MARKET SEGMENTATION HO CHI MINH CITY INHABITANTS BASED ON PUSH PULL THEORY FOR VIETNAM COMMUNITY BASED TOURISM

After the Covid19 pandemic, domestic tourism in Vietnam is the most concerned with economic resilience. Our country would encourage inhabitants to part in Community based tourism (CBT) to develop longterm sustainable tourism. A successful CBT business relies heavily on market segmentation research. The results of market segmentation in CBT will partly assist tourism businesses in better understanding target markets to improve product development, marketing, and service delivery. In this survey, 311 Ho Chi Minh City respondents are segmented into five specific groups, which are the Indifferent, the CBTtravllers, the Experiencedoriented, the Adventurous and the Hyperactive based on Push and Pull motivations, by using the TwoStep Clustering method. Furthermore, there are demographic characteristics descriptions for each segment and based on those information, the author gave some suggestions for CBT managers to build appropriate marketing strategies for them. The research ends with the conclustion of five clusters, its managerial implications and the limitations of the study.

VIETNAM NATIONAL UNIVERSITY HCMC UNIVERSITY OF TECHNOLOGY SCHOOL OF INDUSTRIAL MANAGEMENT

BACHELOR THESIS

MARKET SEGMENTATION

HO CHI MINH CITY INHABITANTS BASED

ON PUSH-PULL THEORY FOR VIETNAM COMMUNITY-BASED TOURISM

CAO THỊ THANH NHÃ

Ho Chi Minh City, 05/2022

No.: 22-CLC

VIETNAM NATIONAL UNIVERSITY

HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY

SCHOOL OF INDUSTRIAL MANAGEMENT

BACHELOR THESIS

MARKET SEGMENTATION

HO CHI MINH CITY INHABITANTS BASED ON

PUSH-PULL THEORY FOR VIETNAM COMMUNITY-BASED TOURISM

STUDENT ID :1852178 INSTRUCTOR :MBA Bùi Huy Hải Bích

Ho Chi Minh City, 05/2022

Vietnam National University

DEPARTMENT: Marketing and Management

STUDY SPECIALIZATION: INDUSTRIAL MANAGEMENT

1 Title:

MARKET SEGMENTATION HO CHI MINH CITY INHABITANTS BASED ON PUSH-PULL THEORY

FOR VIETNAM COMMUNITY-BASED TOURISM

2 Thesis assignment (requirements for content and data):

3 Date of assignment: 17/01/2022

4 Date of completion: 13/05/2022

5 Supervisor’s full name: Advised on:

1/ MBA Bui Huy Hai Bich

(Sign and write full name)

FOR SCHOOL/ DEPARTMENT

Approved by (initially examined by):

Department :

Date of defense:

Total mark:

Stored at:

ACKNOWLEDGEMENT

First of all, I would like to express my sincere thanks to my supervisor Ms Bui Huy Hai Bich, MBA, who has always accompanied me and helped me do the thesis research Thank you to the School of Industrial Management of Ho Chi Minh City of Technology for creating favourable conditions to have many opportunities to carry out research smoothly and promisingly to bring many good results

Thank you to the experts, friends, respondents, and anybody else who assisted me in successfully completing my thesis The advancement of the thesis will not be possible without their assistance

Finally, I would like to express my heartfelt gratitude to my parents, who have laid the groundwork for me to be the proper person for working and studying thus far, and who have supported me in completing the thesis process with various pieces of advice The following will be the details of the research paper that I have been gradually completing the intensive training conducted by the National University of the Ho Chi Minh City University of Technology In the limited time of the essay, there will inevitably be shortcomings I would like to receive suggestions from teachers and company mentors so that the essay can be improved and more complete with my knowledge and skills in the future

Ho Chi Minh City, 2022

Cao Thị Thanh Nhã

ABSTRACT

After the Covid-19 pandemic, domestic tourism in Vietnam is the most concerned with economic resilience Our country would encourage inhabitants to part in Community-based tourism (CBT) to develop long-term sustainable tourism A successful CBT business relies heavily on market segmentation research The results of market segmentation in CBT will partly assist tourism businesses in better understanding target markets to improve product development, marketing, and service delivery In this survey, 311 Ho Chi Minh City respondents are segmented into five specific groups, which are the Indifferent, the CBT-travllers, the Experienced-oriented, the Adventurous and the Hyperactive based on Push and Pull motivations, by using the Two-Step Clustering method Furthermore, there are demographic characteristics descriptions for each segment and based on those information, the author gave some suggestions for CBT managers to build appropriate marketing strategies for them The research ends with the conclustion of five clusters, its managerial implications and the limitations of the study

TABLE OF CONTENT

ACKNOWLEDGEMENT i

ABSTRACT ii

TABLE OF CONTENT iii

TABLE OF TABLE vi

TABLE OF FIGURE viii

CHAPTER 1 INTRODUCTION 1

1.1 RESEARCH BACKGROUND 1

1.2 RESEARCH OBJECTIVES 2

1.3 SCOPE OF THE RESEARCH 3

1.4 SIGNIFICANCE 3

1.5 STRUCTURE OF THE THESIS 3

1.6 Summary of Chapter 1 3

CHAPTER 2 LITERATURE REVIEW 5

2.1 FOUNDATIONAL THEORIES 5

2.2 STUDY CONCEPTS 6

2.2.1 Market Segmentation in Community – based tourism 6

2.2.2 Sustainable Tourism 6

2.2.3 Community - based tourism in Vietnam 7

2.3 PREVIOUS STUDIES 8

2.3.1 Customer segmentation for marinas: Evaluating marinas as destinations (Paker and Vural, 2015) 8

2.3.2 Market segmentation based on the environmentally responsible behaviors of community‐based tourists: Evidence from Taiwan's community‐based destinations (Lee and Jan, 2018) 11

