Nghiên cứu chuỗi cung ứng dịch vụ du lịch tại vùng đồng bằng sông hồng và duyên hải bông bắc việt nam TT TIENG ANH

In particular, so far, studies related to the tourism supply chain havenot been in-depth and clarified, especially in the Red River Delta andNortheast Coast of Vietnam.Therefore, studyin

THUONGMAI UNIVERSITY

-DO MINH PHUONG

RESEARCH ON TOURISM SUPPLY CHAIN

IN THE RED RIVER DELTA AND NORTHEAST COAST VIET NAM

Major : Business Administration

A SUMMARY OF PHD DISSERTATION IN ECONOMICS

Hanoi, 2021

Scientific instructors: 1 Assoc Prof Dr Nguyen Viet Thai

2 Assoc Prof Dr Vu Duc Minh

The dissertation will be defended to be held in Thuongmai University

At , date month year 2021

Search for the dissertation available at:

National Library and Thuongmai University’s library

In fact, the world's competitive arena is shifting from the way

"business competes with business" to "supply chain competes withsupply chain" Therefore, the existence of any business today, no longerdepends only on its ability to compete, but on its ability to cooperate andparticipate in its own supply chain The previously seeminglyindependent relationship between organizations in the supply chain ischanged by the interdependence between the members of the chain.Requires seizing and taking advantage of development opportunities byimplementing supply chain management It is for this reason that theneed for supply chain management has arisen

Faced with global competitive pressure, each country, region,locality and business that wants to develop tourism must synchronouslysolve the problems of resources, transaction costs, business capital, andbrand names , marketing to improve market development efforts andcompete to attract customers One of the suitable solutions to solve theabove problems is to study and improve the performance of the supplychain of tourism services Because, in today's fierce competition, whenthe needs of tourists are increasing, the ability to replace and supplementtourism products is increasing, the requirements for countries, regions,localities and for each business must constantly develop the ability toprovide tourism services, improve the quality of tourism products Thisalso means that countries, regions, localities and businesses mustsimultaneously invest resources, to improve their competitiveness toattract tourists by improving supply chain operations in the tourismsupply chain - a solution that can be assessed as long-term andsustainable

Previous studies have only focused on one or a few single factorsaffecting supply chain performance such as the relationship betweenmembers, but lack of integrated research on factors that have an effect.impact on supply chain performance in the tourism supply chain Inparticular, there is a lack of research on factors affecting supply chainperformance in the tourism supply chain Therefore, the integratedassessment of factors affecting supply chain performance of the tourismsupply chain meets the theoretical requirements.

- About practice

In recent years, Vietnam's tourism industry has made progress andachieved remarkable achievements In 2019, Vietnam welcomed morethan 18 million international visitors (up 16.2% compared to 2018),served 85 million domestic visitors, total revenue reached about 720,000billion VND However, Vietnam's tourism industry in general andtourism in the Red River Delta and Northeast Coast in particular stillhave some limitations related to fragmented development and lack oflinkages between businesses industry in the industry From researches ontourism development in the world, it is necessary to have awareness,participation and implementation of activities to link the relationships ofsupply chain participants such as supply chain suppliers tourism, travelbusinesses, travel agents so that they can see the importance of eachmember when joining the chain, the benefits of members when joiningthe chain and the relationship to the results chain operations.Businessesare always faced with finding new ways to satisfy visitors with fixedadministrative costs The competitiveness of a business can be improvedthrough various ways such as improving the quality of products andservices; offer promotions and after-sales programs to improve customersatisfaction and satisfaction but these methods are often carried outindividually in each business, so the effectiveness is not high

One of the effective ways to improve the competitiveness ofenterprises in the market is that businesses need to raise awareness of thebenefits of participating in the supply chain of the tourism supply chain,jointly improve and enhance their results supply chain performance forcustomer satisfaction

However, practice has proven that the awareness of the importance ofparticipating in the supply chain and improving the results of supply chainoperations has not been paid much attention and right awareness by manybusinesses Therefore, in order to enhance competitive advantage and affirmtheir position in the market, supply chain participants need to raise awareness

and improve supply chain performance in the tourism supply chain of the RedRiver Delta and Northeast Coast Therefore, this study focuses on researchingand analyzing the supply chain of tourism supply chains in the Red RiverDelta and Northeast Coast with the goal of bringing benefits to businesses,improving results supply chain operations in the tourism supply chain in theregion In particular, so far, studies related to the tourism supply chain havenot been in-depth and clarified, especially in the Red River Delta andNortheast Coast of Vietnam.

