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Các nhân tố ảnh hưởng đến xây dựng thương hiệu Du lịch Vĩnh Long - 14


3. – 7 nights

4. More than 7 nights

Q5: Please give your level of agreement to the statements about destinations and tourism brands of Vinh Long by checking (X) or circling only number as follows:

1

2

3

4

5

Strongly disagree

Disagree

No idea

Agree

Strongly agree

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Các nhân tố ảnh hưởng đến xây dựng thương hiệu Du lịch Vĩnh Long - 14


Natural resources


1. There are lots of beautiful natural landscapes in Vinh

Long;

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3

4

5

2. Vinh Long’s environment is unspoiled and less polluted

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2

3

4

5

3. There are many beautiful, safe dunes and beaches in

Vinh Long;

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2

3

4

5

4. Mekong Tour is a prominent tour type in Vinh Long’s

tourism

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2

3

4

5

5. Homestay travelling has many distinctive features

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2

3

4

5


Tourism infrastructure


1. There are lots of quality hotels in Vinh Long;

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2. There are lots of quality restaurants in Vinh Long;

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5

3. Vinh Long provides quality local food ;

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5

4. There are lots of souvenir stores in Vinh Long;

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4

5

5. The tourism transportation system in Vinh Long is

effective;

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4

5


Tourism experiences


1. Feeling comfortable (no beggars);

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2

3

4

5

2. Feeling pleasant (no street vendors);

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3

4

5

3. Feeling peaceful (not too crowded);

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2

3

4

5

4. Feeling a sense of freedom (no insistence and clinging

from street vendors,);

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2

3

4

5

5. Feeling a sense of security (no cheating, unreasonable

prices);

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2

3

4

5


Reasonable costs


1. The prices of accommodation and extra services

correspond to the quality of services.

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2

3

4

5

2. The prices of food, beverages and restaurant services

correspond to the quality of services.

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2

3

4

5

3. Vinh Long has reasonable tourism services

corresponding to the quality of services ;

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2

3

4

5

4. Travel expenses in Vinh Long are reasonable.







Accessibilities


1. Vinh Long provides good tourism information to visitors

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5

2. There are lots of parking lots in destinations in Vinh

Long.

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4

5

3. Vinh Long has convenient traffic system without traffic

jam

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2

3

4

5

4. Vinh Long is a convenient stopover to visit nearby

destinations

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2

3

4

5


Attraction of destinations


1. There are many attractive history-culture destinations in

Vin Long

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2

3

4

5

2. Vinh Long is a safe place for tourism;

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3

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5

3. People in Vinh Long are friendly and hospitable

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3

4

5

4. There are many sightseeing, shopping malls,

entertainment areas in Vinh Long

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2

3

4

5

5. Vinh Long has many accessible entertainment areas

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2

3

4

5


Tourism Brand


1. Vinh Long tourism is an attractive brand;

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2

3

4

5

2. I will recommend Vinh Long tourism brand to everyone;

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2

3

4

5

3. Vinh Long tourism brand is friendly;

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2

3

4

5

4. Vinh Long tourism brand is outstanding

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2

3

4

5


C – INFORMATION OF PARTICIPANT

Please provide the following information:

Full name: ……………………………………………………………………

Gender:

1. Male

2. Female


Age : 1. <18

2. 18 – 35

3. 36 – 45

4. 46 – 60

5. >60


Education level:

Grade:..../12 1. Vocation 2. College/University 3. Postgraduate City/province of residence: …………………………………………….

Travelling through : 1. Tour agent.

2. By yourself.

D – APPRECIATION

I REALLY APPRECIATE YOUR HELP WITH MY MASTER’S THESIS

I WISH YOU GOOD HEALTH AND SUCCESS IN LIFE!


