Information about the doctoral dissertation of PhD candidate Pham Thi Bich Thuy: Factors affecting cultural experiential tourism in Hanoi.

Information about the doctoral dissertation of PhD candidate Pham Thi Bich Thuy

1. Full name of doctoral candidate: Pham Thi Bich Thuy       2. Gender: Female

3. Date of birth: July 7, 1987 4. Place of birth: Thai Binh

5. Decision to admit doctoral students:

Decision No. 2949/2021/QD-XHNV-DT dated December 28, 2021, of the Rector of the University of Social Sciences and Humanities,Vietnam National University, Hanoi.

6. Changes to the training process (if any):

- Decision No. 424/QD-XHNV-DT dated February 25, 2022, of the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi, recognizing the doctoral dissertation topic and its supervisor.

- Decision No. 3929/QD-XHNV dated December 22, 2022, of the Rector of the University of Social Sciences and Humanities, adjusting the title of the doctoral dissertation.,Vietnam National University, Hanoi;

- Decision No. 4050/QD-XHNV dated December 28, 2022, of the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi, on changing the doctoral thesis supervisor.

- Decision No. 3935/QD-XHNV dated August 6, 2024, of the Rector of the University of Social Sciences and Humanities, adjusting the title of the doctoral dissertation.,Vietnam National University, Hanoi.

7. Thesis title: Factors influencing cultural experiential tourism in Hanoi.

8. Major: Tourism 9. Code: 9810101.01

10. Scientific supervisor: Assoc. Prof. Dr. Nguyen Pham Hung, Faculty of Social Sciences and Humanities, Vietnam National University, Hanoi.

11. Summary of the new findings of the thesis:

The research objectives of this thesis are:

The purpose of this thesis is to determine the scientific basis of cultural experiential tourism in order to contribute to the development of cultural experiential tourism in Hanoi in particular, and capital tourism in general. Specifically: (1) Building the concept, characteristics and research framework of factors affecting cultural experiential tourism; (2) Analyzing and evaluating the factors affecting cultural experiential tourism; (3) Proposing research implications for the development of cultural experiential tourism.

The subject of this thesis is:

The subject of this thesis is the factors influencing cultural experiential tourism, including factors affecting the demand for cultural experiential tourism and factors related to the provision of cultural experiential tourism.

Research methodology of the thesis:

- Qualitative research method: Qualitative research was conducted to: 1) develop the concepts of "experiential tourism" and "cultural experiential tourism"; 2) identify the characteristics of "experiential tourism" and "cultural experiential tourism"; 3) design a research framework for factors influencing cultural experiential tourism from the perspective of tourism supply and demand; 4) propose a framework for analyzing the supply of cultural experiential tourism; and 5) propose a model and scale for measuring factors influencing the demand for cultural experiential tourism. Further qualitative research was conducted to analyze and evaluate the supply factors of cultural experiential tourism through interviews with tourism managers, cultural destination managers, tourism businesses, and through field surveys and analysis of secondary documents. Qualitative research methods include semi-systematic research reviews, in-depth interviews, focus groups, field surveys, and the collection and analysis of secondary data.

- Quantitative research method: A quantitative study was conducted to identify and analyze the factors influencing the demand for cultural experience tourism. PLS-SEM was chosen as the approach for measuring the results. The study conducted a preliminary quantitative survey and evaluated the measurement model to ensure that the criteria were met before evaluating the structural model. In the formal quantitative study, the thesis used a convenient sampling method with 607 tourists. The data were analyzed using descriptive statistics, one-way ANOVA using SPSS 24 software, and linear structural model analysis (SEM) based on the partial least squares approach (PLS-SEM) using SmartPLS 4.0 software.

Main results of the thesis:

- This dissertation contributes to supplementing the theoretical basis of experiential tourism by systematizing the theoretical foundation and building the concepts of "experiential tourism" and "cultural experiential tourism," identifying five characteristics of experiential tourism and cultural experiential tourism. The concepts and characteristics are based on tourism systems theory, experience economy theory, and the law of supply and demand, aiming to analyze cultural experiential tourism as a distinct type of tourism from other types of tourism.

