- Investigation of tourism business organizations including: State-owned enterprises, other enterprises and other organizations doing tourism business.
- Investigate and interview leaders of the City People's Committee, departments, branches and sectors of the City, People's Committees of districts, departments and sectors related to tourism of districts selected for investigation.
- Interviewing leaders of communes, businesses, companies... and households related to tourist attractions in the investigated district.
* Methods of processing and presenting information
- Simple information when classifying, selecting from survey forms, creating statistical analysis tables, and evaluating tourist satisfaction is processed on Microsoft Excel software.
- Processing by specialized software: Information related to the regression model to analyze factors affecting sustainable tourism development is processed by specialized SPSS software on computers.
- Information representation: Mainly through diagrams, charts, tables, graphs and mathematical expressions.
3.5. Methods of information processing and analysis
3.5.1. Information processing method
The secondary and primary documents after collection will be arranged for each research content of the topic. Then, the data will be collected using Excel software to encode into data form. Here, the data will be standardized in units, measurement levels, and encoded from letters to numbers to serve the work of data analysis as well as statistics and evaluation.
The data are then grouped and calculated into indicators according to research requirements. In addition, these data are also coded and transferred to SPSS software to conduct in-depth analysis (regression analysis, ...).
3.5.2. Information analysis method
The topic uses a number of specific information analysis methods according to the table below:
Table 3.3: Information analysis methods
STT
Method | Content | |
1 | Descriptive statistics | Synthesize and analyze the results of the investigation into the current situation of tourists, tourism business organizations and state management units of tourism. Use statistical indicators to reflect the tourism situation. calendar in past time |
2 | Statistical analysis (disaggregation, comparison, synthesis) | a) Analyze the basic characteristics of each type and structure of each type: tourists, tourism businesses, tourism types Based on the results of in-depth analysis of each research content, from there draw comments, conclusions, and reasons to find the right solution. |
3 | Expert | Consult with relevant stakeholders, especially expert in the field of research on sustainable tourism development. |
4 | Case study | Research on typical models in development sustainable tourism to draw experiences to promote sustainable tourism development in the future. |
5 | PRA toolkit (problem tree, classification matrix, prospect chart...); Likert (scale); SPSS software (Statistical Package for Social Sciences) | Participatory community approach with tools: a) Problem tree to identify the main difficulties and limitations in the process of sustainable tourism development, identify the causes leading to difficulties and obstacles; b ) Priority ranking to determine the level of difficulties in sustainable tourism development; c) Using Likert scale to assess tourist satisfaction in analyzing tourist sustainability; d) SPSS software to analyze factors affecting sustainable tourism development locally |
6 | Forecast | Using time series to forecast the situation sustainable tourism development in the future. |
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Source: Author's description
3.5.2.1. Descriptive and comparative statistical methods
* Descriptive statistics method is a method of studying socio-economic phenomena by describing through collected data. This method is used to describe the current status of fields and subjects related to sustainable tourism development in the research area, creating favorable conditions for analysis.
The comparative method is applied to compare the scale, results and economic efficiency between different periods, or different types, or when changing the structure of service products or types of tourism appropriately, how will the economic efficiency change compared to the current structure to see the effect of the shift in structure and types of service products.
* Statistical methods are also used in the topic to analyze and evaluate development indicators in tourism activities, calculate the fluctuations of tourism economic indicators in a certain period of time, thereby being able to see sustainable or unsustainable development, the level of development of each specific indicator, and tourism economic efficiency. Within the scope of this topic, statistical data related to tourism activities are collected and counted in the period of 2011
- 2016. In addition, the topic also uses statistical methods as a basis for calculating and forecasting future development indicators.
3.5.2.2. Applying the Likert scale
To evaluate the factors affecting the number of tourists, through the satisfaction of tourists by factors of: scenic spots; peaceful and stable country; safe society; laws and policies of the State favorable for tourists; Developed technical infrastructure; Facilities of accommodation and equipment; Capacity and service attitude of tourism staff.
In the topic, the author conducted a survey of 3 tourist destinations, using a 5-point Likert scale to determine and score the evaluation levels according to the following convention:
1. Very dissatisfied
2. Dissatisfied
3. Normal
4. Satisfaction
5. Very satisfied
From tourist satisfaction can correspond to those factors are good or bad and describe the score as follows:
1. Very bad
2. Not good
3. Normal
4. Good
5. Very good
Based on the survey results by the number of opinions for each level converted into points, calculate the average score according to the formula:
TBT score = ∑( a1*b1+ a2*b2+ a3*b3+ a4*b4+ a5*b5)/B In which: a is the score on a 5-point scale
b is the number of comments for each type of score B is the total number of comments.
Distance value = (Maximum - Minimum)/n = (5 -1) /5 = 0.8.
Overall, the 5-point Likert scale is detailed in the table below:
Table 3.4: Likert scale
Point
Rating level | Meaning | |
1 | 1.00 - 1.80 | Very dissatisfied / Very bad |
2 | 1.81 - 2.60 | Not satisfied / Not good |
3 | 2.61 - 3.40 | Normal |
4 | 3.41 - 4.20 | Satisfied / Good |
5 | 4.21 - 5.00 | Very satisfied / Very good |
3.5.2.3. Regression analysis method
Regression analysis is an analytical method to find the dependence relationship of a variable (dependent variable) on one or more other variables (independent variables). This method aims to estimate the expected value of the dependent variable when knowing the value of the independent variable [80].
