Expert Panel Discussion Results

9. What do you think is important when choosing a homestay to stay at?

10. How do you find out information about homestay?

Part 2: Reaffirming the factors affecting the intention to choose homestay as a place to stay when traveling

Please give your opinion on the following factors, in your opinion, which factors affect the intention to choose homestay as a place to stay when traveling? Why? (Among the factors affecting the intention to choose homestay as a place to stay when traveling in the proposed model, is there any factor that the interviewers have not mentioned after discussing the above questions? We will now bring it up for the interviewers to give their opinions)

What do you think about the following observations? Which observations do you think affect the above factors? Why?

THANK YOU VERY MUCH FOR PARTICIPATING IN TODAY'S DISCUSSION

APPENDIX 2: RESULTS OF EXPERT GROUP DISCUSSION

Scale

Note
Attitude	Add a new variable, type 1 variable
You think it would be fun to choose a homestay	Agree level 4/5
You think you will be satisfied if you choose homestay	Agree level 3/5
You think it would be beneficial to choose a homestay	Agree level 1/5
You think it will be relaxing if you choose homestay	Agree level 4/5
Do you think it would be beneficial to choose a homestay?	Agree level 5/5
You think it will be safe if you choose homestay	Agree level 5/5
Subjective standard	Add a new variable
The people important to you will choose homestay	Agree level 5/5
People important to you think you should choose homestay	Agree level 5/5
People whose opinions you value agree with you choose homestay	Agree level 5/5
You see most people around you have stayed at homestay	Agree level 5/5
Motivation
Choosing a homestay will give you the opportunity to experience a different lifestyle.	Agree level 5/5
Choosing a homestay will help you understand the culture at the tourist destination. calendar	Agree level 4/5
Choosing a homestay will help you find and buy souvenir products. souvenirs, local gifts	Agree level 5/5
Choosing a homestay will help you visit many beautiful and special sights. sharp	Agree level 5/5
Choosing a homestay will allow you to enjoy special dishes.	Agree level 5/5

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Tangible means
Full facilities and equipment, convenient	Agree level 5/5
The rooms in the homestay are clean.	Agree level 5/5
Convenient transportation	Agree level 4/5
The homeowner lives neatly and tidily.	Agree level 4/5
Fresh environment and surrounding scenery	Agree level 5/5
Economic	Add a new variable
Accommodation at reasonable prices	Agree level 5/5
Price matches quality of service	Agree level 4/5
Bring income to local people	Agree level 5/5
Perceived value is higher than cost	Agree level 5/5
Homestay helps you save money	Agree level 5/5
Advertisement	Add a new variable
You often see homestay advertisements on social networks. festival	Agree level 5/5
You often see homestay introductions on websites. electronic newspaper	Agree level 5/5
You often see homestay reviews on forums. travel group	Agree level 5/5
You see homestay on reputable online booking websites	Agree level 4/5
Intention to choose homestay as a place to stay
You will choose homestay as your accommodation when traveling	Agree level 5/5
You will share positive experiences about homestay for relatives, friends, colleagues	Agree level 5/5
You will recommend the homestay to people who need information about accommodation during their trip	Agree level 5/5

APPENDIX 3: FOCUS GROUP DISCUSSION

A) List of group discussions

STT

NAME	POSITION	WORK UNIT
1	Phan Nguyen Duc Huy	Credit Specialist	BIDV Bank
2	Dinh Thi Hong Be	Documentation staff	Vanguard Logistics Services Vietnam Co., Ltd.
3	Do Duy Cung	Sales Team Leader	Prudential Finance Company Vietnam
4	Nguyen Hai Truong	Maintenance Engineer	Posco ss vina co.,ltd
5	Dinh Thi An	Student	University of Industry
6	Nguyen Thi Ngoc	Accountant	Vietjet Aviation Joint Stock Company
7	Huynh Thi Hong Bich	Marketing Staff	Foody Joint Stock Company
8	Nguyen Thi Hong Lien	Credit Specialist	Shinhan Bank
9	Tran Vu Quynh Trang	Purchasing staff	Samsung Electronics Vietnam Co., Ltd.
10	Pham Quoc Tu	Purchasing staff	Hoa Sen Group Joint Stock Company

B) Content

Dear Sir/Madam. My name is Tran Thi Hoa Mi, a graduate student of the 25th class of Business Administration, University of Economics, Ho Chi Minh City. I am currently conducting a research on the topic: "Factors affecting the intention to choose a homestay as a place to stay when traveling". I hope you can support me in contributing your opinions, feelings and valuable assessments so that I can complete this research well. I hereby guarantee that the results of today's discussion are entirely for scientific research purposes and not for commercial purposes.

