Final Marketing Research

ABSTRACT
The research was conducted to survey experiences in the creative space at Vinpearl Phu Quoc
based on SPSS (Statistical Product and Services Solutions) statistical software, and quantitative
and qualitative variables through consumer experiences.
The results show that the scale includes 5 main components that have the highest influence on
tourist satisfaction: Traveling, Shopping, Gaming, Restaurant, and VR (Virtual Reality).
Furthermore, the report also analyzes factors that affect the tourist experience at Vinpearl Phu
Quoc compared to other entertainment tourist areas. Vinpearl Phu Quoc has been evaluated as a
luxury 5-star resort paradise and is the choice of entertainment destination for many tourists from
everywhere. Vinpearl Phu Quoc is an entertainment area that combines many services in one
creative environmental space such as Water Park, Aquarium, Food Street, Night Market, and
Vinpearl Safari. Vinpearl Land system includes 4 entertainment areas and 1 Safari wildlife
conservation area across the country. This proves Vinpearl Land's success in understanding the
need for entertainment everywhere in Vietnam.
This research report provides valuable insights into the Creative Atmosphere when participating
in and experiencing Vinpearl Phu Quoc. The report ends with recommendations for Vinpearl on
strategies to enhance the tourists’ experience and comprehensively upgrade the resort and
amusement park here. These recommendations are intended to help promote value enhancement
and strong brand development of Vinpearl among existing resort and entertainment resorts
nationwide.
I. Introduction
1. Context of the study
In recent years, Vietnamese tourism has seen steady growth in international visitors
(about 11%/year on average). In 2021, this number reached a record of 10 million arrivals, an
increase of 26% compared to 2015. In the first 9 months of 2022 alone, international visitors to
Vietnam reached 9,448,331 arrivals, an increase of 28.4% over the same period. 2021. In the
ranking of the Top 4 entertainment areas with the most visitors in 2022, Vinpearl Land Phu Quoc
holds the No. 1 position with the largest number of visitors. This shows that Vinpearl Land still
maintains the spread of recognition, far surpassing other units. The Vinpearl system covers 5
provinces and cities, cooperating with more than 10 partners.
Market Size and Growth

2023 will witness a strong recovery of the tourism industry with a boom in the number of
tourists returning to the Vietnamese market, along with the revival of travel and hotel companies
taking advantage of opportunities for new growth.
As the region's leading resort destination, the average number of visitors to Phu Quoc
each year increased by 28%, of which international visitors increased by more than 45%.
According to the Department of Tourism of Kien Giang province, in the first 9 months of 2023,
the province welcomed more than 7.3 million visitors, an increase of 20.2% over the same
period, reaching 88.7% of the year plan, of which, international visitors reached nearly 500,000
people, an increase of 293.2%, exceeding the yearly plan by 42.7%. Phu Quoc alone welcomed
more than 4.7 million visitors to visit, travel, relax, entertain, and experience, accounting for
64.2% of the total number of visitors of the entire province.
Specifically, Vinpearl is in the Top 3 brands with the highest brand strength index in
Vietnam along with 2 representatives in the financial and banking sector, Vietcombank and
MBBank. According to Brand Finance's assessment, this unit has impressively promoted through
25 ranking levels, achieving the highest brand strength growth rate. In terms of valuation,
Vinpearl is in the Top 50 strongest and most valuable brands in Vietnam in 2023. Vinpearl
constantly enhances the experience at world-class tourist complexes with perfect service quality
at each touch point.
The Vinpearl resort hotel chain and Vinpearl Land theme park chain nationwide are also
constantly being upgraded and expanded with resort experiences, hundreds of world-class
activities, and entertainment, worthy of their no.1 status destination for entertainment,
exploration, culture, and festival experiences.
Government Initiatives
Politburo on the direction of socio-economic development and ensuring national defense
and security in the Mekong Delta until 2030, vision to 2045, defining tasks: Focus on building
Phu Quoc to become a service center, high-quality eco-tourism, sea and island tourism of
national and international stature, connected to major economic centers in the region and the
world. On that basis, Phu Quoc city, Kien Giang province has been making efforts to overcome
difficulties and obstacles. The most important thing is to attract many investment resources for
socio-economic development, especially in the tourism sector.
2. Main topic definition and framework

Definition
The study aimed to design a CA structure in "creative tourism destinations". Besides, the
study is also to establish a series of reliable and valid measurement tools. An important
contribution of this study is the development of a multidimensional scale for CA consisting of
five factors: novel atmosphere, pleasant atmosphere, artistic atmosphere, hedonic atmosphere,
and distinctive atmosphere. The results of this study can be used as a reference measurement tool
for creative tourism design in tourism destinations. (Journal of Research in Hospitality and
Tourism, Vol. 47, No.3, March 2023)
Creative tourism aims to consolidate and restore existing historical development models.
At the same time, it brings visitors new, diverse, and more meaningful travel experiences. G.
Richards and Marques (2012) further define creative tourism as (1) a means of involving tourists
in the creative life of the destination, (2) a creative means of utilizing existing resources, (3) a
means of establishing identity and uniqueness to strengthen character, (4) a form of self-
expression/discovery, (5) a form of education and self-realization, (6) a source of atmosphere for
places, and (7) a source for redesigning and revitalizing places.
Framework
To become a dominant hub in the national and international landscape, a creative
atmosphere must permeate the tourism environment, and geographical patterns of creativity play
an important role in determining the long-term viability and sustainability of the tourism and
entertainment industries. The main research hypothesis in this report is that the evolutionary
trajectory and structure of the network characterizing Vinpearl's leisure and entertainment
tourism systems are important for detecting the level of innovative atmosphere.
To highlight the significance of the proposed framework to learn about visitor
satisfaction with Vinpearl's creative space, this research proposes to apply some new methods
based on survey analysis. This approach allows an understanding of the main relationships that
occur between tourists participating in leisure and entertainment tourism at Vinpearl. In
particular, it helps both measure the creative atmosphere and detect the economic efficiency of
tourism and creative activities spread online.
3. Research Motivation
The goal of the research is to improve the current status and performance of Vinpearl -
including resorts, golf courses, Vinpearl Land, aquarium, and Vinpearl Safari - affecting the
experience of visitors. The study attempts to emphasize the importance of understanding how
these situations influence visitors' creative space experiences of Vinpearl. The research problem
also entailed developing fictional research questions to determine visitors' perceptions of
Vinpearl's creative atmosphere and then providing advice on how to present the research results.
The study also aims to highlight potential needs and factors to take into account when
conducting surveys and research in this area.
4. Research Objective
The main goal of this study is to determine the level of satisfaction of visitors at Vinpearl
with the creative space they experience. The specific objectives of the research are: Determine
the level of tourist satisfaction with Creative Atmosphere Experiences at Vinpearl Phu Quoc.
Identify important factors that have a significant impact on tourist satisfaction with
creative atmosphere experiences at Vinpearl Phu Quoc.
Provide analysis and recommendations to enhance guest satisfaction and overall
experience within Vinpearl resorts and entertainment.
5. Research Structure
Introduction:
Briefly introduce the topic of tourist satisfaction with creative atmosphere experiences
at Vinpearl Phu Quoc.
Clearly state the objectives, scope of research, and research questions.
Literature Review:
Provides an overview of the existing literature on visitor satisfaction with creative
atmosphere experiences at Vinpearl Phu Quoc.
Discuss theories and frameworks related to service quality and tourist satisfaction in
tourism.
Explore previous studies examining factors that influence tourist satisfaction with
creative atmosphere tourism.
Methodology:
Describe the research design, including data collection methods, sampling, and data
analysis techniques.
Explain the specific tools used to measure visitor satisfaction and the factors being
investigated.
Outline the steps taken to ensure the reliability and validity of the research results.
Results and Analysis:

Presents findings from data analysis, including visitor satisfaction with various
aspects of school quality.
Discuss the factors identified that have a significant impact on visitor satisfaction
Present any significant patterns, trends, or relationships observed in the data.
Discussion:
Interpret the research results based on theory and previous literature.
Discuss the implications of these findings for enhancing visitor satisfaction as well as
improving the status and performance of Vinpearl Phu Quoc.
Address any limitations of the study and suggest avenues for future research.
6. Research Contribution
This study paves the way for future research endeavors in the realm of creative tourism. The
identified limitations and suggestions for further investigations open avenues to delve deeper
into specific facets of visitor satisfaction, creative atmosphere experiences, and the evolving
dynamics of leisure and entertainment tourism.
II. Literature Review

1. Theoretical Background, Conceptualization, Definition
1.1. Creativity As A Prerequisite For Creative Tourism Formation
The increased desire for creative experiences that encourage travelers' active
participation necessitates a refresh of existing offerings, making creativity a
significant component of tourist attraction and destination development. At the same
time, interest in creative tourism is developing fast within the tourist industry, even
though it has not yet been properly examined due to its recent growth. (Bakas,
Duxbury & Vinagre de Castro, 2018;Chen & Chou, 2019; Remoaldo & Cadima-
Ribeiro, 2019; Zhang & Xie, 2018).
In the field of cultural tourism, new destination culture-based tourist products should
offer value to local people, protect the environment, and generate local benefits, while
also providing visitors with an authentic travel experience (UNWTO, 2020). For
visitors seeking authenticity, locations should deliver satisfaction, which is frequently
related to participatory knowledge of the local culture, everyday lives of local people,
traditions, and customs. This new demand phenomenon necessitates a new approach
to the creation of cultural tourist items on the supply side. Contemporary tourism
changes have led to the rise of creative tourism as a re-conceptualization of cultural
tourism (Jelincic & Uvela, 2012).
1.2. The Contexts of Cultural and Creative Industries and Tourism

Understanding the notion of cultural and creative industries (CCIs) is critical for
comprehending the complexities of the creative tourism concept since it is strongly
tied to these sectors (CCIs) and has significant spill-over impacts on the tourist
industry (KEA, 2021). CCIs contribute to competitiveness, more and better jobs,
sustainable development, innovation, cohesion, and local development both directly
and indirectly (Korez-Vide, 2013). For example, CCIs produce significant revenue for
the hotel and food sectors through cultural tourism or festivals. Tourism is recognized
as an interactive component of the system in the UNCTAD notion of the creative
economy.
1.3. The theoretical framework of creative tourism

First, atmosphere theory closely attends to “the connection between environmental
stimuli and personal emotional response” in measuring an individual’s perception of
the environment.
Second, the CA scale developed in this study is distinct from previous measures of
atmosphere in its five constituent factors of novel, joyful, artistic, hedonic, and
distinctive atmospheres.
● “Novel atmosphere” refers to the sense of novelty and freshness
visitors feel from the perception of the CA surrounding a tourist
destination. Tan et al. (2013): Novelty was a motivation and need to be
sought by tourists during creative tourism; tourists sought novel
destinations to participate in. Novelty is indeed one of the major
atmospheres to be created in destinations for creative tourism
● “Joyful atmosphere” refers to the feeling of delight, excitement, and
encouragement evoked in a tourist by creative ideas at a creative
tourism destination.
● “Artistic atmosphere” refers to the sense of warmth, sincerity, and
romance visitors feel from the aesthetic creativity of the architectural
appearance and interior decoration of a place.
=> Shops should use aesthetics to design atmospheres that attract
consumers.
● “Hedonic atmosphere” refers to the sense of satisfaction, pleasure, and
fun that visitors feel from the creative performances provided by a
management unit at a venue.
● “Distinctive atmosphere” refers to the uniqueness, originality, and
rarity felt by a visitor due to the perception of the distinctiveness of a
tourist destination. Tourism destination operators often use innovative
development models and creative performances to produce unique CA
and cultural and creative tourism destinations.
2. Hypothesis Development
Our report takes the specific tourism case at Vinpearl, Phu Quoc Island, Vietnam. Its
CA scale is also made up of five atmospheric factors: novel, joyful, artistic, hedonic,
and distinctive atmospheres.
● H1: The factor “novel atmosphere” has an effect on customers’ satisfaction when
experiencing Vinpearl Phu Quoc.
Vinwonder's amusement park is divided into many themes such as:
● European Avenue: visitors will discover mysterious castles, magical villages
or shopping centers with medieval European style.
● Secret village: visitors explore culture, transform into warriors conquering the
challenges of the mighty Viking tribe.
● Adventure world: Thrilling area is designed according to 3 themes: Maya
Legends, South American Jungle and Ancient Greece.
=> All of these themes create extremely new experiences and atmospheres for
domestic and foreign tourists
● H2: The factor “joyful atmosphere” has an effect on customers’ satisfaction when
At VinWonders, visitors will immerse themselves in countless fun games.
Children can enjoy cartoon characters, the aquarium or VinSafari where there
are many wild animals. This is the factor that creates a happy atmosphere.
● H3: The factor “artistic atmosphere” has an effect on customers’ satisfaction when
VinWonder's architecture follows different themes, but generally has a
European influence.
● H4: The factor “hedonic atmosphere” has an effect on customers’ satisfaction when
Creative performances such as dolphin circus or mermaid circus in the
aquarium bring visitors a feeling of satisfaction and excitement.
● H5: The factor “distinctive atmosphere” has an effect on customers’ satisfaction
when experiencing Vinpearl Phu Quoc.
Show Once at VinWonders will bring visitors a special atmosphere thanks to
the extremely elaborate investment in water music performances, musicals,
vivid sound and 3D images.
Figure 1. Research model
III. Research Design and Methodology

