TTLV: Research on factors affecting the quality of accommodation services in hotels in Tam Dao, Vinh Phuc.

INFORMATION ABOUT THE MASTER'S THESIS

1. Student's full name: Ta Thi Oanh

2. Gender: Female

3. Date of birth: September 25, 1992

4. Place of birth: Thai Nguyen

5. Decision to recognize student numberDecision No. 5626/QD-XHNV dated December 29, 2023By the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.

6. Changes in the training process: None

7. Thesis title: Research on factors affecting the quality of accommodation services in hotels in Tam Dao, Vinh Phuc.

8. Major: Tourism; Code: 8810101.01

9. Scientific Advisor: Dr. Nguyen Ngoc Dung, Faculty of Tourism Studies, University of Social Sciences and Humanities, Vietnam National University, Hanoi

10. Summary of the thesis results:

The thesis "Research on Factors Affecting the Quality of Accommodation Services in Hotels in Tam Dao, Vinh Phuc" systematized the theoretical basis of accommodation service quality in the hotel business, based on foundational models such as SERVQUAL and SERVPERF. Based on this, the author identified five constituent elements of service quality: tangible facilities, reliability, responsiveness, assurance, and empathy, while clarifying the relationship between service quality and customer satisfaction and loyalty. Inheriting and applying this theoretical framework helped the thesis build a research model suitable for the specific characteristics of Tam Dao – a rapidly developing mountainous tourist destination but one that still faces many challenges regarding accommodation quality.

Based on quantitative analysis, the results of multiple linear regression show that all five factors in the model have a positive and statistically significant impact on the quality of accommodation services. This confirms that the quality of service at hotels in Tam Dao depends primarily on the reliable service delivery capacity, the quality of facilities, and the service level of the staff. Simultaneously, the ANOVA test revealed differences in evaluation among customer groups: domestic tourists tend to prioritize price, amenities, and safety; while international and younger tourists value experience, dedication, and service style.

Based on these results, the thesis proposes five management implications to improve the quality of accommodation services in Tam Dao. Firstly, standardize service processes and enhance service reliability, ensuring consistency between commitments and actual experiences. Secondly, invest in upgrading facilities, room spaces, and applying digital technology in management, booking, and customer feedback. Thirdly, train and develop a professional staff, improving communication skills, problem-solving abilities, and behavioral culture. Fourthly, focus on safety and hygiene, ensuring the protection of personal information and customer trust. Fifthly, enhance personalization in services, creating empathy, connection, and a positive experience for tourists.

The research results contribute to providing scientific and empirical arguments for evaluating, managing, and planning policies to improve the quality of accommodation services at mountainous tourist destinations such as Tam Dao. The thesis not only supplements the theoretical basis for the field of hotel management but also helps local businesses orient their service development strategies towards professionalism, sustainability, and alignment with modern tourism trends.

 11. Practical applications:

The research findings of this thesis have high practical applicability in the development of tourism and accommodation service management in Tam Dao. Firstly, the survey data and quantitative analysis presented in this thesis provide a reliable scientific basis for local authorities, tourism management agencies, and hotel businesses to assess the current state of accommodation service quality, clearly identifying strengths, weaknesses, and their causes. This information helps guide investment strategies, planning, and upgrading of accommodation facilities in line with modern tourism trends, better meeting the increasingly diverse needs of tourists.

Secondly, the management solutions proposed in this thesis can be directly applied to hotel management and operation. Specifically, hotels in Tam Dao can apply the implications of standardizing service processes, training staff, improving facilities, and enhancing the application of technology in booking, customer feedback, and service experience management. These measures help businesses not only improve service quality but also build a more professional, trustworthy, and friendly image in the eyes of tourists.

Furthermore, the research findings serve as a valuable reference for tourism and hospitality training institutions in developing curricula on service quality management and customer behavior. The thesis can also support travel agencies, media outlets, and tourism promotion organizations in developing unique accommodation products tailored to the local climate and culture. Therefore, the topic not only possesses academic value but also has profound practical significance, contributing to the development of Tam Dao's tourism industry in a professional, sustainable manner, in line with the demands of the digital transformation era.

12. Future research directions:

Based on the results obtained, the thesis also opens up several directions for further research to improve and expand the issue of accommodation service quality in the hotel sector. Firstly, future studies could expand the scope of the survey to other hotel segments in Tam Dao, such as 1-2 star hotels, homestays, villas, or community accommodation facilities, in order to compare the differences in customer perceptions between different types of services. This will help to more comprehensively assess the quality of accommodation services in the locality and support the planning of synchronized development policies across these segments.

Secondly, it is necessary to consider expanding the research to other tourist destinations in Vinh Phuc province or the northern mountainous region, such as Dai Lai, Tay Thien, or Mau Son, to compare and find service quality management models suitable to the specific climate, culture, and consumer behavior of each region. This research direction will help form a broader theoretical framework, which can serve as a basis for provincial or ministerial-level projects in the field of tourism management.

Third, subsequent studies could focus more deeply on the relationship between service quality, satisfaction, loyalty, and customer intention to return, by integrating models such as SERVPERF, Perceived Value, Customer Loyalty, or SEM (Structural Equation Modeling). This approach not only tests for linear relationships but also assesses indirect and mediating effects between variables, making the analytical model more comprehensive.

Fourth, in the context of digital transformation and smart tourism trends, further research could focus on the impact of technology on the quality of accommodation services, such as the application of artificial intelligence in customer care, automation of service processes, or the influence of online reviews and social media on the perception of service quality. This is a new research direction with high practical value, helping accommodation businesses adapt flexibly to the market and enhance their competitiveness.

