MINISTRY OF EDUCATION AND TRAINING HO CHI MINH CITY UNIVERSITY OF ECONOMICS
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DANG THI THANH LOAN
RELATIONSHIP BETWEEN TRAVEL MOTIVATION AND IMAGEDESTINATION AND DESTINATION CHOICE - CASE STUDY OF TOURIST DESTINATION IN BINH DINH PROVINCE
DOCTORAL THESIS IN ECONOMICS
Ho Chi Minh City – 2016
MINISTRY OF EDUCATION AND TRAINING HO CHI MINH CITY UNIVERSITY OF ECONOMICS
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DANG THI THANH LOAN
RELATIONSHIP BETWEEN TRAVEL MOTIVATION, DESTINATION IMAGE AND DESTINATION CHOICE - CASE STUDY OF TOURIST DESTINATION IN BINH DINH PROVINCE
Major: Business Administration
Code: 62.34.05.01
DOCTORAL THESIS IN ECONOMICS
SCIENTIFIC INSTRUCTOR:
1. Assoc.Prof.Dr. BUI THI THANH
2. Assoc.Prof.Dr. PHAM XUAN LAN
Ho Chi Minh City – 2016
SOCIALIST REPUBLIC OF VIETNAM INDEPENDENCE - FREEDOM - HAPPINESS
COMMITMENT
I hereby declare that the doctoral thesis in economics “The relationship between tourism motivation, destination image and destination choice - A case study of Binh Dinh province tourism destination ” is my own research work and was conducted under the scientific guidance of Associate Professor, Dr. Bui Thi Thanh and Associate Professor, Dr. Pham Xuan Lan.
The research results in the thesis are honest. The content of the thesis has never been published in any other work. At the same time, I also guarantee that all assistance in documents, expert interviews, surveys, etc. for the implementation of this thesis are acknowledged orally or in writing and the information cited in the thesis is clearly indicated.
I am fully responsible for the legality of the scientific research process.
study of this thesis.
Ho Chi Minh City, October 10, 2016
Thesis author
Dang Thi Thanh Loan
ACKNOWLEDGEMENTS
This thesis could not have been completed without the encouragement, guidance and support of many individuals and organizations. I would like to express my deepest and most sincere gratitude and appreciation to all those who have directly or indirectly supported me during the time of writing this thesis.
First of all, I would like to sincerely thank the group of Professors, Associate Professors, and Doctors of Ho Chi Minh City University of Economics, especially the teachers of the Faculty of Business Administration, who have devotedly taught and guided me to complete the modules in the doctoral training program of the school. Through that, they have helped me gain the necessary knowledge and experience to carry out this thesis.
Next, I would like to express my most sincere thanks to Associate Professor, Dr. Bui Thi Thanh and Associate Professor, Dr. Pham Xuan Lan for their enthusiastic scientific guidance to help me complete this research project. Over the years, they have wholeheartedly guided, instructed, and guided me to complete my thesis. Their comments and assessments, especially their suggestions on how to solve problems throughout the research process, are truly invaluable lessons for me, not only for this thesis but also for my future teaching, research, and guidance as a lecturer.
In addition, I would like to express my sincere thanks to Associate Professor, Dr. Nguyen Van Toan, Director of Hue University, who was my initial scientific advisor when I started my PhD. Although due to work reasons, he could not continue to directly supervise me, he always followed and encouraged me during the process of my thesis.
In addition, one person I will not forget to thank is Professor Nguyen Dinh Tho. Although he was not my scientific supervisor, he guided me a lot on research methods and data processing methods during the time I wrote this thesis.
I would also like to thank the lecturers and administrators in the tourism sector, as well as the tourists who spent their time and enthusiasm participating in the group discussion and giving me the opportunity to conduct in-depth interviews. At the same time, I would also like to thank the tour guides of some travel agencies; the receptionists of some resorts and hotels in Binh Dinh, along with some students of Quy Nhon University, who enthusiastically helped me collect data directly from tourists. I would also like to express my sincere thanks to the leadership and colleagues of Quy Nhon University who always encouraged and created conditions for me to complete my thesis.
