THE EFFECT OF TOURIST EXPECTATIONS AND TOURIST EXPERIENCES ON TOURIST SATISFACTION WITH HERITAGE ATTRIBUTES: A CASE STUDY OF HỘI AN, VIETNAM

Hoi An, Vietnam is a heritage town that offers many attractions and amenities attracting many domestic and international tourists. Along with the satisfaction studies conducted in Hoi An, the concern on how tourists’ expectations and experiences influence tourist satisfaction with destination attributes is not well explored. The present study determines the extent to which tourist expectations and tourist experiences affect tourist satisfaction with destination attributes; such as heritage attractions, price, people, tourist amenities, and safety. A quantitative research method was used to collect data from international and domestic tourists who had visited and stayed in Hội An, Vietnam for at least one night. Of the 275 responses received, 269 were usable. The findings indicate that tourist experiences with staff, safety, and tourist amenities had the biggest impact on tourist satisfaction in Hội An while tourist expectations did not significantly affect tourist satisfaction. This study also contributed to the strength of Hội An in the hopes that tourism stakeholders in Hội An will use these findings to take proactive steps to increase the competitiveness and attractiveness of Hội An.