After the Covid19 pandemic, domestic tourism in Vietnam is the most concerned with economic resilience. Our country would encourage inhabitants to part in Community based tourism (CBT) to develop longterm sustainable tourism. A successful CBT business relies heavily on market segmentation research. The results of market segmentation in CBT will partly assist tourism businesses in better understanding target markets to improve product development, marketing, and service delivery. In this survey, 311 Ho Chi Minh City respondents are segmented into five specific groups, which are the Indifferent, the CBTtravllers, the Experiencedoriented, the Adventurous and the Hyperactive based on Push and Pull motivations, by using the TwoStep Clustering method. Furthermore, there are demographic characteristics descriptions for each segment and based on those information, the author gave some suggestions for CBT managers to build appropriate marketing strategies for them. The research ends with the conclustion of five clusters, its managerial implications and the limitations of the study.
c VIETNAM NATIONAL UNIVERSITY HCMC UNIVERSITY OF TECHNOLOGY SCHOOL OF INDUSTRIAL MANAGEMENT BACHELOR THESIS MARKET SEGMENTATION HO CHI MINH CITY INHABITANTS BASED ON PUSH-PULL THEORY FOR VIETNAM COMMUNITY-BASED TOURISM CAO THỊ THANH NHÃ Ho Chi Minh City, 05/2022 No.: 22-CLC VIETNAM NATIONAL UNIVERSITY HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY SCHOOL OF INDUSTRIAL MANAGEMENT BACHELOR THESIS MARKET SEGMENTATION HO CHI MINH CITY INHABITANTS BASED ON PUSH-PULL THEORY FOR VIETNAM COMMUNITY-BASED TOURISM STUDENT :CAO THỊ THANH NHÃ STUDENT ID :1852178 INSTRUCTOR :MBA Bùi Huy Hải Bích NUMBER :No.22 – CLC Ho Chi Minh City, 05/2022 Vietnam National University HCMC UNIVERSITY OF TECHNOLOGY -Ref No : _/BKĐT SCHOOL OF INDUSTRIAL MANAGEMENT DEPARTMENT: Marketing and Management SOCIALIST REPUBLIC OF VIETNAM Independence – Freedom – Happiness - THESIS ASSIGNMENT STUDENT NAME: CAO THI THANH NHA STUDY SPECIALIZATION: INDUSTRIAL MANAGEMENT Student ID: 1852178 Title: MARKET SEGMENTATION HO CHI MINH CITY INHABITANTS BASED ON PUSH-PULL THEORY FOR VIETNAM COMMUNITY-BASED TOURISM Thesis assignment (requirements for content and data): Date of assignment: Date of completion: Supervisor’s full name: 1/ 2/ 3/ 17/01/2022 13/05/2022 Advised on: MBA Bui Huy Hai Bich The proposal is approved by the School/ Department … / / HEAD OF DEPARTMENT (Sign and write full name) FOR SCHOOL/ DEPARTMENT Approved by (initially examined by): Department : Date of defense: Total mark: Stored at: PRIMARY SUPERVISOR (Sign and write full name) ACKNOWLEDGEMENT First of all, I would like to express my sincere thanks to my supervisor Ms Bui Huy Hai Bich, MBA, who has always accompanied me and helped me the thesis research Thank you to the School of Industrial Management of Ho Chi Minh City of Technology for creating favourable conditions to have many opportunities to carry out research smoothly and promisingly to bring many good results Thank you to the experts, friends, respondents, and anybody else who assisted me in successfully completing my thesis The advancement of the thesis will not be possible without their assistance Finally, I would like to express my heartfelt gratitude to my parents, who have laid the groundwork for me to be the proper person for working and studying thus far, and who have supported me in completing the thesis process with various pieces of advice The following will be the details of the research paper that I have been gradually completing the intensive training conducted by the National University of the Ho Chi Minh City University of Technology In the limited time of