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Article
Publication date: 6 February 2023

Phuong Kim Thi Tran, Hue Kim Thi Nguyen, Loc Thi Nguyen, Hong Thi Nguyen, Thanh Ba Truong and Vinh Trung Tran

This study aims to identify how perceived destination social responsibility (DSR) drives destination brand loyalty through a jointly and independently mediated mechanism of…

Abstract

Purpose

This study aims to identify how perceived destination social responsibility (DSR) drives destination brand loyalty through a jointly and independently mediated mechanism of cognitive and affective components (e.g. tourist-destination identification, cognitive image, affective image and tourist satisfaction) and to examine the moderating role of individual-level collectivist values in linking perceived DSR and tourist behaviors.

Design/methodology/approach

An online survey is conducted to collect the data of 351 domestic tourists visiting an urban tourism destination (e.g. Danang City) in Vietnam. A serial multiple mediation model and moderation model were examined by applying covariance-based structural equation modeling.

Findings

This research’s results highlight the leading factors of perceived DSR in the process of forming destination brand loyalty and confirm the vital role of the intermediary mechanism of tourists' cognition and affect during this process. The chain of causal relationships DSR → TDI → CI → AI → TS → DBL confirms the role of perceived DSR as an essential prerequisite factor of DBL, creating a close connection to tourists' cognition and affect and contributing to improving destination brand loyalty. Individual-level collectivist values were found to positively moderate the links between perceived DSR and tourist-destination identification, affective image and destination brand loyalty.

Research limitations/implications

Future research would provide insights into the links between perceived DSR and tourist behaviors by considering moderating variables (e.g. cultural distance and tourist types) and uncovering specific insights into each destination stakeholder's DSR activities.

Originality/value

A new integrated model of destination brand loyalty development is proposed to explore a new path for destination brand loyalty formation through cognitive, affective and cognitive-affective pathways. This moderating stream of examining individual-level collectivist values can make a significant contribution to the extant tourism literature by promoting a more positive tourist perception of DSR, thereby increasing tourists' knowledge, beliefs and emotions and enhancing destination brand loyalty.

Article
Publication date: 15 June 2023

Hue Kim Thi Nguyen, Phuong Thi Kim Tran and Vinh Trung Tran

This paper aims to examine the role of social media communication, tourist satisfaction and destination brand equity components in enhancing destination brand equity based on the…

Abstract

Purpose

This paper aims to examine the role of social media communication, tourist satisfaction and destination brand equity components in enhancing destination brand equity based on the Stimulus – Organism – Response (S-O-R) theory.

Design/methodology/approach

The conceptual model and research hypotheses were assessed using covariance-based structural equation modeling (SEM). An online survey was used to collect data from 369 domestic tourists who had traveled to Danang and knew about content related to Danang generated by either DMOs or other users on social media.

Findings

Except for the effect of DMO-generated social media communication on tourist satisfaction and the impact of destination brand awareness on destination brand loyalty, the findings confirmed the sequential causal relationships between research concepts based on the S-O-R model.

Research limitations/implications

Future research should explore the proposed model based on comparisons of different nationalities to better understand the impact of cultural factors.

Practical implications

DMOs should associate social media with their marketing strategies to enhance destination brand equity, using cutting-edge technologies to create content and update information in a significant way to make communications by DMOs more effective. The findings especially suggest that UGC plays a vital role in improving brand equity dimensions, so DMOs could exploit UGC to engage existing customers and build relationships with potential customers. This research provides guidance for DMOs to improve their brand equity based on social media.

Originality/value

This study has contributed to the destination marketing literature by applying the S-O-R theory to propose a pathway for effectively increasing destination brand equity and highlight the importance of social media communication as a driver to achieve a hierarchical relationship between destination brand equity components and tourist satisfaction from stimulus to organism (e.g. cognition to affect).

Details

Journal of Hospitality and Tourism Insights, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2514-9792

Keywords

Article
Publication date: 4 January 2019

Vinh Trung Tran, Nguyen Phuc Nguyen, Phuong Thi Kim Tran, Tuan Nien Tran and Thuan Thi Phuong Huynh

This paper aims to propose and investigate the relationships among the components of brand equity, and examining the effects of these components on overall destination brand…

2134

Abstract

Purpose

This paper aims to propose and investigate the relationships among the components of brand equity, and examining the effects of these components on overall destination brand equity in Hoi An tourism destination, Vietnam, from the perspective of domestic tourists.

