Homestay Tourism in Ben Tre (Southern Vietnam)

The purpose of this book is to measure the effects of homestay service quality, tourist satisfaction, and cultural contact on tourist loyalty: a case of homestay tourism in Ben Tre (Southern Vietnam). This study has used qualitative and quantitative researches: (i) qualitative research carried out through focus group discussions with 10 tourist, and (ii) quantitative research conducted through direct interviews with 294 tourist in Ben Tre Province (Southern Vietnam). The results show that: (i) tourist loyalty is affected by 04 components of homestay service quality (reliability, responsiveness, assurance, and tangibles), tourist satisfaction; and (ii) tourist satisfaction is affected by 05 components of homestay service quality (reliability, responsiveness, assurance, tangibles, and empathy), and cultural contact. However, the research subject has certain limitations: (i) due to limited resources in conducting research, the sample size consisted of 294 tourist, (ii) This study conducted the sampling technique of using direct interview methods from respondents using homestay service in Ben Tre (Southern Vietnam)