CHAPTER 3: RESEARCH DESIGN
3.1 Research process
From the research model proposed in chapter 2, the author builds a research process for the topic: "Factors influencing the intention to choose homestay as a place to stay when traveling" shown in figure 3.1 as follows
Figure 3.1: Research process
Source: Author's proposal (2018)
3.2 Qualitative research design
3.2.1 Conduct qualitative research
After studying the documents to understand the concepts, background theories, and related studies, the author built the proposed model and related hypotheses. However, in order for the research model and the scales in the model to be suitable for the market in Vietnam, it is necessary to go through a qualitative research step to calibrate the model and scales to be suitable.
Qualitative research aims to exploit thoughts, opinions, and perspectives
inside of customers. Using a discussion outline will explore their psychology and thoughts. The discussion outline with open-ended questions is exploratory in nature to know which factors affect the intention of choosing a homestay for the interviewers as well as the observations that the interviewers think will describe these factors. If any factors are mentioned that are not included when the author compares with the original proposed model, they will consider adding them. As well as which factors are included in the model that the interviewers did not mention, the author will ask again through the discussion. At the same time, the interviewers will also consider removing, adding or adjusting anything in the observations such as changing words, clarifying the meaning of descriptive sentences, in order to adjust the research model and related hypotheses to suit the Vietnamese market. The author will use one-on-one interviews with experts and group discussions in qualitative research to collect information.
Expert Discussion: Conduct a discussion with 5 experts who have knowledge and understanding of tourism in the Vietnamese market.
Group discussion: Continue the discussion with a group of about 10 tourists who have chosen homestays to stay when traveling in the past year.
3.2.2 Qualitative research results
After discussing with 5 experts, the experts agreed that there are 6 factors influencing the intention to choose homestay as a place to stay when traveling: attitude, subjective norms, motivation, tangible means, economy and advertising. In addition, the experts have added and edited the measurement variables of the model to complete the scales suitable for the current situation in our country.
Attitude factor
Experts agree that when customers have faith and positive thoughts about something, it will be easier for them to do it. Choosing a place to stay when traveling for tourists in this modern life is not just choosing a place to sleep and rest, but where they must experience new and interesting things, feel comfortable and relaxed, have satisfaction throughout the trip as well as help them learn many new and useful things. Experts think that the content of the variable
The observation “ you think it would be very beneficial to choose a homestay as a place to stay when traveling” has a general meaning and is expressed in the remaining measurement variables, so 4/5 experts suggested removing this observation variable. In addition, experts also have the opinion that if tourists feel safe when staying at a homestay, they will feel that choosing that place to stay is the right choice. Ms. Huong said: “ Traveling is about going out, going to relieve stress, so in addition to having fun, you also have to find a safe place to stay, ensuring security, if you go out and have fun but when you come back, you are not happy, it is better not to travel”. Therefore, the fact that tourists feel safe when staying at a homestay will also have a positive impact on their choice. Besides, as Mr. Bao also shared as follows: " I am a tour guide so I lead many different groups of guests, I have also stayed in hotels, resorts, and homestays, but only in homestays can I experience the local life, eat and drink with the host, explore new and unique places that only locals know, both I and the guests find everything very interesting." In summary, after discussing with experts, the factor "Attitude" is measured by the observed variables:
- You think it would be interesting to choose a homestay as a place to stay when traveling
- You think you will be satisfied if you choose homestay as your accommodation when traveling
- You think it will be relaxing if you choose a homestay as your accommodation when traveling
- Do you think it would be beneficial to choose a homestay as a place to stay when traveling?
- You think it will be safe to choose a homestay as a place to stay when traveling
Subjective standard factor
People who are important to you, people you respect, you will listen to their advice, their sharing and feel confident. If your brother, sister, or close friend has traveled, stayed at a homestay and when they returned, they praised it, then next time you will definitely choose the place where your relatives have gone to experience the wonderful things you have heard. In addition, 5/5 experts also agree with Ms. Anh's opinion that: "In fact, you will be easily influenced and choose the place where you see most people around you have stayed" . That is why the observation " You see most people around you have stayed at
homestay” was added to the scale. In summary, after discussion with experts, the factor “Subjective norm” was measured by the observed variables:
- People important to you will choose homestay as a place to stay when traveling
- People who are important to you think you should choose a homestay as your accommodation when traveling
- People whose opinions you value agree with you choosing a homestay as your place to stay when traveling.
