The determinants of MICE tourism developement ih ho chi minh city how to grow MICE tourism in HCMC

RESEARCH PROJECT (BMBR5103) THE DETERMINANTS OF MICE TOURISM DEVELOPMENT IN HO CHI MINH CITY (How to grow the tourists in MICE tourism?) TUDENT’S FULL NAME : HUYNH THI DOAN THUY STUDENT ID : CGSVN00014959 INTAKE : LECTURER : DR NGUYEN PHAN BMBR5103 SEPTEMBER 2014 ABSTRACT……………………………………………………………………………… CHAPTER 1: INTRODUCTION ……………………………………………………….7 MICE TOURISM PURPOSE AND RESEARCH DIRECTION: ………………….….7 1.1 Research Objectives and the Scope of the Research:…………………………… …8 1.2 The scope: ………………………………………………………………………….… 1.3 Problem Questions: ……………………………………………………………….… 1.4 Limitation of the research: …………………………………………………….…… 1.5 Research significance: ……………………………………………………………… CHAPTER 2: LITERATURE REVIEW…………………………………………….… 2.1 Research definition of MICE tourism: ………………………………………… … 2.2 Related research: …………………………………………………………………… 10 2.3 Related Model in an analysis: ……………………………………………………… 11 2.4 General Information: …………………………………………………………… ….12 2.4.1 What are the benefits? ………………………………………………… …………14 2.4.2 General characteristics of MICE tourism: …………………………………… …14 2.4.2.1 Products MICE: ……………………………………………………………… ….15 2.4.2.2 Objects MICE tourists: ……………………………………………………… … 16 2.5 Over view of Ho Chi Minh ……………………………………………………… …18 2.6 Status of MICE tourism in Ho Chi Minh……………………………………… …19 2.6.1 Status of business networks serving tourists conference in Ho Chi Minh City today: ………………………………………………………………………………… ….19 2.6.2 Sources of tourism personnel City: …………………………………………… …29 2.6.2.1 Actual labor: ………………………………………………………………… ….29 2.6.4.2 Difficulties: ………………………………………………………………… … 31 CHAPTER 3: RESEARCH MODEL (Figure into the relationship between the factors affecting the growth of MICE tourism – the SATISFATION OF CUSTOMERS) ….32 CHAPTER 4: RESEARCH METHODOLOGY………………… ……………………34 4.1 Research Strategy: ……………………………………………….………………….34 4.2 Scale Construction: ……………………………………………….………………….38 4.2.1 The scale of the perception about the hotels reputation:…………………………39 4.2.2 The scale of the hotels facilities…………………………………………………………40 4.2.3 The scale of the perception about hospitality services: …………………………41 4.2.4 The perception of the human resource: …………………………….……………41 4.3 Summary: ………………………………………………………………………… 42 CHAPTER 5: THE ANALYSIS OF THE CUSTOMER ’SATISFACTION………42 5.1 Introduction: ……………………………………………………………………….43 5.2 Analyzing the relationship of the factors that influencing the satisfaction of the customers at the stars hotel: …………………………………………………………43 5.2.1 Mismatch between supplying MICE services and customers satisfaction………….…….44 5.2.2 Mismatch in reality and expectation…………………………………….……… 44 5.3 The satisfaction analysis at stars hotel: ………………………………… ………45 5.3.1 Age group from 21- 30: ………………………………………………… ……….45 5.3.2 Age group from 31- 40: ……………………………………………… ………….46 5.3.3 Age group over 40: …………………………………………………….………….47 5.4 Analysis of factors affecting customers satisfaction…………………….……… 47 5.4.1 Age group 21- 30………………………………………………………….……… 48 5.4.2 Age group 31- 40: ………………………………………………………………….49 5.4.3 Age group over 40: ……………………………………………………… ………50 5.5 The regression Analysis and assessment of the factors affecting satisfaction of customers:…………………………………………………………………………………50 CHAPTER 6: SOLUTIONS…………………………………………………………… 55 HOW TO DEVELOP MICE TOURISM IN HO CHI MINH CITY? 6.1 Forecast of international visitors to Ho Chi Minh City in 2020: …………………55 6.2 Forecast of demand for hotels in 2015: ……………………………………… ……56 6.3 Specific objectives from 2020: ………………………………………………………57 6.4 THE SOLUTIONS TO DEVELOP MICE TOURISM IN HO CHI MINH 2020: 60 6.4.1 Solution 1: new product development…………………………………………… 62 6.4.2 Solution 2: Improve infrastructure serving MICE ……………………………….62 6.4.3 Solution 3: Strengthen promotion…………………………………………………64 6.5 The suggestion to relevant departments and offices: ………………………………65 6.6 For the People's Committee of HCMC, the provincial departments and agencies concerned: …………………………………………………………………………………65 Chapter 7: CONCLUSION ………………………………………………………………66 Table 1_Tourism