The purpose of this paper is to measure the effects of homestay service quality, tourist satisfaction,and cultural contact on tourist loyalty: a case of homestay tourism in Ben Tre (Southern Vietnam). This study has used qualitative and quantitative researches: (i) qualitative research was carried out through focus group discussions with 10 tourists, and (ii) quantitative research was conducted through direct interviews with 294 tourists in Ben Tre Province (Southern Vietnam). The results show that: (i) tourist loyalty is affected by 04 components of homestay service quality (reliability, responsiveness, assurance, and tangibles), tourist satisfaction; and (ii) tourist satisfaction is affected by 05 components of homestay service quality (reliability, responsiveness, assurance, tangibles, and empathy), and cultural contact. However, the research subject has certain limitations: (i) due to limited resources in conducting research, the sample size consisted of 294 tourists, (ii) This study conducted the sampling technique of using direct interview methods from respondents using homestay services in Ben Tre Province, Vietnam.
African Journal of Hospitality, Tourism and Leisure