- You see that most people around you have stayed at homestays when traveling.
Motivational factors
Why do you go to school, because you want to gain knowledge, have a degree, why do you go to work because you want to earn money. So why do you stay at a homestay when traveling, because you want to experience a different lifestyle, understand more about local culture, eat food cooked by the host... are the things you want to motivate you to do that. Mr. Hung also shared more " In the past, when traveling, I mainly took guests to famous places to take pictures, eat and then return to the hotel to rest, but now when guests stay at a homestay, they live, eat and chat with the homestay owner's family, the homestay owner even took me and the guests to visit places that even tour guides like me did not know about, so we really experienced a different life and learned about many unique places to visit". In summary, after discussing with experts, the factor "Motivation" is measured by the observed variables:
- 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 traveling, no matter where you stay, the room must be clean and tidy, with
"Full basic amenities are new " Ms. Linh shared. Nowadays, life is getting better and better, so everyone will choose a place to stay with full facilities, the space in the room must be clean, and at the same time, living with the landlord, so they also need to be neat and tidy so that both sides feel comfortable. In addition, the issue of traffic and the surrounding environment will also affect the intention of tourists when choosing a place to stay. In summary, after discussing with experts, the factor "Tangible means" is measured by the observed variables:
- Full facilities and equipment, convenient
- Clean rooms in homestay
- Convenient transportation
- The owner lives neatly and tidily
- Fresh environment and surrounding scenery
Economic
People are always satisfied when they feel that the value they pay for something is higher than expected. The same goes for paying for accommodation when traveling, everyone will be satisfied when the accommodation is reasonably priced, even much cheaper than staying at a hotel, but the perceived value is quite high. In addition, staying at a homestay also brings income to the local people, which is great. 4/5 experts also agree with Anh Bao when he said that "the host providing homestay accommodation will also have basic services included, so when tourists spend money to buy accommodation, they must feel that the price they pay must be appropriate to the quality of service they are provided". Therefore, the statement "Price is appropriate to the quality of service" will be added to the scale. In summary, after discussing with experts, the factor "economical" is measured by the observed variables:
- Accommodation at reasonable prices
- Price is suitable for service quality
- Perceived value is higher than the cost
- Bring income to local people
- Staying at a homestay helps you save money
Advertisement
Life is getting more and more modern, the technology era is everywhere, everyone uses smartphones, television is developed, social networks are popular, so there is no reason to ignore such a beneficial advertising channel. The fact that you often see advertisements introducing homestays on websites, Facebook, Instagram, even many newspapers also talk about homestays will attract you, even just by going to forums, positive and good reviews for homestays and being supported by the majority of the online community will also give you more reasons to choose homestays and Ms. Anh shared more: " Many reputable travel booking websites apply for homestay bookings, so as long as tourists intend to go to the website to find a hotel, when they see the homestay on it, they can consider and change their mind ." The experts agreed with her statement 4/5 times and decided to add the statement: "You see the homestay on reputable online booking websites". In summary, after discussing with the experts, the "Advertising" factor is measured by the following observed variables:
- 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
Experts all agreed 5/5 with the dependent variable "intention to choose homestay as a place to stay" measured by the observed variables:
- You will choose homestay as your accommodation when traveling
- You will share positive experiences about homestay with relatives, friends, colleagues
- You will recommend homestays to people who need information about accommodation during their trip
After interviewing the expert, the author continued the group discussion. At this time, the statements were edited as follows:
Table 3.1: Summary results of focus group discussion
Original scale
Adjustable scale | |
Attitude | |
You think it will be safe if you choose homestay | You feel that staying at a homestay is also very safe. |
Motivation | |
Choosing a homestay will give you the opportunity to experience a different lifestyle. | Choosing a homestay will give you the opportunity to experience a different lifestyle (eating and living with local people). |
Tangible means | |
Convenient transportation | Convenient transportation (easy to travel, vehicles for rent such as bicycles and motorbikes) |
The homeowner lives neatly and tidily. | The homeowner always keeps everything neat and tidy in the common living spaces. between host and guest |
Fresh environment and surrounding scenery | Beautiful natural landscape environment |
Economic | |
Homestay helps you save money | Homestay is cheaper than hotel |
Maybe you are interested!