2.3.3 Market Segmentation in the Decision Making Process in Tourism (Vinerean, 2014) 12

2.4 Summary of Chapter 2 13

CHAPTER 3 METHODOLOGY 15

3.1 RESEARCH PROCESS 15

3.2 DATA COLLECTION 16

3.3 PRELIMINARY STUDY 17

3.4 PILOT STUDY 19

3.5 MEASUREMENT SCALES 20

3.5.1 Questionnaires Design 20

3.5.2 Official measurement scales 21

3.6 SAMPLING METHOD 25

3.6.1 Sample size 25

3.6.2 Sample method 25

3.7 DATA ANALYSIS METHODOLOGY 26

3.7.1 Reliability analysis – Cronbach’s Alpha 26

3.7.2 Validity of the Questionnaire – Exploratory Factor Analysis (EFA) 26

3.7.3 Two-Step Clustering 27

3.7.4 One-way ANOVA 27

3.7.5 Chi-Square Test 27

3.8 Summary of Chapter 3 27

CHAPTER 4 RESULTS AND DISCUSSIONS 29

4.1 DATA DESCRIPTION 29

4.1.1 Demographic 29

4.1.2 Other information 31

4.2 DATA ANALYSIS 32

4.2.1 Exploratory Factor Analysis For All Scales 33

4.2.2 The Reliability Analysis 36

4.2.3 Modified Factors 38

4.2.4 Two-Step Clustering 38

4.2.5 One-way ANOVA 42

4.2.6 Chi-Square Test 43

4.3 Summary of Chapter 4 47

CHAPTER 5 CONCLUSION AND IMPLICATIONS 48

5.1 CONCLUSION 48

5.2 RECOMMENDATIONS 50

5.2.1 Indifferent tourists 50

5.2.2 The CBT-travellers cluster 50

5.2.3 The Experienced-oriented cluster 50

5.2.4 The Adventurous cluster 51

5.2.5 The Hyperactive tourists 51

5.2.6 Service 51

5.2.7 Local culture 51

5.2.8 Tourism information source 51

5.3 LIMITATION 52

5.4 Summary of Chapter 5 52

REFERENCES 53

APPENDIX A: MEASUREMENT SCALES EXPLANATION AND COMMENTS FROM EXPERTS 59

APPENDIX B: QUANTITATIVE SURVEY(VIETNAMESE VERSION) 64

APPENDIX C: DATA ANALYSIS RESULTS 68

APPENDIX D: ONE-WAY ANOVA TEST 77

APPENDIX E: CHI-SQUARE TEST 79

TABLE OF TABLE

CHAPTER 2 LITERATURE REVIEW

Table 2 1 Push And Pull Factors For Traveling To Marinas In Turkey 9

CHAPTER 3 METHODOLOGY

Table 3 1 List Of In-Depth Interviewees 18

Table 3 2 Item: Nature Scenery 20

Table 3 3 Variables For Market Segmentation 21

Table 3 4 Official Measurement Scale 22

CHAPTER 4 RESULTS AND DISCUSSION Table 4 1 Education Level 30

Table 4 2 Occupation 30

Table 4 3 Monthly Income (Vnd) 31

Table 4 4 Tourism Information 31

Table 4 5 Frequency Of Travelling (Before Covid-19) 32

Table 4 6 Type Of Tourism That Respondents Usually Choose To Travel 32

Table 4 7 Kmo And Bartlett's Test Of Pull Factors 34

Table 4 8 Kmo And Bartlett's Test Of Push Factors 34

Table 4 9 Rotated Component Matrix And Kmo & Bartlett’s Test Result Of Pull Factors (3rd Efa) 35

Table 4 10 Rotated Component Matrix And Kmo & Bartlett’s Test Result Of Push Factors (2nd Efa) 36

Table 4 11 Cronbach's Alpha Analysis 37

Table 4 12 One-Way Anova Test Results 43

Table 4 13 Gender Distribution 43

Table 4 14 Age Distribution 44

Table 4 15 Occupation Distribution 44

Table 4 16 Education Level Distribution 44

Table 4 17 Marriage Status Distribution 45

Table 4 18 Monthly Income Distribution 46 Table 4 19 Tourism Information Source Distribution 46 CHAPTER 5 CONCLUTIONS AND IMPLICATIONS

Table 5 1 Summary Characteristics Of The Segments 49

TABLE OF FIGURE CHAPTER 3 METHODOLOGY

CHAPTER 4 RESULTS AND DISCUSSION

Figure 4 1 Age Of Respondents Figure 4 2 Gender Of Respondents29

Figure 4 3 Model Summary Of Two-Step Clustering 39

Figure 4 4 Cluster Sizes Of Two-Step Clustering 39

Figure 4 5 Results Of Two-Step Cluster 40

Figure 4 6 Cluster Comparison Of 4 Groups 41

Figure 4 7 Cluster Comparison Of Group 1 42

1.1 RESEARCH BACKGROUND

Tourism has become one of the world's fastest expanding economic sectors, reinforcing national and regional economies (UNWTO, 2015) Paul (2002) also said that one of the most significant aspects of the global economy is tourism The Communist Party of Vietnam's 12th Congress was public tourism is an important economic sector that should

be focused on national development and local communities in order to promote its strengths (Tourism Law, 2005) According to Quy (2019), international tourists in Vietnam hit an all-time high of 18 million, rising 16.2 percent year on year; Asian tourists accounted for 14.3 million, or 79 percent of all visitors, increasing 19 percent Those numbers show the position of Vietnamese tourism - one of the most dynamic and fastest-growing economic sectors in the world today (ILO, 2020) In compliance with The World Bank 2019, tourism has been a critical source of foreign income for Vietnam and in this year, the tourism industry in Vietnam contributed around 9.2 percent of the country's GDP (Ngọc, 2020)

Besides various tourism models to allure the foreigners and the local inhabitants, Vietnam has improved a new tourism trend - "green tourism" or sustainable tourism; one of the environmentally sustainable tourism trends is Community-based tourism (CBT) (UNWTO, 2005).“Community-based tourism is a development model of sustainable tourism that involves local people in every chain link in tourism activities, which are made possible by the cooperation and support of domestic and international organizations and individuals, as well as local and central governments A large proportion of the profits gained is used for the improvement of local people’s living standards and the conservation of environmental resources” (Yen, 2012) In agreement with The Travel Foundation (2016), tourism can help a community's economy flourish

by offering good-paying employment, business possibilities, and cash for conservation However, if tourism is not managed appropriately, it may negatively affect local communities and ecosystems, causing long-term issues for inhabitants and eventually leading to a fall in tourism in the destination Consequently, sustainable tourism development, especially CBT, satisfies the demands of current visitors and host regions while also preserving and expanding prospects (UNWTO, 2001)

Cương (2019) defined CBT as an activity in which a community participates in tourism This practice began spontaneously in tourist attractions, such as historical sites, where local residents welcome visitors Various CBT models have been developed around Vietnam, all of which demonstrate the need of altering local communities' and local government's perspectives, business formalization of CBT administration, and early engagement with tour operators In 1985, the very first Vietnamese CBT initiatives took place in peripheral areas CBT products and services are primarily found in rural areas

Chapter 1 Introduction

throughout Vietnam, including the mountainous north such as Lao Cai, Lai Chau, Hoa Binh, Ha Long Bay; the central coast such as Hue, Hoi An, Nha Trang; and the Mekong Delta in the south of the country (ESRT & WWF-Vietnam, 2013)

According to the GSO (2021), Vietnam tourism suffered hefty losses due to the impact

of Covid-19 Furthermore, in March 2020, Vietnam had to stop accepting international visitors and Vietnamese nationals were not allowed to go overseas Hence, domestic tourism has increased with the establishment of numerous stimulus programs to entice more domestic visitors (NDO, 2021), and it is also becoming increasingly vital in Vietnam's tourism industry (Trang, 2021) Therefore, CBT (one of the types of domestic tourism) is a bottom-up strategy for sustainable development employed in developing countries (including Vietnam) to improve natural resource preservation, conserve traditional culture, and generate local income (Yamashita, 2011) after the Covid-19 pandemic

