1. Full name of doctoral candidate: TRUONG THI XUAN DAO 2. Gender: Female
3. Date of birth: November 18, 1973 4. Place of birth: Vinh Long
5. Decision to admit doctoral students: Decision No.
Decision No. 3618/2018/QD-XHNV dated December 4, 2018, of the University of Social Sciences and Humanities, Vietnam National University, Hanoi, valid from December 4, 2018, to December 4, 2021.6. Changes to the training process (if any): extension of the study period until December 2022
7. Thesis title: Product co-creation behavior of Vietnamese tourists
8. Major: Tourism 9. Code: 981010.01
10. Scientific supervisor: Assoc. Prof. Dr. Tran Duc Thanh
11. Summary of the new findings of the thesis:
The research aims to explore the nature of tourist co-creation behavior, developed within the framework of the Theory of Planned Behavior (TPB). Specifically, it examines tourist co-creation behavior across the pre-trip, during-trip, and post-trip stages, thereby providing managerial implications to help tourism managers propose business strategies and innovations to encourage customer participation in co-creation.
Research subject: The research subject of this thesis is the product co-creation behavior of Vietnamese tourists.
Research Methodology: This thesis employs a mixed research methodology (both qualitative and quantitative). Depending on the objectives of each stage, different research methods are applied. The research methods used in this thesis include: Bibliometric analysis/measurement, Content analysis method, Focus group interviews, Expert method, Questionnaire method, and Structural Equation Modeling (SEM).
The significance and contributions of the thesis in terms of theory and practice.
Theoretical significance
Based on the groups of co-creation behaviors of tourists in previous studies (Yi & Gong, 2013; Arica & Kozak, 2019), this study inherited and developed the concept of co-creation behavior of tourists by reclassifying these behavioral groups according to each stage of tourist participation in co-creation. This led to the discovery of a measurement concept for co-creation behavior of tourists, comprising three groups of behaviors: pre-trip co-creation behavior, in-trip co-creation behavior, and post-trip co-creation behavior. This result provides a more comprehensive view of co-creation behavior of tourists, as tourism products are experiential products.
The study also further developed the initial model of the Theory of Planned Behavior (TPB), which includes three main components: subjective norms, perceived behavioral control, and attitudes toward co-creation of tourism products, by adding a group of five tourist personality traits. This developed new components for the Theory of Planned Behavior (TPB), specifically tourism co-creation behavior.
The thesis also examines the mediating role of attitudes towards co-product behavior in the relationship between subjective norms, cognitive behavioral control, and tourism co-product behavior. The thesis identifies different types of mediating effects by applying Smartpls SEM. This contributes to the theoretical foundation for clarifying the mediating forms of attitudes towards co-product behavior within the TPB theoretical model in the tourism context.
Practical significance
Identifying the personality traits of tourists significantly influences their participation in co-creation processes. Different customer groups with varying personality characteristics require different approaches and interactions to maximize their involvement throughout all stages of co-creation (before, during, and after). Therefore, tourism business managers need to tailor their product development, marketing, and service offerings to each customer personality group. When the provision of products and services tailored to each customer group is ensured, customer satisfaction will increase.
Customer co-creation behavior occurs throughout all three stages of tourism consumption: before, during, and after the trip. Marketing managers need to strive to improve the relationship between customers and the company, along with developing appropriate marketing strategies for each stage of customer co-production, in order to further enhance co-creation activities.
Practical research results have also proven that social media has a certain influence on the co-creation behavior of tourists. More specifically, social media plays a moderating role in increasing the participation of tourists with agreeable and sensitive personalities in co-creation while traveling. From this, tourism managers can develop strategies using social media to further increase customer participation in co-creation behaviors, contributing to increased satisfaction in their travel experiences.
12. Directions for further research:
The survey subjects in this study are Vietnamese tourists; further research could select both international and domestic tourists to increase the representativeness of the research sample.