Therefore, studying the supply chain of tourism supply chains in the RedRiver Delta and Northeast Coast will meet the requirements in both theoryand practice, especially in practice Stemming from the above reasons, thePhD student has chosen the topic "Research on the supply chain of tourismservices in the Red River Delta and Northeast Coast of Vietnam" to helpparticipants in the supply chain have appropriate solutions to help improvethe performance of supply chain tourism supply chains in the Red River Deltaand Northeast Coast; propose a number of recommendations to tourismmanagers and policy makers for the development of tourism supply chains inthe region, contributing to tourism development in the Red River Delta andNortheast Coast in particular and the development of Vietnam's tourismindustry in general

2 Research objectives, research missions and questions

2.1 Research objectives, research missions

Research objectives of the thesis: The thesis aims to propose somebasic solutions and recommendations that are feasible to contribute toimproving the performance of the tourism service supply chain in the deltaregion Red River and Northeast Coast, Vietnam

Research missions of the thesis: To solve the proposed researchobjectives, the thesis needs to perform 3 research tasks:

- Research on some basic theoretical issues related to theperformance of the supply chain of tourism services

- Analyze and evaluate the current situation of tourism servicesupply chain results in the Red River Delta and Northeast coast, Vietnam

- Identify views and propose some key solutions andrecommendations to improve the performance of tourism service supplychains in the Red River Delta and Northeast coast, Vietnam in the comingtime

2.2 Research questions

The research thesis focuses on solving the following 5 researchquestions: Research question 1: What factors are appropriate to measure

the performance of the supply chain in the tourism supply chain?Research Question 2: Which theoretical framework is appropriate tomeasure supply chain performance in the tourism supply chain? ResearchQuestion 3: What factors influence supply chain performance in thetourism supply chain? Research question 4: How does the supply chain oftourism services in the Red River Delta and Northeast Coast perform?Research question 5: What are the solutions to improve the performance

of the supply chain of tourism services in the Red River Delta andNortheast Coast in the coming time?

3 Research subject and scope

Thesis research object: Theoretical and practical issues related tothe performance of tourism service supply chains in the Red River Deltaand Northeast Coast

Scope of the thesis research: About the content: In this thesis, the

PhD student only delves into the supply chain participants and theperformance results of the tourism service supply chain (focusing on thegroup of suppliers in the tourism industry), travel services, tour operatorsand travel agents - a group of businesses that directly create a packagetour) Especially study the factors affecting the performance of the supply

chain of tourism services Regarding space: The thesis is limited to the

study of tourism businesses of the provinces and cities of Hanoi, VinhPhuc, Bac Ninh, Hai Duong, Hung Yen, Thai Binh, Ha Nam, Ninh Binh,

Nam Dinh, Hai Phong and Quang Ninh About time: The thesis's

analytical database is mainly in the period 2015 - 2019 and proposessolutions oriented to 2030

4 Contributions of the dissertation

Scientific significance: The thesis has systematized andsupplemented some basic theories about the results of supply chainoperations in tourism supply chains in tourist areas

In terms of practical significance: The thesis has analyzed andevaluated to highlight the current situation of tourism supply chainoperations in the Red River Delta and Northeast Coast based on thefactors measuring the performance of tourism activities tourism supplychain dynamics in the Red River Delta and Northeast Coast throughprimary and secondary data analysis; propose perspectives and solutions

to improve the performance of tourism supply chains in the Red RiverDelta and Northeast Coast by 2025, with a vision to 2030

5 Organization of the dissertation

With the above objectives, objects and research scope, the maincontent of the thesis, apart from the Introduction and Conclusion, isstructured in 5 chapters as follows:

Chapter 1: Overview of the research situation and the research gap

of the thesis

Chapter 2: Theoretical basis and research model of tourism servicesupply chain performance in tourist areas

Chapter 3: Thesis research method

Chapter 4: Analysis and assessment of the current situation oftourism service supply chain activities in the Red River Delta andNortheast coast

Chapter 5: Some solutions and recommendations to improve theperformance of tourism service supply chains in the Red River Delta andNortheast Coast

