Tourism аnd lеisurе mаnаgеmеnt

1.2 Research Objective The objective of this research is to find out the factors that influence foreign tourists' intention to travel in Vietnam, thereby proposing some solutions to help

Whаt should Viеtnаm do to аttrаct

morе tourist to rеturn?

BАCHЕLOR PАPЕR I

Progrеss rеport 1 [ X ] BА Pаpеr 1 [ ]

submittеd аt thе IMC Fаchhochschulе Krеms

(Univеrsity of Аppliеd Sciеncеs)

Bаchеlor Progrаmmе

“Tourism аnd Lеisurе Mаnаgеmеnt”

by Phung Thi Thu Phuong

Spеciаlizаtion: Dеstinаtion Mаnаgеmеnt/ Mаrkеting

Supеrvisor: Phаn Khoа Diеm

Submittеd on: 10/6/2020

CHAPTER 1: INTRODUCTION

1.1 Bаckground situаtion

According to Den Hertog (2010), tourism marketing is an important and dynamic sector in the global economy In addition, these industries are also the main sources of income, employment and wealth creation In developed countries, recent documents also explain in detail the benefits of destination brand strategy for building national image Morgan (2010) stressed that it plays a particularly important role in developing countries The growth of tourism does not affect activities directly related to tourism, but affects investment, government, domestically produced products and the overall image of the country In addition, as argued by O 'Neill (1994), the country's efforts to brand destinations are influenced by tourism content, which ultimately determines who

to publicize and how to publicize a destination As Morgan (2010) said, in the current travel materials, image promotion aimed at bringing a positive view of a country has become the main research area, because it has been regarded as complementary to domestic policies and an integral part of the economy

Viеtnаm hаs grеаt potеntiаl to dеvеlop tourism bеcаusе it is fаvorеd by nаturе with fаvorаblе gеogrаphicаl locаtion, climаtе аnd nаturаl conditions , including ovеr 125 bеаchеs Viеtnаm is proud to bе in thе top of 12 countriеs for most bеаutiful bаys in thе world Viеtnаm Nаm hаs morе thаn 3,000 scеnic аnd historic sitеs listеd аs hеritаgе countriеs аnd is homе to еight World Hеritаgе Sitеs clаssifiеd by thе UNЕSCO (Complеx of Huе Monumеnts, Hа Long Bаy, Hoi Аn Аnciеnt Town, My Son Sаnctuаry, Phong Nhа-Kе Bаng Nаtionаl Pаrk, Cеntrаl Sеctor of thе Impеriаl Citаdеl of Thаng Long-Hаnoi, Citаdеl of thе Ho Dynаsty, Trаng Аn Lаndscаpе Complеx)

Аctuаlly, Аs rеportеd by Viеtnаm Nаtionаl Аdministrаtion of Tourist, in compаrеd to

2016 thе numbеr of intеrnаtionаl tourist visting thе country hаs incrеаsеd by 28% to 13 millions pеoplе in 2017 Аnd аmong thеsе, thе numbеr of rеpаtеd tourists аccountеd for 40.4% which is nеаrly 10% highеr of thе smае cаtеgory in 2014 Thеsе figurеs do not dеclinе аnd hаvе thе trеnd of incrеsing ovеr thе yеаr, 2018 is аn rеmаrkаblе еxаmplе Thе Pаcific Аsiа Tаvеl Аssociаtion (PАTА), howеvеr, sаy othеrwisе, including thе

intеrnаtionаl аnd domеstic cаtеgoriеs, only 13% of thеm cаmе to thе sаmе tourism dеstinаtion for thе third timеs, аnd only 24% cаmе twicе, if countеd only intеrnаtinаl vistors only 6% of thеm would mаkе а sеcond visit To put this nеxt to our nеighbor -Thаilаnd, thеir figurе is аbout 14 timеs highеr thаn ours which is аbout 82% for rеturning visitors Or Singаporе is аnthothеr еxcеllеnt еxаmplе with 89% of rеturing visitors

Bеing а young industry with countlеss аmount of compеttion, tourism hаs to dеаl with sеvеrаl chаllеngеs аnd difficultiеs In ordеr to solvе thеsе problеms it is vitаl to look for аn idеа to аttrаct morе rеpеаtаtion of tourits' vistits With this mеthod wе cаn mаkе full usе of thе wondеrful scеnеry аnd lаndscаpе еxisting in Viеtnаm

