APPENDIX 1a
QUALITATIVE RESEARCH EXPLORING THE RELATIONSHIP BETWEEN EXTERNAL RESOURCES, MICE DESTINATION RESOURCES AND MICE TOURISM DEVELOPMENT – CASE STUDY IN DA LAT
1. Research design:
1.1. Introduction:
The model of MICE tourism development of a MICE tourism destination is presented in the thesis. However, at present, due to the differences between destinations in terms of facilities, resources, and resources, there are certainly quite large variations in the concept of what external resources affect MICE destinations. On the other hand, there is currently no clear model for destinations to specifically identify their necessary resources. On the other hand, Vietnam tourism is also in the process of development, so it is impossible to bring a prototype model (if any), which has been confirmed in other business environments to verify MICE tourism in Vietnam. Therefore, a qualitative study was conducted to select resources that are specific to the conditions of Da Lat - Vietnam.
1.2. Research purpose and method:
The purpose of the study is to select and determine the relationship between external resources, MICE destination resources and MICE tourism development – a case study in Da Lat.
1.3. Research method: Qualitative research.
Research method theory shows that focus group discussion is one of the appropriate tools for this research program (Nguyen Dinh Tho and Nguyen Thi Mai Trang, 2008).
The research process consists of 3 steps:
- Step 1: Interview senior managers, experts, and lecturers in the tourism industry. The interviews are conducted according to the following questions. Interview each person in turn until no more stakeholders are identified. The one-on-one interviews are conducted to clarify the following issues:
What is the expert's perception of stakeholders who have a direct influence on the destination? Comparison between practice and theoretical concepts.
- Step 2: Focus group discussion. After interviewing each expert individually, the experts will be invited to discuss together. This discussion helps the experts have a broader view of the stakeholders based on the practical activities in a destination and agree on the name of each criterion and the criteria for selection.
- Step 3: Vote to choose. Based on your experience in the field, consider the relationship between stakeholders to vote to determine the stakeholders who clearly have resources that directly influence the MICE destination.
Seven experts are senior and middle level managers in organizations and businesses operating in tourism in Da Lat, lecturers specializing in tourism were invited to interview one-on-one, then the experts decided to choose clear stakeholders based on their experience and based on the theory that the stakeholders discussed with the author.
1.4. Interview outline: Part I: Introduction
Hello everyone!
We are researchers at the University of Economics Ho Chi Minh City. We are conducting a study on the relationship between external resources, MICE destination resources and MICE tourism development, surveying from the supply side. First of all, we would like to thank you for taking the time to participate in this discussion. We are pleased to receive your opinions and would like to note that there is no right or wrong point of view, all of your opinions are very useful for the research. After discussion, you will decide to choose your opinion by ticking √ on the clear stakeholder selection form. We will summarize the options to select clear stakeholders in the current operating conditions of MICE tourism in Vietnam.
To facilitate the discussion, we also briefly present current domestic and foreign research on MICE tourism and theories on stakeholders in MICE tourism.
Part II: Exploring the clear stakeholders with resources to influence MICE tourism development
Please give your opinion on the following questions:
1. In your opinion, to be able to influence the successful development of MICE tourism, which stakeholders' resources should be considered? Please state.
2. In your opinion, what characteristics do each stakeholder need to have to directly participate in the relationship to influence the development of MICE tourism?
3. Please compare the characteristics you have mentioned with the stakeholder theory to choose a consistent name for each characteristic for convenience of selection?
Part III: Selection of stakeholders
After agreeing on the characteristics of each stakeholder, please mark your choice on the ballot. The selected stakeholders will have both the characteristics stated above, agreed upon and have a selection rate greater than 70% of the total opinions of the experts.
2. Research results:
- Answer to question 1: the stakeholders are usually the MICE organizer; the location of the MICE event; providing places to eat, stay, meet, play, shop; providing means of transportation; having many visitors; having a tourism promotion and advertising program; the cultural traditions of the community, the participation of the community; providing security and safety; the support of the government; providing support services such as trees, sound, and lighting. After listing until there are no new opinions, the experts continue to group the factors into components: suppliers; tourists; government; community; tourism promotion organization; organizer; destination.
- Answer to question 2: experts all agree that to directly participate in an activity, the relevant party must have strong resources; must quickly access information to win the hosting of the event and is usually an organization rather than an individual; has good relationships with many parties; can influence other parties quickly and immediately.