Design/methodology/approach

Questionnaire data were collected from 319 domestic tourists who have visited Hoi An city. The results of empirical tests using a structural equation model support the research hypotheses.

Findings

The results indicate that destination brand awareness has significant, positive effects on destination brand image and destination perceived quality; destination brand image has positive influences on destination perceived quality and destination brand loyalty; destination perceived quality has significant, positive impacts on destination brand loyalty; except for destination brand image, the remaining dimensions have positive and direct impacts on overall destination brand equity.

Originality/value

An integrated model of destination brand equity dimensions and overall destination brand equity was tested in a tourism city in the context of a developing economy. Moreover, relevant implications are provided for destination marketers as to how to improve destination brand equity in the tourism industry.

Details

Tourism Review, vol. 74 no. 3
Type: Research Article
ISSN: 1660-5373

Keywords

Article
Publication date: 5 February 2024

Nhi Thao Ho-Mai, Vinh Trung Tran, Vien Ky Nguyen, Uyen Thi Thu Do, Thanh Ba Truong and Phuong Thi Kim Tran

From a consumer–brand relationship (CBR) perspective, this study proposes a serial multiple mediation model to explore the pathways (e.g. cognitive, affective and hybrid) to…

Abstract

Purpose

From a consumer–brand relationship (CBR) perspective, this study proposes a serial multiple mediation model to explore the pathways (e.g. cognitive, affective and hybrid) to increase online celebrity brand equity (OCBE) and follower's hotel booking intentions (FBI).

Design/methodology/approach

Paper-based and online surveys were used to collect data from 443 respondents who had been using TikTok and had followed at least one online celebrity on TikTok, while that online celebrity had reviewed one or more types of accommodation. A serial multiple mediation model was evaluated through covariance-based structural equation modeling.

Findings

The results confirmed the hybrid cognitive–affective and cognitive–affective–conative pathways among antecedents and components of OCBE and FBI.

Originality/value

From a CBR perspective, this study provides a serial multiple mediation model to increase OCBE via hybrid cognitive–affective pathways and to drive FBI via cognitive–affective–conative pathways. These sequential relationships contribute to the human branding literature by defining a mechanism of how online celebrities can efficiently attract followers, thus driving online celebrity brand loyalty and hotel booking intentions.

Research limitations/implications

The results should be validated in other cultural contexts to generalize findings and broaden the range of target respondents to include international followers and those within other nations.

Details

Journal of Research in Interactive Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 6 April 2021

Phuong Kim Thi Tran, Phong Dong Nguyen, Angelina Hanh Nhat Le and Vinh Trung Tran

This study aims to examine the direct and indirect relationship between self-congruity and destination brand loyalty (DBL) based on the conceptual linkages of cognition, affect…

2017

Abstract

Purpose

This study aims to examine the direct and indirect relationship between self-congruity and destination brand loyalty (DBL) based on the conceptual linkages of cognition, affect and conation. A multiple-step, multiple mediator model is investigated to explain the indirect effect of self-congruity on DBL through perceived destination quality (PDQ) and tourist satisfaction (TS). The moderating impact of visit frequency in these relationships is also proposed and empirically evaluated.

Design/methodology/approach

The conceptual model and research hypotheses were assessed by applying covariance-based structural equation modeling (SEM), mediating and multi-group analysis. An online survey was used to collect data from 347 domestic tourists visiting a destination in Vietnam.

Findings

The results support the link from self-congruity to PDQ, TS and then to DBL. Visit frequency was found to moderate the links between the research concepts.

Research limitations/implications

Future research would benefit from considering other self-congruity components (e.g. social self-congruity and ideal social self-congruity) and moderating variables (e.g. cultural distance). This would provide insights into the relationships between self-congruity and tourist behaviors and could be based on comparisons in different destinations to achieve more wide-ranging results.

Originality/value

The effect of self-congruity on DBL that evolves from linking self-congruity to PDQ and TS to increase DBL was examined within a tourism destination context. This study is valuable to destination managers as it provides suggestions to improve DBL.