PHỤ LỤC 3 XỬ LÝ SỐ LIỆU‌


* Thông tin chung

+ Nơi đến

ND


Frequency

Percent

Valid Percent

Cumulative Percent


0

199

86.9

86.9

86.9

Valid

1

30

13.1

13.1

100.0


Total

229

100.0

100.0


+ Giới tính


GIOITINH


Frequency

Percent

Valid Percent

Cumulative Percent


0

102

44.5

44.5

44.5

Valid

1

127

55.5

55.5

100.0


Total

229

100.0

100.0


+ Tuổi


TUOI


Frequency

Percent

Valid Percent

Cumulative Percent


1

11

4.8

4.8

4.8


2

157

68.6

68.6

73.4

Valid

3

51

22.3

22.3

95.6


4

10

4.4

4.4

100.0


Total

229

100.0

100.0


+ Trình độ học vấn


TRINHDO


Frequency

Percent

Valid Percent

Cumulative Percent


1

19

8.3

8.3

8.3


2

29

12.7

12.7

21.0

Valid

3

155

67.7

67.7

88.6


4

26

11.4

11.4

100.0


Total

229

100.0

100.0


* Chuyến tham quan

+ Mục đích chuyến tham quan

MUCDICH



Frequency

Percent

Valid Percent

Cumulative Percent


1

144

62.9

62.9

62.9


2

35

15.3

15.3

78.2


3

33

14.4

14.4

92.6

Valid

4

10

4.4

4.4

96.9


5

4

1.7

1.7

98.7


6

3

1.3

1.3

100.0


Total

229

100.0

100.0


+ Số lần đến


SOLANDEN


Frequency

Percent

Valid Percent

Cumulative Percent

1

80

34.9

34.9

34.9

2

77

33.6

33.6

68.6

3

38

16.6

16.6

85.2

Valid





4

17

7.4

7.4

92.6

5

17

7.4

7.4

100.0

Total

229

100.0

100.0


+ Thời gian ở lại


THOIGIANLUUTRU


Frequency

Percent

Valid Percent

Cumulative Percent


1

93

40.6

40.6

40.6


2

103

45.0

45.0

85.6

Valid

3

23

10.0

10.0

95.6


4

10

4.4

4.4

100.0


Total

229

100.0

100.0


+ Hình thức chuyến tham quan


DATTOUR


Frequency

Percent

Valid Percent

Cumulative Percent


0

184

80.3

80.7

80.7

Valid

1

44

19.2

19.3

100.0


Total

228

99.6

100.0


Missing

System

1

.4



Total


229

100.0



* Kiểm định độ tin cậy của thang đo

+ Tài nguyên du lịch


Reliability Statistics

Cronbach's Alpha

N of Items

.881

5


Item-Total Statistics


Scale Mean if Item Deleted

Scale Variance if Item Deleted

Corrected Item- Total

Correlation

Cronbach's Alpha if Item

Deleted

TN1

14.69

12.213

.780

.842

TN2

14.64

14.959

.720

.856

TN3

14.61

13.476

.741

.849

TN4

14.25

15.723

.627

.875

TN5

14.24

13.966

.737

.850

+ Cơ sở hạ tầng

Reliability Statistics

Cronbach's Alpha

N of Items

.847

5


Item-Total Statistics


Scale Mean if Item Deleted

Scale Variance if Item Deleted

Corrected Item- Total

Correlation

Cronbach's Alpha if Item

Deleted

HT1

13.69

11.143

.757

.786

HT2

13.32

12.718

.654

.816

HT3

13.38

12.491

.612

.827

HT4

12.80

14.571

.463

.859

HT5

13.16

11.355

.797

.774

+ Bầu không khí du lịch

Reliability Statistics

Cronbach's Alpha

N of Items

.892

5


Item-Total Statistics


Scale Mean if Item Deleted

Scale Variance if Item Deleted

Corrected Item- Total Correlation

Cronbach's Alpha if Item Deleted

KK1

14.45

13.827

.716

.875

KK2

14.05

14.572

.735

.869


KK3

14.15

14.183

.747

.866

KK4

13.90

14.831

.742

.868

KK5

13.85

14.267

.748

.866

+ Chi phí hợp lý

Reliability Statistics

Cronbach's Alpha

N of Items

.959

4


Item-Total Statistics


Scale Mean if Item Deleted

Scale Variance if Item Deleted

Corrected Item-

Total Correlation

Cronbach's

Alpha if Item Deleted

CP1

10.86

7.405

.892

.949

CP2

10.77

8.115

.885

.952

CP3

10.76

7.431

.923

.939

CP4

10.76

7.598

.905