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Identify Rating Levels and Rating Scales
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of the islanders. Therefore, this indicator will be divided into two sub-indicators:
a1. Natural tourism attractiveness a2. Cultural tourism attractiveness
b. Tourist capacity
The two island communes in Quan Lan have different capacities to receive tourists. Minh Chau Commune is home to many standard hotels and resorts, attracting high-income domestic and international tourists. Meanwhile, Quan Lan Commune has many motels mainly built and operated by local people, so the scale and quality are not high, and will be suitable for ordinary tourists such as students.
c. Time of exploitation of Quan Lan Island Commune:
Quan Lan tourism is seasonal due to weather and climate conditions and festivals only take place on certain days of the year, specifically in spring. In Quan Lan commune, the period from April to June and from September to November is considered the best time to visit Quan Lan because the cultural tourism activities are mainly associated with festivals taking place during this time.
Minh Chau island commune:
Tourism exploitation time is all year round, because this is a place with a number of tourist attractions with diverse ecosystems such as Bai Tu Long National Park Research Center, Tram forest, Turtle Laying Beach, so besides coming to the beach for tourism and vacation in the summer, Minh Chau will attract research groups to come for tourism combined with research at other times of the year.
d. Sustainability
The sustainability of ecotourism sites in Quan Lan and Minh Chau communes depends on the sensitivity of the ecosystems to climate changes.
landscape. In general, these tourist destinations have a fairly high level of sustainability, because they are natural ecosystems, planned and protected. However, if a large number of tourists gather at certain times, it can exceed the carrying capacity and affect the sustainability of the environment (polluted beaches, damaged trees, animals moving away from their habitats, etc.), then the sustainability of the above ecosystems (natural ecosystems, human ecosystems) will also be affected and become less sustainable.
e. Location and accessibility
Both island communes have ports to take tourists to visit from Van Don wharf:
- Quan Lan – Van Don traffic route:
Phuc Thinh – Viet Anh high-speed boat and Quang Minh high-speed boat, depart at 8am and 2pm from Van Don to Quan Lan, and at 7am and 1pm from Quan Lan to Van Don. There are also wooden boats departing at 7am and 1pm.
- Van Don - Minh Chau traffic route:
Chung Huong high-speed train, Minh Chau train, morning 7:30 and afternoon 13:30 from Van Don to Minh Chau, morning 6:30 and afternoon 13:00 from Minh Chau to Van Don.
f. Infrastructure
Despite receiving investment attention, the issue of infrastructure and technical facilities for tourism on Quan Lan Island is still an issue that needs to be resolved because it has a direct impact on the implementation of ecotourism activities. The minimum conditions for serving tourists such as accommodation, electricity, water, communication, especially medical services, and security work need to be given top priority. Ecotourism spots in Minh Chau commune are assessed to have better infrastructure and technical facilities for tourism because there are quite complete and synchronous conditions for serving tourists, meeting many needs of domestic and foreign tourists.
3.2.1.4. Determine assessment levels and assessment scales
Corresponding to the levels of each criterion, the index is the score of those levels in the order of 4, 3, 2, 1 decreasing according to the standard of each level: very attractive (4), attractive (3), average (2), less attractive (1).
3.2.1.5. Determining the coefficients of the criteria
For the assessment of DLST in the two communes of Quan Lan and Minh Chau islands, the students added evaluation coefficients to show the importance of the criteria and indicators as follows:
Coefficient 3 with criteria: Attractiveness, Exploitation time. These are the 2 most important criteria for attracting tourists to tourism in general and eco-tourism in particular, so they have the highest coefficient.
Coefficient 2 with criteria: Capacity, Infrastructure, Location and accessibility . Because the assessment area is an island commune of Van Don district, the above criteria are selected by the author with appropriate coefficients at the average level.
Coefficient 1 with criteria: Sustainability. Quan Lan has natural and human-made ecotourism sites, with high biodiversity and little impact from local human factors. Most of the ecotourism sites are still wild, so they are highly sustainable.
3.2.1.6. Results of DLST assessment on Quan Lan island
a. Assessment of the potential for natural tourism development
For Minh Chau commune:
+ Natural tourism attractiveness is determined to be very attractive (4 points) and the most important coefficient (coefficient 3), so the score of the Attractiveness criterion is 4 x 3 = 12.