It is a fact that many CBT sites develop too desirable, seriously affecting the cultural identity and threatening the environment and natural resources (Trang, 2021) In the face of difficulties caused by the epidemic's impact, the question is what to do for sustainable tourism to recover and develop sustainably in the new normal Consequently, assuming that tourism in Vietnam returns to "normal" and the domestic tourism market plays a crucial role in the initial stage of recovery (HCMCPV, 2021), it seems reasonable to invest in developing local, sustainable tourism (VOV, 2021), especially in the CBT model

Every tourist is drawn to various tourist places, appreciates participating in various activities while on vacation, utilizes various entertainment facilities, and complains about various parts of their trip (Dolnicar, 2008) It is crucial for a business operating

in this field to consider market segmentation in order to understand the customer segments it must satisfy through the various products or services required or desired by its potential and loyal customers; in this way, that enterprise can achieve profitability and success desired (Vinerean, 2014) Thus, customer segmentation in Vietnam CBT after the pandemic is urgent to know what kinds of customers tourism companies need

to concentrate on taking care of that group by using the proper communication with them and encouraging CBT to develop more

Because there is a lack of information about the process of customer market segmentation in many public CBT handbooks and how they came to conclusions, and the context of the Covid-19 may affect their motivation in choosing CBT services, this study is conducted to segment tourism customers into specific groups with detail process

so as to understand more about customers who will undergo a CBT experience in Vietnam following the Covid-19 pandemic

1.2 RESEARCH OBJECTIVES

- Classifying Ho Chi Minh City travellers into a more significant number of homogeneous groups according to their expectations from CBT destinations (Pull factors) and the motivations for travelling to community destinations (Push factors)

- Identifying and describing characteristics among those clusters

Chapter 1 Introduction

1.3 SCOPE OF THE RESEARCH

- Region: Ho Chi Minh City

- Respondent: Ho Chi Minh City inhabitants who currently live in the city and have tourist experience Ho Chi Minh inhabitants are up to now in Ho Chi Minh City has been no research on the tourist motivation, primarily based on the theory of factors push and pull of Vietnam CBT The age range of the research respondent is for all people from under 20 to above 53 years old

- Time duration: From January 2022 to May 2022

- Research area: Customer segmentation (in Vietnam CBT market)

1.4 SIGNIFICANCE

The CBT market in Vietnam is developing fast, and the target audience for this tourism model is also expanding Therefore, segments of the market is going to change constantly The results that the thesis brings will update the changes in the segmentation

of the CBT market in the current context

In addition, the thesis also describes the characteristics of each segment in order to help CBT businesses have an overview of not only the market but also the travellers and assist them in deciding to choose the right marketing strategies for each segment

In addition, this is an opportunity for the author to learn about the Vietnamese CBT market as well as gain experience in the field of marketing research

1.5 STRUCTURE OF THE THESIS

Chapter 1: Overview of the topic In this chapter, an overview of the topic will be presented, such as the reasons for choosing the topic, the objectives of the research, the subjects of the research, the research methods, and the scope of the research

Chapter 2: Theoretical foundations This chapter will present the Push and Pull theory and the previous research on the proposed research topic

Chapter 3: Methodology to conduct the research Design measurement scale and data analysis process, such as calculating the number of samples, design the measurement scales, the technique to segment, etc

Chapter 4: Analysis data This chapter aims to analyze the research results on both Push and Pull factors that the Ho Chi Minh City travellers’ motivations to choose CBT as a destination, besides respondents' demographic information

Chapter 5: Summarize the main results and conclude whether the initial research objectives have been achieved Besides, it also points out the limitations of the thesis and recommends future research directions

1.6 Summary of Chapter 1

The author has illustrated the challenges as the current situation of Vietnam CBT industry in this chapter The significance of the research is also clearly specified in the

Chapter 1 Introduction

proposed thesis, which is the reason it has become vital for doing research in Ho Chi Minh City with the proper scope of the study

Chapter 2 Literature Review

CHAPTER 2

LITERATURE REVIEW

In this section, the definition for the study concepts such as market segmentation and Vietnam CBT and the Push-Pull theory used to segment customers will be presented The other sections in this part contains the summary of previous studies from Internet journals that related to the research’s topic

2.1 FOUNDATIONAL THEORIES

Push - Pull Theory in Community – based tourism

The concepts "pull" and "push" have come up frequently in discussions on tourist motivation in their travel decisions (Crompton, 1979) The theory suggested that people are pushed to make travel decisions by internal factors related to the individual's needs, and pulled by external pressures at the destination related to the destination's product (Dan, 1977) Additionally, a tourist's ideal service and experience package is one that is based on specific product features that include both Pull and Push aspects that are significant to that traveller (Pike & Page, 2014) Following Crompton (1979), socio-psychological motives are the push factors for vacations; and the pull factors are reasons generated by the destination rather than only from the traveller's personal thoughts

Baloglu and Uysal (1996) defined Push factors as “the origin related are intangible or

intrinsic desires of the individual travelers such as the desire for escape, rest and relaxation, health and fitness, adventure, prestige, and social interaction”; while Pull

factors are described as “emerge as a result of the attractiveness of a destination as it is

perceived by the travellers such as beaches, recreation facilities and historical resources as well as travellers' perception and expectation such as novelty, benefit expectation and marketed image of the destination”

In the tourist context, the pull factors consists of safety and security (Middleton, 1994), accessibility (Araslı & Baradarani, 2014), culture and historical resources (Baloglu and Uysal, 1996), price policy (Hsu, Tsai and Wu, 2009), natural resources (Caber & Albayrak, 2016) Crompton (1979) defined Push motivations as having seven factors, namely escape, self-exploration, relaxation, prestige, regression, kinship-enhancement, and social interaction) and two Pull motivations are novelty and education Another research paper of Uysal and Jurowski (1994), they suggested that Push motivations include desire for escape, rest, relaxation, prestige, health and fitness, adventure, and social interaction while Pull motivations consist of attractiveness of the destination and travellers' perceptions and expectations, such as natural resources, etc In short, the push motivations were supposed to be effective in explaining the desire to travel, whereas the pull motivations were believed to be meaningful in explaining the actual destination decision (Hsu, Tsai and Wu, 2009)

