Topic research on tourism trends of vietnamese people after the COVID 19 pandemic in hanoi survey research

HANOI METROPOLITAN UNIVERSITY FACULTY OF FOREIGN LANGUAGES RESEARCH METHODS IN APPLIED LINGUISTICS END OF COURSE ASSIGNMENT Topic: Research on tourism trends of Vietnamese people after the COVID-19 pandemic in Hanoi: Survey Research Student’s name : Nguyễn Thị Nhật Linh Student’s code : 219601126 Class : 30ENG036_NNAD2019_2 Course instructor : Pham Lan Anh, Phd Hanoi, 12th May 2022 HANOI METROPOLITAN UNIVERSITY FACULTY OF FOREIGN LANGUAGES RESEARCH METHODS IN APPLIED LINGUISTICS END OF COURSE ASSIGNMENT Topic: Research on tourism trends of Vietnamese people after the COVID-19 pandemic in Hanoi: Survey Research Student’s name : Nguyễn Thị Nhật Linh Student’s code : 219601126 Class : 30ENG036_NNAD2019_2 Course instructor : Pham Lan Anh, Phd Hanoi, 12th May 2022 ĐÁNH GIÁ CỦA GIẢNG VIÊN Viết đề cương nghiên cứu Tiêu chí Nội dung Điểm Introduction (2 points) Rationale Aims/Objectives Research questions Literature Review (3 points) Theoretical framework Review of previous studies Methodology (3 points) Context of the study Research procedure Tools for collecting data Document analysis Questionnaire? / Interview? Expert consultation? References (0.5) Appendices (0.5) Language of presentation (1) Tổng điểm Giảng viên: Phạm Lan Anh TABLE OF CONTENTS INTRODUCTION Rationale Aim/Objectives/Research questions 2.1 Aim of the study  2.2 Objectives of the study  2.3 Research questions Scope of the study LITERATURE REVIEW THEORETICAL FRAMEWORK Table 1: Review the key issues on the topic under study Table 2: Review previous studies on the topic under study 13 METHODOLOGY 15 3.1 Research context  15 3.2 Research design  15 3.3 Participants   15 3.4 Data collection instruments  15 3.5 Data collection procedures  16 3.6 Data analysis  16 REFERENCES (APA 6TH) 17 APPENDICES 19 INTRODUCTION Rationale Tourism plays a vital role in promoting Vietnam’s economy The extensive investment and constant rapid development of infrastructure and transport networks are an aim at bringing more accessibility to major attractions in the country Vietnam has a long history of influences from the Chinese and the French, and its unique cultural traditions are still maintained Together with the stunning landscape and breathtaking sceneries, these factors attract over 10 million visitors annually with revenues estimated to be at USD 3.7 billion, according to Vietnam’s Ministry of Culture, Sports and Tourism However, the current tourism development is being affected by the COVID-19 pandemic, which has profoundly affected the development of global tourism and Vietnam's tourism, especially directly affecting the behavior of tourists, and tourists' travel decisions, putting the entire tourism industry in a position of constant change to adapt and meet tourism needs in the new situation With the desire to attract more visitors and recover the economy after the Covid 19 pandemic Therefore, it is necessary to investigate to understand travel consumption behavior In particular, tourist motivation affects tourism demand or the number of tourist arrivals to tourist destinations, so further research on tourism motivation is needed (Rickly, 2019) The Covid-19 pandemic has created a global tourism crisis; all parties are working together to accelerate the transformation of tourism adapted to current conditions From the reasons mentioned above, I decided to conduct a survey with the title “Research on tourism trends of Vietnamese people after the COVID-19 pandemic in Hanoi” It has an in-depth understanding of customers to meet the requirements for entrepreneurs to change the way they business The tourism industry can use the information on the research results related to motivation and the types of tourists who will travel after the pandemic in planning tourism activities and developing policies to help attract more tourists who have been stopped from their tourism activities Aim/Objectives/Research questions 2.1 Aim of the study  This study aims to grasp of tourism trends of Vietnamese people after the COVID-19 pandemic in Ha Noi In order to traders can refer to the above information to develop a plan, restoring the tourism economy after the pandemic, and attracts many domestic tourists 2.2 Objectives of the study  This study aims to indentify the behavior of tourists and the tourist motivations after the Covid-19 pandemic Specifically, it investigates the types, the frequency and the effectiveness of tourism trends 2.3 Research questions This research will be carried out with the overarching question of "What is the current popular travel trend of Vietnamese people after the COVID-19 pandemic?" This overarching question can be divided into sub-questions as follows: - How travel motivations and preferences affect tourism trends? Why is travel trends so important to the tourism industry? Renovating tourism trends in the tourism industry: How can Vietnam accelerate the recovery? Scope of the study The study focuses on the following contents: - Analyze travel trends based on the consumer behavior