Destination Culture and Its Influence on Tourist Motivation and Tourist Satisfaction of Homestay Visit

With the advantage of culture and historical tourism resource, Hanoi has to finalize its tourism development strategy for the long term. This study aims to help tourism planners and marketers to get an understanding that may provide a foundation for their strategic marketing decision in homestay tourism service. The empirical analysis used data from 150 international visitors who have experience in using homestay service in Duonglam old village. To test the hypotheses among tourist motivation, satisfaction with destination loyalty, regression is adopted. This study result show that climate conditions, the destination can be easily reached, the quality of the accommodation, beauty of the scenery and cleanliness are ranked most important attribute for tourist satisfaction with Duonglam village. Another hand the result also indicates negative image about tourist service and culture events of Duonglam old village. Implications of the findings for tourism marketers and research limitation are also discussed.