Common Method Difference Test

As the economy develops, the demand for travel increases, and tourists like to go to safe places, visit historical sites, explore cultures, to make life feel more comfortable and pleasant. The author discovered that this is a new variable compared to previous studies, due to the research in Bac Lieu area.

- For the destination event factor, the criteria for evaluating this scale were rated quite highly by respondents (2.82) compared to the remaining scales. From the actual survey results, it shows that: Respondents are most interested in Bac Lieu organizing festivals to attract tourists (2.93); followed by Bac Lieu organizing sports events to attract tourists (2.81); Bac Lieu creating events, conferences, and promoting to attract tourists (2.78); and finally Bac Lieu organizing attractive cultural events (2.74). This is also quite reasonable, because the current tourism trend is cultural tourism, festivals to learn about long-standing traditional values. Bac Lieu has many unique cultural and artistic activities, along with cultural works, sports events, traditional spiritual cultural festivals of community nature, attracting over a million visitors every year such as: Quan Am Phat Dai Festival, Da Co Hoai Lang, Oc Om Boc, Nghinh Ong Nam Hai, Bac Lieu Prince's House, Tac Say Church... These are attractive destination events that have a positive impact on attracting tourists as well as enhancing the competitiveness of tourist destinations in Bac Lieu. It is clear that there is a positive relationship between the actual research and previous research. This research result is consistent with the research on the factors determining the competitive model of tourist destinations by (Dwyer & Kim 2003).

- Regarding the product development factor, the criteria for evaluating this scale were rated by respondents at the third highest level (2.77) compared to the remaining scales. From the actual survey results, it shows that: Respondents are most interested in research to create special products for the destination (2.87); followed by rapid and diverse development of destination products (2.84); having a tourism development plan to build new products (2.79); having a policy to promote tourism product development (2.73); improving service quality to have excellent tourism products (2.64). According to Baidal, Sanchez & Rebello (2013), tourist destinations must always seek to develop new products. In addition, Ritchie & Crouch (2003) stated that improving service quality to have excellent tourism products is the top priority of tourist destinations. There is clearly a positive relationship between the actual research and previous research. Because special tourism products will create unique characteristics for the destination. When creating a unique difference to attract tourists, tourists will enjoy visiting Bac Lieu more, based on policies to promote local product development, creating diverse tourism products, making tourists

have time to experience tourist attractions in Bac Lieu, leaving many deep impressions. When the factor promoting product development creates many diverse and rich tourism products, it will have a positive impact on destination marketing.

- Regarding the tourist attraction factors, the criteria for evaluating this scale were rated by respondents at the 4th highest level (2.75) compared to the remaining scales. From the actual survey results, it shows that: Respondents are most interested in: Reasonable hotel service prices (2.87); followed by reasonable restaurant service prices (2.79); staff at tourist destinations have good service attitudes (2.74); friendly and hospitable locals (2.73); and finally, reasonable tour prices (2.6). According to Ritchie & Crouch (2003), factors that attract tourists include tourism business management that responds quickly to market changes, and business organization with reasonable prices. There is clearly a positive relationship between the actual research and previous research. Because the core issue that we often look for when we need to travel is the price of hotel services, the cost of accommodation needs to be reasonably balanced to ensure that the remaining expenses are met during the trip; and this is also often one of the expenses that accounts for the highest proportion of the total cost of the trip. The basic needs of people are food and accommodation, so it is quite reasonable that the actual survey results show that the issue of reasonable restaurant service prices is of great concern to tourists. And finally, the appropriate price of organizing a tour will help tourists easily balance the cost of the trip, helping tourists feel happier and more attracted to the destination.

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- For the destination marketing factor, the criteria for this scale were rated by respondents at 2.72. From the actual survey results, it shows that: Respondents are most interested in local authorities introducing the tourism potential of the province (2.77); followed by local authorities focusing on the overall image of tourism (2.76); having a lot of information to introduce to tourists (2.73); units strongly promoting tourism image (2.70); and finally destinations doing good communication work (2.66). It is clear that there is a positive relationship between the actual research and the research of Ritchie & Crouch (2003) and Armenski Tanja et al. (2011). When tourists see that the local government is interested and has taken steps to introduce tourism potential and focus on the overall image of tourism in the province, they will easily feel safe and secure because this tourist destination has received attention, assurance and investment from the local government. And the more information is introduced, the more tourists will be able to access diverse sources of information.

