research proposal revitalizing urban green spaces investigating motivational factors for revisiting parks in ho chi minh city

Background and ContextHo Chi Minh City, a vibrant metropolis in Vietnam, is characterized by a dynamic urbanlandscape intertwined with lush green spaces – its parks.. The motivation for

FPT UNIVERSITYSCIENTIFIC RESEARCH IN THE FIELD OF MULTIMEDIA COMMUNICATION

Lê Duy Khang - SS181393

Lecturer: Ms Tạ Ngọc Linh

TABLE OF CONTENTS

I INTRODUCTION 3

1.1 Background and Context 3

1.2 Problem Statement 3

1.3 Research Questions 4

1.4 Relevance and Importance of the Research 5

II LITERATURE REVIEW 6

2.1 Theory of Planned Behaviour 6

2.2 Conceptual and Hypotheses Development 6

2.2.1 Push Factors and Pull Factors 7

Figure 2.1 Propose model 8

III RESEARCH DESIGN AND METHODS 8

3.1 Research design 8

3.2 Methods and Sources 8

3.2.1 Data Collection: 9

3.2.2 Specific Criteria 9

3 3 Sampling Method Selection: 9

3.3.1 Sample Size 9

IV FINDINGS 10

4.1 Descriptive data 10

V DISCUSSION AND IMPLICATIONS 22

5.1 Discussion and conclusion 22

5.2 Implications 22

VI REFERENCES 23

1.1 Background and Context

Ho Chi Minh City, a vibrant metropolis in Vietnam, is characterized by a dynamic urbanlandscape intertwined with lush green spaces – its parks The motivation for people to revisitthese parks is deeply rooted in various cultural, social, economic, and environmentalfactors.In the midst of rapid urbanization, the parks in Ho Chi Minh City act as essentialurban escapes These green sanctuaries provide residents with a refuge from the hectic pace

of city life, offering a serene environment to unwind and reconnect with nature Parks are notjust recreational spots; they serve as cultural and social hubs Numerous events, festivals, andcommunal gatherings are hosted, attracting people from different walks of life These culturalconnections create a sense of community, fostering a shared appreciation for the city's greenspaces The availability of diverse recreational opportunities plays a pivotal role Parks offerspaces for physical activities like jogging, cycling, and group exercises Families engage inpicnics, children play in designated areas, and friends gather for leisurely walks, contributing

to the varied appeal of these green enclaves Amid concerns of environmental degradation,the motivation to revisit parks aligns with a broader consciousness towards eco-friendlylifestyles Green spaces contribute to the city's ecological balance, acting as lungs for urbansprawl and promoting environmental sustainability The city's commitment to balanced urbandevelopment is evident in the strategic planning and maintenance of parks As integralcomponents of the urban fabric, parks enhance the overall quality of life, attracting residentsand visitors alike Accessibility, aesthetics, and facilities contribute to the city's economic andcultural vibrancy Some parks carry historical and cultural significance, contributing to theirallure Whether hosting monuments, statues, or reflecting architectural remnants, these spacesbecome repositories of the city's history, attracting individuals interested in exploring thecultural narrative embedded within the parks Beyond individual enjoyment, revisiting parksfosters community well-being Parks serve as inclusive spaces where people of all ages andbackgrounds can come together This communal aspect not only strengthens social bonds butalso contributes to the overall mental and physical health of the population

1.2 Problem Statement

Ho Chi Minh City, a bustling metropolis in Vietnam, is currently facing significantenvironmental challenges, particularly in terms of green spaces and air quality Despite