Chapter 2 Literature Review

2.2 STUDY CONCEPTS

2.2.1 Market Segmentation in Community – based tourism

Market segmentation has long been used to understand tourists' characteristics better and build marketing strategies (Bloom, 2004) To develop the tourism services that meet the expectations of many consumers, tourism companies need to identify a segment of customers who have similar characteristics and have the same demand (Goryushkina, N

et al., 2019) Market segmentation has also shown to be a practical strategy in the travel industry, and it is regularly employed in tourism marketing research Indeed, any unit engaged in the tourism business can apply market segmentation (Dolnicar, 2008) The segmentation of the tourist industry, especially the research focus on CBT, is critical for Vietnamese tourist companies because it gives competitive advantages and a proper understanding of the target audience, allowing companies to concentrate their marketing efforts on a specific group (Vinerean, 2014) Additionally, Dolnicar (2008) also classified the variables to compare segments in tourism: personal socio-demographic characteristics (age, gender, etc.), behavioural characteristics (duration of stay, travel party, kind of holiday, accommodation, expenditures) and personal psychographic characteristics (travel motives) The general tourism segmentation includes the descriptive characteristics (1) demographic (Kotler, 2000), (2) geographic (Kotler, 2000), (3) behavioural (Pesonen et al., 2011) and (4) Psychographic (Cha et al., 1995) Most of the studies are classify CBT customers into socio-demographic (Pearce & Lee, 2005), green purchasing behaviour (Scherer, Emberger‐Klein, & Menrad, 2018), travel motivations (Pyo, 2015) and their environmentally responsible behaviours (Lee & Jan, 2019)

ESRT & WWF-Vietnam (2013) said that CBT market segments in Vietnam has four common groups, including (1) International freely independent travellers, (2) International package travellers, (3) City worker weekend break and (4) Phuot Due to the lack of information about the process of customer market segmentation and how they concluded those segments, the researcher would like to conduct this study to segment tourism customers in a specific groups to understand more about customers will undertake a CBT experience in Vietnam after the Covid-19 pandemic In doing so, Vietnem CBT may obtain significant insight into the market and specific segments of the market and discover the most promising strategy for gaining competitive advantages (Dolnicar, 2008)

2.2.2 Sustainable Tourism

Tourism is a social, cultural, and economic phenomenon that involves individuals travelling to nations or places outside of their everyday surroundings for personal or professional reasons (UNWTO, 2021) In agreement with Saiba and Sujoy (2015), the tourism industry has been recognized as one of the most significant worldwide businesses, contributing to the growth of national economies, emphasizing and conserving cultural heritage, and acting as a bridge to global harmony As Azam et al (2018) suggested, "tourism" refers to the activity that takes place while tourists travel;

it includes everything from arranging the trip to getting there, staying there, returning,

Chapter 2 Literature Review

and reminiscing about it afterwards; and it covers the activities that the tourist participates in as part of the vacation, as well as the purchases made and the integration that takes place between the host and the visitor

Promoting sustainable tourism has gained importance in recent years (Butler, 2013) Sustainable tourism is a model of tourism that meets the current needs of visitors, the tourism industry, and host communities without jeopardizing future generations' ability

to meet their own needs (Machado, 2003) UNWTO (2005) also defines it as “Tourism that takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment and host communities" In addition, sustainable tourism refers to practices used in and by the tourist sector that are both environmentally friendly and socially responsible (GSTC, 2021) Sustainability has long been regarded as a promising vehicle for resolving the issues of negative tourism impacts (Smith, 1956) As a result, sustainable development, which includes tourism development, is a requirement and a development objective for Vietnam and locality since it ensures efficient and long-term growth (Machado, 2003)

2.2.3 Community - based tourism in Vietnam

Mismanagement of natural habitats during tourist development has resulted in ecological, economic, and social problems in numerous cases throughout the world (Butler, 2013) CBT is a type of tourism activity that is community-owned and operated,

as well as managed or coordinated at the local level, and that contributes to the being of communities by promoting sustainable livelihoods and safeguarding important socio-cultural traditions as well as natural and cultural heritage resources (ASEAN, 2016) Furthermore, Butler (2013) mentioned that CBT aims to involve communities in the decision-making process of tourist development and raise awareness of the relevance

well-of local environments and cultures so that they can be preserved

In this pandemic context in Vietnam, tourism provides communities development opportunities and forces tourism planners to rethink and rebuild tourism for long-term community development (Trang, 2020) For sustainable success, CBT cannot develop spontaneously The principles of preserving indigenous values, protecting the ecological environment and sharing benefits are immutable (Nam, 2020) Consequently, it has emerged as a viable option for the above requirements, empowerment in pursuing long-term tourist sustainability in Vietnam (Trang, 2020)

CBT is a form of tourism business based on natural resources and local cultural characteristics to develop tourism In which, promoting the role of indigenous people in doing business, promoting the destination's image, and providing specific tourism services (VGP News, 2021) Vietnam aims to develop sustainable CBT with a focus on the project, contributing to the preservation and promotion of traditional values, especially the cultural identity of ethnic minorities contribute to improving the quality

of people's cultural, spiritual and material life, and at the same time change the perception of livelihood for sustainable poverty reduction (VGP News, 2021)

In the Vietnam context, five categories impact CBT performance from the villagers' perspective, namely the socio-cultural, economic, environmental, infrastructural, organizational or political, and geographical factors (Le et al., 2016) They also found

Chapter 2 Literature Review

out in their research results that “traditional cultures and beautiful scenery are the main facilitators of community - based tourists because of their attractiveness to visitors” CBT have been classified as destinations, destination marketing concepts may be used

to establish marketing strategies, position or reposition their market offering, and evaluate their customer base (Paker and Vural, 2015)

Furthermore, there are many successful models of CBT in our country The Northwest mountainous region has a large number of ethnic minorities living in Lao Cai, Ha Giang, Hoa Binh, and Quang Ninh; some central provinces such as Nghe An, Quang Binh, Quang Nam, Binh Dinh; Central Highlands provinces such as Dak Lak, Dak Nong, Gia Lai, Kon Tum; Southern provinces such as Can Tho, Dong Thap, An Giang, Kien Giang and many other localities have had many good and highly effective community-based tourism models These models promote the local cultural strengths of the communities and natural landscapes and contribute to poverty reduction and improvement of the lives

of many local people (Đính, 2021) Those results showed that CBT is a type of tourism that is trending enormously today Vietnam (Đính, 2021) To develop CBT properly, effectively, and sustainably, it is vital to research, learn from domestic and foreign experiences, and perform customer segmentation problems to promote Vietnam's tourism to develop more

2.3 PREVIOUS STUDIES

2.3.1 Customer segmentation for marinas: Evaluating marinas as destinations (Paker and Vural, 2015)

This study aims to undertake a benefit segmentation approach to marinas as destinations

to discover current market segments based on yachters' expectations This research also showed the Pull and Push factors in tourism segmentation for marians located on Turkey's Aegean coast in 2014

The authors also recommended that the same research may be carried out in other parts

of the world to determine differences and conduct a comparative analysis between nations or well-known tourism areas Therefore, the author would base on their questionnaires to develop the Push and Pull factors to do the market segmentation in CBT in Vietnam

