In addition, the province currently has 23 large and small reservoirs with a capacity of nearly 250 million m3 . Typical reservoirs include Khe Che Lake, Yen Lap Lake, Dam Ha Dong Lake, Truc Bai Son Lake, Trang Vinh Lake... This dam system plays a huge role in providing water for the development of forestry and agricultural crop production, creating favorable conditions for the exploitation and development of medicinal plants.
3.1.1.3. Soil conditions
Table 3.1: Statistics of land area by soil type of Quang Ninh province in 2017
Unit: ha
STT
Sign effect | Vietnam land name | Sign effect | Acreage | Ratio rate (%) | Land name | |
NATURAL AREA | 610,235.40 | 100 | ||||
I | C | SAND | AR | 19,955.64 | 3.27 | ARENOSOLS |
I.1 | Cs | Sand beach by the river and sea | AR | 15,660.83 | 2.57 | Arenosols |
I.2 | Cc | White and yellow sand dunes | ARl | 1,236.42 | 0.2 | Luvic Arenosols |
I.3 | C | Sand beach | AR | 3,058.39 | 0.5 | Arenosols |
II | M | SALTY LAND | FLs | 33,922.33 | 5.56 | SALIC FLUVISOLS |
II.1 | mm | Mangrove saline soil | FLsg | 30,074.22 | 4.93 | Gleyi Salic Fluvisols |
II.2 | Mn | Salty soil | FLsh | 812.95 | 0.13 | Hypersalic Fluvisols |
II.3 | M | Medium saline soil and less | FLsm | 3,035.16 | 0.5 | Molli Salic Fluvisols |
III | S | ALUM SOIL | FLt | 7,456.42 | 1.22 | THIONIC FLUVISOLS |
III.1 | Sj | Active acid sulfate soil | FLto | 6,369.12 | 1.04 | Ortho Thionic Fluvisols |
III.2 | Sp | Potential acid sulfate soil | FLTP | 1087.3 | 0.18 | Proto Thionic Fluvisols |
IV | P | ALLURING SOIL | FL | 1517.23 | 0.25 | FLUVISOLS |
IV.1 | Pb | Alluvial soil | FL | 229.59 | 0.04 | HaplicFluvisols |
IV.2 | P | Alluvial soil compensated | FL | 1287.64 | 0.21 | Fluvisols |
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Mobile Phone Usage in Hanoi Inner City Area
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zt2a3gsconsumer,consumption,consumer behavior,marketing,mobile marketing
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zc2o3n4t5e6n7ts
- Test the relationship between demographic variables and consumer behavior for Mobile Marketing activities
The analysis method used is the Chi-square test (χ2), with statistical hypotheses H0 and H1 and significance level α = 0.05. In case the P index (p-value) or Sig. index in SPSS has a value less than or equal to the significance level α, the hypothesis H0 is rejected and vice versa. With this testing procedure, the study can evaluate the difference in behavioral trends between demographic groups.
CHAPTER 4
RESEARCH RESULTS
During two months, 1,100 survey questionnaires were distributed to mobile phone users in the inner city of Hanoi using various methods such as direct interviews, sending via email or using questionnaires designed on the Internet. At the end of the survey, after checking and eliminating erroneous questionnaires, the study collected 858 complete questionnaires, equivalent to a rate of about 78%. In addition, the research subjects of the thesis are only people who are using mobile phones, so people who do not use mobile phones are not within the scope of the thesis, therefore, the questionnaires with the option of not using mobile phones were excluded from the scope of analysis. The number of suitable survey questionnaires included in the statistical analysis was 835.
4.1 Demographic characteristics of the sample
The structure of the survey sample is divided and statistically analyzed according to criteria such as gender, age, occupation, education level and personal income. (Detailed statistical table in Appendix 6)
- Gender structure: Of the 835 completed questionnaires, 49.8% of respondents were male, equivalent to 416 people, and 50.2% were female, equivalent to 419 people. The survey results of the study are completely consistent with the gender ratio in the population structure of Vietnam in general and Hanoi in particular (Male/Female: 49/51).
- Age structure: 36.6% of respondents are <23 years old, equivalent to 306 people. People from 23-34 years old
accounting for the highest proportion: 44.8% equivalent to 374 people, people aged 35-45 and >45 are 70 and 85 people equivalent to 8.4% and 10.2% respectively. Looking at the results of this survey, we can see that the young people - youth account for a large proportion of the total number of people participating in the survey. Meanwhile, the middle-aged people including two age groups of 35 - 45 and >45 have a low rate of participation in the survey. This is completely consistent with the reality when Mobile Marketing is identified as a Marketing service aimed at young people (people under 35 years old).
- Structure by educational level: among 835 valid responses, 541 respondents had university degrees, accounting for the highest proportion of ~ 75%, 102 had secondary school degrees, ~ 13.1%, and 93 had post-graduate degrees, ~ 11.9%.
- Occupational structure: office workers and civil servants are the group with the highest rate of participation with 39.4%, followed by students with 36.6%. Self-employed people account for 12%, retired housewives are 7.8% and other occupational groups account for 4.2%. The survey results show that the student group has the same rate as the group aged <23 at 36.6%. This shows the accuracy of the survey data. In addition, the survey results distributed by occupational criteria have a rate almost similar to the sample division rate in chapter 3. Therefore, it can be concluded that the survey data is suitable for use in analysis activities.
- Income structure: the group with income from 3 to 5 million has the highest rate with 39% of the total number of respondents. This is consistent with the income structure of Hanoi people and corresponds to the average income of the group of civil servants and office workers. Those
People with no income account for 23%, income under 3 million VND accounts for 13% and income over 5 million VND accounts for 25%.
