MINISTRY OF EDUCATION AND TRAINING NATIONAL ECONOMICS UNIVERSITY
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TRAN THI HUYEN TRANG
FACTORS AFFECTING COMPANY COOPERATION RELATIONSHIPS
TRAVEL WITH SUPPLIERS IN THE TOURISM SUPPLY CHAIN
Hanoi – 2017
MINISTRY OF EDUCATION AND TRAINING NATIONAL ECONOMICS UNIVERSITY
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TRAN THI HUYEN TRANG
FACTORS AFFECTING COMPANY COOPERATION RELATIONSHIPS
TRAVEL WITH SUPPLIERS IN THE TOURISM SUPPLY CHAIN
Major: Economic Management (Tourism Economics) Code: 62340410
Scientific supervisor : Associate Professor, Dr. Nguyen Van Manh
Hanoi - 2017
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COMMITMENT
I have read and understand the academic integrity violations. I declare on my personal honor that this research is my own work and does not violate the requirements of academic integrity.
All figures and quotes are accurately and clearly sourced.
The analysis of the thesis has not been published in any work.
I take full responsibility for this statement.
Hanoi, date month year 2017
Instructor
Assoc.Prof.Dr. Nguyen Van Manh
Thesis author
PhD student Tran Thi Huyen Trang
During the process of writing my thesis, I received dedicated guidance and instruction from my scientific supervisor – who is also my respected teacher. First of all, I would like to express my sincere thanks to Associate Professor, Dr. Nguyen Van Manh !
During the process of researching and implementing this thesis as well as working at the Faculty of Tourism and Hospitality - National Economics University, I have always received the sharing and help of the teachers in the Faculty and other colleagues in the school. I always feel proud and grateful to work in a professional and dynamic educational environment. I would like to express my deep gratitude to the teachers and colleagues!
I have also received enthusiastic help from many generations of alumni and students of the National Economics University in collecting data. I would like to acknowledge your feelings and sincerely thank you.
I would like to thank my family for always being there, encouraging, sharing and motivating me to complete this thesis. Without them and their sacrifices, there would certainly be no me today.
Once again, thank you very much!
Hanoi, date month year 2017
Thesis author
PhD student Tran Thi Huyen Trang
ACKNOWLEDGEMENTS TABLE OF CONTENTS
LIST OF ABBREVIATIONS
LIST OF TABLES, FIGURES, MODELS
CHAPTER 1: INTRODUCTION TO THESIS TOPIC 1
1.1. Reasons for choosing the research problem 1
1.2. Objectives, objects and scope of the thesis 6
1.2.1. Research objectives 6
1.2.2. Research subjects 7
1.2.3. Scope of research 7
1.3. Research significance of the thesis topic 7
1.4. Structure of the thesis 9
CHAPTER 2: LITERATURE REVIEW ON COOPERATIVE RELATIONSHIPS BETWEEN TRAVEL AGENTS AND SUPPLIERS IN THE TOURISM SUPPLY CHAIN 10
2.1. Basic concepts of cooperative relationships 10
2.1.1. Concept of travel business and travel company 10
2.1.2. Concept and classification of travel company suppliers 11
2.1.3. Concept of tourism supply chain 12
2.1.4. The concept of cooperation 15
2.2. Classification of cooperation and cooperative relationships between travel companies and suppliers 17
2.2.1. Classification of cooperation in the tourism sector 17
2.2.2. The cooperative relationship between travel companies and tourism service providers 19
2.3. Research theories on the cooperative relationship between travel companies and suppliers 21
2.3.1. Transaction cost theory 21
2.3.2. Social capital theory 24
2.3.3. Resource-based theory 28
2.3.4. Resource Dependence Theory 29
2.4. Factors measuring the cooperative relationship of travel companies with suppliers in the tourism supply chain 31
2.4.1. Information sharing 32
2.4.2. Decision Synchronization 34
2.4.3. Integrating the reward system 35
2.5. Factors affecting the cooperative relationship between travel companies and suppliers in the tourism supply chain 36
2.5.1. Specificity of assets 37
2.5.2. Behavioral uncertainty 38
2.5.3. Faith 40
2.5.4. Commitment 43
2.5.5. Personal relationships 45
2.5.6. Customer-oriented policy 48
2.5.7. Application of information technology in the chain 49