Expectations from CBT (Pull factors) from the market segmentation of coastal tourism and the motivations for traveling to marinas (Push factors) from the market segmentation of coastal tourism are showed in Table 2.1 below:

Chapter 2 Literature Review

Table 2 1 Push and Pull factors for traveling to marinas in Turkey

Service

- Attitudes of staff toward marina customers

- Cleanliness and hygiene conditions

- Located nearby the city center

- Easy access to the destination

- Easy access to the marina

- Closeness to airport

Touristic

Attractiveness

- Closeness to other attractive destinations

- Closeness to transit or trip routes

- Cultural and historical resources in the destination involved

Local Culture

- Unique and interesting culture of local people

- Similar culture of local residence

- Attitudes of local community toward touritsts

Entertainment

- Events

- Individual activity opportunities

- Beaches for swimming and sun tanning

Supportive Elements

- Accommodation facilities

- Information and tourist service

- Having appropriate social environment for yacht crews

Chapter 2 Literature Review

Social

- Meeting people with similar interest

- Developing close friendship

- Self-esteem and social recognition

- Meet different cultures and lifestyle

- Being free to act as one feels

- Escape from routine

- Health and fitness

Source: Paker and Vural, 2015

Secondary data of Push – Pull factors to travelling to marinas was collected during the qualitative stage of this study through unstructured interviews with six marina experts

at conferences and seminars on marine tourism and marinas held in 2014 About 50 marina characteristics and 35 individual motivation items were listed as inputs for questionnaire items due to these data gathering techniques, and they were submitted with their observation frequencies to 8 researchers investigating maritime tourism The experts suggested eliminating or combining some items After the data process, the 38 marina selection variables (Pull factors) and 12 individual motivation variables (Push factors) were selected for the final questionnaires The author would use the above elements for the measurement scale to segment CBT customer in this thesis

After conducting questionnaires for 261 yachters of seven marinas located on Turkey's Aegean coast, Parker and Vural concluded there are five clusters profiling based on their individual motivations to travel: Touristic attractiveness - oriented cluster; Socially oriented – cluster; Service & prestige - oriented cluster; Supportive facilities - oriented cluster;Indifferent cluster

Summary of the research of Paker and Vural (2015), the findings of the study revealed that marina yachter customers do not share a common set of market characteristics; instead, they are divided into five main segments In terms of push factors, the members

of each segment represent various demographic characteristics and expectations

The above measurement scale can be used in the segmentation research for the CBT in Vietnam The author inherented 28 Pull items and 12 Push items to segment Ho Chi Minh inhabitants using above Push-Pull factors to segment the Vietnam CBT market from Ho Chi City travellers in Two-Step Clustering Additionally, the two tables of Push – Pull factors have straightforward questions for respondents to answer that the measurement scale of this thesis can be developed

Chapter 2 Literature Review

2.3.2 Market segmentation based on the environmentally responsible behaviors of community‐based tourists: Evidence from Taiwan's community‐based destinations (Lee and Jan, 2018)

The purpose of this study is to determine the characteristics of CBT based on their ecologically responsible activities (ERB), as well as to examine marketing and management techniques for long-term community tourism The findings of this study efficiently identify the ERB spectrum of CBT at various phases of CBT based development and analyze profiles and market segmentation based on ERBs

According to the research, Taiwan’s CBT may divid into four categories depending on their ERBs: low-ERB tourists, high-ERB visitors, civil action and sustainable tourists, and multi-ERB tourists, The conclusions of this work may help elucidate visitors' use

of ERBs and develop various CBT management strategies

The socio-demographic variables that the study wanted to explore for tourism customers, are illustrated in Table 2.3:

Table 2 2 Socio-demographic variables from Taiwan’s CBT

Gender Male Female

Marital status Single Married

Age (years old)

18–20 21–30 31–40 41–50 51–60 Over 61

Educational level

Junior high school and below High school diploma

University or college Graduate school

Occupation

Office or teacher Agriculturist, farmer, fisherman Laborer

Service industry Housewife Retired

Chapter 2 Literature Review

Student Others

Monthly income (NT$)

≦ 20,000 20,001 - 40,000 40,001 - 60,000 60,001 - 80,000 80,001 - 100,000

≧ 100,001

Source: Lee and Jan, 2018

Summary of the study of Lee and Jan (2018), the ERBs of Taiwanese community-based visitors are categorized along an ERB spectrum, according to this study To accommodate the varying interests of community-based tourists, community-based managers should offer a variety of experience activities Because visitors' ERBs fluctuate between development phases, the analytical findings show that sustainable CBT might be achieved by employing different managerial implications at different periods The findings of this study efficiently identify the ERB spectrum of CBT at various phases of CBT development and analyze profiles and market segmentation based on ERBs

2.3.3 Market Segmentation in the Decision Making Process in Tourism (Vinerean, 2014)

The goal of this study is to create a segmentation of tourists who buy tourism services based on unique behavioral characteristics This research also included studying the behavior of current and potential consumers who purchase travel services in relation to

a variety of variables in order to determine distinct consumption patterns

Table 2 3 Tourism sources of information

Chapter 2 Literature Review

The study implicated that the tourist decision-making process is highly complicated, and

it is impacted by various elements and several decisions, all of which are influenced directly by motivators, determinants, and segmentation criteria Segmentation separates the population into subgroups based on their purchasing preferences Every person in the subgroup appears to be influenced by a variety of factors, which may be divided into four categories: demographic (age, sex, religion, family status), geographical (region, countries, population), psychographic (lifestyle, personality), and behavioristic (relationship between the tourist and the product- benefits, advantages that a customer expects to receive from a product)

2.4 Summary of Chapter 2

In this second chapter, the concepts of CBT and the Push-Pull theory have been fulfilled for defining the variables of the segmentation research In addition, the previous studies are also crucial for conducting the research that the author literally inspired

To sum up, the author would inherit the information of above previous studies, all of them are shown in Table 2 4

Chapter 2 Literature Review

Table 2 4 Summary of Previous Studies

Lee and Jan,

2018 Demographic variables

The demographic variables are used to analyse Ho Chi Minh City travellers’ backgrounds deeply Also, that information is critical to understanding and describing segment results after the cluster processes Moreover, demographic variables will

be revised for the Vietnam context in the designing measurement scales stage

Vinerean, 2014

Tourism information source

The researcher would use the tourism sources of information to describe the information access behavior of travellers in CBT customer segmentation to give recommendations for CBT managers to approach customers in the appropriate channels

Source: Summerized by the author

Chapter 3 Methodology

CHAPTER 3

METHODOLOGY

The research methodology is the core of the thesis, and it is described in detail in Chapter

