factors affecting tourists’ decision making to ba ria – vung tau major management of business administration

tourism enterprises to captures the consumer trend to promote tourism and meet the needs and tastes of tourists.With all the aforementioned reasons, the author would like to choose the t

MINISTRY OF EDUCATION & TRAINING UNIVERSITY OF ECONOMICS HO CHI MINH CITY

FACTORS AFFECTING TOURISTS’ DECISION

MAKING TO BA RIA – VUNG TAU

Major: Management of Business Administration

Subject: Marketing Management

Lecturer: Ph.D Nguyen Viet Bang

Students: Nguyen Lam Thuong - 202207032

Nguyen Van Tung

Vung Tau city – December 2021

TABLE OF CONTEN

5 Literature review of tourists’ decision making and tourism 3

5.1.1 Definition of tourism and tourist 3

5.2 Literature of decision-making and research model of tourists’

5.2.1 Definition of tourists’ decision-making 7

5.2.2 Previous research model of tourist’s decision-making 8

6 Research model and research hypotheses 25

1 The reason for choosing this topic

Vietnam is joining the trend of globalization nowadays As a result our economy isthriving in recent years, which raises the Vietnamese’s living standard People nowadaysare now demanding for both physical and mental needs As a matter of fact, tourism isbecoming an important industry in Vietnam to response to both domestic and foreigntourist as the number of tourist come to Vietnam in recent years is rising continuously Inrecent years, our tourism industry has developed rapidly and little by little asserted ourposition as an ideal destination for many tourists Vietnam is considered on of the mostrapid growing tourism destination in Southest Asia

In December 31st 2011 Mr Nguyen Tien Dung approved the “Strategy for Vietnamtourism development until 2020, vision 2030” which set out the views, goals, solutions andspecific action programs to develop Vietnam tourism The demand to travel of people isproportional with the development of the world However, the travel demand now is notonly simple that finding a place to relax, but including the need for sightseeing,discovering, studying and researching in order to accumulate more knowledge and satisfythe emotional need The concept of nowaday tourism is changing and broadening into newmarket demanding

Ba Ria – Vung Tau is a leading province in term of tourism, famous for itsbeautiful beach, this province is becoming one of the leading tourist centers of thecountry Ba Ria – Vung Tau has the favorable conditions for the development of tourismwith the ideal beaches, resorts that attract a lot of tourist each months Recently, the needs

of international tourists traveling to Ba Ria – Vung Tau has increased so in order to satisfythe diverse needs of tourists, this province must have specific strategies that match thecharacteristics and strengths of their locals scenic and facilities

Making decision on where to travel to is very important and it is a core factor oftourism consumer behavior In tourism industry, understanding the decisions related to thechoice of destinations of tourists is the key to develop and promote tourism For Ba Ria -Vung Tau in particular and Vietnam in general, the research of factors affecting tourists’decision-making is more than necessary in order to provide a clearer vision of whattourists are looking for when they decide to go traveling However, Vietnam in reality,there are not that many researches about this topic for government as well as

tourism enterprises to captures the consumer trend to promote tourism and meet the needs and tastes of tourists.

With all the aforementioned reasons, the author would like to choose the topic of

“Factors affecting tourists’ decision making to Ba Ria – Vung Tau” for this thesis.

2 The research purpose

This research topic is conducted with the following purpose:

- Synthesize and systematize theories about tourism including definitions and factors affecting tourists’ decision-making

- Identifying the factors affecting decisions of tourists to travel to Ba Ria Vung Tau

Determine the model of factors affecting decisions of tourists to travel to Ba Ria - Vung Tau

3 The research object and scope

- Object of this research: Factors affecting tourists’ decision to travel to Ba Ria– Vung Tau

- Scope of this topic: Tourist and international tourist living who have already traveled to Ba Ria – Vung Tau

4 The research methodology

In this research, the authors used the method of synthesis

For the method of synthesis, the authors acquired secondary data acquired fromannual report, domestic and foreign publications as well as on the Internet

