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Characteristics of Survey Sample by Business Type


Table 3.4: Corporate Reputation Scale


Encryption

Original scale

Adjustable scale

Source

CR1

Customers are always aware that my company sells products.

high quality

Tourists recognize your company as a quality tour seller.

quantity

Taghian et al. (2015);

Expert Interview

CR2

Customers know my company is creative.

Tourists recognize the company

You are always creative in your tours.

CR3

Customers know my company offers something unique.

Tourists recognize your company as offering unique tours.

CR4

Customers know our company as a leader in this industry.

Tourists, authorities and local people at the tourist destination know your company's brand in the tourism industry.

calendar

CR5

Customers know my company is a socially responsible company.

Tourists, authorities and local people at the tourist destination always know your company.

social responsibility

Maybe you are interested!

Source: Adapted from author's qualitative research

3.2.2.4. Business Performance (BP) scale

Based on the studies of Bou-llusar et al. (2009), Fraj et al. (2012) to build a scale for business results factors with stakeholders including: customer results, human results (employees), social results and core operating results. Inheriting from this scale, through qualitative research, the thesis has adjusted it to suit the practical operations of Vietnamese travel and tourism businesses (Appendix 1).


Table 3.5: Business Performance Scale


Encryption


Original scale

Adjustable scale

Source

PB1

Customer results

Customer satisfaction

Tourists are very satisfied with your company's tour.

Bou-llusar et al. (2009);

Fraj et al. (2012);

Expert Interview

PB2

Improved customer relationships

good

Your company has built good relationships with tourists.

guest.

PB3

Customer complaints decreased

Tourists rarely complain about your company's service.

PB4

Key performance results

Revenue increased

Your company's revenue growth rate has increased over the past year.

PB5

Company profit

Your company's profit growth rate has increased over the

last year

PB6

Improved market share

Your company has had an increase in market share over the past year.

PB7

Employee Results

Employee motivation and commitment

Employees work long term and are committed to your company.

PB8

Employees share values ​​with the company

Employees contribute a lot of value to your company.

PB9

Social outcomes

Company with positive impact in society

Do you feel that your company is increasingly recognized by the community for its

Contribution to society

PB10

Improved environmental protection

How do you feel about your company?

We are increasingly increasing the protection of the destination environment.

Source: Adapted from author's qualitative research


The customer outcome scale is an important measure of the service quality of travel and tourism businesses, the main factor in increasing market share and generating revenue and profit. The main operating results will ensure that businesses achieve financial goals, helping to maintain and stabilize the operation process. For the employee outcome scale, it will bring many benefits in exploiting the tangible and intangible resources of the business, contributing to improving the quality of service for tourists. The final scale, social outcome, focuses on measuring the perception of the business itself towards the community.

Through in-depth interviews with experts (Appendix 1), the scale was semantically adjusted and supplemented, specifically:

- “Socially recognized enterprise” should be added to measure business results. Therefore, the statement “The company has a positive impact on society” should be adjusted to “I feel that my company is increasingly recognized by the community for its contributions to society”.

After adjustment, the business performance factor scale is shown in Table 3.5.

CHAPTER 3 SUMMARY

Chapter 3 presented the research process, testing methods and values ​​to be achieved when processing data. This chapter also presented the original scales, qualitative research results to adjust the scales and proposed official scales for research concepts . At the end of chapter 3, a questionnaire for quantitative survey was proposed. The next chapter will present the research results and discuss the research results.


CHAPTER 4: RESEARCH RESULTS

Chapter 4 will present data collection, describe the characteristics of the survey sample and conduct necessary tests to evaluate the model and hypotheses proposed in Chapter 2. The steps of data analysis will be carried out sequentially, including assessing the reliability of the scale through the Cronbach's Alpha index; assessing the value of the scale using exploratory factor analysis (EFA); Testing the suitability of the measurement model using confirmatory factor analysis (CFA); Testing the theoretical model using linear structural modeling (SEM); Analyzing multi-group structures to find out the differences in research results with some characteristics of the survey sample.

4.1. Description of research sample Survey subjects

It is very important to identify the subjects to answer the survey. This study deals with the social responsibility activities carried out by the enterprise, the enterprise's marketing strategy, and business results, so it requires the respondents to be knowledgeable about the above issues and have the right to participate and decide the development direction of the enterprise. If the wrong subjects are chosen, the answers will not be as expected to be achieved by the study.

In particular, in the context of the research in the tourism service industry, which is an intangible product, the variables measuring business results need to be objective and include awareness (Reichel and Haber, 2005). According to Galbreath and Shum (2012), Zhu et al. (2014), Bai and Chang (2015), to ensure consistency in perception from all perspectives when measuring business results associated with stakeholders, it is necessary to survey business administrators. Therefore, the selected survey subjects must be middle and senior business administrators (board of directors; board of directors, heads and deputy heads of sales departments, tour management team leaders in the markets).


