Psychological and Social Measures to Support Tourism Service Consumption Behavior for Domestic Tourists

b. Understanding tourism services

During the interview, he said: We traveled by Vietnam Airlines, which we had booked a week in advance. After arriving at the airport, we took a taxi to the 4-star hotel. When booking a room at the hotel, I requested a large, airy double room with a nice view and guaranteed absolute hygiene and safety. He added: He and his family often travel for work as well as for tourism, using many services, so he understands well about all types of tourism services. Especially about the price, quality and service style of some hotels in Ho Chi Minh City, he knows very well.

For him, the price of the service is not the issue, but the quality of the service is his top concern. He not only requires high-quality accommodation services that must be airy, clean, and comfortable, but also other services (food services, transportation services, entertainment services) must be served attentively. Therefore, for him, the criteria of "requirements for tourism services" is of the utmost concern. Among tourism services, tour guide services are the least used by him. The reason is that combined with business trips, he only takes the time to visit, so hiring a tour guide will not be proactive with time. Moreover, he has been to Ho Chi Minh City quite a lot, so he is familiar with the roads, hotels, restaurants, so there is no need to use this type of service.

c. Attitude towards tourism services

He himself only likes to eat traditional dishes (white rice, braised fish, seasonal vegetables...) because it will be safe for his health. However, his daughter really likes to eat Western food (beef stewed with pepper, salad, soup, European sauce...). He himself likes to use tourist services at the destination, so he has experienced almost all types of services. Talking with the manager and some staff of the hotel where Mr. Nguyen Van K.

Currently staying: Mr. Nguyen Van K is a person who understands quite well about tourism services, he often uses accommodation services at the hotel, he is quite confident and satisfied with the services at the hotel. Almost every time he comes to Ho Chi Minh City, he always comes to our hotel.

Mr. Nguyen Van K is quite satisfied with the tourism services in Ho Chi Minh City such as: clean, airy and fully equipped rooms; friendly, polite and enthusiastic service staff; increasingly rich and high quality food and beverage services; customer care services are also given more attention. However, when asked for suggestions, Mr. Nguyen Van K said: tourism managers need to pay more attention and invest in tourism services to attract customers such as:

Entertainment equipment must be equipped to ensure the safety of tourists; staff serving this service sector must be trained to have a better service attitude and style and demonstrate professionalism.

Tourist attractions need to invest in developing more types of entertainment, souvenir shops and restaurants so that tourists can have "something to do when they have nothing to do" while at the same time maximally meeting the needs of tourists and limiting "monopoly" in tourism.

Tourist attractions need to set up security teams to prevent haggling, price gouging and theft at tourist attractions. In addition, tourism planning needs to be done to ensure tourism activities are organized.

Tour guides need to be agile, flexible, enthusiastic, honest, polite, tactful; pay attention to communication and behavioral skills and study and cultivate to have comprehensive knowledge as well as good expression skills.

Prices of tourist services in the countryside such as food, sightseeing and shopping need to be regulated more reasonably, because in reality many tourists are dissatisfied with this standard.

Rooms need to be clean, airy and fully equipped; service staff need to be more friendly, polite and enthusiastic; building accommodation facilities in convenient locations and beautiful landscapes also contributes to increasing tourist satisfaction.

d. Action of choosing to use tourism services

Through an interview with tourist Nguyen Van K, he said that he often chooses and uses tourism services at tourist destinations, especially tourism services such as: transportation services, accommodation services, food services and entertainment services. He said that he and his family often use 4-star and 5-star hotels, he likes to eat traditional dishes while other family members like to eat specialties and western dishes at tourist destinations. On some holidays or weekends, his family likes to go to the suburbs of the city to relax in quiet resorts. Sometimes, his family also goes to tourist destinations with local people, living in local houses so that his children have the opportunity to learn, explore and experience the lives of the people there.

Because of his economic conditions, he rarely chooses to use tourism services, but he often chooses to use tourism services according to his and his family's interests and health conditions.

e. Comments on tourist consumption behavior Nguyen Van K.

Through the interview combined with the observation of Mr. Nguyen Van K's tourism consumption behavior, it can be seen that he has a clear understanding of the criteria of tourism services, has a suitable attitude and often chooses to use tourism services. This result is consistent with the previous interview result of Mr. Nguyen Van K.

The results of handling situations also gave similar results to the observation results and the results of the interview on Mr. Nguyen Van K's purchasing behavior, showing a clear and deep understanding of the types of services, and at the same time, also showing extensive knowledge of tourism services. Regarding the handling of situations expressing attitudes towards tourism services, it shows that tourists always show appropriate attitudes towards the services (preference, satisfaction and trust in tourism services). Regarding the situations expressing the action of choosing to use tourism services, the frequency of choosing tourism services is at a high level, with little priority to choose to use but choosing to use all tourism services (due to his own economic conditions).

Through research on the typical psychological portrait of Mr. Nguyen Van K, it can be seen that Mr. Nguyen Van K is a business traveler with a high income and frequent travel.

Because he has traveled a lot, he has a deep understanding of the services, has a positive and appropriate attitude towards the services, and chooses to use tourism services very often. In general, tourist Nguyen Van K has a high level of tourism consumption behavior.

