Research on the Impact of Locality - Marketing Variables on the Satisfaction of Tourists to Ninh Binh Province

Marketing a locality in tourism development aims to build the image of a local tourist destination in the minds of tourists. This study clarifies the impact of locality-marketing variables including: local tourism products; prices of local tourism services; local location and accessibility; promotion activities of local tourism; the role of local government in tourism development; tourism business community; the participation of local communities in tourism on the satisfaction of domestic tourists to Ninh Binh province. Due to the impact of the COVID-19 epidemic, primary data are collected from a survey of 225 domestic tourists who have visited Ninh Binh recently. On the basis of research results, the article also provides discussions and some recommendations with Ninh Binh province on locality-marketing activities of the province to develop tourism in the coming time.