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VIETNAM ACADEMY OF SOCIAL SCIENCES GRADUATE ACADEMY OF SOCIAL SCIENCES HA THI KIM DUYEN PRODUCT VALUE CHAIN DEVELOPMENT TOURISM IN DAK LAK PROVINCE Majors : Business administration Code: 9.34.01.02 SUMMARY OF THE DOCTORAL THESIS OF BUSINESS ADMINISTRATION Ha Noi, 2022 THE THESIS IS COMPLETED AT GRADUATE ACADEMY OF SOCIAL SCIENCES Science instructor: Assoc Prof Ph.D Nguyen Trong Xuan Assoc Prof Ph.D Le Duc Niem Review 1: Assoc Prof Ph.D Pham Hong Long Review 2: Assoc Prof Ph.D Nguyen Thi Bich Loan Review 3: Assoc Prof Ph.D Tran Thi Lan Huong The thesis will be defended before the Academy-level Thesis Judging Committee meeting at Graduate Academy Of Social Sciences - Vietnam Academy Of Social Sciences on: hour minute, day month year 202 The thesis can be found at: - National Library - Library of Graduate Academy Of Social Sciences INTRODUCTION The urgency of the subject In the current development context, especially, when the tourism development strategy to 2020, vision to 2030 has been approved by the Prime Minister with the viewpoints focusing on developing tourism to become a spearhead economic sector Investing all resources to develop tourism is a very necessary job Tourism is an integrated economic sector that is interdisciplinary, inter-regional and socialized Service-based tourism products include many intangible and tangible elements that have many distinctive characteristics compared to other types of products and services, therefore, tourism investment and development also has its advantages characteristics different from other industries According to the Vietnam National Administration of Tourism, the results achieved in 2015 are the premise for the development of Vietnam's tourism industry in the coming years During the period 2010-2015, the average annual arrival of international visitors was higher than that in the 2006-2010 period (9.48% versus 8.95%) In 2015, the tourism industry welcomed over 7.94 million international visitors, an increase of 1.57 times compared to 2010 (5.05 million visitors); the number of domestic tourists in 2015 reached 57 million visitors, an increase of more than times compared to the previous year (2014 was 28 million visitors); total revenue from tourists reached VND 338 trillion, an increase of more than 3.5 times compared to VND 96 trillion in 2010 2015 is the year marking the birth of many international standard 4-5 star accommodation establishments, contributing to improving the competitiveness of Vietnam's tourism in the field of accommodation Currently, the whole country has 18,800 tourist accommodation establishments, with over 355,000 rooms, an increase of about 1.5 times compared to 2010 (12,352 accommodation establishments, with more than 237,000 rooms) Thus, the development of the tourism industry has been rapid in both quantity and quality of tourism products and has contributed to economic restructuring, job creation, and increased income for workers In the overall picture of Vietnam's tourism, tourism in Dak Lak province is still quite modest with undeveloped infrastructure, although it is known by many domestic and foreign tourists with many wild natural scenes The history of mountains, lakes, beautiful and poetic waterfalls such as Lak Lake, Dray Sap waterfall, Day Nur waterfall, especially traditional cultural festivals such as Gong festival or Elephant race in Buon Don With the rich potential to create advantages for tourism development, Dak Lak province determines that it is necessary to gradually turn the tourism industry into a spearhead economic sector, making a positive contribution to speeding up economic development - provincial society On the basis of taking advantage of the available potential, combining with proper investment and the support and attention of the State, the tourism industry of Dak Lak province will be created the best conditions Departments, sectors, localities and units and enterprises of the province have made great efforts in organizing, building and implementing tourism activities, therefore, in 2015, tourism The province has made significant progress compared to previous years According to statistics, in the period 2010- 2015, tourists to Dak Lak increased by an average annual rate of 13.98% (up from 295 thousand arrivals to 560 thousand arrivals) In 2015, the number of international visitors was 54 thousand arrivals, an increase of more than 2.2 times compared to more than 24 thousand