has good reliability and can be used for the exploratory factor analysis step. According to the results, the Cronbach's Alpha coefficient of the scales used in the research model is as follows: tourism resources is 0.881; tourism infrastructure is 0.847; tourism atmosphere is 0.892; reasonable cost is 0.959; accessibility is 0.924; destination attractiveness is 0.947; tourism brand is 0.939. Moreover, the total correlation coefficient of the observed variables in the scales all have values greater than 0.3, indicating that no variable is removed from the scale set. However, the observed variable HT4 has a Cronbach's Alpha coefficient value if the variable is removed greater than the Cronbach's Alpha coefficient of the entire tourism infrastructure scale, so this variable is removed from the scale set to make the scale more reliable. Thus, the scales used in the research model of factors affecting tourism branding in Vinh province are reliable and can be used for good measurement and only variable HT4 is removed from the scale.
4.2.4 Exploratory factor analysis
4.2.4.1 Results of factor analysis of independent variables' scales
Through testing the reliability of the scale of factors affecting the development of tourism brand in Vinh Long province, it is shown that this is a good scale, reliable and can be used for measurement. However, only the variable HT4 is removed from the scale of tourism infrastructure to make this scale more reliable. The observed variables that are retained and not removed will be included in the exploratory factor analysis.
Table 4.6: Results of KMO and Bartlett's test of factors affecting tourism brand building in Vinh Long province
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
0.932 | ||
Approx. Chi-Square | 5,600,662 | |
Bartlett's Test of Sphericity | df | 351 |
Sig. | 0.000 |
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(Source: Survey results of 229 tourists, 2017) Before considering the grouping of the scales of factors affecting the tourism brand building of Vinh Long province, it is necessary to test the suitability of the research model. The results of KMO and Bartlett's tests are shown in Table 4.6. The KMO value = 0.932 meets the allowable conditions (0.5 - 1), showing that the research results are suitable. The Bartlett's test value is 0.000
is much less than 0.05, so it can be concluded that the results of the study can be extrapolated to the population as a whole. Thus, the results of the exploratory factor analysis are appropriate.
Table 4.7: Results of factor analysis of service quality scale
Factor Factor loading F1 F2 F3 F4 F5
TN1
0.632 | ||||
TN2 | 0.751 | |||
TN3 | 0.685 | |||
TN4 | 0.725 | |||
TN5 | 0.678 | |||
HT1 | 0.720 | |||
HT2 | 0.710 | |||
HT3 | 0.555 | |||
HT5 | 0.618 | |||
KK1 | 0.757 | |||
KK2 | 0.827 | |||
KK3 | 0.781 | |||
KK4 | 0.790 | |||
KK5 | 0.767 | |||
CP1 | 0.801 | |||
CP2 | 0.816 | |||
CP3 | 0.836 | |||
CP4 | 0.815 | |||
TC1 | 0.717 | |||
TC2 | 0.779 | |||
TC3 | 0.739 | |||
TC4 | 0.746 | |||
HD1 | 0.737 | |||
HD2 | 0.780 | |||
HD3 | 0.863 | |||
HD4 | 0.809 | |||
HD5 | 0.842 | |||
Amount of variation explained
12,949 2,458 2,043 1,498 1,173
by factor Total variance extracted (%) 74.522
(Source: Survey results of 229 tourists, 2017)
After testing the suitability of the research model, the results of the exploratory factor analysis need to be considered. Table 4.7 shows the results of the exploratory factor analysis. According to the results of the exploratory factor analysis, the total variance extracted value is 74.522, showing that the observed variables in the explanatory scale
The variation of the research model is 74.522%. The value of the amount of variation explained by the factor has 5 values greater than 1, so there are 5 groups of factors extracted from the observed variables to perform exploratory factor analysis.
According to the results, 5 groups of factors were extracted as follows: F 1 : Tourism infrastructure and Accessibility (HT1, HT2, HT3, HT5, TC1, TC2, TC3, TC4); F 2 : Destination attractiveness (HD1, HD2, HD3, HD4, HD5); F 3 : Tourism atmosphere (KK1, KK2, KK3, KK4, KK5); F 4 : Reasonable cost (CP1, CP2, CP3, CP4); F 5 : Tourism resources (TN1, TN2, TN3, TN4, TN5). Thus, the results of factor analysis did not change much compared to the research model, only the group of factors of tourism infrastructure and accessibility were combined into 1 group.