accommodation facilities in HCMC 2013 Table 2_Growth of international arrivals, businessmen to HCMC 2000 - 2009 Table 3_ Chart of International arrivals HCMC 2000 – 2009 Table 4_ Chart of Businessmen in HCMC compare to Vietnam (%) Table 5_MICE facilities in HCMC 2010 Table 6_ Statistic human resource for MICE tourism in HCMC 2009 Table 7_ The hotel’s survey result Table 8: The research study sample Table 9: The scale of the perception about the hotels reputation Table 10: The scale of the influent of hotel facilities Table 11: The scale of the perception about hospitality services Table 12: The scale of the human resources in hotel Table 13: The Important Factors – Age group 21 – 30 Table 14: The Important Factors- age group 31 – 40 Table 15: The Important Factors – age group 40 + Table 16: Reasons for dissatisfaction Age Group 21- 30 Table 17: Reasons for the customers choosing another MICE location – Age Group 21- 30 Table 18: Reasons for dissatisfaction – Age Group 31- 40 Table 19: Reasons for customers choosing the new MICE location – Age Group 31- 40 Table 20: Reasons for dissatisfaction – Age Group 40+ Table 21: Reasons for customers choosing the new MICE location – Age Group 40+ Table 22: Model Summary Table 23: ANOVA table Table 24: The Coefficient result Table 25_Estimate international arrivals HCMC to 2020 Table 26_Estimate the demand of MICE facilities -Figure 1: Respondent’s opinions on satisfaction of international customers and domestic customers Figure 2: The growth of MICE tourism depends on satisfaction of customers Figure 3: How customers satisfied when organizing MICE event in stars hotel Figure 4: Opinions on whether Figure 4: Opinions on whether international customers demand higher than domestic customers APPENDIX I: QUESTIONAIRE……………………………………………………………….72 APPENDIX II:……………………………………………………………………………………75 APPENDIX III: THE INTERVIEW QUESTIONS……………………………………………77 APPENDIX IV: THE ANALYSIS AND EVALUATION OF SCALE TO MEASURE OF THE PERCEPTION ABOUT THE COMPANY OF EMPLOYEE…… 78 APPENDIX V: THE ANALYSIS AND EVALUATION OF SCALE TO MEASURE OF THE PERCEPTION ABOUT THE HOTEL FACILITIES……………… 80 APPENDIX VI: THE ANALYSIS AND EVALUATION OF SCALE TO MEASURE OF THE PERCEPTION ABOUT THE HOTEL SERVICES……………………… 81 APPENDIX VII: THE ANALYSIS AND EVALUATION OF SCALE TO MEASURE THE PERCEPTION ABOUT THE HUMAN RESOURCES 83 ABSTRACT With the developing of economic and human resources, and realizing the importance of the tourism industry, Ho Chi Minh City is striving to become a destination for tourists Understanding the nature advantages and the strengths of local, Ho Chi Minh City determined spearhead development of the tourism sector to 2015 is the MICE tourism The purpose of this study was to determine the subject business situation, the advantages and disadvantages of the services for MICE tourism in Ho Chi Minh City Thereby, the author gives some suggestions and offers some solutions to improve operational efficiency of the business unit for Ho Chi Minh City in the near future, including: To explore the academic literature related to the MICE industry development To analyze the opportunities and profits of MICE tourism market To research hotel business of MICE tourism in Ho Chi Minh City To analyze hotel business of MICE tourism in Ho Chi Minh City Thereby, propose some solutions to improve the business efficiency of MICE tourism in Ho Chi Minh City The researchers is foreseeing to adopt an experimental methodology so that to find out the practical solution of MICE tourism in Ho Chi Minh City The following research tools will be used: Survey tools Field-study tools The target populations in this study are the customers staying in Ho Chi Minh City; the target population being the group from which the researcher aims to access a sample from Based on the dimensions identified from the study, components of a decision-making model in MICE tourism market investments can then be defined Dimensions were grouped together from MICE events that share common characteristics and then ranked in terms of their importance on the case study firm Based on the key dimensions