1. Research Process:
The topic is researching the tourists' evaluations of the creative atmosphere experience in
Vinpearl Phu Quoc, Vietnam. To make this report successful and correct, having a plan
to follow and check up while collecting data is needed. Firstly, we review the related
research and conceptual theory to understand the topic deeply. Secondly, identifying the
objects of research, research methodology, research questions, and research scope. And
then, depending on the previous study, build the hypothesis and finalize the conceptual
model. Before collecting data, we have to design the survey questionnaire and sample of
the survey, conduct a pilot test, and adjust the questionnaire after receiving feedback
from the pilot test. Analyzing data, and checking the supported or not supported
hypothesis and conceptual model is the next step. Finally, the findings have some
implications and limitations.
2. Sample Design
Hair et al. (2009) assert that there will be as many appropriate samples as questions,
multiplied by 5. Our group used 33 questions and 6 variables to collect data for this
survey. Therefore, 26 x 5 = 130 samples will be the required minimum. The scale
accuracy of the items will increase as more responses are received.
Non-probability sampling was used for this study's sample collection. According to Leary
(2004), non-probability sampling is acceptable in research that includes objective
hypotheses to test. We mostly do the survey online through Google Form Online because
of its convenience. There were 99 replies received in total. The respondents who have
experienced any creative atmosphere in VinPearl Phu Quoc are the target respondents.
These are chosen at random. Thus, following data filtering, our group eliminates
responses from those who have never experienced any creative atmosphere in VinPearl
Phu Quoc. As a result, 97 valid responses were collected for this poll.
3. Measurement Scale
The survey questionnaire will follow a Likert 7-point scale, including strongly disagree,
disagree, neutral, agree, and strongly agree.
Distance value = (Maximum – Minimum) / 7 = (7-1)/7 = 0.8
1 2 3 4 5 6 7
Satisfaction level Strongly Disagree More or less

Neutral More or lessAgree Strongly agree
disagree disagree agree
Value Range 1.00 - 1.85 1.86 - 2.71 2.72 - 3.57 3.58 - 4.43 4.44 - 5.29 5.30 - 6.15 6.16 - 7.00
Table 1. Likert scale of Agreement extent
No. Variable Coding Question
1 Novel atmosphere N1 Do you feel the newfangled atmosphere here?
2 N2 Do you feel the cool atmosphere here?
3 N3 Do you feel the fresh atmosphere here?
4 N4 Do you feel the special atmosphere here?
5 N5 Do you feel the fashionable atmosphere here?

6 N6 Do you feel the modern atmosphere here?
1 Joyful atmosphere J1 Do you feel the inspiring atmosphere here?
2 J2 Do you feel the exhilarating atmosphere here
3 J3 Do you feel the delightful atmosphere here?
4 J4
Do you feel the resonant atmosphere here?
5 J5 Do you feel the exciting atmosphere here?
4 J4
Do you feel the resonant atmosphere here?
5 J5 Do you feel the exciting atmosphere here?
1 Artistic Atmosphere A1 Do you feel the warm atmosphere here?
2 A2 Do you feel the simple atmosphere here?
3 A3 Do you feel the romantic atmosphere here?

4 A4 Do you feel the therapeutic atmosphere here?
1 Hedonic AtmosphereH1 Do you feel the happy atmosphere here?
2 H2 Do you feel the satisfying atmosphere here?
3 H3 Do you feel the pleasurable atmosphere here?
4 H4 Do you feel the enjoyable atmosphere here?
1 Distinctive D1 Do you feel the unique atmosphere here?

Atmosphere
2 D2 Do you feel the different atmosphere here?
3 D3 Do you feel the extraordinary atmosphere here?
Table 2. Encoded terms for data testing

4. Data Analysis Technique
4.1. Descriptive Statistical Analysis
Descriptive statistics encompass a range of numerical procedures and graphical techniques

employed to effectively organize and portray the attributes or elements of a specific sample. The
primary goal of descriptive statistics is to elucidate the central tendency, often denoted as the
measure of the midpoint of a distribution of scores, along with the dispersion or variance,
representing the extent of variability among the scores.
In essence, descriptive statistics serve as the tools for numerical and graphical analysis,
facilitating the organization, presentation, and examination of data. The particular form of
descriptive statistics employed to depict a variable within a sample is contingent upon the level
of measurement employed (Murray J. Fisher RN, PhD, & Andrea P. Marshall RN, PhD).
4.2 Inferential Analysis

Inferential data analysis involves drawing broader conclusions about a vast population by
examining a representative sample. The foundation of inferential analysis lies in the random
selection of individuals from the larger group under investigation. The accuracy of the results is
influenced by two key factors: the sampling error, which is affected by the sample size, and the
confidence interval, which is influenced by the variability observed in the study data. Both of
these aspects play a crucial role in determining the statistical significance of the inferential
statistics employed to explore relationships among the variables within the dataset (K. L.
Andereck).
4.2.1 Cronbach’s Alpha
The Cronbach alpha is a commonly used measure to assess internal consistency. Represented by
the lowercase Greek letter alpha, it estimates the extent to which variations in test scores can be
attributed to true score variances. It offers a conservative estimate of the reliability of test results,
indicating the proportion of consistent or systematic variance within a set of scores. The
Cronbach alpha ranges from 0.0 (no consistent variance) to 1.0 (complete consistency),
encompassing all values in between. For instance, if a set of scores yields a Cronbach alpha of
0.90, it can be interpreted as 90% reliability, implying 10% unreliability (100% - 90% = 10%)
(Wada, M.).
Cronbach's alpha is a useful measure that can be used in situations where test items are scored
dichotomously. However, one advantage of alpha is its ability to accommodate weighted items.
For example, in a language test, items can be assigned different point values based on the quality
of the answer provided. For instance, a functionally and grammatically incorrect answer may
receive 0 points, a functionally incorrect but grammatically correct answer may receive 1 point, a
functionally correct but grammatically incorrect answer may receive 2 points, and a functionally
and grammatically correct answer may receive 3 points. This flexibility makes Cronbach's alpha
highly suitable for both language test development projects and language testing research, as it
can adapt to various scoring systems (Wada. M).
4.2.2 Exploratory Factor Analysis (EFA)
Exploratory Factor Analysis (EFA) can be characterized as a systematic process of simplifying

