A Comparative Analysis of Tourism Satisfaction and Expectations of Cave Tourism in Vietnam: Insights From Big Data and Focus Groups

ABSTRACT

Cave tourism in Vietnam is a rapidly growing sector, yet the gap between pre‐visit expectations and post‐visit satisfaction remains under‐researched. This study employs a dual‐method exploratory approach, integrating purposive focus group discussions (Expectations) with big data analytics from Google Maps reviews (Satisfaction). The findings reveal a significant alignment‐disjunction dynamic: while tourists experience high satisfaction and strong alignment regarding natural beauty and adventure, a notable disjunction exists in cost transparency and destination management. This disjunction is further exacerbated by expectation inflation driven by digital media imagery. Conceptually, this research extends the Expectancy–Disconfirmation Theory (EDT) and SERVQUAL framework by mapping these psychological gaps. Practically, it provides a strategic framework for destination managers to synchronize promotional narratives with operational realities, ensuring sustainable management in emerging nature‐based destinations.