After the factor analysis results, there are 5 groups of factors extracted from 27 observed variables, including: Tourism infrastructure and Accessibility; Destination attractiveness; Tourism atmosphere; Reasonable cost; Tourism resources. Table
4.8 shows the factor score matrix, with this result we have the following factor equations:
F 1 = 0.212*HT1 + 0.260*HT2 + 0.146*HT3 + 0.150*HT5 + 0.198*TC1
+ 0.257*TC2 + 0.217*TC3 + 0.251*TC4
Factor 1, the factor “Tourism Infrastructure and Accessibility” is largely affected by 8 observed variables, including: HT1 (Vinh Long is a place with many quality hotels to choose from); HT2 (Vinh Long is a place with many quality restaurants to choose from); HT3 (Vinh Long is a place with many souvenir shops); HT5 (Vinh Long is a place with a convenient communication system); TC1 (Vinh Long is a place that provides good tourism information); TC2 (Vinh Long is a place with available parking spots in the city, at tourist attractions); TC3 (Vinh Long is a place with a convenient transportation system, without traffic jams); TC4 (Vinh Long is a convenient stopover to nearby tourist attractions). These factors all have a positive impact on the factor “Tourism Infrastructure and Accessibility”, but variable HT2 (Vinh Long is a place with many quality restaurants to choose from) is the observed variable that has the strongest impact on factor 1 (0.260).
Table 4.8: Factor score matrix
Factor Factor loading F1 F2 F3 F4 F5
TN1
0.234 | ||||
TN2 | 0.387 | |||
TN3 | 0.320 | |||
TN4 | 0.380 | |||
TN5 | 0.304 | |||
HT1 | 0.212 | |||
HT2 | 0.260 | |||
HT3 | 0.146 | |||
HT5 | 0.150 | |||
KK1 | 0.255 | |||
KK2 | 0.303 | |||
KK3 | 0.266 | |||
KK4 | 0.276 | |||
KK5 | 0.257 | |||
CP1 | 0.332 | |||
CP2 | 0.348 | |||
CP3 | 0.353 | |||
CP4 | 0.339 | |||
TC1 | 0.198 | |||
TC2 | 0.257 | |||
TC3 | 0.217 | |||
TC4 | 0.251 | |||
HD1 | 0.217 | |||
HD2 | 0.285 | |||
HD3 | 0.322 | |||
HD4 | 0.288 | |||
HD5 | 0.315 | |||
(Source: Survey results of 229 tourists, 2017)
F 2 = 0.217*HD1 + 0.285*HD2 + 0.322*HD3 + 0.288*HD4 + 0.315*HD5
Factor 2, the factor "Attractiveness of the destination" is largely affected by 5 observed variables, including: HD1 (Vinh Long is a destination with many delicious and attractive dishes); HD2 (Vinh Long is a safe and secure destination); HD3 (Vinh Long is a destination with friendly and hospitable people); HD4 (Vinh Long is a destination with many entertainment areas); HD5 (Vinh Long is famous for homestay tourism, river and garden tourism). These factors all have a positive impact on the factor "Attractiveness of the destination", but variable HD3 (Vinh Long
Long is a destination with friendly and hospitable people) is the observed variable that has the strongest impact on factor 2 (0.322).
F 3 = 0.255*KK1 + 0.303*KK2 + 0.266*KK3 + 0.276*KK4 + 0.257*KK5
Factor 3, the "Tourist atmosphere" factor, is largely affected by 5 observed variables, including: KK1 (Feeling free and comfortable (because there are no beggars or street vendors)); KK2 (Feeling peaceful (because it is not too crowded)); KK3 (Feeling secure and safe (not being scammed, overcharged, or robbed)); KK4 (Feeling friendly and happy (because the people here are straightforward and honest)); KK5 (Fresh, cool air (because the environment is less polluted)). These factors all have a positive impact on the "Tourist atmosphere" factor, but variable KK2 (Feeling peaceful (because it is not too crowded)) is the observed variable that has the strongest impact on factor 3 (0.322).