of MICE tourism market in Ho Chi Minh City, an investment project addressing key dimensions of MICE tourism market were developed Elements of a decision-making model for the project were then identified based on their relevancy to the investment needs These dimensions as well as the elements of a decision-making model will then be utilized to develop a frame of reference for valuing MICE tourism market investments in Ho Chi Minh City CHAPTER 1: INTRODUCTION MICE TOURISM PURPOSE AND RESEARCH DIRECTION: With the advantages of geographical position, natural resources and travel Humanities, Vietnam's people friendly and hospitable, from 1995 to now, Vietnam tourism growth are strong International visitors to Vietnam increased by an average of 11% / year, domestic tourists increased by an average of 10% / year International cooperation and tourism market expanding, Vietnam has signed bilateral cooperation agreements and commitments with international organizations on the development of tourism Facilities also growing in both quantity and quality, to meet the needs of visitors to welcome Vietnam Moreover, according to the World Tourism Organization, in the future, as infrastructure development, the Vietnamese will increasingly improve the quality and competitiveness of tourism, particularly MICE tourism Ho Chi Minh City is no exception With the continuous development of economic and human resources, and perceived importance of the tourism industry, Ho Chi Minh City is striving to become an ideal destination for tourists Understand the advantages of natural and local strengths, identify City spearheaded development of the tourism sector between now and 2015 is the MICE tourism However, due to objective reality and initial development, practice, Ho Chi Minh City has been largely exploited tourist meetings, seminars and conferences should be within the scope of this article is solely secondary studies in tourism and would like to travel for short conference Questionnaires and surveys: In this topic, the questionnaire survey to investigate tourists (80% is the object MICE answer to Ho Chi Minh City and 20% of the City organization MICE) travel preferences , spending tourists, quality of service, quality of human resources the questionnaire was designed mainly closed questions, not too hard, are arranged from easy to difficult, question contents make respondents said the most honest answer Time to investigate the direct questionnaire asked each person must not exceed minutes Expert opinion: To find solutions for tourism development conference for Ho Chi Minh City is an area not simple, is related to socio-economic sectors So during the planning and implementation of promotion plans are required referendum reputable experts in the fields concerned, most experts with experience in organized tourism conference or MICE 1.1 Research Objectives and the Scope of the Research: Main objective: The purpose of this study was to determine the subject business situation, the advantages and disadvantages of the services for MICE tourism in Ho Chi Minh City Thereby, the author gives some suggestions and offers some solutions to improve operational efficiency of the business unit for Ho Chi Minh City’s management team in the near future Specific objective:  To explore the academic literature related to the MICE industry development  To analyze the opportunities and profits of MICE tourism market  To research hotel business of MICE tourism in Ho Chi Minh City  To analyze hotel business of MICE tourism in Ho Chi Minh City  Thereby, propose some solutions to improve the business efficiency of MICE tourism in Ho Chi Minh City 1.2 The scope: The researches only focus on the MICE tourism business of Ho Chi Minh City and propose some solutions to improve the business efficiency of MICE tourism in Ho Chi Minh City 1.3 Problem Questions: - What are the Characteristic of MICE Tourism? - How can the Ho Chi Minh City improve and develop the effectiveness for the MICE Tourism? - How can we satisfy the demand of customers and develop the revenue of MICE tourism? 