of tourists and classify tourists The classification of tourists is divided into categories: Organized mass tourists, independent mass tourist, Explorer, and Drifter Analyze the expression of consumer behavior of tourists in aspects: preferences, tourism motivation The study will be conducted on 100 Vietnamese people living in Hanoi and having financial ability LITERATURE REVIEW THEORETICAL FRAMEWORK Table 1: Review the key issues on the topic under study Topic/subtopic Author IDEAS (paraphrase/summarize/quote) Theme (Year) Summarize Tourism Classification Grzywacz & Zeglen (2016) Different types of tourists will affect tourism planning variations, seeking tourist information from external sources, destinations, duration of tours, and travel processes before making travel-related decisions Buhalis & In the era of Sinarta (2019) connectivity, online social contact has become a new habit for tourists and has a significant influence on behavior and experience Fan, Buhalis, Tourist typology & Lin (2019) needs to be identified based on online and face-to-face social contact to formulate effective marketing strategies for various segments Harry Tourist classification Coccossis & is often the subject of Mary research by tourism Constantoglou researchers Research (2006) on tourist classification aims to create tourist groups or destinations that have similar characteristics It is hoped that it can help related to the problem Paraphrase Quote Tourism Motivation Maslow (1970) Crompton (1979) Bieger and Laesser (2014) Li and Zhang (2013) Simkova and Holzner (2014) Hill (1965) of tourism demand and supply It is important in the tourism decisionmaking process and policy formulation Not only in tourism but in other areas of research, motivations are usually based on Maslow’s theory of the hierarchy of needs The “who”, “when”, “where” and “how much” are quite easy to determine; a much greater challenge is presented by the question “why” Motivation has always received a great deal of attention from tourism academics, given its importance in marketing decisions such as segmentation, product development, advertising and positioning individuals’ travel patterns are closely related to psychological patterns, which can be used to examine the factors that motivate people to travel He explored vacationers’ motives as a response to psychosomatic exhaustion They seek to replenish and restore their sense of wellbeing, as well as explore new ways to enrich, regenerate and recharge their lives Crompton (1979) Later defined motivations as only one of many contributing factors that inspire individuals to travel to different places and experience new things (Um & Crompton, 1992) Pitana & The motivation of a Gayatri (2005) person to travel and tourism activities is divided into four groups Dwisaputra & Physical or Achnes (2017) physiological motivation is physical or physiological motivation, for relaxation, health, comfort, participating in sports activities, recreation Relaxation is physical and mental rest so that the body becomes more relaxed, comfortable Vuuren & This motivation Slabbert purely comes (2011) from within a person's body who needs to feel relaxed, relaxes tense muscles from working or studying hard, refreshes a stressed mind, so it is feared that it will affect physical and psychological health if not done This description is similar to several research results that examined the motivation of tourists to travel: relaxation motivation, enriching and learning experiences, participation in recreational activities, increasing personal values, and social experiences Chen, Shahvali, & Petrick (2014) Social motivation or interpersonal motivation is the desire to socialize, meet other people to talk about new things, visit friends and family, meet partners, things that are considered to be proud of themselves with what is achieved or an honor Another point is the need to learn about the country and travel for social interaction, interacting with local people who can offer tourists learning experiences Tourism activities undertaken to positively influence life satisfaction, even for a short trip (two days or less), can Tourist Typologies make body relaxation and recovery from work stress Dwisaputra & Cultural motivation is Achnes (2017) the desire to know the culture, customs, traditions, and other regional arts, including those of interest to cultural heritage objects The rules that apply to a community, so that members of the community can adjust their actions to the behavior they make, which makes tourists have the experience of following the rules and increasing the values of life Fantasy motivation is a wish that exists in the mind of a person who wants to get away from the monotonous routine of daily life and is associated with psychological gratification It can be called status and prestige motivation, which is related to a person's desire to be appreciated, respected, and admired to fulfill personal ambition Cohen (1972) Four different types based on individual preferences for novelty or familiarity with tourist destinations: Organized mass tourists