Correlation regression is often used to analyze, test dependent relationships and predict the value of dependent variables based on independent variables [89].
For the topic of tourism development in Bac Ninh province, to quantify the level of influence of factors on tourism development, including many factors related to tourism development that can be identified through investigation, the regression analysis method will allow quantifying the level of influence of each factor on tourism development as well as predicting the expected value.
Based on the results of the survey of tourists and related subjects, the author used SPSS (Statistical Package for Social Sciences) software to analyze the factors affecting local tourism development using the Enter method (entering all variables into the system at the same time to determine the optimal solution). This is a popular method in behavioral economics research. The advantage of SPSS statistical software is that it is user-friendly, and provides a full range of non-parametric tests (Chi-square, Phi, lambda, etc.), descriptive statistics, reliability testing of scales using Cronbach Alpha, correlation analysis, simple and multiple linear regression, mean testing (T-test), testing the difference between categorical (nominal) variables using analysis of variance (ANOVA) [45].
The regression model is described by the equation below:
Y i = b 0 + b 1 DLTC i + b 2 CSHT i + b 3 PTVC i + b 4 DVAU i + b 5 CSLT i +
b 6 Social Security i + b 7 HDV i + b 8 GC i + u i
In there:
Y Assessment of sustainable tourism development in Bac Ninh province DLTC Scenic spots
CSHT Tourism infrastructure
PTVC Means of transport for visitors DVAU Food, sightseeing, shopping and entertainment services CSLT Accommodation facilities
Social Security Social order and safety Tour guide
GC Service Price
u i Error
All variables in the model (including independent variables and dependent variables) are constructed through collecting respondents' assessments of the factors.
affecting the sustainable development of tourism in Bac Ninh province. Specifically, the evaluation criteria are shown in the table below:
Table 3.5: Measurement indicators of variables in the regression model
STT
Variable | Measurement criteria | Number of criteria measure | |
I. Independent variable | |||
1 | Scenic spots | There are many valuable natural attractions. | 3 |
There are many valuable cultural works. | |||
There are many valuable historical sites. | |||
2 | Tourism infrastructure | Convenient transportation system | 5 |
Full and stable electrical system | |||
Convenient public information system | |||
Full and convenient public service system | |||
Good health care system | |||
3 | Tourist transportation | Spacious and clean tourist bus station and wharf | 4 |
There are many options for travel. | |||
High safety vehicles | |||
Friendly vehicle operator and manager kind, polite | |||
4 | Food, sightseeing, shopping and entertainment services | There are many convenient shopping stores | 4 |
There are many convenient attractions | |||
There are many good restaurants | |||
There are many fun activities | |||
5 | Accommodation | Search for hotels and convenient accommodations | 7 |
Strong wifi/internet access | |||
TV has good picture, sound, channels | |||
Air conditioning, good hot water supply | |||
Spacious, airy rooms | |||
Hotel refrigerator with a variety of drinks | |||
Hotel staff friendly, polite, enthusiastic | |||
STT
Variable | Measurement criteria | Number of criteria measure | |
I. Independent variable | |||
6 | Security, order and social safety | Begging situation | 3 |
Robbery, extortion, theft | |||
The situation of soliciting and challenging prices | |||
7 | Tour guide | Honest, polite and tactful | 5 |
Enthusiastic, agile, flexible | |||
Good general knowledge of many fields | |||
Good communication skills | |||
Good language skills | |||
8 | Service price | Tour price | 4 |
Entertainment prices | |||
Shopping prices | |||
Accommodation prices | |||
II. Dependent variable | |||
1 | Development Review sustainable tourism development | Current status of sustainable tourism development in Bac Ninh province | 1 |
Total criteria | 35 | ||
The variables were measured using a 5-scale Likert scale as presented by the author above.
3.5.2.4. Method of analyzing opposite variables of factors hindering development
To analyze and evaluate the factors that hinder the development of each tourist destination and provincial locality, the topic applies the method of analyzing factors that hinder the development of the system, by exploiting and utilizing the knowledge of local experts to analyze contrasting variables, in order to identify the level of influence of factors that hinder the development of sustainable tourism [dt 94].
According to this method, the opinions of experts, local managers and people working directly in tourism are gathered, then the opinions are systematized.
Calculated by percentage for each factor. The higher the percentage of a factor with difficulties and obstacles, the more likely it is to block the system's development. If the system is to develop, there must be a solution to clear that blockage. It can be described by a data table, and then illustrated by a chart.
3.6. Research indicators system
To assess the current situation and propose scientific and feasible solutions for sustainable tourism development, a system of research indicators is needed. The thesis proposes 5 groups of indicators to assess aspects of sustainable tourism development.
3.6.1. Group of indicators used to study tourist satisfaction
- Full and clear travel information
- Service price
- Hotel services
- Entertainment services
- Safe society
- Hygiene and environment
- Diverse products and services, customers have many choices
- The ability, knowledge, enthusiasm and thoughtfulness of the tour attendants
- Conditions of facilities, accommodation and tourism equipment
- Cuisine: delicious, unique, attractive dishes
- Scenic spots
- The convenience of the vehicle
- Level of uniqueness
- Tourist impressions
3.6.2. Group of indicators to assess tourism growth and structure
* Growth index in number of visitors
- Total number of tourists arriving/year over the years
- Total number of tourists per year over the years
- Rate of return tourists over the years
- Average number of days of stay per tourist/trip
- Health risk ratio: number of sick and injured tourists/total number of tourists