INFORMATION ABOUT THE MASTER'S THESIS
1. Student's full name: Truong Thi May 2. Gender: Female
3. Date of birth: January 24, 2001
4. Place of birth: Tuyen Quang
5. Decision No. 5626/QD-XHNV dated December 29, 2023, of the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi, recognizing the student.
6. Changes in the training process:
The training period is extended according to Decision No. 9028/QD-XHNV dated December 23, 2025 and Decision No. 3371/QD-XHNV dated June 25, 2026 of the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.
7. Thesis title: Research on the consumer behavior of domestic tourists visiting Ha Giang.
8. Major: Tourism Code: 8810101.01
9. Scientific supervisor:
Dr. Bui Cam Phuong, Faculty of Tourism, Thang Long University
Dr. Nguyen Ngoc Dung, Faculty of Tourism Studies, University of Social Sciences and Humanities, Vietnam National University, Hanoi
10. Summary of the thesis results:
This thesis clarifies the current state of consumer behavior among domestic tourists visiting Ha Giang and identifies factors influencing their consumption behavior at the destination. The research results show that consumer behavior is influenced by many factors related to the tourists themselves, service provision activities, and destination characteristics. Among these, destination characteristics are the most prominent influencing factor; followed by advertising, travel motivation, reference groups, tourism consumer attitudes, and tourism products and services. Price and payment methods have an inverse impact, while tourism consumption experience does not show a clear influence on consumer behavior.
A notable finding of this thesis is the inclusion of the Destination Characteristics factor in the research model, and analysis shows that this factor plays the most prominent role in the consumption behavior of domestic tourists in Ha Giang. This result indicates that the values of natural landscapes, culture, people, and service conditions at the destination play a crucial role in the selection, use of products and services, and participation in experiential activities by tourists. Based on this, the thesis proposes several management implications for state tourism management agencies, businesses, tourism establishments, and local communities, focusing on preserving and promoting the unique values of the destination, improving the effectiveness of promotion, enhancing the quality of products and services, increasing price transparency, and diversifying payment methods.
11. Practical applications:
The research findings can be used as a reference for state tourism management agencies, tourism businesses and establishments, as well as local communities in developing and improving the quality of tourism activities in Ha Giang. Specifically, the research results support the orientation of preserving and promoting the unique values of the destination; improving products, services and customer service conditions; enhancing the effectiveness of promotion and communication; increasing price transparency and diversifying payment methods. At the same time, businesses can refer to the research results to adjust products, services and marketing activities to better suit the needs and consumption behavior of domestic tourists.
12. Future research directions:
Further studies could expand the survey time and scope, diversify the research sample, and broaden the target group to include international tourists to compare differences in consumer behavior among different groups. Additionally, factors such as experience quality, satisfaction, perceived value, destination engagement level, or the role of technology could be added to enhance the model's explanatory power; and specific indicators of spending level, type, and frequency of service use could be incorporated to better reflect actual consumer behavior. The research model could also be tested in mountainous destinations or areas with similar characteristics to increase the generalizability of the results.
13. Published works related to the thesis:
Truong Thi May, Nguyen Ngoc Dung, Bui Cam Phuong (2026), Factors affecting the consumption behavior of domestic tourists visiting Ha Giang,Economics and Finance MagazineIssue 1, March 2026 (No. 16), pp. 197-200, ISSN: 3093-3390.
INFORMATION ON MASTER'S THESIS
1. Full name: Truong Thi May 2. Sex: Female
3. Date of birth: January 24, 2001 4. Place of birth: Tuyen Quang
5. Admission decision number: 5626/QD-XHNV Dated December 29, 2023, issued by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi
6. Changes in academic process:
The thesis has been extended based on Decision No. 9028/QD-XHNV dated December 23, 2025, and Decision No. 3371/QD-XHNV dated June 25, 2026, signed by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi
7. Official thesis title: A study on domestic tourists' consumption behavior in Ha Giang
8. Major: Tourism 9. Code: 8810101.01
10. Supervisors:
Dr. Bui Cam Phuong, Faculty of Tourism, Thang Long University
Dr. Nguyen Ngoc Dung, Faculty of Tourism Studies, University of Social Sciences and Humanities, Vietnam National University, Hanoi
11. Summary of the findings of the thesis:
The thesis examines the current state of domestic tourists' consumption behavior in Ha Giang and identifies the factors affecting their consumption behavior at the destination. The findings show that consumption behavior is influenced by various factors related to tourists themselves, tourism service provision, and destination characteristics. Among these factors, Destination Characteristics exerts the strongest influence, followed by Advertising, Travel Motivation, Reference Groups, Attitude toward Tourism Consumption, and Tourism Products and Services. Price and Payment Methods have a negative effect on consumption behavior, while Tourism Consumption Experience does not show a clear effect.
A notable contribution of the thesis is the inclusion of Destination Characteristics in the research model. The empirical results indicate that this factor plays the most prominent role in shaping domestic tourists' consumption behavior in Ha Giang. This finding highlights the importance of natural landscapes, local culture, local people, and service conditions at the destination in tourists' selection and use of tourism products and services, as well as their participation in experiential activities. Based on these findings, the thesis proposes several practical implications for state tourism authorities, tourism enterprises and service providers, and local communities, focusing on preserving and promoting the distinctive values of the destination, enhancing the effectiveness of tourism promotion, improving the quality of tourism products and services, increasing price transparency, and diversifying payment methods.
12. Practical applicability:
The research findings can serve as a reference for state tourism authorities, tourism enterprises and service providers, as well as local communities in developing and improving the quality of tourism activities in Ha Giang. specifically, the findings can support efforts to preserve and promote the distinctive values of the destination; improve tourism products, services, and service conditions for tourists; enhance the effectiveness of tourism promotion and communication; increase price transparency; and diversify payment methods. In addition, tourism enterprises may use the findings as a basis for adjusting their products, services, and marketing activities to better align with the needs and consumption behavior of domestic tourists.
13. Further research directions:
Future research may expand the survey period and geographical scope, diversify the research sample, and include international tourists in order to compare differences in consumption behavior across tourist groups. In addition, other factors such as experience quality, satisfaction, perceived value, destination attachment, and the role of technology may be incorporated to improve the explanatory power of the research model. More specific indicators, including expenditure levels, types of services used, and frequency of service use, may also be included to provide a clearer picture of actual consumption behavior. The research model may further be tested in other mountainous destinations or areas with similar characteristics to enhance the generalizability of the findings.
14. Thesis-related publications:
Truong Thi May, Nguyen Ngoc Dung, Bui Cam Phuong (2026), Determinants of Domestic Tourists' Consumption Behavior in Ha Giang,Vietnam Economic & Financial Review, Issue 1, March 2026 (No. 16), pp. 197-200,ISSN: 3093-3390.
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