having approximately 405 parks and green areas, the density of greenery falls far below therecommended standards, raising concerns about the well-being of the community.Furthermore, the city grapples with high levels of air pollution, particularly concerningPM2.5 particles, which surpass the guidelines set by the World Health Organization (WHO).The gravity of the situation is emphasized by the recent report from IQAir, ranking both HoChi Minh City and Hanoi among the top 10 cities globally with alarming levels of airpollution The inadequate density of green spaces poses a critical issue for urban planners andenvironmentalists According to "Bao Xay Dung," the current density of greenery is less than1m2 per person, significantly below the standard recommendation of 15m2 per person Thisscarcity of green cover not only undermines the aesthetic appeal of the city but alsojeopardizes the health and well-being of its inhabitants Simultaneously, the high levels of airpollution, especially PM2.5, represent a pressing concern for public health The annualaverage of PM2.5 in both Ho Chi Minh City and Hanoi is double the WHO's recommendedlimit This places the residents at an increased risk of respiratory and cardiovascular diseases,

as well as other health issues such as diabetes and reproductive problems The situation callsfor a multifaceted and comprehensive approach to address these environmental challenges.First and foremost, there is an urgent need for strategic urban planning that prioritizes theexpansion and maintenance of green spaces This includes not only the creation of new parksbut also the revitalization of existing ones, ensuring that they serve as effective lungs for thecity Moreover, advanced technological measures should be employed to control and reducepollution from various sources, including transportation and industries Implementingsustainable and eco-friendly solutions can significantly contribute to mitigating the impact ofair pollution on public health Community awareness and involvement play a crucial role inthis endeavor Educating the public about the importance of preserving and protecting theenvironment is essential Community support is vital for the successful implementation ofenvironmental protection strategies and improving overall quality of life

In conclusion, the challenges faced by Ho Chi Minh City demand immediate and concertedefforts from government authorities, environmental organizations, businesses, and thecommunity By enhancing green spaces, implementing effective pollution control measures,and fostering community engagement, the city can embark on a sustainable path towards ahealthier and more livable urban environment It is imperative to act now to ensure a greenerand cleaner future for the residents of Ho Chi Minh City

1.3 Research Questions

This research paper is done using both qualitative and quantitative methods, it includes 1main question and 5 sub-questions:

● Main Research Question:

- What factors influence visitors' intention to revisit a park?

● Sub-questions:

- What is the relationship between the factors of the Theory of Planned Behavior (TPB)and the intention to revisit a park?

- What additional factors influence the intention to revisit a park?

- How can visitors be segmented based on their intention to revisit a park?

- What are the implications of segmenting visitors based on revisit intention for parkmarketing and development strategies?

- How can we attract visitors to revisit a park based on the research findings?

1.4 Relevance and Importance of the Research

Beneficiaries of the research encompass a wide spectrum of stakeholders, including parkmanagers, visitors, the tourism industry, researchers, local authorities, tourism businesses,and local communities

Park managers stand to gain a comprehensive understanding of the factors influencingvisitors' inclination to revisit the park, thereby enabling them to devise more effectivestrategies to attract and retain visitors By enhancing the quality of services and amenities,they can cater to visitors' needs more effectively, fostering a greater likelihood of return visitsand subsequently increasing revenue and profitability for the park

Visitors will benefit from an improved park experience and be empowered to make informeddecisions regarding revisiting the park This knowledge saves them time and money bystreamlining their search for tourist destinations and ensuring they can engage in activitiesaligned with their interests

The tourism industry stands to gain from increased tourist influx to the local area, with agreater likelihood of repeat visits contributing to sustained economic growth By creatingjobs and bolstering economic development, the research serves to enhance the local area'simage on the tourism map

Researchers will expand their understanding of tourist behavior and advance the application

of the Theory of Planned Behavior (TPB) to predict park revisitation intention By addressingthe current void in literature surrounding TPB's application to park revisitation, theycontribute to the advancement of knowledge in the field of tourism

Local authorities can leverage research findings to formulate effective tourism policies thatpromote local tourism development, thereby fostering economic growth and communitywell-being

Tourism businesses will be equipped to develop products and services tailored to visitors'needs, thereby attracting more tourists and enhancing their overall experience

Lastly, local communities benefit from tourism development, which not only improves livingstandards but also fosters environmental awareness, promotes economic prosperity, andstrengthens community cohesion.

