Impact of demographic variables on Vietnameses' decision-making process for domestic tourism activity

Ngo, The Son (2022) Impact of demographic variables on Vietnameses' decision-making process for domestic tourism activity. Doctoral thesis, University of Wales Trinity Saint David.

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Abstract

In this paper, the researcher attempted to determine the list of dependent and independent variables associated to explore the influence of demographics on consumer behaviour, in the context of Vietnamese domestic tourists. The author expected that, through the findings of this research, it would be possible to expand on the systematic database set up adopted in this research for future topics that target relevant subjects. This paper was also made with further distinction to precedent works by other Vietnamese authors in terms of contents and structuring. The majority of students’ theses were designed to associate with the specific enterprise as an isolated case study, while the other type of scientific researches (e.g.,scholars’ articles, journals, internal documents...) are established from a macro-perspective for the whole industry. This thesis is organized as a continuous structure of five chapters, each with a specific objective that ultimately contributes to addressing the research questions under investigation. After the rigorous process of reviewing precedent literature and establishing conceptualizing academic units identified to the three main theoretical domains, the author was able to draw out a conceptual framework presented at the end of Chapter 2. One of the main concerns that place as research question –the demographic variables –was determined to include nine components: Gender, Age, Geography, Education Level, Employment status, Occupation, Income, Family status, Social class. After evaluating the different methodologies, the researcher concluded that conducting an empirical study would be the most suitable approach to address the research question. Result of the Exploratory factor analysis (EFA) has condensed the initial 35 items for decision-making process down to 30 items, divided into four-factor groups. These four groups, however, provided a different perspective to the content of decision-making process from the well-known 5-stage model. However, only three factors “Preference of destination”, “Involvement of family” and “Source of information” were revealed to be statistically significant. Excluding the three elements “Occupation”, “Employment”and “Social class”, other demographic factors were found to be correlated toward the decision-making process of Vietnamese tourists when they decide on domestic travelling.Specifically, the latter group of demographic variables were found to have affected directly or indirectly (through post hoc variables) the three identified decision-making factors, but none was found to be presented in all three dependent factors. Based on the analysed result, the author proposed suitable suggestions with respect to the findings and methodological aspects. The problem with consumers’ behavioural models is that they couldn’t account for the unpredictable nature of consumers. Therefore, the author believed that an independent study with a sole concentration on this field would be beneficial. Furthermore, instead of trying to cover and justify the wide dimension of the topic of consumer behaviour in general, a narrow approach concerning certain merchandise and well-defined aspects of consumption activities would be an appropriate study. Regarding methodological application, future studies may modify the questionnaire based on this study template and run the confirmatory factor analysis to analyse the data collected. On the other hand, a completely different set of analytical methods is also encouraged for more diversity

Item Type: Thesis (Doctoral)
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Theses and Dissertations > Doctoral Theses
Depositing User: Natalie Williams
Date Deposited: 14 Mar 2022 12:44
Last Modified: 14 Mar 2022 12:44
URI: https://repository.uwtsd.ac.uk/id/eprint/1925

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