Hue University Journal of Science: Economics and Development

FACTORS AFFECTING DINERS' MOTIVATION TO SHARE STREET FOOD EXPERIENCES IN HO CHI MINH CITY

Bui Xuan Thang — 2025-10-22

This study was conducted with the aim of investigating the factors affecting the motivation of diners to share their street food experiences in Ho Chi Minh City. Five factors were considered, of which four were related to the culinary environment (food quality, service quality, physical environment quality, and price perception) and one factor related to the individual diner (personal preference). From 190 valid survey samples analyzed using SPSS 26.0 software, the results showed that all five factors affected the motivation of diners to share their street food experiences. This is an important basis for tourism businesses in general and street food businesses in Ho Chi Minh City in particular to develop appropriate business strategies to encourage customers to share positive experiences. Thereby, not only spreading the values of street food but also contributing to enhancing the competitive advantage of Ho Chi Minh City as a destination in the tourism industry.

FACTORS AFFECTING THE QUALITY OF HUMAN RESOURCES IN COLLEGES

Ai Nhan Nguyen — 2025-12-23

Improving the quality of human resources in organizations in general and colleges in particular is extremely necessary in the current context. This article aims to explore the factors affecting the quality of human resources, with a focus on lecturers in colleges. Based on a survey of 364 lecturers from colleges in the South Central region, the study conducted exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modeling (SEM) to analyze the data. The research results show that three important factors affect the quality of human resources in colleges in the South Central region through enhanced trust and perceived task significance amongst lecturers, including the working environment, learning and knowledge-sharing culture, and reward and incentive policies of the school. Based on the research results, some managerial implications have been proposed to improve the quality of human resources at colleges in the South Central region.

FACTORS AFFECTING THE MAINTENANCE OF ORGANIC RICE PRODUCTION CONTRACTS: A CASE STUDY OF TWO COOPERATIVES IN THUA THIEN HUE

Huynh Bao Chau Tran — 2026-01-19

This study focuses on identifying the factors affecting the maintenance of organic rice production contracts through examining a case study of two cooperatives, An Lo and Phu My 1, in Thua Thien Hue province. The production model in An Lo is based on a centralized cooperative coordination approach, while it is based on peer monitoring and the voluntary participation of Participatory Guarantee System (PGS) members in Phu My 1. A mixed method was used, based on earlier research findings in An Lo, 14 in-depth interviews with farmers taking part in Phu My 1, and two group interviews in each cooperative. The findings indicate that the two models differ significantly in terms of quality monitoring, production space, and farmer mobilization strategies. The voluntary participation model typically yields more reliable earnings because of using family labor and optimizing costs. One of the most important elements in maintaining contracts is economic efficiency, but sustainability is only enhanced when there is a strong enough institutional foundation and production organization mechanism to promote trust and boost farmer participation and engagement.

APPLICATION OF THE FUZZY ANALYTIC HIERARCHY PROCESS TO EVALUATE THE IMPORTANCE OF DIGITAL MARKETING COMPONENTS: EVIDENCE FROM THE HOTEL SECTOR

Tong Viet Bao Hoang — 2025-12-10

Digital Marketing plays a critical role in brand building, customer acquisition, and service experience enhancement in the highly competitive tourism and hospitality industry, particularly in the premium segment of five-star hotels. Affluent customers often have elevated expectations, requiring personalized interactions and seamless engagement across multiple online platforms. Consequently, identifying and prioritizing the most effective Digital Marketing components has become a critical managerial challenge. This study employs the fuzzy analytical hierarchy process (FAHP), a robust multi-criteria decision-making tool capable of handling uncertainty and vagueness in expert evaluations. Applying FAHP, the study quantitatively assesses the relative importance of Digital Marketing components in the five-star hotel context and develops a systematic and rigorous analytical framework. The findings provide empirical evidence supporting hotel managers in strategic planning, marketing resource allocation, and strengthening competitive advantage. Furthermore, the study contributes methodologically by extending the application of FAHP to the hospitality and tourism sector.