Chapter 1 OVERVIEW OF THESIS RESEARCH SITUATION

1.1 Overview of research situation

Regarding the research topic of the PhD student, a number of resear

ch works have been reviewed: Research related to supply chain management; Research related to supply chain and supply chain management touri

sm supply chain; Research related to tourism in the Red River Delta andNortheast Coast

1.2 Conclusions drawn from the overview of the research situation an

d research gaps

The conclusions drawn: (1) Research on the supply chain of the tourismsupply chain is divided into two main topics: Building a research model withcriteria, evaluation indicators and empirical measures of activities specificsupply chain dynamics (2) Although there are many models of performanceevaluation of the tourism supply chain supply chain developed by researchers,there is no one model or method that is suitable for all different regions andThere is no single set of indicators that can be applied to all regions at alltimes In addition, studies measuring supply chain performance of tourismsupply chains in tourist areas have not been mentioned in the analysis (3)Common limitations of most studies, it is the reliability of the affected modeland the unweighted tourism supply chain performance metrics and criteria (4)There have not been many studies looking at all three groups of tourismsupply chain suppliers, tour operators and travel agents (5) There are fewdomestic theoretical studies to study the supply chain of the tourism supplychain In addition, there are also few works that identify research on supplychain activities of the tourism supply chain and measure the results of supply

chain activities in the tourism supply chain in analysis and evaluation (6)Studies on the supply chain of the tourism supply chain in a particular localityhave also been conducted (7) Several studies on the Red River Delta andNortheast Coast have shown the important role of regional tourism in tourismdevelopment in general as well as in the development of tourism supplychains in the region private ; However, it can be seen that there have not beenany in-depth studies on the tourism supply chain in the Red River Delta andNortheast Coast

Thereby, the PhD student has drawn the gaps that need to be further

researched: First, research to provide the factors that measure the performance of the supply chain in the tourism supply chain Second,

research to provide a research framework with criteria to measure supplychain performance in the tourism supply chain in accordance with the

research scope of the topic Third, research to determine the reliability of

the scales in the research framework and the degree of impact on theresults of supply chain operations in the tourism supply chain of the tourist

area Fourth, research to point out the factors affecting the improvement of

supply chain performance in the tourism supply chain in the tourist area

Chapter 2 THEORETICAL BASIS AND RESEARCH MODEL

RESULTS OF TOURISM SUPPLY CHAIN IN TOURISM AREA 2.1 Basic Concepts

2.1.1 The concept and benefits of supply chain management

In this part, the thesis focuses on clarifying some related conceptssuch as: the concept of supply chain, supply chain management and thebenefits of supply chain management in tourism services On that basis,the thesis determines to inherit the concept of D Lu (2011) on supplychain and supply chain management to conduct research

2.1.2 An overview of the tourism supply chain

In this part, the thesis focuses on clarifying the concept of supplychain tourism supply chain, in which, inheriting the concept of supplychain tourism supply chain of Zhang et al (2009): “Supply chain supplychain” Tourism supply is a network of businesses engaged in activitiesranging from providing different components of tourismproducts/services such as flights and accommodation facilities toinvolves the distribution and marketing of final tourism products in aparticular tourist destination, and involves a wide range of actors in boththe private and public sectors” With the travel supply chain, there are

many participants in the chain The thesis has identified participants inthe supply chain of the tourism supply chain within the scope of thethesis:

Figure 2.2 The scope of the supply chain of the tourism

supply chain in the thesis

Source: Author's compilation

From a combination of both demand-side and supply-sideperspectives, the tourism supply chain has three main flows: physicalflow (Zhang et al., 2009), information flow (Bigné et al., 2009) events,2008) and customer flows (Djordevic and Arsić, 2010; Fawcett, 2000).From there, the thesis determines the relationship between the members

in the research scope of the thesis, including the relationship betweentravel businesses and tourism supply chain suppliers and travel agents.Specifically:

Relationship with supplier

Another Tour

interdisciplinary Relation

same sector destinations

Tourists

Tour operator’s supply chain

Figure 2.4: Supply chain model of tour operators in the tourism

supply chain

Source: Author's compilation

2.2 Theory of tourism supply chain performance

2.2.1 The nature of tourism supply chain performance

In this part, the thesis focuses on analyzing and clarifying the nature

of supply chain performance results in the tourism supply chain Inparticular, the outcome nature of supply chain activities is understood as

