Influences of the ecotourism industry in Mekong Delta – Vietnam: The mediating role of Tourist Satisfaction

Figures & data

Figure 1. Conceptual model.

Table 1. Reliability statistics.

No	Scales	No. of items	Cronbach’s alpha
1	Travel Service (TVS)	6	0.856
2	Facilities (FAC)	5	0.754
3	Safety (SAF)	4	0.873
4	Nature (NAT)	4	0.795
5	Experience (EXP)	5	0.832
6	Native People (NPE)	4	0.811
7	Food and Beverage (FNB)	5	0.864
8	Culture (CUL)	3	0.817
9	Tourist Satisfaction (TRS)	4	0.744
10	Ecotourism Industry Performance (EBP)	5	0.780

Table 2. KMO and Bartlett’s test.

Kaiser-Meyer-Olkin measure of sampling adequacy		.923
Bartlett’s test of sphericity	Approx. Chi-Square	14,072,873
	df	990
	Sig.	.000

Figure 2. CFA analysis results.

Figure 3. SEM model analysis.

Table 3. Hypothesis test results.

No	Relationship	Estimate	P-value
1	TRS ← TVS	0.245	0.000
2	TRS ← FNB	0.066	0.010
3	TRS ← EXP	0.073	0.002
4	TRS ← SAF	0.160	0.000
5	TRS ← CUL	0.149	0.000
6	TRS ← FAC	0.143	0.000
7	TRS ← NPE	0.090	0.002
8	TRS ← NAT	0.160	0.000
9	EBP ← TRS	0.651	0.000

Table

Code	Statement	Response
		1	2	3	4	5
TVS1	Timeliness: My demands are met timely
TVS2	Responsiveness: My demands are responded fully
TVS3	Sufficiency: I was sufficiently informed
TVS4	Convenience: My trip was convenient
TVS5	Problem solving: Problems happened were resolved properly
TVS6	Outcome: Values derived from my trip were worth what I spent
FAC1	Facilities do not disturb the overall ecology
FAC2	Facilities are well invested and fully functional in response to visitors’ demand
FAC3	Facilities are also available for disabled people and family with infants
FAC4	Facilities are well installed with multilingual directional signage
FAC5	Facilities are sanitary and safe for visitors
SAF1	The political environment in the region is likely stable
SAF2	The social environment in the region is likely stable
SAF3	The natural environment in the region is likely fresh
SAF4	The overall security in the region is likely good
NAT1	The ecosystem is likely to be well preserved
NAT2	The natural landscape is wonderful and impressive
NAT3	Locations for visiting are arranged harmoniously and orderly
NAT4	The overall nature of the region is interesting and peaceful
EXP1	Feeling returning to nature
EXP2	Feeling beneficial by connecting to nature
EXP3	Feeling being a part of a new community
EXP4	Felling being taken care better than ever
EXP5	Felling re-energized
NPE1	The indigenous people are hospitable
NPE2	Delivering indigenous value through guidance by indigenous people
NPE3	Recognizing self-identity of indigenous people through their behaviors and acts
NPE4	Indigenous people are equipped with good knowledge and capacity
FNB1	Diverse items
FNB2	Quality worth the money
FNB3	Uniqueness (presentation, very distinctive taste)
FNB4	Service speed
FNB5	Foods and beverages served were in harmony with gastromonic trends
CUL1	The culture of the region makes me feel proud.
CUL2	The culture of the region makes me feel interested.
CUL3	The culture of the region makes me feel attached.
TRS1	This trip overall creates spiritual value for me
TRS2	This trip overall regenerates fresh energy for me
TRS3	The places that I have visited give me peace of mind
TRS4	Overall, I really enjoyed this trip
EBP1	Satisfied tourists
EBP2	Ability to attract tourists to come back in the future
EBP3	A happy and dynamic community
EBP4	Attractive and impressive tourism products and services
EBP5	A sustainable ground for the sustainable development of ecotourism