Date Received: 09-05-2012 / Date Accepted: 12-06-2012
Sam Son beach in Thanh Hoa province is one of the most beautiful beaches in Vietnam attracting millions of tourists each year. However, the beach is facing several problems such as the average number of days that tourists spent at the beach is decreasing, service quality is not good, etc. A questionnaire of 57 evaluation criteria using Likert scale is used to interview 83 tourists to measure tourists' satisfaction in five main groups of services at Sam Son beach and propose some measures to improve the tourists' satisfaction. Analysis results show that quality of the main groups of services at Sam Son beach is acceptable. Only 27.69% of the inteviewed tourists satisfied with services at the beach with the average satisfaction index of 3.05. The beach did not really satisfy high-income tourists. The availability of the current services is only sufficient to meet the needs of low income tourists and local customers. It is necessary to take measures to improve the tourists' satisfaction such as promoting investment in infrastructure and facilities for tourism development, timely correcting defects in service delivery, enhancing professional qualifications for service staff, etc.
