1. Full name of PhD student: TRUONG THI XUAN DAO 2. Gender: Female
3. Date of birth: November 18, 1973 4. Place of birth: Vinh Long
5. Decision on recognition of PhD students: 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 in training process (if any): extension of study period until December 2022
7. Thesis topic: Product co-creation behavior of Vietnamese tourists
8. Major: Tourism 9. Code: 981010.01
10. Scientific advisor: Associate Professor, Dr. Tran Duc Thanh
11. Summary of new results of the thesis:
The objective of the study: to explore the nature of tourist product co-creation behavior developed from the theoretical framework of Planned Behavior (TPB). Specifically, the tourist product co-creation behavior through the stages of pre-trip, during-trip and post-trip, thereby providing managerial implications to help tourism managers propose business and innovation strategies to attract customers to participate in product co-creation.
Research object: The research object of the thesis is the product co-creation behavior of Vietnamese tourists.
Research method: The thesis uses mixed research methods (qualitative and quantitative). Depending on the objectives of each stage, the thesis applies different research methods. The research methods applied in the thesis: Bibliometric analysis, Content analysis method, Group interview method, Expert method, Questionnaire method, Structural Equation Modeling (SEM).
Significance and contribution of the thesis in theory and practice
Theoretical significance
Based on the groups of tourist product co-creation behaviors in previous studies (Yi & Gong, 2013; Arica & Kozak, 2019), the study inherited and developed the concept of tourist product co-creation behavior by reclassifying these groups of behaviors according to each stage of tourist product co-creation participation, thereby finding a concept to measure tourist product co-creation behavior including 3 groups of behaviors, namely: pre-trip product co-creation behavior, during-trip product co-creation behavior, and post-trip product co-creation behavior. This result provides a more comprehensive view of tourist product co-creation behavior because tourism products are experiential products.
The study also further developed the original model of the Theory of Planned Behavior (TPB) consisting of three main components: subjective norms, perceived behavioral control, and attitude toward product co-creation by adding a group of five tourist personality traits. This developed new components for the Theory of Planned Behavior (TPB), namely tourism product co-creation behavior.
The thesis also examined the mediating role of attitude towards product co-creation in the relationship between subjective norms, perceived behavioral control and tourism product co-creation. And the thesis identified different types of mediating effects by applying Smartpls SEM. This contributes to the theoretical foundation to clarify the mediating forms of attitude towards product co-creation in the TPB theoretical model with the tourism context.
Practical significance
Confirming the tourist's personality has a certain influence on the tourist's behavior of participating in product co-creation. For each customer group with different personality traits, different approaches and interactions are needed to stimulate customers to participate as much as possible in all product co-creation processes (before, during and after). Thus, tourism business managers need to have orientations for developing, marketing and providing services for their products based on each customer personality group. When the provision of appropriate products and services for each customer group is ensured, customer satisfaction will also increase.
Customer co-creation occurs in all three stages of tourism consumption, namely pre-trip, on-trip and post-trip. Marketing managers should strive to improve the customer-company relationship and develop appropriate marketing strategies for each stage of customer co-creation to further enhance product co-creation.
The results of the study also demonstrated that social media has a certain influence on tourists' product co-creation behavior. More specifically, social media plays a moderating role in increasing the participation in product co-creation while traveling of tourists with pleasant and sensitive personalities. From there, tourism managers will have strategies to use social media to further increase customers' participation in product co-creation behavior, contributing to increasing satisfaction in customers' travel experiences.
12. Further research directions:
The survey subjects in the study were Vietnamese tourists. Future studies can select international and domestic tourists to increase the representativeness of the research sample.
The tourist product co-creation behavior in the study is not specific to any tourism product, future research can be conducted with a specific type of tourism product, for example: smart tourism, green tourism, ...
Future research could focus on examining changes in customer product co-creation behavior in the context of social media developments.
This study focuses on product co-creation behavior from the customer's perspective. However, product creation is a collaborative effort between customers and employees. Further research could examine product co-creation behavior from the employee's perspective.
13. Publications related to the thesis:
(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), “Vietnamese tourists' behavior in co-creating products: A case study of tourists in Ho Chi Minh City”, Journal of Economics and Forecast, 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: 11/18/1973
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 behavioral 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.
Practical
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), “Vietnamese tourists' behavior in co-creating products: A case study of tourists in Ho Chi Minh City”, Journal of Economics and Forecast, 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