4.2 Mobile phone usage in Hanoi inner city area
According to the survey results, most respondents said they had used the phone for more than 1 year, specifically: 68.4% used mobile phones from 4 to 10 years, 23.2% used from 1 to 3 years, 7.8% used for more than 10 years. Those who used mobile phones for less than 1 year accounted for only a very small proportion of ~ 0.6%. (Table 4.1)
Table 4.1: Time spent using mobile phones
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Alid
<1 year
5
.6
.6
.6
1-3 years
194
23.2
23.2
23.8
4-10 years
571
68.4
68.4
92.2
>10 years
65
7.8
7.8
100.0
Total
835
100.0
100.0
The survey indexes on the time of using mobile phones of consumers in the inner city of Hanoi are very impressive for a developing country like Vietnam and also prove that Vietnamese consumers have a lot of experience using this high-tech device. Moreover, with the majority of consumers surveyed having a relatively long time of use (4-10 years), it partly proves that mobile phones have become an important and essential item in people's daily lives.
When asked about the mobile phone network they are using, 31% of respondents said they are using the network of Vietel company, 29% use the network of
of Mobifone company, 27% use Vinaphone company's network and 13% use networks of other providers such as E-VN telecom, S-fone, Beeline, Vietnammobile. (Figure 4.1).
Figure 4.1: Mobile phone network in use
Compared with the announced market share of mobile telecommunications service providers in Vietnam (Vietel: 36%, Mobifone: 29%, Vinaphone: 28%, the remaining networks: 7%), we see that the survey results do not have many differences. However, the statistics show that there is a difference in the market share of other networks because the Hanoi market is one of the two main markets of small networks, so their market share in this area will certainly be higher than that of the whole country.
According to a report by NielsenMobile (2009) [8], the number of prepaid mobile phone subscribers in Hanoi accounts for 95% of the total number of subscribers, however, the results of this survey show that the percentage of prepaid subscribers has decreased by more than 20%, only at 70.8%. On the contrary, the number of postpaid subscribers tends to increase from 5% in 2009 to 19.2%. Those who are simultaneously using both types of subscriptions account for 10%. (Table 4.2).
Table 4.2: Types of mobile phone subscribers
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Prepay
591
70.8
70.8
70.8
Pay later
160
19.2
19.2
89.9
Both of the above
84
10.1
10.1
100.0
Total
835
100.0
100.0
The above figures show the change in the psychology and consumption habits of Vietnamese consumers towards mobile telecommunications services, when the use of prepaid subscriptions and junk SIMs is replaced by the use of two types of subscriptions for different purposes and needs or switching to postpaid subscriptions to enjoy better customer care services.
In addition, the majority of respondents have an average spending level for mobile phone services from 100 to 300 thousand VND (406 ~ 48.6% of total respondents). The high spending level (> 500 thousand VND) is the spending level with the lowest number of people with only 8.4%, on the contrary, the low spending level (under 100 thousand VND) accounts for the second highest proportion among the groups of respondents with 25.4%. People with low spending levels mainly fall into the group of students and retirees/housewives - those who have little need to use or mainly use promotional SIM cards. (Table 4.3).
Table 4.3: Spending on mobile phone charges
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<100,000
212
25.4
25.4
25.4
100-300,000
406
48.6
48.6
74.0
300,000-500,000
147
17.6
17.6
91.6
>500,000
70
8.4
8.4
100.0
Total
835
100.0
100.0
The statistics in Table 4.3 are similar to the percentages in the NielsenMobile survey results (2009) with 73% of mobile phone users having medium spending levels and only 13% having high spending levels.
The survey results also showed that up to 31% ~ nearly one-third of respondents said they sent more than 10 SMS messages/day, meaning that on average they sent 1 SMS message for every working hour. Those with an average SMS message volume (from 3 to 10 messages/day) accounted for 51.1% and those with a low SMS message volume (less than 3 messages/day) accounted for 17%. (Table 4.4)
Table 4.4: Number of SMS messages sent per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
142
17.0
17.0
17.0
3-10 news
427
51.1
51.1
68.1
>10 news
266
31.9
31.9
100.0
Total
835
100.0
100.0
Similar to sending messages, those with an average message receiving rate (from 3-10 messages/day) accounted for the highest percentage of ~ 55%, followed by those with a high number of messages (over 10 messages/day) ~ 24% and those with a low number of messages received daily (under 3 messages/day) remained at the bottom with 21%. (Table 4.5)
Table 4.5: Number of SMS messages received per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
175
21.0
21.0
21.0
3-10 news
436
55.0
55.0
76.0
>10 news
197
24.0
24.0
100.0
Total
835
100.0
100.0
When comparing the data of the two result tables 4.4 and 4.5, we can see the reasonableness between the ratio of the number of messages sent and the number of messages received daily by the interview participants.
4.3 Current status of SMS advertising and Mobile Marketing
According to the interview results, in the 3 months from the time of the survey and before, 94% of respondents, equivalent to 785 people, said they received advertising messages, while only a very small percentage of 6% (only 50 people) did not receive advertising messages (Table 4.6).
Table 4.6: Percentage of people receiving advertising messages in the last 3 months
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Have
785
94.0
94.0
94.0
Are not
50
6.0
6.0
100.0
Total
835
100.0
100.0
The results of Table 4.6 show that consumers in the inner city of Hanoi are very familiar with advertising messages. This result is also the basis for assessing the knowledge, experience and understanding of the respondents in the interview. This is also one of the important factors determining the accuracy of the survey results.