.945

+ Khả năng tiếp cận

Reliability Statistics

Cronbach's Alpha

N of Items

.924

4


Item-Total Statistics


Scale Mean if Item Deleted

Scale Variance if Item Deleted

Corrected Item- Total Correlation

Cronbach's Alpha if Item Deleted

TC1

10.60

8.267

.829

.903

TC2

10.31

9.392

.825

.902

TC3

10.26

8.817

.849

.893

TC4

10.23

9.486

.808

.907

+ Sự hấp dẫn của điểm đến

Reliability Statistics

Cronbach's Alpha

N of Items

.947

5


Item-Total Statistics


Scale Mean if Item Deleted

Scale Variance if Item Deleted

Corrected Item-

Total Correlation

Cronbach's

Alpha if Item Deleted


HD1

15.10

15.445

.871

.932

HD2

14.98

16.793

.807

.943

HD3

14.91

15.856

.898

.927

HD4

14.95

16.344

.873

.932

HD5

14.87

15.992

.833

.939

+ Thương hiệu du lịch

Reliability Statistics

Cronbach's Alpha

N of Items

.939

4


Item-Total Statistics


Scale Mean if Item Deleted

Scale Variance if Item Deleted

Corrected Item- Total Correlation

Cronbach's Alpha if Item Deleted

TH1

11.01

10.088

.857

.921

TH2

10.74

10.747

.852

.921

TH3

10.75

10.839

.870

.915

TH4

10.78

11.183

.847

.923

* Phân tích nhân tố khám phá

+ Phân tích nhân tố thang đo các biến độc lập


KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.

.932


Approx. Chi-Square

5600.662

Bartlett's Test of Sphericity

df

351


Sig.

.000


Total Variance Explained

Comp onent

Initial Eigenvalues

Extraction Sums of Squared Loadings

Rotation Sums of Squared Loadings

Total

% of

Variance

Cumulati

ve %

Total

% of

Variance

Cumulati

ve %

Total

% of

Variance

Cumulativ

e %

1

12.949

47.958

47.958

12.949

47.958

47.958

5.045

18.685

18.685

2

2.458

9.106

57.064

2.458

9.106

57.064

4.375

16.203

34.888

3

2.043

7.566

64.630

2.043

7.566

64.630

3.760

13.925

48.813

4

1.498

5.547

70.178

1.498

5.547

70.178

3.522

13.045

61.858

5

1.173

4.345

74.522

1.173

4.345

74.522

3.419

12.665

74.522

6

.987

3.656

78.178







7

.623

2.306

80.484







8

.603

2.232

82.716







9

.532

1.970

84.686








10

.518

1.918

86.604







11

.449

1.665

88.269

12

.339

1.257

89.526

13

.329

1.218

90.744

14

.312

1.156

91.900

15

.259

.960

92.860

16

.245

.909

93.769

17

.225

.834

94.603

18

.220

.814

95.417

19

.188

.695

96.112

20

.178

.657

96.770

21

.169

.625

97.395

22

.144

.535

97.929

23

.139

.516

98.445

24

.135

.500

98.945

25

.118

.436

99.382

26

.094

.347

99.729

27

.073

.271

100.000

Extraction Method: Principal Component Analysis.


Rotated Component Matrixa


Component

1

2

3

4

5

TN1

.262

.440

.270

.192

.632

TN2

.252

.208

.089

.153

.751

TN3

.275

.242

.072

.297

.685

TN4

.116

.228

.182

.080

.725

TN5

.196

.310

.171

.243

.678

HT1

.720

.189

.197

.238

.215

HT2

.710

.019

.144

.201

-.040

HT3

.555

.129

.176

.257

.216

HT5

.618

.284

.282

.246

.220

KK1

.271

.023

.757

.244

.006

KK2

.075

.171

.827

.087

.075

KK3

.183

.046

.781

.250

.056

KK4

.132

.180

.790

.069

.235

KK5

.180

.178

.767

.101

.292

CP1

.303

.226

.227

.801

.202

CP2

.268

.225

.204

.816

.205

CP3

.312

.162

.173

.836

.237

CP4

.321

.179

.235

.815

.186

TC1

.717

.308

.181

.195

.300

TC2

.779

.206

.053

.169

.209

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