Factors affecting Ha Tien tourism development - Perspective from tourists

MINISTRY OF EDUCATION AND TRAINING

HO CHI MINH CITY UNIVERSITY OF ECONOMICS

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DANG THI KIM HUE

FACTORS AFFECTING

HA TIEN TOURISM DEVELOPMENT - TOURISTS' PERSPECTIVE

MASTER'S THESIS IN ECONOMICS

Ho Chi Minh City - 2017

MINISTRY OF EDUCATION AND TRAINING

HO CHI MINH CITY UNIVERSITY OF ECONOMICS

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DANG THI KIM HUE

FACTORS AFFECTING

HA TIEN TOURISM DEVELOPMENT - TOURISTS' PERSPECTIVE

Major: Economic Management Code: 60340410

MASTER'S THESIS IN ECONOMICS

SCIENTIFIC INSTRUCTOR: PROFESSOR, DR. NGUYEN DONG PHONG

Ho Chi Minh City - 2017

COMMITMENT

I certify that the thesis "Factors affecting Ha Tien tourism development - Perspective from tourists" is completed based on my own research results and this research results are honest, not published in any other scientific research work.

Ho Chi Minh City, July 10, 2017

Thesis author

Dang Thi Kim Hue

INDEX

COVER PAGE STATEMENT OF GUARANTEE TABLE OF CONTENTS

LIST OF ABBREVIATIONS LIST OF TABLES

PHOTO LIST

CHAPTER 1 INTRODUCTION TO THE STUDY 1

1.1. Reasons for choosing topic 1

1.2. Research objective 2

1.2.1. General objective 2

1.2.2. Specific objectives 2

1.3. Research question 2

1.4. Research Objects and Scope 2

1.4.1. Research subject 2

1.4.2. Scope of research 3

1.5. Research method 3

1.6. Scientific and practical significance of topic 3

1.6.1. Scientific significance of topic 3

1.6.2. Practical significance of topic 3

1.7. Outline of study 3

CHAPTER 2 THEORETICAL BASIS 5

2.1. Theories of consumer choice behavior 5

2.1.1. Theory of consumer trends 5

2.1.2. Theory of reasoned action - TRA 5

2.1.3. Theory of Planned Behavior - TPB 6

2.1.4. Brand impact on choice trends 7

2.1.5. Impact of promotional activities on choice trends 7

2.2. Review of previous studies 8

2.2.1. Foreign studies 8

2.2.2. Domestic studies 9

2.3. Theory of tourism 11

2.3.1. Service and Service Quality 11

2.3.2. Tourism and types of tourism 15

2.3.3. Services and quality of tourism services 21

CHAPTER 3 RESEARCH METHODS 27

3.1. Research data and scales 27

3.1.1. Data Classification 27

3.1.2. Scales 27

3.2. Research model and process 29

3.2.1. Research model 29

3.2.2. Model explanation 30

3.2.3. Research process 34

CHAPTER 4 RESEARCH RESULTS ON FACTORS AFFECTING HA TIEN TOURISM - TOURISTS' PERSPECTIVE.. 35

4.1. Ha Tien - Tourism potential 35

4.1.1. Natural conditions 35

4.1.2. Ha Tien socio-economics 36

4.1.3. Ha Tien - Tourism potential 39

4.1.4. Results of tourism activities of Ha Tien 43

4.2. Results of analysis of factors affecting tourism in Ha Tien -

View from tourist 45

4.2.1. Research sample information 45

4.2.2. Factors affecting Ha Tien tourism development - perspective from tourists 49

4.2.3. Tourists' opinions on the possibility of returning to Ha Tien 64

CONCLUSIONS AND RECOMMENDATIONS 67

1. Conclusion 67

2. Recommendation 68

LIST OF ABBREVIATIONS

GDP ................Gross national income

ISO .................International Organization for Standardization International Organization for Standardization

MGD ..............Model of Goal Directed Behavior

Goal-oriented behavioral model Publisher ...............SERVQUAL Publishing House..SERVice QUALity

Service quality TCVN ............Vietnam standards

TPB................Theory of Planned Behavior

TRA ...............Theory of Reasoned Action WTTC.............World Tourism and Travel Council

World Travel and Tourism Council

Table 1. Destination image scales 30

Table 2. Transport infrastructure scale 31

Table 3. Tourism infrastructure scale 31

Table 4. Accommodation service scale 32

Table 5. Food service scale 32

Table 6. Human factor scale 32

Table 7. Tour guide factor scale 33

Table 8. Travel cost scale 33

Table 9. Support factor scale 34

Table 10. Ha Tien population statistics 37

Table 11. Labor statistics of Ha Tien 37

Table 12. Service production value 38

Table 13. Accommodation statistics 41

Table 14. Statistics of tourists to Ha Tien 43

Table 15. Statistics on length of stay of tourists when coming to Ha Tien 43

Table 16. Personal characteristics statistics 45

Table 17. Occupational statistics of tourists 47

Table 18. Personal characteristics statistics 47

Table 19. Statistics of Ha Tien tourist information 48

Table 20. Destination image statistics 49

Table 21. Statistics on transport infrastructure assessment 52

Table 22. Statistics on tourism infrastructure assessment 53

Table 23. Statistics on accommodation service evaluation 55

Table 24. Statistics on food service 57

Table 25. Statistics on human factor 58

Table 26. Statistical comments on tour guides 59

Table 27. Statistics on tourists' opinions about tourism costs 61

Table 28. Statistics on tourists' opinions about local support 63

Table 29. Statistics on tourists' opinions on returning to Ha Tien 64

Table 30. Summary of factor scores 65

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Table 1. Land use structure of Ha Tien 36

Table 2. Labor rate in Ha Tien 38

Table 3. Structure of service production value 39

Table 4. Number of hotels in Ha Tien 42

Table 5. Labor in tourism service activities 42

Table 6. Statistics on revenue from accommodation and food services 44

Table 7. Revenue from accommodation and food services 45

Table 8. Statistics on tourist level 46

Table 9. Statistics on tourist income 47

Table 10. Opinions of tourists returning to Ha Tien 65

Figure 1. Model of the theory of reasoned action 5

Figure 2. Theory of Planned Behavior 6

Figure 3 Proposed research model 29

Figure 4 Research process 34

Factors affecting Ha Tien tourism development - Perspective from tourists - 1

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