In addition, most respondents said they had received promotional messages, but only 24% of them had ever taken the action of registering to receive promotional messages, while 76% of the remaining respondents did not register to receive promotional messages but still received promotional messages every day. This is the first sign indicating the weaknesses and shortcomings of lax management of this activity in Vietnam. (Table 4.7)
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Identify Rating Levels and Rating Scales
zt2i3t4l5ee
zt2a3gstourism,quan lan,quang ninh,ecology,ecotourism,minh chau,van don,geography,geographical basis,tourism development,science
zt2a3ge
zc2o3n4t5e6n7ts
of the islanders. Therefore, this indicator will be divided into two sub-indicators:
a1. Natural tourism attractiveness a2. Cultural tourism attractiveness
b. Tourist capacity
The two island communes in Quan Lan have different capacities to receive tourists. Minh Chau Commune is home to many standard hotels and resorts, attracting high-income domestic and international tourists. Meanwhile, Quan Lan Commune has many motels mainly built and operated by local people, so the scale and quality are not high, and will be suitable for ordinary tourists such as students.
c. Time of exploitation of Quan Lan Island Commune:
Quan Lan tourism is seasonal due to weather and climate conditions and festivals only take place on certain days of the year, specifically in spring. In Quan Lan commune, the period from April to June and from September to November is considered the best time to visit Quan Lan because the cultural tourism activities are mainly associated with festivals taking place during this time.
Minh Chau island commune:
Tourism exploitation time is all year round, because this is a place with a number of tourist attractions with diverse ecosystems such as Bai Tu Long National Park Research Center, Tram forest, Turtle Laying Beach, so besides coming to the beach for tourism and vacation in the summer, Minh Chau will attract research groups to come for tourism combined with research at other times of the year.
d. Sustainability
The sustainability of ecotourism sites in Quan Lan and Minh Chau communes depends on the sensitivity of the ecosystems to climate changes.
landscape. In general, these tourist destinations have a fairly high level of sustainability, because they are natural ecosystems, planned and protected. However, if a large number of tourists gather at certain times, it can exceed the carrying capacity and affect the sustainability of the environment (polluted beaches, damaged trees, animals moving away from their habitats, etc.), then the sustainability of the above ecosystems (natural ecosystems, human ecosystems) will also be affected and become less sustainable.
e. Location and accessibility
Both island communes have ports to take tourists to visit from Van Don wharf:
- Quan Lan – Van Don traffic route:
Phuc Thinh – Viet Anh high-speed boat and Quang Minh high-speed boat, depart at 8am and 2pm from Van Don to Quan Lan, and at 7am and 1pm from Quan Lan to Van Don. There are also wooden boats departing at 7am and 1pm.
- Van Don - Minh Chau traffic route:
Chung Huong high-speed train, Minh Chau train, morning 7:30 and afternoon 13:30 from Van Don to Minh Chau, morning 6:30 and afternoon 13:00 from Minh Chau to Van Don.
f. Infrastructure
Despite receiving investment attention, the issue of infrastructure and technical facilities for tourism on Quan Lan Island is still an issue that needs to be resolved because it has a direct impact on the implementation of ecotourism activities. The minimum conditions for serving tourists such as accommodation, electricity, water, communication, especially medical services, and security work need to be given top priority. Ecotourism spots in Minh Chau commune are assessed to have better infrastructure and technical facilities for tourism because there are quite complete and synchronous conditions for serving tourists, meeting many needs of domestic and foreign tourists.
3.2.1.4. Determine assessment levels and assessment scales
Corresponding to the levels of each criterion, the index is the score of those levels in the order of 4, 3, 2, 1 decreasing according to the standard of each level: very attractive (4), attractive (3), average (2), less attractive (1).
3.2.1.5. Determining the coefficients of the criteria
For the assessment of DLST in the two communes of Quan Lan and Minh Chau islands, the students added evaluation coefficients to show the importance of the criteria and indicators as follows:
Coefficient 3 with criteria: Attractiveness, Exploitation time. These are the 2 most important criteria for attracting tourists to tourism in general and eco-tourism in particular, so they have the highest coefficient.
Coefficient 2 with criteria: Capacity, Infrastructure, Location and accessibility . Because the assessment area is an island commune of Van Don district, the above criteria are selected by the author with appropriate coefficients at the average level.
Coefficient 1 with criteria: Sustainability. Quan Lan has natural and human-made ecotourism sites, with high biodiversity and little impact from local human factors. Most of the ecotourism sites are still wild, so they are highly sustainable.
3.2.1.6. Results of DLST assessment on Quan Lan island
a. Assessment of the potential for natural tourism development
For Minh Chau commune:
+ Natural tourism attractiveness is determined to be very attractive (4 points) and the most important coefficient (coefficient 3), so the score of the Attractiveness criterion is 4 x 3 = 12.
+ Capacity is determined as average (2 points) and the coefficient is quite important (coefficient 2), then the score of Capacity criterion is 2 x 2 = 4.
+ Exploitation time is long (4 points), the most important coefficient (coefficient 3) so the score of the Exploitation time criterion is 4 x 3 = 12.
+ Sustainability is determined as sustainable (4 points), the important coefficient is the average coefficient (coefficient 1), so the score of the Sustainability criterion is 4 x 1 = 4 points
+ Location and accessibility are determined to be quite favorable (2 points), the coefficient is quite important (coefficient 2), the criterion score is 2 x 2 = 4 points.
+ Infrastructure is assessed as good (3 points), the coefficient is quite important (coefficient 2), then the score of the Infrastructure criterion is 3 x 2 = 6 points.