II LITERATURE REVIEW 2.1 Theory of Planned Behaviour

The Hypothesis of Planned Behavior (TPB) is broadly utilized in investigating behavioralintentions (Handling, McDonald, & Louis, 2008) Concurring to this hypothesis, behaviors areaffected by three key components: state of mind, subjective standards, and seen behavioralcontrol Demeanor speaks to individuals' sentiments towards a particular behavior, formed bytheir convictions and assessments (Ajzen, 1985, 1991; Lam & Hsu, 2004) Within the setting

of tourism, traveler demeanor comprises cognitive, full of feeling, and behavioralcomponents, reflecting assessments, passionate responses, and verbal expressions ofdeliberate to visit a destination

This idea states that people's intentions explain why they are willing to engage in a particularbehavior (Ajzen, 1985, p 2009) The fundamental tenet of TPB is that people behaveaccording to their intentions, which are influenced by their attitude, perceived behavioralcontrol, and subjective norms (Ajzen, 1985, 1991; Lam & Hsu, 2004) People's attitudesreveal how they feel about engaging in a particular conduct It is the outcome of theimportant beliefs and assessments of the consequences (Ajzen & Fishbein, 1980; Han & Kim,2010) People consequently develop attitudes—positive or negative—about engaging in thisconduct (Bianchi et al., 2017) Three factors make up a traveler's attitude in the context oftourism: cognitive, affective, and behavioral The first is an assessment performed during thecreation of an attitude, while the behavioral part is a vocal declaration of intention to visit thatplace, and the affective component is a psychological reaction reflecting visitors' preferencefor a destination ( Lee, 2009)

2.2 Conceptual and Hypotheses Development

Subjective norms, the second determinant of behavioral intention, involve the socialelement.(Fishbein & Ajzen, 1980; Moutinho, Ballantyne, & Rate, 2011) It refers to theperceived social pressure on individuals to engage or abstain from a behavior and theirtendency to conform to this pressure Subjective norms are influenced by how individualsperceive others' views on the behavior and their motivation to comply with these beliefs andexpectations

Perceived behavioral control, the third predictor of intentions, focuses on individuals'perceptions of their capability to perform a behavior.(Ajzen, 1991) This belief includes theavailability of resources needed for the behavior, such as time and money, as well as one'sconfidence in executing the behavior When individuals have sufficient resources andopportunities, perceived behavioral control becomes a significant factor

Former studies in the tourism field have shown that attitude is a major predictor ofexcursionists behavioral intentions, impacting conduct like reconsidering a destination Also,private morals and perceived behavioral control appreciatively impact factual visit actions.Studies have demonstrated that an increase in favorable station, private norm, and perceivedbehavioral control leads to an advanced liability of reconsidering a destination The coreconstructs of the TPB model (attitude, private norm, and perceived behavioral control) havebeen set up to be appreciatively and significantly related to readdress intention Thus, the firstthree suppositions in this environment would be:

H1.Attitudetowardalocationhasanimportanteffectontourists’revisitintention

H2.Subjectivenormshaveanimportantinfluenceontourists’revisitintention

H3.Perceptionofbehavioralcontrolhasamajorimpactontourists’revisitintention

2.2.1 Push Factors and Pull Factors

Motivational principles Push-pull framework technique can be used to explain the behavior

of visitors The push-pull theoretical framework is a widely accepted theory that explainswhy visitors choose a certain destination over others, the experiences they hope to have, andthe kinds of activities they wish to engage in by Sameer Hosany (2014) When it comes todiscussing tourism behavior, the framework-based approach is both user-friendly and highlysuccessful

Travel motivation, as defined by Pearce (2011), constitutes a specific subset withinindividuals' motivations, encompassing a complex interplay of biological and cultural factorsinfluencing travel choices, behaviors, and experiences Various travel motivation theories,such as push-pull (Dann, 1977)

Push Factors: Intrinsic desires, like the need for rest, leisure, and spending time with family,drive individuals to travel These socio-psychological factors stem from within and can beinfluenced by psychological and physiological imbalances

Pull Factors: External attractions of a destination, such as accommodations, restaurants, andentertainment facilities, constitute pull factors While primarily destination-specific, thesefactors complement and activate push factors, influencing travel decisions

The push-pull motivations demonstrate a positive correlation leading to people revisitingparks in Ho Chi Minh City Despite these advancements, travel motivation remains a intricateand largely multifaceted issue, influenced by diverse individual needs, methodological

challenges, and cultural diversity, leading to a lack of consensus on a theoretical orconceptual model of motivation.

