RESEARCH PROJECT (BMBR5103) THE DETERMINANTS OF MICE TOURISM DEVELOPMENT IN HO CHI MINH CITY (How to grow the tourists in MICE tourism?) TUDENT’S FULL NAME : HUYNH THI DOAN THUY STUDENT ID : CGSVN00014959 INTAKE : LECTURER : DR NGUYEN PHAN BMBR5103 SEPTEMBER 2014 ABSTRACT……………………………………………………………………………… CHAPTER 1: INTRODUCTION ……………………………………………………….7 MICE TOURISM PURPOSE AND RESEARCH DIRECTION: ………………….….7 1.1 Research Objectives and the Scope of the Research:…………………………… …8 1.2 The scope: ………………………………………………………………………….… 1.3 Problem Questions: ……………………………………………………………….… 1.4 Limitation of the research: …………………………………………………….…… 1.5 Research significance: ……………………………………………………………… .9 CHAPTER 2: LITERATURE REVIEW…………………………………………….… 2.1 Research definition of MICE tourism: ………………………………………… … 2.2 Related research: …………………………………………………………………… 10 2.3 Related Model in an analysis: ……………………………………………………… 11 2.4 General Information: …………………………………………………………… ….12 2.4.1 What are the benefits? ………………………………………………… …………14 2.4.2 General characteristics of MICE tourism: …………………………………… …14 2.4.2.1 Products MICE: ……………………………………………………………… ….15 2.4.2.2 Objects MICE tourists: ……………………………………………………… … 16 2.5 Over view of Ho Chi Minh ……………………………………………………… .…18 2.6 Status of MICE tourism in Ho Chi Minh……………………………………… …19 2.6.1 Status of business networks serving tourists conference in Ho Chi Minh City today: ………………………………………………………………………………… ….19 2.6.2 Sources of tourism personnel City: …………………………………………… …29 2.6.2.1 Actual labor: ………………………………………………………………… ….29 2.6.4.2 Difficulties: ………………………………………………………………… … 31 CHAPTER 3: RESEARCH MODEL (Figure into the relationship between the factors affecting the growth of MICE tourism – the SATISFATION OF CUSTOMERS) ….32 CHAPTER 4: RESEARCH METHODOLOGY………………… ……………………34 4.1. Research Strategy: ……………………………………………….………………….34 4.2 Scale Construction: ……………………………………………….………………….38 4.2.1 The scale of the perception about the hotels reputation:…………………………39 4.2.2 The scale of the hotels facilities…………………………………………………………40 4.2.3 The scale of the perception about hospitality services: …………………………41 4.2.4 The perception of the human resource: …………………………….……………41 4.3 Summary: ………………………………………………………………………… 42 CHAPTER 5: THE ANALYSIS OF THE CUSTOMER ’SATISFACTION………42 5.1 Introduction: ……………………………………………………………………….43 5.2 Analyzing the relationship of the factors that influencing the satisfaction of the customers at the stars hotel: …………………………………………………………43 5.2.1 Mismatch between supplying MICE services and customers satisfaction………….…….44 5.2.2 Mismatch in reality and expectation…………………………………….……… 44 5.3 The satisfaction analysis at stars hotel: ………………………………… ………45 5.3.1 Age group from 21- 30: ………………………………………………… ……….45 5.3.2 Age group from 31- 40: ……………………………………………… ………….46 5.3.3 Age group over 40: …………………………………………………….………….47 5.4 Analysis of factors affecting customers satisfaction…………………….……… 47 5.4.1 Age group 21- 30………………………………………………………….……… 48 5.4.2 Age group 31- 40: ………………………………………………………………….49 5.4.3 Age group over 40: ……………………………………………………… .………50 5.5 The regression Analysis and assessment of the factors affecting satisfaction of customers:…………………………………………………………………………………50 CHAPTER 6: SOLUTIONS…………………………………………………………… 55 HOW TO DEVELOP MICE TOURISM IN HO CHI MINH CITY? 6.1 Forecast of international visitors to Ho Chi Minh City in 2020: …………………55 6.2 Forecast of demand for hotels in 2015: ……………………………………… ……56 6.3 Specific objectives from 2020: ………………………………………………………57 6.4 THE SOLUTIONS TO DEVELOP MICE TOURISM IN HO CHI MINH 2020: .60 6.4.1 Solution 1: new product development…………………………………………… .62 6.4.2 Solution 2: Improve infrastructure serving MICE ……………………………….62 6.4.3 Solution 3: Strengthen promotion…………………………………………………64 6.5 The suggestion to relevant departments and offices: ………………………………65 6.6 For the People's Committee of HCMC, the provincial departments and agencies concerned: …………………………………………………………………………………65 Chapter 7: CONCLUSION ………………………………………………………………66 ------------Table 1_Tourism accommodation facilities in HCMC 2013 Table 2_Growth of international arrivals, businessmen to HCMC 2000 - 2009 Table 3_ Chart of International arrivals HCMC 2000 – 2009 Table 4_ Chart of Businessmen in HCMC compare to Vietnam (%) Table 5_MICE facilities in HCMC 2010 Table 6_ Statistic human resource for MICE tourism in HCMC 2009 Table 7_ The hotel’s survey result Table 8: The research study sample Table 9: The scale of the perception about the hotels reputation Table 10: The scale of the influent of hotel facilities Table 11: The scale of the perception about hospitality services Table 12: The scale of the human resources in hotel Table 13: The Important Factors – Age group 21 – 30 Table 