The results of the analysis and research on the psychological portrait of 04 representative subjects show that tourists with economic conditions, high and quite high income, frequent travel and frequent use of tourism services often have a deeper and more complete understanding of tourism services, have a more positive and appropriate attitude, and act to choose to use tourism services more quickly and effectively. This affirms that the tourism consumption behavior of tourists is formed, vividly expressed and developed in the reality of tourism activities. The level of tourism consumption behavior of tourists is due to the actual experience process with the impact of many factors, in which economic conditions play an important role in influencing the consumption behavior of tourists. The analysis results contribute to demonstrating and clarifying the current situation of domestic tourists' consumption behavior presented and analyzed above.

4.7. Psychological and social measures to support domestic tourists' tourism service consumption behavior

Based on theoretical research and the obtained reality, we propose some psychological and social measures to help tourists have appropriate consumer behavior as follows:

Measure 1: Equip them with knowledge about effective tourism services and organize the application of that knowledge in the process of choosing to use their own tourism services.

- Purpose: Directly impact tourists to help them develop actions to choose to use tourism services.

- Content: It is necessary to make tourists understand the importance of tourism services, understand the specific types of tourism services, build tourists' trust in tourism services; introduce ways to choose effective tourism services and present factors affecting the consumption behavior of domestic tourists.

- How to proceed : the above contents can be implemented by organizing meetings with consultants from travel companies and restaurant managers.

Hotels, Management Boards at tourist attractions, which combine expert presentations and discussion and question and answer sessions.

Measure 2 : Train communication and behavioral skills of sales staff to support tourists' consumer behavior.

- Purpose : To improve communication and behavioral skills of private staff in the process of assisting tourists in choosing to use tourism services.

- Content : Salespeople need to practice a number of skills such as: greeting skills, listening skills, information feedback skills, customer psychology understanding skills, customer persuasion skills, non-verbal skills... to create an impression, love and sympathy for customers when choosing products.

- How to proceed: Organize training sessions for sales staff with the participation of hotel and travel business experts.

Measure 3: Deploy and promote the effectiveness of information technology to customers

- Purpose: To exploit and effectively use information technology from different sources to help tourists get the most information about tourism services when choosing to use them.

- Content: information technologies include magazines, newspapers, printed matter, publications, online product brand polls, television, etc. These are important sources of information that help tourists make quick decisions when choosing to use tourism services.

- How to proceed : Discuss with sellers, manufacturers, restaurant and hotel managers about the importance of using information technology that can contribute to promoting tourists' actions of choosing to use tourism services.

Measure 4: Build trust for tourists when consuming tourism services through travel agency staff, restaurant and hotel managers.

- Purpose : To increase tourists' confidence in tourism services, to reduce concerns, worries, doubts, and discomfort when choosing to use different types of services.

tourism services and coordination between travel agency staff, restaurant and hotel managers.

- Content : on the part of the travel agency consultants, it is necessary to provide accurate information about tourism services (price, quality, origin, type of use, etc.); restaurant and hotel managers need to regularly monitor, check, and adjust sales staff on service attitude, how to persuade customers, advise and give customers sincere advice; regularly check the quality of tourism services to make adjustments to suit the needs of tourists.

- How to proceed : To convey the above content to tourists, managers and company consultants can do it through talking, direct consulting support or through the hotline. At the same time, when posting information advertising service quality on websites, it must be honest, accurate, and consistent with the current service quality of the company to build trust with tourists.

In summary, the above psychological and social measures to support domestic tourists' consumption behavior are closely related to each other and affect each other. Therefore, to improve the consumption behavior of tourists - they themselves must perform synchronously, consistently and coordinate with each other to achieve effectiveness. When implementing the above psychological and social measures, no measure should be absolute, underestimated or ignored.

Due to time and research conditions limitations, we have not yet experimentally implemented the above measures to have a basis to confirm their feasibility in practice.

Chapter 4 Summary

From the results of objective research on the current status of consumer behavior of domestic tourists, it shows that:

1. The results of the current status of the expression and level of tourism service consumption behavior of domestic tourists are at an average level. Considering the correlation of three aspects of knowledge, attitude, and action in choosing to use tourism services, it shows that tourists' knowledge of tourism services is closely correlated with their attitude and action in choosing to use tourism services. However, when considering each aspect, there are different assessments:

- Tourists' understanding of the importance of services is high, but their level of specific understanding of tourism services is average.

- The level of preference for services is high, in which the quality and price of services are the most preferred by tourists. The level of preference and trust in services of tourists is high, but the level of satisfaction with services is average. That shows the difference between the desired needs of tourists and the actual response of tourism services on the market.

- The action of choosing to use tourism services of tourists is at an average level (average score is 3.34 points). In which, in terms of the level of regular expression and priority in choosing to use tourism services, there are different assessments between variables, ordinary labor tourists, tourists with average and low income, "sometimes" choose to use services when traveling, tourists who are elderly, women, ordinary labor tourists, tourists with low income, high priority when choosing to use tourism services. This situation comes from the psychological characteristics, needs, motivations, interests of genders, ages, occupations, and income levels of tourists when traveling.

- Tourists in Ho Chi Minh City have a high level of choice to use tourism services, while tourists in Hanoi have an average level of choice to use tourism services. The results of the survey using observation and in-depth interviews also show that.