Received: 25-09-2019 / Accepted: 25-11-2019
Thepurposeofthisstudywastoexploretourists' satisfactionanduse exploratoryfactoranalysistoidentifyfactorsthatinfluenced tourists' satisfactiontowardtourismproductsinSonTay-BaViTourismCluster,Hanoicity.Thestudywasconductedthroughasurveyof150touristsinthreekeytouristareasrepresentingthreetypesoftourismproducts.The5-levelLikertscalewasusedtomeasuretourists' satisfaction.Theresultsshowed thatthemajorityoftouristswerenotsatisfiedwiththetourismlandscapeandinfrastructure,onlytheservicecapacityoftourguides, operatorsandthequalityofaccommodationserviceswerequitepositivelyratedbytourists.Themainfactorsaffectingtourists’satisfactionare:(1)Therationalityoftravelcosts;(2)Thequalityoffoodservices;(3)Thenaturaltourismlandscape;(4)Thequalityofaccommodationservices;and(5)Thetourisminfrastructureandpopulation.Basedonthefindings,thestudyproposedsomerecommendationstoimprovetheleveloftourists'satisfactiontowardtourismproductsoftheTourismClusterinthecomingtime.