14: The Important Factors- age group 31 – 40 Table 15: The Important Factors – age group 40 + Table 16: Reasons for dissatisfaction Age Group 21- 30 Table 17: Reasons for the customers choosing another MICE location – Age Group 21- 30 Table 18: Reasons for dissatisfaction – Age Group 31- 40 Table 19: Reasons for customers choosing the new MICE location – Age Group 31- 40 Table 20: Reasons for dissatisfaction – Age Group 40+ Table 21: Reasons for customers choosing the new MICE location – Age Group 40+ Table 22: Model Summary Table 23: ANOVA table Table 24: The Coefficient result Table 25_Estimate international arrivals HCMC to 2020 Table 26_Estimate the demand of MICE facilities -------------Figure 1: Respondent’s opinions on satisfaction of international customers and domestic customers Figure 2: The growth of MICE tourism depends on satisfaction of customers. Figure 3: How customers satisfied when organizing MICE event in stars hotel Figure 4: Opinions on whether Figure 4: Opinions on whether international customers demand higher than domestic customers. APPENDIX I: QUESTIONAIRE……………………………………………………………….72 APPENDIX II:……………………………………………………………………………………75 APPENDIX III: THE INTERVIEW QUESTIONS……………………………………………77 APPENDIX IV: THE ANALYSIS AND EVALUATION OF SCALE TO MEASURE OF THE PERCEPTION ABOUT THE COMPANY OF EMPLOYEE…… 78 APPENDIX V: THE ANALYSIS AND EVALUATION OF SCALE TO MEASURE OF THE PERCEPTION ABOUT THE HOTEL FACILITIES……………… 80 APPENDIX VI: THE ANALYSIS AND EVALUATION OF SCALE TO MEASURE OF THE PERCEPTION ABOUT THE HOTEL SERVICES……………………… 81 APPENDIX VII: THE ANALYSIS AND EVALUATION OF SCALE TO MEASURE THE PERCEPTION ABOUT THE HUMAN RESOURCES 83 ABSTRACT With the developing of economic and human resources, and realizing the importance of the tourism industry, Ho Chi Minh City is striving to become a destination for tourists. Understanding the nature advantages and the strengths of local, Ho Chi Minh City determined spearhead development of the tourism sector to 2015 is the MICE tourism. The purpose of this study was to determine the subject business situation, the advantages and disadvantages of the services for MICE tourism in Ho Chi Minh City. Thereby, the author gives some suggestions and offers some solutions to improve operational efficiency of the business unit for Ho Chi Minh City in the near future, including: 1. To explore the academic literature related to the MICE industry development. 2. To analyze the opportunities and profits of MICE tourism market. 3. To research hotel business of MICE tourism in Ho Chi Minh City. 4. To analyze hotel business of MICE tourism in Ho Chi Minh City. 5. Thereby, propose some solutions to improve the business efficiency of MICE tourism in Ho Chi Minh City. The researchers is foreseeing to adopt an experimental methodology so that to find out the practical solution of MICE tourism in Ho Chi Minh City. The following research tools will be used: 1. Survey tools 2. Field-study tools The target populations in this study are the customers staying in Ho Chi Minh City; the target population being the group from which the researcher aims to access a sample from. Based on the dimensions identified from the study, components of a decision-making model in MICE tourism market investments can then be defined. Dimensions were grouped together from MICE events that share common characteristics and then ranked in terms of their importance on the case study firm. Based on the key dimensions of MICE tourism market in Ho Chi Minh City, an investment project addressing key dimensions of MICE tourism market were developed. Elements of a decision-making model for the project were then identified based on their relevancy to the investment needs. These dimensions as well as the elements of a decision-making model will then be utilized to develop a frame of reference for valuing MICE tourism market investments in Ho Chi Minh City. CHAPTER 1: INTRODUCTION MICE TOURISM PURPOSE AND RESEARCH DIRECTION: With the advantages of geographical position, natural resources and travel Humanities, Vietnam's people friendly and hospitable, from 1995 to now, Vietnam tourism growth are strong. International visitors to Vietnam increased by an average of 11% / year, domestic tourists increased by an average of 10% / year. International cooperation and tourism market expanding, Vietnam has signed bilateral cooperation agreements and commitments with international organizations on the development of tourism. Facilities also growing in both quantity and quality, to meet the needs of visitors to welcome Vietnam. Moreover, according to the World Tourism Organization, in the future, as infrastructure development, the Vietnamese will increasingly improve the quality