More easily search and learn about tourist destinations, contributing to the success of tourism destination marketing factors.

- For the destination management factor, the criteria for evaluating this scale were rated by respondents at 2.72. From the actual survey results, it shows that: There are strict management activities that contribute to improving the quality of services at the destination (2.86); followed by ensuring environmental hygiene in the tourist area (2.68); the conservation of tourism resources at the destination is focused on (2.67); and finally, the management board is responsible and resolves work quickly (2.65). It is clear that there is a positive relationship between the actual research and the research of Armenski Tanja & colleagues (2011) and Crouch & Ritchie (1999) on improving the quality and effectiveness of destination management, ensuring the provision of continuous service chains, to meet the conditions of ensuring security, safety, order, and environmental hygiene. Because traveling is to enjoy and relax after a tiring and stressful working time; The spirit and comfortable mood during the trip are always important to tourists. The quality of service at the destination is improved to help tourists meet their spiritual and physical needs. Therefore, this is one of the factors that tourists are most interested in. Nowadays, modern knowledge is increasingly developing, the need to protect the environment has been and is an issue that receives much attention from the community. The actual survey results have reflected the responsibility of the management board, solving the work quickly, the conservation of tourism resources at the destination is very necessary.

- For the natural attraction factor, the criteria for evaluating this scale were rated by respondents at (2.71). From the actual survey results, it shows that: Respondents are most interested in having many types of attractive fruit tree tourism to attract tourists (2.82); second is the climate at Bac Lieu tourist destinations suitable for tourism activities (2.75); next is having many types of attractive animal ecotourism to attract tourists (2.66); and finally, marine ecotourism and culinary tourism to attract tourists (2.62). According to Mihalic (2000) and Orams (2002), natural attractions are natural landscapes, bird gardens, marine resources, the purity of the ecological environment; the richness and novelty of natural resources; the convergence of natural wonders. Obviously, there is a positive relationship between the actual research and previous research. The most attractive type of tourism is Longan Garden tourism, it can be seen that this type of tourism is less dependent on the climate of the tourist area. Specifically, it does not depend on the rainy season. If it receives proper investment and care from gardeners and investors, it will ensure the supply of fruit all year round, meeting

meet the needs of tourists. However, for the type of animal ecotourism that is attractive to tourists visiting Bac Lieu Bird Sanctuary, Lap Dien Bird Sanctuary, it also depends on the factors that attract birds to gather, how to take care of them to maintain and continue to serve to attract tourists during the tourist seasons of the year. Therefore, this type of tourism only receives the second most attention. And the type of tourism that receives the least attention from tourists is the type of marine ecotourism and cuisine that attracts tourists to Nha Mat Beach Area, Bac Lieu. Because marine ecotourism depends a lot on climate and weather, if there are no measures to ensure a stable supply of seafood for tourists, this is a difficult problem to solve. Therefore, the survey results are consistent with reality. The more the natural attraction factor is met, the more positive impact it will have on the factor that attracts tourists.

- For the tourism business activity factor, the criteria for evaluating this scale were rated by respondents at (2.61). From the actual survey results, it shows that: Respondents are most interested in the diversity of shopping items at destinations (2.64); followed by restaurants with many delicious dishes around destinations (2.62); diverse means of transportation, helping tourists travel easily (2.62); and good quality hotels at destinations (2.55). According to Crouch & Ritchie (1999), tourism business activities aim to help destinations develop more and more, which is a requirement to create economic benefits for the community. There is clearly a positive relationship between the actual research and previous research. The diversity of shopping items at destinations will bring more and better choices for tourists, meeting the diverse needs of tourists. The restaurant has many delicious dishes, the quality of the hotel at the destination is improved, making tourists feel comfortable during their trip.