1.4 Limitation of the research: 1.4.1 Limitation of space: the research does at Ho Chi Minh City 1.4.2 Limitation of time: the research does from June 2014 to August 2014 1.5 Research significance: In globalization, are facing many opportunities and challenges These challenges also require enterprises, especially hotels must innovation, improve self-image to be able to stand in hospitality market Recognizing this importance, Ho Chi Minh City has continuously build and upgrade facilities, implement business strategies more effectively, build brand image and its customers However, Ho Chi Minh City must be proactive in attracting visitors to the hotel by figuring out their market Base on the Ho Chi Minh City’s tourism strategy which focuses MICE tourism market and defines this is a main market to increase customers This research could help Ho Chi Minh City can asses the opportunities and challenges of MICE tourism CHAPTER 2: LITERATURE REVIEW 2.1 Research definition of MICE tourism: The global tourism industry can be divided between leisure tourism and business tourism However, they both require the same infrastructures in terms of accommodations, transports and communications, entertainment, information services and so on (Cooper et al., 2008) The former refers to people whose travel is part of his employment, and as a consequence essential and organized on a regular basis As far as the latter is concerned, it is a broad term used to define the business travel industry Meetings, trade fairs and exhibitions, incentive travel and corporate hospitality are one sector within business tourism The MICE tourism stands for Meetings, Incentives, Conferences and Exhibitions IAPCO (the International Association of Professional Congress Organizers) publishes a book called "Meetings Industry Terminology" which functions as a dictionary for the meetings industry These are the definitions as put out by IAPCO: Meeting - general term indicating the coming together of a number of people in one place, to confer or carry out a particular activity Frequency: can be on an ad hoc basis or according to a set pattern, as for instance annual general meetings, committee meetings, etc Incentive - meeting event as part of a program which is offered to its participants to reward a previous performance Conference - participatory meeting designed for discussion, fact-finding, problem solving and consultation As compared with a congress, a conference is normally smaller in scale and more select in character - features which tend to facilitate the exchange of information The term "conference" carries no special connotation as to frequency Though not inherently limited in time, conferences are usually of limited duration with specific objectives Exhibition - Events at which products and services are displayed Recently, there has been an industry driven initiative to not use the "MICE Market" label and instead say "The Meetings Industry" which encompasses all the above In conclusion, Meetings, Incentives, Conferences and Exhibitions are always happening and been known for centuries, it gathered many customers and the movement of passengers from one place to another is always create opportunities for business travel company 2.2 Related research: Davidson (2008, p.73) describes business tourism as being composed of “people travelling for purposes which are related to their work” To Swarbrooke and Horner (2007, p.3) business tourism is a broad term which refers to “all the experience of the business traveller” and using the term “tourism” it refers to people who stay at least one night away from home, while business travel refers to day trips for business reason In addition, according to Davidson and Cope (2003), business travel is composed of two different categories that are individual business travel and business tourism The former refers to people whose travel is part of his employment, and as a consequence essential and organized on a regular basis As far as the latter is concerned, it is a broad term used to define the business travel industry Meetings, trade fairs and exhibitions, incentive travel and corporate hospitality