and competitiveness of tourism, particularly MICE tourism. Ho Chi Minh City is no exception. With the continuous development of economic and human resources, and perceived importance of the tourism industry, Ho Chi Minh City is striving to become an ideal destination for tourists. Understand the advantages of natural and local strengths, identify City spearheaded development of the tourism sector between now and 2015 is the MICE tourism. However, due to objective reality and initial development, practice, Ho Chi Minh City has been largely exploited tourist meetings, seminars and conferences should be within the scope of this article is solely secondary studies in tourism and would like to travel for short conference. Questionnaires and surveys: In this topic, the questionnaire survey to investigate tourists (80% is the object MICE answer to Ho Chi Minh City and 20% of the City organization MICE) travel preferences , spending tourists, quality of service, quality of human resources . the questionnaire was designed mainly closed questions, not too hard, are arranged from easy to difficult, question contents make respondents said the most honest answer. Time to investigate the direct questionnaire asked each person must not exceed minutes. Expert opinion: To find solutions for tourism development conference for Ho Chi Minh City is an area not simple, is related to socio-economic sectors. So during the planning and implementation of promotion plans are required referendum reputable experts in the fields concerned, most experts with experience in organized tourism conference or MICE. 1.1 Research Objectives and the Scope of the Research: Main objective: The purpose of this study was to determine the subject business situation, the advantages and disadvantages of the services for MICE tourism in Ho Chi Minh City. Thereby, the author gives some suggestions and offers some solutions to improve operational efficiency of the business unit for Ho Chi Minh City’s management team in the near future. Specific objective:  To explore the academic literature related to the MICE industry development.  To analyze the opportunities and profits of MICE tourism market.  To research hotel business of MICE tourism in Ho Chi Minh City.  To analyze hotel business of MICE tourism in Ho Chi Minh City.  Thereby, propose some solutions to improve the business efficiency of MICE tourism in Ho Chi Minh City. 1.2 The scope: The researches only focus on the MICE tourism business of Ho Chi Minh City and propose some solutions to improve the business efficiency of MICE tourism in Ho Chi Minh City. 1.3 Problem Questions: - What are the Characteristic of MICE Tourism? - How can the Ho Chi Minh City improve and develop the effectiveness for the MICE Tourism? - How can we satisfy the demand of customers and develop the revenue of MICE tourism? 1.4 Limitation of the research: 1.4.1 Limitation of space: the research does at Ho Chi Minh City. 1.4.2 Limitation of time: the research does from June 2014 to August 2014. 1.5 Research significance: In globalization, are facing many opportunities and challenges. These challenges also require enterprises, especially hotels must innovation, improve self-image to be able to stand in hospitality market. Recognizing this importance, Ho Chi Minh City has continuously build and upgrade facilities, implement business strategies more effectively, build brand image and its customers. However, Ho Chi Minh City must be proactive in attracting visitors to the hotel by figuring out their market. Base on the Ho Chi Minh City’s tourism strategy which focuses MICE tourism market and defines this is a main market to increase customers. This research could help Ho Chi Minh City can asses the opportunities and challenges of MICE tourism. CHAPTER 2: LITERATURE REVIEW 2.1 Research definition of MICE tourism: The global tourism industry can be divided between leisure tourism and business tourism. However, they both require the same infrastructures in terms of accommodations, transports and communications, entertainment, information services and so on (Cooper et al., 2008). The former refers to people whose travel is part of his employment, and as a consequence essential and organized on a regular basis. As far as the latter is concerned, it is a broad term used to define the business travel industry. Meetings, trade fairs and exhibitions, incentive travel and corporate hospitality are one sector within business tourism. The MICE tourism stands for Meetings, Incentives, Conferences and Exhibitions. IAPCO (the International Association of Professional Congress Organizers) publishes a book called "Meetings Industry Terminology" which functions as a dictionary for the meetings industry. These