"the outcome of the overall activities of the organization determined based

on a system of performance indicators combined with decisions andobjectives This system allows enterprises to understand the currentoperating situation and have directions for future activities” (Warren H.Hausman, 2004) Therefore, in order to have good competitiveness, thesupply chain needs to improve and enhance its performance continuously

To achieve this, businesses need chain performance metrics Therefore,within the scope of this thesis research, the author only focuses onanalyzing the participants in the supply chain of the tourism supply chain(tourist supply chain suppliers, tour operators and travel agents) Practicesand clarifying the factors that measure and influence supply chainperformance in the tourism supply chain for the purpose of improvingsupply chain performance in the tourism supply chain

2.2.2 Factors measuring of tourism supply chain performance

Measuring supply chain performance can be seen as an approach toevaluating the performance of a supply chain system Supply chainperformance measurement is described as the overall set of factors used

to quantify performance (Asawin Pasutham, 2012) And according toSink and Tuttle (1989), “you cannot manage and develop what youcannot measure”

In this section, the author has analyzed the researches on theperformance of the supply chain of the tourism supply chain, therebybased on the number of occurrences of each factor in the studies,combining with expert opinion The author of the thesis inherits andexpects that the research model to measure supply chain performancewill include 2 factors: (1) Satisfaction and (2) Finance In which, fromthe research works of the authors, based on the overview documents andthe opinions of experts, with the approach of the thesis to considercustomer satisfaction from the perspective of businesses The author of

the thesis inherits 3 scales: (1) waiting time, (2) service value receivedand (3) service system to measure the satisfaction of member businesseswhen participating supply chain tourism supply chain in the Red RiverDelta and Northeast Coast; At the same time, from the overview ofresearch works and opinions from experts, the thesis author inherits 6scales: (1) total cost, (2) distribution cost, (3) design cost tourism supplychain product design, (4) return rate, (5) total revenue, (6) profit, (7)inventory cost, (8) market share, (9) profit margin pink to apply inmeasuring financial performance in the supply chain results of thetourism supply chain in the Red River Delta and Northeast Coast.

2.3 Research on factors affecting tourism supply chain performance

2.3.1 Some previous studies on the tourism supply chain performance

In this part, the thesis has analyzed some typical research works Foroverseas studies, the following works are: D Lu (2011); American SupplyChain Council, Simchi - Levil et al (2003); Cohen S and Roussel (2005);Xinyan Zhang, Haiyan Song and George Q Huang (2009); Zhang (2010)and Chen et al (2014); For domestic research, there are works: Huynh ThiLan Huong et al (2016) Dinh Van Son et al (2016); Tran Thi Huyen Trang(2017); Pham Minh (2018)

Collectively, each model and set of theoretical approaches has adifferent approach to measuring supply chain performance Theseresearch models have been developed and tested over time and space.And the fact shows that, each supply chain has different geographicallocations and characteristics, so the supply chain operating model applied

in one region may not be applicable to other regions and may not besuitable for other regions suitable results Therefore, the study of theabove approaches will provide the thesis with a meaningful theoreticalbackground.With the selective inheritance of research works of domesticand foreign authors, combined with opinions from experts, on the basis of

a research approach to the influencing factors of supply chainperformance response 3 factors Configuration, Relationship,Coordination mentioned by the authors with great frequency andsignificance used for research However, new studies only mention one

of the factors: supply chain configuration, supply chain relationships orsupply chain coordination in research on service supply chains, servicesupply chains travel alone Or there are studies that have mentioned thefollowing factors: supply chain configuration, supply chain relations,supply chain coordination, state supply chain support and supporting

enterprises, integration , information sharing…but in the supply chain ofgoods.

Therefore, the author of the thesis expects and combined with theopinions of experts, will include 3 factors: supply chain configuration,supply chain relations and supply chain coordination into the theoreticalframework project to conduct measurement and overall analysis of theinfluence of these three factors on the performance of supply chaintourism supply chains in the Red River Delta and Northeast Coast

2.3.2 Factors affecting the tourism supply chain performance

In this section, the author analyzes and explains eachfactor affecting supply chain performance From there, thethesis determines the appropriate scales for eachinfluencing factor