- The thesis constructs a research framework for factors influencing cultural experiential tourism, encompassing two elements: tourism supply and tourism demand, based on tourism systems theory, experience economy theory, and the law of supply and demand.

- This thesis identifies and studies the supply of cultural experiential tourism with seven elements: experiential tourism products, human resources, infrastructure and facilities supporting the experience, services supporting the experience, the level of security and safety for tourists, and tourism promotion and marketing activities. Policies directly affecting the supply are also studied within the scope of the tourism supply. Qualitative research methods were used to collect and analyze relevant data and documents, conduct practical surveys, and interview representatives of tourism management agencies, destination managers, and tourism businesses. The research results affirm the role of the seven elements mentioned above in the provision and development of cultural experiential tourism. Simultaneously, it objectively reflects the level of development, achievements, and challenges facing Hanoi in designing and providing cultural experiential tourism products/services.

- This thesis develops a model and hypotheses to study the factors influencing the demand for experiential tourism. The model consists of four factors (perception, motivation, experience preferences, and impressions of memorable travel experiences) that influence tourists' behavioral intentions, with barriers moderating this relationship. A formal quantitative study was conducted with 607 tourists who had visited at least one cultural tourism destination in Hanoi. The results of testing the measurement model and structural model showed that four hypotheses were supported and one was rejected. Perception, motivation, experience preferences, and impressions of memorable travel experiences were recognized as having a positive influence on the demand for cultural experiential tourism, while barriers did not play a moderating role in the relationship between these factors. Characteristics of the trip, preferred destinations, and differences in experience preferences by age and occupation were also identified and explained.

New and significant contributions of the thesis:

Firstly, this thesis contributes to filling a gap in theoretical research on experiential tourism and cultural experiential tourism.

Secondly, this thesis contributes to filling the research gap on experiential tourism and cultural experiential tourism in Vietnam.

Thirdly, this thesis contributes to filling the theoretical gap in the study of demand and supply for cultural experience tourism.

The thesis has presented specific research results on the supply and demand of cultural experiential tourism in Hanoi, identifying achievements and challenges facing Hanoi. Therefore, the research is valuable for state management agencies, destinations, and businesses in developing tourism strategies and plans, designing tourism products, and implementing the preservation and promotion of heritage values.

12. Directions for further research:

- Firstly, continue exploring the perceptions, motivations, experiential preferences, and behavioral intentions of tourists who have never visited cultural sites in Hanoi; compare the perceptions, motivations, and experiential preferences of those who have never visited and those who have visited, identifying similarities or differences to develop and design experiential products.

- Secondly, develop separate studies on cultural experiential tourism focusing on different specific cultural components (historical sites, customs, festivals, cuisine, etc.) to compare and verify theories.

- Thirdly, utilize alternative research methods to comprehensively and multi-dimensionally approach the research subject, such as in-depth interviews with tourists and quantitative methods for a large number of tourism service providers.

- Fourth, expand research to include international tourists to enhance understanding of this market's needs for cultural experience tourism.

13. Publications related to the dissertation:

1. Pham Thi Bich Thuy (2022), “Experiential learning and experiential tourism: Perceptions and needs of toursim students in Hanoi at the Imperial Citadel of Thang Long”,The first international conference on the issues of social sciences and humanities,University of Social Sciences and Humanities,ISBN: 978-604-9990-98-4, pp.719-742.

2. Pham Thi Bich Thuy (2023), “Bibliometric analysis of global research trends in experience tourism using the Scopus database”,The sixth international conference on Contemporary Issues in Economics, Management and Business, National Economics University,ISBN: 978-604-330-939-3, pp.1999-2031.

3. Pham Thi Bich Thuy (2023), “Tourism system model for experience tourism research and development”,The second international conference on the issues of social sciences and humanities, University of Social Sciences and Humanities,ISBN: 978-604-43-1655-7, pp.471-485.