IMPACT OF SERVICE QUALITY OF VNPT’S ONESME E-COMMERCE PLATFORM ON CUSTOMER SATISFACTION: EMPIRICAL EVIDENCE FROM A LUOI, HUE CITY

Phan Thanh Hoan — 2026-01-26

This study aims to analyze the factors influencing customer satisfaction with VNPT’s oneSME platform, based on survey data collected from 193 customers in A Luoi, Hue City. A quantitative research design was employed, utilizing structured questionnaires and data analysis through reliability testing (Cronbach’s Alpha), exploratory factor analysis (EFA), and multiple linear regression. The results indicate that nine factors positively impact customer satisfaction, with empathy, system availability, and innovation emerging as the most influential contributors. The findings suggest that VNPT should prioritize strengthening customer empathy, ensuring technical system stability, and fostering continuous innovation to optimize user experience. These strategic improvements are essential not only for enhancing the competitiveness of the oneSME platform but also for promoting the broader digital transformation process among small and medium enterprises (SMEs) in Vietnam’s evolving digital economy.

THE MEDIATING ROLE OF ORGANIZATIONAL TRUST IN THE RELATIONSHIP BETWEEN ORGANIZATIONAL REPUTATION AND EMPLOYEE GREEN BEHAVIOR IN THE TOURISM INDUSTRY

Ta Hoang Giang — 2025-12-31

This study examines the mediating role of organizational trust in the relationship between organizational reputation and employee green behavior within tourism enterprises located in Xuan Huong Ward, Da Lat City, Lam Dong Province. The research emphasizes the internal psychological mechanisms through which organizational reputation is translated into environmentally responsible employee behavior. Data were collected from 367 valid surveys. The empirical results indicate that organizational reputation exerts a significant direct effect on employee green behavior and an indirect effect through organizational trust, confirming a partial mediation mechanism. In addition, servant-oriented leadership plays a moderating role by strengthening the impact of organizational reputation on organizational trust. The proposed model demonstrates substantial explanatory and predictive power, highlighting the importance of trust-building and leadership practices in fostering sustainable employee behavior in the tourism sector.

CÁC NHÂN TỐ TÁC ĐỘNG ĐẾN Ý ĐỊNH SỬ DỤNG CÔNG CỤ TRÍ TUỆ NHÂN TẠO (AI) TRONG VIỆC HỌC TẬP CỦA SINH VIÊN ĐẠI HỌC HUẾ

Nguyễn Phan Bảo Nhi — 2026-02-25

The objective of this paper is to analyze the factors influencing AI tools’ adoption intention in learning of students at Hue University. The research framework of this study was grounded in the integration of the Theory of Reasoned Action (TRA) and the Theory of Planned Behavior (TPB). To validate the proposed model, an empirical analysis was conducted using Structural Equation Modeling (SEM) based on a dataset of 300 valid samples collected from students at Hue University. The results indicate that there are three primary groups of factors, namely "Social Influence," "Attitudes," and "Perceived Behavioral Control," affecting the "Behavioral Intention." Besides, the "Attitudes" factor is influenced by two independent variables: "Perceived Usefulness" and "Perceived Ease of Use." These two factors directly impact "Attitudes" and, through it, indirectly influence "Behavioral Intention." Based on the results, the study proposes some managerial implications to promote the adoption intention of AI tools in learning among students at Hue University.

DỰ BÁO GIÁ CỔ PHIẾU BẰNG CÁC MÔ HÌNH HỌC SÂU ĐƯỢC TỐI ƯU BẰNG PSO: XÉT TRƯỜNG HỢP MÃ CỔ PHIẾU VCB

Thái Hòa Trần — 2026-03-17

Accurate stock price forecasting is a central challenge in financial prediction and risk management. This study focuses on forecasting the daily closing price of VCB stock listed on the Ho Chi Minh City Stock Exchange (HOSE) by applying three popular recurrent neural network (RNN) architectures—Long Short-Term Memory (LSTM), Gated Recurrent Unit (GRU), and Bidirectional LSTM (BiLSTM). To enhance model performance and reproducibility, we propose a systematic hyperparameter optimization framework based on the Particle Swarm Optimization (PSO) algorithm. The proposed method automatically searches for optimal configurations of key hyperparameters (number of hidden units, dropout rate, learning rate, and batch size), thereby reducing the need for manual trial-and-error tuning. Experimental results demonstrate that PSO-based optimization significantly improves predictive accuracy across all three models, with the GRU architecture consistently outperforming its counterparts both before and after optimization, achieving RMSE = 0.6851 and R² = 0.9693. The study contributes a practical and replicable optimization approach and provides empirical evidence from the Vietnamese stock market, where comparative deep learning research remains limited. These findings carry important practical implications, enabling investors and portfolio managers to design evidence-based trading and risk management strategies that leverage recent advances in artificial intelligence within the field of financial management.