The co-product creation behavior of tourists in this study is not specific to any particular tourism product; future research could focus on a specific type of tourism product, for example, smart tourism, green tourism, etc.
Future research could focus on examining changes in customer product co-creation behavior in the context of evolving social media landscapes.
This study focuses on product co-creation behavior from the customer's perspective. However, product creation is a collaborative effort between the customer and employees. Further research could examine product co-creation behavior from the employee's perspective.
13. Publications related to the dissertation:
(1) Nguyen Viet Hoang, Truong Thi Xuan Dao, Pham Huong Trang, Tran Duc Thanh, Nguyen Pham Hung (2021), “Travel Intention to Visit Tourism Destinations: A Perspective of Generation Z in Vietnam”, Journal of Asian Finance, Economics and Business, 8(2), pp. 1043–1053.
https://doi.org/10.13106/jafeb.2021.vol8.no2.1043
(2) Pham Huong Trang, Truong Thi Xuan Dao (2021), “The impact of social media on value co-creation in tourist experiences”, The TED-2021 Proceedings of the International Conference on Culture, Education, and Tourism with Economic Development.
(3) Truong Thi Xuan Dao (2021), “Participatory behavior of Vietnamese tourists in co-creating products: A case study of tourists in Ho Chi Minh City”, Journal of Economics and Forecasting, No. 36 December 2021 (790) - Year 54.
(4) Truong Thi Xuan Dao, Pham Huong Trang, Pham Hong Long (2022), “Emerging trends in the literature of co-production in the economic, management, and social sectors: a bibliometric approach” In E. Christou & A. Fotiadis (Eds.), Reviving tourism, in the post- pandemic era (pp. 500–520). School of Economics and Business, International Hellenic University. https://doi.org/DOI: 10.5281/zenodo.6428590 ISBN:9786185630065.
(5) Truong Thi Xuan Dao, Pham Huong Trang, Tran Duc Thanh (2022), “The Big Five personality traits and co-production behaviour of Vietnamese tourists: An extension of the theory of planned behaviour”, Proceedings of Rijeka School of Economics, 40(1), 0–2. https://doi.org/10.18045/zbefri.2022.1.97
INFORMATION ON DOCTORAL THESIS
1. Full name: TRUONG THI XUAN DAO
2. Sex: female
3. Date of birth: November 18, 1973
4. Place of birth: Vinh Long
5. Admission decision number: 3618/ 2018/QD-XHNV. Dated: December 4, 2018 by VNU University of Social Sciences and Humanities (Hanoi).
6. Changes in the academic process: the extension of study time to December 2022
7. Official thesis title: Co-production behavior of Vietnamese tourists.
8. Major: Tourism
9. Code: 981010.01
10. Supervisors: Assoc.Prof.D. Tran Duc Thanh
11. Summary of the new findings of the thesis:
The objective of the study: To explore the nature of tourist co-productive behavior developed from the theoretical framework of Theory of Planned Behavior (TPB). specifically, the co-production behavior of tourists through the stages from before, during and after the trip, thereby providing management implications that help tourism managers propose business and innovation strategies to attract customers to co-production.
Research subjects: The research objective of the thesis is the co-production behavior of Vietnamese tourists.
Research methodologies: The thesis uses mixed research methods (qualitative and quantitative). Depending on the goal of each phase, the thesis applies different research methods: Bibliometric analysis, content analysis method, group interview, expert interview, questionnaire method, and Structural Equation Modeling (SEM).
The contribution of the thesis on theory and practice
Theoretical implications
Based on the groups of tourists' co-production behavior in previous studies (Yi & Gong, 2013; Arica & Kozak, 2019), the study has inherited and developed the concept of the co-production behavior of tourists by reclassifying these groups of behaviors according to each stage of tourist co-production, thereby finding a concept of measuring tourist co-production behavior, including three groups of behavior: pre-trip co-production behavior, in-trip co-production behavior, and post-trip co-production behavior. This result provides a broader view of the co-creation behavior of tourists because the tourism product is experiential.