Filter questions

1. Have you ever used a homestay as accommodation when traveling?

- Yes -> Continue

- No -> Stop

2. Please let us know if anyone in your family is working in the following fields:

- Advertising company -> Stop

- Market research company -> Stop

- Radio/TV/newspaper -> Stop

- None of the above -> Continue

3. Have you participated in an interview for a homestay service in the past 6 months?

- Yes -> Stop

- No -> Continue

Discussion outline

First, let me clarify the concept of homestay: “Homestay is a type of accommodation with rooms for rent, visitors will rent a room from a local family and stay with the host to learn about the local culture, lifestyle or language. The living arrangements, utilities and meals are all provided by a host” .

- Attitude factor

When you know that attitude factor has an impact on the intention to choose homestay as a place to stay when traveling, do you agree? Why? How do you understand the attitude factor in choosing homestay as a place to stay when traveling?

According to you, what are the attitudes in choosing a homestay as a place to stay when traveling? Why?

Here are some observations for the attitude factor. Are there any observations that you find confusing or need to be adjusted? Are there any observations that you would like to remove? Are there any observations that would need to be added to the factor? Why?

Attitude

You think it would be fun to choose a homestay

You think you will be satisfied if you choose homestay

You think it will be relaxing if you choose homestay

Do you think it would be beneficial to choose a homestay?

You think it will be safe if you choose homestay

- Subjective standard factor

When it is known that subjective norms have an impact on the intention to choose a homestay as a place to stay when traveling, do you agree? Why? How do you understand the subjective norms that lead to choosing a homestay as a place to stay when traveling? According to you, what are the descriptions of subjective norms that lead to choosing a homestay as a place to stay when traveling? Why?

Here are some observations for the subjective norm factor. Are there any observations that you find confusing and need to be adjusted? Are there any observations that you would like to remove? Are there any observations that should be added to the factor? Why?

Subjective standard

The people important to you will choose homestay

People important to you think you should choose a homestay

People whose opinions you value agree with your choice of homestay.

You see most people around you have stayed at a homestay.

- Motivational factors

When you know that motivational factors have an impact on the intention to choose a homestay as a place to stay when traveling, do you agree? Why? How do you understand the motivational factors in choosing a homestay as a place to stay when traveling?

According to you, what are the motivations for choosing a homestay as a place to stay when traveling? Why?

Here are some observations for the motivation factor. Are there any observations that you find confusing or need to be adjusted? Are there any observations that you would like to remove? Are there any observations that you would like to add to the factor? Why?

Motivation

Choosing a homestay will give you the opportunity to experience a different lifestyle.

Choosing a homestay will help you understand the culture at the tourist destination.

Choosing a homestay will help you find local souvenirs and gifts.

Choosing a homestay will help you visit many unique beautiful scenes.

Choosing a homestay will allow you to enjoy local specialties.

- Tangible media factor

When you know that the tangible factor has an impact on the intention to choose homestay as a place to stay when traveling, do you agree? Why? How do you understand the tangible factor of homestay?

What do you think the tangibles of a homestay include? Why? Here are some observations for the tangibles element. Do you feel that any observations are confusing and need to be adjusted? Are there any observations that you should remove? Are there any observations that need to be added to the element? Why?

Tangible means

Full facilities and equipment, convenient

The rooms in the homestay are clean.

Convenient transportation

The homeowner lives neatly and tidily.

Fresh environment and surrounding scenery

- Economic factors

When you know that economic factors have an impact on the intention to choose a homestay as a place to stay when traveling, do you agree? Why? How do you understand the economic factor when choosing a homestay as a place to stay when traveling?

According to you, what are the economic considerations when choosing a homestay as a place to stay when traveling? Why?

Here are some observations for the economic factor. Are there any observations that you find confusing or need to be adjusted? Are there any observations that you would like to remove? Are there any observations that you would like to add to the factor? Why?

Economic

Accommodation at reasonable prices

Price matches quality of service

Bring income to local people

Perceived value is higher than cost

Staying at a homestay helps you save money.

- Advertising element

When you know that advertising factors have an impact on the intention to choose homestay as a place to stay when traveling, do you agree? Why? How do you understand the advertising factor in choosing homestay as a place to stay when traveling?

According to you, what descriptions influence the choice of homestay as a place to stay when traveling? Why?

Here are some observations for the advertising element. Are there any observations that you find confusing or need to be adjusted? Are there any observations that you would like to remove? Are there any observations that you would like to add to the element? Why?

You often see homestay advertisements on social networks.

You often see homestay introductions on electronic newspapers.

You often see homestay reviews on travel forums.

You see homestay on reputable online booking websites

- Intention to choose homestay

Factors affecting behavioral intention to choose homestay as accommodation when traveling, how do you understand behavioral intention?

According to you, what are the descriptions of choosing a homestay as a place to stay when traveling? Why?

Here are some observations for behavioral intention. Are there any observations that you find confusing and need to be adjusted? Are there any observations that you should remove? Are there any observations that need to be added to the factor? Why?

Intention to choose homestay

You will choose homestay as your accommodation when traveling

You will share positive homestay experiences with relatives, friends, and colleagues.

You will recommend the homestay to people who need information about accommodation during their trip.

THANK YOU VERY MUCH FOR PARTICIPATING IN TODAY'S DISCUSSION!