PHAN THI NGOC ANH
ANALYSIS OF FACTORS AFFECTING THE BRAND VALUE OF HO CHI MINH CITY TOURISM
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MASTER'S THESIS IN ECONOMICS
HO CHI MINH CITY, 2018
PHAN THI NGOC ANH
ANALYSIS OF FACTORS AFFECTING THE BRAND VALUE OF HO CHI MINH CITY TOURISM
MASTER'S THESIS IN ECONOMICS
Major: Business Administration Code: 8 34 01 01
Scientific supervisor: Dr. NGUYEN VAN TAN
HO CHI MINH CITY, 2018
The master thesis “Analysis of factors affecting the value of tourism brand in Ho Chi Minh City” was conducted using quantitative research method. Based on the analysis of primary data collected in Ho Chi Minh City, the topic conducts an assessment and analysis of factors affecting the value of tourism brand in Ho Chi Minh City.
The main content of the thesis is presented in 5 chapters. In chapter 1, the thesis introduces an overview of the research including the urgency of the topic, research questions, scope of the research, and structure of the thesis.
In chapter 2, the author introduced the theoretical basis of brand value, the importance of brand value as well as brand positioning. The criteria for evaluation and factors affecting brand value are also presented in chapter 2.
Chapter 3 is the research methodology section. Chapter 3 introduces the reader to the research process, research design, scales, survey samples, reliability assessment of scales, and regression analysis.
In chapter 4 is the results section, which includes 3 contents: Cronbach's alpha analysis, exploratory factor analysis and regression analysis results.
Based on the results from chapter 4, chapter 5 is the conclusion and recommendations for solutions to enhance the value of Ho Chi Minh City tourism brand.
COMMITMENT
I hereby certify that my Master's thesis "Analysis of factors affecting the tourism brand value of Ho Chi Minh City" is the result of an independent and serious process of study and scientific research.
All references used in the thesis are clearly cited by author name and work name.
program
The data and research results in this thesis are my own work and are honest.
and not duplicate other topics
Ho Chi Minh City, November 2018
Phan Thi Ngoc Anh
ACKNOWLEDGEMENTS
During the process of writing this thesis, the author has received valuable guidance and assistance from teachers, seniors and friends. With deep respect and gratitude, the group would like to express our sincere thanks to:
The Board of Directors, Graduate Department, Faculty of Business Administration, Banking University of Ho Chi Minh City have created all favorable conditions for the author during the process of studying and completing the thesis.
Supervisor Dr. Nguyen Van Tan. Thank you for your enthusiastic guidance from the early days when I was still confused and had no direction on the topic, always regularly monitoring the progress, taking the time to read each page of the thesis and giving valuable comments to help the author revise and complete the thesis as well as it is today.
I would like to sincerely thank the teachers in the Review Board for giving the author valuable contributions to complete this project.
INDEX
Page
COVER PAGE STATEMENT OF GUARANTEE TABLE OF CONTENTS
LIST OF TABLES viii
LIST OF FIGURES ix
CHAPTER 1 OVERVIEW OF THE RESEARCH TOPIC 1
Reason for choosing topic 1
Topic 3 objectives
Research object and scope 4
Research Method 4
Practical significance of topic 5
Structure of topic 5
CHAPTER 2 THEORETICAL BASIS OF BRAND VALUE AND RESEARCH MODEL 7
Brand equity theory 7
2.1.1. Brand and products 7
2.1.2. Brand components 9
2.1.3. Brand function 9
2.1.4. Brand value 10
Tourism destination brand 11
2.2.1. Tourist destination 11
2.2.2. Tourism destination brand. 12
Research Model 13
2.3.1. Research models in the world 13
2.3.2. Research model on brand value in Vietnam. 16
2.3.2.1 Brand awareness 17
2.3.2.2 Brand Desire 18
2.3.2.3 Destination image 19
2.3.2.4 Brand loyalty 21
2.3.3. Proposed research model 21
CHAPTER 3 RESEARCH METHODS 24
Information sources, methods and tools for information collection 24
3.1.1. Information needs 24
3.1.2. Information sources 24
3.1.3. Information collection method 25
3.1.4. Information collection tools 25
Research Process 25
Preliminary research (qualitative) 27
3.3.1. Objectives of qualitative research 27
3.3.2. Implementation method 27
3.3.3. Qualitative research results 29
Formal research (quantitative) 34
3.4.1. Research brand set 34
3.4.2. Sample design 34
3.4.3. Questionnaire design 35
3.4.4. Data collection method 35
3.4.5. Data processing and analysis methods 36
CHAPTER 4 RESEARCH RESULTS 41
Research sample 41
Assessing scale reliability through Cronbach's Alpha analysis 42
Evaluating the scale value through exploratory factor analysis EFA 45
4.3.1. EFA factor analysis of independent variables 45
4.3.2. EFA factor analysis of dependent variable 46
Re-evaluate the reliability of the scale through cronbach's alpha analysis after removing the observed variable. 47
Adjustment research model 48
4.5.1. Adjustment model 48
4.5.2. Hypotheses after adjustment 48
4.5.3. Observed variables after adjustment 48
Regression analysis 50
4.6.1. Variable encoding 50
4.6.2. Correlation analysis 50
4.6.3. Regression analysis 50
Testing for differences between tourist groups 56
4.7.1. Testing the difference in satisfaction level between tourist groups by gender 56
4.7.2. Testing the difference in satisfaction level between tourist groups by age 58
4.7.3. Testing the difference in satisfaction level between tourist groups according to income 59
4.7.4. Testing the difference in brand value perception by educational level group 60
4.7.5. Testing the difference in brand equity between tourist groups by occupation 61
CHAPTER 5 CONCLUSION 62
Value of research topic 62
Meaning and managerial implications 63
Limitations and future research directions 69
REFERENCES APPENDIX