Specifically, the thesis focuses on analyzing theinfluence of supply chain configuration on tourism supplychain performance results and at the same time clarifyingthe impact of supply chain configuration on eachcomponent financial, satisfaction) in supply chainperformance in the tourism supply chain The scale isinherited from research reviews and expert opinions toinclude in the study of supply chain configuration of thetourism supply chain: (1) the number and structure ofmembers participating in the chain, (2 ) the vertical distance

of the supply chain, (3) the distribution channel of the supplychain, (4) The main business activities are outsourcing

Next, the thesis focuses on analyzing the influence of supply chainrelationships on the results of supply chain operations in the tourismsupply chain and at the same time clarifying the level of impact of supplychain relationships on each component satisfaction, financial) in supplychain performance in the tourism supply chain The scale is inheritedfrom research reviews and expert opinions to be included in the study ofsupply chain relationships in the tourism supply chain: (1) informationsharing, (2) volume sharing and service pricing, (3) sharing vision andideas, (4) sharing investment plans, (5) sharing product introductionprocess, (6) sharing financial information, (7 ) decision synchronization,(8) communication coordination, (9) risk sharing, (10) resource sharing

Next, the thesis focuses on analyzing the influence of supply chaincoordination on the performance of the tourism supply chain supply

chain and at the same time clarifying the level of impact of supply chainrelationships on each component ( satisfaction, finance) in supply chainperformance in the tourism supply chain The scale is inherited fromresearch reviews and expert opinions to be included in the study ofsupply chain coordination in the tourism supply chain: (1) servicedelivery capacity, (2) forecasting overall chain operations, (3) supplyplanning, (4) customer service.2.4 Mô hình và các giả thuyết nghiên cứu

2.4.1 Research model

The proposed research model is built on the identification of factorsaffecting supply chain performance, the degree of influence of each factor onsupply chain operations, and considers the interrelationship between thesefactors In which, the research model includes 1 independent variable (supplychain performance) and 3 dependent variables (supply chain configuration,supply chain relationship and supply chain coordination) application) Thescales are synthesized from the studies: Zhang et al (2009), Fantazy (2010)and D Lu (2011) and developed through in-depth interviews with 10 experts.From there, the proposed research model:

Figure 2.9 Proposed research model

Source: Author's recommendation

2.4.2.Research hypothesis

The research hypotheses put forward by the thesis:

H1: Supply chain configuration has a positive impact on tourismsupply chain performance

H2: Supply chain relationships have a positive impact on supplychain performance in the tourism supply chain

H3: Supply chain coordination has a positive impact on supplychain performance in the tourism supply chain

Chapter 3 THESIS RESEARCH METHODOLOGY

In this chapter, the thesis has delved into clarifying the basiccontent of the research method, including:

First, detail the study design and indicate the research process andhow to conduct the research.

Second, quantitative research takes the following steps: building aquestionnaire, determining a research sample and building a scale.Specifically:

* The questionnaire was built:

- Based on theoretical overview, the thesis defines the content ofconcepts: supply chain configuration, supply chain relations, supplychain coordination, satisfaction and finance as well as supply chainperformance results response Some variables already have a scaleavailable, inherited by the thesis author and adjusted according to expertopinion accordingly

- Build the Vietnamese version of the questionnaire by translatingthe scales from English to Vietnamese Then, re-translate the Vietnameseversion into English to compare and edit the Vietnamese version toensure that the language conversion is correct, clear, coherent and doesnot significantly change the meaning of the scale measure

- Qualitative research is carried out through in-depth interviewswith 10 subjects who are experts and managers of tourism businesses inorder to standardize terms, adjust observed variables in the scale to suitthe context of tourism context and conditions in Vietnam, in particular,participants in the supply chain of tourism supply chains in the Red RiverDelta and Northeast Coast

- After adjusting the scales, the thesis builds a preliminaryquestionnaire to conduct preliminary research through quantitativeresearch With preliminary quantitative research confirming thereliability, the scale set includes 1 dependent variable, 3 independentvariables and 23 observed variables that are reliable enough to beincluded in the official research

- After conducting preliminary research, the author completes theofficial questionnaire to conduct quantitative research

* Research sample:

- The qualitative research sample (in-depth interview) was selectedincluding 10 people (7 experts in the field of tourism and supply chain; 3managers in tourism businesses

- Preliminary research sample (preliminary quantitative study) wasselected including 80 enterprises that are tourism supply chain suppliers,travel agencies and travel agents in the Red River Delta and Duyen NorthEast Sea The survey was conducted from May to July 2019 The author