5 Literature review of tourists’ decision making and tourism 5.1 Overview of tourism

5.1.1 Definition of tourism and tourist

5.1.1.1 Definition of tourism

As of now, according to the author’s research, there has not been any officialdefinition of tourism The Definition of Tourism varies source by source, person byperson There is no consensus concerning the definition of tourism Therefore, the authorsynthesizes researches from international research to get a clearer look at the definition oftourism:

According to Wikipedia: Tourism is travel for pleasure, also the theory and practice

of touring, the business of attracting, accommodating, and entertaining tourists, and thebusiness of operating tours

World Tourism Organization UNTWTO defined tourism as: “Tourism comprisesthe activities of persons traveling to and staying in places outside their usual environmentfor not more than one consecutive year for leisure, business and other purposes”

There is a difference between travel and tourism as not all travel is tourism Fortourism to appear, movement must occur People must travel using all types of transport.Three criteria are used simultaneously to characterize tourism-related travel The offsetshould be:

- This includes moving away from your normal environment This term is very important and will be discussed later

- Purpose Type: Travel must be for purposes other than compensation within the

site visited: Previous restrictions where tourism was limited to recreation andvisiting family and friends are now extended to include a wide range ofpurposes

- Duration: Only the maximum duration, not the minimum, is displayed Themovement of tourists can occur with or without accommodation Let us

examine the characteristics of public transit visits from a conceptual and statistical point of view

5.1.1.2 Types of tourism

Tourism activities can be grouped according to different groups dependingrelease criteria Currently, the majority of experts on Vietnam's tourism divide types oftourism by group types according to the following basic criteria:

Table 5.1: Types of tourism

Type of - Cultural - Adventure - International - Coastal

Beside the basic criteria like natural environment, purpose, territory and

geographic features, there are some other criteria to set the division of tourism, for

examples: by transportation (sea traveling, air traveling…), by ages (teenagers, middle

aged, elderly…), by trip duration (short term or long term), by form (group, individual or

family) , by contract (packages or partial)…

5.1.1.3 Definition of tourist and international tourists

According to Wikipedia: “a tourist is a person engaged in tourism—travel for

recreational, leisure or business purposes.”

In more detail, we can define tourist as: “A person who is supposed to leave his/her

hometown (permanent place) on temporary, basis for the purpose of seeking new

experiences, having fun & entertaining, doing sports, seeing cultural & historical places

(attractives) etc On the condition that she/he should stay no less than 1 day and no longer

than 12 months, make use of a tourist facility for accomodation and spend her/his own

Money through their holiday.”

To sum up, we can understand that tourist is “The person who is supposed to leave

his/her hometown in order to visit a diffirent area for the purpose of leaving an experience

of shopping, entertaining, visiting, cultural & historical attractives having fun and so on

the condition that (subject to) she/he should return to his/her own place, stay no longer

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Similar to tourists, international tourist is defined as: “Any person who travels to acountry other than that in which s/he has his/her usual residence but outside his/her usualenvironment for a period not exceeding 12 months and whose main purpose of visit isother than the exercise of an activity remunerated from with the country visited, and whostay at least one night in a collective or private accommodation in the country visited.”

5.1.2 Ba Ria - Vung Tau tourism

Ba Ria-Vung Tau (Bà Rịa – Vũng Tàu) is a province of Vietnam It is located onthe coast of the country's Southeast region It also includes the Côn Đảo islands, locatedsome distance off Vietnam's southeastern coast

Vũng Tàu is an important tourist destination, being particularly well known for itsbeaches, for its colonial-era architecture, and the Christ of Vũng Tàu, a large statue built

by Vietnam's Catholic minority The most beautiful famous location of Vung Tau is ThuyVan beach is also known as Back Beach located in Thuy Van street Along the coast ofLong Hai, Xuyen Moc has many beautiful beaches and large resorts: The Grand Ho Tram,Vietsovpetro The famous tourist resorts include the famous Ho Tram Osaka,

Lan Rung resort there are a lot of popular hotel with Pullman Hotel, Imperial Hotel, Intourco Resort hotel, DIC Star hotel