interconnected measurements. Traditionally, EFA has been employed to investigate the potential
underlying factor arrangement within a given set of observed variables, without imposing any
predetermined structure on the final outcome (Child, 1990). Through the application of EFA, the
inherent factor structure is unveiled (2023, May 9).
In the pursuit of a concise explanation of human intellectual capacities, psychologists turned to
the advancement of factor analytic techniques. Galton, a renowned scientist of the 19th and 20th
centuries, played a pivotal role in establishing the groundwork for factor analytic methods
through the creation of quantitative approaches for assessing the interrelationship between two
variables. It was Karl Pearson who first provided a clear definition of factor analysis. In 1902,
Macdonnell became the first to publish a noteworthy application of factor analysis, examining
the physical traits of 3000 criminals and 1000 Cambridge undergraduates for comparison (200-
31: Exploratory or Confirmatory Factor Analysis?).
Factor analysis is a systematic process of simplifying interconnected measures in an orderly

manner. In the past, it has been employed to investigate the potential underlying arrangement of
a group of interrelated variables, without imposing any preconceived structure on the results
(Child, 1990). Through exploratory factor analysis (EFA), one can determine the number of
constructs and uncover the fundamental factor structure.
EFA serves as a technique for reducing variables, aiding in the identification of latent constructs
and the underlying factor structure. It posits the existence of an underlying construct, which is
not directly measured. It estimates the factors that influence responses to observable variables.
By utilizing EFA, one can describe and ascertain the number of latent constructs (factors)
involved. It takes into account unique factors and accounts for measurement errors caused by
unreliability.
Historically, EFA has been extensively employed to examine the potential underlying factor
structure of a set of measured variables, without imposing any preconceived structure on the
outcome (Child, 1990).
4.2.3. One-way Analysis of variance (ANOVA test)

The one-way analysis of variance (ANOVA) is a statistical technique used to examine variations
among multiple groups or treatments. To identify particular differences between pairs of
treatments, various methods such as multiple comparison procedures and orthogonal contrasts
are employed (One-Way Analysis of Variance).
ANOVA, short for analysis of variance, is a valuable method for examining how the average of a
variable is influenced by various factors and their combinations. One-way ANOVA, the most
basic form, builds upon the independent samples t-test and enables comparisons among multiple
groups or treatments. This technique proves useful in various scenarios, such as assessing the
impact of three distinct diets on overall serum cholesterol levels or exploring the relationship
between illness severity and infection occurrence (Bewick, V., Cheek, L. & Ball, J).
The technique of analysis of variance (ANOVA) provides a unified and comprehensive test to
determine if significant differences exist among groups or treatments as a whole (One-Way
Analysis of Variance (ANOVA). ANOVA helps us solve the problem of the Independent
Sample T-Test. It can perform the function of an Independent Sample T-test, so in order not to
have to use too many theories and methods, we choose to use One-way ANOVA for all cases of
qualitative variables instead of a T-test. The results of One-way ANOVA in the case of 2-valued
qualitative variables give completely similar results to the Independent Test.
4.2.4 Regression
Regression analysis is a statistical technique employed to investigate the connections between

species and the environment based on observations at various locations. It can be utilized to
examine species in terms of their abundance or presence. Unlike ordination and cluster analysis,
regression analysis necessitates the separate examination of data for each species. Within this
analysis, the abundance or presence of a species is regarded as the response variable, while
environmental variables serve as explanatory variables. The primary objective of regression
analysis is to characterize the response variable as a function of one or more explanatory
variables, which is referred to as the response function. Nevertheless, it is essential to note that
regression analysis does not establish causation. Rather, it aims to minimize errors and predict
the anticipated response (3 Regression).
In a wider perspective, regression analysis serves as a statistical instrument employed for

exploring connections between different variables. It aids in establishing cause-and-effect
relationships, such as understanding the influence of price increases on demand or the impact of
changes in money supply on inflation rates. Researchers collect data about the relevant variables
and employ regression to estimate the quantitative impact of causal variables on the influenced
variable. Furthermore, they evaluate the statistical significance of these estimated relationships to
gauge the level of confidence in their findings. Regression techniques have historically occupied
a central position in the realm of economic statistics, commonly referred to as econometrics (An
Introduction to Regression Analysis).
IV. Research Results and Analysis

https://www.phamlocblog.com/2019/05/thong-ke-mo-ta-tan-so-trong-spss.html
1. Frequency
1.1. Sort by nationality
Figure 2. Percentage of tourists participating in the survey classified by nationality

By the nationality of the 98 survey questionnaires, 97 were received from Vietnamese
tourists, equivalent to 100%.
1.2. Sort by age

Figure 2. Percentage of tourists participating in the survey classified by age
By the age of the 98 survey questionnaires, the research team received 54 questionnaires
from the group of tourists aged 18-24 corresponding to 55.1%, 21 questionnaires from the
group of tourists aged 25-30 corresponding to 21.4%, 16 questionnaires from Tourist group
aged 31-40 corresponds to 16.3% and 7 votes from tourist group aged 41-50 corresponds to
7.1%. This shows that younger people travel more to experience, and VinPearl Phu Quoc's
visitors are mainly young people.
1.3. Sort by gender
Figure 4. Percentage of tourists participating in the survey classified by gender

Out of 98 survey questionnaires, the research team received 63 questionnaires from the group
of female tourists corresponding to 64.3%, and 35 questionnaires from the group of male
tourists corresponding to 35.7%. This may show that women are more interested in
experiential travel than men.
1.4. Sort by frequency of travel/experience

Figure 5. Percentage of tourists participating in the survey classified by frequency of
travel/experience
Out of 98 survey questionnaires, the research team collected the following results: 22
questionnaires equivalent to 22.5% of people who rarely travel/experience, 47 questionnaires
equivalent to 47.9% of people who occasionally travel, 21 questionnaires equivalent to 21.4%
of people who usually travel. often go and 8 votes is equivalent to 8.1% of people who go
very often. This may show that tourists who only travel occasionally have the highest
tendency to choose VinPearl Phu Quoc as their destination, compared to those who travel
often or rarely.
2. Factor Analysis and Reliability test

Sample size: 97
Factor loading: 0.5
1.1. Factor Analysis (EFA)
KMO And Bartlett's Test of Independent Variable
Table 3. KMO and Bartlett’s Test for independent variables