2.5.8. Culture of cooperation in the chain 51
2.6. Research model and hypotheses 52
2.6.1. Research model 52
2.6.2. Research hypotheses 54
CHAPTER 2 SUMMARY 58
CHAPTER 3: RESEARCH METHODS OF THESIS TOPIC 59
3.1. Research design 59
3.1.1. Research methods 59
3.1.2. Research process 60
3.2. Quantitative research 63
3.2.1. Questionnaire development process 63
3.2.2. Research sample 64
3.2.3. Building the 65 scale
3.3. Qualitative research 72
3.3.1. In-depth interview objectives 72
3.3.2. Method of conducting in-depth interviews 72
3.3.3. Qualitative research results 74
3.3.4. Expressing and recoding the scale 78
CHAPTER 3 SUMMARY 83
CHAPTER 4: RESULTS OF THESIS RESEARCH 84
4.1. Descriptive statistics of the research sample according to control variables 84
4.1.1. Current status of travel companies in Hanoi 84
4.1.2. Description of research sample 85
4.2. Preliminary assessment of the scale using Cronbach alpha 88
4.2.1. Assessing the reliability of the scale measuring the cooperative relationship between travel companies and suppliers in the tourism supply chain 89
4.2.2. Assessment of the reliability of the scale of trust of travel companies with suppliers 90
4.2.3. Assessment of the reliability of the scale The commitment of travel companies to suppliers 91
4.2.4. Assessment of the reliability of the scale Personal relationships of travel companies with suppliers 92
4.2.5. Assessment of the reliability of the IT Application scale in the chain 93
4.2.6. Assessment of the reliability of the Customer Orientation Policy scale 94
4.2.7. Assessment of the reliability of the Collaborative Culture scale in the 95 chain
4.2.8. Assessment of the reliability of the Asset Specificity scale 96
4.3. Preliminary assessment of the scale using exploratory factor analysis EFA 98
4.4. Scale validation by confirmatory factor analysis (CFA) 104
4.4.1. Results of testing model 1 using CFA analysis 104
4.4.2. Results of testing model 2 using CFA analysis 107
4.5. Model testing and research hypotheses 110
4.5.1. Testing model 1 using SEM analysis 110
4.5.2. Testing model 2 using SEM analysis 115
SUMMARY OF CHAPTER 4 123
CHAPTER 5: DISCUSSION OF RESEARCH RESULTS AND RECOMMENDATIONS 124
5.1. Discussion of research results 124
5.1.1. The impact of trust on the cooperative relationship of travel companies with suppliers in the tourism supply chain 124
5.1.2. The impact of commitment on the cooperative relationship of travel companies with suppliers in the tourism supply chain 125
5.1.3. The impact of personal relationships on the cooperative relationships of travel companies with suppliers in the tourism supply chain 125
5.1.4. Impact of IT application in the chain on the cooperative relationship between travel companies and suppliers in the tourism supply chain 126
5.1.5. The impact of customer-oriented policy on travel agency commitment to suppliers 126
5.1.6. The impact of trust on travel agency commitment to suppliers 126
5.2. Proposals to improve the effectiveness of the cooperation relationship between travel companies and suppliers in the tourism supply chain 127
5.2.1. Building trust between travel companies and suppliers in the tourism supply chain 127
5.2.2. Strengthening the commitment of travel companies to suppliers in the tourism supply chain 128
5.2.3. Establishing personal relationships between travel agencies and suppliers in the tourism supply chain 129
5.2.4. Develop a customer-oriented policy to deliver superior value to visitors 130
5.2.5. Applying IT to improve the cooperative relationship between travel companies and suppliers in the tourism supply chain 131
5.3. Recommendations 132
5.3.1. Recommendations to State Management Agencies 132
5.3.2. Recommendations for travel agencies 133
5.3.3. Recommendations for tourism service providers 134
5.4. Contributions of the thesis 134
5.4.1. Theoretical contributions 134
5.4.2. Practical contributions 135
5.5. Limitations and future research directions 136
SUMMARY OF CHAPTER 5 137
CONCLUSION 138
LIST OF PUBLISHED WORKS OF THE AUTHOR 139
REFERENCES 140
APPENDIX 1. IN-DEPTH INTERVIEW FORM 153
APPENDIX 2. SURVEY FORM (Official research) 155
APPENDIX 3. RESULTS OF OFFICIAL QUANTITATIVE RESEARCH 161