are one sector within business tourism The employee participates in “occasional word-related group event” (Davidson 2008, p.73) Actually, the terms of business tourism and MICE industry are used interchangeably In addition, the MICE industry is an all-year-round activity even if some low seasons can be found in summer and winter months, as a consequence people can be full-time employed (Rogers, 2003; Davidson, 2007; Lawrence and McCabe, 2001) As Davidson (2008, p.76) stresses business traveler represents “the bread and butter” market throughout the year As a consequence, the MICE industry extends business to the off-peak season for 10 Diversity services Bonus services Good view Rewarded to loyal customers Easy to get the transportation Good business Attractive inside decorations Active marketing Social activities The five (5) most important factors are: Question 2: Choose five (5) most important factors which made you are not happy with the hotel for MICE tourism, write your own opinions Bad prices Bad location Having problems with rooms Bad Food and Beverages quality Bad behaviors of Staffs Lacking of Services 69 Too much noise Smelly Lacking infrastructures Not marketing well The five (5) most important factors are: APPENDIX II: QUESTIONAIRE II: Your name: Your company: How old are you? (21-30, 31-40, 40+) How long have you worked for your company? (01, 02, 03, 04, 05+) ************** Please answer each of the following questions with: - Important to me: (01-05 points) Given point: from one (01) point: Not important To three (03) points: medium 70 And five (05) points: Very important - Your expectation from the company: (01-05 points) Given point: from one (01) point: Very bad To three (03) points: Medium And five (05) points: Very good - Please, write down your own opinions for the comment sections, if you expected Questionnaire II: Reasons Important to me (01-05) My expectation (01-05) Good location Comments Reasons Important to me (01-05) My expectation (01-05) Famous and huge hotel Comments Reasons Important to me (01-05) My expectation (01-05) Good price Comments 71 Reasons Important to me (01-05) My expectation (01-05) Good FnB quality Comments Reasons Important to me (01-05) My expectation (01-05) Nice staffs Comments Reasons Important to me (01-05) My expectation (01-05) Flexible payment method Comments Reasons Important to me (01-05) My expectation (01-05) New Novation Comments Reasons Important to me (01-05) My expectation (01-05) Flexible working time Comments 72 Reasons Important to me (01-05) My expectation (01-05) Friendly with the environment Comments Reasons Important to me (01-05) My expectation (01-05) Comfortable room Comments Reasons Important to me (01-05) My expectation (01-05) Diversity services Comments Reasons Important to me (01-05) My expectation (01-05) Bonus Services Comments Reasons Important to me (01-05) My expectation (01-05) Good view Comments Reasons Important to me (0105) 73 My expectation (01-05) Easy to get the transportation Comments Reasons Important to me (01-05) My expectation from the company (01-05) Rewarded to loyal customers Comments Reasons Important to me (01-05) My expectation (01-05) Social activities Comments Reasons Important to me (0105) My expectation (01-05) Important to me (0105) My expectation (01-05) Easy to get the transportation Comments Reasons Good business Comments 74 Reasons Important to me (0105) My expectation (01-05) Important to me (0105) My expectation (01-05) Attractive inside decoration Comments Reasons Active marketing Comments APPENDIX III: THE INTERVIEW QUESTIONS Listing several of the questions for the Interview To International tourism: What the most important points that make you choose the hotel for your MICE event according your own opinion? How you judge the services of a hotel? What kind of the thing that you like most ? Will you come back the hotel and bring more customers next time? What you think about choosing a MICE location and that place does not meet your demands before the event happen? Will you choose another one? To Domestics costumers: What the most important points that make you choose the hotel for your MICE event according your own opinion? How you judge the services of a hotel? What kind of the service of hotel that you like most ? 