MINISTRY OF EDUCATION AND TRAINING HO CHI MINH CITY UNIVERSITY OF ECONOMICS
LE TRAN DUY LAM
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MASTER'S THESIS IN ECONOMICS
Ho Chi Minh City - 2012
MINISTRY OF EDUCATION AND TRAINING HO CHI MINH CITY UNIVERSITY OF ECONOMICS
LE TRAN DUY LAM
Major: Business Administration CODE: 60340102
MASTER'S THESIS IN ECONOMICS
SCIENTIFIC INSTRUCTOR: DR. DINH CONG TIEN
Ho Chi Minh City - 2012
COMMITMENT
I hereby declare that this is my personal research work. The data and research results in this thesis are honest and have not been published in any other work.
Ho Chi Minh City, October 30, 2012
THANK YOU
First of all, the author would like to express his sincere and deep gratitude to all the teachers of Ho Chi Minh City University of Economics, for their dedication and devotion in educating, training, guiding and providing a lot of useful knowledge to students in general and the author in particular.
The author would like to express special thanks to the supervisor Dinh Cong Tien, for his enthusiasm, seriousness and valuable scientific knowledge, which have provided a solid foundation to guide and help the author complete this thesis successfully.
The author would also like to express his sincere thanks to his parents for their trust, encouragement and boundless care, which have been a solid spiritual support for the author's studies and research.
The author would also like to sincerely thank all friends and colleagues who have actively contributed ideas, created favorable conditions and supported the author in many ways.
Thank you very much!
Author: Le Tran Duy Lam
INDEX
COMMITMENT I
ACKNOWLEDGEMENTS II
TABLE OF CONTENTS III
LIST OF ABBREVIATIONS
LIST OF TABLES VI
LIST OF FIGURES VII
INTRODUCTION 1
1. Reasons for choosing topic 1
2. Objectives of topic 2
3. Research object and scope 2
4. Research method 2
5. Practical significance of topic 3
6. Structure of the thesis 4
CHAPTER 1: THEORETICAL BASIS AND 5
RESEARCH MODEL 5
1.1 Introduction 5
1.2 Brand Theory 5
1.2.1 Brand 5
1.2.2 The nature of the brand: 8
1.2.3 Brand Elements 9
1.2.4 Brand function 10
1.2.5 Brand value 11
1.2.6 Brand positioning 12
1.2.7 Repositioning 13
1.2.8 Philip Kotler's view on 'positioning' 15
1.2.9 Brand building process 17
1.3 Some concepts of tourism and tourism products. 18
1.3.1 Specialized tourism terms. 18
1.3.2 Classification of tourism types. 21
1.4 Tourism product theory 23
1.5 Introduction to My Le Eco-tourism Area. 26
1.6 Research model 29
1.6.1 Brand identity model 29
1.6.2 Brand positioning model for tourist area 32
1.6.3 Steps in brand positioning research: 34
CHAPTER 2: RESEARCH DESIGN 40
2.1 Information needs 40
2.2 Information sources, methods and tools for information collection 40
2.3 Research design 42
2.3.1 Research process 42
2.3.2 Phase 1 – secondary information collection 44
2.3.3 Phase 2 – qualitative research 45
2.3.4 Phase 3 – quantitative research 48
2.3.4.1 Questionnaire design 48
2.3.4.2 Sampling method and sample size 53
2.4 Data analysis methods 55
CHAPTER 3: RESEARCH RESULTS 57
3.1 Analysis of research results: 58
3.1.1 Model Description: 58
3.1.2 Testing Cronbach alpha reliability coefficient. 61
3.1.3 Results of MDS 63 implementation
3.2 Recommendations for My Le Eco-tourism Area: 69
CONCLUSION 74
REFERENCES 76
APPENDIX 1: LIST OF VARIABLE SYMBOLS IN SPSS 79
APPENDIX 2: LIST OF EXPERTS IN THE RESEARCH 79
APPENDIX 3: QUALITATIVE DISCUSSION OUTLINE 80
APPENDIX 4: QUANTITATIVE RESEARCH QUESTIONNAIRE 83
APPENDIX 5: DESCRIPTION OF SURVEY SAMPLE FREQUENCY 87
APPENDIX 6: RESULTS OF COGNITIVE MAPPING USING MDS 92
LIST OF ABBREVIATIONS
DLST: Eco-Tourism Fiditour: Fiditour Joint Stock Company KDL: Tourist Area
MDS: Multi Dimensional Scaling
Backpacking: Backpacking tour group in Ho Chi Minh City Ho Chi Minh City: Ho Chi Minh City
SPSS: Statistical Package for the Social Sciences
LIST OF TABLES
Table 1.1: Differentiating Factors 16
Table 1.2: Summary of differences between the 32 models
Table 2.1: Aspects that bring value to satisfy tourists 48
Table 2.2: Sampling results table by age and population ratio 54
Table 3.1: Distribution of survey samples by age and inner-city district 58
Table 3.2: Cronbach Alpha analysis results 62
Table 3.3: Average results of brand evaluation 63