- For the brand building factor, the criteria for evaluating this scale were rated by respondents (2.60). From the actual survey results, it shows that: Respondents think that tourists easily know the Bac Lieu tourism brand (2.51); local people are aware of brand building (2.64); tourists highly appreciate the Bac Lieu tourism brand (2.64); the Bac Lieu tourism brand is known through mass media (2.71). According to Armenski Tanja & colleagues (2011), in a competitive market, brand building is to build the company's reputation with tourists. Besides, Crouch & Ritchie (1999) said that a tourist brand that is easily recognized and highly appreciated by tourists will bring great benefits to tourist destinations. It is clear that there is a positive relationship between the actual research

and previous research. When mass media plays an important role in attracting tourists' attention, the brand is known to many tourists.

- For the infrastructure factor, the criteria for evaluating this scale were rated by respondents (2.52). The survey results show that the quality of the road traffic system is good (2.52); the communication system, wifi works smoothly (2.55); the quality of the electricity and water supply unit is good (2.59); the quality of financial and banking services is convenient (2.41). According to Crouch & Ritchie (1999), infrastructure is an important factor for the successful development of a tourist destination, including the necessary systems and services to promote available physical resources, to be able to receive tourists. There is clearly a positive relationship between the actual research and previous research. The results of the actual survey show that the electricity and water supply system, telecommunications, banking and financial services, and road traffic system need to be further improved to contribute to enhancing the competitiveness of Bac Lieu tourist destination.

- For the factor of enhancing competitiveness, the criteria for evaluating this scale were rated by respondents at (2.34). From the actual survey results, it shows that: The level of interest of respondents gradually decreases from training high-quality human resources for tourism (2.35); having policies to support investors in developing local tourism (2.35); applying modern information technology in tourism development (2.33); and finally connecting locations to develop tourism (2.32). According to Crouch & Ritchie (2003) and Craigwell (2007 ), to compete in the tourism market, it is necessary to identify the target market, have support policies, financial resources, human resources, science and technology, and destinations with the same competitive advantages. There is clearly a positive relationship between the actual research and previous research. This shows that high-quality human resources for tourism; Support policies for investors in developing local tourism; application of modern information technology in tourism development plays an important role in tourists' assessment of improving the competitiveness of tourist destinations.

(See Appendix 1.17)

4.5.8 Test for common method variance

The author used SPSS software, tested a Harman factor, ran EFA to analyze Common Method Bias for the variables belonging to the independent factor that met the requirements in the third EFA run, and included the variables belonging to the dependent factor when they met the requirements in EFA.

Harman single factor test: Run EFA and select only 1 factor (no rotation), the result % of Variance = 23.491% < 50% is satisfactory. The results show that: The interview questionnaire built to conduct the survey of respondents is suitable for reality, proving that the estimated results in the study are reliable. (See Appendix C)

CONCLUSION OF CHAPTER 4

This chapter conducts the official research model testing by Cronbach's Alpha coefficient testing, exploratory factor analysis (EFA), and confirmatory factor analysis (CFA). The CFA results show that the above indicators all meet the requirements, the official research model is suitable for market data. The concepts in the official research model and the components in each concept achieve discriminant value. The composite reliability and extracted variance of each scale are all greater than 0.5, so the scales ensure reliability. The method of testing the hypothesis and the research model is by SEM based on the application of AMOS software. The results of estimating (standardizing) the research model show that the values all meet the requirements, the research model is suitable for market data. The results of estimating the research model by Bootstrap (N = 450) show that although bias appears, it is very small. Therefore, it can be concluded that the estimates in the model ensure reliability. Testing the research hypotheses using the structural equation model - SEM shows that the hypothesized relationship in the official research model is statistically significant. Therefore, the hypotheses in the official research model are all accepted. In addition, this chapter also analyzes the advantages and disadvantages of factors affecting the competitiveness of Bac Lieu tourism destinations, as a basis for proposing solutions to improve the competitiveness of Bac Lieu tourism destinations.