+ Capacity is determined as average (2 points) and the coefficient is quite important (coefficient 2), then the score of Capacity criterion is 2 x 2 = 4.
+ Exploitation time is long (4 points), the most important coefficient (coefficient 3) so the score of the Exploitation time criterion is 4 x 3 = 12.
+ Sustainability is determined as sustainable (4 points), the important coefficient is the average coefficient (coefficient 1), so the score of the Sustainability criterion is 4 x 1 = 4 points
+ Location and accessibility are determined to be quite favorable (2 points), the coefficient is quite important (coefficient 2), the criterion score is 2 x 2 = 4 points.
+ Infrastructure is assessed as good (3 points), the coefficient is quite important (coefficient 2), then the score of the Infrastructure criterion is 3 x 2 = 6 points.
The total score for evaluating DLST in Minh Chau commune according to 6 evaluation criteria is determined as: 12 + 4 + 12 + 4 + 4 + 6 = 42 points
Similar assessment for Quan Lan commune, we have the following table:
Table 3.3: Assessment of the potential for natural ecotourism development in Quan Lan and Minh Chau communes
Attractiveness of self-tourismof course
Capacity
Mining time
Sustainability
Location and accessibility
Infrastructure
Result
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
CommuneMinh Chau
12
12
4
8
12
12
4
4
4
8
6
8
42/52
Quan CommuneLan
6
12
6
8
9
12
4
4
4
8
4
8
33/52
b. Assessment of the potential for humanistic tourism development
For Quan Lan commune:
+ The attractiveness of human tourism is determined to be very attractive (4 points) and the most important coefficient (coefficient 3), so the score of the Attractiveness criterion is 4 x 3 = 12.
+ Capacity is determined to be large (3 points) and the coefficient is quite important (coefficient 2), then the score of the Capacity criterion is 3 x 2 = 6.
+ Mining time is average (3 points), the most important coefficient (coefficient 3) so the score of the Mining time criterion is 3 x 3 = 9.
+ Sustainability is determined as sustainable (4 points), the important coefficient is the average coefficient (coefficient 1), so the score of the Sustainability criterion is 4 x 1 = 4 points.
+ Location and accessibility are determined to be quite favorable (2 points), the coefficient is quite important (coefficient 2), the criterion score is 2 x 2 = 4 points.
+ Infrastructure is rated as average (2 points), the coefficient is quite important (coefficient 2), then the score of the Infrastructure criterion is 2 x 2 = 4 points.
The total score for evaluating DLST in Quan Lan commune according to 6 evaluation criteria is determined as: 12 + 6 + 6 + 4 + 4 + 4 = 36 points.
Similar assessment with Minh Chau commune we have the following table:
Table 3.4: Assessment of the potential for developing humanistic eco-tourism in Quan Lan and Minh Chau communes
Attractiveness of human tourismliterature
Capacity
Mining time
Sustainability
Location and accessibility
Infrastructure
Result
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Quan CommuneLan
12
12
6
8
9
12
4
4
4
8
4
8
39/52
Minh CommuneChau
6
12
4
8
12
12
4
4
4
8
6
8
36/52
Basically, both Minh Chau and Quan Lan localities have quite favorable conditions for developing ecotourism. However, Quan Lan commune has more advantages to develop ecotourism in a humanistic direction, because this is an area with many famous historical relics such as Quan Lan Communal House, Quan Lan Pagoda, Temple worshiping the hero Tran Khanh Du, ... along with local festivals held annually such as the wind praying ceremony (March 15), Quan Lan festival (June 10-19); due to its location near the port and long exploitation time, the beaches in Quan Lan commune (especially Quan Lan beach) are no longer hygienic and clean to ensure the needs of tourists coming to relax and swim; this is also an area with many beautiful landscapes such as Got Beo wind pass, Ong Phong head, Voi Voi cave, but the ability to access these places is still very limited (dirt hill road, lots of gravel and rocks), especially during rainy and windy times; In addition, other natural resources such as mangrove forests and sea worms have not been really exploited for tourism purposes and ecotourism development. On the contrary, Minh Chau commune has more advantages in developing ecotourism in the direction of natural tourism, this is an area with diverse ecosystems such as at Rua De Beach, Bai Tu Long National Park Conservation Center...; Minh Chau beach is highly appreciated for its natural beauty and cleanliness, ranked in the top ten most beautiful beaches in Vietnam; Minh Chau commune is also home to Tram forest with a large area and a purity of up to 90%, suitable for building bridges through the forest (a very effective type of natural ecotourism currently applied by many countries) for tourists to sightsee, as well as for the purpose of studying and researching.
