CRUISE TOURIST SATISFACTION AT THE NGUYEN DYNASTY TOMBS IN HUE, VIETNAM: A SUSTAINABLE TOURISM PERSPECTIVE
DOI:
https://doi.org/10.17501/Keywords:
cruise tourism, tourist satisfaction, sustainable heritage tourism, Nguyen Dynasty Tombs, Hue city, shore excursionsAbstract
This study examines how cruise tourists evaluate their visit to the Nguyen Dynasty Tombs in Hue, Vietnam. The tombs belong to the Complex of Hue Monuments, a UNESCO World Heritage site, and are associated with royal history, architecture, landscape, and cultural memory. For cruise visitors, however, the visit is shaped not only by the cultural importance of the site but also by the limited time available during a shore excursion. The study identifies the main dimensions of satisfaction and suggests improvements for managing cruise visits to heritage sites. A structured questionnaire was administered to international cruise tourists at the Nguyen Dynasty Tombs, and 129 valid responses were retained for analysis. The data were analysed using descriptive statistics, reliability testing, and Exploratory Factor Analysis (EFA). The results identified several satisfaction dimensions, including heritage and cultural value, accessibility and transportation, interpretation, site amenities, and souvenir-related services. The findings show that visitors valued the tombs’ historical atmosphere, architecture, and landscape setting. Some practical aspects of the visit were rated less strongly, including multilingual information, accessibility, restroom facilities, and concise interpretation. These issues matter because cruise tourists usually have limited time ashore and need information that is clear, accessible, and easy to follow. The study suggests that Hue should focus on site-level improvements, including visitor flow, multilingual interpretation, updated QR-code-based information, basic facilities, and culturally relevant souvenir products. These measures could improve cruise excursion experiences while supporting the conservation of Hue’s heritage assets.
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This work is licensed under a Creative Commons Attribution 4.0 International License.