the essay, there will inevitably be shortcomings I would like to receive suggestions from teachers and company mentors so that the essay can be improved and more complete with my knowledge and skills in the future Ho Chi Minh City, 2022 Cao Thị Thanh Nhã i ABSTRACT After the Covid-19 pandemic, domestic tourism in Vietnam is the most concerned with economic resilience Our country would encourage inhabitants to part in Communitybased tourism (CBT) to develop long-term sustainable tourism A successful CBT business relies heavily on market segmentation research The results of market segmentation in CBT will partly assist tourism businesses in better understanding target markets to improve product development, marketing, and service delivery In this survey, 311 Ho Chi Minh City respondents are segmented into five specific groups, which are the Indifferent, the CBT-travllers, the Experienced-oriented, the Adventurous and the Hyperactive based on Push and Pull motivations, by using the Two-Step Clustering method Furthermore, there are demographic characteristics descriptions for each segment and based on those information, the author gave some suggestions for CBT managers to build appropriate marketing strategies for them The research ends with the conclustion of five clusters, its managerial implications and the limitations of the study ii TABLE OF CONTENT Contents Page ACKNOWLEDGEMENT i ABSTRACT ii TABLE OF CONTENT iii TABLE OF TABLE vi TABLE OF FIGURE viii CHAPTER INTRODUCTION 1.1 RESEARCH BACKGROUND 1.2 RESEARCH OBJECTIVES 1.3 SCOPE OF THE RESEARCH 1.4 SIGNIFICANCE 1.5 STRUCTURE OF THE THESIS 1.6 Summary of Chapter CHAPTER LITERATURE REVIEW 2.1 FOUNDATIONAL THEORIES 2.2 STUDY CONCEPTS 2.2.1 Market Segmentation in Community – based tourism 2.2.2 Sustainable Tourism 2.2.3 Community - based tourism in Vietnam 2.3 PREVIOUS STUDIES 2.3.1 Customer segmentation for marinas: Evaluating marinas as destinations (Paker and Vural, 2015) 2.3.2 Market segmentation based on the environmentally responsible behaviors of community‐based tourists: Evidence from Taiwan's community‐based destinations (Lee and Jan, 2018) 11 2.3.3 Market Segmentation in the Decision Making Process in Tourism (Vinerean, 2014) 12 2.4 Summary of Chapter 13 CHAPTER METHODOLOGY 15 3.1 RESEARCH PROCESS 15 3.2 DATA COLLECTION 16 3.3 PRELIMINARY STUDY 17 3.4 PILOT STUDY 19 iii 3.5 MEASUREMENT SCALES 20 3.5.1 Questionnaires Design 20 3.5.2 Official measurement scales 21 3.6 SAMPLING METHOD 25 3.6.1 Sample size 25 3.6.2 Sample method 25 3.7 DATA ANALYSIS METHODOLOGY 26 3.7.1 Reliability analysis – Cronbach’s Alpha 26 3.7.2 Validity of the Questionnaire – Exploratory Factor Analysis (EFA) 26 3.7.3 Two-Step Clustering 27 3.7.4 One-way ANOVA 27 3.7.5 Chi-Square Test 27 3.8 Summary of Chapter 27 CHAPTER RESULTS AND DISCUSSIONS 29 4.1 DATA DESCRIPTION 29 4.1.1 Demographic 29 4.1.2 Other information 31 4.2 DATA ANALYSIS 32 4.2.1 Exploratory Factor Analysis For All Scales 33 4.2.2 The Reliability Analysis 36 4.2.3 Modified Factors 38 4.2.4 Two-Step Clustering 38 4.2.5 One-way ANOVA 42 4.2.6 Chi-Square Test 43 4.3 Summary of Chapter 47 CHAPTER CONCLUSION AND IMPLICATIONS 48 5.1 CONCLUSION 48 5.2 RECOMMENDATIONS 50 5.2.1 Indifferent tourists 50 5.2.2 The CBT-travellers cluster 50 5.2.3 The Experienced-oriented cluster 50 5.2.4 The Adventurous cluster 51 5.2.5 The Hyperactive tourists 51 iv 5.2.6 Service 51 5.2.7 Local culture 51 5.2.8 Tourism information source 51 5.3 LIMITATION 52 5.4 Summary of Chapter 52 REFERENCES 53 APPENDIX A: MEASUREMENT SCALES EXPLANATION AND COMMENTS FROM EXPERTS 59 APPENDIX B: QUANTITATIVE SURVEY(VIETNAMESE VERSION) 64 APPENDIX C: DATA ANALYSIS RESULTS 68 APPENDIX