Figure 3.1: Thenmala Forest Bridge (India) Source: https://www.thenmalaecotourism.com/(August 21, 2019)
3.2.2. Using SWOT matrix to evaluate Quan Lan island tourism
General assessment of current tourism activities of Quan Lan island is shown through the following SWOT matrix:
Table 3.5: SWOT matrix evaluating tourism activities on Quan Lan island
Internal agent
Strengths- There is a lot of potential for tourism development, especially natural ecotourism and humanistic ecotourism.- The unskilled labor force is relatively abundant.- resource environmentunpolluted, still
Weaknesses- Poorly developed infrastructure, especially traffic routes to tourist destinations on the island.- The team of professional staff is still weak.- Tourism products in general
quite wild, originalintact
general and DLST in particularalone is monotonous.
External agents
Opportunity- Tourism is a key industry in the socio-economic development strategy of the province and Van Don economic zone.- Quan Lan was selected as a pilot area for eco-tourism development within the framework of the green growth project between Quang Ninh province and the Japanese organization JICA.- The flow of tourists and especially ecotourism in the world tends toincreasing
Challenge- Weather and climate change abnormally.- Competition in tourism products is increasingly fierce, especially with other localities in the province such as Ha Long, Mong Cai...- Awareness of tourists, especially domestic tourists, about ecotourism and nature conservation is not high.
Through summary analysis using SWOT matrix we see that:
To exploit strengths and take advantage of opportunities, it is necessary to:
- Diversify products and service types (build more tourism routes aimed at specific needs of tourists: experiential tourism immersed in nature, spiritual cultural tourism...)
- Effective exploitation of resources and differentiated products (natural resources and human resources)
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Summary Table of Exploratory Factor Analysis Results Efa -
Summary Table of Results After Inspecting the Management of Staff, Teachers, and Employees of Public Kindergartens, Primary Schools, and Secondary Schools -
Survey Results by Question Content (Based on the Summary Table of Tourist Feedback in the Multiple Choice Questions Section) -
2011 Accommodation Business Performance Results Table
Source: Author's synthesis (2018)
3.2.3 Adjusted research model and model scale
3.2.3.1 Adjustment research model
Attitude
H1+
Subjective standard
H2+
Motivation
H3+
Tangible means
H4+
Intention to choose homestay as a place to stay
H5+
Economic
H6+
Advertisement
Figure 3.2: Adjusted research model
Source: Author's proposal (2018)
The hypotheses are:
- H1: Attitude has a positive impact on the intention to choose homestay as a place to stay when traveling.
- H2: Subjective norms have a positive impact on the intention to choose homestay as a place to stay when traveling.
- H3: Motivation has a positive impact on the intention to choose homestay as a place to stay when traveling.
- H4: Tangible means have a positive impact on the intention to choose homestay as a place to stay when traveling.
- H5: Economic factors have a positive impact on the intention to choose homestay as a place to stay when traveling.
- H6: Advertising has a positive impact on the intention to choose homestay as a place to stay when traveling.
3.2.3.2 Model scale
Original scale
With the topic "Factors affecting the intention to choose homestay as a place to stay when traveling", the model was initially built with 28 observed variables, including 25 observed variables measuring 6 independent variables: attitude, subjective norms, motivation, tangible means, economy, advertising and 3 observed variables measuring 1 dependent variable: intention to choose homestay as a place to stay. The results are presented in the table below:
Table 3.2: Original scale and authors
Content | Author source | |
Attitude | 1. You think it would be fun to choose a homestay | Cathy HC Hsu1, Songshan (2010) |
2. You think you will be satisfied if you choose homestay | ||
3. You think it will be relaxing if you choose a homestay | ||
4. You think it would be beneficial to choose a homestay | ||
5. You think it would be beneficial to choose a homestay | ||
Subjective standard | 6. People important to you will choose homestay | Cathy HC Hsu1, Songshan (2010) |
7. People important to you think you should choose a homestay |