Finally, future research could also delve into aspects of human resource management in hotels, such as employee engagement, internal service culture, or the impact of training on service delivery efficiency. These studies will contribute to a more complete picture of factors influencing the quality of accommodation services, while supporting the local tourism industry in building a sustainable development model that is people-centered and quality-based.

13. The published works related to the thesis: None

MASTER'S THESIS INFORMATION

1. Full name of student: Ta Thi Oanh

2. Gender: Female

3. Date of birth: September 25, 1992

4. Place of birth: Thai Nguyen

5. Decision on admission: No. 5626/QD-XHNV dated December 29, 2023, issued by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.

6. Changes during the study process: (if any)

7. Title of the thesis: A Study on Factors Affecting the Quality of Accommodation Services in Hotels in Tam Dao, Vinh Phuc Province

8. Major: Tourism – Code: 8810101.01

9. Academic supervisor: Dr. Nguyen Ngoc Dung, Faculty of Tourism Studies, University of Social Sciences and Humanities, Vietnam National University, Hanoi.

 10. Summary of the thesis results:

The master's thesis titled “A Study on Factors Affecting the Quality of Accommodation Services in Hotels in Tam Dao, Vinh Phuc Province” systematizes theoretical foundations of accommodation service quality in hotel business, based on established models such as SERVQUAL and SERVPERF. , the author identifies five key factors constituting service quality: tangibles, reliability, responsiveness, assurance, and empathy, while clarifying the relationship between service quality, customer satisfaction, and loyalty. By inheriting and applying this theoretical framework, the thesis develops a research model suitable for the specific characteristics of Tam Dao – a rapidly developing mountain resort destination that still faces challenges regarding service quality.

Based on quantitative analysis, multiple linear regression results show that all five factors in the model have positive and significant effects on accommodation service quality. This result confirms that service quality in Tam Dao hotels mainly depends on reliable service delivery, facility quality, and staff competence. ANOVA tests also indicate differences among customer groups: domestic tourists tend to emphasize price, convenience, and safety, while international and younger tourists value experience, attentiveness, and service style.

From these findings, the thesis proposes five managerial implications to improve accommodation service quality in Tam Dao: (1) standardize service procedures and strengthen reliability to ensure consistency between commitment and experience; (2) invest in upgrading facilities, room space, and digital technology applications in hotel management and customer feedback systems; (3) train and develop a professional workforce with strong communication, problem-solving, and service culture skills; (4) prioritize safety, hygiene, data protection, and customer trust; and (5) enhance service personalization to build empathy, connection, and positive guest experiences. The study provides scientific and empirical evidence to support the evaluation, management, and policy-making processes aimed at improving accommodation service quality in mountainous tourist destinations like Tam Dao. It not only contributes to the theoretical foundation of hospitality management but also helps local businesses shape professional and sustainable service development strategies aligned with modern tourism trends.

11. Practical implications:

The findings of this thesis have strong practical applicability in the development of tourism and accommodation management in Tam Dao. Firstly, the survey data and quantitative analysis provide a reliable scientific basis for local authorities, tourism management agencies, and hotel businesses to assess the current quality of accommodation services, identify strengths and weaknesses, and determine underlying causes. These insights guide investment strategies, planning, and infrastructure upgrades aligned with modern tourism trends to better meet the increasingly diverse needs of travelers.

Secondly, the management solutions proposed in the thesis can be directly applied to hotel operations. Hotels in Tam Dao can adopt implications regarding service standardization, staff training, facility enhancement, and the adoption of digital technology in booking, customer feedback, and experience management. These applications help businesses not only improve service quality but also build a more professional, trusted, and customer-friendly image in the eyes of visitors.

Furthermore, the study serves as a valuable reference for hospitality education and training institutions in developing curricula on service quality management and customer behavior. It can also support travel agencies, media organizations, and tourism promotion entities in creating distinctive accommodation products associated with Tam Dao's climatic and cultural characteristics. Thus, the thesis holds both academic and practical significance, contributing to the professional and sustainable development of Tam Dao's tourism sector in the era of digital transformation.

12. Further research directions:

Building on the achieved results, this thesis opens several directions for future research on accommodation service quality in the hospitality sector. Firstly, future studies could expand the research scope to include other accommodation types in Tam Dao—such as 1–2-star hotels, homestays, villas, or community lodgings—to compare customer perceptions across different service segments, providing a more comprehensive understanding of local service quality and guiding coordinated policy development.

Secondly, research could be extended to other destinations within Vinh Phuc Province or the northern mountainous region—such as Dai Lai, Tay Thien, or Mau Son—to compare and identify effective service quality management models tailored to specific climatic, cultural, and behavioral conditions. This would help establish a broader theoretical and practical framework applicable to provincial or ministerial-level tourism management projects.

Thirdly, future studies could focus on exploring the relationships among service quality, satisfaction, loyalty, and revisit intention by integrating models such as SERVPERF, Perceived Value, Customer Loyalty, or Structural Equation Modeling (SEM). This approach allows not only verification of linear relationships but also assessment of indirect and mediating effects, leading to a more comprehensive analytical model.

Fourthly, given the rise of digital transformation and smart tourism, future research could examine the impact of technology on accommodation service quality—such as the use of artificial intelligence in customer service, automation in operations, or the influence of online reviews and social media on perceived service quality. This represents an emerging and practically relevant direction that could help accommodation businesses adapt flexibly to the market and enhance competitiveness.

Finally, further research could focus on human resource management in hotels, including employee engagement, internal service culture, and the impact of training on service efficiency. These studies would enrich the understanding of factors involving accommodation service quality and support the development of sustainable tourism models that place people at the center, with service quality as the core foundation.

13. Related published works associated with this thesis: None