INFORMATION ABOUT THE MASTER'S THESIS
1. Student's full name: DOAN THI HOANG ANH
2. Gender: Female
3. Date of birth: March 21, 1994
4. Place of birth: Ninh Binh
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 has been extended according to Decision No. 9028/QD-XHNV dated December 23, 2025, of the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.
7. Thesis title: Research on tourism product development in Moc Chau National Tourist Area, Son La province
8. Major: Tourism; Code: 8810101.01
9. Scientific supervisor:
Assoc. Prof. Dr. Nguyen Pham Hung, Faculty of Tourism Studies, University of Social Sciences and Humanities, Vietnam National University, Hanoi.
Dr. Nguyen Quang Anh, Faculty of Tourism Studies, University of Social Sciences and Humanities, Vietnam National University, Hanoi.
10. Summary of the thesis results:
This thesis studies the development of tourism products in the Moc Chau National Tourist Area, Son La province, based on a combination of theoretical research and practical surveys. The research focuses on evaluating the current state of the existing tourism product system, analyzing factors influencing the development of tourism products, and proposing solutions and recommendations to improve the quality, attractiveness, and competitiveness of the destination in the coming period. From a theoretical perspective, the thesis systematizes the scientific basis related to tourism products, tourism product development, factors affecting tourism product development, and applies this to the context of a national tourist area.
Practical research results show that Moc Chau National Tourist Area possesses unique natural and cultural tourism resources, creating a favorable foundation for the development of eco-tourism, agricultural tourism, community-based tourism, cultural tourism, resort tourism, and thematic tourism products. The local tourism product system has gradually been formed and developed in a more diverse direction, contributing to enhancing the image and attractiveness of the destination. However, the development process still reveals some limitations such as the lack of distinctiveness in the products, limited linkages between stakeholders, insufficient variety of supporting products, uneven quality of human resources, and promotional activities and the application of digital technology not commensurate with the development potential of the national tourist area.
Qualitative research conducted through interviews with experts, managers, and tourism businesses has clarified key issues in the development of tourism products in Moc Chau, including the need for product diversification, the creation of distinctive products with brand recognition, strengthening tourism development linkages, improving service quality, and perfecting supporting policies and mechanisms. Quantitative research conducted through tourist surveys shows that factors such as tourism resources, infrastructure and technical facilities, human resources, market demand, promotional activities, policies and mechanisms, and development linkages all influence the development of tourism products at the destination to varying degrees.
Based on the research findings, this thesis proposes a relatively comprehensive system of solutions to develop tourism products in the Moc Chau National Tourist Area in a way that is high-quality, distinctive, and sustainable. The solutions focus on product diversification, developing unique products, improving the quality of supporting services, perfecting tourism infrastructure, developing human resources, strengthening regional linkages, protecting resources, promoting digital transformation, and improving policies and mechanisms to support tourism development.
11. Practical applications:
The research findings of this thesis are valuable for reference and have direct applicability in the practical management, investment, and development of tourism in the Moc Chau National Tourist Area. The assessment of the current state of tourism products, market demand, and factors influencing tourism product development can be used as a scientific basis for building strategies, plans, and programs for local tourism development in the next phase.
The solutions proposed in this thesis can support state management agencies, the Moc Chau National Tourist Area Management Board, tourism businesses, and local communities in improving the tourism product system, enhancing service quality, developing unique products, building destination brands, and strengthening competitiveness in the market. At the same time, the research results contribute to guiding the effective exploitation of natural and cultural tourism resources in line with the goal of sustainable tourism development, ensuring a balance between economic growth, resource conservation, and improving the lives of local communities.
In addition to its practical significance for Moc Chau, this thesis can also be used as a reference for localities with similar development conditions, especially national tourist areas and tourist destinations in the midland and mountainous regions that are in the process of building and perfecting their unique tourism product systems.
12. Future research directions:
Although the research objectives were achieved, the scope of this thesis mainly focused on Moc Chau National Tourist Area and assessed the factors influencing tourism product development in the current context. Therefore, further research could expand the scope to include a comparison between Moc Chau and other national tourist areas to clarify the unique characteristics of the destination and identify effective tourism product development models suitable for the conditions of the midland and mountainous regions.
Another research direction is to continue in-depth analysis of the role of digital transformation, artificial intelligence, the sharing economy, and technology platforms in the development of tourism products, destination management, and enhancing visitor experience. Research into the impact of new tourism trends such as green tourism, wellness tourism, high-tech agricultural tourism, and community-based experiential tourism will also contribute to supplementing the scientific basis for building high-value-added tourism products in Moc Chau in the future.
Furthermore, further research could develop and test more in-depth quantitative models of factors influencing tourism product development, satisfaction, loyalty, and return intentions of tourists. The research results will contribute to refining the theoretical and practical basis for the sustainable development of tourism products in Moc Chau National Tourist Area, aligning with the development trends of the tourism industry in the new era.
13. Published works related to the thesis:
Doan Thi Hoang Anh, Le Anh Tuan (2025). Developing tourism products based on traditional cultural values in Moc Chau (Son La). Journal of Culture and Arts, March 2025 issue.