链接自洽性、感知质量以及对旅游目的地品牌忠诚度的满意度:游览频率的调节作用。

这项研究旨在基于认知、影响和意图的概念链路, 并检验自洽性和目的地品牌忠诚度之间的直接和间接关系。研究了一个多步骤、多媒介模型之后, 该模型通过感知的目的地质量和游客的满意度来解释自洽性对目的地品牌忠诚度的间接影响。在这些关系中, 游览频率的调节作用也被提出并通过经验评估。

设计/方法/接触方式

应用基于协方差的SEM(CB-SEM), 中介和多群组分析对概念模型以及研究假设进行了评估。一项在线调查被用来收集来自347个游览越南目的地的国内游客的数据。

结果

结果显示从自洽性到感知的目的地质量, 然后是游客满意度, 最后是目的地品牌忠诚度的链接。从此发现游览频率可以缓和研究概念之间的关系。

研究的局限性/含意

未来的研究将通过考虑其他自洽性组成的要素(例如:社会自洽性和理想的社会自洽性)以及自洽性和游客关系之间的其他调节变量(例如:文化距离)而受益, 基于在不同目的地进行比较的行为, 以获得更广泛的结果。

原创性/价值

在旅游目的地背景下, 研究了自洽性对目的地品牌忠诚度的影响, 这种影响从链路自洽性与感知到的目的地质量和游客满意度联系起来, 从而, 提高了目的地品牌忠诚度。 这项工作对目的地管理者而言是有价值的, 因为该工作可提供有关提高目的地品牌忠诚度的建议。

关键词 自洽性, 感知的目的地质量, 游客满意度, 目的地品牌忠诚度, sem, 中介分析, 多群组分析

文章类型: 研究型论文

Vinculación de la autocongruencia, la calidad percibida y la satisfacción con la lealtad a la marca en un destino turístico: El papel moderador de la frecuencia de visita

Resumen

Propósito

Este estudio tiene como objetivo examinar la relación directa e indirecta entre la autocongruencia y la lealtad a la marca del destino basado en los vínculos conceptuales de cognición, afecto y conación. Se investiga un modelo de múltiples pasos y múltiples mediadores para explicar el efecto indirecto de la autocongruencia en la lealtad a la marca del destino a través de la calidad percibida del destino y la satisfacción del turista. El impacto moderador de la frecuencia de visita en estas relaciones también se propone y evalúa empíricamente.

Diseño/metodología/enfoque

El modelo conceptual y las hipótesis de investigación se evaluaron a través de la aplicación de SEM basado en covarianza (CB-SEM), mediación y análisis multigrupo. Se utilizó una encuesta en línea para recopilar datos de 347 turistas nacionales que visitaban un destino en Vietnam.

Hallazgos

Los resultados respaldan el vínculo entre la autocongruencia y la calidad percibida del destino, la satisfacción del turista y luego a la lealtad a la marca del destino. Se encuentra que la frecuencia de visita modera los vínculos entre los conceptos de investigación.

Limitaciones/implicaciones de la investigación

Las investigaciones futuras se beneficiarían de considerar otros componentes de la autocongruencia (por ejemplo, la autocongruencia social y la autocongruencia social ideal) y otras variables moderadoras (por ejemplo, la distancia cultural) entre la relación de la autocongruencia y los comportamientos del turista basado en comparación en diferentes destinos para lograr resultados más amplios.

Originalidad/valor

El efecto de la autocongruencia en la lealtad a la marca del destino que evoluciona desde la vinculación de la autocongruencia con la calidad percibida del destino y la satisfacción del turista para aumentar la lealtad a la marca del destino se examina en el contexto del destino turístico. Este trabajo es valioso para los administradores del destino, ya que brinda consejos para mejorar la lealtad a la marca del destino.

Palabras clave

Autocongruencia, Calidad percibida del destino, Satisfacción del turista, Lealtad de la marca de destino, structural equation modeling (SEM), Análisis de mediación, Análisis multigrupo

Article
Publication date: 11 September 2020

Phuong Kim Thi Tran, Vien Ky Nguyen and Vinh Trung Tran

This paper aims to examine the relationships between brand equity, customer satisfaction and cultural distance for a tourism destination. The mediating role of customer…

2117

Abstract

Purpose

This paper aims to examine the relationships between brand equity, customer satisfaction and cultural distance for a tourism destination. The mediating role of customer satisfaction and the moderating effect of cultural distance in these relationships are assessed.