The total score for evaluating DLST in Minh Chau commune according to 6 evaluation criteria is determined as: 12 + 4 + 12 + 4 + 4 + 6 = 42 points
Similar assessment for Quan Lan commune, we have the following table:
Table 3.3: Assessment of the potential for natural ecotourism development in Quan Lan and Minh Chau communes
Attractiveness of self-tourismof course
Capacity
Mining time
Sustainability
Location and accessibility
Infrastructure
Result
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
CommuneMinh Chau
12
12
4
8
12
12
4
4
4
8
6
8
42/52
Quan CommuneLan
6
12
6
8
9
12
4
4
4
8
4
8
33/52
b. Assessment of the potential for humanistic tourism development
For Quan Lan commune:
+ The attractiveness of human tourism is determined to be very attractive (4 points) and the most important coefficient (coefficient 3), so the score of the Attractiveness criterion is 4 x 3 = 12.
+ Capacity is determined to be large (3 points) and the coefficient is quite important (coefficient 2), then the score of the Capacity criterion is 3 x 2 = 6.
+ Mining time is average (3 points), the most important coefficient (coefficient 3) so the score of the Mining time criterion is 3 x 3 = 9.
+ Sustainability is determined as sustainable (4 points), the important coefficient is the average coefficient (coefficient 1), so the score of the Sustainability criterion is 4 x 1 = 4 points.
+ Location and accessibility are determined to be quite favorable (2 points), the coefficient is quite important (coefficient 2), the criterion score is 2 x 2 = 4 points.
+ Infrastructure is rated as average (2 points), the coefficient is quite important (coefficient 2), then the score of the Infrastructure criterion is 2 x 2 = 4 points.
The total score for evaluating DLST in Quan Lan commune according to 6 evaluation criteria is determined as: 12 + 6 + 6 + 4 + 4 + 4 = 36 points.
Similar assessment with Minh Chau commune we have the following table:
Table 3.4: Assessment of the potential for developing humanistic eco-tourism in Quan Lan and Minh Chau communes
Attractiveness of human tourismliterature
Capacity
Mining time
Sustainability
Location and accessibility
Infrastructure
Result
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Quan CommuneLan
12
12
6
8
9
12
4
4
4
8
4
8
39/52
Minh CommuneChau
6
12
4
8
12
12
4
4
4
8
6
8
36/52
Basically, both Minh Chau and Quan Lan localities have quite favorable conditions for developing ecotourism. However, Quan Lan commune has more advantages to develop ecotourism in a humanistic direction, because this is an area with many famous historical relics such as Quan Lan Communal House, Quan Lan Pagoda, Temple worshiping the hero Tran Khanh Du, ... along with local festivals held annually such as the wind praying ceremony (March 15), Quan Lan festival (June 10-19); due to its location near the port and long exploitation time, the beaches in Quan Lan commune (especially Quan Lan beach) are no longer hygienic and clean to ensure the needs of tourists coming to relax and swim; this is also an area with many beautiful landscapes such as Got Beo wind pass, Ong Phong head, Voi Voi cave, but the ability to access these places is still very limited (dirt hill road, lots of gravel and rocks), especially during rainy and windy times; In addition, other natural resources such as mangrove forests and sea worms have not been really exploited for tourism purposes and ecotourism development. On the contrary, Minh Chau commune has more advantages in developing ecotourism in the direction of natural tourism, this is an area with diverse ecosystems such as at Rua De Beach, Bai Tu Long National Park Conservation Center...; Minh Chau beach is highly appreciated for its natural beauty and cleanliness, ranked in the top ten most beautiful beaches in Vietnam; Minh Chau commune is also home to Tram forest with a large area and a purity of up to 90%, suitable for building bridges through the forest (a very effective type of natural ecotourism currently applied by many countries) for tourists to sightsee, as well as for the purpose of studying and researching.
Figure 3.1: Thenmala Forest Bridge (India) Source: https://www.thenmalaecotourism.com/(August 21, 2019)
3.2.2. Using SWOT matrix to evaluate Quan Lan island tourism
General assessment of current tourism activities of Quan Lan island is shown through the following SWOT matrix:
Table 3.5: SWOT matrix evaluating tourism activities on Quan Lan island
Internal agent
Strengths- There is a lot of potential for tourism development, especially natural ecotourism and humanistic ecotourism.- The unskilled labor force is relatively abundant.- resource environmentunpolluted, still
Weaknesses- Poorly developed infrastructure, especially traffic routes to tourist destinations on the island.- The team of professional staff is still weak.- Tourism products in general
quite wild, originalintact
general and DLST in particularalone is monotonous.
External agents
Opportunity- Tourism is a key industry in the socio-economic development strategy of the province and Van Don economic zone.- Quan Lan was selected as a pilot area for eco-tourism development within the framework of the green growth project between Quang Ninh province and the Japanese organization JICA.- The flow of tourists and especially ecotourism in the world tends toincreasing
Challenge- Weather and climate change abnormally.- Competition in tourism products is increasingly fierce, especially with other localities in the province such as Ha Long, Mong Cai...- Awareness of tourists, especially domestic tourists, about ecotourism and nature conservation is not high.
Through summary analysis using SWOT matrix we see that:
To exploit strengths and take advantage of opportunities, it is necessary to:
- Diversify products and service types (build more tourism routes aimed at specific needs of tourists: experiential tourism immersed in nature, spiritual cultural tourism...)