D: ONE-WAY ANOVA TEST 77 APPENDIX E: CHI-SQUARE TEST 79 v TABLE OF TABLE CHAPTER LITERATURE REVIEW Table Push And Pull Factors For Traveling To Marinas In Turkey Table 2 Socio-Demographic Variables From Taiwan’s Cbt 11 Table Tourism Sources Of Information 12 Table Summary Of Previous Studies 14 CHAPTER METHODOLOGY Table List Of In-Depth Interviewees 18 Table Item: Nature Scenery 20 Table 3 Variables For Market Segmentation 21 Table Official Measurement Scale 22 CHAPTER RESULTS AND DISCUSSION Table Education Level 30 Table Occupation 30 Table Monthly Income (Vnd) 31 Table 4 Tourism Information 31 Table Frequency Of Travelling (Before Covid-19) 32 Table Type Of Tourism That Respondents Usually Choose To Travel 32 Table Kmo And Bartlett's Test Of Pull Factors 34 Table Kmo And Bartlett's Test Of Push Factors 34 Table Rotated Component Matrix And Kmo & Bartlett’s Test Result Of Pull Factors (3rd Efa) 35 Table 10 Rotated Component Matrix And Kmo & Bartlett’s Test Result Of Push Factors (2nd Efa) 36 Table 11 Cronbach's Alpha Analysis 37 Table 12 One-Way Anova Test Results 43 Table 13 Gender Distribution 43 Table 14 Age Distribution 44 Table 15 Occupation Distribution 44 Table 16 Education Level Distribution 44 Table 17 Marriage Status Distribution 45 vi Appendix APPENDIX C: DATA ANALYSIS RESULTS A Exploratory Factor Analysis for Push and Pull variables in the first time (1) Pull Factors KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity 932 Approx Chi-Square 5478.421 df 378 Sig .000 Pattern Matrixa Pull Factors X5 833 X3 831 X2 787 X6 776 X27 718 X8 687 X4 648 X1 648 X26 627 X7 621 X28 471 X25 452 X9 444 322 392 318 X18 820 X16 809 68 Appendix X13 750 X24 671 X17 670 X12 654 329 X11 604 517 X14 549 X22 788 X23 786 X20 781 X19 727 X21 408 472 X15 468 X10 419 462 Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization a Rotation converged in iterations (2) Push Factors Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity 897 Approx Chi-Square 1588.004 df 55 Sig .000 Pattern Matrixa Push Factor Y36 838 Y35 747 69 Appendix Y37 746 Y38 723 Y34 706 Y33 493 Y32 424 355 Y39 339 319 Y29 911 Y30 907 Y31 421 Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization a Rotation converged in iterations B.Exploratory Factor Analysis for Pull variables in the second time (1) Pull Factors KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity 913 Approx Chi-Square 3908.681 df 210 Sig .000 Pattern Matrixa Pull Factors X5 838 X3 823 X2 785 70 Appendix X6 776 X4 695 X1 692 X8 677 X27 654 X7 610 X26 593 328 X16 832 X13 824 X18 816 X17 723 X12 702 X24 654 X14 610 X22 790 X20 746 X23 724 X19 719 71 Appendix (2) Push Factors C Exploratory Factor Analysis for Pull variables in the third time 72 Appendix D Frequencies of demographic variables Types_tourism Frequency Valid Ecotourism Cutural & Historical tourism Tourism resort Community-based tourism Total Percent Cumulative Percent Valid Percent 106 34.1 34.1 34.1 26 8.4 8.4 42.4 155 49.8 49.8 92.3 24 7.7 7.7 100.0 311 100.0 100.0 Frequency Frequency Valid Less than - times/year Percent Cumulative Percent Valid Percent 83 26.7 26.7 26.7 - times/year 130 41.8 41.8 68.5 - times/year 79 25.4 25.4 93.9 Above times/year 19 6.1 6.1 100.0 311 100.0 100.0 Total Gender Frequency Valid Percent Valid Percent Cumulative Percent Male 156 50.2 50.2 50.2 Female 155 49.8 49.8 100.0 Total 311 100.0 100.0 Age Frequency Valid Under 20 20 - 38 Percent Valid Percent Cumulative Percent 82 26.4 26.4 26.4 122 39.2 39.2 65.6 73 Appendix 39 - 53 63 20.3 20.3 85.9 Above 53 44 14.1 14.1 100.0 311 100.0 100.0 Total Education_Level Frequency Valid High School Diploma Percent Cumulative Percent Valid Percent 81 26.0 