Tóm tắt luận Án ncs phạm xuân sơn (tiếng anh) nghiên cứu các nhân tố Ảnh hưởng Đến quyết Định lựa chọn Điểm Đến của khách quốc tế trường hợp tại Điểm Đến di sản văn hóa thế giới hội an

MINISTRY OF EDUCATION AND TRAINING DUY TAN UNIVERSITY PHAM XUAN SON INVESTIGATING THE FACTORS INFLUENCING INTERNATIONAL TOURISTS' DESTINATION CHOICE: CASE STUDY OF HOI AN, A UNESCO WOR

MINISTRY OF EDUCATION AND TRAINING

DUY TAN UNIVERSITY

PHAM XUAN SON

INVESTIGATING THE FACTORS INFLUENCING INTERNATIONAL TOURISTS' DESTINATION CHOICE: CASE STUDY OF HOI AN, A UNESCO WORLD HERITAGE

THE DOCTORAL DISSERTATION COMPLETED AT

DUY TAN UNIVERSITY

The dissertation can be found at:

- National Library of Vietnam

- Library of Duy Tan University

INTRODUCTION

1 The relevance of the topic

Destination choice is an important research topic that has garnered significant attention from many researchers in recent decades (Woodside & Lysonski, 1989; Um & Crompton, 1990; Sirakaya & Woodside, 2005; Dolnicar & Huybers, 2007; Chen & Wu, 2009; Prayag, 2011; Mutinda & Mayaka, 2012) 'Destination choice can be conceptualized as the process by which tourists select a destination from a set of alternatives' (Huybers, 2004)

Hoi An is a tourist city and an ideal destination for both international and domestic travelers Hoi An is renowned for its Ancient Town, which was designated a UNESCO World Heritage site on December

4, 1999, and the Cu Lao Cham Biosphere Reserve, recognized by UNESCO on May 29, 2009 In 2018, Hoi An welcomed over 5 million visitors, a 53.6% increase compared to 2017, with international tourists making up 74.8% of the total In 2019, the number of visitors

to Hoi An reached 5.35 million, an increase of nearly 6% from 2018 Hoi An has continued to receive prestigious international awards, such

as 'The Most Amazing City in the World,' 'Top Cultural City Destination in Asia 2019,' and 'Most Charming City in the World.' From 2020 to 2022, due to the impact of the COVID-19 pandemic, visitor numbers significantly declined, reaching only 7-15% of the

2019 levels However:

- There are numerous theories on intention and behavioral making (actual behavior) worldwide, and these theories have been applied to empirical research in the field of tourism However, in Vietnam, there have been no studies on the factors influencing

decision-international tourists' destination choice, particularly at the UNESCO World Heritage site of Hoi An

- There is a lack of empirical research assessing the applicability of theoretical models of destination choice behavior in the context of the UNESCO World Heritage site of Hoi An, among other aspects;

- Hoi An has not fully leveraged its status as a World Heritage destination to attract tourists The number of international visitors to Hoi An remains low compared to destinations in Thailand and Malaysia

- The variety and quality of tourism products and amenities are still limited, and many tourism services are affected by seasonal fluctuations;

- Until now, research in Vietnam has not adequately addressed the role

of tourism product factors, destination image, and risk perception on destination choice intentions, especially in the post-COVID-19 era

For these reasons, the researcher has chosen the topic 'Investigating the Factors Influencing International Tourists' Destination Choice: Case Study of Hoi An, a UNESCO World Heritage Site' for the

doctoral dissertation

2 Research objectives

The general objective of the dissertation is to investigate the factors affecting and the extent of their impact on tourists' behavior through the mediation of their intention to choose Hoi An, a UNESCO World Heritage site, as a travel destination

3 Research questions

- What factors (structures) influence tourist behavior through the mediator of destination choice intention of international tourists in Hoi An?

- What are the direction and extent of the influence of the factors on tourist behavior through the mediator of destination choice intention

of international tourists at the Hoi An World Cultural Heritage Site?

- What are the direct and indirect relationships between the factors in the research model? Which factors play a mediating role between the factors in the model and the destination choice intention of international tourists to Hoi An? In the research model, which factors have the strongest impact on the destination choice decision of international tourists to Hoi An?

-What is the predictive power of the research model?

-Are there gender differences in the destination choice decision of international tourists to Hoi An? Are there national differences among tourists regarding the destination choice decision for Hoi An?

-What policy implications and management recommendations need to

be proposed to attract international tourists, generate new revenue and employment, enhance destination competitiveness, and contribute to the local economic restructuring?