Finally, I would like to express my gratitude and thanks to my beloved family members who have silently supported, created the best conditions and inspired me to complete my thesis. In particular, I would like to thank my husband, who is also a university lecturer but gave me the opportunity to study for a PhD first and was willing to support me in taking care of my two young children while I focused on researching and writing my thesis.
Ho Chi Minh City, November 25, 2016
INDEX
Page COMMITMENT i
ACKNOWLEDGEMENTS ii
TABLE OF CONTENTS iv
LIST OF ABBREVIATIONS viii
LIST OF TABLES ix
LIST OF IMAGES xi
CHAPTER 1: OVERVIEW OF THE STUDY 1
1.1. Necessity of research 1
1.1.1. Theoretically 1
1.1.2. In practice 6
1.2. Research objectives and research questions 12
1.3. Research object and scope 13
1.4. Research methods 15
1.5. New contributions of research 15
1.6. Structure of research report 16
CHAPTER 2: THEORETICAL BASIS AND RESEARCH MODEL 18
2.1. Some basic concepts 18
2.1.1. Travel 18
2.1.2. Tourists 20
2.1.3. Tourist destination 20
2.1.4. Tourism products 22
2.2. Behavioral theory 23
2.2.1. Consumer behavior theory 23
2.2.2. Theory of tourist behavior 25
2.2.3. Application of tourist behavior theory in tourism business 28
2.3. Travel engine 30
2.3.1. Concept 30
2.3.2. Travel engine components 32
2.4. Destination image 34
2.4.1. Concept 34
2.4.2. Components of destination image 35
2.5. Travel barriers 39
2.6. Choosing a destination 41
2.6.1. Concept 41
2.6.2. Approaches 45
2.6.3. Some experimental studies 47
2.7. Relationship between research concepts 58
2.7.1. Travel motivation and destination image 58
2.7.2. Travel motivation and destination choice 58
2.7.3. Destination image and destination choice 59
2.7.4. Tourism barriers and destination image 60
2.7.5. Travel barriers and destination choice 60
2.8. Research model 64
2.8.1. Theoretical model 64
2.8.2. Competitive model 64
CHAPTER 3: RESEARCH DESIGN 68
3.1. Research process 68
3.1.1. Preliminary research 68
3.1.2. Official research 73
3.2. Research scale 77
3.2.1. Results of scale development using qualitative preliminary research 77
3.2.2. Results of scale testing by quantitative preliminary research 86
CHAPTER 4: RESEARCH RESULTS 91
4.1. Description of research sample 91
4.2. Preliminary assessment of the official scale 91
4.2.1. Cronbach's Alpha reliability analysis 93
4.2.2. Exploratory factor analysis (EFA) 93
4.3. Scale validation using confirmatory factor analysis (CFA) 94
4.3.1. CFA results of multidimensional scales 94
4.3.2. CFA results of unidimensional scales 101
4.3.3. General CFA for all scales (critical model) 102
4.4. Testing the research model 104
4.4.1. Formal theoretical model testing 104
4.4.2. Testing the competitive model 107
4.4.3. Testing research hypotheses 109
4.5. Multi-group structure analysis 110
4.5.1. Testing for differences according to sociodemographic characteristics of tourists
................................................................ ................................................................ ................... 110
4.5.2. Testing for differences according to tourist trip characteristics 117
4.6. Discussion 124
4.6.1. Impact level of each factor in the model 124
4.6.2. Average value of each factor in model 130
CHAPTER 5: CONCLUSION AND POLICY IMPLICATIONS 132
5.1. Conclusion 132
5.2. Proposed policy implications 136
5.2.1. Implication 1: From the relationship between tourism motivation and destination image, it is necessary to analyze
Tourist segmentation for appropriate marketing strategy 137
5.2.2. Implication 2: From the relationship between travel motivation and destination choice, it is necessary to strengthen propaganda, advertising and tourism promotion 138
5.2.3. Implication 3: From the relationship between destination image and destination choice, it is necessary to improve destination image 139
5.2.4. Implication 4: From the relationship between tourism barriers and destination image that needs to be built
Building unique tourism products to increase destination competitiveness 145