26.0 26.0 199 64.0 64.0 90.0 26 8.4 8.4 98.4 Other 1.6 1.6 100.0 Total 311 100.0 100.0 University/College Postgraduate Degree Marriage_Status Frequency Valid Unmarried Percent Valid Percent Cumulative Percent 185 59.5 59.5 59.5 12 3.9 3.9 63.4 Married and have children 114 36.6 36.6 100.0 Total 311 100.0 100.0 Married, no children 74 Appendix Occupation Frequency Valid Percent Valid Percent Cumulative Percent Pupil/Student 116 37.3 37.3 37.3 Office worker 75 24.1 24.1 61.4 Freelancer 57 18.3 18.3 79.7 Businessman 60 19.3 19.3 99.0 Retired 6 99.7 Teacher 3 100.0 311 100.0 100.0 Total Monthly_Income Frequency Valid Percent Valid Percent Cumulative Percent Under million VND 121 38.9 38.9 38.9 - 15 million VND 116 37.3 37.3 76.2 16 - 30 million VND 48 15.4 15.4 91.6 Above 30 million VND 26 8.4 8.4 100.0 311 100.0 100.0 Total 75 Appendix Tourism_Information Frequency Valid Percent Cumulative Percent Valid Percent Magazines, newspapers, radio, TV 47 15.1 15.1 15.1 Previous experience 77 24.8 24.8 39.9 Internet websites 54 17.4 17.4 57.2 Recommendations from friends and relatives 60 19.3 19.3 76.5 Social media 70 22.5 22.5 99.0 Travel agents 6 99.7 Tourism fairs 3 100.0 311 100.0 100.0 Total 76 Appendix APPENDIX D: ONE-WAY ANOVA TEST Descriptives N Service Error Mean Lower Upper Bound Bound 45730 07056 2.8019 3.0869 1.00 3.67 83 4.0790 45698 05016 3.9792 4.1788 2.22 5.00 64 4.3559 41251 05156 4.2529 4.4589 3.33 5.00 68 4.2663 46596 05651 4.1536 4.3791 3.11 5.00 54 4.7407 30601 04164 4.6572 4.8243 4.00 5.00 311 4.1386 67160 03808 4.0637 4.2136 1.00 5.00 42 2.3878 63832 09849 2.1888 2.5867 1.00 3.29 83 3.9191 42926 04712 3.8254 4.0128 2.86 5.00 64 3.0000 47958 05995 2.8802 3.1198 2.00 4.00 68 2.8613 68843 08348 2.6947 3.0280 1.57 4.29 54 4.5873 41037 05584 4.4753 4.6993 3.43 5.00 311 3.4079 91309 05178 3.3060 3.5098 1.00 5.00 42 3.1369 69887 10784 2.9191 3.3547 1.00 4.50 83 3.9518 43557 04781 3.8567 4.0469 2.50 5.00 64 3.0195 48857 06107 2.8975 3.1416 2.00 4.25 68 4.2684 46983 05698 4.1547 4.3821 3.25 5.00 54 4.7361 28902 03933 4.6572 4.8150 4.00 5.00 311 3.8553 78389 04445 3.7678 3.9428 1.00 5.00 42 3.2476 51855 08001 3.0860 3.4092 2.40 4.40 83 3.8506 48874 05365 3.7439 3.9573 1.60 4.80 64 3.8062 38868 04858 3.7092 3.9033 2.80 4.60 68 4.6412 27331 03314 4.5750 4.7073 4.00 5.00 54 4.7741 29854 04063 4.6926 4.8556 4.00 5.00 311 4.0932 66112 03749 4.0195 4.1670 1.60 5.00 42 2.2143 87054 13433 1.9430 2.4856 1.00 4.00 83 3.6928 53438 05866 3.5761 3.8095 1.50 4.50 64 2.8984 56470 07059 2.7574 3.0395 1.00 4.00 68 3.2132 92364 11201 2.9897 3.4368 1.00 5.00 54 4.4722 59413 08085 4.3101 4.6344 3.00 5.00 311 3.3601 97826 05547 3.2510 3.4693 1.00 5.00 Total Social Deviation 95% Confidence Interval for Minimum Maximum 2.9444 Total Adventure Std 42 Total Local_Culture Std Total Accessibility Mean Total 77 Appendix ANOVA Sum of Squares df Mean Square Between Groups 83.898 20.974 Within Groups 55.928 306 183 Total Between Groups Accessibility Within Groups Total Between Groups Local_Culture Within Groups Total Between Groups Adventure Within Groups Total Between Groups 139.826 171.475 86.984 258.459 120.652 69.837 190.489 85.638 49.858 135.496 146.222 310 306 310 306 310 306 310 Social Within Groups 150.443 306 Total 296.666 310 Service F Sig 114.757 000 42.869 284 150.807 000 30.163 228 132.162 000 21.409 163 131.398 000 36.556 74.354 000 492 Test of Homogeneity of Variances Levene Statistic df1 df2 Sig Service 1.742 306 141 Accessibility 8.798 306 000 Local_Culture 6.750 306 000 Adventure 5.563 306 000 11.067 306 000 Social 78 Appendix APPENDIX E: CHI-SQUARE TEST Case Processing Summary Cases Valid N TwoStep Cluster Number * Gender TwoStep Cluster