Bеsidеs thе аchiеvеd rеsults, Viеtnаm's tourism industry still fаcеs mаny difficultiеs аnd chаllеngеs In thе еаrly stаgеs of dеvеlopmеnt, thе stаrting point of Viеtnаm's tourism is too low compаrеd to othеr countriеs in thе rеgion Thе tourism potеntiаl hаs not bееn fully еxploitеd

Thе compеtitivеnеss of Viеtnаm's tourism is limitеd duе to thе intеnsе compеtition of tourism in thе rеgion аnd thе world Profеssionаlism whеn building tourism products, promotion hаvе not bееn improvеd Viеtnаm's tourism products аrе still slow to innovаtе, poor, monotonous, lеss crеаtivе аnd still ovеrlаpping rеgions

Аdvеrtising promotion is аlso limitеd, unprofеssionаl аnd inеffеctivе Spеcificаlly, Viеtnаm’s tourism industry just stops to promotе thе gеnеrаl imаgе, not crеаting а rеsonаncе аnd а spеcific аttrаction for еаch tourism product аnd brаnd Stаtе invеstmеnt

is limitеd which hаs not crеаtеd а stimulus еffеct

1.2 Research Objective

The objective of this research is to find out the factors that influence foreign tourists' intention to travel in Vietnam, thereby proposing some solutions to help Vietnam attract more Foreign tourists visiting Vietnam in the coming time

1.3 Research question

In order to complete the objectives of the proposed research, the research content needs to investigate, analyze and answer 02 specific research questions as follows: (1) What are factors affecting foreign visitors' intention to travel to Vietnam?

(2) Whаt should Viеtnаm do to аttrаct morе tourist to rеturn Viеtnаm?

1.4 Rеsеаrch Design

The main research method used in this study is the quantitative research method Based on previous studies by researchers around the world on factors influencing tourist

intention to choose tourist destinations, the study will focus on building a proposed research model that includes factors affecting foreign tourists' intention to travel in Vietnam

After forming a proposed research model for the study, the author builds the questions as a scale for the influencing factors in the model and runs a test to evaluate the construction questionnaire appropriate and easy to understand or not After completing the test run, the author conducted a survey of foreign tourists who are currently traveling in Vietnam, and through the online survey tool, google form sends the survey form to some foreign tourists who have never visited Vietnam

1.5 Research structure

In addition to the acknowledgments, indexes, references and appendices, this research is divided into 05 main chapters as follows:

Chapter I: Introduction

In this chapter, research focuses on presenting research background, research objectives and questions In addition, the content of this chapter also mentions the research design and structure

Chapter II: Literature review

This chapter provides an overview of theoretical bases such as behavioral theory and

a synthesis of previous studies related to the factors that influence a tourist's intention to choose a tourist destination In this chapter, the author also gives a proposed research model for this research

Chapter III: Research Methodology

The content of this chapter presents the research method selected to conduct the research on this topic, build the questionnaire, survey sample size and the process of primary data collection

Chapter IV: Finding

In this chapter, the author focuses on analyzing the results collected from the questionnaire

Chapter V: Discussion аnd Conclusion

In this chapter, the author discusses the research results, answers the research questions posed in chapter 1 and concludes

CHAPTER II: LITERATURE REVIEW 2.1 Factors affecting tourist behavior

Collier (1989) explained that when an individual decides to visit his destination, there must be a purpose for him to do so According to the Supplement to World Trade Statistics Methodology (1978), the World Tourism Organization (WTO) has nine main types of visiting purposes The nine main purposes are vacation/leisure, business, health, study, tasks, meetings/meetings/meetings, visits to friends and family, religion and sports

Destinations are two types of tourists, vacationers and business travelers For business travelers, they often come to attend seminars, conferences, conferences and activities According to the degree to which they produce favorable images, they choose their destinations (Hakinson, 2004)

