The Vietnamese tourists’ satisfaction with the quality of spiritual tourist services in Bac Lieu destination

This study focuses on analyzing and evaluating the factors affecting the satisfaction of Vietnamese tourists with the quality of spiritual tourist services in Bac Lieu destination. The research model is built based on the theory of spiritual tourism motivation (Norman, 2011) and the SERVPERF scale. Data were collected by surveying 264 visitors at 05 famous spiritual tourist destinations of Bac Lieu: Quan Am Phat Dai, Giac Hoa Pagoda, Xiem Can Pagoda, Hung Thien Pagoda, and Tac Say Church. The current study employed research methods such as descriptive statistics, Exploratory Factor Analysis (EFA), and multiple linear regression. The research results show that the factors influence tourists’ satisfaction with the spiritual tourism destination in Bac Lieu Province, are: Cultural resources of spiritual tourism; Human resources for spiritual service; The sacred; Security, order, and safety; Prices of spiritual services; Spiritual infrastructure. Through the research results, the theoretical implications and directions for further research are proposed and discussed.