arrivals in 2010; the number of domestic tourists was 506,000 arrivals, an increase of more than 1.8 times compared to more than 270 thousand arrivals in 2014; tourism revenue reached 420 billion VND, increased more than times compared to 2010 (more than 199 billion VND) Tourism facilities of the province are upgraded both in terms of quantity and quality; Tourism continued to maintain a good growth rate However, the number of tourists to Dak Lak in recent years has increased slowly and unevenly, sometimes decreasing significantly In order to attract tourists, Dak Lak province first needs to have specific policies and strategies for tourism development, close cooperation between regional and domestic provinces, and support the development of tourism develop the socio-economic structure, increase the income of tourism human resources, create favorable conditions for tourists to come to Dak Lak Although there are advantages in tourism development, in recent years, the exploitation of those advantages to develop tourism in Dak Lak is still very limited One of the reasons is that the main actors in the tourism product value chain and the chain supporting actors such as transportation services, services at destinations, services at attractions, travel agencies, management State management, infrastructure still lacks close linkage and cooperation Tourists to Dak Lak not stay for a long time because the number of tourism products is small, the quality is not high and there is almost no formal connection to form the tourism product value chain that creates the total value tourism body of Dak Lak Therefore, the research and development of the tourism product value chain in Dak Lak province is very necessary and urgent The research aimed at stitching together the chain of tourism products, actors in the chain or supporting agents to improve the value of the entire chain will be an important stage in effectively exploiting the advantages of location and potential of the province for tourism development, many jobs will be created to help people reduce poverty, especially for ethnic minorities Developing the tourism product value chain in Dak Lak is also a sustainable solution to preserve and promote the national cultural identity, protect and manage natural resources in the study area From the above issues and the current situation of Dak Lak tourism industry, we choose the topic: "Development of tourism product value chain in Dak Lak province" to survey and evaluate tourism values existing and potential tourism product value chains to propose solutions to increase value or form new chains in tourism in Dak Lak province The study aims to clarify the theoretical and practical basis of tourism product value chain development in the global context and the knowledge economy From there, propose solutions to develop tourism in accordance with the context of tourism development in Dak Lak and orient the tourism of Dak Lak province the most effective steps The purpose and research tasks of the thesis 2.1 Research purpose of the thesis On the basis of clarifying theoretical and practical issues on the development of the tourism product value chain, assessing the current situation of development of the existing tourism product value chain and the potential for linkage in tourism to form the tourism product value chain new value chains, pointing out the factors affecting the development of the tourism product value chain in Dak Lak province, from which, proposing a solution system to develop the Dak Lak tourism product value chain 2.2 Research tasks of the thesis Systematize the theoretical basis for the development of the tourism product value chain, the factors affecting the development of tourism, the main actors and supporting agents participating in the tourism product value chain history, experience in developing tourism value chain development in some countries in the world and some regions and localities in the country and applicability in Dak Lak province; Analysis of the current tourism situation and value chain of tourism products in Dak Lak province; Analyzing the tourism product value chain in Dak Lak province from two angles: the development of tourism products and the connection forming a complete tourism product value chain; Determining the factors affecting the development of the tourism product value chain in Dak Lak province in the past period; Propose orientations and basic solutions to develop the value chain of tourism products in Dak