3 in sections such as the tools for constructing the methodology, definitions for each of the key terms for respondent results, designs the research process and questionnaires measurement scales for the thesis, initial and pilot study, sample size, sampling methods, and final proposed segments of CBT customers

3.1 RESEARCH PROCESS

Following up on new crucial terms in the process, such as initial study, preliminary study, sampling method, and data analysis, would be described as the upper research process In chapters 1 and 2, the main phases, such as study objectives, literature reviews, and research model, are thoroughly addressed

Figure 3 1 Research Process

Source: Thọ, Đ (2011)

Stage 1 - Research Problem: The author showed the management problems of Vietnam

CBT situation after the Covid-19 pandemic, which is aiming for conducting the research The management problem detail showed the significant reasons for understanding tourism customers to plan appropriate marketing strategies to design the right kinds of CBT for target segments (Chapter 1)

Research Problem

Liturature Review

Research Design

Data Collection

Data Analysis

Conclusions and Limitations

Chapter 3 Methodology

Stage 2 - Liturature Review: The author collected definitions of CBT and explained

the Push-Pull theory that used to segment tourist customers’ motivations In addition, the previous research have been used as the reference for contributing the complete measurement scale

Stage 3 - Researh Design

The original measurement scales were inherited from previous studies (Table 2.4) This stage is critical for the author to revise all the measurement scale items of non-segmentation variables (demographic variables and tourism information source); and the segmentation variables (Push and Pull factors) to suit the Vietnam context

Qualitative pilot study: Revising the measurement scales by conducting in-depth

interviews with experts in the tourism field who have already experienced CBT services They can be travellers, CBT managers, tour guides, etc After ensuring that all inherited measurement scales’ factors were included and experts recommended the additional items, the adjusted questionnaires would be updated in the measurement scales for the Pilot study (APPENDIX A)

Pilot study: 20 non-probability observations to the preliminary assessment of the

measurement scale Those 20 respondents answer in the survey to ensure that every item

is clear and easy to understand The pilot study is conducted via Google Form, including the questionnaires After having the pilot study results, the author would check again if there is an unclear meaning of any item and do the final revision for the official measurement scales

Main study: The main quantitative study was conducted with an efficient sample size

to test and evaluate the measurement scales The survey was sent both offline (paper survey) and online (Google Form) for the target respondents, who are Ho Chi Minh City inhabitants, have CBT experience and having no age range limit

Stage 4 - Data Collection: The reliability of the measurement scales from the study for

forming the final questionnaires which these surveys are released for conducting the research survey from at least 254 respondents

Stage 5 - Data Analysis: Analyze all data that has been collected from stage 4 in SPSS

Software version 26 for the reliability and validity of the measurement scale The main step is to cluster CBT travellers and discuss the segmentation results

Stage 6 - Findings and Conclusions: Conclude the segments of Ho Chi Minh

inhabitants for Vietnamese CBT, then give the description for each segment Afterwards, giving limitations in the research

3.2 DATA COLLECTION

The study adopted a quantitative method to provide more outstanding empirical support

to the topic in question Firstly, the Push and Pull items in the questionnaires collected

by secondary data for implementation were gathered from the previous studies Secondary data has shown the background of the tourism industry market in both the global and individual countries Chapter 2 also provided definitions for the study topics and aid for the subtractions and exclusions of the independent variables Mainly, the secondary data have been collected from Google Scholar to enhance the information's

Chapter 3 Methodology

reliability In addition, the terms of Internet references and manual reading references have been put to the references section for easy tracking online Authors of articles and journals on related topics are often cited as data sources

The second phase consists of in-depth interviews based on the three previous studies of Paker and Vural (2015) The objective of conducting in-depth interviews with experts

is to revise 41 items in the questionnaires with Push-Pull items, and they would give some recommendation to add, keep, or reject the item to suit Vietnamese tourism customers and the context of CBT in Vietnam The second phase consists of a pilot study to test the understanding of meaning and suitability for each factor and measurement scales questionnaires and to determine if the proposed statistical analysis

is appropriate for the data set And the final phrase is conducting the survey for objective respondents

Measurement Scale inspired from previous theoretical studies

The indicators for the draft measurement scales section were taken from various past studies, and those measurement scales were thoroughly tested on the hypothesis testing

of their study papers

The questions and measurement scales have been collected from the previous studies,

as the researcher mentioned above Those items are translated and corrected to suit the context in Vietnam Nevertheless, the below measurement scales have to be tested through in-depth interviews by experts and a pilot study to be completed before it is sent

to the respondents of this research, who are Ho Chi Minh City inhabitants

The survey includes two types of variables: (1) non-segmentation variables, which

include the socio-demographic and tourist sources of information, were utilized for the overall description and evaluation of the differences between the generated clusters after

the data analysis process; (2) segmentation variables contain the expectations from CBT

(Pull factors) and the motivations for travelling to those community places (Push factors)

The in-depth interview was chosen to recheck the measurement scales and deeply research the respondents' demographics Despite the fact that the results for each responder may be different, the in-depth interview approach is suitable for low-cost and time-saving situations for the research

The respondents of the in-depth interview are experts who are Ho Chi Minh City residents and having CBT experience

There are two sections to the interview The author would begin by introducing the topic and the reasons for undertaking the research Some open-ended questions were asked in order to determine the relevant factors impacting motivation to use CBT for their

Chapter 3 Methodology

destination After the open-ended questions have been answered, the variables that were created as the hypothesis model in chapter 2 were mentioned for the respondents to comment on Finally, the in-depth interview results are combined with the measuring scales to create the valid questionnaires Furthermore, the suggested Push and Pull theory variables must be adequately demonstrated and described to experts, and the author must gather their comments and decide to add or subtract improper components

in the consideration part

List of in-depth interviewees

Table 3 1 List of in-depth interviewees

2 Đèo Khắc

Tim

28 Male

- Office worker in HCMC

- Thai ethnicity

- Lived in the Thai community

in Da Lat City

- Frequency of tourism travelling: 3 - 4 times/year

4 Trần Trung Kiên 41

Male

Tour guide;

Marketing – Advertising in SaPa

- Tour guide in Lai Chau Province

- Have cultural exchange experience with many communities both inside and outside Vietnam

- Interested in Adventure CBT’s trips

5 Đặng Nguyễn

Quỳnh Lam

17 Female

Chapter 3 Methodology

6 Chẻo Thị Thanh 34

Female

- Tour guide freelancer in Sin Ho Province

- Dao ethnicity

- Freelancer tour guide and having homestay business in Sin Suoi Ho

- Currently living with Dao ethnicity community

Source: Collected by the author

In this preliminary study, the author interviewed six experts to ask them about their motivations for choosing CBT to travel The author noted all the suggested factors and then checked if they had been included in the inherited measurement scales or not, then decided to put them into the pilot study in the next stage They also gave recommendations to change and delete some Push and Pull items Detailed information

is shown in APPENDIX A Before conducting this interview, the author altered some items to suit the context of Vietnam CBT and would use those variables to ask experts for in-depth interviews for a consultation to revise draft questionnaires After having experts' recommendations, the measurement scales should be revised in order to be helpful in the main study, which respondents are easier to understand and enrich the reliability of the study The author also translated Vietnamese questionnaires for the respondents Additionally, some of the indicators may be removed because their meaning is unsuitable for use in Vietnam, which has confused the interviewees