The type of tourist who buys a tour package from a trusted travel agent only follows the travel agent's flow as planned by the travel agent Familiarity level with a high but minimal level of novelty Independent mass tourist The type of tourist who buys a package tour but the tour is not fully planned, the tourist has some control over his travel time and plans and is not tied to a group However, all major arrangements are still made through travel agencies The itinerary is not much different from the travel agent's plan The familiarity level is still dominant but has a greater experience level of novelty Explorer These types of tourists arrange their own trips, different from travel plans in general, but still pay attention to comfortable and safe accommodation, transportation and other tourist facilities Trying to blend with a new environment at the tourist destination but retain some of the basic routines and comforts of the original way of life These tourists are concerned about the risks involved if they become involved without paying attention to their basic needs Drifter This type of tourist is very different from other tourists who want a unique tour, visit a place that is not a favorite tourist destination, try to blend in with a new environment, live in the way of the people in the places they visit They not have a fixed schedule and clear travel destination The level of novelty is very high, but the level of familiarity is absent Table 2: Review previous studies on the topic under study Author (Year) Topic of Participants Methods research/ Purpose Scott A Cohen, Consumer Articles Research Girish Prayag & behaviour in Miguel Moital tourism: (2013) Concepts, influences and opportunities Anish Yousaf, Insha Amin & Jose Antonio C Santos (2018) Tourists’ motivations to travel Young tourist Research Findings The key features and useful values of theories that were most frequently tested in the context of tourism, as well as those that include concepts relevant to the behavior of consumers in the context of tourism Their analysis of youth tourism centred on the hierarchy of A theoretical perspective on the Existing literature Dewi Ayu Kusumaningrum, Suci Sandi Wachyuni (2020) The shifting trends in travelling after the COVID-19 pandemic Millenial tourists Survey Research needs and confirmed its validity as an explanation of the most important youth travellers’ motivations To plan tourism activities and develop policies in the new normal era METHODOLOGY 3.1 Research context  This study will focus on data collected from people living in Hanoi Because people living in cities will have better financial capacity than people living in rural areas Besides, it becomes easier to collect research data from people living in the same area Covid 19 has had a strong travel impact This is most evident in the period when Vietnamese people have to social distance People have to stay at home for a long time From there, tourism entertainment activities were also strongly affected because of the closure The COVID-19 pandemic is still evolving very complicatedly, people have implemented very well infection prevention methods and gradually formed a new lifestyle: From shopping spending, eating habits, health care Especially, limiting contact in crowded places has also become a great habit for everyone after the Covid 19 pandemic Therefore, changing and shaping tourism trends is an imperative element to help businesses change to suit the current time and restore the economy 3.2 Research design  Survey research is defined as "the collection of information from a sample of individuals through their responses to questions" (Check & Schutt, 2012, p 160) This type of research allows for a variety of methods to recruit participants, collect data, and utilize various methods of instrumentation Survey research is often used to describe and explore human behavior, surveys are therefore frequently used in social and psychological research (Singleton & Straits, 2009) Survey research is a useful and legitimate approach to research that has clear benefits in helping to describe and explore variables and constructs of interest Moreover, online survey research is one of the most popular survey research methods today The cost involved in online survey research is extremely minimal, and the responses gathered are highly accurate Therefore, survey research is chosen as the best design to use in the study Therefore, survey research is chosen as the best design to use in the study.  