Design/methodology/approach

The direct–indirect–moderating relationships were assessed by applying covariance-based SEM (CB-SEM), mediating and multi-group analysis. A paper survey was used to collect data from 618 tourists (domestic and international tourists) visiting a destination in Vietnam.

Findings

The findings support direct positive links between the dimensions of brand equity and customer satisfaction, except for the effect of destination brand awareness on destination brand loyalty. This work further demonstrates the mediating effect of customer satisfaction on the indirect relationships between the dimensions of brand equity. Cultural distance was found to moderate the connections between the research concepts.

Research limitations/implications

Future research should explore the model’s relationships based on comparisons in different destinations, to better understand the impact of cultural factors.

Originality/value

This study identifies specific factors to increase branding efficiency by developing and testing the relationship between brand equity and customer satisfaction. Using moderating variables through the lens of cultural distance, it proposes a mediated model. This work contributes to practice by informing destination managers on how to improve brand equity and satisfaction based on the cultural characteristics of international and domestic visitors.

Details

Journal of Product & Brand Management, vol. 30 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 20 November 2017

Tz-Li Wang, Phuong Thi Kim Tran and Vinh Trung Tran

This paper aims to examine the effects of gender and visit frequency as moderating variables on the relationships among destination perceived quality, tourist satisfaction and…

3986

Abstract

Purpose

This paper aims to examine the effects of gender and visit frequency as moderating variables on the relationships among destination perceived quality, tourist satisfaction and word-of-mouth (WOM).

Design/methodology/approach

This study incorporated several previous research models to propose a conceptual model that fully explains the relationships among destination perceived quality, tourist satisfaction, visit frequency and WOM. One important thing to consider is whether gender and visit frequency impact on the relationships among these factors. In addition, this study was able to generate measurement items for the dimensions by analyzing specific tourism conditions in Danang City and referring to the scales of these factors in previous studies. Quantitative research was conducted to test the scales of the research model and hypotheses through data collected from 303 domestic tourists.

Findings

Structural equation modeling and a multi-group analysis were used to test the hypotheses and the invariance of structural coefficients across groups. The results indicate that destination perceived quality has significant, positive and direct effect on tourist satisfaction; WOM is positively influenced by destination perceived quality and tourist satisfaction; and there is significant relationship between visit frequency and WOM. In particular, when exploring the impact of moderating variables such as gender and visit frequency, this study also found that the impacts of destination perceived quality on WOM are different between genders, and this impact is stronger for female rather than male tourists; and the effect of destination perceived quality on tourist satisfaction is stronger for the first visit than for later visits.

Research limitations/implications

This paper is limited in its ability to gather a larger sample to more generally represent the complete domestic market, as well as in its lack of a comparison of online versus offline WOM effects by gender.

Originality/value

This paper was conducted to have a better understanding of how tourist demographic characteristics such as gender and visit frequency are important contributors that influence the relationships among these three factors. This paper has important implications for marketers and managers of Danang, such as local tourism authorities, commercial association managers, hotel owners, restaurant owners and tour managers working to improve the quality of this destination, and thus better satisfying tourists and competing with other destinations.

Details

Tourism Review, vol. 72 no. 4
Type: Research Article
ISSN: 1660-5373

Keywords

Open Access
Book part
Publication date: 1 December 2022

Huu Minh Nguyen, Thi Hong Tran and Thi Thanh Loan Tran

“The world needs science, science needs women” is the message given by UNESCO in the program for the development of women in science” (UNESCO, 2017). In Vietnam, women’s…

Abstract

“The world needs science, science needs women” is the message given by UNESCO in the program for the development of women in science” (UNESCO, 2017). In Vietnam, women’s participation and achievements in scientific research is considered a great and important resource for industrialization and modernization. Even so, are there gender differences in scientific achievement in the social science research institutes in Vietnam? What factors influence the scientific achievement of female social researchers? The answers will be based on data from a 2017 survey with a sample of 756 researchers, of which 77.6% were female. The survey was conducted by the Vietnam Academy of Social Sciences, a leading, ministry-level national center for the social sciences in Vietnam. This chapter analyzed the scientific achievements of researchers through their position as principal investigators of research projects and their publications, and factors that may impact this. Bivariate and multivariate analyses of factors that may affect the scientific achievement of researchers found that gender differences in academic achievement in the social sciences in Vietnam was still prevalent. Female researchers’ scientific achievements were lower than those of their male counterparts. The contribution to science of Vietnamese female researchers was limited by many different factors; the most important were the academic rank of the researchers and gender stereotype that considered housework the responsibility of women.