INFORMATION ON MASTER'S THESIS
1. Full name: DOAN THI HOANG ANH
2. Sex: Female
3. Date of birth: 21/03/1994
4. Place of birth: NINH BINH
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 training duration has been extended including to Decision No. 9028/QD-XHNV dated December 23, 2025, issued by the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.
7. Official thesis title: Research on Tourism Product Development at Moc Chau National Tourist Area, Son La Province
8. Major: Tourism; Code: 8810101.01
9. Supervisors:
Assoc. Prof. Dr. Nguyen Pham Hung, Faculty of Tourism Studies, University of Social Sciences and Humanities, Vietnam National University, Hanoi.
Dr. Nguyen Quang Anh, Faculty of Tourism Studies, University of Social Sciences and Humanities, Vietnam National University, Hanoi.
10. Summary of the thesis results:
The thesis examines tourism product development at Moc Chau National Tourist Area, Son La Province, through a combination of theoretical research and empirical investigation. The study focuses on assessing the current status of the existing tourism product system, analyzing the factors involving the tourism product development process, and suggesting solutions and recommendations to enhance the quality, attractiveness, and competitiveness of the destination in the coming period. From a theoretical perspective, the thesis systematizes the scientific foundations related to tourism products, tourism product development, and the factors affecting tourism product development, and applies them within the context of a national tourist area.
The empirical findings indicate that Moc Chau National Tourist Area possesses distinctive natural and cultural tourism resources, providing a favorable foundation for the development of ecotourism, agricultural tourism, community-based tourism, cultural tourism, resort tourism, and special-interest tourism products. The local tourism product system has gradually been established and diversified, contributing to enhancing the image and attractiveness of the destination. Nevertheless, the development process still reveals several limitations, including the lack of distinctiveness of tourism products, limited linkages among stakeholders, a lack of diversity in supporting products and services, uneven quality of tourism human resources, and tourism promotion and digital technology application that have yet to match the development potential of the national tourist area.
The qualitative research results, obtained through interviews with experts, managers, and tourism enterprises, clarify key issues in tourism product development in Moc Chau, including the need for product diversification, the development of distinctive products with strong brand recognition, the strengthening of tourism development linkages, the improvement of service quality, and the enhancement of supporting policy mechanisms. The quantitative research results, based on surveys of tourists, indicate that factors such as tourism resources, infrastructure and technical facilities, human resources, market demand, promotional activities, policy mechanisms, and development linkages all influence tourism product development at the destination to varying degrees.
Based on the research findings, the thesis proposes a relatively comprehensive system of solutions aimed at developing tourism products at Moc Chau National Tourist Area in a high-quality, distinctive, and sustainable manner. These solutions focus on product diversification, the development of distinctive tourism products, the enhancement of supporting services, the improvement of tourism infrastructure, the development of tourism human resources, the strengthening of regional linkages, the protection of tourism resources, the promotion of digital transformation, and the improvement of policy mechanisms supporting tourism development.
11. Practical application potential:
The findings of the thesis provide valuable reference materials and have direct applicability to tourism management, investment, and development practices at Moc Chau National Tourist Area. The assessment of the current status of tourism products, market demand, and the factors affecting tourism product development can serve as a scientific basis for formulating tourism development strategies, plans, and policies for the locality in the next stage.
The solutions proposed in the thesis can support government agencies, the Management Board of Moc Chau National Tourist Area, strengthening tourism enterprises, and local communities in improving the tourism product system, enhancing service quality, developing distinctive tourism products, destination branding, and increasing market competitiveness. At the same time, the research findings contribute to guiding the effective utilization of natural and indigenous cultural tourism resources in line with sustainable tourism development objectives, ensuring a balance between economic growth, resource conservation, and the improvement of local residents' livelihoods.
Beyond its practical significance for Moc Chau, the thesis may also serve as a useful reference for localities with similar development conditions, particularly national tourist areas and tourism destinations in mountainous and midland regions that are in the process of developing and refining their distinctive tourism product systems.
12. Future research directions:
Although the thesis has achieved its proposed research objectives, its scope mainly focuses on Moc Chau National Tourist Area and the assessment of factors affecting tourism product development in the current context. Therefore, future studies may broaden the scope by conducted comparative analyzes between Moc Chau and other national tourist areas in order to clarify the unique characteristics of the destination and identify effective tourism product development models suitable for mountainous and midland regions.
Another potential research direction is to further examine the role of digital transformation, artificial intelligence, the sharing economy, and technology platforms in tourism product development, destination management, and the enhancement of tourist experiences. Research on the impacts of emerging tourism trends such as green tourism, wellness tourism, high-tech agricultural tourism, and community-based experiential tourism will also contribute to strengthening the scientific basis for developing high value-added tourism products in Moc Chau in the future.
In addition, future studies may develop and test more advanced quantitative models regarding factors affecting tourism product development, tourist satisfaction, loyalty, and revisit intentions. The findings of such studies would contribute to enriching both the theoretical and practical foundations for tourism product development at Moc Chau National Tourist Area in a sustainable manner and in line with the evolving trends of the tourism industry in the new era.
13. Thesis-related publications:
Doan Thi Hoang Anh, Le Anh Tuan (2025). Development of Tourism Products Based on Traditional Cultural Values in Moc Chau (Son La). Journal of Culture and Arts, March 2025 Issue.
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