H4:Pushfactorhasanimportanteffectontourists’revisitintention

H5:Pullfactorhashasanimportanteffectontourists’revisitintention

Figure 2.1 Propose model

III RESEARCH DESIGN AND METHODS 3.1 Research design

The research will use a quantitative method The research will gain a comprehensive view ofvisitors' intention to return to the park, thereby proposing appropriate solutions to attractvisitors to return and improve the quality of park services

For this study, we utilized Google Forms for online surveys, supplemented by offline surveysconducted in the Ho Chi Minh City area The collected data underwent analysis using SPSSsoftware, employing various methods including scale reliability analysis (Cronbach's Alpha),exploratory factor analysis (EFA), Pearson Correlation Analysis, and regression analysis.Additionally, we designed a questionnaire using a Likert scale format that is clear, concise,and easy to comprehend, ensuring its reliability and validity Prior to full implementation, thequestionnaire underwent a pre-test with a small group to ensure its effectiveness.

The study focused on surveying local people or visitor in the Ho Chi Minh City area andother segment groups in Vietnam to make the sample more representative

3 3 Sampling Method Selection:

In this research, we use non-probability to collect the sample In particular, we usedconvenience and snowball sampling to collect and expand the survey

3.3.1 Sample Size

Comrey and Lee (1992) asserted that the number of participants should mirror theaccountability for the consequent outcomes, as illustrated in the provided chart

Table 3.1 Standard sample size

Due to time constraints and limitations in the sampling method, yet desiring optimal results,the authors decided to conduct a survey with 120 samples to ensure that the sample sizemeets the requirements and is deemed acceptable

Descriptive data

Collected 170 data through questionnaires, after cleaning, 48 valid votes remained Theauthor used SPSS software to perform descriptive statistics on sample structure to have anoverview of sample information This is shown through statistical data describing factorsincluding Age, gender, frequency of visit and occupancy, etc The results are shown in detail

in the table below:

Table 4.1 Age group

Frequency Percent

ValidPercent

CumulativePercent

Table 4.2 Gender

Frequency Percent

ValidPercent

CumulativePercent

CumulativePercent

time/week

1 time/month 38 31,1 31,1 100,0

In terms of frequency of revisit, the number of people who visit the park 1 time a week is 49,and people who visit the park more than 1 time have the lowest rate at 28,7% Finally, thenumber of visits one time per month was 31,1% with 38 people

Table 4.4 Occupancy

Frequency Percent

ValidPercent

CumulativePercent

Table 4.5 Cronbach's Alpha reliability test results of Push factor

CorrectedItem-TotalCorrelation

Cronbach'sAlpha if ItemDeleted

PHF4 11,525 3,888 ,628 ,838

According to the Corrected Item-Total Correlation column, all the test variables have valuesgreater than 0.4, proving that they are satisfactory and reliable The column "Cronbach'sAlpha if Item Deleted", if any item has a value greater than Cronbach's Alpha, the item isunreliable and may be disqualified However, in this case, all items have a value lower thanCronbach's Alpha, so no items need to be removed

CorrectedItem-TotalCorrelation

Cronbach'sAlpha if ItemDeleted

After running the analysis and removing variable PLF4, the Cronbach's alpha coefficient forthe pull factor met the study's criteria to proceed to the exploratory factor analysis (EFA)stage

Cronbach'sAlpha if ItemDeleted

CorrectedItem-TotalCorrelation

Cronbach'sAlpha if ItemDeleted