From table 1, we see: 0.5 < KMO = 0.865 < 1, factor analysis is accepted with the data research
material. At the same time, Sig Bartlett's Test = 0.000 < 0.05, so factor analysis is an appropriate
fit.
Table 4. Rotated Component matrix for independent variables
In the Rotated Component Matrix table, we will see that the numbers will have to be greater than
0.5, if smaller, we will type and run again. If a variable has more than 1 variable in different
columns, we will take the difference if it is greater than 0.2, then it will retain, and if less than
will be eliminated.
=> Conclusion, after removing the unsuitable variables we get the following table:
Table 5. Rotated Component matrix for independent variables (after removing the unsuitable
variables)
KMO And Bartlett's Test of Dependent Variable (Customer Satisfaction)
Table 6. KMO and Bartlett’s Test for dependent variables

The KMO coefficient of Dependent Variables has a value of 0.730 and satisfies the condition 0.5
< 0.730 < 1; Bartlett test has sig.= 0.000 < 0.05 => confỉm the validity of data, continue to the
next step.
1.2. Reliability test

1.2.1. Novel Atmosphere
Table 7. Cronbach's Alpha test (NA)
Table 8. Item-Total Statistic (NA)
The Perceived Ease of Use scale will be encoded as follows: N1, N2, N3, N4, N5, N6. Table
analysis results show that Cronbach’s Alpha of PE scale is 0.860 which is higher than 0.6. In
addition, consider the Item-Total Statistics value of 6 items is all the values greater than 0.3.
Therefore, all items of the CS scale are accepted and will be analyzed in the next step; and no
items will be rejected.
1.2.2. Joyful Atmosphere
Table 9. Cronbach's Alpha test (JA)
Table 10. Item-Total Statistic (JA)

The Perceived Ease of Use scale will be encoded as follows: J1, J2, J3, J4, J5. Table analysis
results show that Cronbach’s Alpha of PE scale is 0.936 which is higher than 0.6. In addition,
consider the Item-Total Statistics value of 5 items is all the values greater than 0.3. Therefore, all
items of the CS scale are accepted and will be analyzed in the next step; and no items will be
rejected.
1.2.3. Artistic Atmosphere
Table 7. Cronbach's Alpha test (AA)
Table 8. Item-Total Statistic (AA)

The Perceived Ease of use scale will be encoded as follows: A1, A2, A3, A4. Table analysis
rejected.
1.2.4. Hedonic Atmosphere
Table 11. Cronbach's Alpha test (HA)
Table 12. Item-Total Statistic (HA)

The Perceived Ease of Use scale will be encoded as follows: H1, H2, H3, H4. Table analysis
rejected.
1.2.5. Distinctive Atmosphere

Table 13. Cronbach's Alpha test (DA)
Table 14. Item-Total Statistic (DA)

The Perceived Ease of Use scale will be encoded as follows: D1, D2, D3, D4. Table analysis
rejected.
3. Independent sample t-test, Annova

3.1. Age
Table 15. Descriptives statistic of age
The Descriptives table gives us descriptive parameters for each age group. The average value
is in 4 age groups: 18 - 24, 25 - 30, 31 - 40 and 41 - 50.
- S1:
+ The average value of the 18 - 24 group is in range 5.30 - 6.15 (agree)
+ The average value of the 25 - 30 group is in value range 4.44 - 5.29 (less agree)
+ The average value of the 31 - 40 group is in value range 5.30 - 6.15 (agree)
=> Tourists of all 4 ages are quite satisfied with their experience at Vinpearl Phu
Quoc.
- R1:
=> Tourists of all 4 ages are likely to revisit Vinpearl Phu Quoc.
- M1:
=> Tourists of all 4 ages feel satisfied with the money spent when experiencing
services at Vinpearl Phu Quoc.
Overall, tourists in the 25-30 age group have lower satisfaction than the other 3 age groups.
According to the results of the table..., with the significance level Sig of S1 = 0.996 > 0.05,
R1 = 0.583 > 0.05, M1 = 0.629 > 0.05 => the variance evaluated about age are not
statistically significantly different. Thus, the results of ANOVA analysis can be used.
Sig S1 test is equal to 0.359 > 0.05, sig R1 test is equal to 0.200 > 0.05, sig M1 test is equal
to 0.0860 > 0.05 meaning there is no average difference in S, R1, and M1 between different
gender groups. Thus, there is no difference in satisfaction, revisiting and satisfaction of
money they spent at Vinpearl Phu Quoc between people with different age groups.
3.2. Gender
Table 18. Descriptives statistic of gender
The Descriptives table gives us descriptive parameters for each gender group. The average
value is in two gender groups, male and female.
- S1:
+ The average value of the female group is in value range 5.30 - 6.15 (agree)
+ The average value of the male group is in value range 4.44 - 5.29 (less agree)
=> Tourists in both gender groups feel satisfied with their experience at Vinpearl Phu
Quoc.
- R1:
+ The average value of the female group is in value range 5.30 - 6.15 (agree).
+ The average value of the male group is in value range 4.44 - 5.29 (less agree).
=> Tourists in both gender groups are likely to revisit Vinpearl Phu Quoc.
- M1:
+ The average value of the female group is in value range 5.30 - 6.15 (agree).
+ The average value of the male group is in value range 4.44 - 5.29 (less agree).
=> Tourists in both gender groups feel satisfied with the money spent when
experiencing services at Vinpearl Phu Quoc.
According to the results of the table, with the significance level Sig of S1 = 0.765 > 0.05, R1
= 0.486 > 0.05, M1 = 0.045 < 0.05 => the variance evaluated about S1 and R1 groups are not
statistically significantly different, while the variance evaluated about M1 are significantly
different. Thus, the results of the ANOVA analysis of S1 and R1 can be used, while the
results of the ANOVA analysis of M1 can not be used.
to 0.394 > 0.05 meaning there is no average difference in S1, R1, and M1 between different
gender groups. Thus, there is no difference in satisfaction, revisiting, and satisfaction of
money they spent at Vinpearl Phu Quoc between people with different gender groups.
3.3. Nationality
Table 21. Descriptives statistic of nationality
The Descriptives table gives us descriptive parameters for each nationality group. The
average value is in two nationality option groups, Viet Nam and others.
- S1: The average value of the Viet Nam group is in the value range 5.30 - 6.15 (agree).
Meanwhile, the average value of the other nationalities group is in the value range
4.44 - 5.29 (less agree).
=> Tourists in both groups feel satisfied with their experience at Vinpearl Phu Quoc.
- R1: The average value of the Viet Nam group is in the value range 5.30 - 6.15 (agree).
Meanwhile, the average value of the other nationality group is in value range 2.72 -
3.57 (More or less disagree)
=> Tourists in the Viet Nam group are likely to revisit Vinpearl Phu Quoc, while
people of other nationalities are not.
- M1: the average value of the female group is in the value range 5.30 - 6.15 (agree).
Meanwhile, the average value of the male group is in the value range 4.44 - 5.29 (less
agree).
=> Tourists in both groups feel satisfied with the money spent when experiencing
services at Vinpearl Phu Quoc.
According to the results of the table..., with the significance level Sig of S1 = 0.904 > 0.05,
R1 = 0.465 > 0.05, M1 = 0.175 > 0.05 => the variance evaluated about S1, R1 and M1
groups are not statistically significantly different. Thus, the results of ANOVA analysis can
be used.
to 0.352 > 0.05, meaning there is no average difference in S1, R1 and M1 between different
travel frequency levels. Thus, there is no difference in satisfaction, revisiting, and satisfaction
of money they spent at Vinpearl Phu Quoc between people with different travel frequency
levels, but there is difference in satisfaction of money they spent at Vinpearl Phu Quoc.
3.4. Travel Frequency