Lak province in the coming time In order to achieve the above research objectives, the study must find answers to the following research questions: + What are the main actors and supporting agents involved in the value chain of tourism products in Dak Lak province? + What is the current map of the tourism product value chain in Dak Lak province? + What factors affect the development of tourism product chains in Dak Lak province? Overview of tourism industry in Dak Lak province Develop tourism product value chain in Dak Lak province Tourism product value chain model + Identify the actors involved + Actions and results of actors + Linkage status of actors Tourism service evaluation through model HOLSAT Analysis of factors affecting the value chain of tourism products in Dak Lak province Economic analysis of tourism product value chain Overall assessment of the value chain of tourism products in Dak Lak province Viewpoints, orientations and proposed solutions to develop the tourism product value chain in Dak Lak province Diagram 1.1 Analytical framework of the topic The object and scope of the study of the thesis 3.1 Research subjects The object of the research is the development of the value chain of tourism products in Dak Lak province 3.2 Research scope Spatial range The topic aims to introduce an overview of tourism in Dak Lak province, therefore, the topic studies the development of the value chain of tourism products in Dak Lak province Time range Research on value chain of tourism products in Dak Lak in the period 2016 2020 The data used in the study was collected in the year 2019 - 2020 Thesis research method 4.1 Choose a research point The research focuses on the scope of Dak Lak province Criteria for choosing the points is that there is a diversity of types of tourism and the number of tourists accounts for over 80% of the total number of tourists 4.2 The method of data collection Secondary data and information Basic information and figures Sampling method In the study of factors affecting the development of the tourism product value chain, with the number of observed variables of 95 variables, the research sample size used is 470 observations, ensuring the sample size according to the criteria Hair et al [51] In this study, the author distributed 900 questionnaires, and collected 855 valid questionnaires, of which: 326 tourists; 289 employees and managers of the tourism business; 240 managers from various departments In the study of tourism services in Dak Lak province through the HOLSAT model, with 35 attributes both positive and negative, the research sample size used was 175 observations, ensuring the condition of sample size according to Hair et al [51] The author distributed 230 questionnaires to tourists and obtained 224 valid questionnaires.Data processing methods 4.3 Methods of data analysis 4.4.1 Economic Statistical Methods 4.4.2 Methods of regression analysis 4.4.2.1 Test the reliability of Cronbach's Alpha scale 4.4.2.2 Exploratory factor analysis (EFA) 4.4.2.3 Confirmatory factor analysis (CFA) 4.4.2.4 Structural Model Analysis (SEM) The SEM structural model tests the relationships in the research model Check the suitability of the SEM structural model according to the same criteria in confirmatory factor analysis (CFA) We will exclude from the model in turn (P.value > 0.05) if any concept is not statistically significant at 95% confidence level 4.4.3 Analytical method HOLSAT HOLSAT (holiday satisfaction) is a model given on the basis of SERVQUAL models and the "expectation-confirmation" model [61] Both positive and negative attributes are used in HOLSAT Positive attributes are characteristics that convey good impressions of the tourist destination, while negative attributes, on the contrary, convey negative impressions about the tourist destination Thus, it is possible to define a tourist destination with a combination of both types of attributes New scientific contributions of the thesis The thesis approaches the value chain of tourism products in Dak Lak province from the perspective of state management, majoring in Business Administration This is a new approach to Tourism Product Value Chain Development in Dak Lak Province compared to the approaches of published research works Specific contributions of the thesis: Firstly, the thesis clearly analyzes the factors affecting the development of tourism product value chain in Dak Lak province; indicate the direction and goals of tourism development in Dak Lak in