CHAPTER 5

CONCLUSION, MANAGEMENT IMPLICATIONS AND RECOMMENDATIONS

5.1 CONCLUSION

Research on improving the competitiveness of tourist destinations in Bac Lieu province is necessary for the overall tourism development of the province, contributing to the economic development of the locality in particular and Vietnam in general. The objective of the research is to develop a theoretical model and empirically test the factors affecting the enhancement of tourism destination competitiveness in Bac Lieu. Through data analysis, the hypotheses proposed in the research are to identify the relationships in the model. This research is to support the planning and development of sustainable and long-term tourism with the aim of enhancing the competitiveness of tourist destinations in the province. In addition, the research also assesses the current status of tourism development in the province in terms of natural conditions, tourism resources, tourist demand, infrastructure, human resources, tourism business activities, etc., thereby proposing solutions to enhance the competitiveness of tourism in the province with high feasibility.

The study provides a comprehensive picture of the competitiveness of tourist destinations in Bac Lieu, on that basis, specific action plans and programs are developed to meet the requirements of tourism businesses, helping tourism businesses attract more and more visitors. Bac Lieu tourism is in the early stages of development, the gap between Bac Lieu tourism and other provinces in the Mekong Delta and the whole country is still low. Improving the competitiveness of Bac Lieu tourist destinations is one of the important factors helping Bac Lieu tourism industry gradually eliminate the gap, to rise to the group of provinces developing tourism in the Mekong Delta.

The thesis research on enhancing the competitiveness of Bac Lieu tourism destination is truly meaningful in both theory and practice, aiming to exploit tourism resources in the long term and effectively; at the same time contributing to affirming the position of Bac Lieu tourism destination in the Mekong Delta region and the whole country. From the results of analyzing the current status of Bac Lieu tourism destination competitiveness using secondary data, combined with the results of qualitative and quantitative analysis as well as factors affecting Bac Lieu tourism destination competitiveness, it is possible to summarize and draw some conclusions as follows:

- Identify 10 factors affecting the competitiveness of Bac Lieu tourism destination such as: Tourist demand, product development, brand building, destination marketing, natural attractiveness, events of Bac Lieu tourism destination, factors attracting tourists, tourism business activities, results

infrastructure at the destination, destination management. Two scales: Historical and cultural attractiveness of Bac Lieu tourist destination and human resources serving tourism are excluded from the model, because these two factors do not have much impact on the competitiveness of Bac Lieu tourist destination according to tourists' assessment.

- The study determined the important coefficients and the level of impact of factors affecting destination competitiveness. The study found that the factors Destination Marketing, Tourist Attraction, and Destination Management have a direct impact on destination competitiveness. The result is that Destination Marketing has the strongest impact on destination competitiveness; followed by Destination Management, which has an average impact on destination competitiveness; and finally, the factor Tourist Attraction has a low impact on destination competitiveness.

- Building a theoretical research framework with 11 standards and 48 criteria for evaluating the competitiveness of Bac Lieu tourist destination.

- Assess the current status of factors affecting the enhancement of Bac Lieu tourism destination competitiveness through secondary data and expert assessment. Thereby, the results show that Bac Lieu tourism destination competitiveness has increased in the period 2015 - 2018, however, the results have not yet reflected the current potential and advantages of the province.

- Descriptive statistical analysis; the average value of the competitiveness scales of Bac Lieu tourist destination mostly reached the average level according to the assessment of 450 tourists. This is not a high score, requiring Bac Lieu to focus all resources to improve competitiveness in the coming time.

- Test the reliability of the scales in the research framework of Bac Lieu tourism destination competitiveness using Cronbach's Alpha reliability coefficient (removing variables THKDL6, NNL2, NLCT1). EFA exploratory factor analysis has eliminated 2 inappropriate observed variables (NNL3, NCKDL1) to include in EFA exploratory factor analysis. After the 3rd SEM test, 2 independent variables NNL and HDLS were eliminated, the remaining variables are: NCKDL, PTSP, XDTH, SKDD, HDKDDL, KCHT, MTDD, THKDL, QLDD.

- The thesis has proposed very meaningful management implications for tourism companies, entertainment areas, tourist destinations, to increase competitive advantage, contributing to the overall development of the tourism industry in Bac Lieu province. The goal of tourism managers, tourism businesses, and people in the province is for Bac Lieu to become an attractive and successful destination and affirm its competitive position in the tourism market .

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