Number * Age TwoStep Cluster Number * Education_Level TwoStep Cluster Number * Marriage_Status TwoStep Cluster Number * Occupation TwoStep Cluster Number * Monthly_Income TwoStep Cluster Number * Tourism_Information Missing Percent N Total Percent N Percent 311 100.0% 0.0% 311 100.0% 311 100.0% 0.0% 311 100.0% 311 100.0% 0.0% 311 100.0% 311 100.0% 0.0% 311 100.0% 311 100.0% 0.0% 311 100.0% 311 100.0% 0.0% 311 100.0% 311 100.0% 0.0% 311 100.0% Two-Step Cluster Number*Gender Crosstab Gender Male TwoStep Cluster Number Total Female 29 13 42 39 44 83 26 38 64 32 36 68 30 156 24 155 54 311 Total Chi-Square Tests Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases df a 9.545 9.717 675 311 79 Asymp Sig (2-sided) 4 049 045 411 Appendix Two-Step Cluster Number*Age Crosstab Age Under 20 TwoStep Cluster Number 20 - 38 Total 39 - 53 Above 53 12 17 42 29 30 14 10 83 20 20 14 10 64 15 30 14 68 82 30 122 63 44 54 311 Total Chi-Square Tests Value df a Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 26.592 24.694 093 311 Asymp Sig (2-sided) 12 12 009 016 760 Two-Step Cluster Number*Education Level Crosstab Education_Level Total High School University/College Postgraduate Diploma Degree TwoStep Cluster Number Other 16 24 42 18 56 83 25 36 64 17 46 68 5 81 37 199 10 26 54 311 Total Chi-Square Tests Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases df a 29.893 31.777 10.315 311 80 Asymp Sig (2-sided) 12 12 003 001 001 Appendix Two-Step Cluster Number*Marriage Status Crosstab Marriage_Status Unmarried TwoStep Cluster Number Married, no children Total Married and have children 23 18 42 54 24 83 33 28 64 44 22 68 31 185 12 22 114 54 311 Total Chi-Square Tests Value df a Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 6.955 7.039 009 311 Asymp Sig (2-sided) 8 542 532 926 Two-Step Cluster Number*Occupation Crosstab Occupation Pupil/Student TwoStep Cluster Number Total Office Freelancer Businessman Retired Teacher worker 14 12 0 42 39 11 19 14 0 83 25 10 16 12 64 25 24 13 68 18 116 14 73 11 58 10 61 54 311 Total Chi-Square Tests Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases df a 32.651 34.108 230 311 81 Asymp Sig (2-sided) 20 20 037 025 631 Appendix Two-Step Cluster Number*Monthly Income Crosstab Monthly_Income Total Under - 15 16 - 30 Above 30 million VND million VND million VND million VND TwoStep Cluster Number 11 16 11 42 38 25 12 83 27 26 64 28 25 11 68 17 121 24 116 48 26 54 311 Total Chi-Square Tests Value df a Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 11.439 11.443 328 311 Asymp Sig (2-sided) 12 12 492 491 567 Two-Step Cluster Number*Tourism Information Source Crosstab Tourism_Information Magazines, Previous Total Internet Recommendations Social Travel Tourism newspapers, experience websites from friends and radio, TV media agents fairs relatives 12 12 0 42 TwoStep 18 14 16 26 0 83 Cluster 10 17 13 12 11 64 Number 13 17 12 10 15 68 11 13 10 13 54 47 77 54 60 70 311 Total Chi-Square Tests Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 21.559a 21.851 562 311 82 df Asymp Sig (2-sided) 24 24 606 588 454 ... VIETNAM NATIONAL UNIVERSITY HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY SCHOOL OF INDUSTRIAL MANAGEMENT BACHELOR THESIS MARKET SEGMENTATION HO CHI MINH CITY INHABITANTS BASED ON PUSH- PULL THEORY. .. STUDY SPECIALIZATION: INDUSTRIAL MANAGEMENT Student ID: 1852178 Title: MARKET SEGMENTATION HO CHI MINH CITY INHABITANTS BASED ON PUSH- PULL THEORY FOR VIETNAM COMMUNITY -BASED TOURISM Thesis assignment... Introduction 1.3 SCOPE OF THE RESEARCH - Region: Ho Chi Minh City - Respondent: Ho Chi Minh City inhabitants who currently live in the city and have tourist experience Ho Chi Minh inhabitants