the coming time Secondly, Analyze and clarify the current situation of developing tourism product value chains and potential linkages in tourism to form new value chains in Dak Lak province from 2016 to 2020 Assessment the problems achieved, the limitations and the causes of the limitations Thirdly, the thesis provides a system of suitable solutions to develop the value chain of tourism products in Dak Lak province Theoretical and practical significance of the thesis The thesis provides theoretical and practical basis for Dak Lak province in researching and planning tourism development policies in the province in the current context The thesis can be used as a reference for the research and teaching of scientific subjects on Commerce and Business Administration, Commerce - Tourism Services; provide scientific evidence and practical experience for businesses operating in tourism in Dak Lak province Thesis structure In addition to the introduction, conclusion, list of references, the thesis content is structured in chapters, including: Chapter 1: Research overview; Chapter 2: Theoretical basis for tourism product value chain development; Chapter 3: Current status of tourism product value chain development in Dak Lak province; Chapter 4: Solutions to develop tourism product value chain in Dak Lak province Chapter RESEARCH OVERVIEW 1.1 Overview of the international researches The development of tourism product value chains, especially in developed and developing countries towards sustainable economic development, is a big topic and has received much attention from international scholars in recent decades In the research "Tourism and Development in the Developing World", tourism is considered an important factor in socio-economic development, especially in less developed countries The study “Performance measurement in tourism: a value chain model” shows that the tourism industry includes many different objects and tourism needs are met by the joint efforts of these objects The research “Tourism value chains revisited and applied to rural well-being tourism” provides a critical review of the concepts of tourism value chain According to the study “Value Chain Mapping of Tourism in Ladakh”, the global tourism industry has developed as a major force for economic growth and development in many developing countries around the world The study “Tourism Value Chain Governance: Review and Prospects” provides different aspects of tourism product value chain management, namely policy, destination management and marketing, integration of distribution channels, and sustainability of the tourism product value chain is considered The research “Tourism and Development: Concepts and Issues” explores and challenges the relationships between tourism and development, establishing linkages of concepts between the disjointed disciplines of tourism and development research The study “Application of Electronic Tourism in Developing Countries: Tools for Empowering Consumers and Small Service Providers in Tourism Value Chain” examines the extent of use of Internet technologies, free and open source softwares in the Tanzanian tourism system, which is the representative of a number of developing countries The research "Pro-poor analysis of the Rwandan tourism value chain: An emerging picture and some strategic approaches for enhancing poverty impacts" has outlined the value chain of tourism products and the incomes achieved for the poor through different links in the value chain "Impact alysis of e-tourism in Bhutan", this study has shown the factors involved in the value chain of traditional tourism products, including: Tourists, travel agents, service providers, tour and destination operator The research “Sustainable Tourism Chains: Connecting small-scale enterprises in Costa Rica to the Dutch tourism market” details the development of a sustainable trip to Costa Rica 1.2 Overview of the local researches The developing tourism products has received attention, direction and favorable conditions from the government, departments, boards and branches since 1992 Since then, there have been many articles written by the researchers have been published in many journals Each article deals with some specific aspects of the tourism industry and the tourism product value chain A number of researches on tourism development have been published in books The articles of these authors refer to the scientific basis of tourism, the basic issues of tourism management and development, and