A survey design will be used in this study to collect data and identify types of tourism trends A qualitative method will be used to investigate the behavior and motivations of tourists From there, it is possible to identify the latest trends for reference traders The data will be collected from an online questionnaire (Google Form) containing statements that are rated on a 5-point Likert scale ranging from strongly disagree to strongly agree and multiple choices Data were analyzed using descriptive statistics, i.e., distribution of frequency, percentage, and average value The sample was 100 Vietnamese respondents, and all data were valid to be analyzed in the study 3.3 Participants   The study will be conducted on 100 Vietnamese people living in Hanoi and having financial ability 3.4 Data collection instruments  The data of this study will be collected through questionnaires The survey questionnaire is a collection of mutiple choices and five-point Likert scale questions The questionnaire is divided into three parts: the profile of respondents, the tourist classification, and travel motivation Respondent profiles include gender, age, educational and occupational background, and several closed questions rela tourism interests after the pandemic The second part regarding the classification of tourists, which consists of statements, refers to Cohen's theory The third part is about motivation described in several statements, which refers to and Gayatri's theory The results will then be analyzed in simple quantitative terms, i.e the distribution of frequent percentage, and average value Specifically: The first questions are mainly related to the participants’ personal background such as age, gender, relationship status, education background and occupation Questions to 11 designed based on the theoretical framework, ask about the types, frequency, and the effectiveness of behavior, motivation of tourists 3.5 Data collection procedures  The data collection process will be conducted on Facebook, collecting interactions from friends, relatives and referrals from friends of friends The research period will last for one month or until there are 100 Vietnamese respondents 3.6 Data analysis  The data used in this study will be analyzed quantitatively Data will be analyzed using descriptive statistics i.e., the distribution of frequency, percentage, and average value This process will be collected directly from Google Forms from which to draw conclusions REFERENCES (APA 6TH) Anish Yousaf, Insha Amin & Jose Antonio C Santos (2018), “Tourists’ motivations to travel: A theoretical perspective on the Existing literature”, https://thm.fthm.hr/images/issues/vol24no1/08_Yousaf_Amin_Santos.pdf Bieger, T., & Laesser, C (2002) Market segmentation by motivation: The case of Switzerland Journal of Travel Research, 41, 68–76 Buhalis, D., & Sinarta, Y (2019) Real-Time Co-Creation and Nowness Service: Lessons from Tourism and Hospitality Journal of Travel & Tourism Marketing, 36(5), 563–582 Coccossis, H., & Constantoglou, M (2006) The use of typologies in tourism planning: problems and conflicts Volos: Econstor 46th Congress of the European Regional Science Association (ERSA) Enlargement, Southern Europe and the Mediterranean Volos: econstor Chen, C., Shahvali, M., Petrick, J (2014) Tourism Experiences as a Stress Reliever Journal of Travel Research, 55 (2), 150-160 https://doi.org/ 10.1177/0047287514546223 Cohen, E (1972) Toward a Sociology of International Tourism Political Economics, 39(1), 164-182 Retrieved from http://www.jstor.org/stable/40970087 Cohen, E (1972), “Who is a Tourist? A Conceptual Clarification”, Sociological Review, Vol 22, No 4, pp.527-555 doi: 10.1111/j.1467-954X.1974.tb00507.x Crompton, J.L (1979), “Motivations for Pleasure Vacation”, Annals of Tourism Research, Vol 6, No 10 Dewi Ayu Kusumaningrum, Suci Sandi Wachyuni (2020), “The shifting trends in travelling after the COVID-19 pandemic”, International Journal of Tourism & Hospitality Reviews, DOI: 10.18510/ijthr.2020.724 11 Dwisaputra, M., & Achnes, S (2017) Motivasi Pengunjung ke Kota Wisata Bukittinggi Sumatera Barat Jurnal Online Mahasiswa Fakultas Ilmu Sosial Dan Ilmu Politik Universitas Riau OM FISIP, 4(2), 1-13 12 Fan, D X F., Buhalis, D., & Lin, B (2019) A tourist typology of online and faceto-face social contact: Destination immersion and tourism encapsulation/ decapsulation Annals of Tourism Research, 78(102757) https://doi.org/10.1016/j.annals.2019.102757 13 Grzywacz, R., & Zeglen, P (2016) Typology of tourists and their satisfaction level Scientific Review of Physical Culture, 6(1), 5-16 14 Harry Coccossis & Mary Constantoglou (2006), "The Use of Typologies in Tourism Planning: Problems and Conflicts, ERSA conference papers ersa06p712, European Regional Science Association 15 Hills, J M M (1965), The Holiday: A Study of Social and Psychological Aspects with Special Reference to Ireland, The Tavistock Institute of Human Relations, London 16 Li, M & Cai, A.L (2013), “A sub cultural analysis of tourism motivations”, Journal of Hospitality & Tourism Research, Vol 40, No 1, pp 85-113 17 Maslow, A.H (1943), “A Theory of Human Motivation”, Psychological Review, Vol 50, pp 370-396 18 Pitana, I G., & Gayatri, P G (2005) Sosiologi Pariwisata Yogyakarta: Andi Offset 19 Scott A Cohen, Girish Prayag & Miguel Moital (2014) Consumer behaviour in tourism: Concepts, influences and opportunities, Current Issues in Tourism, 17:10, 872-909, DOI:10.1080/13683500.2013.850064 20 Simková, E & Jindrich, H (2014), “Motivation of Tourism Participants”, Social and Behavioral Sciences, Vol 159, pp 660 -664 doi.org/10.1016/j.sbspro.2014.12.455 21 Vuuren, C., & Slabbert, E (2011) Travel Motivations