Historic, cultural relics of Ba Ria-Vung Tau Province's diverse and influenced invarious levels of age-old cultures associated with the seas Part of the historical, culturaloffers possibilities for tourism operators Group of historical, religious architectureincludes the architectural temples, pagodas, churches including Christ Statue, WhitePalace are good places to be developed into tourist attractions Festivals, spiritual,historical groups, revolutionary and resistance reflects the struggle to protect the nation'speople's waters in two wars, such as Long Phuoc tunnels, Pursuant to Minh Damm, BauSen, Loc An, Con Dao prison are famous historic sights for tourist sightseeing type.The sea food specialties of Ba Ria-Vung Tau province is quite rich, distinctive,refined processed, meet the demand for public enjoyment of tourists

Ba Ria – Vung Tau took actions to improve the tourism environment clean andbeautiful, rectified the situation of vendors sales for improvement and raising theprovincial tourism landscape Travel service prices were and will be relatively stable and

reasonable, the rescue and salvage were better organized to minimize the risk of accidents,drowning on the beach at the peak.

The construction of tourism planning continues to be implemented in order tocreate prerequisites to attract tourism investment projects with large capital size, diverseproduct types and characteristics, in accordance with international tourism market, whichwould change the fundamental quantity, and quality of the province's tourism product.However, travel products have not created many groundbreaking innovative andhigh added values The association and cooperative in tourism development is still limitedand spontaneous result in wasting potential effectiveness and comparative advantages todevelop tourism Services still have not been diversified, lack of entertainment parks,performing arts centers and lack of proper investment

The propaganda and promotion was not effective enough, resources are limited lead

to low performances Promotional activities were still conducted under short-term plan.Business advisory orientation, proposing forms of advertising, the provincial tourismpromotion have no breakthroughs and have not meet the requirements of tourists inpractice

Businesses has not really care or contributing supports to promote the propaganda

of advertising, lack of investment, upgrade, implementation of the regulations onregistration and listing price has not been done properly, need more proposing newproducts and services as well as tours, new routes to attract tourists coming to Ba Ria –Vung Tau

5.2 Literature of decision-making and research model of tourists’ decision- making 5.2.1 Definition of tourists’ decision-making

5.2.1.1 Definition of consumer behavior

There are different definitions of consumer behavior by researchers andeconomists Following are some typical definitions:

According to Philip Kotler (1999): “consumer behavior is the buying behavior offinal consumers” or “Consumer behavior include mental activity, emotional and physicalthat people use during selection, purchase, use and dispose of products and services thatsatisfy their needs and desires”

Michael R Solomon stated his concept of consumer behavior to be “the study ofthe processes involved when individuals or groups select, purchase, use or dispose ofproducts, services, ideas or experiences to satisfy needs and desires”

So researches on consumer behavior aim at answering the questions concerningmotivation of consumers, "why consumer behaviors occur?” Answer to this question isincluded in the definition of consumer behavior Consumer behavior is to meet the needsand demands of him Behavior is a tool to achieve objectives and target consumer derivesfrom his needs and desires Consumer behavior is also a process: Consumer behavior,including the selection, purchase and consumption of goods and services that includeelimination of three steps before buying activities, purchasing activities, activities afterpurchase.(Rostami, 2001) Moreover, this process is affected by factors, external andinternal Those factors vary from person to person, throughout time and places.Understanding those factors and consumer buying process, business and manufacturerscan apply these insights onto their strategies of products from the perspective ofconsumer, to make their goods and services meet the demand of consumers better in thelong run

5.2.1.2 Definition of decision-making

In psychology, decision making is defined as a cognitive process in which a belief

or course of action is selected among several alternative possibilities Every making process leads to a final choice You may or may not take action Decision making

decision-is the process of identifying and selecting alternatives based on the values and preferences

of the decision maker

Tourism selection and decision-making has become one of the cornerstones ofresearch in the tourism literature that spans 50 years of theoretical and empiricaldevelopments (Smallman and Moore 2010) In other words, decision-making is theprocess of choosing the best among various alternatives It is an act of choice.Organizations and departments have numerous alternatives Making a decision is defined

as choosing one of the best alternatives

All alternatives with known advantages and disadvantages should be evaluatedbefore making a decision This will help you make better decisions It is also one of theimportant management functions It cannot do without other administrative functions

such as planning, organization, directing, controlling, and staffing Because decisions are very important in this management function.

