Exploring the role of destination image to ecotourism intention

The destination image is a concept created by different supply and demand agents. The balance between what is expected and what is being offered is essential in promoting the destination. Tourism is a social phenomenon based on a positive destination image. The target image is the mental expression held by the individual of the venue, and the delay depends on the information received or the actual visit by the individual. However, tourism research has yet to confirm whether an integrated destination image models applicable in predicting the overall destination image and behavioural of travellers. The purpose of this study is to delineate those criteria by analysing the correlation between destination personality, destination image, and intention to visit while considering the influence of constructive attitudes and emotional values

The theory of planned behavior and food choice questionnaire toward organic food of millennials in Vietnam

Purpose: People have become more aware of environmental issues in their community, which has changed their food choices and how they buy green products, especially organic food. This study aimed to combine the food choice questionnaire (FCQ) and the theory of planned behavior (TPB) to examine the effect of the food choice questionnaire on customers' attitude related to the purchase intention of millennials in Vietnam. Design/methodology/approach: Data is collected from the three most prominent cities in Vietnam with 520 millennial respondents. The data is tested against the research model using structural equation modeling with SMART-PLS 3.2. Findings: The results indicate that the food choice questionnaire significantly affects customers' attitude toward the organic food of millennials in Vietnam. Moreover, the investigation confirmed the theory of planned behavior toward organic food purchasing of millennials in Vietnam. Research limitations/implications: For the limitation, organic food is studied in this investigation exclusively within a certain geographic area. For the academic implication, the contributions of this investigation are that it updates impacts of the food choice questionnaire based on the TPB in the context of millennials' intentions to purchase organic food in Vietnam. This study can enrich the literature on the combination of FCQ and TPB in the study of consumers' choice of organic food products. For the practical implication, businesses will comprehend the significance of the food choice questionnaire for millennials in Vietnam who intend to purchase organic food. For future research, the practitioners can use this study's model to examined in a variety of contexts, such as concerning eco-friendly items. In addition, this model can generally be applied to other food products such as conventional food, safety food, and products in restaurants or food stores. For academicians, the model can extend and develop additional constructs related to personality. For example, combining the big five personality traits, FCQ, and the TPB will further investigate which customer personality influences the intention to purchase food products. Originality/value: Contribute to the extension of TPB with the combination of FCQ and TPB and the study of millennials in Vietnam toward organic food purchasing intention. © 2022 People and Global Business Association.Tomas Bata University in Zlin, TBU: IGA/ FaME/2020/00

The interactive effect of level of education and environmental concern toward organic food in Vietnam

Purpose: As an environmental concern increases, customers pay more attention to purchase organic food. While customers ' purchase intention of organic food has been widely studied, there are lacks of researches regarding the moderation effect of environmental concern and the interactive effect of level of education based on the Theory of Planned Behavior (TPB). This study examines the influence of level of education and environmental concern on purchase intention based on the Theory of Planned Behavior and organic food in Vietnam. Research design, data and methodology: The methodology of mixed methods of qualitative and quantitative is applied with a survey of 420 customers being conducted to collect data from three biggest cities in Vietnam: Ho Chi Minh, DaNang and Hanoi. SPSS 23 and SMART-PLS 3.2 are used for data analysis. Results: The result shows that the customers have more environmental concern which increases their attitude to the intention of purchasing organic food. Moreover, there has not the three-way interactive effect of level of education, environmental concern and attitude on purchase intention toward organic food. Conclusions: This enriches the existing literature with the moderation of environmental concern to the relationship between attitude and purchase intention toward organic food in Vietnam based on the Theory of Planned Behavior. © Korean Distribution Science Association (KODISA)

The theory of planned behavior toward organic food in Vietnam: The moderation of environmental concern

With the increases in environmental concern, customers are more and more pay attention to purchase organic food. Despite purchase intention of customers toward organic food in many nations being commonly studied, there is a lack of research related to the moderation of environmental concern based on the Theory of Planned Behaviour (TPB). In this research, this study investigates the moderation of environmental concerns based on the theory of planned behaviour toward organic food in Vietnam. The methodology of mixed-methods of qualitative and quantitative is applied with a survey of 420 customers being conducted to collect data from three biggest cities in Vietnam: Ho Chi Minh, Da Nang and Ha Noi. The result shows that the customers have more environmental concern which increases their attitude to intention of purchasing organic food. This enriches the existing literature with the moderation of environmental concern to the relationship of attitude and purchase intention toward organic food in Vietnam based on the Theory of Planned Behaviour

Factors influencing the urge to buy impulsively of Vietnamese online buying customers towards Biti’s Hunter sport shoes