75 Will you come back the hotel and bring more customers next time? What you think about choosing a MICE location and that place does not meet your demands before the event happen? Will you choose another one? APPENDIX IV: THE ANALYSIS AND EVALUATION OF SCALE TO MEASURE OF THE PERCEPTION ABOUT THE HOTEL REPUTATION THE ANALYSIS OF THE SCALE OF THE PERCEPTION ABOUT THE HOTEL REPUTATION KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity 621 Approx Chi-Square 265.363 Df 10 Sig .000 Communalities Extractio Initial n Good environment 1.000 819 Famous and huge company 1.000 749 Training & knowledge development 1.000 579 Opportunities to promote 1.000 705 Social activities 1.000 574 Extraction Method: Principal Component Analysis Total Variance Explained Initial Eigenvalues Component Total % of Variance Extraction Sums of Squared Loadings Cumulative % 2.240 44.791 44.791 1.186 23.722 68.513 723 14.455 82.967 76 Total 2.240 % of Variance 44.791 Cumulative % 44.791 488 9.751 92.719 364 7.281 100.000 Extraction Method: Principal Component Analysis MEASURING THE RELIABILTY EVALUATION OF SCALE THE SCALE OF THE PERCEPTION ABOUT HOTEL REPUTATION RELIABILITY ANALYSIS – SCALE ( ALPHA ) Case Processing Summary N Cases Valid Excluded a Total % 250 100.0 0 250 100.0 a Listwise deletion based on all variables in the procedure Summary Item Statistics Mean Item Means 3.682 Minimum Maximum Range 3.376 3.860 Maximum / Minimum Variance N of Items 484 1.143 043 Item-Total Statistics Scale Mean Scale Corrected Squared Cronbach's if Item Variance if Item-Total Multiple Alpha if Deleted Item Deleted Correlation Correlation Item Deleted Good environment 14.83 5.474 485 219 706 Famous and huge company 14.67 4.680 604 410 495 Training & knowledge development 14.55 4.771 464 360 556 Opportunities to promote 14.55 5.252 515 378 550 Social activities 15.03 5.164 423 244 628 APPENDIX V: THE ANALYSIS AND EVALUATION OF SCALE TO MEASURE OF THE PERCEPTION ABOUT THE HOTEL FACILITIES 77 THE SCALE OF THE PERCEPTION ABOUT THE HOTEL FACILITIES KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity 501 Approx Chi-Square 770.084 Df 10 Sig .000 Communalities Initial Extraction Huge capacities (rooms and meeting rooms) 1.000 891 New renovation 1.000 859 Comfortable room 1.000 871 Good View 1.000 851 Attraction inside decoration 1.000 730 Total Variance Explained Compo nent Total Initial Eigenvalues Extraction Sums of Squared Loadings % of Variance Cumulative % Total 2.394 47.886 47.886 1.807 36.146 84.032 478 9.563 93.594 226 4.528 98.122 094 1.878 100.000 % of Variance Cumulative % 2.394 47.886 Extraction Method: Principal Component Analysis MEASURING THE RELIABILTY EVALUATION OF SCALE THE SCALE OF THE PERCEPTION HOTEL FACILITES RELIABILITY ANALYSIS – SCALE ( ALPHA ) Case Processing Summary N Cases Valid % 250 100.0 78 47.886 Excludeda Total 0 250 100.0 a Listwise deletion based on all variables in the procedure Summary Item Statistics Minimu Maximu m m Mean Item Means 3.595 3.316 Range 3.856 Maximum / Minimum Variance N of Items 540 1.163 052 Item-Total Statistics Scale Cronbach's Scale Mean Variance if Corrected Squared Alpha if if Item Item Item-Total Multiple Item Deleted Deleted Correlation Correlation Deleted Huge capacities (rooms and meeting rooms) 14.66 7.960 493 803 687 New renovation 14.26 6.593 579 711 604 Comfortable room 14.29 6.045 839 739 480 14.58 8.606 465 744 738 14.12 9.447 404 461 712 Good View Attraction inside decoration APPENDIX VI: THE ANALYSIS AND EVALUATION OF SCALE TO MEASURE OF THE PERCEPTION ABOUT HOTEL SERVICES THE ANALYSIS OF SCALE TO MEASURE OF THE PERCEPTION ABOUT THE HOTEL SERVICES KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square Df 760 770.084 10 Sig .000 Communalities Initial Extraction 79 Huge capacities (rooms and meeting rooms) 1.000 965 New renovation 1.000 791 Comfortable room 1.000 899 1.000 922 Attraction inside decoration 1.000 832 Huge capacities (rooms and