4 Research subjects

The dissertation's central focus is on the factors influencing tourist behavior, mediated by international tourists' destination choice intention – A case study of Hoi An, a World Cultural Heritage Site

5 Research scope

The dissertation focuses exclusively on international tourists visiting Hoi An and is conducted in two phases: preliminary research and formal research A direct survey of international tourists visiting Hoi

An was carried out from August to December 2022, following Vietnam’s decision to reopen to visitors

6 Research methodology

The primary research method of the dissertation employs a methods approach, divided into qualitative and quantitative research These studies were conducted at the Hoi An World Cultural Heritage Site

mixed-7 New contributions of the dissertation

*Theoretical contributions:

First, the dissertation identified a research gap regarding the

destination choice decisions of international tourists and the factors influencing behavior decisions in previous studies

Second, based on both domestic and international research, the

dissertation proposed a research model built on the Theory of Planned Behavior (TPB), integrating two new factors: e-WoM (Electronic Word of Mouth) and Perceived Risk The model includes seven factors: e-WoM, Attitude, Social Influence, Perceived Behavioral Control, Perceived Risk, Destination Choice Intention, and Destination Choice Decision

Third, the methodological contribution lies in the simultaneous use of

qualitative (in-depth interviews with tourists and experts) and quantitative (PLS-SEM method) approaches

Fourth, the dissertation adds to the body of research on destination

choice decisions of international tourists, specifically in the context of Hoi An, a World Cultural Heritage Site

*Practical contributions:

First, the dissertation conducted a survey of 411 international tourists

at the Hoi An destination, carrying out estimations and tests using SmartPLS 4 software

Second, it proposed recommendations and policy implications, as

well as management implications for tourism destination managers and businesses

Third, the study partially explains the differences between customer

groups in the destination choice decision for Hoi An, while also highlighting the differences in relationships when conducting multi-group analysis to test the variation based on sample characteristics

8 Structure of the dissertation

Chapter 1: Overview of the Research Problem

Chapter 2: Theoretical Framework and Research Model Chapter 3: Research Design

Chapter 4: Research Results on the Factors Influencing International Tourists' Destination Choice Decision: A Case Study of the Hoi An World Cultural Heritage Site

Chapter 5: Conclusion and Implications

CHAPTER 1 OVERVIEW OF THE RESEARCH PROBLEM

Overview of research issues, initially, the researcher synthesizes, analyzes, and evaluates the relevant research works both domestically and internationally to identify valuable materials related to the topic, serving as the theoretical basis for the research process

1.1 INTERNATIONAL STUDIES

1.1.1 Research by Jalilvand et al (2012)

1.1.2 Research by Lee et al (2007)

1.1.3 Research by Mason & Nassivera (2013)

1.1.4 Research by Seyidov & Adomaitiene (2016)

1.1.5 Research by Perera & Vlosky (2017)

1.1.6 Research by Mohaidin et al (2017)

1.1.7 Research by Makuzva W & Ntloko, Dr N J (2018) 1.1.8 Research by Wu (2009)

1.1.9 Research by Huang Yu-Chin (2009)

1.1.10 Research by Wang et al (2008)

1.1.11 Research by Gupta, A & Dogra, N (2017)

1.1.12 Research by Mohamed, H E & Abdelaal, F M (2021) 1.2 DOMESTIC STUDIES

1.2.1 Research by Viet, N B (2019)

1.2.2 Research by Hoàng Thị Thu Hương (2016)

1.2.3 Research by Nguyễn Xuân Hiệp (2016)

1.2.4 Research by Lê Quang Hùng (2017)

1.2.5 Research by Đặng Thị Thanh Loan (2016)

1.2.6 Research by Toan et al (2023)

1.2.7 Research by Hung, P N et al (2022)

1.3 RESEARCH GAPS

Through a comprehensive review of domestic and international literature, the researcher has identified the following theoretical gaps regarding tourists' destination choice decisions:

- First, there are few comprehensive studies on the factors

influencing destination choice intention and decision, with most focusing on one or a few individual groups of factors There has yet

to be a full integration of internal and external factors in research on tourism destination choice decisions;

- Second, there are not many studies that apply the PLS-SEM

structural model to simultaneously examine the multidirectional relationships between factors and the direct or indirect relationships between constructs, as well as the psychological mechanisms involved in decision-making Most research has applied regression

analysis models;

- Third, to date, there are very few studies on tourism destinations in

Vietnam, with none specifically addressing the World Cultural Heritage Site of Hoi An, particularly in the context of international

tourists ;

- Fourth, most studies in Vietnam have not fully considered or

evaluated the impact of components like e-WoM and perceived behavioral control on the key factors in the research model;

- Fifth, recent studies in Vietnam have not examined the influence of

perceived risk on the tourism sector when natural disasters, epidemics, or wars (such as the COVID-19 pandemic) occur

CHAPTER 2 THEORETICAL FRAMEWORK AND RESEARCH MODEL

2.1 BASIC CONCEPTS OF TOURISM AND TOURIST DESTINATIONS

2.1.1 Tourism and Tourists

2.2.2.3 Classical Buying Behavior Model

2.2.3 Characteristics of Consumer Behavior

2.2.4 Factors Influencing Consumer Behavior

2.3 THE RELATIONSHIP BETWEEN CONSUMER BEHAVIOR AND SERVICE USAGE DECISION

Examining the relationship between each component of the Consumer Behavior model (both personal and external factors) and the intention and decision to use services and travel in a specific location as follows:

2.3.1 Core Psychological Factors

2.4.2 Technology Acceptance Model (TAM)

2.4.3 Theory of Planned Behavior (TPB)

2.4.4 Diffusion of Innovations Theory (DIT)

2.4.5 Unified Theory of Acceptance and Use of Technology (UTAUT)

2.4.6 General Tourism Model

2.4.7 Attitude Component Model in Destination Choice

2.4.8 Theory of Factors Affecting Destination Choice Decisions of Chinese Tourists

2.5 DEVELOPMENT OF HYPOTHESES AND PROPOSED RESEARCH MODEL

2.5.1 Development of Hypotheses

2.5.2 Proposed Research Model

Figure 2.14 Proposed Research Model

CHAPTER 3 RESEARCH DESIGN 3.1 RESEARCH FRAMEWORK

3.2 CHOICE OF RESEARCH METHODS

3.2.1 Qualitative and Quantitative Methods

3.2.2 Research Process

3.3 DATA COLLECTION METHODS AND SAMPLING

3.3.1 Data Collection Methods

3.3.2 Sampling Methods and Research Area

3.3.3 Measurement Tool Design for the Model

Using SmartPLS 4 software, the issues related to the analysis method and the steps for data analysis are as follows:

3.3.3.1 Theoretical Basis of CB-SEM and PLS-SEM Models

3.3.3.2 Data Analysis Process Using PLS-SEM

3.4 CONSTRUCTING MEASUREMENT SCALES

3.4.1 Tourism Products (TP)

Table 3.3 e-WoM Scale

No Measurement scales Symbol Resource

e-WoM

By using new information channels

(internet, mobile channels, chat, social

networks) and devices (televisions,

tablets, smartphones…, I can find useful

information for my intention and

decision-making regarding destination

choice

WoM1

e-Kanwel

et al (2019); Murray (1991); Jalilvand (2012)e-WoM allows an individual to provide

feedback to many others through blogs,

emails, or discussion board posts, with

WoM2

e-No Measurement scales Symbol Resource

high reliability for choosing a travel

destination

e-WoM serves as a popular channel for

me to seek information and make

decisions about my travel

WoM3

e-e-WoM is a useful tool for seeking

information to aid in tourists'

destination choice

WoM4

e-3.4.2 Attitude towards destination

Table 3.4 Attitude towards destination scale

No Measurement scales Symbol Resource

Attitude

International tourists want to visit

places that are safe, unpolluted, and

have beautiful scenery

ATTI1

Jalivand et

al (2012); Ajzen (1991); Lee et al (2007); Lam et al (2006)

Hoi An is a pleasant, friendly and

nostalgic tourist destination ATTI2

Hoi An has many ancient and

cultural heritages, visitors to Hoi An

feel safe, friendly and satisfied

ATTI3

I felt happy and comfortable and

wanted to stay for many days when

I came to Hoi An

ATTI4

Hoi An is the city that international

tourists feel the safest and most

comfortable with compared to other

destinations in the world

ATTI5

3.4.3 Social influence

Table 3.5: Social influence scale

No Measurement scales Symbol Resource

et al (2006); Cheng et al (2006); Nasri & Charfeddine, (2012); Yadav et al (2015)

Many famous people have visited

I was advised by my family to

travel to Hoi An and Vietnam SINF3

Many of my friends and

colleagues advised me to travel to

Hoi An

SINF4

3.4.4 Perceived behavioral control

Table 3.6 Perceived behavioral control scale

No Measurement scales Symbol Resource

Perceived

behavioral

control

I have a lot of information about

tourist destinations, including

Hoi An city

(1991); Cheng et al (2006); Nasri and Charfeddine (2012)

My income and easy savings can

ensure a long trip in Hoi An PBC2

I can arrange time to travel to

Hoi An for 3-5 days per year PBC3

I have enough health, money,

and time to travel to Hoi An PBC4

3.4.5 Risk perception

Table 3.7 Risk perception scale

Risk

perception

Hoi An is a clean city, free

from air pollution and water

pollution

PRISK1

Mitchell, (1999); Rodriguez – Torrico

et al (2017);

Hoi An city is well managed,

ensuring security and safety

for tourists

PRISK2

(Hoi An City has implemented

many effective measures to

prevent and control Covid-19,

protecting the health and lives

of tourists

PRISK3

Hoi An is a safe tourist

destination with low risk and

visitors can feel secure and

confident when traveling

PRISK4

3.4.6 Destination choice intention

Table 3.7 Destination choice intention scale

No Measurement scales Symbol Resource

Destination

choice

intention

I intend to choose Hoi An for

Cheng et al (2006); Yadav et al (2015); Rodriguez

I intend to visit tourist

destinations in Vietnam,

including Hoi An ancient town

BI2