Christopher (1993) showed that many people regard leisure and vacation as time to get rid of normal living habits To do, to see, to experience some different things Travel has two determinants, namely, pull and push (Dann, 1977) According to tourism documents and in terms of tourism destination selection and decision-making process, tourism motivation involves the concept of push-pull factors (Lam&Hsu, 2005) Lam & Hsu (2005) analyzed that pulling factors are factors that affect your travel location, including invisible signs of specific destinations that attract people to realize specific travel experience needs, and driving factors are factors that make you want to travel, including cognitive processes and psychosocial motives that make people want to travel The conclusion is that apart from simple promotion, many people just want to change They don't want to stay in one place all the year round, they want to go to other places to see a doctor

Attracting tourists is a necessary factor for the successful development of tourist destinations Gunn (1972) regards them as "the first force and a milestone in the real fun and motivation of regional tourism" Attractions are designed to attract; They are the main motivation to visit destinations or resorts Tourists have changed their choice behavior from holiday resorts to psychological destinations They like to visit a place where they can learn more They are willing to pay more for their destination The fact is that tourists will not return to the same destination after arriving once Therefore, historical works, heritage and castles need to be reevaluated to attract

tourists back Good environment and atmosphere and good service are necessary to maintain a sustainable destination As Gupta (1984) asserted, Ddu has become a way for people to express curiosity and satisfy curiosity

2.2 Image of destination

Clumpton's research (1979) defines' image 'as a person's beliefs, ideals, emotions, expectations and impressions of a place The 'pictures' of the place are taken from personal experiences or secondary sources of information including personal conversations or mass media Gunn (1989) believes that if the destination progresses

on two levels, an "organic image" and a "touch image" Organic images are transmitted through and in the discourse of educational media, electronic media or mass media and publishing organizations Image Creation 'is an institutional image, but derives from events, symbols and advertisements generated by national tourism organizations Therefore, slogans, events, symbols and advertisements are specially produced by state tourism organizations to distinguish countries in the international tourism market From Hankinson (2004), image distribution can be classified into two subsets: functional/tangible attributes and symbolic/intangible attributes

For destination marketers, perhaps the most important aspect of image is its influence in tourism behavior According to Leisen (2001), the basic consumer behavior theory suggests that consumers make product selection decisions according

to their different brand formation Residents can influence tourists' perception because they are the source of tourists' information The image of the destination varies from person to person Different people will have different images of the same product The image they acquire is based on their own background, such as their country of origin, educational background and tourism experience (Reynolds, 1965) The image of the destination can be shaped by residents, who can actively or negatively shape tourists' image of their hometown area by playing their own roles Comparatively speaking, destinations with a long political/social history or cultural heritage are likely to have formed a strong positive image (Hankinson, 2004) In addition, potential tourists learn about the world from the media and literature Most importantly, they learn from TV and companies, which provide powerful site pictures Historic cities have attracted many people, from Florence and Venice in Italy to small cities such as Bath, Chester

and York in Britain According to Law (1993), some places are well preserved and become representatives of urban history or landscape

As Beerli & Martin (2004) analyzed, the destination image can be divided into nine (9) dimensions, which are natural resources, tourists' leisure and entertainment, natural environment, general infrastructure, culture, history and art, social environment, tourists' infrastructure, politics, economy and atmosphere factors Penang has proved to be a successful destination because it provides all nine dimensions Contributing factors to the attraction of tourist destinations are scenic spots (scenery/natural resources, climate, culture, food, history, race, and personality) Facilities and services (accommodation, airports, public transport/railway stations, sports, recreation, shopping centres and catering facilities), infrastructure (water supply systems, communication networks, health care, power supply, sewage areas, streets/highways and safety systems), hospitality (friendly, useful and responsive capacity) and costs (value for money, accommodation, food and beverage prices, transportation prices and shopping prices) (Kozak & Rimmington, 1998)

2.3 Factors Affecting Destination Selection Decision

When travelers receive better education and better understand a tourist destination, it will open up new choices and provide new opportunities for unique experiences With so many tourist destinations publicized to the world and so many competitive destinations, tourists can make their own choices according to the limitations of money and time (Mohsin, 2004) Many factors will affect the decision-making E.g Prideaux (1999); Gunn (1972); Dan (1977); Martin & Witt (1988) pointed out that the factors that affect the attraction of tourists are the quality, management and environmental quality of the destination, traffic management such as local traffic, and safety Safety and culture of the destination; The image of the destination, the purpose of tourists related to the destination products, the public services provided and the travel expenses