F 4 = 0.332*CP1 + 0.348*CP2 + 0.353*CP3 + 0.339*CP4
Factor 4, the “Reasonable cost” factor, is largely affected by 4 observed variables, including: CP1 (Vinh Long is a destination with reasonable prices for accommodation and accompanying services compared to the quality provided); CP2 (Vinh Long is a destination with reasonable prices for food, drinks and restaurant services compared to the quality of services provided); CP3 (Vinh Long is a destination with reasonable prices for entertainment services); CP4 (Reasonable costs for entering tourist destinations in Vinh Long). These factors all have a positive impact on the “Reasonable cost” factor, but variable CP3 (Vinh Long is a destination with reasonable prices for entertainment services) is the observed variable that has the strongest impact on factor 4 (0.353).
F 5 = 0.234*TN1 + 0.387*TN2 + 0.320*TN3 + 0.380*TN4 + 0.303*TN5
Factor 5, the factor "Tourism resources" is largely affected by 5 observed variables, including: TN1 (Vinh Long is a place with beautiful natural landscapes with islands and garden houses); TN2 (Vinh Long is a place with many historical and cultural relics); TN3 (Vinh Long is a place with many traditional craft villages); TN4 (Vinh Long is a place with a dense and evenly distributed river network); TN5 (Vinh Long is a place with a mild and cool climate). These factors all have a positive impact on
factor "Tourism resources", but variable TN2 (Vinh Long is a place with many historical and cultural relics) is the observed variable that has the strongest impact on factor 5 (0.387).
4.2.4.2 Results of factor analysis of brand building scale
Similar to the scale of independent variables in the research model, the scale of Vinh Long province's tourism brand was factor analyzed. The results of factor analysis of the scale of Vinh Long province's tourism brand are shown in Table 4.9.
Table 4.9: Results of factor analysis of satisfaction scale
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
0.851 | ||
Approx. Chi-Square | 819,576 | |
Bartlett's Test of Sphericity | df | 6 |
Sig. | 0.000 | |
Amount of variation explained by the factor | 3,389 | |
Total variance extracted (%) | 84,722 | |
(Source: Survey results of 229 tourists, 2017)
According to the results, the KMO value = 0.851 satisfies the condition (0.5 - 1), so the exploratory factor analysis is appropriate. The Bartlett's test value is 0.000, much smaller than the allowable value of 0.05, so the results of this exploratory factor analysis can be extrapolated to the whole. The total variance extracted value is 84.722, showing that the variables mentioned in the Vinh Long static tourism brand scale can explain the variation of the research model at 84.722%. The value of the amount of variation explained by the factor has a value greater than 1, showing that there is only one group of factors extracted from the 4 observed variables.
H 1
H 2 H 3
H 4
TRAVEL BRAND
H 5
Reasonable cost
Tourism resources
Through the results of exploratory factor analysis, the research model is adjusted as shown in Figure 4.4.
Tourism Infrastructure & Accessibility
The appeal of the destination |
Tourist atmosphere |
Figure 4.4: Calibrated research model
Source: From the results of exploratory factor analysis
Accordingly, the research model includes 5 factors expected to influence the construction of Vinh Long province's tourism brand, including: Tourism infrastructure and accessibility; Destination attractiveness; Tourism atmosphere; Reasonable cost; Tourism resources. The hypotheses are set as follows:
H 1 : Tourism infrastructure & Accessibility have no impact on tourism branding of Vinh Long province;
H 2 : Destination attractiveness has no impact on tourism branding of Vinh Long province;
H 3 : Tourism atmosphere has no influence on tourism branding of Vinh Long province;
H 4 : Reasonable costs do not affect the tourism brand building of Vinh Long province;
H 5 : Tourism resources have no impact on building the tourism brand of Vinh Long province.