- Effective exploitation of resources and differentiated products (natural resources and human resources)
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Tourism Revenue of Yen Tu Area in the Last 5 Years -
For Exploiting Types of Tourism -
Classification of the Convenience of 3 Types of Tourism
STT
Sign effect | Vietnam land name | Sign effect | Acreage | Ratio rate (%) | Land name | |
V | L | LAND WITH FLOOR LIGHTNING | PT | 4553.09 | 0.75 | PLINTHISOLS |
V.1 | Lc | Soil with clay layer sour hole | PTd | 3466.08 | 0.57 | Dystric Plinthisols |
V.2 | L | Soil with clay layer less acidic TT hole | PT | 1087.01 | 0.18 | Eutric Plinthisols |
VI | G | GREEN LAND | GL | 562.83 | 0.09 | GLEYSOLS |
VII | X | GREY LAND | AC | 5075.39 | 0.83 | ACRISOLS |
VII.1 | Xh | Typical grey soil | ACh | 1,443.32 | 0.24 | Haplic Acrisols |
VII.2 | Xg | Gray soil | ACg | 3509.3 | 0.58 | Glyic Acrisols |
VII.3 | Xb | Gray soil | ACal | 122.77 | 0.02 | Albic Acrisols |
VIII | N | PURPLE BROWN SOIL | NT | 16,719.07 | 2.74 | NITISOLS |
IX | F | RED GOLD LAND | AC | 378526.8 | 62.06 | ACRISOLS |
IX.1 | FV | Red gold soil | ACf | 254479.96 | 41.73 | Ferralic Acrisols |
IX.2 | FVv | Pale yellow soil | ACf | 124046.9 | 20.34 | Ferralic Acrisols |
X | HV | YELLOW HUMIDITY RED ON THE MOUNTAIN | ACu | 17,727.10 | 2.91 | HUMIC ACRISOLS |
X.1 | HV | Red-yellow humus soil on mountain | ACu | 17007.87 | 2.79 | Humic Acids |
X.2 | HVv | Pale yellow loam on the mountain | ACu | 719.23 | 0.12 | Humic Acids |
XI | E | THIN SOIL | LP | 299.34 | 0.05 | LEPTOSOLS |
XII | NT | MAN-MADE LAND | AT | 13201.38 | 2.16 | ANTHROSOLS |
XII.1 | NTct | Terraced fields hilly area | ATag | 12179.04 | 2 | Agric Anthrosols |
XII.2 | NTKT | Mining land | ATur | 1022.34 | 0.17 | Urbic Anthrosols |
Plus (+) | 499,516.66 | 81.9 | ||||
Rivers, streams, mountains, rocks and bare earth investigate | 110,381.40 | 18.1 | ||||
(Source: Quang Ninh Provincial Statistical Yearbook)
In the above types of land, there are 6 types of land suitable for agricultural and forestry production, which are:
- Purple brown soil (NT): The characteristics of this soil group are rich organic matter content in the surface layer and poor in the lower layers, heavy to loamy mechanical composition.
clay, the ratio fluctuates around 30 - 40%. Mainly distributed in some mountainous communes of Van Don, Tien Yen, Dam Ha, Hai Ha, Binh Lieu, Mong Cai districts. The area of this soil group is 16,719.07 ha, accounting for 2.83% of the total natural area.
- Red-yellow soil (AC): This is a soil group with a clayey B layer (Argic), the organic content of the surface layer is from fair to rich (2.47 - 3.08%), the humus content decreases gradually when going deeper. In unused hilly areas (barren hills) and shifting cultivation land, the process of surface erosion, leaching and soil degradation occurs strongly. This group has the largest area of 378,526.84 ha and is distributed in most districts; towns; cities in the province.
- Red-yellow soil on the mountain (ACu): Red-yellow humus soil on the mountain is formed at an absolute altitude of > 700m, the climate is colder and more humid than the low mountainous areas. In the province, this type of soil is formed on the mountain peaks of Dong Trieu - Nam Mau - Binh Lieu. The characteristic of this soil group is that red-yellow humus soil on the mountain has a light to medium mechanical composition, the organic content of the surface layer is rich and decreases rapidly in the lower layers. This soil group has an area of 17,727.1 ha, accounting for 3.0% of the total natural area.
- Thin layer soil (LP): Thin layer soil is formed in conditions of strongly fragmented terrain, steep slopes, heavily cleared vegetation and as a result of many years of cultivation without paying attention to soil protection. This soil group is scattered in Dong Trieu district and Mong Cai city. The characteristic of this soil group is that thin layer soil is a group of "problematic soil" in which the fine soil layer is very thin < 30cm. The soil is washed away and strongly eroded, so the soil layer is hard, compact, and poor in nutrients, especially easily digestible substances. Soil formed on sandstone often has an acidic reaction. This group has an area of 299.34 ha, accounting for 0.05% of the total natural land area.
- Anthropogenic soil (AT): Is a group of soils formed by human impact. The soil layer is strongly disturbed by human activities such as mining.
leveling to make terraced fields, or mining activities, the soil layer is disturbed to a thickness of more than 50 cm. The characteristics of the soil depend largely on the origin of the soil exploited for cultivation. The soil has strong changes in temperature, air regime, water regime, nutrition regime and a series of other biological characteristics compared to natural soil groups. Therefore, in production and business, it is necessary to pay attention to intensive investment to increase the land's use value.
- Saline soil of mangroves and rhizocarps (Mm): This type of soil often has a surface layer in the form of loose mud, sand, clay... rich in organic matter, strong gley. The characteristic of this group is that the mangrove vegetation is often found in the forests of Mangroves, Rhizophora, Sonneratia, Aquilaria, Trang... which need to be well protected to improve the effectiveness of environmental protection, biodiversity and aquatic resources. Area of 30,074.22 ha, accounting for 4.9% of the total natural area, distributed in the outer dyke areas of Ha Long City, Cam Pha City, Uong Bi City, Mong Cai City, Quang Yen Town, Dam Ha District, Hai Ha District, Van Don District, Hoanh Bo District.