lessons learned about tourism Research on value chains and tourism product value chains is also very diverse The studies present the current situation of value chain development in a general way by product, thereby, proposing views, orientations and solutions suitable for each research object The study "Comparing the incomes of subjects in the rural tourism value chain in Cu Lao Thoi Son, Tien Giang province" has identified the subjects involved in the tourism product value chain, including: The garden house; Local travel agency; and travel agency outside the region The research "Building a tourism value chain in Khanh Hoa city" has given the main directions and solutions to build and develop the tourism value chain, in which, focusing on solutions to improve tourism demand, prolonging travel time, exploiting value in the functions of transportation, accommodation, entertainment and shopping, organizing the planning and development of street food stalls, attracting investment, protect and restore tourism resources and the environment, and invest in the construction of transport infrastructure The study "Development of ecotourism in Can Tho city" has identified the factors affecting the quality of ecotourism products and quantified the influence of each factor on the quality of tourism products, from there, propose some solutions to develop Can Tho ecotourism The study "Upgrading the tourism value chain in Bac Lieu Province in association with the orientation of industry linkages and regional linkages" presents the theoretical basis for the tourism value chain, the role of industry linkages and regional linkages in tourism development, characteristics of Bac Lieu's tourism economy, thereby making tourism development policies associated with the orientation of industry linkages and regional linkages in order to upgrade the tourism value chain of Bac Lieu province 1.3 Research direction in the thesis Through studying the researches and articles of local and international scholars, it CHAPTER 2: SOME THEORETICAL ISSUES ABOUT TOURISM PRODUCT VALUE CHAIN DEVELOPMENT 2.1 Travel commentary 2.1.1 Tourism concept and tourism products 2.1.2 Types of tourism 2.1.3 Tourism development 2.2 Theory of the value chain 2.2.1 Theory of value chains 2.2.2 Theory of the tourism product value chain Table 2.1 Theoretical basis for building tourism product value chain Agent Travel business Tourist accommodation establishment Food facilities Attractions Theoretical basis GTZ (2007), Viborg Andersen, Kim & Zinner Henriksen, Helle (2006), SNV (2006) GTZ (2007), Viborg Andersen, Kim & Zinner Henriksen, Helle (2006), SNV (2006), Alec Hansen (2012) GTZ (2007), Viborg Andersen, Kim & Zinner Henriksen, Helle (2006), SNV (2006), Alec Hansen (2012) Viborg Andersen, Kim & Zinner Henriksen, Helle (2006), Alec Hansen (2012) Kiran Rajashekariah, Pankaj Chandan, (2013) GTZ (2007), SNV (2006) Micheal Porter (1985) Faustin Kamuzora (2010), Micheal Porter (1985) Local community Products and services Human resources Information technology and telecommunications State management of GTZ (2007), Kaplinsky, R., Mike Morris (2001), Haiyan Song, Jingyan Liu and Gezhi Chen tourism (2013) Industry Links Richard Sharpley and David J Telfer (2014), Kaplinsky, R., Mike Morris (2001) Source: Author compiles 2.3 Content of the tourism product value chain 11 2.3.1 2.3.2 2.3.3 2.3.4 2.4 chain Mapping the value chain of tourism products Economic analysis of the value chain Governance and upgrade the value chain Economic links in the value chain Factors affecting the development of the tourism product value Map 2.4 The research model proposes factors affecting the value chain of tourism products 12 CHAPTER 3: THE SITUATION OF DEVELOPMENT OF TOURISM PRODUCTS VALUE CHAIN IN DAK LAK PROVINCE 3.1 Overview of Dak Lak Province tourism 3.1.1 Socio-economic situation in Dak Lak province 3.1.2 Natural tourism resources 3.1.2.1 Topography, climate 3.1.2.2 Flora and fauna 3.1.3 Humanistic tourism resources 3.2 Situation of value chain of tourism products in Dak Lak province 3.2.1 Map of value chain of tourism products in Dak Lak province Figure 3.1 Map of tourism product value chain in Dak Lak province 3.2.1.1 Analysis of tourism market structure in Dak Lak province 3.2.1.2 Analysis of Agents directly participating in the value chain of tourism products in Dak Lak province - Transport service agent Service agent at the destination 13 Tourist attraction agent Tourist consulting agent 3.2.3.2 Analysis