Hue University Journal of Science: Economics and Development

Brand equity of e-newspapers in Vietnam: from brand satisfaction to brand loyalty

Nguyen Hong Quan — 2024-06-28

The study analyzes the intricate relationship between Brand Awareness, Brand Trust, Perceived Value, Brand Satisfaction, and Brand Loyalty in the context of e-newspaper brands in Vietnam. Data was collected in both face-to-face and online forms from 303 e-readers of the most popular e-newspapers nowadays, as follows: VnExpress, Dantri, VietNamNet, Tuoi Tre, and Thanh Nien. Collected data are filtered, processed, and analyzed by the PLS-SEM structural model using the SmartPLS tool. The research results have provided an empirical basis for the positive impact of factors influencing brand loyalty and the mediating role of brand satisfaction in the context of e-newspaper brands in Vietnam, thereby contributing enormously to the theoretical basis of the brand equity model.

Shopping behavior of domestic tourists when visiting Hue regarding local specialties and souvenirs

Tran Thi Ngoc Lien — 2024-06-28

Research on the shopping behavior of tourists towards local specialties and souvenirs has always been a topic of practical significance for the local tourism industry. This study is conducted based on data collected through a structured questionnaire with 200 domestic tourists visiting Hue. The results of the study have revealed the characteristics of shopping behavior as well as determined the level of influence of various factors on the purchasing decisions of domestic tourists for local specialties and souvenirs in Hue. In descending order, the following factors have been found to have an impact on the visitor’s behavior: (1) distribution, (2) product, (3) price, (4) emotional value, and (5) reference group.

Response strategy of Thua Thien Hue hotel businesses in crisis management: A case study of the COVID-19

Nguyen Thi Minh Nghia — 2024-06-28

Health measures amid the COVID-19 pandemic, such as travel restrictions and quarantines, cause severe difficulties for the tourism and hospitality industries. This requires emergency response strategies to help hotel businesses respond and recover from the negative impacts of the crisis. Based on the theoretical framework of pandemic crisis management, this study explores response strategies in crisis management of hotel businesses in Thua Thien Hue Province in the context of the COVID-19 pandemic. Qualitative data was collected through semi-structured in-depth interviews with 15 hotel managers, and then thematic analysis explored the hotels' coping strategies, including (1) savings and survival strategies, (2) “hibernation” or service transformation strategies, and (3) recovery and innovation strategies. This study is significant because it is the first empirical study to explore the response strategies of hotel businesses based on a pandemic crisis management framework, which may be useful for hotel managers planning for the next crisis.

Factors influencing online booking decisions by tourists on Booking.com at 4-star hotels in Hue City

Vo Thi Ngan — 2024-06-28

This study aims to identify the factors influencing tourists' online booking decisions on Booking.com at 4-star hotels in Hue City and evaluate the importance of these factors. Data was collected from direct surveys of 175 domestic tourists who booked rooms at 4-star hotels in Hue City via Booking.com. A multiple regression model was used to analyze the factors affecting tourists' online booking decisions. The results indicate that booking decisions are influenced by six factors, including: products and services, pricing - promotions - other benefits, hotel images and information provided, change and cancellation policies, payment, and online reviews. Themost important factor influencing customers' booking decisions is online reviews. Consequently, several recommendations are proposed to assist 4-star hotels in Hue City in enhancing and developing their online business on Booking.com.

The impact of CEO traits on firms' risk-taking: A case study of listed companies in Vietnam

Nguyen Ho Phuong Thao — 2024-06-28

The study examines the impact of Chief Executive Officer (CEO) traits on firms' risk-taking. Unique data was collected manually from annual reports of non-financial firms listed on the Vietnamese stock exchange for the period 2010-2020 and analyzed through different estimation techniques to determine the appropriateness of the results. The findings reveal a significant association between CEO traits and firms' risk-taking. Specifically, CEO experience has a positive effect, while age has a negative influence on firms’ risk-taking. Besides, female CEOs are significantly more risk-averse than their male counterparts. However, there is not enough evidence to conclude that the education level of the CEO affects risk acceptance. Finally, the study provides reliable empirical evidence for companies in selecting CEOs to minimize agency problems and ensure the interests of shareholders; at once, it serves as a guide for investors to make appropriate decisions.

A study on the unethical behavior of accountants in Vietnam

Do Thi Hong Can — 2024-06-28

This study examines the effects of professional ethical standards (an external organizational factor) and organizational ethical pressure (an internal organizational factor) on the unethical behavior of accountants in Vietnam. In addition, common-good human resource management is investigated as the intermediate factor between organizational ethical pressure and the unethical behavior of accountants. With a sample size of 152 accountants, the regression model‘s findings show that professional ethical standards have a negative effect on unethical behavior. Moreover, organizational ethical pressure has a negative impact on common-good human resource management. Common-good human resource management is also a mediator in the relationship between organizational ethical pressure and professional unethical behavior. This research’s results provide some managerial practices for promoting accountants’ professional ethics.

Students’ experience with higher education: A case study of the University of Economics, Hue University

Ho Thi Huong Lan — 2024-06-28

This study aims to analyze students' experiences in higher education at the University of Economics, Hue University. Through a survey of 148 graduate students and the use of descriptive statistical techniques, the research findings provided insight into the experiences of students at three distinct stages of their university journey: prior to admission, throughout their studies, and post-graduation. The results indicated that, while some experiences were not particularly valued, students generally had positive opinions of university activities corresponding with each phase. The study also made managerial recommendations for improving future student experiences in terms of higher education.

Influence factors on the intention to use technology for compliance with business process among employees at the Vietnam Joint Stock Commercial Bank for Industry and Trade branches in Thua Thien Hue

Ha Ngoc Long — 2024-06-28

Compliance with business processes is crucial for the sustainable development of the financial market. Implementing business process compliance management (BPCM) solutions is essential for enhancing competitiveness and ensuring transparency in management. This study examines the factors influencing the intention to use the BPCM system at VietinBank branches in Thua Thien Hue, based on an extended technology acceptance model (TAM). The factors include perceived usefulness, perceived ease of use, innovativeness, and perceived risk. Data collected from bank employees were analyzed using descriptive statistics, Cronbach's alpha, exploratory factor analysis (EFA), and regression analysis. The results show that perceived usefulness and ease of use positively impact the intention to use BPCM, while perceived risk negatively impacts it. Notably, innovativeness is the most significant factor in determining usage intention.

Impact of technology attributes on tourists' smart tourism experience: a literature review

Huynh Diep Tram Anh — 2024-06-28

This research provides a systematic overview of the development of smart tourism technology. The findings reveal a burgeoning research interest in this domain in developed countries; studies have explored diverse themes, including smart tourism destination research, smart tourism ecosystems, technology applications across tourism sectors, and tourist behaviour in the context of smart tourism experiences. Synthesised research emphasizes the primary attributes of smart tourism technology: information, accessibility, interactivity, personalisation, and security in enhancing tourist experiences. Key characteristics of smart tourism experiences, distinct from traditional experiences, include: aesthetics, virtual or augmented reality presence, usefulness, usability, hedonic experiences, traveller enjoyment, traveller confidence benefits, and learning ability. The statement highlights the importance of research findings in shaping future research directions, particularly in the context of smart tourism and emerging countries.