3.1.2. Socio-economic characteristics
The province's GDP (at 2010 constant prices) in 2017 reached 78,324 billion VND (14.8% growth compared to 2016); in 2016 it reached 70,720 billion VND ( 13.5% growth compared to 2015) . The province's economic growth is reflected in all 3 production sectors (agriculture, forestry, fishery - Industry and construction - services), in which the service sector has the highest growth rate, the agriculture, forestry and fishery sector has the lowest growth rate.
Table 1.2: Economic growth of Quang Ninh province in the period 2015-2017
(Calculated at 2010 constant prices)
Unit: Billion VND
Year
Agriculture, forestry, fishery | Industry, construction | Service | Total | |
2015 | 5,280 | 38,815 | 22,145 | 62,515 |
2016 | 5,420 | 41,500 | 23,800 | 70,720 |
2017 | 5,391 | 45,323 | 27,610 | 78,324 |
(Source: Quang Ninh Provincial Statistical Yearbook)
The economic structure of Quang Ninh province has shifted in a positive direction, the structure of the agricultural, forestry and fishery sector has decreased and the service and industry and construction sectors have increased. Specifically, for the agricultural, forestry and fishery sector, in 2015 it accounted for 7.4%, in 2016 it decreased to 7% and in 2017 it was 6.7%. For the industry and construction sector, which accounted for the largest proportion, in 2015 it accounted for 52.8%, in 2016 it accounted for 53.5% and in 2017 it accounted for 52.1%.
Table 3.3: Economic restructuring of Quang Ninh province in the period 2015-2017
Economic zone
2015 | 2016 | 2017 | |
Agriculture, forestry and fisheries | 7.4 | 7.0 | 6.7 |
Industry- Construction | 52.8 | 53.5 | 52.1 |
Service | 39.8 | 39.5 | 41.2 |
(Source: Quang Ninh Provincial Statistical Yearbook)
For the service sector, the trend is increasing, accounting for 39.8% in 2015, 39.5% in 2016 and 41.2% in 2017. In 2017, although the mining industry faced many difficulties in the consumption market, large coal inventories, and reduced coal mining output, the development index of the mining industry grew negatively, directly affecting the added value of the industrial-construction sector (3.5 percentage points lower than the same period), but the construction sector and especially the service sector developed strongly, high growth contributed to offsetting the decline of the mining industry, ensuring high and stable economic growth.
3.1.2.3. Traffic and irrigation conditions
- Roads: The whole province has 2,283 km of roads, including 5 national highways, 10 provincial roads of grade V and VI standards; 60 district roads, 100% of which have been paved. Communes with car roads to the commune center have reached 100%. Inter-commune, village and hamlet roads have been paved at 24%. Many important roads have been built or upgraded such as: Ha Long-Hai Phong, Ha Long-Van Dong, Cam Hai-Van Dong expressways, Bach Dang Bridge, access roads and end-of-route intersections, renovation and upgrading of National Highway 18A section Ha Long.
Long – Mong Duong, Van Don Airport, the project connecting Ha Long-Hai Phong Expressway with Nam Tien Phong Industrial Park; Loong Toong Interchange... Focusing on preparing investment procedures for a number of key works and projects such as Van Don-Mong Cai Expressway, Ha Long-Cam Pha coastal road, the main road from the Airport to Van Don high-end entertainment resort complex, Hon Gai Passenger Port, Youth Cultural Palace, Bac Luan II Bridge Inter-sectoral Control Station,... has contributed to promoting the socio-economic development of mountainous, border and island districts.
- Waterway: The coastline is more than 250 km long, the waterway is 501 km, the total length of the main rivers is more than 288 km connecting Hai Phong and the Thai Binh river system. There are 121 seaports, led by the Hon Gai port cluster (represented by Cai Lan port) and the Cam Pha port cluster (represented by Cua Ong port). These are the two port clusters with the largest volume of goods in Quang Ninh province. In addition, Quang Ninh has two large passenger terminals of national scale, Tuan Chau and Hon Gai terminals (and will be of international scale in the future), which are the docking locations for tourist ships, customs clearance with Hai Phong and other inland ports. However, the ports with large capacity account for a small proportion (10%), the rest are small-scale ports formed due to market demand such as on Mao Khe river, Dien Vong, Cam Pha area and Mong Cai river. Port infrastructure has not been properly invested by businesses (wharfs, warehouses, yards) and still relies heavily on natural conditions. Due to the lack of facilities and limited yard space, Ha Long and Cai Rong tourist ports during peak days are chaotic, causing difficulties for port management units and difficulties for visitors.
- Public transport: Currently, Quang Ninh province has 9 bus routes (including: 3 inner-city routes, 5 inner-provincial routes, 1 adjacent route), connecting regions in the province (Ha Long, Hoanh Bo, Cam Pha, Uong Bi, Dong Trieu, Van Don, Mong Cai) and 1 route connecting to Hai Duong. Although this system serves very effectively, it is necessary to further improve service quality.
- Irrigation: The amount of water stored in 23 dams is 18.4m3 , compared to the same period last year, a decrease of 5.8 million m3; the water source is guaranteed to serve production and daily life of people in the province. The rate of rural population using clean water is 96%, the urban population is provided with clean water is 93%.
Quang Ninh's road traffic system has basically met the function of connecting and transporting in the region. The main traffic routes are mainly distributed in the coastal areas, connecting urban areas and economic zones to create a complete system. In mountainous districts, the road density is low but can still access the general traffic system of the province. The irrigation system has basically met the irrigation needs, serving agricultural development.