What makes a city an interesting place to visit? "According to the International Dragon Forest Survey, tourists are advised to want something unique and interesting, something popular and entertaining, including cultural attractions and tourist attractions Tourists rely on these factors to determine the destination they want to go

to According to Law (1993), secondary factors including hotels, shopping facilities,

restaurants, pubs, taverns and other forms of entertainment can be considered by tourists Environmental quality will become the main factor for tourists to decide their destination Environmental quality refers to the quality of the natural characteristics of the destination that may be deteriorated by human activities Natural features such as beautiful scenery, natural hydrological structure, clean water and fresh air may be polluted and lose attraction Pizam (1991) asserts that the quality of natural attractions

is part of the quality destination If the environment is in a low-quality destination, tourists will stay away from it The quality of the destination has a strong influence on the choice of vacation destination Therefore, it is necessary to manage the environmental quality of the destination until a high-quality environment can be provided Tourism research shows that transportation and destination are interrelated Traffic will affect tourists visiting the destination According to Prideaux (1999), transportation refers to the activities and interactions between transportation modes, modes and ports that support tourist resorts in terms of passenger and cargo flows to and from destinations and the provision of transportation services Provide transportation connections in tourism development zones

There are some tasks in the transportation system that we should not neglect This includes providing transportation services from tourists' homes to stations; Provide safe, comfortable, competitive price and fast service; Providing transportation services at the destination; Providing freight services to tourist destinations (Prideaux, 1999) Therefore, travel expenses become a factor when tourists make decisions about the destination they want to go to (Martin & Witt, 1988) The destination provides high-end transportation services and will attract many tourists Transportation is an important factor in accessibility Identifying and investing in appropriate transport infrastructure will be a destination for development For a destination, there are ten (10) attractive factors, namely, natural characteristics, climate, cultural and social characteristics, general infrastructure, basic service infrastructure, tourism superstructure, transportation and transportation, attitudes towards travel costs/prices, economic and social relations and uniqueness, such as unique religious or geographical centers (Mihalic, 1999) Calgary tourism competitiveness model assumes that price is

a factor of competitiveness, and there is a close relationship between quality and different levels of price Travelers are not willing to exchange lower costs for lower

environmental quality and are willing to pay more for a better environment Finally, international tourism circulation is often considered to be caused by the push-pull factors in demand (generation) and supply (attraction) The driving factors are formed

by tourists' personal disposable income, tourism demand, tourism motivation, formal

or informal commitment to regulate tourism behavior, marketing-oriented tourism information disclosure, etc Theoretically, the demand generated by these ‘push’ factors can be met by a series of tourist destinations with specific budgets (Blank, 1989)

2.4 Research model and research hypothesis

Figure 1 Research model

According to Leisen (2001), the basic consumer behavior theory suggests that consumers make product selection decisions according to their different brand formation Residents can influence tourists' perception because they are the source of tourists' information Hereby, author proposed the first hypothesis for the research is:

H1: Image of destination has a positive impact on the decisions of tourists to travel to Vietnam

Prideaux (1999); Gunn (1972); Dan (1977); Martin & Witt (1988) pointed out that the factors that affect the attraction of tourists are the quality, management and environmental quality of the destination, traffic management such as local traffic, and safety Safety and culture of the destination; The image of the destination, the purpose

of tourists related to the destination products, the public services provided and the travel expenses Author proposed the 2nd and 3rd hypotheses of research as follows:

H2: Travel cost has a positive impact on tourists' decisions to travel to Vietnam

H3: Safety of destination has a positive impact on the decisions of tourists to Vietnam

to travel

Pizam (1991) asserts that the quality of natural attractions is part of the quality destination If the environment is in a low-quality destination, tourists will stay away from it The quality of the destination has a strong influence on the choice of vacation destination Therefore, it is necessary to manage the environmental quality of the destination until a high-quality environment can be provided Therefore, author proposed the 4th hypothesis of research as follows:

H4: Quality of destination has a positive impact on a tourist's decision to travel to Vietnam

According Prideaux (1999) the destination provides high-end transportation services and will attract many tourists Transportation is an important factor in accessibility Identifying and investing in appropriate transport infrastructure will be a destination for development On that basis, the 5th hypothesis of research is formed

H5: Transport Service positively impacts tourists' decision to travel to Vietnam