meeting rooms) 1.000 965 Good View Extraction Method: Principal Component Analysis Total Variance Explained Compo nent Total Initial Eigenvalues Extraction Sums of Squared Loadings % of Variance Cumulative % Total 3.271 54.513 54.513 2.104 35.066 89.579 432 7.193 96.771 167 2.790 99.561 026 439 100.000 6.160E-17 1.027E-15 100.000 3.271 % of Variance Cumulative % 54.513 54.513 Extraction Method: Principal Component Analysis MEASURING THE RELIABILTY EVALUATION OF SCALE THE SCALE TO MEASURE OF THE PERCEPTION ABOUT THE HOTEL SERVICES RELIABILITY ANALYSIS – SCALE ( ALPHA ) Case Processing Summary N Cases Valid Excludeda Total % 250 100.0 0 250 100.0 a Listwise deletion based on all variables in the procedure Summary Item Statistics 80 Mean Item Means Minimum Maximum Range 3.570 3.288 3.984 Maximum / Minimum Variance 696 1.212 N of Items 080 Item-Total Statistics Scale Corrected Scale Mean if Variance if Item-Total Item Deleted Item Deleted Correlation Squared Cronbach's Multiple Alpha if Correlation Item Deleted Bonus Services 18.13 12.059 674 744 Friendly with environment 17.68 11.038 714 731 17.72 10.774 863 692 18.00 15.353 468 859 Rewarded to loyal customers 17.44 16.038 447 812 Easy to get transportation 18.13 12.059 674 744 Diversity services Good FnB quality APPENDIX VII: THE ANALYSIS AND EVALUATION OF SCALE TO MEASURE THE PERCEPTION ABOUT THE HUMAN RESOURCES THE ANALYSIS OF THE PERCEPTION ABOUT THE HUMAN RESOURCES KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity 621 Approx Chi-Square 780.215 Df Sig .000 Communalities Extracti Initial on Bonus Services 1.000 953 Friendly with environment 1.000 841 Diversity services 1.000 908 81 Good FnB quality 1.000 978 Total Variance Explained Initial Eigenvalues Compo nent Total Extraction Sums of Squared Loadings % of Variance Cumulative % 2.380 59.493 59.493 1.300 32.502 91.994 269 6.734 98.728 051 1.272 100.000 % of Variance Total 2.380 Cumulative % 59.493 59.493 Extraction Method: Principal Component Analysis MEASURING THE RELIABILTY EVALUATION OF SCALE THE SCALE OF THE PERCEPTION ABOUT THE HUMAN RESOURCES RELIABILITY ANALYSIS – SCALE ( ALPHA ) Case Processing Summary N Cases Valid Excludeda Total % 250 100.0 0 250 100.0 a Listwise deletion based on all variables in the procedure Summary Item Statistics Mean Item Means 3.520 Minimum Maximum Range 3.280 3.720 Maximum / Minimum Variance N of Items 440 1.134 046 Item-Total Statistics Scale Mean Scale Corrected if Item Variance if Item-Total Deleted Item Deleted Correlation 82 Squared Cronbach's Multiple Alpha if Item Correlation Deleted Active marketing 10.80 6.466 508 889 676 Nice staff 10.36 5.251 677 707 565 10.40 5.060 845 854 463 10.68 8.130 449 810 859 Flexible working time Flexible payment REFERENCES: Book: Branham, L (Jan-2000), “Keeping the people who keep you in business” - 24 ways to hang on to your most valuable talent”, page 1-6, 48 Documentary: Pausch, R (2009), "The last lecture" - the introduction of lectures on human resource management, Carneige Mellon University (USA), Plenum Press, New release in 2009 Scale: Parasuraman, 1991 Scale: Netemeyer ctg.,1997 Scale: Yoo ctg., 2000; Dodds,1999 "Annual Report" from VIETNAM NATIONAL ADMINISTRATION OF TOURISM Retrieved from: Youth Publishing House, 2007, "The nature of human resources management-Establish elite Army", edited and published by Youth Publishing House, page 3 Textbook, Lecturers: Nguyen, V D – Nguyen, N Q (2010), "Human Resource Management,", National Economics University, 2010, Overview 83 ... tourism in Ho Chi Minh City To analyze hotel business of MICE tourism in Ho Chi Minh City Thereby, propose some solutions to improve the business efficiency of MICE tourism in Ho Chi Minh City The researchers...  To analyze the opportunities and profits of MICE tourism market  To research hotel business of MICE tourism in Ho Chi Minh City  To analyze hotel business of MICE tourism in Ho Chi Minh City. ..  Thereby, propose some solutions to improve the business efficiency of MICE tourism in Ho Chi Minh City 1.2 The scope: The researches only focus on the MICE tourism business of Ho Chi Minh City