Table 24. Descriptives statistic of travel frequency
The Descriptives table gives us descriptive parameters for each group according to how often
they travel.
- S1: The average value of

+ The rare group is in value range 5.30 - 6.15 (opinions less agree - based on the
distance value).
+ The value of the occasionally group is in value range 4.44 - 5.29 (less agree).
+ The frequently group is in value range 4.44 - 5.29 (less agree).
+ The very frequently group is in value range 5.30 - 6.15 (Agree).
=> Means that people in all groups feel satisfied with Vinpearl Phu Quoc.
- R1: The average value of
+ The rare group is in value range 5.30 - 6.15 (opinions less agree - based on the
distance value).
+ The value of the occasionally group is in value range 4.44 - 5.29 (less agree).
+ The frequently group is in value range 4.44 - 5.29 (less agree).
=> Means that people in all groups will revisit Vinpearl Phu Quoc.
- M1: The average value of
+ The rare group is in value range 5.30 - 6.15 (opinions less agree -
based on the distance value).
+ The value of the occasionally group is in value range 4.44 - 5.29 (less
agree).
+ The frequently group is in value range 5.30 - 6.15 (Agree).
=> Means that people in all groups feel satisfied with the money they spent
when experiencing the service at Vinpearl Phu Quoc.
According to the results of the table, with the significance level Sig of S1 = 0.789 > 0.05, R1
= 0.104 > 0.05, M1 = 0.033 < 0.05 => the variance evaluated about S1 and R1 groups are not
statistically significantly different, while the variance evaluated about M1 are significantly
different. Thus, the results of the ANOVA analysis of S1 and R1 can be used, while the
results of the ANOVA analysis of M1 can not be used.
The Sig S1 test is equal to 0.370 > 0.05, the sig R1 test is equal to 0.637 > 0.05, sig M1 test is
equal to 0.032 < 0.05, meaning there is no average difference in S1 and R1 between different
travel frequency levels, meanwhile, there is a difference in M1. Thus, there is no difference in
satisfaction and revisiting of Vinpearl Phu Quoc between people with different travel
frequency levels, but there is a difference in satisfaction of the money they spent at Vinpearl
Phu Quoc.
4. Multiple regression
The Model Summary table gives us R Square and Adjusted R Square results to evaluate the fit
of the model. The adjusted R-squared value of 0.510 shows that the independent variables
included in the regression analysis affect 51.0% of the variation in the dependent variable, the
remaining 49.0% is due to variables outside the model and random errors.
The results of this table also provide the Durbin–Watson value to evaluate the phenomenon
of first-order serial autocorrelation. DW value = 1.848, within the range of 1.5 to 2.5, so the
result does not violate the assumption of first-order serial autocorrelation (Yahua Qiao,
2011).
The ANOVA table gives us the F-test results to evaluate the appropriateness of the regression
model. The F-test sig value is 0.000 < 0.05, so the regression model is appropriate.
The Coefficients table gives us t-test results to evaluate the hypothesis of regression
coefficient significance, VIF index evaluates multicollinearity and regression coefficients.
- Variable N1 has a t-test sig value of 0.899 > 0.05

- Variable J1 has a t-test sig value of 0.651 > 0.05
- Variable A1 has a t-test sig value of 0.817 > 0.05
- Variable H1 has a t-test sig value of 0.89 > 0.05
- Variable D1 has a t-test sig value of 0.431 > 0.05
=> Therefore, these variables are not meaningful in the regression model, or in other words,
this variable has no impact on the dependent variable S1. The remaining variables, including
J4 and A3, all have t-test sig less than 0.05, so these variables are all statistically significant
and affect the dependent variable S1. The regression coefficients of these independent
variables all have positive signs, so the independent variables have a positive impact on the
dependent variable.
For the Histogram chart, if the mean value Mean is close to 0, the standard deviation Std. Dev
is close to 1, and the columns of residual values are distributed in a bell shape, we can
confirm that the distribution is approximately normal, assuming the normal distribution of
residuals is not violated. Specifically in the image above, Mean = 3.83E-16 = 3.83 * 10-16 =
0.000000000000000383 is close to 0, the standard deviation is 0.872, close to 1. Thus, it can
be said that the residual distribution is approximately normal, assuming distribution The
normal coordination of the residuals is not violated.
For the Normal P-P Plot chart, if the data points in the distribution of the residuals closely
follow the diagonal, the residuals are more normally distributed. If the data points are
distributed farther from the diagonal, the distribution is "less normal".
Specifically, with the above example, the residual data points are concentrated quite close to
the diagonal, so the residuals have an approximately normal distribution, assuming the
normal distribution of the residuals is not violated.
● R1:
The adjusted R-squared value of 0.524 shows that the independent variables included in the
regression analysis affect 52.4% of the variation in the dependent variable, the remaining
47.6% is due to variables outside the model and random errors.
DW value = 1.703, within the range of 1.5 to 2.5, so the result does not violate the
assumption of first-order serial autocorrelation.
The F-test sig value is 0.000 < 0.05 => the regression model is appropriate.