4.2.5 Pearson correlation coefficient analysis
Pearson correlation coefficient is used to test the linear relationship between the dependent variable (Tourism Brand) and the independent variables (Tourism Infrastructure and Accessibility; Destination Attractiveness; Tourism Atmosphere; Reasonable Cost; Tourism Resources) or between the independent variables in the research model. If the correlation coefficient between the dependent variable and the independent variables is larger, it shows a closer relationship, linear regression analysis is appropriate. On the contrary, for the larger relationship between the independent variables, attention should be paid to the problem of multicollinearity violation, there is an interaction between the independent variables. The results of Pearson correlation coefficient are shown in Table 4.10.
According to the results, the Pearson correlation coefficient between the independent variable and the dependent variables are all greater than 0, so there is a relationship between the dependent variable and the independent variables. Specifically, the correlation coefficient between Tourism Brand and Tourism Infrastructure & Accessibility is 0.529 and the Sig. test value is 0.000, it can be concluded that there is a correlation between Tourism Brand and Tourism Infrastructure & Accessibility at the 1% significance level. The correlation coefficient
The correlation coefficient between Tourism Brand and Destination Attractiveness is 0.412 and the Sig. test value is 0.000, it can be concluded that there is a correlation between Tourism Brand and Destination Attractiveness at the 1% significance level. The correlation coefficient between Tourism Brand and Tourism Atmosphere is 0.299 and the Sig. test value is 0.000, it can be concluded that there is a correlation between Tourism Brand and Tourism Atmosphere at the 1% significance level. The correlation coefficient between Tourism Brand and Reasonable Cost is 0.318 and the Sig. test value is 0.000, it can be concluded that there is a correlation between Tourism Brand and Reasonable Cost at the 1% significance level. The correlation coefficient between Tourism Brand and Tourism Resources is 0.271 and the Sig. test value is 0.000. is 0.000, it can be concluded that there is a correlation between Tourism Brand and Tourism Resources at 1% significance level.
Table 4.10: Pearson correlation coefficient
TH | F1 | F2 | F3 | F4 | F5 | ||
Pearson Correlation | 1 | 0.529 | 0.412 | 0.299 | 0.318 | 0.271 | |
TH | |||||||
Sig. (2-tailed) | 0.000 | 0.000 | 0.000 | 0.000 | 0.000 | ||
N | 229 | 229 | 229 | 229 | 229 | 229 | |
Pearson Correlation | 0.529 | 1 | 0.000 | 0.000 | 0.000 | 0.000 | |
F1 | |||||||
Sig. (2-tailed) | 0.000 | 1,000 | 1,000 | 1,000 | 1,000 | ||
N | 229 | 229 | 229 | 229 | 229 | 229 | |
Pearson Correlation | 0.412 | 0.000 | 1 | 0.000 | 0.000 | 0.000 | |
F2 | |||||||
Sig. (2-tailed) | 0.000 | 1,000 | 1,000 | 1,000 | 1,000 | ||
N | 229 | 229 | 229 | 229 | 229 | 229 | |
Pearson Correlation | 0.299 | 0.000 | 0.000 | 1 | 0.000 | 0.000 | |
F3 | |||||||
Sig. (2-tailed) | 0.000 | 1,000 | 1,000 | 1,000 | 1,000 | ||
N | 229 | 229 | 229 | 229 | 229 | 229 | |
Pearson Correlation | 0.318 | 0.000 | 0.000 | 0.000 | 1 | 0.000 | |
F4 | |||||||
Sig. (2-tailed) | 0.000 | 1,000 | 1,000 | 1,000 | 1,000 | ||
N | 229 | 229 | 229 | 229 | 229 | 229 | |
Pearson Correlation | 0.271 | 0.000 | 0.000 | 0.000 | 0.000 | 1 | |
F5 | |||||||
Sig. (2-tailed) | 0.000 | 1,000 | 1,000 | 1,000 | 1,000 | ||
N | 229 | 229 | 229 | 229 | 229 | 229 |
(Source: Survey results of 229 tourists, 2017)
In addition, the Pearson correlation coefficient values between the independent variables are all 0 and the Sig. test value is 1.000, it can be concluded that the independent variables are