Long Pham Tran Thang

This study investigates the factors influencing Vietnamese tourists' destination choices using survey data from 405 visitors to tourist sites in Hanoi, Vietnam. The research integrates the Theory of Planned Behavior (TPB), the Technology Acceptance Model (TAM), and personality trait theory to develop a comprehensive framework. Data analysis, conducted using SPSS 20 and AMOS 24, reveals that tourists with modern personality traits positively impact destination selection and strengthen the relationship between travel intention and selection behavior. In contrast, traditional personality traits neither directly influence destination choice nor enhance this relationship. The findings also highlight that travel intentions are driven by the perceived ease of trip planning and the benefits of travel, with travel intention emerging as the most significant determinant of destination selection. These insights provide valuable implications for tourism marketing strategies and destination management.

The research was conducted based on the theory of planned behavior (TPB), with the research model built on 06 influencing factors to the digital transformation process of businesses, with the intermediate variable “Decision on digital transformation”. There were 456 small and medium-sized enterprises in Hanoi surveyed for this research from March to June 2023. Research results found that the digital transformation process of small and medium-sized businesses in Hanoi are strongly affected by the “digital transformation decision”; while the technology platform and employees' capabilities largely determine these businesses’ decision to digital transformation and its process. On that basis, three policy implications are proposed to promote the digital transformation process at small and medium-sized enterprises in Hanoi.

This study applies the Motivation - Opportunity – Ability model on social networking platforms to study tourists’ selection of green hotels for their participation in sports events. The study analyzed the intention to choose green hotels of 324 Vietnamese tourists staying at 4- and 5-star hotels with green labels in Vietnam. The research results show that the Motivations, Opportunity, and Ability factors in using social networks have a positive impact on the belief in green hotels, thereby promoting the intention to choose green hotels when tourists participate in sports events in Vietnam. This study also provides some practical implications for green hotels in using social networks to enhance the trust and intention to choose a hotel of tourists participating in sports events. At the same time, the study also proposes some suggestions for directing human resources training towards the organization of tourism-integrated sports events to create responsible tourism products.

This study represents a survey data of 466 community-based tourism establishments in the northern provinces of Vietnam such as, Yen Bai, Ha Giang, Tuyen Quang etc., with strongly developed community-based tourism activities based on the technology acceptance model (TAM). The results show that perceived ease of use of e-commerce has a positive and strong impact compared to perceived effectiveness of e-commerce on the intention to apply e-commerce to marketing communication activities in the supply chain of community-based tourism in Vietnam. In addition, if community-based tourism businesses perceive themselves as being modern, it will positively affect the perception of the ease of use and effectiveness of e-commerce, thereby indirectly bringing about a positive impact on the intention to apply e-commerce. Conversely, if they perceive themselves being traditional, it will negatively affect this relationship. Accordingly, this study helps provide practical evidence for promoting the application of e-commerce in tourism in remote, economically difficult areas in Vietnam and elsewhere. Nonetheless, the study remains limited when it has not been done a multi-group analysis to consider different influences of the factors of region, destination characteristics, type of tourism on intention to apply e-commerce for marketing communication activities in community-based tourism establishments.