Our study investigates the factors that drive Vietnamese online shoppers in Ho Chi Minh City (HCMC) to make impulsive purchases of Biti's Hunter sports shoes (BHS), using the Stimulus-Organism-Response (S-O-R) theory and the Technology Acceptance Model (TAM). Mixed methods are applied: in-depth interviews with ten regular online shoppers and focus group discussions with e-commerce managers for qualitative data collection, and survey techniques to gather quantitative data from 319 online shoppers. Data analysis was performed using SPSS 22.0 and AMOS 22.0. Our findings reveal five factors as a stimulus - visual appeal, website ease of use, product availability, portability, and social influence – and three factors as an organism - instant gratification, impulsiveness, and trust, that lead to the response of urge to buy impulsively. Significant positive effects are found among these constructs, except the relationship between portability and impulsiveness, visual appeal, social influence, trust, instant gratification, and urge to buy impulsively

Determinants of attitudinal and behavioral loyalty among Vietnamese overseas students: the role of disconfirmation, satisfaction and switching cost

International students are important for higher education since they bring additional income for universities, enhance their ranking and reputation and might become high-qualified manpower for host countries in future. This research aims to extend the current knowledge through investigating the effects of disconfirmation, satisfaction and switching cost on attitudinal and behavioural loyalties of international students. A total of 410 Vietnamese overseas students answered our questionnaire survey. Using structural equation model, this study revealed that the mechanism resulting on attitudinal loyalty and behavioural loyalty of international students are different. While satisfaction is found as a partial mediator of the relationship disconfirmation – attitudinal loyalty; switching cost is found as a direct antecedent of behavioural loyalty. This article ends with implications in terms of theory and practice

Conservation, Exploitation And Use Of The Ginger Family (Zingiberaceae) At The National Genebank In Vietnam

There are 741 accessions in the ginger family such as turmeric, ginger, galangal, and pinecone ginger collections conserved at Plant Resources Center, Vietnam. These collections were highly diverse in the number of accessions and species composition. The results of the Zingiberaceae exploitation shown the G10 ginger variety plants reached around 63.7 - 77.5 cm in height, 400 - 500 g/clumps in fresh weight, 25 - 27 tonnes/ha in fresh yield. The G10 ginger variety contained 4.37% oil, 1.2 mg/kg Zn and 9.31 mg/100g Vitamin C. This G10 ginger variety resistance to leaf spot and green aphids. In addition, the N8 turmeric variety plants reached 130 - 170 cm in height; 880 - 1000 g/clumps in fresh weight and 35 tonnes/ha in yield, curcumin content 6.2 - 6.6%, essential oil contents 2.5 - 2.7%. This turmeric resistance to heat stress, leaf spot, and green aphids. The conserved root and tuber crops at PRC are very diverse both of the amount of sample in collections and species. Conservation and evaluation on root and tuber crops reviewed the promising G10 ginger and N8 turmeric varieties had high yield, good oil content to release for production

Should I purchase or not'? A literature review of country-of-origin effect on the use of domestic brand

Customer's product identification with respect to country-of-design (COD), country-of-manufacturer (COM), and country-of-assembly (COA) has become a driver or a communication tool regarding customers' purchase intention and use of a product. This article, (1) reviews the literature in relation to the effect of country-of-origin (COO) on buyer's evaluation of domestic products or brands, and (2) Proposed a conceptual model depicting the trajectory through which COO impact on consumer purchase intention towards a domestic product/brand. The current study implores a qualitative inquiry with a specific focus on document analysis as well as experts' opinions. From the literature, it has emerged that country-of-origin effect (notably, COD, COM, and COA) plays a significant role in determining consumer's buying decisions towards both domestic and foreign products. Additionally, it was discovered that country-of-manufacture determines a product/ brand evaluation (in terms of quality) relatively to COD and COA. Practically, the study is important for countries (especially resource-poor and developing countries) that need to increase manufactured exports and for firms that sourced/import products in countries different from where they are sold. Theoretically, it widens the concept of brand management with the interplay of COO effect on consumer purchase intention. Marketing inferences are drawn, and direction for future research is developed in the entire manuscript.Internal Grant Agency of FaME through TBU in Zlin [IGA/FaME/2019/008

"Cultural additivity" and how the values and norms of Confucianism, Buddhism, and Taoism co-exist, interact, and influence Vietnamese society: A Bayesian analysis of long-standing folktales, using R and Stan

Every year, the Vietnamese people reportedly burned about 50,000 tons of joss papers, which took the form of not only bank notes, but iPhones, cars, clothes, even housekeepers, in hope of pleasing the dead. The practice was mistakenly attributed to traditional Buddhist teachings but originated in fact from China, which most Vietnamese were not aware of. In other aspects of life, there were many similar examples of Vietnamese so ready and comfortable with adding new norms, values, and beliefs, even contradictory ones, to their culture. This phenomenon, dubbed "cultural additivity", prompted us to study the co-existence, interaction, and influences among core values and norms of the Three Teachings--Confucianism, Buddhism, and Taoism--as shown through Vietnamese folktales. By applying Bayesian logistic regression, we evaluated the possibility of whether the key message of a story was dominated by a religion (dependent variables), as affected by the appearance of values and anti-values pertaining to the Three Teachings in the story (independent variables).Comment: 8 figures, 35 page