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

MASTER'S THESIS INFORMATION

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 number5626/QD-XHNV dated December 29, 2023of the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.

6. Changes in training process: No

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

8. Major: Tourism; Code: 8810101.01

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

10. Summary of thesis results:

The thesis “Research on factors affecting the quality of accommodation services in hotels in Tam Dao, Vinh Phuc” has systematized the theoretical basis of accommodation service quality in the hotel business, based on fundamental models such as SERVQUAL and SERVPERF. On that basis, the author identified five factors that constitute service quality including: tangible means, reliability, responsiveness, assurance and empathy, and clarified the relationship between service quality and customer satisfaction and loyalty. Inheriting and applying this theoretical framework has helped the thesis build a research model suitable for the characteristics of Tam Dao - a rapidly developing mountainous tourist destination but still facing many challenges in terms of 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 result confirms that the quality of service at hotels in Tam Dao depends mainly on the ability to provide reliable services, the quality of facilities and the level of service of the staff. At the same time, ANOVA testing shows that there are differences in evaluation between customer groups: domestic guests often focus on price, convenience and safety; while international and young guests appreciate the factors of experience, dedication and service style.

From these results, the thesis has proposed five groups of management implications to improve the quality of accommodation services in Tam Dao. First, standardize service processes and increase service reliability, ensuring consistency between commitments and actual experiences. Second, invest in upgrading facilities, room space and applying digital technology in management, booking, and customer feedback. Third, train and develop a team of professional staff, improve communication skills, handle situations and behavioral culture. Fourth, focus on safety, hygiene, ensure personal information and customer trust. Fifth, increase personalization in services, create empathy, connection and positive experiences for tourists.

The research results contribute to providing scientific and empirical arguments for the assessment, management and policy making 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 in a professional, sustainable and suitable direction for modern tourism trends.

 11. Practical application:

The research results of the thesis have high applicability in the practice of tourism development and accommodation service management in Tam Dao. First of all, the survey data system and quantitative analysis of the thesis provide a reliable scientific basis for local authorities, tourism management agencies and hotel businesses in assessing the current status of accommodation service quality, clearly identifying strengths, limitations and their causes. This information helps to orient investment strategies, planning and upgrading accommodation facilities in line with modern tourism trends, better meeting the increasingly diverse needs of tourists.

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

In addition, the research results are also a useful reference source for tourism and hotel training institutions in developing training programs on service quality management and customer behavior. The thesis can also support travel businesses, media units and tourism promotion organizations in developing specific accommodation products, associated with local climate and culture. Therefore, the topic not only has academic value but also has profound practical significance, contributing to supporting the development of Tam Dao tourism industry in a professional, sustainable direction and in accordance with the requirements of the digital transformation period.

12. Further research directions:

From the results achieved, the thesis also opens up a number of further research directions to improve and expand the issue of accommodation service quality in the hotel sector. Firstly, future studies can 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, to compare the differences in customer perceptions between service types. This will help to assess more comprehensively the quality of local accommodation services and support policy planning for synchronous development between segments.

Second, 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 climate, culture and consumer behavior of each region. This research direction will help form a broader theoretical framework for application, which can serve as a basis for provincial or ministerial level topics in the field of tourism management.

Third, future studies can focus more deeply on the relationship between service quality, satisfaction, loyalty and customer repurchase intention, through the integration of models such as SERVPERF, Perceived Value, Customer Loyalty or SEM (Structural Equation Modeling). This approach not only tests the linear relationship but also evaluates the 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 can focus on the impact of technology on the quality of accommodation services, such as the application of artificial intelligence in customer care, service process automation, or the impact of online reviews and social networks on service quality perception. This is a new research direction with high practical value, helping accommodation businesses adapt flexibly to the market and improve 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 would contribute to a more complete picture of the factors affecting the quality of accommodation services, and at the same time support the local tourism industry in building a sustainable development model, with people at the center and quality as the core foundation.

13. 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