5.2.2 Previous research model of tourist’s decision-making

5.2.2.1 Customer-Based Destination Brand Equity Modeling: The Role of Destination

Resources, Value for Money, and Value in Use

A study by Tatyana Chekalina, Mathias Fuchs, and Maria Lekshagen, published inJournal of Travel Research in 2016, promotes knowledge about transferring the concept ofcustomer-centric brand equity into the context of travel destinations This study proposes aneed-based model of brand equity for destinations, which consists of five subordinateconstructs, including awareness, loyalty, and three destination brand promise constructsthat make up the inner core of the model: destination resource, use value And value formoney

Hypothesis 1 The stronger the perception of the destination, the more positive theclient's perception of the destination's (a) tangible, (b) intangible, and (c) social resources.Hypothesis 2: The more positively customers perceive (a) tangible, (b) intangible,and (c) social object resources, the more positively consumers perceive use value

Hypothesis 3: The more positive the customer's perception of (a) material, (b)immaterial, and (c) social resources, the more positive the customer's perception of costvalue

Hypothesis 4: The more positive shoppers perceive the value of use, the more loyalthey are to the destination.

Hypothesis 5: The more positive the value for money shoppers perceive, the moreloyal they are to the destination

This model was iteratively tested for Sweden's premier mountain resort, Åre, using

a linear structural equation modeling approach A total of 5,668 people were invited toparticipate in the online survey Data was collected anonymously between April and May2010

The acquired data confirms the track structure of the proposed model Confirmingthe hypothesis that destination use value is a direct precursor to destination loyalty isindeed an important finding not previously discussed in the literature

5.2.2.2 Risk and Uncertainty in Travel Decision-Making: Tourist and Destination

Perspective

Published in the Journal of Travel Research in 2016, this study by Marion Karl is acomprehensive, comprehensive study that uses key characteristics of destinations at thestage of a virtual and realistic destination, as well as travelers' self-assessment of the risksand uncertainties of travel decisions Research approach process The focus of this study

is on risk and uncertainty This is because these factors play an important role at differentstages of the travel decision-making process

Hypothesis 1: Travelers who tend to be high-risk and uncertain when making traveldecisions are considering low-risk and low-uncertainty destinations for their hypotheticalfuture vacations.

Hypothesis 2: High risk is a deterrent in realistic travel centers for tourists obsessedwith low risk and uncertainty in travel decisions

Hypothesis 3 The degree of risk and uncertainty in making travel decisionsdepends on the gender of the tourist

Hypothesis 4: The level of risk and uncertainty in travel decisions decreases withage

Hypothesis 5: The level of risk and uncertainty in making travel decisions increaseswith the level of education of tourists

Hypothesis 6 The degree of risk and uncertainty in making travel decisionsdepends on the traveler's occupation

Hypothesis 7 The degree of risk and uncertainty in making travel decisionsdepends on the income of the tourist family

Hypothesis 8: Traveling with children is associated with tourists' propensity to takerisks and uncertainties when making travel decisions

Hypothesis 9: Travel experience increases tourists' risk and uncertainty whenmaking travel decisions

This study uses data collected from a survey on German tourist destinationbehavior A quantitative survey (n = 402) was conducted using standardizedquestionnaires from personal interviews in Munich, Germany in June 2014 The resultsshow that a high level of education and high frequency of travel are the hallmarks of risk-averse tourists, whereas older adults are predominant in the risk-averse and uncertainty-prone type of tourists Tourists with different attitudes to the risks and uncertainties intheir travel decisions initially choose very similar destinations when choosing their finaldestinations, although they differ greatly about their ideal destinations

5.2.2.3 Time for a Radical Reappraisal of Tourist Decision Making? Toward a New

Conceptual Model

The study was published in Journal of Travel Research by Scott McCabe, Chunxiao(Spring) Li, and Zengxiang Chen in 2015 This review article takes a critical

look at these approaches and proposes a new general model based on dual systems theory

to explain different types of selection strategies , awareness of the constructive nature ofpreferences and individual and contextual factors that influence the selection process Thisarticle argues that general tourism selection models should incorporate a psychologicalprocess that determines selection strategies or heuristics and considers the context of theselection These include individual differences, work-related factors, and the principlesgoverning how systems interact

