Information on PhD thesis of PhD student Pham Thi Bich Thuy: Factors affecting cultural experience tourism in Hanoi

Information on PhD thesis of PhD student Pham Thi Bich Thuy

1. Full name of PhD student: Pham Thi Bich Thuy       2. Gender: Female

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

5. Decision to recognize graduate students:

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

6. Changes in training process (if any):

- Decision on recognition of doctoral thesis topics and supervisors No. 424/QD-XHNV-DT dated February 25, 2022 of the President of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.

- Decision to adjust the title of doctoral thesis No. 3929/QD-XHNV dated December 22, 2022 of the President of the University of Social Sciences and Humanities,Vietnam National University, Hanoi;

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

- Decision to adjust the title of doctoral thesis No. 3935/QD-XHNV dated August 6, 2024 of the President of the University of Social Sciences and Humanities,Vietnam National University, Hanoi.

7. Thesis topic: Factors affecting cultural experience tourism in Hanoi.

8. Major: Tourism 9. Code: 9810101.01

10. Scientific advisor: Associate Professor, Dr. Nguyen Pham Hung, University of Social Sciences and Humanities, Vietnam National University, Hanoi.

11. Summary of new results of the thesis:

Research purpose of the thesis:

The purpose of the thesis is to determine the scientific basis of cultural experience tourism in order to contribute to the development of cultural experience tourism in Hanoi in particular and the capital's tourism in general. Specifically: (1) Develop concepts, characteristics and research frameworks for factors affecting cultural experience tourism; (2) Analyze and evaluate factors affecting cultural experience tourism; (3) Propose research implications for the development of cultural experience tourism.

Research object of the thesis:

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

Research method of the thesis:

- Qualitative research method: Qualitative research was conducted to: 1) develop the concept of "experiential tourism", "cultural experiential tourism"; 2) identify the characteristics of "experiential tourism", "cultural experiential tourism"; 3) design a research framework for factors affecting 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 factors affecting the demand for cultural experiential tourism. Qualitative research continued to be conducted to analyze and evaluate factors of the supply of cultural experiential tourism by interviewing tourism managers, cultural destination managers, tourism businesses and conducting field surveys and analyzing secondary documents. Qualitative research methods include semi-systematic research reviews, in-depth interviews, focus groups, field surveys, and secondary data collection and analysis.

- Quantitative research method: Quantitative research was conducted to identify and analyze factors affecting the demand for cultural experience tourism. PLS-SEM was chosen as the approach to the results measurement model. 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 official quantitative research, the thesis used a convenient sampling method of 607 tourists. The data were analyzed by descriptive statistics, One-way ANOVA mean difference analysis 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:

- The thesis contributes to the theoretical basis of experiential tourism by systematizing the theoretical basis and building the concepts of "experiential tourism", "cultural experiential tourism", identifying 5 characteristics of experiential tourism and cultural experiential tourism. The concept and characteristics are based on the theory of tourism systems, the theory of the experiential economy and the law of supply and demand to analyze cultural experiential tourism as a type of tourism distinct from other types of tourism.

- The thesis builds a research framework for factors affecting cultural experience tourism, including two factors: tourism supply and tourism demand, also based on tourism system theory, experience economy theory and the law of supply and demand.

- The thesis identifies and studies the supply of cultural experience tourism with 7 factors including experience tourism products, human resources, infrastructure and facilities supporting experiences, experience support services, level of security and safety for tourists and tourism promotion and advertising activities. Policies directly affect the supply so they are also studied within the scope of tourism supply. Qualitative research methods are used to collect and analyze data, related documents, field surveys, interviews with representatives of tourism management agencies, destination managers and tourism businesses. The research results confirm the role of the 7 factors mentioned above in the supply and development of cultural experience tourism. At the same time, it objectively reflects the level of development, achievements as well as the issues that Hanoi is facing in designing and providing cultural experience tourism products/services.

- The thesis builds a model and hypotheses to study the factors affecting the demand for experiential tourism. The model includes 4 factors (awareness, motivation, experience preferences and impressions of memorable travel experiences) affecting tourists' behavioral intentions, and barriers moderate this relationship. The official quantitative research was conducted with 607 tourists who have visited at least one cultural tourist destination in Hanoi. The results of the measurement model and structural model testing showed that 4 hypotheses were supported and 1 hypothesis was rejected. Awareness, motivation, experience preferences and impressions of memorable travel experiences were recognized as having a positive impact on the demand for experiential tourism, while barriers did not play a role in moderating the relationship between these factors. Trip characteristics, favorite destinations and differences in experience preferences by age and occupation were also identified and explained.

New contributions and significance of the thesis:

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

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

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

The thesis has specific research results on the supply of cultural experience tourism and the demand for cultural experience tourism in Hanoi, identifying achievements and issues for Hanoi. Therefore, the research has reference value for state management agencies, destinations, and businesses in building strategies, tourism development plans, designing tourism products, and implementing the preservation and promotion of heritage values.

12. Further research directions:

- Firstly, continue to explore the awareness, motivation, experience preferences and behavioral intentions of tourists who have never visited cultural sites in Hanoi; compare the awareness, motivation, experience preferences of those who have never been and those who have been, find similarities or differences to build and design experience products.

- Second, develop separate studies on cultural experiential tourism for each specific cultural component (relics, customs, festivals, cuisine, etc.) to compare and verify the theory.

- Third, use other research methods to comprehensively and multi-dimensionally approach the research object such as in-depth interview method with tourists and quantitative method with a large number of tourism suppliers.

- Fourth, expand research on international tourists to enhance understanding of this market's demand for cultural experiential tourism.

13. Publications related to the thesis:

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), "Traditional handicraft village experience tourism model in Dia Tren hamlet",Journal of Human Resources and 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 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:

-The 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.

-The 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.

-The 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.

-The 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.