are the definitions as put out by IAPCO: Meeting - general term indicating the coming together of a number of people in one place, to confer or carry out a particular activity. Frequency: can be on an ad hoc basis or according to a set pattern, as for instance annual general meetings, committee meetings, etc. Incentive - meeting event as part of a program which is offered to its participants to reward a previous performance. Conference - participatory meeting designed for discussion, fact-finding, problem solving and consultation. As compared with a congress, a conference is normally smaller in scale and more select in character - features which tend to facilitate the exchange of information. The term "conference" carries no special connotation as to frequency. Though not inherently limited in time, conferences are usually of limited duration with specific objectives. Exhibition - Events at which products and services are displayed. Recently, there has been an industry driven initiative to not use the "MICE Market" label and instead say "The Meetings Industry" which encompasses all the above. In conclusion, Meetings, Incentives, Conferences and Exhibitions are always happening and been known for centuries, it gathered many customers and the movement of passengers from one place to another is always create opportunities for business travel company. 2.2 Related research: Davidson (2008, p.73) describes business tourism as being composed of “people travelling for purposes which are related to their work”. To Swarbrooke and Horner (2007, p.3) business tourism is a broad term which refers to “all the experience of the business traveller” and using the term “tourism” it refers to people who stay at least one night away from home, while business travel refers to day trips for business reason. In addition, according to Davidson and Cope (2003), business travel is composed of two different categories that are individual business travel and business tourism. The former refers to people whose travel is part of his employment, and as a consequence essential and organized on a regular basis. As far as the latter is concerned, it is a broad term used to define the business travel industry. Meetings, trade fairs and exhibitions, incentive travel and corporate hospitality are one sector within business tourism. The employee participates in “occasional word-related group event” (Davidson 2008, p.73). Actually, the terms of business tourism and MICE industry are used interchangeably. In addition, the MICE industry is an all-year-round activity even if some low seasons can be found in summer and winter months, as a consequence people can be full-time employed (Rogers, 2003; Davidson, 2007; Lawrence and McCabe, 2001). As Davidson (2008, p.76) stresses business traveler represents “the bread and butter” market throughout the year. As a consequence, the MICE industry extends business to the off-peak season for 10 APPENDIX I: QUESTIONAIRE Your name: Your company: How old are you? (21-30, 31-40, 40+) How long have you worked for your company? (01, 02, 03, 04, 05+) ************** Question 1: Choose five (5) most important factors which make you choose the hotel for MICE event. In case that you could not find appropriate factors in the list bellow, write your own opinions. Good location Famous and huge hotel Good prices Huge capacities (numbers of rooms) Good Food and Beverages quality Nice Staffs Flexible payment method New renovation Flexible work-time Friendly with environment The comfortable room 68 Diversity services Bonus services Good view Rewarded to loyal customers Easy to get the transportation Good business Attractive inside decorations Active marketing Social activities The five (5) most important factors are: Question 2: Choose five (5) most important factors which made you are not happy with the hotel for MICE tourism, write your own opinions. Bad prices Bad location Having problems with rooms Bad Food and Beverages quality Bad behaviors of Staffs Lacking of Services 69 Too much noise Smelly Lacking infrastructures Not marketing well The five (5) most important factors are: APPENDIX II: QUESTIONAIRE II: Your name: Your company: How old are you? (21-30, 31-40, 40+) How long have you worked for your company? (01, 02, 03, 04, 05+) ************** Please answer each of the following questions with: - Important to me: (01-05 points) Given point: from one (01) point: Not important To three (03) points: medium 70 And five (05) points: Very important - Your expectation from the company: (01-05 points) Given point: from one (01) point: Very bad To three (03) points: Medium And five (05) points: Very good - Please, write down your own opinions for the comment sections, if you