The study also further developed the original model of the theory of Planned Behavior (TPB), including three main components: subjective norm, perceived behavior control, and attitude to co-production by adding the Big 5 personality traits of tourists. This has developed new components for the theory of Planned Behavior (TPB), specifically tourism co-production.
The thesis also examines the mediating role of towards co-production behavior in the relationship attitude of subjective norm, perceived behavior control, and co-production behavior of tourism. And the thesis has identified different types of mediating effects by applying Smartpls SEM. The thesis results contribute to the theoretical background to clarify the mediating forms of attitudes towards co-production behavior in the TPB theoretical model with the tourism context.
Use image
Confirmation of the tourist's personality has a certain influence on the tourist's co-production behavior. For each group of customers with different personality traits, it is necessary to have different approaches and interactions to stimulate customers to participate as much as possible in all co-production processes (before, during, and after). Thus, managers of tourism businesses need to have orientations for development, marketing, and service provision for their products based on each customer's personality group. Customer satisfaction will also increase when suitable products and services are provided to each customer group.
Customer co-production occurs in all three stages of travel consumption: pre-travel, during-trip, and post-trip. Marketing managers should strive to improve the relationship between the customer and the company and develop appropriate marketing strategies for each stage of the client's co-production to enhance the co-creation of more products. active, many new products will be developed, improving the competitiveness of enterprises.
Moreover, the actual research results have also proven that social media has a certain influence on the co-production behavior of tourists. More specifically, social media plays a regulatory role in increasing co-production participation during travel of travelers with pleasant personalities and sensitive personalities. From there, tourism managers will have strategies to use social media to increase customer engagement in co-production behaviors, contributing to increased satisfaction in the visitor's travel experience.
12. Further research directions:
Responders in the study are Vietnamese tourists; the next study can choose international and domestic tourists to increase the representativeness of the research sample.
Moreover, the co-production behavior of tourists in the study is not specific to any tourism product future research can do with a specific type of tourism product, for example, smart tourism, green tourism,...
Future studies may focus on looking at changes in customer co-production behavior in the evolving context of social media.
This study focuses on co-production behavior from the customer's point of view. However, creating products is collaborative work between customers and employees, and further research can examine co-production behavior from the employee's point of view.
13. Thesis-related publications:
(1) Nguyen Viet Hoang, Truong Thi Xuan Dao, Pham Huong Trang, Tran Duc Thanh, Nguyen Pham Hung (2021), “Travel Intention to Visit Tourism Destinations: A Perspective of Generation Z in Vietnam”, Journal of Asian Finance, Economics and Business, 8(2), pp. 1043–1053.
https://doi.org/10.13106/jafeb.2021.vol8.no2.1043
(2) Pham Huong Trang, Truong Thi Xuan Dao (2021), “The impact of social media on value co-creation in tourist experiences”, The TED-2021 Proceedings of the International Conference on Culture, Education, and Tourism with Economic Development.
(3) Truong Thi Xuan Dao (2021), “Participatory behavior of Vietnamese tourists in co-creating products: A case study of tourists in Ho Chi Minh City”, Journal of Economics and Forecasting, No. 36 December 2021 (790) - Year 54.
(4) Truong Thi Xuan Dao, Pham Huong Trang, Pham Hong Long (2022), “Emerging trends in the literature of co-production in the economic, management, and social sectors: a bibliometric approach” In E. Christou & A. Fotiadis (Eds.), Reviving tourism, in the post- pandemic era (pp. 500–520). School of Economics and Business, International Hellenic University. https://doi.org/DOI: 10.5281/zenodo.6428590 ISBN:9786185630065.
(5) Truong Thi Xuan Dao, Pham Huong Trang, Tran Duc Thanh (2022), “The Big Five personality traits and co-production behaviour of Vietnamese tourists: An extension of the theory of planned behaviour”, Proceedings of Rijeka School of Economics, 40(1), 0–2. https://doi.org/10.18045/zbefri.2022.1.97