of factors supporting the value chain of tourism products in Dak Lak province Human resource management agent Products and services management agent Information technology and telecommunications agent 3.2.1.4 Analysis of environmental factors in the value chain of tourism products in Dak Lak province State management of tourism Factors linking the State and the private sector 3.2.2 Economic analysis of tourism product value chain in Dak Lak province 3.2.3 Management and upgrading of tourism product value chain in Dak Lak province 3.2.4 Economic links in the value chain of tourism products in Dak Lak province 3.3 Analysis of factors affecting the development of the tourism product value chain in Dak Lak province 3.3.1 The results of testing the reliability of the scales by Cronbach's alpha 3.3.2 Exploratory factor analysis (EFA) 3.3.2.1 Exploratory factor analysis (EFA) of macro factors affecting the value chain of tourism products 3.3.2.2 Exploratory factor analysis (EFA) of macro factors affecting the value chain of tourism products 3.3.3 Confirmatory factor analysis (CFA) 3.3.3.1 Confirmatory factor analysis (CFA) of macro factors affecting the value chain of tourism products 3.3.3.2 Confirmatory factor analysis (CFA) of macro factors affecting the value chain of tourism products 14 3.3.4 Analysis of SEM structural model of factors affecting the value chain of tourism products in Dak Lak province 3.3.4.1 Analysis of macro factors affecting the value chain of tourism products in Dak Lak province Figure 3.3 SEM model of macro factors affecting tourism product value chain Table 3.32 Regression results of macro factors affecting the value chain of tourism products in Dak Lak province Estimate TV VC CO TQ MS TV VC CO TQ MS < < < < < < < < < < - CSHT CSHT CSHT CSHT CSHT TN TN TN TN TN 15 S.E ,087 ,038 ,028 ,036 ,020 ,087 ,034 ,057 ,249 ,027 C.R ,059 ,060 ,040 ,059 ,054 ,072 ,058 ,049 ,078 ,066 1.475 7.288 -,695 -,095 -,362 -,091 -,584 1.162 3.184 -,415 P ,040 ,000 ,007 ,025 ,717 ,027 ,559 ,245 ,001 ,678 Estimate S.E ,052 ,108 ,082 ,062 ,051 ,090 ,018 ,075 ,142 ,051 ,024 ,047 ,029 ,167 ,017 ,017 ,118 ,003 ,102 ,006 C.R ,073 ,059 ,049 ,074 ,067 ,115 ,110 ,077 ,115 ,107 ,069 ,054 ,046 ,072 ,064 ,033 ,036 ,025 ,031 ,036 P ,002 ,069 ,098 ,000 ,445 ,033 ,097 ,031 ,000 ,048 ,043 ,002 ,021 ,020 ,793 ,004 ,012 ,904 ,000 ,872 TV < CT ,719 VC < CT 1.817 CO < CT 1.657 TQ < CT ,836 MS < CT ,764 TV < VH ,785 VC < VH 3.811 CO < VH ,972 TQ < VH 1.235 MS < VH 1.410 TV < KT 1.794 VC < KT ,875 CO < KT ,641 TQ < KT 2.336 MS < KT ,263 MS < HN ,518 TQ < HN ,508 CO < HN ,121 VC < HN 3.293 TV < HN ,162 Source: Analysis from survey results 3.3.4.2 Analysis of micro-factors affecting the value chain of tourism products in Dak Lak province Figure 3.4 SEM model of macro factors affecting tourism product value chain 16 Table 3.33 Regression results of micro factors affecting the value chain of tourism products in Dak Lak province Estimate S.E C.R TV < -TT ,243 ,116 2.098 VC < -TT ,212 ,125 1.693 CO < -TT ,101 ,096 3.146 TQ < -TT ,176 ,166 ,459 MS < -TT ,071 ,107 ,668 TV < -LK ,170 ,078 8.600 VC < -LK ,026 ,078 5.466 CO < -LK ,072 ,050 3.419 TQ < -LK ,203 ,127 1.591 MS < -LK ,112 ,060 1.870 TV < -NL ,012 ,094 1.935 VC < -NL ,047 ,099 1.492 CO < -NL ,018 ,068 ,272 TQ < -NL ,122 ,134 ,910 MS < -NL ,015 ,084 ,765 TV < -KH ,031 ,104 1.452 VC < -KH ,096 ,111 1.590 CO < -KH ,073 ,076 1.235 TQ < -KH ,119 ,128 ,151 MS < -KH ,058 ,095 ,404 MS < -CSVC ,027 ,024 1.112 TQ < -CSVC ,019 ,025 ,772 CO < -CSVC ,097 ,011 ,576 VC < -CSVC ,102 ,017 ,112 TV < -CSVC ,018 ,017 1.099 Source: Analysis from survey results 3.4 Evaluation of tourism services in Dak Lak province through HOLSAT model 17 P ,000 ,090 ,002 ,016 ,004 ,000 ,000 ,000 ,112 ,061 ,003 ,000 ,001 ,000 ,014 ,006 ,000 ,217 ,000 ,016 ,266 ,004 ,000 ,000 ,272 3.4.1 3.4.2 Descriptive statistics for samples Analysis of the HOLSAT model 18 ... tourism product value chain, I conducted the research "Development of the tourism product value chain in Dak Lak province" The current situation of tourism development and tourism product value... Lak tourism industry, we choose the topic: "Development of tourism product value chain in Dak Lak province" to survey and evaluate tourism values existing and potential tourism product value chains... tourism product value chain, assessing the current situation of development of the existing tourism product value chain and the potential for linkage in tourism to form the tourism product value