Examining brand equity and tourists’ purchasing motivations towards the world's best rice ‘ST25’ for Vietnam's future sustainable food tourism destination
Nội dung chính của bài viết
Tóm tắt
Until now, Vietnam is still confused about choosing a national product to represent the country and turning them into souvenirs everyone craves when traveling here. With the wide range of agricultural products, i.e., the world's best in 2019 Rice ST25, Vietnam can leverage its advantages to create a suitable must-buy item for tourists. There are two primary purposes: (1) to identify the awareness of tourists about ST25 Rice and (2) to examine the ST25 Rice in Customers’ based brand equity (CBBE) model and purchasing motivations, therefore sustaining the tourism industry in the future. The study is done with quantitative research by a sample of 243 respondents who are from different countries staying in Ho Chi Minh City. The results show that rice ST25 is acknowledged, and consumers highly rate it, and its potential to be made into national gifts and to stand firm to represent the image of Vietnam from a tourism perspective. The conclusion and recommendations can be utilized to identify other hand-made items for Vietnam’s sustainable tourism.
Chi tiết bài viết
Từ khóa
CBBE model, Food souvenirs, Purchasing motivation, Sustainable food tourism, Rice ST25, Vietnam
Tài liệu tham khảo
Anh Minh & Duc Minh (2021). Rice ST25 brand is registered as intellectual pattern in the US. Gạo ST25 bị doanh nghiệp Mỹ đăng ký thương hiệu. https://vnexpress.net/gao-st25-bi-doanh-nghiep-my-dang-ky-thuong-hieu-4266600.html
Briscoe, R. & Grush, R. (2015). Action-based Theories of Perception. In: The Stanford Encylcopedia of Philosophy. Standford: Stanford University. https://plato.stanford.edu/entries/action-perception/#toc
Buczkowska, K. (2014). Local food and beverage products as important tourist souvenirs. Turystyka Kulturowa, 1(1), 47-57. http://turystykakulturowa.org/pdf/2014_01_03.pdf
Chen, L. J., & Chen, H. (2020). The effect of brand relationship on consumer responses: The mediating role of brand love. Journal of Business Research, 108, 97-108. https://doi.org/10.3390/bs13060502.
Chung, N., & Han, H. (2017). The relationship among tourists' persuasion, attachment and behavioral changes in social media. Technological Forecasting and Social Change, 123, 370-380. https://doi.org/10.1016/j.techfore.2016.09.005.
Curtis, C. R., & Upchurch, R. S. (2010). An application of McClelland's need theory to the casual dining industry. Tourism analysis, 15(1), 111-120. https://doi.org/10.3727/108354210X12724734223793.
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Fairhurst, A., Costello, C., & Fogle Holmes, A. (2007). An examination of shopping behavior of visitors to Tennessee according to tourist typologies. Journal of Vacation Marketing, 13(4), 311-320. https://doi.org/10.1177/1356766707081005.
Gani, A. A., Mahdzar, M., Mohamad, R., Abdullah, N., & Awang, K. W. (2017, December). Linking image and satisfaction of food tourism in Penang, Malaysia. In E-Proceeding of the 6th International Conference on Social Sciences Research 2017.
Gretzel, U., Sigala, M., Xiang, Z., & Koo, C. (2015). Smart tourism: foundations and developments. Electronic Markets, 25(3), 179-188. https://doi.org/10.1007/s12525-015-0196-8.
Hong Linh (2019). Developing Vietnamese culinary tourism. https://en.nhandan.vn/developing-vietnamese-culinary-tourism-post79615.html
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Lin, L., & Mao, P. C. (2015). Food for memories and culture–A content analysis study of food specialties and souvenirs. Journal of Hospitality and Tourism Management, 22, 19-29. https://doi.org/10.1016/j.jhtm.2014.12.001.
Long, L. M. (2014). Culinary tourism: A folkloristic perspective on eating and otherness. The food and folklore reader. London: Bloomsbury, 437-448.
Marangkun, W., & Thipjumnong, A. (2018). Souvenir Product Purchasing as a Travel Motivation in the Shopping Area of Thale Noi, Phatthalung, Thailand. Journal of Tourism and Hospitality Management, 6(2), 47-60. https://doi.org/10.17265/2328-2169/2018.04.002.
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Tien, N. H., Dung, H. T., Vu, N. T., Doan, L., & Duc, M. (2019). Risks of unsustainable tourism development in Vietnam. International Journal of Research in Finance and Management, 2(2), 81-85.
Osemeke, M., & Adegboyega, S. (2017). Critical review and comparism between Maslow, Herzberg and McClelland’s theory of needs. Funai Journal of Accounting, Business and Finance, 1(1), 161-173.
Park, E., Kim, S., Yeoman, I. (2019). Eating in Asia: Understanding Food Tourism and Its Perspectives in Asia. In: Park, E., Kim, S., Yeoman, I. (eds) Food Tourism in Asia. Perspectives on Asian Tourism. Springer, Singapore. https://doi.org/10.1007/978-981-13-3624-9_1.