4. Pham Thi Bich Thuy, Bui Thi Bich Lan (2024), “Experiential tourism model of traditional handicraft villages in Dia Tren hamlet”,Journal of Human Resources in Social Sciences,No. 01 (128), pp. 103-112.

INFORMATION ON DOCTORAL THESIS

1. Full Name: Pham Thi Bich Thuy  2. Sex: Woman

3. Date of birth: 07/07/1987 4. Place of birth: Thai Binh

5. Amission decision number 2949/2021/QD-XHNV-DT dated December 28, 2021 by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.

6.Changes in the academic process:

- Decision on the approval of the thesis topic and supervisors, No. 424/QD-XHNV-DT dated February 25, 2022, issued by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.

- Decision on the adjustment of the thesis title, No. 3929/QD-XHNV dated December 22, 2022, issued by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.

- Decision on the change of thesis supervisor, No. 4050/QD-XHNV dated December 28, 2022, issued by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.

- Decision on the adjustment of the thesis title, No. 3935/QD-XHNV dated August 6, 2024, issued by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.

7. Official thesis title: Factors Influencing Cultural Experience Tourism in Hanoi.

8. Major: Tourism 9. Code: 9810101.01

10. Supervisor: Assoc. Prof. Dr. Nguyen Pham Hung, University of Social Sciences and Humanities, Vietnam National University, Hanoi.

11. Summary of the new findings of the thesis:

The purpose of the research of the thesis:

The purpose of the thesis is to identify the scientific foundation of cultural experience tourism, aiming to contribute to the development of cultural experience tourism in Hanoi specifically, and the development of tourism in the capital city more generally. specifically: (1) To develop the concept, characteristics, and a research framework for analyzing factors influencing cultural experience tourism; (2) To analyze and evaluate these influencing factors; (3) To propose research-based implications for the development of cultural experience tourism.

The object of the research of the thesis:

The object of the research of the thesis is the factors influencing cultural experience tourism, including the factors affecting the demand for cultural experience tourism and the factors related to the supply of cultural experience tourism.

The methodology of the thesis:

- Qualitative research method:The qualitative research was conducted to: 1) develop the concepts of “experience tourism” and “cultural experience tourism”; 2) identify the characteristics of “experience tourism” and “cultural experience tourism”; 3) design a research framework on the factors influencing cultural experience tourism from both the supply and demand perspectives; 4) propose a framework for analyzing the supply of cultural experience tourism; and 5) propose a model and measurement scale for the factors affecting the demand for cultural experience tourism. The qualitative research further continues to analyze and assess the supply-side factors of cultural experience tourism by interviewing tourism managers, cultural destination managers, tourism businesses, and through field surveys and secondary data analysis. The qualitative research methods include semi-structured literature review, in-depth interviews, focus group discussions, field surveys (fieldwork), and the collection and analysis of secondary data.

- Quantitative research method:The quantitative research was conducted to identify and analyze the factors affecting the demand for cultural experience tourism. PLS-SEM was selected as the approach for the measurement model. The study first conducted a preliminary quantitative survey and evaluated the measurement model to ensure it met the required criteria before evaluating the structural model. In the official quantitative research, the thesis used a convenience sampling method, with 607 tourists. The data were analyzed using descriptive statistics, One-way ANOVA for mean differences with SPSS 24 software, and structural equation modeling (SEM) based on the Partial Least Squares (PLS-SEM) approach using SmartPLS 4.0 software.

The main findings of the thesis:

ButThe thesis contributes to the theoretical foundation of experience tourism by systematizing the theoretical basis and constructing the concepts of “experience tourism” and “cultural experience tourism”. It identifies five characteristics of experience tourism and cultural experience tourism. The concepts and characteristics are based on tourism system theory, experience economy theory, and the law of supply and demand, to analyze cultural experience tourism as a distinct type of tourism compared to other forms.