and Behaviour of Tourists To A South African Book of Proceedings Vol I - International Conference on Tourism & Management Studies - ALGARVE 2011, 295-304 Algarve APPENDICES Part 1: Personal Background 1) Gender? (Male/Female/Unknown) 2) Age? o o o o 17-20 years old 21-30 years old 31-40 years old >40 years old 3) Relationship status o Single o In a relationship o Married 4) Occupation o o o o o o Student Private Employee Government Employee Entrepreneur Lecturer Others Part 2: Intention to travel 5) I have planned a trip after Pandemic: Yes/Maybe/No 6) Destination preferences: Domestic/Overseas /Domestic and Overseas 7) Type of destinations: o o o o o Nature Tourism Culinary Tourism Culture Tourism Religious Tourism Others 8) Length of the trip that has been planned o 1-4 days o 5-7 days o >7 days Part 3: Tourists’ Typology Identification 9) After the Pandemic is over, I want to travel where I have never been before (1) Strongly disagree; (2) Disagree; (3) Neither agree nor disagree; (4) Agree; (5) Strongly agree 10) I prefer travelling alone or with just a few friends (1) Strongly disagree; (2) Disagree; (3) Neither agree nor disagree; (4) Agree; (5) Strongly agree 11) After the Pandemic is over, I want to plan and create my travel itinerary (1) Strongly disagree; (2) Disagree; (3) Neither agree nor disagree; (4) Agree; (5) Strongly agree 12) After the Pandemic is over, I want to travel and interact with the environment and local people (1) Strongly disagree; (2) Disagree; (3) Neither agree nor disagree; (4) Agree; (5) Strongly agree 13) After the Pandemic is over, I would like to travel using a travel agent (1) Strongly disagree; (2) Disagree; (3) Neither agree nor disagree; (4) Agree; (5) Strongly agree 14) After the Pandemic is over, I would like to visit a well-known tourist destination (1) Strongly disagree; (2) Disagree; (3) Neither agree nor disagree; (4) Agree; (5) Strongly agree 15) After the Pandemic is over, I want all my trips to be organized by travel agents and tour guides (1) Strongly disagree; (2) Disagree; (3) Neither agree nor disagree; (4) Agree; (5) Strongly agree 16) After the Pandemic is over, I only want to visit popular destinations (1) Strongly disagree; (2) Disagree; (3) Neither agree nor disagree; (4) Agree; (5) Strongly agree Drifter ✓ After the Pandemic is over, I want to travel where I have never been before ✓ I prefer travelling alone or with just a few friends 3.5 Explorer ✓ After the Pandemic is over, I want to plan and create my travel itinerary ✓ After the Pandemic is over, I want to travel and interact with the environment and local people Individual mass tourist ✓ After the Pandemic is over, I would like to travel using a travel agent ✓ After the Pandemic is over, I would like to visit a well-known tourist destination Organized mass tourist ✓ After the Pandemic is over, I want all my trips to be organized by travel agents and tour guides ✓ After the Pandemic is over, I only want to visit popular destinations Part 4: Travelling Motivation After Pandemic 17) I will travel after the Covid-19 Pandemic because I want to relax my body and mind (1) Strongly disagree; (2) Disagree; (3) Neither agree nor disagree; (4) Agree; (5) Strongly agree 18) I will travel after the Covid-19 Pandemic because I want to know the local culture (1) Strongly disagree; (2) Disagree; (3) Neither agree nor disagree; (4) Agree; (5) Strongly agree 19) I will travel after the Covid-19 Pandemic to meet new relatives, friends or friends (1) Strongly disagree; (2) Disagree; (3) Neither agree nor disagree; (4) Agree; (5) Strongly agree 20) I will travel after the Covid-19 Pandemic to fulfil my need for self-recognition (1) Strongly disagree; (2) Disagree; (3) Neither agree nor disagree; (4) Agree; (5) Strongly agree 21) I will travel after the Covid-19 Pandemic to find new things that are different from usual (1) Strongly disagree; (2) Disagree; (3) Neither agree nor disagree; (4) Agree; (5) Strongly agree Physical on physiological motivation ✓ I will travel after the Covid-19 Pandemic because I want to relax my body and mind Cultural motivation ✓ I will travel after the Covid-19 Pandemic because I want to know the local culture Interpersonal motivation ✓ I will travel after the Covid-19 Pandemic to meet new relatives, friends Social motivation ✓ I will travel after the Covid-19 Pandemic to fulfil my need for selfrecognition Fantasy motivation ✓ I will travel after the Covid-19 Pandemic to find new things that are different from usual ... transformation of tourism adapted to current conditions From the reasons mentioned above, I decided to conduct a survey with the title ? ?Research on tourism trends of Vietnamese people after the COVID- 19. .. constructs of interest Moreover, online survey research is one of the most popular survey research methods today The cost involved in online survey research is extremely minimal, and the responses... the context of tourism, as well as those that include concepts relevant to the behavior of consumers in the context of tourism Their analysis of youth tourism centred on the hierarchy of A theoretical