this variable has no impact on the dependent variable R1. The remaining variables including
D1, D2 and D4 all have t-test sig less than 0.05, so these variables are all statistically
significant and affect the dependent variable R1. The regression coefficients of these
independent variables all have positive signs, so the independent variables have a positive
impact on the dependent variable.
Mean = -7.58E-17 = -7.58 * 10-17 = -0.000000000000000075 is close to 0, the standard

deviation is 0.872, close to 1. Thus, it can be said that the residual distribution is
approximately normal, assuming a normal distribution of The remainder is not violated.
Specifically, with the above example, the residual data points are concentrated quite close to
the diagonal, so the residuals have an approximately normal distribution, assuming the
normal distribution of the residuals is not violated.
Specifically with the sample data set, the standardized residuals are distributed and
concentrated around the 0-intercept line, so the linear relationship assumption is not violated.
The adjusted R-squared value of 0.585 shows that the independent variables included in the
regression analysis affect 58.5% of the variation in the dependent variable, the remaining
41.5% is due to variables outside the model and random errors.
DW value = 2.228, within the range of 1.5 to 2.5, so the result does not violate the
assumption of first-order serial autocorrelation.
The F-test sig value is 0.000 < 0.05 => the regression model is appropriate.
In the example above, the Coefficients table gives us the t-test results to evaluate the
hypothesis of regression coefficient significance, the VIF index evaluates multicollinearity,
and the regression coefficients.

this variable has no impact on the dependent variable M1. The remaining variables, including
J4, A2, H3 and H4, all have t-test sig less than 0.05, so these variables are all statistically
significant and affect the dependent variable M1. The regression coefficients of these
independent variables all have positive signs, so the independent variables have a positive
impact on the dependent variable.
In the image above, Mean = 2.74E-16 = 2.74 * 10-16 = 0.00000... is close to 0, the standard
deviation is 0.872, close to 1. Thus, it can be said that the residual distribution is
approximately normal, and the assumption of normal distribution of residuals is not violated.
Specifically, with the above example, the residual data points are concentrated quite
close to the diagonal, so the residuals have an approximately normal distribution,
assuming the normal distribution of the residuals is not violated.
Specifically with the sample data set, the standardized residuals are distributed and
concentrated around the 0-intercept line, so the linear relationship assumption is not
violated.
V. Conclusion and Recommendation

1. Recommendation
Customers are always the target audience of every business, the deciding factor in the success or
failure of a business in production, business, and service provision activities. Customer needs are
mainly formed by factors: income, motivation to travel, age, education level... Each customer
group has different needs, creating different segments. different market segments. However, the
motivation factor to travel is still the more dominant factor. The customers that Vinpearl Phu
Quoc Resort targets are divided into many groups with many different factors such as
vacationers, explorers, etc. Vinpearl also targets customers with high incomes and people who
want to enjoy a different life away from the center, people who like outdoor sports activities such
as golf, or enjoy and relax life with family, groups of friends, and relatives.
According to research results, based on variables such as age, gender, and frequency of travel,
the majority of tourist reviews are positive responses about the experience at Vinpearl Phu Quoc.
Among the 4 age groups, people aged 25-30 have much lower satisfaction than the other 3 age
groups (21.4%). From the beginning, Vinpearl has always targeted the high-end customer
segment mainly those with average to high incomes, so services at Vinpearl Land are quite
expensive. Therefore, to attract more customers from the lower segment, Vinpearl should have
discount strategies or cheap packages. Vinpearl should not only apply this strategy to resort
services but also apply it to the entertainment field with each independent amusement park
(combo of entertainment tickets and food).
Besides, data in the report shows that the number of female tourists have more travel experiences
than male tourists. To attract more male tourists, Vinpearl should have more games that men
like. For example, games that bring the thrill of speed like Go Kart; Climbing helps improve
health and practice reflex skills; Archery - a game that requires high concentration and precision.
Customers, regardless of gender, are extremely important to the development of Vinpearl Phu
Quoc.
According to the report, the number of foreign tourists coming to Vinpearl is not too prominent
but mostly domestic tourists. Vinpearl Phu Quoc should organize events throughout the year to
attract interest from foreign tourists traveling to Vietnam. We can mention inviting famous
international singers and DJs to Vinpearl Phu Quoc to perform, from which foreign tourists will
know about Vinpearl Phu Quoc in particular and Vietnam in general.
However, this report also highlights certain challenges that Vinpearl Land faces. New
amusement parks such as Sunworld Hon Thom, Aquatopia Hon Thom Water Park, and Grand
World Phu Quoc pose potential concerns about the dominance of entertainment tourist areas that
Vinpearl Land has always held. Competitors' worries about experiencing a creative atmosphere
when many new amusement parks appear in Phu Quoc make Vinpearl Land's number of tourists
unstable.
2. Conclusion
Overall, the assessments of Vinpearl Phu Quoc through this study show that there is still a clear
positive. Vinpearl has long been famous in Vietnam and Vinpearl Phu Quoc is proud to be one
of the places that can bring relaxation and entertainment that not all amusement parks can do.
In terms of research, this study uses a survey form to ask questions about the creative atmosphere
experiences that Vinpearl Phu Quoc has brought to visitors. It is based on a comprehensive
research model of choice trends and reality. Due to time constraints and visitor accessibility, the
study chose a sample size of approximately 97 users to explore, the majority of whom were
between the ages of 18 and 24 (55.1%).
REFERENCES - chiếm 5% số điểm

