Factors Affecting Customer Satisfaction with Rural Tourism Services in Vietnam: A Comprehensive Study

Manh- Cuong Vu *

Department of Business Administration, East Asia University of Technology, Vietnam.

Thi- Nhan Pham

Department of Business Administration,Vietnam Women,s Academy, PhD in Institute of Vietnamese Studies and Development Scinces, Vietnam.

*Author to whom correspondence should be addressed.


This comprehensive study explores the factors influencing customer satisfaction in rural tourism services in Vietnam. It delves into key determinants such as destination image, tourist expectations, Perceived product and service quality, Perceived value, and overall satisfaction. Combining quantitative surveys and qualitative interviews, the research highlights the interplay of these factors and their cumulative impact on tourist satisfaction. The findings underscore the importance of crafting positive destination images, managing expectations, and delivering high-quality products and services to enhance customer satisfaction in Vietnam's rural tourism sector.

Keywords: Image, expectations, perceived quality product, perceived quality-service, perceived value, satisfaction, Vietnam

How to Cite

Vu , Manh- Cuong, and Thi- Nhan Pham. 2023. “Factors Affecting Customer Satisfaction With Rural Tourism Services in Vietnam: A Comprehensive Study”. Asian Journal of Agricultural Extension, Economics & Sociology 41 (11):84-97. https://doi.org/10.9734/ajaees/2023/v41i112264.


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