- Answering question 3: After proposing the characteristics, the experts compared the similarities and differences between practice and theory. 5 experts agreed that the theoretical names of the above characteristics should be power, legitimacy and urgency. 2 experts suggested the names as resources, legitimacy and flexibility.
After agreeing on the relevant parties and the names of the characteristics, the experts proceeded to vote according to their views. The results of the expert opinion synthesis (Appendix 1b) were: (1) Destinations; (2) Organizers; (3) Professional organizations; (4) Suppliers and (5) MICE tourists. Regarding professional organizations, the experts all acknowledged that this organization exists abroad, but currently does not exist in Vietnam. However, all experts agreed to still include professional organizations in the vote.
• Destination : is defined as the place where the event takes place, is the geographical area with the attributes, features, attractions and services to attract existing and potential tourists. It is also a mixture of pre-packaged product and service features, accessibility, attractions, amenities, activities and support services. The destination has a competitive advantage and differentiation will be more attractive to tourists. The destination is emphasized by experts as a MICE destination and considered in terms of resources.
• Organizers: MICE activities are used for training, cultural and scientific exchange purposes, so governments are often important sponsors and organizers to organize these activities to attract domestic and foreign experts and tourists. In addition, business organizations also use exhibitions and trade fairs to market and promote products to expand the market; use employee incentive activities to stimulate increased work efficiency and develop organizational culture.
• Supplier: This is the component that provides the convenience of the destination, the MICE event venue and many other professional services, without which the MICE event cannot be organized. Experts agree that the supply system is very general, it is necessary to clearly identify the supplier, regardless of whether it is supplying to the supply side or supplying to the demand side and the intermediary supplier.
• Professional organizations: these organizations are now very diverse in countries with different economic conditions. However, their main roles are: Promoting the city to potential buyers and planners; Developing the city's marketing strategy and destination image; Promoting the development of the destination's amenities and attractions; Facilitating the hosting and sales of an event.
• MICE tourists: this is an extremely important group, because without them, MICE events will be difficult to organize successfully. Today's tourists are very diverse, they can be organizations, businesses, associations, governments and even individual buyers. Each buyer segment will have some different characteristics, but the basic needs for MICE tourism are the same. Most importantly, when tourists, whether individuals or organizations, they will decide to travel MICE when the destination provides products, services and creates conditions for them to have new experiences when traveling MICE.
3. List of experts participating in the group discussion
1. Tran Thi Ngoc Giao - Sales Manager of La Sapinette Dalat Hotel
2. Hoang Viet Hung – Deputy General Director of Saigon – Dalat Hotel
3. Tran Thi Hong Nhan - General Director of Lam Dong Tourism Company
4. Hoang Manh Tien - Deputy Director of Lam Dong Cultural Center
5. Mai Ngoc Thinh – Lecturer, Faculty of Tourism – Dalat University
6. Tran Ngoc Tho – Specialist of Dalat Culture and Information Department