CÁC YẾU TỐ ẢNH HƯỞNG ĐẾN SỰ CHẤP NHẬN ỨNG DỤNG CHUYỂN ĐỔI SỐ VÀO BÁN HÀNG TRỰC TUYẾN TẠI CÁC CƠ SỞ THỦ CÔNG MỸ NGHỆ HUẾ

Phan Văn Hòa — 2026-03-13

The study evaluates the impact of digital transformation on online sales among 90 handicraft producers in Hue, representing three craft groups: bronze casting, paper flowers, and wood carving. Based on the TOE framework, survey data were analyzed using Cronbach’s Alpha, EFA, KMO

Bartlett tests, and multiple regression. The findings indicate that digital transformation generates clear benefits, including market expansion, improved customer reach, and optimized order management. All three TOE factors

Technology, Organization, and Environmen

positively influence the level of digital transformation adoption, with Technology showing the strongest effect. Producers with market-oriented products, younger personnel, and flexible management exhibit higher levels of adoption. The study recommends enhancing digital skills training, improving technology and data infrastructure, fostering linkages among producers, e-commerce platforms, and logistics services, and strengthening local government support to improve the competitiveness of Hue’s handicraft sector.

HÌNH ẢNH ĐIỂM ĐẾN VÀ Ý ĐỊNH HÀNH VI CỦA DU KHÁCH: CẦN KHUNG TIẾP CẬN MỚI?

Thị Nga Tôn — 2026-03-13

Destination image and tourist intention constitute one of the core research themes in tourism studies. By employing a systematic review of the existing literature on the relationship between destination image and tourist intention and the assistance from MAXQDA software, this study successfully synthesizes the foundational body of knowledge in this domain. The findings indicate that destination image plays a critical role in shaping tourists’ behavioral intentions and serves as a powerful competitive instrument for fostering favorable tourist behaviors toward destinations, thereby enhancing destination brand equity. This article proposes a comprehensive conceptual framework of the relationship between destination image and tourists’ behavioral intentions, incorporating empirically validated mediating and moderating factors. The results provide valuable insights for both tourism scholars and practitioners by offering a deeper understanding of the complexity of destination image in influencing tourists’ intentions.

ẢNH HƯỞNG CỦA CÁC YẾU TỐ TỔ CHỨC VÀ CÁ NHÂN ĐẾN Ý ĐỊNH THỰC HIỆN HÀNH VI VI PHẠM ĐẠO ĐỨC NGHỀ NGHIỆP CỦA NHÂN VIÊN KẾ TOÁN TẠI THÀNH PHỐ HUẾ

Ho Thi Thuy Nga — 2026-03-13

This study aims to examine the effects of organizational and individual factors on accountants’ intentions to engage in unethical professional behavior in enterprises located in Hue City. Data were collected from 144 accountants and analyzed using regression models. The results indicate that ethical pressure from supervisors and attitudes toward unethical professional behavior have a positive effect on accountants’ intentions to engage in such behavior, with subjective norms acting as a mediating variable. However, perceived professional ethics do not have a statistically significant impact on the intention to engage in this behavior. Based on these empirical findings, the study proposes several managerial implications to assist organizations in fostering a transparent working environment and strengthening professional ethics education, thereby reducing the risk of unethical behavior among accountants.

ẢNH HƯỞNG CỦA LIVESTREAM ĐẾN HÀNH VI MUA SẮM NGẪU HỨNG TRONG NGÀNH THỜI TRANG: SO SÁNH GIỮA CÁC THẾ HỆ GEN X, Y VÀ Z TẠI VIỆT NAM

Thi Van Le — 2026-03-13

This study examines the effects of livestream commerce environment factors on consumers’ impulse buying behavior in the fashion sector and investigates generational differences among Generation X, Generation Y, and Generation Z using multi-group analysis. Grounded in the Stimulus-Organism-Response framework, the study focuses on key stimuli, including interactivity, entertainment, key opinion leaders, limited-time promotions, livestream timing, and product information quality. Quantitative data were collected from 529 Vietnamese consumers who had previously purchased fashion products via livestream and analyzed using PLS-SEM and multi-group analysis with SmartPLS. The findings indicate that livestream-related factors exert positive effects on impulse buying behavior, the proposed model demonstrates satisfactory explanatory power, and significant generational differences emerge in the magnitude of several effects. Based on these results, the study offers managerial implications to support firms and sellers in optimizing livestream strategies tailored to different generational segments.