- Harvard system of referencing
- At least 15 academic journal articles with high relevance.
1. Murray J. Fisher RN, PhD, & Andrea P. Marshall RN, PhD. (n.d.). Understanding
descriptive statistics. ScienceDirect.
https://www.sciencedirect.com/science/article/abs/pii/S1036731408001732#preview-s
ection-references
2. K. L. Andereck. (2022, 5 19). Inferential analysis of data. Cabi Digital Library.
https://www.cabidigitallibrary.org/doi/abs/10.1079/9781845938918.0213
3. Wada, M. (2002, February 1). Questions and answers about language testing statistics:
The Cronbach alpha reliability estimate. Statistics Corner: Questions and Answers about
Language Testing Statistics. Retrieved June 14, 2023, from
https://hosted.jalt.org/test/bro_13.htm
4. (2023, May 9). YouTube. Retrieved June 14, 2023, from
https://www.jstor.org/stable/3100253
5. (2023, May 9). YouTube. Retrieved June 14, 2023, from
https://books.google.com.vn/books?
hl=vi&lr=&id=cWhgEAAAQBAJ&oi=fnd&pg=PA51&dq=Independent+sample+T-
test&ots=5ce4JeaonP&sig=jXKdqBzClIoum6XFqDe2mNEcvps&redir_esc=y#v=onepag
e&q=Independent%20sample%20T-test&f=false
6. One-Way Analysis of Variance. (2023, May 9). Retrieved June 14, 2023, from
https://www.proquest.com/openview/e3e316611d60e2d2ed0c5c1e8f3a8bb2/1?pq-orig
site=gscholar&cbl=29232
7. One-Way Analysis of Variance (ANOVA). (2023, May 9). SpringerLink. Retrieved June
14, 2023, from https://link.springer.com/chapter/10.1007/978-1-4614-3725-3_8
8. 200-31: Exploratory or Confirmatory Factor Analysis? (n.d.). SAS Support. Retrieved
June 14, 2023, from https://citeseerx.ist.psu.edu/document?
repid=rep1&type=pdf&doi=915520bdfde1423b 0b73f7ed560c68e81678cda6
9. Ross, A., Willson, V.L. (2017). Independent Samples T-Test. In: Basic and Advanced
Statistical Tests. SensePublishers, Rotterdam.https://doi.org/10.1007/978-94-6351-086-
8_3
10. Bewick, V., Cheek, L. & Ball, J. Statistics review 9: One-way analysis of variance. Crit
Care 8, 130 (2004). https://doi.org/10.1186/cc2836
11. 3 Regression. (n.d.). WUR eDepot. Retrieved June 7, 2023, from
https://library.wur.nl/WebQuery/wurpubs/fulltext/249377
12. An Introduction to Regression Analysis. (n.d.). Chicago Unbound. Retrieved June 7,
2023, from https://chicagounbound.uchicago.edu/cgi/viewcontent.cgi?
article=1050&context=law and_economics
13. Official Web, V. (2024). Phú Quốc United Center đón năm mới rực rỡ trọn vẹn.
[online] vinpearl.com. Available at: https://vinpearl.com/vi/phu-quoc-united-center-
don-nam-moi-ruc-ro-tron-ven.
14. Hiếu, P. (2023). Ngành du lịch phục hồi mạnh mẽ và đón đầu xu hướng tăng trưởng
mới. [online] kinhtevadubao.vn. Available at: https://kinhtevadubao.vn/nganh-du-lich-
phuc-hoi-manh-me-va-don-dau-xu-huong-tang-truong-moi-27828.html.
15. Trang, A. (2023). Tìm cách phát triển du lịch nhanh, bền vững từ ‘câu chuyện’ Phú
Quốc. [online] nhandan.vn. Available at: https://nhandan.vn/tim-cach-phat-trien-du-
lich-nhanh-ben-vung-tu-cau-chuyen-phu-quoc-post783601.html.
CONTRIBUTION TABLE
Name Student ID Task Assigned Contribution Comment by the leader
Vũ Lê Thảo 20070279 - Abstract 100% Great work, great

Nguyên - Introduction attitude, very active in
- Conclusion and Recommendation promoting group work
progress and contributing
- Design Report
to discussions on other
- Survey members’ work
Đỗ Thu Phương 20070772 - Literature Review 100% Great work, great

- SPSS Statistics attitude, very active in
- Research Results and Analyses promoting group work
- Survey
members’ work
Lê Trâm Anh 20070050 - Research Design and Methodology 100% Great work, great
- SPSS Statistic attitude, very active in
- Design Report promoting group work
- Survey
members’ work
* Participate in doing
SPSS statistics, which is
not her task at first
Lã Hoàng Phương 20070116 - SPSS Statistics 100% Great work, great

Châu - Research Results and Analyses attitude, very active in
- Survey promoting group work
Name Student ID Task Assigned Contribution Comment by the leader
members' work
Bài tham khảo:

1. https://drive.google.com/file/d/12ccopy2yBUKJpYH2j5UraidSquY0wMKM/view?
usp=sharing
2. https://drive.google.com/file/d/1ccB47duW4r8HU0PIH7bDzpAm3fkNd8kM/view?
usp=sharing
3. Group-1-_-BSA3012.pdf
4. 3.-Báo-cáo-nghiên-cứu.pdf

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ABSTRACT

Market Size and Growth

2. Main topic definition and framework

Results and Analysis:

II. Literature Review

1.2. The Contexts of Cultural and Creative Industries and Tourism

1.3. The theoretical framework of creative tourism

III. Research Design and Methodology

Satisfaction level Strongly Disagree More or less

Table 1. Likert scale of Agreement extent

No. Variable Coding Question

1 Novel atmosphere N1 Do you feel the newfangled atmosphere here?

2 N2 Do you feel the cool atmosphere here?

3 N3 Do you feel the fresh atmosphere here?

4 N4 Do you feel the special atmosphere here?

5 N5 Do you feel the fashionable atmosphere here?

1 Joyful atmosphere J1 Do you feel the inspiring atmosphere here?

2 J2 Do you feel the exhilarating atmosphere here

3 J3 Do you feel the delightful atmosphere here?

5 J5 Do you feel the exciting atmosphere here?

5 J5 Do you feel the exciting atmosphere here?

1 Artistic Atmosphere A1 Do you feel the warm atmosphere here?

2 A2 Do you feel the simple atmosphere here?

3 A3 Do you feel the romantic atmosphere here?

1 Hedonic AtmosphereH1 Do you feel the happy atmosphere here?

2 H2 Do you feel the satisfying atmosphere here?

3 H3 Do you feel the pleasurable atmosphere here?

4 H4 Do you feel the enjoyable atmosphere here?

1 Distinctive D1 Do you feel the unique atmosphere here?

2 D2 Do you feel the different atmosphere here?

3 D3 Do you feel the extraordinary atmosphere here?

Table 2. Encoded terms for data testing

Descriptive statistics encompass a range of numerical procedures and graphical techniques

4.2 Inferential Analysis

4.2.1 Cronbach’s Alpha

4.2.2 Exploratory Factor Analysis (EFA)

Exploratory Factor Analysis (EFA) can be characterized as a systematic process of simplifying

Factor analysis is a systematic process of simplifying interconnected measures in an orderly

4.2.3. One-way Analysis of variance (ANOVA test)

Regression analysis is a statistical technique employed to investigate the connections between

In a wider perspective, regression analysis serves as a statistical instrument employed for

IV. Research Results and Analysis

Figure 2. Percentage of tourists participating in the survey classified by nationality

1.2. Sort by age

1.3. Sort by gender

Figure 4. Percentage of tourists participating in the survey classified by gender

1.4. Sort by frequency of travel/experience

2. Factor Analysis and Reliability test

Table 3. KMO and Bartlett’s Test for independent variables

Table 6. KMO and Bartlett’s Test for dependent variables

1.2. Reliability test

Table 8. Item-Total Statistic (NA)

1.2.2. Joyful Atmosphere

Table 9. Cronbach's Alpha test (JA)

Table 10. Item-Total Statistic (JA)

Table 7. Cronbach's Alpha test (AA)

Table 8. Item-Total Statistic (AA)

1.2.4. Hedonic Atmosphere

Table 11. Cronbach's Alpha test (HA)

Table 12. Item-Total Statistic (HA)

1.2.5. Distinctive Atmosphere

Table 14. Item-Total Statistic (DA)

3. Independent sample t-test, Annova

Table 15. Descriptives statistic of age