ButThe thesis constructs a research framework on the factors influencing cultural experience tourism, consisting of two factors: supply-side tourism and demand-side tourism, also based on tourism system theory, experience economic theory, and the law of supply and demand.

ButThe thesis identifies and studies the supply-side factors of cultural experience tourism, which include seven elements: experience tourism products, human resources, infrastructure and facilities supporting experiences, experience support services, security and safety measures for tourists, and tourism promotion and marketing activities. Policies that directly affect the supply are also studied within the supply-side tourism framework. The qualitative research method was used to collect and analyze relevant data, materials, field surveys, and interviews with representatives from tourism management agencies, destination managers, and tourism businesses. The research results affirm the role of these seven factors in the provision and development of cultural experience tourism. The study also objectively reflects the level of development, achievements, and the issues that Hanoi faces in designing and providing cultural experience tourism products/services.

ButThe thesis develops a model and hypotheses for researching the factors affecting the demand for experience tourism. The model includes four factors (perception, motivation, experience preferences, and impressions of memorable travel experiences) that influence tourists' behavioral intentions, with a barrier factor moderating the relationship. The official quantitative research was conducted with 607 tourists who had visited at least one cultural tourist destination in Hanoi. The results of the measurement model and structural model testing show that four hypotheses are supported, while one hypothesis is rejected. Perception, motivation, experience preferences, and impressions of memorable travel experiences are found to have a positive influence on the demand for cultural experience tourism, while the barrier factor does not moderate the relationship between these factors. The characteristics of the trips, preferred destinations, and differences in experience preferences based on age and occupation are also found and explained.

New contributions and significance of the thesis:

First, the thesis contributes to filling the gap in theoretical research on experience tourism and cultural experience tourism.

Second, the thesis helps address the research gap on experience tourism and cultural experience tourism in Vietnam.

Third, the thesis contributes to filling the theoretical gap in the study of demand and supply in cultural experience tourism.

The thesis provides specific research results on the supply and demand for cultural experience tourism in Hanoi, identifying achievements as well as challenges faced by the city. Therefore, this research is a valuable reference for government authorities, destinations, and businesses in formulating strategies, developing tourism plans, designing tourism products, and implementing conservation and promotion of heritage values.

12. Further research directions:

Firstly, further exploration of the perceptions, motivations, preferences, and behavioral intentions of tourists who have never visited cultural sites in Hanoi. A comparison of the perceptions, motivations, and between those who have visited and those who have not could help identify similarities and differences, which can be used to develop and design targeted experiential products.

Secondly, developing separate studies on cultural experience tourism for specific cultural components (such as historical sites, customs, festivals, cuisine, etc.) in order to compare and validate the theories.

Thirdly, employ other research methods to provide a comprehensive and multidimensional approach to the research object, such as conducting in-depth interviews with tourists and quantitative studies with a large sample of tourism service providers.

Fourthly, expanding the research to include international tourists in order to enhance the understanding of the demand from this market segment for cultural experience tourism.

13.Thesis-related publications:

1. Pham Thi Bich Thuy (2022), “Experiential learning and experiential tourism: Perceptions and needs of toursim students in Hanoi at the Imperial Citadel of Thang Long”,The first international conference on the issues of social sciences and humanities,University of Social Sciences and Humanities,ISBN: 978-604-9990-98-4, pp.719-742.

2. Pham Thi Bich Thuy (2023), “Bibliometric analysis of global research trends in experience tourism using the Scopus database”,The sixth international conference on Contemporary Issues in Economics, Management and Business, National Economics University,ISBN: 978-604-330-939-3, pp.1999-2031.

3. Pham Thi Bich Thuy (2023), “Tourism system model for experience tourism research and development”,The second international conference on the issues of social sciences and humanities, University of Social Sciences and Humanities,ISBN: 978-604-43-1655-7, pp.471-485.

4. Pham Thi Bich Thuy, Bui Thi Bich Lan (2024), “Experience tourism model of traditional handicraft villages in Dia Tren hamlet”,Vietnam journal of social science manpower,No. 01 (128), pp.103-112.