7. Vo Van Tu – Director of TIPC Lam Dong
APPENDIX 1b. RESULTS OF THE EXPERT VOTING
STAKEHOLDER SELECTION FORM
Expert name: Vu Van Tu
Work unit: Director of Lam Dong Investment - Trade - Tourism Promotion Center
STT
NAME OF PARTIES INVOLVED | RIGHTS FORCE | FIT FRANCE | URGENT GRANT | SYNTHETIC | |
1 | Local community | √ | √ | 2/3 | |
2 | Supplier | √ | √ | √ | 3/3 |
3 | Professional organization | √ | √ | √ | 3/3 |
4 | Organizer | √ | √ | √ | 3/3 |
5 | Marketing intermediary | √ | √ | 2/3 | |
6 | MICE tourists | √ | √ | √ | 3/3 |
7 | MICE Destination | √ | √ | √ | 3/3 |
8 | Government | √ | √ | √ | 3/3 |
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STAKEHOLDER SELECTION FORM
Expert's name: Tran Thi Hong Nhan
Work unit: General Director of Lam Dong Tourism Joint Stock Company
STT
NAME OF PARTIES INVOLVED | RIGHTS FORCE | FIT FRANCE | URGENT GRANT | SYNTHETIC | |
1 | Local community | √ | 1/3 | ||
2 | Supplier | √ | √ | √ | 3/3 |
3 | Professional organization | √ | √ | √ | 3/3 |
4 | Organizer | √ | √ | √ | 3/3 |
5 | Marketing intermediary | √ | √ | 2/3 | |
6 | MICE tourists | √ | √ | 2/3 | |
7 | MICE Destination | √ | √ | √ | 3/3 |
8 | Government | √ | √ | 2/3 |
STAKEHOLDER SELECTION FORM
Expert name: Tran Ngoc Tho
Work unit: Specialist of Department of Culture - Information of Da Lat city
STT
NAME OF PARTIES INVOLVED | RIGHTS FORCE | FIT FRANCE | URGENT GRANT | SYNTHETIC | |
1 | Local community | √ | 1/3 | ||
2 | Supplier | √ | √ | 2/3 | |
3 | Professional organization | √ | √ | 2/3 | |
4 | Organizer | √ | √ | √ | 3/3 |
5 | Marketing intermediary | √ | 1/3 | ||
6 | MICE tourists | √ | √ | 2/3 | |
7 | MICE Destination | √ | √ | 2/3 | |
8 | Government | √ | √ | 2/3 |
STAKEHOLDER SELECTION FORM
Expert name: Hoang Viet Hung
Work unit: Deputy General Director of Saigon - Dalat Hotel
STT
NAME OF PARTIES INVOLVED | RIGHTS FORCE | FIT FRANCE | URGENT GRANT | SYNTHETIC | |
1 | Local community | 0/2 | |||
2 | Supplier | √ | √ | 2/3 | |
3 | Professional organization | √ | √ | √ | 3/3 |
4 | Organizer | √ | √ | 2/3 | |
5 | Marketing intermediary | √ | 1/3 | ||
6 | MICE tourists | √ | √ | √ | 3/3 |
7 | MICE Destination | √ | √ | 2/3 | |
8 | Government | √ | √ | 2/3 |
STAKEHOLDER SELECTION FORM
Expert name: Mai Ngoc Thinh
Work unit: Lecturer of Tourism Faculty - Dalat University
STT
NAME OF PARTIES INVOLVED | RIGHTS FORCE | FIT FRANCE | URGENT GRANT | SYNTHETIC | |
1 | Local community | √ | 1/3 | ||
2 | Supplier | √ | √ | 2/3 | |
3 | Professional organization | √ | √ | √ | 3/3 |
4 | Organizer | √ | √ | √ | 3/3 |
5 | Marketing intermediary | √ | √ | 2/3 | |
6 | MICE tourists | √ | √ | 2/3 | |
7 | MICE Destination | √ | √ | √ | 3/3 |
8 | Government | √ | √ | √ | 3/3 |
STAKEHOLDER SELECTION FORM
Expert's name: Tran Thi Ngoc Giao
Work unit: Sales Manager La Sapinette Hotel – Dalat
STT
NAME OF PARTIES INVOLVED | RIGHTS FORCE | FIT FRANCE | URGENT GRANT | SYNTHETIC | |
1 | Local community | √ | 1/3 | ||
2 | Supplier | √ | √ | √ | 3/3 |
3 | Professional organization | √ | √ | 2/3 | |
4 | Organizer | √ | √ | √ | 3/3 |
5 | Marketing intermediary | √ | 1/3 | ||
6 | MICE tourists | √ | √ | √ | 3/3 |
7 | MICE Destination | √ | √ | √ | 3/3 |
8 | Government | √ | √ | 2/3 |
STAKEHOLDER SELECTION FORM
Expert name: Hoang Manh Tien
Work unit: Deputy Director of Lam Dong Cultural Center
STT
NAME OF PARTIES INVOLVED | RIGHTS FORCE | FIT FRANCE | URGENT GRANT | SYNTHETIC | |
1 | Local community | √ | √ | 2/3 | |
2 | Supplier | √ | √ | √ | 3/3 |
3 | Professional organization | √ | √ | √ | 3/3 |
4 | Organizer | √ | √ | √ | 3/3 |
5 | Marketing intermediary | √ | 1/3 | ||
6 | MICE tourists | √ | √ | 2/3 | |
7 | MICE Destination | √ | √ | √ | 3/3 |
8 | Government | √ | √ | 2/3 |