After taking interviews profoundly and individually, the indicators should be revised Some indicators confused interviewees, which should be dismissed or suitably adjusted for use in the main study The item “Beaches for swimming and sun tanning” will be changed into “Sports activities” for the same outdoor activities in CBT’s communities instead of marinas The “Sports activities” were suggested in You & et al (2000) study

as one of the essential benefits of Pull factors Same as item “5 gold anchors”, it is the special awards for marina destination; therefore, the author decided to change it to

“Awards in tourism destinations” because it would have the meaning of the CBT destinations have awards in the tourism market

On the other hand, “Having a well-equipped dry dock” is eliminated from the measurement scales due to its unmatched CBT situation This item is suited for the marina destination

The author demonstrated the adjustment in the questionnaires and removed the inappropriate indicator by considering the interviewees' comments and recommendations The paper and online survey were sent to 20 people in the pilot study section to see if they grasped the concept and the appropriate measurement scales for each item

3.4 PILOT STUDY

Following the respondents' completion of the questionnaires, 20 responses were gathered for the pilot research to assess the respondents' comprehension of the meaning and appropriateness of the items and measurement scales questions

Chapter 3 Methodology

After the indepth interviews and the pilot study, the author decided to eliminate the item

"Similar culture of local residence" because of the unclear meaning of the item and it could not be suitable for the concept of Vietnam CBT This item was recommended by interviewees in Parker and Vural's study (2015) of the marinas concept in Turkey, but they did not clearly explain this item's meaning Moreover, all the experts and respondents were not understand the meaning of this item in Vietnam CBT context

In addition, experts also recommended the "Nature scenery" was one of the essential factors that attracted them to choose CBT to experience Many definitions of Push-Pull Theories are included in this item; they are evidenced in the above literature chapter and

in Table 3.2

Table 3 2 Item: Nature Scenery

Nature scenery Pull factors Added to

- According to Caber & Albayrak (2016), the natural environment's appeal as well as the distinctive qualities may result in significant benefits for destinations

- According to Beckman (2013), the satisfaction dimension of engagement was significantly influenced by nature motivation

Source: Collected to the author

Therefore, the item "Nature scenery" was added to the Pull factors in the main measurement scale

3.5 MEASUREMENT SCALES

3.5.1 Questionnaires Design

The questionnaires were divided into three sections, each of which would be used to collect data for the main study Due to the difference in context and type of tourism, the author decided to identify the dimensions under 38 inherited Push itemts (28 variables) and Pull items (10 variables) of Paker and Vural (2015) and one additional item from experts’ recommendation (Nature scenery)

Part 1: The first part of the questionnaire consisted of several questions about the

respondents' tourism experience, especially CBT at the survey time These factors include the travel rate, the types of tourism they have experienced, the recent time they

travel CBT and their latest tourism partners

Part 2: The second part is also the major part of the questionnaire that helps survey the

importance of Push and Pull factors such as service, prestige, tourism attractiveness, etc., of CBT motivations to travellers Based on the factors suggested by Philip Kottler for the market segmentation problem, after preliminary research, 41 variables were included in the survey Furthermore, to measure these variables, instead of asking

"Yes/No" questions, this section is designed as a 5-level Linkert scale, from "Not

Chapter 3 Methodology

important - 1" to "Very important - 5", in which "3 - Normal" This Likert scale will help respondents to express their opinions more specifically

Part 3: This section includes 08 demographic questions Based on the data of this part

after conducting cluster analysis, the author would understand the characteristic of each segment The objectives of this part are to have an overview of characteristics such as gender, age, monthly income, marriage status, education level, occupation and tourism information that the respondents access After the segmentation process, those data are used to describe the characteristics of each segment

In this stage questionnaire design stage, the age range of respondents will be revised based on the generation marketing results of Williams and Page (2011), with 04 main generations in this day of age, the gen X, Y, Z and Alpha (α) The reason for dividing into four age ranges is that it is easy to collect the sample size ratio as the ratio of the population of Ho Chi Minh City The most important reason is that individuals in one generational group have the exact distinctive requirements and characteristics, with a generation being a group of people born and living around the same period On the other hand, the monthly income will be divided based on the average monthly salary of office worker that have been collected and summaried by Vietnamsalary (2022)

Moreover, because of each country's different contexts of type of tourism and social culture, this study would use the Principal Axis Factoring to re-structure the Push and Pull factors compared to 7 Pull factors and 3 Push factors from the study of Paker and Vural (2015) This principal axis analysis rotates principal components to discover cluster structure more effectively, with rotation based on a second spectral decomposition identifying preferred axes in sphered data (Critchley, et al.,2008) Thus,

3 Push (Social, Adventure and Freedom) and 7 Pull factors (Service, Prestige, Accessibilities, Tourist Attractivenes, Local Culture, Entertainment and Supportive Elements) which are original results data in the previous study from market segmentation in Turkey’s marina will be restructured for new factors in this study

3.5.2 Official measurement scales

Within the ragne of the thesis "Market Segmentation Ho Chi Minh City Inhabitants Based On Push-Pull Theory For Vietnam Community-Based Tourism", geographical factors as well as some variables about religion, race, country, etc will be ignored

Table 3 3 Variables for market segmentation

Chapter 3 Methodology

Monthly income (VND) Thu nhập trung bình của 1 tháng

Tourism information source Nguồn thông tin thường tiếp cận về du lịch

GENERAL INFORMATION

Type of tourism that respondents usually

Frequency of travelling (before Covid-19

pandemic)

Tần suất đi du lịch (trước thời kì 19)

Covid-Source: Collected by the author

Table 3 4 Official Measurement Scale

Source Code English factors from original

measurement scales

Vietnamese translated and revised (Official Measurement Scale)

X3 Safety Sự an toàn tại điểm đến (Hoả hoạn, động vật hoang dã, v.v)

X4 Environmental friendliness Sự thân thiện với môi trường ở địa điểm du lịch

X5 Price policy Chi phí, giá cả dành cho

chuyến du lịch

X6 Weather condition Điều kiện thời tiết tại địa điểm du lịch (Sức gió, nhiệt độ, v.v)

X7 Attitudes of staff toward CBT

X10 Being luxurious Cảm nhận không khí sang trọng ở điểm đến

X11 Image and popularity of the CBT destinations Hình ảnh và mức độ nổi tiếng của địa điểm du lịch