Sample size

When analyzing data using the SEM linear structural model, a large enough sample size is required to ensure the reliability of the estimate. However, there are many different views on determining the sample size. According to Hair (1998), if using the maximum likelihood estimation method, the minimum sample size is from 100 to 150 and the sample size must be considered in relation to the number of estimated parameters (observed variables). Bolen (1989) calculated the sample size proportionally, which means that there must be at least five observations per estimated parameter.

In this thesis, with the characteristics of time and budget of data collection, the study should be based on Bolen's basis to determine the sample size. Chapter 3 has determined the model including four research concepts with 42 observation parameters, so there must be at least 210 samples. The thesis also aims for a large sample size to reduce sampling errors. However, the survey subjects are identified as quite difficult to access, so to achieve a large sample size, great efforts must be made during the survey process.

Survey method

Due to the difficulty in accessing the sample, the study used the quota sampling method, with the direct interview method. The list of travel and tourism businesses in Ho Chi Minh City was collected based on the introduction of many subjects. The author selected a sample with a fairly even number in terms of main business type and business size to be able to analyze multiple groups later. Then, the author contacted and asked for an appointment to interview according to the survey form. The average time for a survey is 20 minutes.

Characteristics of the survey sample

- Regarding the type of business in Figure 4.1, most of the travel service businesses in the survey sample operate as limited liability companies (accounting for 78.4%); only 21.6% of the businesses are joint stock companies. The proportion of the survey sample by type


The enterprise is suitable for the overall sample, because most of the tourism and travel businesses in Ho Chi Minh City are currently of the LLC type.

Figure 4.1: Characteristics of survey sample by business type

Source: According to author's calculation


Figure 4.2: Characteristics of survey sample by main business type

Source: According to author's calculation

- Regarding the main business field characteristics in Figure 4.2, the majority of travel service enterprises in the survey sample have main business activities (main revenue)


from domestic tourism activities (40%) and outbound tourism 1 (38%). There are 22% of businesses in the survey sample whose main travel business activities are inbound tourism activities.

- Regarding the characteristics of enterprise scale, the thesis proactively selected the quota sample based on the number of employees of the enterprise. There are 35% of enterprises with a scale of over 50 people; 41% of enterprises with a scale of 10 to 50 people; 24% of enterprises with a scale of less than 10 people.

Pursuant to Decree No. 56/2009/ND-CP dated June 30, 2009 2 on criteria for determining the level of small and medium enterprises, the survey sample has 24% micro enterprises, 41% small enterprises and 35% medium enterprises, respectively.


Figure 4.3: Characteristics of survey sample by business size

Source: According to author's calculation



1 Inbound tours are travel programs for tourists from abroad to visit and explore the host country.

Outbound tours are international/foreign tours for domestic tourists traveling abroad. Foreigners who are living and working in the host country, if they travel abroad, they are still considered outbound tourists.

Domestic tours are travel programs organized for local tourists to travel within the local territory .

2 The thesis is based on Decree No. 56/2009/ND-CP dated June 30, 2009, not on Decree No. 39/2018/ND- CP dated March 11, 2018 because the process of gathering enterprises and selecting quota samples was determined before the issuance of the new Decree.


From the characteristics of the survey sample, the author found that it is possible to conduct multi-group analysis according to the characteristics of the main business type and business size of the enterprises in the survey sample.

4.2. Research results and discussion of results

4.2.1. Cronbach's Alpha coefficient results - assessing the reliability of the scale

Based on the content in step 2 of the research process, the thesis conducts Cronbach's Alpha scale testing with the selection criteria being a scale with Cronbach's Alpha reliability of 0.6 or higher, variables with a total variable correlation coefficient of less than 0.3 will be eliminated in turn.

The results are shown in Table 4.1:

Table 4.1: Cronbach's alpha results - assessing the reliability of the scale



Observation variable

Scale mean if variable excluded

(Scale Mean if Item

Deleted)

Scale variance if variable is excluded

(Scale Variance if Item

Deleted)

Variable-total correlation

(Corrected Item - Total Correlation)

Alpha if variable type

(CRA if Item Deleted)

Corporate Social Responsibility (CSR)

CSR1

27.24

56,369

0.868

0.912

CSR2

27.21

56,204

0.770

0.919

CSR4

27.17

52,811

0.804

0.915

CSR5

27.42

51,903

0.782

0.918

CSR6

27.03

54,193

0.765

0.919

CSR7

27.55

56,028

0.686

0.926

CSR8

27.26

52,332

0.789

0.917

Cronbach's alpha

0.896

Green Marketing Strategy (GMS)

GMS1

76.75

206,602

0.777

0.953

GMS2

76.81

204,728

0.654

0.955

GMS3

76.54

204,756

0.698

0.954

GMS4

76.76

203,851

0.740

0.953

GMS5

76.56

206,617

0.633

0.955

GMS6

76.68

206,245

0.684

0.954

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