Suhartanto, D., Dean, D., Sosianika, A., & Suhaeni, T. (2018). Food souvenirs and their influence on tourist satisfaction and behavioural intentions. European Journal of Tourism Research, 18, 133-145. https://doi.org/10.54055/ejtr.v18i.317.
Su, N., Min, H., Chen, M. H., & Swanger, N. (2018). Cultural characteristics and tourist shopping spending. Journal of Hospitality & Tourism Research, 42(8), 1210-1231. https://doi.org/10.1177/1096348017731131.
Swanson, K. K., & Timothy, D. J. (2012). Souvenirs: Icons of meaning, commercialization and commoditization. Tourism Management, 33(3), 489-499. https://doi.org/10.1016/j.tourman.2011.10.007.
Timothy, D. J., & Ron, A. S. (2013). Understanding heritage cuisines and tourism: Identity, image, authenticity, and change. Journal of Heritage Tourism, 8(2-3), 99-104. https://doi.org/10.1080/1743873X.2013.767818.
Tong, X., & Hawley, J. M. (2009). Measuring customer‐based brand equity: Empirical evidence from the sportswear market in China. Journal of product & brand management, 18(4), 262-271. https://doi.org/10.1108/10610420910972783.
Tran, V. T., Nguyen, N. P., Tran, P. T. K., Tran, T. N., & Huynh, T. T. P. (2019). Brand equity in a tourism destination: a case study of domestic tourists in Hoi An city, Vietnam. Tourism Review, 74(3), 704-720. https://doi.org/10.1108/TR-08-2017-0130.
Tran, P. K. T., Nguyen, V. K., & Tran, V. T. (2021). Brand equity and customer satisfaction: a comparative analysis of international and domestic tourists in Vietnam. Journal of Product & Brand Management, 30(1), 180-194. https://doi.org/10.1108/JPBM-08-2019-2540
UNWTO (2021). Sustainable development. https://www.unwto.org/sustainable-development.
Wilkins, H. (2011). Souvenirs: What and why we buy. Journal of Travel Research, 50(3), 239-247. https://doi.org/10.1177/0047287510362782.
WTA (2020). World Travel Awards. https://www.worldtravelawards.com/award-asias-leading-culinary-destination-2020.
Xu, Y., & McGehee, N. G. (2012). Shopping behavior of Chinese tourists visiting the United States: Letting the shoppers do the talking. Tourism Management, 33(2), 427-430. https://doi.org/10.1016/j.tourman.2011.05.003.
Briscoe, R. & Grush, R. (2015). Action-based Theories of Perception. In: The Stanford Encylcopedia of Philosophy. Standford: Stanford University. https://plato.stanford.edu/entries/action-perception/#toc
Buczkowska, K. (2014). Local food and beverage products as important tourist souvenirs. Turystyka Kulturowa, 1(1), 47-57. http://turystykakulturowa.org/pdf/2014_01_03.pdf
Chen, L. J., & Chen, H. (2020). The effect of brand relationship on consumer responses: The mediating role of brand love. Journal of Business Research, 108, 97-108. https://doi.org/10.3390/bs13060502.
Chung, N., & Han, H. (2017). The relationship among tourists' persuasion, attachment and behavioral changes in social media. Technological Forecasting and Social Change, 123, 370-380. https://doi.org/10.1016/j.techfore.2016.09.005.
Curtis, C. R., & Upchurch, R. S. (2010). An application of McClelland's need theory to the casual dining industry. Tourism analysis, 15(1), 111-120. https://doi.org/10.3727/108354210X12724734223793.
Đỗ Hương (2021). Hỗ trợ doanh nghiệp đăng ký bảo hộ thương hiệu gạo ST25 [Support enterprises in register brand pattern of Rice ST25]. http://baochinhphu.vn/Kinh-te/Ho-tro-DN-dang-ky-bao-ho-thuong-hieu-gao-ST25/429074.vgp.
Đỗ Hồng Thuận (2020). Phát triển du lịch bền vững - Đâu là giải pháp cho Việt Nam? [Sustainable tourism development - What are solutions for Vietnam?]. http://www.hcmup.edu.vn/index.php?option=com_content&view=article&id=25958%3A2020-05-11-04-04-05&catid=4134%3Aviet-nam-hoc&Itemid=10076&lang=zh&site=30.
Fairhurst, A., Costello, C., & Fogle Holmes, A. (2007). An examination of shopping behavior of visitors to Tennessee according to tourist typologies. Journal of Vacation Marketing, 13(4), 311-320. https://doi.org/10.1177/1356766707081005.
Gani, A. A., Mahdzar, M., Mohamad, R., Abdullah, N., & Awang, K. W. (2017, December). Linking image and satisfaction of food tourism in Penang, Malaysia. In E-Proceeding of the 6th International Conference on Social Sciences Research 2017.
Gretzel, U., Sigala, M., Xiang, Z., & Koo, C. (2015). Smart tourism: foundations and developments. Electronic Markets, 25(3), 179-188. https://doi.org/10.1007/s12525-015-0196-8.