X13 Located nearby the city center Điểm đến toạ lạc gần trung tâm thành phố

X14 Easy access to the destination Dễ dàng di chuyển đến điểm

đến

X15 Easy access to the community Dễ tiếp cận được với cộng đồng địa phương

X16

Closeness to station Địa điểm du lịch gần các trạm

giao thông (sân bay, ga tàu, nhà

X18 Closeness to transit or trip routes Điểm du lịch gần các tuyến đường chuyển tuyến giữa các

phương tiện giao thông

X19 Cultural and historical resources in the destination

involved

Bản sắc văn hoá và lịch sử tại địa điểm du lịch

X20 Unique and interesting culture of local people Văn hóa độc đáo và thú vị của người dân địa phương

X21 Attitudes of local community toward tourist Thái độ của người dân địa phương đối với du khách

đấu, lễ hội, v.v) tại địa phương

X23 Individual activity opportunities Có cơ hội tham gia các hoạt động giải trí cá nhân (Làm đồ

thủ công, v.v) tại địa phương

Accommodation facilities Cơ sở vật chất của nơi ở, nơi

dừng chân (Nhà chòi, nhà dân, nhà nghỉ, v.v) ở điểm đến

X26 Information and tourist service Thông tin về dịch vụ du lịch được cung cấp rõ ràng

Y32 Meet different cultures and

lifestyle

Gặp gỡ nhiều nền văn hóa và lối sống khác nhau

Y33 Spending time with family and friends Dành thời gian cho gia đình và bạn bè

Y34 Adventure seeking Tìm kiếm sự phiêu lưu, khám phá

Y35 Novelty seeking Tìm kiếm sự mới lạ, trải nghiệm mới

Y37 Being free to act as one feels Được thoải mái, tự do là chính bản thân mình

Y38 Escape from routine Thoát khỏi vòng xoáy bận rộn

của cuộc sống, công việc

Y39 Health and fitness Được rèn luyện sức khỏe thể chất

Source: Summarized by the author

Exploratory Factor Analysis (EFA) was used to build the sample size for the testing in terms of sample size The sample size formula that was tested in research hypotheses for the EFA is:

(Comrey, 1973) Whereas: n = sample size

of the summited answer survey

n = 5*m

n = 5*39

Chapter 3 Methodology

probability Accordingly, the sample structure must satisfy the gender balance percentage: 50% male and 50% female Because of the encouragement of the government in developing domestic tourism, especially CBT in the present time with the familiarity to the topic, the study population is chosen as the Ho Chi Minh City residents, who have been living in Ho Chi Minh City (having permanent residence or temporary residence), and having CBT experience

The sampling stage was carried out from March 21 to April 2021

3.7 DATA ANALYSIS METHODOLOGY

Before using Cluster Analysis method to segment respondents, the author would check the validity, reliability and practicality of the measurement scale The data has been cleaned and put into SPSS Statistic software version 26 of is analyzed according to the following stages:

3.7.1 Reliability analysis – Cronbach’s Alpha

Cronbach’s Alpha measures internal consistency, and it is regarded as a coefficient of reliability The acceptably reliable measurement scales have the Cronbach’s Alpha ranges from 0.7 to 0.8 If Cronbach’s Alpha ≥ 0.7 is an acceptable scale in terms of reliability Furthermore, the variables should be removed from the measurement scales when the corrected item-total correlation and coefficient are less than 0.3

3.7.2 Validity of the Questionnaire – Exploratory Factor Analysis (EFA)

The EFA is a set of related statistical analysis techniques used to reduce K variables into

a set of F (F < k) with significant factors The variables included in the analysis are not independent and dependent, but they are interdependent The EFA method is widely used in research to evaluate the primary measurement scales

A measurement scale is qualified when:

- Factors with eigenvalues ≥ 1.0

- The cumulative percentage of variance extracted by the factors should account for at least 50% of the variance

- Factor loading > 0.3

- Kaiser – Meyer – Olkin measure of sampling adequacy (KMO) is a factor analysis indicator used to determine whether EFA is appropriate To evaluate EFA, the KMO must be greater or equal to 0.5 The better acceptably accurate measurement scales have the KMO ranges from 0.7 to 0.8

In addition, an item is eliminated when (1) Factor loading < 0.5 and (2) Cross-loading

on multiple factors: | Fx1 – Fx2 | ≤ 0.3

The Principal Axis Factoring method analyses and extracts Push and Pull factors from the original correlation matrix These factor loadings are utilized to calculate new communalities (or structure new factors) in the diagonal, replacing the prior communality estimations (original factors from inherited items)

Chapter 3 Methodology

Additionally, factors were rotated using Oplique Rotation, Promax technique, and those with eigenvalues greater than 1 were retained The Promax oblique rotation that allows for the correlation of variables Because this rotation is quicker than a direct oblimin rotation, it is advantageous for large datasets

3.7.3 Two-Step Clustering

The ability to handle continuous and categorical variables is provided by Two-Step clustering As a result, this model can only be used to solve a specific scenario of mixed-type data

Step 1: Pre-clustering of cases For the following stage, the goal is to generate a new data matrix with fewer cases The calculated pre-clusters and their properties (cluster features) by the Hierarchical results in the previous step are employed as fresh examples

to achieve this goal

Step 2: Clustering of cases The pre-clusters are combined one by one until there is only one cluster

The number of clusters can be calculated automatically By using the “Cluster membership assignment”, each item is deterministically assigned to the nearest cluster Finally, the “Output” allows to test the influence of the variables on the classification statistically and to compute confidence levels

3.7.4 One-way ANOVA

The one-way analysis of variance (ANOVA) is performed to see if there are any statistically significant differences in the means of three or more unrelated groups (Kent State University, n.d.)

After having the results of two segments, put 05 Push and Pull factors in the dependent lists, and 2 clusters of Two-Step Clustering in the Factor to analyse In this method, the author used the Post Hoc multiple comparations and the Tukey test to identify variables that differed substantially

3.7.5 Chi-Square Test

The Chi-Square Test of independence analyzes whether categorical variables are associated (i.e., whether the variables are independent or related) It is a test that is not parametric (Kent State University, n.d.)

The author used the Chi-Square test with Phi and Cramer’s V nominal to see if the factors in each segment are distinct by the Sig index less than 5%

Chapter 3 Methodology

make it easier for respondents to do and review the survey The number of questionnaires in the survey is 52 (39 measurement scales Lirkert; 05 questions about general information and 08 questions about the demographic characteristics) The author had to release a survey of at least 254 respondents for conducting the research In addition, the majority of data was conducted through the survey, and the rest was optimized through the initial study by doing in-depth interviews with the experts in the CBT industry The survey's result would be analyzed through some of the critical concepts of statistics such as reliability, EFA analysis and Two-Step Clustering that IBM SPSS Statistic version 26 software should be used efficiently and effectively