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The paper defines and measures key factors affecting Homestay tourist loyalty in Ben Tre using qualitative and quantitative methods, in which the qualitative research is carried out through focus group discussions with 10 tourists and the other through direct interviews with 294 tourists in Ben Tre Province, Vietnam. The results show that: (i) tourist loyalty is affected by tourist satisfaction, Homestay service quality, cultural contact, tourist satisfaction, and local food; and (ii) tourist satisfaction is affected by Homestay service quality, cultural contact, and local food. However, the research has certain limitations, namely small sample size of 294 tourists and convenient sampling technique through direct interviews with respondents who are using Homestay service in Ben Tre.

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Issue: Vol 2 No 3 (2018)
Page No.: 5-18
Published: Jan 20, 2019
Section: Research article

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Copyright: The Authors. This is an open access article distributed under the terms of the Creative Commons Attribution License CC-BY 4.0., which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

 How to Cite
Si, N. V., & Bang, N. V. (2019). Factors affecting customer satisfaction and loyalty: A case study in Ben Tre. Science & Technology Development Journal: Economics- Law & Management, 2(3), 5-18.

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