Factors Affecting the Satisfaction of Tourists with the Quality of Services in Ta Cu – A Tourist Destination in Ham Thuan Nam District, Binh Thuan Province

This study determines the main factors affecting the satisfaction of tourists with the quality of services in Ta Cu, a tourist destination in Ham Thuan Nam district, Binh Thuan province. By analyzing 242 valid survey responses out of 250 distributed questionnaires, the study finds that four out of five proposed factors positively affect tourists' satisfaction with service quality at Ta Cu, including: (1) Service Capacity, (2) Responsiveness, (3) Tangibles, and (4) Empathy. Based on these findings, several managerial implications are proposed to help managers of Ta Cu tourist destination improve service policies and further enhance visitor satisfaction in the future.