Factors Affecting the Satisfaction of Visitors to Dalat Flower Festival 2012

The research aims at investigate factors affecting the satisfaction of visitors to a national festival, i.e. The Dalat Flowers Festival 2012, on the basis of 500 respondents visiting the festival. The SERVQUAL by Parasuraman et al (1988) with some adjustments is used. The SPSS software is also used to perform the Cronbach's alph’, EFA, and multiple regression analysis. The result indicates that the visitors’ satisfaction is sharply affected by the five following factors, in order of importance: (1) tangibles, (2) empathy, (3) responsiveness, (4) reliability, and (5) assurance. The research also extends several recommendations to the festival organizers in order to enhance service quality and the visitors’ satisfaction