The results of this reconsideration have broad implications and potentialopportunities for further study As pointed out in the review, two main theoretical issuesrelate to traditional approaches to tourism decision-making Focuses on input/outputvariables rather than rationality and cognitive processes These two issues are preventingadvances in knowledge about tourism decision-making A variety of approaches aretherefore needed to help scholars and practitioners develop new knowledge and promoteideas and methods for tourists to make decisions among a variety of possible strategies Indoing so, theory can evolve and marketers can design new marketing strategies andcampaigns targeting potential consumers based on better behavior

5.2.2.4 The influence of social media in creating expectations An empirical study

for a tourist destination

This article was published in the 2017 Annals Tourism Research by YemduanNarangajavana, Luis Jose Callarisa Fiol, Miguel Angel Moliner Tena, Rosa MariaRodriguez Artola, and Javier Sánchez Garcia This study aims to investigate the reasonsfor using user-generated content (UGC) for tourism information and their impact ontourism expectations The empirical study was analyzed using the multiple indicatormultiple cause model (MIMIC) and the structural equation model (SEM).

H1.The

intensity of social media usage will be significantly and positively associated to the

usergenerated content (UGC) received in the virtual search while planning the trip

H2.1 The motive for receiving usergenerated content (UGC) in the social media,related to their travelling experiences, has a significant positive effect on trust in itscontents

H2.2 The motive for receiving usergenerated content (UGC) in the social media,related to their travelling experiences, has a significant positive effect on trust in thecontent provider

H3.1 The motive for receiving usergenerated content (UGC) in the social media,related to their travel experiences, has a significant positive effect on the tourist`sexpectations about the core resources at the destination

H3.2 The motivation to receive user-generated content (UGC) on social mediarelated to the travel experience has a significant positive impact on travelers' expectations

of support factors at their destination

H4.1 Confidence in User Generated Content (UGC) has a significant positiveimpact on travelers' expectations of a destination's essential resources

H4.2 Trust in User Generated Content (UGC) has a significant positive impact ontravelers' expectations in terms of support factors at their destination

H5.1 Trust in user-generated content providers (user-generated content providers)has a significant positive impact on travelers' expectations of a destination's key resource.H5.2 The credibility of user-generated content providers (user-generated contentproviders) has a significant positive impact on the expectations of tourists

A questionnaire was created with a number of questions related to tourists' use ofsocial networks and travel We collected 375 completed questionnaires from respondentsfrom more than 40 countries, or 24.5% of all questionnaires submitted since December

We used ML estimates based on pairwise covariance for 2014 and March 2015 as amethod for calculating missing values

In summary, this study expands on previous studies and provides several importantcontributions This allowed us to better understand the impact of user-generated content

on social media on shaping tourists' expectations of their travel destinations A key finding

is that when users receive user-generated content related to a travel destination, they createexpectations about their destination by trusting the received content Tourism agencies areencouraged to maintain a quality level to allow for more user-generated content Thisincreases trust in social media content and expectations

5.2.2.5 Destination image and tourist behavioural intentions: A meta-analysis

Written by Mona Afshardust and Mohammad Sadegh Eshagi for TourismManagement 2020, this article aims to understand the relationship between the image of a

destination and

intentions oftourists In thisstudy, the authors used meta-analysis to synthesize target image effects from 87 studies

H1 The overall image has a positive effect on the behavior of tourists Specifically,the description of the destination was positively associated with behavioral intentions, (b)referral intentions, (c) return intentions, and (d) visit intentions

H2 The cognitive image of the destination has a positive effect on the behavior oftourists (a) In particular, cognitive image positively relates to behavioural intention, (b)intention to recommend, (c) intention to revisit, and (d) intention to visit

H3 Affective image of destination has a positive effect on tourist behaviour (a) Inparticular, affective image positively relates to behavioural intention, (b) intention torecommend, (c) intention to revisit, and (d) intention to visit

H4 A positive image is positive for the returnee

An online review of the major academic databases of the journal Elsevier, Emerald,SAGE, Online Wiley Library, and Taylor & Francis was conducted to identify studies oftravel intentions to destinations The study written in Persian was found in an Iranianacademic database The selection of studies was carried out in two steps 246 studies were