1. Student's full name: Vu Thi Phuong
2. Gender: Female
3. Date of birth: August 14, 1987
4. Place of birth: Thai Nguyen
5. Decision number for student admission:Decision No. 2705/2020/QD-XHNV dated December 24, 2020By the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi.
6. Changes in the training process: None
7. Thesis title: “Assessing the image of Ba Be Lake as a tourist destination for domestic tourists”.
8. Major: Tourism;
9. Code: 8810101.01
10. Scientific supervisor: Assoc. Prof. Dr. Tran Thi Minh Hoa – Head of the Faculty of Economics and Business, Phenikaa University.
11. Summary of the thesis results:
This study aims to redefine the constituent elements of the Ba Be Lake destination image. It investigates the assessments of domestic tourists regarding these elements, both specifically and generally, the overall destination image.
This study provides an overview of the theoretical basis of tourist destination image and its assessment; an overview of the resources, current status, and development directions for tourism at Ba Be Lake. Using a qualitative research method with an unstructured questionnaire, the study identified 17 attributes mentioned by at least 10% of domestic tourists. Combining the qualitative research results with expert opinions, a destination image assessment scale was identified, comprising 8 components with 30 attributes. These include 26 independent variables representing the cognitive, emotional, and unique attributes of the destination image; and 4 dependent variables representing the attributes of the overall destination image. From 392 domestic tourist survey samples, quantitative analysis (using SPSS 23 software) redefined the assessment scale, consisting of 7 factors (25 variables), of which 6 independent factors (21 variables) have a positive impact on the dependent factor (4 variables). The study included: Natural attractiveness (5 variables), Cultural attractiveness (2 variables), Tourism and entertainment characteristics (4 variables), Infrastructure and technical facilities (4 variables), Destination atmosphere (4 variables), Accessibility and price (2 variables). The order of impact from strongest to weakest of the independent variables on the dependent variable is: Natural attractiveness > Cultural attractiveness > Tourism and recreation > Entertainment and recreation > Atmosphere > Technical facilities. 22 out of 25 attributes constituting the destination image were rated positively, and 3 out of 25 attributes were rated negatively. The overall image of Ba Be Lake as a destination was rated positively. Destination image ratings showed statistically significant differences between age groups and number of visits. The study also provided recommendations to improve and enhance the image of Ba Be Lake as a tourist destination for domestic tourists.
12. Practical applications:
The results of this study are of significant importance to tourism managers in Bac Kan province in general and Ba Be Lake in particular in guiding, building, and improving the destination's image, and also serve as a basis for implementing marketing strategies for Ba Be Lake. It also serves as a reference for other localities with similar characteristics in improving and developing their tourism destination image.
13. Further research directions: Assessing the loyalty and intention of domestic tourists to return to Ba Be Lake as a tourist destination.
14. The published works related to the thesis are:
- Article: Assessing the image of Ba Be Lake as a tourist destination among domestic tourists, Journal of Science and Technology, Thai Nguyen University (peer review completed, expected to be published in June 2022).
INFORMATION ON MASTER'S THESIS
1. Full name: Vu Thi Phuong
2. Sex: Female
3. Date of birth: August 14th, 1987
4. Place of birth: Thai Nguyen Province
5. Admission decision number:2705/2020/QD-XHNV; Dated: December 24th, 2020by the Rector of the University of Social Sciences and Humanities, Hanoi National University, Vietnam.
6. Changes in academic process: NO
7. Official thesis title: “Evaluate the image of Ba Be lake tourist destination of domestic tourists”
8. Major: Tourism
9. Code: 8810101.01
10. Supervisors: Assoc. Prof. PhD. Tran Thi Minh Hoa – Dean of the Faculty of Economics and Business, Phenikaa University.
11. Summary of the findings of the thesis:
The study was carried out to redefine the elements constituting the image of Ba Be lake destination. Find out the evaluation of domestic tourists with the elements that make up the destination image in particular and the overall destination image in general. The topic has reviewed the theoretical basis of the image of the tourist destination and evaluated the image of the tourist destination; overview of resources, current status and orientations in tourism development of Ba Be lake destination. Through qualitative research method with unstructured questionnaire, the topic identified 17 attributes mentioned by at least 10% of domestic tourists. Combining qualitative research results with expert opinions, identifying a destination image rating scale consisting of 8 components with 30 attributes. In which, there are 26 independent variables which are the cognitive, emotional and unique attributes of the destination image; the four dependent variables are attributes of the overall destination image. Quantitative analysis results of 392 domestic tourists survey samples (using SPSS 23 software) have redefined the rating scale with 7 factors (25 variables), of which 6 independent factors (21 variables) have the same impact with dependent factors (4 variables). Including: Natural attractiveness (5 variables), Cultural attractiveness (2 variables), Tourism and entertainment characteristics (4 variables), Infrastructure and technical materials (4 variables), Destination atmosphere (4 variables), Accessibility and price (2 variables). The order of influence from the strongest to the weakest of the independent variables on the dependent variable is: HDTN > HDVH > DLGT > TCGC > BKK > HTKT. There are 22/25 attributes constituting the destination image that are rated positively, 3/25 are rated negatively. The overall image of Ba Be lake destination is positively evaluated. There is a significant significant difference between the groups by age and number of visits to the destination. The topic also made recommendations to improve and enhance the image of Ba Be Lake tourist destination for domestic tourists.
12. Practical applicability, if any:
The results of the study have important implications for tourism managers in Bac Kan in general and Ba Be in particular in orienting, building, and improving the destination's image, as well as being the basis for implementing destination marketing strategies Ba Be lake. This is also a reference for other localities with similar characteristics in improving and developing the image of a tourist destination.
13. Further research directions, if any: Evaluation of loyalty, intention to return to Ba Be lake tourist destination of domestic tourists.
14. Thesis-related publications:
- Article: “Evaluate the image of ba be lake tourist destination of domestic tourists”, TNU Journal of Science and Technology (expected to be published in June 2022).