Hong Linh (2019). Developing Vietnamese culinary tourism. https://en.nhandan.vn/developing-vietnamese-culinary-tourism-post79615.html
Hồ Quang Cua (2020). Gạo ST25 ngon nhất thế giới chắp cánh cho thương hiệu gạo Việt [World's Best ST25 Rice - a foundation for Vietnamese brands]. https://laodong.vn/kinh-doanh/gao-st25-ngon-nhat-the-gioi-chap-canh-cho-thuong-hieu-gao-viet-778531.ldo
Keller, K. L. (2002). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. 4th ed. s.l.:Prentice Hall.
Keller, K. L. (2003). Strategic brand management: Building, measuring, and managing brand equity. Prentice Hall.
Kotler, P., & Armstrong, G. M. (2017). Principles of marketing. Pearson Education India.
Lin, L. (2017). Food souvenirs as gifts: tourist perspectives and their motivational basis in Chinese culture. Journal of Tourism and Cultural Change, 15(5), 439-454. https://doi.org/10.1080/14766825.2016.1170841.
Lin, L., & Mao, P. C. (2015). Food for memories and culture–A content analysis study of food specialties and souvenirs. Journal of Hospitality and Tourism Management, 22, 19-29. https://doi.org/10.1016/j.jhtm.2014.12.001.
Long, L. M. (2014). Culinary tourism: A folkloristic perspective on eating and otherness. The food and folklore reader. London: Bloomsbury, 437-448.
Marangkun, W., & Thipjumnong, A. (2018). Souvenir Product Purchasing as a Travel Motivation in the Shopping Area of Thale Noi, Phatthalung, Thailand. Journal of Tourism and Hospitality Management, 6(2), 47-60. https://doi.org/10.17265/2328-2169/2018.04.002.
MARD. (2020). Ministry of Agriculture and Rural Development. https://www.mard.gov.vn/en/Pages/rice-st25-affirmation-for-vietnamese-brands-in-the-international-market.aspx.
Tien, N. H., Dung, H. T., Vu, N. T., Doan, L., & Duc, M. (2019). Risks of unsustainable tourism development in Vietnam. International Journal of Research in Finance and Management, 2(2), 81-85.
Osemeke, M., & Adegboyega, S. (2017). Critical review and comparism between Maslow, Herzberg and McClelland’s theory of needs. Funai Journal of Accounting, Business and Finance, 1(1), 161-173.
Park, E., Kim, S., Yeoman, I. (2019). Eating in Asia: Understanding Food Tourism and Its Perspectives in Asia. In: Park, E., Kim, S., Yeoman, I. (eds) Food Tourism in Asia. Perspectives on Asian Tourism. Springer, Singapore. https://doi.org/10.1007/978-981-13-3624-9_1.
Suhartanto, D., Dean, D., Sosianika, A., & Suhaeni, T. (2018). Food souvenirs and their influence on tourist satisfaction and behavioural intentions. European Journal of Tourism Research, 18, 133-145. https://doi.org/10.54055/ejtr.v18i.317.
Su, N., Min, H., Chen, M. H., & Swanger, N. (2018). Cultural characteristics and tourist shopping spending. Journal of Hospitality & Tourism Research, 42(8), 1210-1231. https://doi.org/10.1177/1096348017731131.
Swanson, K. K., & Timothy, D. J. (2012). Souvenirs: Icons of meaning, commercialization and commoditization. Tourism Management, 33(3), 489-499. https://doi.org/10.1016/j.tourman.2011.10.007.
Timothy, D. J., & Ron, A. S. (2013). Understanding heritage cuisines and tourism: Identity, image, authenticity, and change. Journal of Heritage Tourism, 8(2-3), 99-104. https://doi.org/10.1080/1743873X.2013.767818.
Tong, X., & Hawley, J. M. (2009). Measuring customer‐based brand equity: Empirical evidence from the sportswear market in China. Journal of product & brand management, 18(4), 262-271. https://doi.org/10.1108/10610420910972783.
Tran, V. T., Nguyen, N. P., Tran, P. T. K., Tran, T. N., & Huynh, T. T. P. (2019). Brand equity in a tourism destination: a case study of domestic tourists in Hoi An city, Vietnam. Tourism Review, 74(3), 704-720. https://doi.org/10.1108/TR-08-2017-0130.
Tran, P. K. T., Nguyen, V. K., & Tran, V. T. (2021). Brand equity and customer satisfaction: a comparative analysis of international and domestic tourists in Vietnam. Journal of Product & Brand Management, 30(1), 180-194. https://doi.org/10.1108/JPBM-08-2019-2540
UNWTO (2021). Sustainable development. https://www.unwto.org/sustainable-development.
Wilkins, H. (2011). Souvenirs: What and why we buy. Journal of Travel Research, 50(3), 239-247. https://doi.org/10.1177/0047287510362782.
WTA (2020). World Travel Awards. https://www.worldtravelawards.com/award-asias-leading-culinary-destination-2020.
Xu, Y., & McGehee, N. G. (2012). Shopping behavior of Chinese tourists visiting the United States: Letting the shoppers do the talking. Tourism Management, 33(2), 427-430. https://doi.org/10.1016/j.tourman.2011.05.003.
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