Details

Diversity and Discrimination in Research Organizations
Type: Book
ISBN: 978-1-80117-959-1

Keywords

Article
Publication date: 17 November 2023

Dien Van Tran, Phuong Van Nguyen, Anh Thi Chau Nguyen, Demetris Vrontis and Phuong Uyen Dinh

This study aims to investigate the impact of employees’ engagement in government social media (GSM) on their cybersecurity compliance attitude, protection motivation and…

Abstract

Purpose

This study aims to investigate the impact of employees’ engagement in government social media (GSM) on their cybersecurity compliance attitude, protection motivation and protective behavior, thereby contributing to effective cybersecurity practices at organizations.

Design/methodology/approach

A quantitative cross-sectional field survey was conducted to collect primary data in big cities and large provinces in Vietnam. The final data set of 323 responses was analyzed using the partial least squares-structural equation modeling approach to interpret the results and test research hypotheses.

Findings

Engagement in GSM positively influences employees’ cybersecurity compliance attitude (ATT). Perceived threat vulnerability and response efficacy also contribute to a positive compliance attitude, although self-efficacy has a negative impact. Moreover, the cybersecurity compliance ATT significantly explains the information protection motivation, which in turn influences employee protective behaviors. However, the relationship between compliance attitude and protective behaviors is weak, unlike previous studies that found a strong correlation.

Originality/value

Although recent studies have explored specific information security practices in corporate and home contexts, the influence of GSM on individuals’ cybersecurity behaviors has received limited attention because of its novelty. This study contributes to the existing body of knowledge by investigating the impact of GSM on cybersecurity behaviors. This study provides significant contributions to understanding social media’s effects of social media on individuals’ cultivation processes, by expanding upon the protective motivation theory and cultivation theory. The results lead to practical suggestions for organizational managers and policymakers so that they can enhance their understanding of the importance of cybersecurity, encourage the implementation of self-defense strategies and highlight the significance of threat and coping evaluations in influencing attitudes and motivations.

Details

Journal of Asia Business Studies, vol. 18 no. 1
Type: Research Article
ISSN: 1558-7894

Keywords

Article
Publication date: 4 June 2020

Ly Thi Hai Tran, Thoa Thi Kim Tu and Thao Thi Phuong Hoang

This paper examines the effects of managerial optimism on corporate cash holdings.

1053

Abstract

Purpose

This paper examines the effects of managerial optimism on corporate cash holdings.

Design/methodology/approach

The authors construct a novel measure of managerial optimism based on the linguistic tone of annual reports by applying a Naïve Bayesian Machine Learning algorithm to non-numeric parts of Vietnamese listed firms' reports from 2010 to 2016. The paper employs firm and year fixed effects model and also uses the generalized method of moments estimation as robustness checks.

Findings

The authors find that the cash holding of firms managed by optimistic managers is higher than the cash holdings of firms managed by non-optimistic managers. Managerial optimism also influences corporate cash holdings through internal cash flows and the current year’s capital expenditures. Although the authors find no evidence that optimistic managers hold more cash to finance future growth opportunities in general, optimistic managers hold more cash for near future investment opportunities than non-optimistic managers do.

Research limitations/implications

The novel measure proposed in this study is expected to provide great potential for future finance studies investigating the relation between managerial traits and corporate policies since it is applicable for any levels of financial market development. In addition, the findings highlight the important role, both direct and indirect, of managerial optimism on cash holdings. Related future research should take this psychological trait into account to gain a better understanding of corporate cash holding.

Originality/value

This paper helps to extend the literature on managerial optimism measurement by introducing a new measure of managerial optimism based on the linguistic tone of annual reports. Furthermore, this is among the first studies directly linking annual report linguistic tone to cash holding. The paper also provides new evidence regarding how managerial optimism affects the relationship between the firm's growth opportunities and cash holding, given that mispricing corrections are naturally uncertain.

Details

International Journal of Managerial Finance, vol. 17 no. 2
Type: Research Article
ISSN: 1743-9132

Keywords

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