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APPENDIX 1

IN-DEPTH INTERVIEW QUESTIONS – QUALITATIVE STUDY 1

1. Is your company concerned about environmental issues?

- If not: should Vietnamese tourism businesses pay attention to this issue in the future? Why? (Interviewer asks in depth to clarify the reason)

- If yes: when building and implementing marketing strategies, does your company consider environmental aspects? (Interviewer asks in depth about market research, branding, 7P)

2. According to you, who are the relevant publics in the tourism business (including both internal and external)?

3. Does the company care about the people and local authorities at the tourist destination? (Interviewer asked in depth about health protection, environmental safety, volunteer activities, and compliance with regulations)

4. What are the policies for tourists? (Interviewer asked in depth about safety, service quality, handling complaints, tourists with disabilities)

5. Does the company care about its internal publics? Specifically, what? (Interviewer asks in depth about the working environment, employee benefits, shareholder benefits)

6. Do the above mentioned external stakeholders know the company's distinctive/differentiating features? If so, what are they?

7. How would you describe your company's business performance over the past year? (The interviewer asked in-depth questions about customer satisfaction, revenue, profit, market share, especially sales of environmentally friendly products)

8. (Introducing the scale), if you were the one answering this survey, do you think there should be any adjustments?

SUMMARY OF RESULTS OF QUALITATIVE RESEARCH 1

The opinions summarized below are those that received over 70% agreement from the experts interviewed. Based on these opinions, the author used them as a basis for research as well as for adjusting the scale.

1. - Tourism is closely linked to the environment and society. Therefore, tourism businesses must pay attention to the environment.

Tourism businesses today are very concerned about environmental issues, specifically the phrase "responsible tourism" has been mentioned a lot recently.

- When building a marketing strategy, businesses always incorporate "green" into the strategy. This is most clearly shown in P-product: businesses offer tours aimed at environmental protection, eco-tourism, and nature-oriented tourism. P-promotion also highlights this idea: giving warm clothes and scholarships to poor students. P-price, when incorporating environmental factors, creates a unique and valuable product, so customers accept it, so the price is not affected when implementing "green". P-distribution: selling via websites and social networks is increasing. Currently, P-people is an extremely important factor in providing services. Whether customers are impressed and return to the company's services or not depends largely on tour consultants, tour guides, and after-tour care staff.

Brand is the first factor that customers look for and feel secure in choosing. The brand has affirmed the quality and reputation of the service, so even if the price is higher, customers will still choose it, forming a loyal customer base.

2. Tourism industry stakeholders: tourists, travel agencies, local authorities, local people.

3. Enterprises always care about the environment and life at the destination such as creating conditions for economic connection for people (craft villages); creating travel demand, thereby airlines open new routes, thereby making it more convenient for people to travel; maintaining local traditions and specialties; implementing tours to provide material support for

People, for example, "give warm clothes" to children in the Northwest mountains; remind tourists not to litter.

In recent years, businesses have been forced to listen to local people's opinions to adjust tour programs as well as tourists' attitudes.

4. The policy for tourists is always guaranteed by the company's reputation: departing on schedule even if there is only 1 tourist, there are many slow tours for the elderly.

5. Employees are also considered customers, so their material and spiritual benefits should be fully taken care of.

Tourism businesses are interested in changing employee awareness in responsible guiding activities.

6. The business is known by many tourists, chosen and returned to use the service. Traditional, stable customers always support reputable businesses.

7. Businesses have increased profits and market share. Tourists are also very interested in environmentally friendly and socially responsible products, especially foreign tourists.

8. The scales are complete, the content is easy to understand and answer. However, some words need to be Vietnamese and adjusted to be clearer:

- The words "local" and "community" should be specifically written as "local government" and "local people".

- The target group of “disabled people” is not much. The target group of tourists should be “elderly” in the CSR7 question, because this group of people now travels a lot and also needs care. Tours for the elderly must also be designed differently to suit their health and interests.

- The phrase “shareholder rights” in CSR9 is quite abstract, so it should be clearly stated as “ensuring profits for shareholders”.

- The original scale of green marketing strategy in the hotel case study, in the case study of this thesis is tourism, the scales are still completely suitable, so it is only necessary to adjust the words to the right audience.

- The statement “Our hotel staff educates consumers about human actions that harm the environment through written or oral communication” should be adapted to the tourism context as “Your company includes messages about not littering and saving energy in its tour guides.”

- In the reputation section, it should be noted that there are things that only tourists can notice through using the product, for example, the company's innovation and unique products. As for implementing social responsibility, all parties related to the business know.

- “Socially recognized enterprise” should be added to measure business results. Therefore, the statement “The company has a positive impact on society” should be adjusted to “I feel that my company is increasingly recognized by the community for its contributions to society”.

IN-DEPTH INTERVIEW QUESTIONS – QUALITATIVE STUDY 2

1. According to you, when doing business in tourism and travel services, are there different orientations regarding green marketing strategies and corporate social responsibility for different types of businesses?

(The interviewer asked in depth about the differences between domestic, inbound, and outbound tours)

2. According to you, does the scale of a travel service business affect the green marketing strategy and corporate social responsibility of the business? Do travel service businesses care about building their brand?

(The interviewer asked in depth about the differences between micro, small and medium enterprises).