3.1.3. Population and labor
Regarding the province's population : In 2017, the population of Quang Ninh province was 1.313 million people, of which the urban population accounted for 67.4% of the province's total population. The average number of people in a household was 3.67 people/household. The annual natural growth rate was about 1.24%. The population density of the whole province was 198 people/km2 . The highest population density was 894 people/km2 ( Ha Long City), the lowest was 43 people/km2 ( Ba Che District). The population structure of Quang Ninh is relatively young: Nearly 30% are aged 15 to 29; 25% are aged 30 to 39; 24% are between 40 and 49 years old and 22% are over 50 years old. The whole province has 22 ethnic groups living, of which the Kinh ethnic group accounts for the majority at 86.6%, followed by the Dao ethnic group (5.5%), Tay (2.98%), San Diu (1.58%), San Chay (1.2%) and the Chinese ethnic group (0.46%)...
Regarding people's income: During the years 2015-2017, GRDP per capita increased significantly, reaching 3,776 (USD/person/year) in 2015 and 2016.
4,050 (USD/person/year), increased by 7.26% compared to 2015, in 2017 reached
4,528 (USD/person/year), an increase of 11.8% compared to 2016. Labor productivity in the area has many positive changes, in 2015 it reached 140 (million VND/person/year), in 2016 it reached 152.4 (million VND/person/year), an increase of 12.4% compared to 2015; in 2017 it reached 172.6 (million VND/person/year), an increase of 13.25% compared to 2016.
Table 3.4: Productivity and average income of people in Quang Ninh province over the years 2015-2017
Target
2015 | 2016 | 2017 | Comparison 2016/2015 | Comparison 2017/2016 | |||
(+/-) ∆ | % | (+/-) ∆ | % | ||||
GRDP per capita person (USD/person/year) | 3,776 | 4,050 | 4,528 | 274 | 7.26 | 478 | 11.8 |
Average labor productivity (tr,đ/person/year) | 140 | 152.4 | 172.6 | 12.4 | 8.86 | 20.2 | 13.25 |
(Source: Quang Ninh Provincial Statistics Office)
The data table shows that along with the change in economic structure, industries have significantly increased income and labor productivity.
Regarding Labor : The number of people of working age in the province in 2015 accounted for 54.7% of the province's population, in 2016 accounted for 54.8% of the province's population and in 2017 accounted for 57.5% of the province's population. The number of employed workers was 43.8 thousand people, the rate of trained workers accounted for 34.2%.
Unit:%

Figure 3.1: Ratio of employed laborers aged 15 and over compared to population in Quang Ninh in the period 2015-2017
( Source: Quang Ninh Province Statistical Yearbook)

![Mobile Phone Usage in Hanoi Inner City Area
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- Test the relationship between demographic variables and consumer behavior for Mobile Marketing activities
The analysis method used is the Chi-square test (χ2), with statistical hypotheses H0 and H1 and significance level α = 0.05. In case the P index (p-value) or Sig. index in SPSS has a value less than or equal to the significance level α, the hypothesis H0 is rejected and vice versa. With this testing procedure, the study can evaluate the difference in behavioral trends between demographic groups.
CHAPTER 4
RESEARCH RESULTS
During two months, 1,100 survey questionnaires were distributed to mobile phone users in the inner city of Hanoi using various methods such as direct interviews, sending via email or using questionnaires designed on the Internet. At the end of the survey, after checking and eliminating erroneous questionnaires, the study collected 858 complete questionnaires, equivalent to a rate of about 78%. In addition, the research subjects of the thesis are only people who are using mobile phones, so people who do not use mobile phones are not within the scope of the thesis, therefore, the questionnaires with the option of not using mobile phones were excluded from the scope of analysis. The number of suitable survey questionnaires included in the statistical analysis was 835.
4.1 Demographic characteristics of the sample
The structure of the survey sample is divided and statistically analyzed according to criteria such as gender, age, occupation, education level and personal income. (Detailed statistical table in Appendix 6)
- Gender structure: Of the 835 completed questionnaires, 49.8% of respondents were male, equivalent to 416 people, and 50.2% were female, equivalent to 419 people. The survey results of the study are completely consistent with the gender ratio in the population structure of Vietnam in general and Hanoi in particular (Male/Female: 49/51).
- Age structure: 36.6% of respondents are <23 years old, equivalent to 306 people. People from 23-34 years old
accounting for the highest proportion: 44.8% equivalent to 374 people, people aged 35-45 and >45 are 70 and 85 people equivalent to 8.4% and 10.2% respectively. Looking at the results of this survey, we can see that the young people - youth account for a large proportion of the total number of people participating in the survey. Meanwhile, the middle-aged people including two age groups of 35 - 45 and >45 have a low rate of participation in the survey. This is completely consistent with the reality when Mobile Marketing is identified as a Marketing service aimed at young people (people under 35 years old).
- Structure by educational level: among 835 valid responses, 541 respondents had university degrees, accounting for the highest proportion of ~ 75%, 102 had secondary school degrees, ~ 13.1%, and 93 had post-graduate degrees, ~ 11.9%.
- Occupational structure: office workers and civil servants are the group with the highest rate of participation with 39.4%, followed by students with 36.6%. Self-employed people account for 12%, retired housewives are 7.8% and other occupational groups account for 4.2%. The survey results show that the student group has the same rate as the group aged <23 at 36.6%. This shows the accuracy of the survey data. In addition, the survey results distributed by occupational criteria have a rate almost similar to the sample division rate in chapter 3. Therefore, it can be concluded that the survey data is suitable for use in analysis activities.
- Income structure: the group with income from 3 to 5 million has the highest rate with 39% of the total number of respondents. This is consistent with the income structure of Hanoi people and corresponds to the average income of the group of civil servants and office workers. Those
People with no income account for 23%, income under 3 million VND accounts for 13% and income over 5 million VND accounts for 25%.
