process.	.894	.804	.923	.760
Q19		The staff explains in a straightforward and understandable manner.	.886	.837	.929	.739
Q20	Empathy	Throughout the trip, staff is always attentive to visitors.	.864	.819	.850	.865
Q21		The staff is aware of what travelers require.	.864	.823	.865	.831
Q22		The inhabitants are always friendly with their visitors.	.864	.827	.874	.804
Q23		The Craft Village is open all year, making it easy for tourists	.911	.685	.916	.672

Table 4. KMO and bartlett’s test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.		.854
Bartlett’s Test of Sphericity	Approx. Chi-Square	2109.031
	df	253
	Sig.	.000

Table 5. Rotated component matrix

	Component
	1	2	3	4	5
Q5	.746
Q3	.744
Q1	.737
Q2	.730
Q4	.721
Q6	.611
Q18		.791
Q19		.786
Q15		.736
Q16		.734
Q17		.716
Q20			.863
Q21			.832
Q22			.817
Q23			.783
Q12				.852
Q13				.844
Q14				.758
Q11				.711
Q9					.792
Q10					.699
Q7					.663
Q8					.536

Extraction Method: PrincIPAl Component Analysis.

Rotation Method: Varimax with Kaiser Normalization

Table 6. Importance—performance analysis for TSQ in Da Nang’ traditional craft villages

Variables	I	Ranking	P	Ranking	Gap value (P-I)
Q1	4.30	8	4.09	7	−0.21
Q2	4.36	5	3.69	21	−0.67
Q3	4.39	4	3.82	15	−0.58
Q4	4.21	13	3.88	12	−0.33
Q5	4.31	7	3.73	19	−0.58
Q6	4.24	11	3.70	20	−0.54
Q7	3.99	21	3.89	11	−0.10
Q8	4.25	10	3.80	17	−0.45
Q9	4.08	20	4.79	3	0.72
Q10	4.14	17	4.83	2	0.68
Q11	4.21	13	4.83	1	0.63
Q12	4.15	16	4.76	5	0.61
Q13	4.28	9	3.75	18	−0.53
Q14	4.10	19	4.78	4	0.68
Q15	4.45	2	3.95	9	−0.50
Q16	4.53	1	3.81	16	−0.73
Q17	4.43	3	3.94	10	−0.48
Q18	4.34	6	4.07	8	−0.28
Q19	4.14	17	4.54	6	0.40
Q20	3.98	22	3.62	22	−0.36
Q21	3.98	22	3.51	23	−0.48
Q22	4.17	15	3.84	13	−0.33
Q23	4.23	12	3.83	14	−0.39

Figure 5. IPA graph.

Martilla, J. A., & James, J. C. (1977). Importance-performance analysis. Journal of Marketing, 41(1), 77–79. https://doi.org/10.1177/002224297704100112

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