Understanding tourist behavior towards green hotels in Vietnam : case study: Hotel Vietnam
Le, Thao Thu (2019)
Pro gradu -tutkielma
2019
School of Business and Management, Kauppatieteet
Kaikki oikeudet pidätetään.
Julkaisun pysyvä osoite on
http://urn.fi/URN:NBN:fi-fe2019120445596
http://urn.fi/URN:NBN:fi-fe2019120445596
Tiivistelmä
The purpose of this master thesis is to understand how consumers view on sustainable practices in the hospitality industry, mainly green hotels in Asia. The research focuses on green hotels in Vietnam. I am going to do research to study the drivers to stimulate Vietnamese tourists to choose green hotels. The structure the thesis starts from the purpose as to study the drivers to stimulate Vietnamese tourists to choose green hotels; to Research Background and Context which also shows the main Research Question. After that, I mention about Research method as quantitative method with 2 main methods as Exploratory Factor Analysis and Linear Regression. In the end of the thesis, I discussed the Research Findings after the analysis and discuss finally about the conclusion about hospitality in Vietnam and in Asia.
I adopt a theoretical framework that includes the integration of three main theories and concepts: the Theory of Planned Behavior, Green Consumption and Green Hospitality. I focus on the literature of behavioral and attitudes, including cognition (beliefs), affects (feelings) and overall image (a combination of cognition and affects). Cognition represents consumers’ beliefs and knowledges about the object, whereas affect refers to their emotional response (feeling, moods) towards the object.
In order to support the answers of the main research question, I built a research framework based on 3 theories and the model concept.
The research methods is based on a quantitative method, using factor analysis and linear regression. The empirical research design is based on a survey methodology. I gather data based on a survey consisting of 10 questions delivered to Vietnamese tourists who have stayed in Hotel Vietnam during 2018, which is considered one of the greenest hotels in Vietnam, according to Trip Advisor. 10 questions range from tourists’ socio-economic status, hotels’ value attribute and quality attribute, tourists’ own feelings towards green hotels and tourists’ perceptions on green hotels.
Using factor analysis and linear regression as two main statistics methodologies, I analyze three hypotheses. The results came out as strongly positive. Some of the socio-economic status, hotels’ attributes and individual feelings of the tourists influence greatly on tourists’ overall image about green hotels.
I adopt a theoretical framework that includes the integration of three main theories and concepts: the Theory of Planned Behavior, Green Consumption and Green Hospitality. I focus on the literature of behavioral and attitudes, including cognition (beliefs), affects (feelings) and overall image (a combination of cognition and affects). Cognition represents consumers’ beliefs and knowledges about the object, whereas affect refers to their emotional response (feeling, moods) towards the object.
In order to support the answers of the main research question, I built a research framework based on 3 theories and the model concept.
The research methods is based on a quantitative method, using factor analysis and linear regression. The empirical research design is based on a survey methodology. I gather data based on a survey consisting of 10 questions delivered to Vietnamese tourists who have stayed in Hotel Vietnam during 2018, which is considered one of the greenest hotels in Vietnam, according to Trip Advisor. 10 questions range from tourists’ socio-economic status, hotels’ value attribute and quality attribute, tourists’ own feelings towards green hotels and tourists’ perceptions on green hotels.
Using factor analysis and linear regression as two main statistics methodologies, I analyze three hypotheses. The results came out as strongly positive. Some of the socio-economic status, hotels’ attributes and individual feelings of the tourists influence greatly on tourists’ overall image about green hotels.