4.2 Mobile phone usage in Hanoi inner city area
According to the survey results, most respondents said they had used the phone for more than 1 year, specifically: 68.4% used mobile phones from 4 to 10 years, 23.2% used from 1 to 3 years, 7.8% used for more than 10 years. Those who used mobile phones for less than 1 year accounted for only a very small proportion of ~ 0.6%. (Table 4.1)
Table 4.1: Time spent using mobile phones
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Alid
<1 year
5
.6
.6
.6
1-3 years
194
23.2
23.2
23.8
4-10 years
571
68.4
68.4
92.2
>10 years
65
7.8
7.8
100.0
Total
835
100.0
100.0
The survey indexes on the time of using mobile phones of consumers in the inner city of Hanoi are very impressive for a developing country like Vietnam and also prove that Vietnamese consumers have a lot of experience using this high-tech device. Moreover, with the majority of consumers surveyed having a relatively long time of use (4-10 years), it partly proves that mobile phones have become an important and essential item in peoples daily lives.
When asked about the mobile phone network they are using, 31% of respondents said they are using the network of Vietel company, 29% use the network of
of Mobifone company, 27% use Vinaphone companys network and 13% use networks of other providers such as E-VN telecom, S-fone, Beeline, Vietnammobile. (Figure 4.1).
Figure 4.1: Mobile phone network in use
Compared with the announced market share of mobile telecommunications service providers in Vietnam (Vietel: 36%, Mobifone: 29%, Vinaphone: 28%, the remaining networks: 7%), we see that the survey results do not have many differences. However, the statistics show that there is a difference in the market share of other networks because the Hanoi market is one of the two main markets of small networks, so their market share in this area will certainly be higher than that of the whole country.
According to a report by NielsenMobile (2009) [8], the number of prepaid mobile phone subscribers in Hanoi accounts for 95% of the total number of subscribers, however, the results of this survey show that the percentage of prepaid subscribers has decreased by more than 20%, only at 70.8%. On the contrary, the number of postpaid subscribers tends to increase from 5% in 2009 to 19.2%. Those who are simultaneously using both types of subscriptions account for 10%. (Table 4.2).
Table 4.2: Types of mobile phone subscribers
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Prepay
591
70.8
70.8
70.8
Pay later
160
19.2
19.2
89.9
Both of the above
84
10.1
10.1
100.0
Total
835
100.0
100.0
The above figures show the change in the psychology and consumption habits of Vietnamese consumers towards mobile telecommunications services, when the use of prepaid subscriptions and junk SIMs is replaced by the use of two types of subscriptions for different purposes and needs or switching to postpaid subscriptions to enjoy better customer care services.
In addition, the majority of respondents have an average spending level for mobile phone services from 100 to 300 thousand VND (406 ~ 48.6% of total respondents). The high spending level (> 500 thousand VND) is the spending level with the lowest number of people with only 8.4%, on the contrary, the low spending level (under 100 thousand VND) accounts for the second highest proportion among the groups of respondents with 25.4%. People with low spending levels mainly fall into the group of students and retirees/housewives - those who have little need to use or mainly use promotional SIM cards. (Table 4.3).
Table 4.3: Spending on mobile phone charges
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<100,000
212
25.4
25.4
25.4
100-300,000
406
48.6
48.6
74.0
300,000-500,000
147
17.6
17.6
91.6
>500,000
70
8.4
8.4
100.0
Total
835
100.0
100.0
The statistics in Table 4.3 are similar to the percentages in the NielsenMobile survey results (2009) with 73% of mobile phone users having medium spending levels and only 13% having high spending levels.
The survey results also showed that up to 31% ~ nearly one-third of respondents said they sent more than 10 SMS messages/day, meaning that on average they sent 1 SMS message for every working hour. Those with an average SMS message volume (from 3 to 10 messages/day) accounted for 51.1% and those with a low SMS message volume (less than 3 messages/day) accounted for 17%. (Table 4.4)
Table 4.4: Number of SMS messages sent per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
142
17.0
17.0
17.0
3-10 news
427
51.1
51.1
68.1
>10 news
266
31.9
31.9
100.0
Total
835
100.0
100.0
Similar to sending messages, those with an average message receiving rate (from 3-10 messages/day) accounted for the highest percentage of ~ 55%, followed by those with a high number of messages (over 10 messages/day) ~ 24% and those with a low number of messages received daily (under 3 messages/day) remained at the bottom with 21%. (Table 4.5)
Table 4.5: Number of SMS messages received per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
175
21.0
21.0
21.0
3-10 news
436
55.0
55.0
76.0
>10 news
197
24.0
24.0
100.0
Total
835
100.0
100.0
When comparing the data of the two result tables 4.4 and 4.5, we can see the reasonableness between the ratio of the number of messages sent and the number of messages received daily by the interview participants.
4.3 Current status of SMS advertising and Mobile Marketing
According to the interview results, in the 3 months from the time of the survey and before, 94% of respondents, equivalent to 785 people, said they received advertising messages, while only a very small percentage of 6% (only 50 people) did not receive advertising messages (Table 4.6).
Table 4.6: Percentage of people receiving advertising messages in the last 3 months
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Have
785
94.0
94.0
94.0
Are not
50
6.0
6.0
100.0
Total
835
100.0
100.0
The results of Table 4.6 show that consumers in the inner city of Hanoi are very familiar with advertising messages. This result is also the basis for assessing the knowledge, experience and understanding of the respondents in the interview. This is also one of the important factors determining the accuracy of the survey results.
In addition, most respondents said they had received promotional messages, but only 24% of them had ever taken the action of registering to receive promotional messages, while 76% of the remaining respondents did not register to receive promotional messages but still received promotional messages every day. This is the first sign indicating the weaknesses and shortcomings of lax management of this activity in Vietnam. (Table 4.7)
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