expected. Questionnaire II: Reasons Important to me (01-05) My expectation (01-05) Good location Comments Reasons Important to me (01-05) My expectation (01-05) Famous and huge hotel Comments Reasons Important to me (01-05) My expectation (01-05) Good price Comments 71 Reasons Important to me (01-05) My expectation (01-05) Good FnB quality Comments Reasons Important to me (01-05) My expectation (01-05) Nice staffs Comments Reasons Important to me (01-05) My expectation (01-05) Flexible payment method Comments Reasons Important to me (01-05) My expectation (01-05) New Novation Comments Reasons Important to me (01-05) My expectation (01-05) Flexible working time Comments 72 Reasons Important to me (01-05) My expectation (01-05) Friendly with the environment Comments Reasons Important to me (01-05) My expectation (01-05) Comfortable room Comments Reasons Important to me (01-05) My expectation (01-05) Diversity services Comments Reasons Important to me (01-05) My expectation (01-05) Bonus Services Comments Reasons Important to me (01-05) My expectation (01-05) Good view Comments Reasons Important to me (0105) 73 My expectation (01-05) Easy to get the transportation Comments Reasons Important to me (01-05) My expectation from the company (01-05) Rewarded to loyal customers Comments Reasons Important to me (01-05) My expectation (01-05) Social activities Comments Reasons Important to me (0105) My expectation (01-05) Important to me (0105) My expectation (01-05) Easy to get the transportation Comments Reasons Good business Comments 74 Reasons Important to me (0105) My expectation (01-05) Important to me (0105) My expectation (01-05) Attractive inside decoration Comments Reasons Active marketing Comments APPENDIX III: THE INTERVIEW QUESTIONS Listing several of the questions for the Interview To International tourism: 1. What the most important points that make you choose the hotel for your MICE event according your own opinion? 2. How you judge the services of a hotel? 3. What kind of the thing that you like most ? 4. Will you come back the hotel and bring more customers next time? 5. What you think about choosing a MICE location and that place does not meet your demands before the event happen? Will you choose another one? To Domestics costumers: 1. What the most important points that make you choose the hotel for your MICE event according your own opinion? 2. How you judge the services of a hotel? 3. What kind of the service of hotel that you like most ? 75 4. Will you come back the hotel and bring more customers next time? 5. What you think about choosing a MICE location and that place does not meet your demands before the event happen? Will you choose another one? APPENDIX IV: THE ANALYSIS AND EVALUATION OF SCALE TO MEASURE OF THE PERCEPTION ABOUT THE HOTEL REPUTATION THE ANALYSIS OF THE SCALE OF THE PERCEPTION ABOUT THE HOTEL REPUTATION KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity .621 Approx. Chi-Square 265.363 Df 10 Sig. .000 Communalities Extractio Initial n Good environment 1.000 .819 Famous and huge company 1.000 .749 Training & knowledge development 1.000 .579 Opportunities to promote 1.000 .705 Social activities 1.000 .574 Extraction Method: Principal Component Analysis. Total Variance Explained Initial Eigenvalues Component Total % of Variance Extraction Sums of Squared Loadings Cumulative % 2.240 44.791 44.791 1.186 23.722 68.513 .723 14.455 82.967 76 Total 2.240 % of Variance 44.791 Cumulative % 44.791 .488 9.751 92.719 .364 7.281 100.000 Extraction Method: Principal Component Analysis. MEASURING THE RELIABILTY EVALUATION OF SCALE THE SCALE OF THE PERCEPTION ABOUT HOTEL REPUTATION RELIABILITY ANALYSIS – SCALE ( ALPHA ) Case Processing Summary N Cases Valid Excluded a Total % 250 100.0 .0 250 100.0 a. Listwise deletion based on all variables in the procedure. Summary Item Statistics Mean Item Means 3.682 Minimum Maximum Range 3.376 3.860 Maximum / Minimum Variance N of Items .484 1.143 .043 Item-Total Statistics Scale Mean Scale Corrected Squared Cronbach's if Item Variance if Item-Total Multiple Alpha if Deleted Item Deleted Correlation Correlation Item Deleted Good environment 14.83 5.474 .485 .219 .706 Famous and huge company 14.67 4.680 .604 .410 .495 Training & knowledge development 14.55 4.771 .464 .360 .556 Opportunities to promote 14.55 5.252 .515 .378 .550 Social activities 15.03 5.164 .423 .244 .628 APPENDIX V: THE ANALYSIS AND EVALUATION OF SCALE TO MEASURE OF THE PERCEPTION ABOUT THE HOTEL FACILITIES 77 THE SCALE OF THE PERCEPTION ABOUT THE HOTEL FACILITIES KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity .501 Approx. Chi-Square 770.084 Df 10 Sig. .000 Communalities Initial Extraction Huge capacities (rooms and meeting rooms) 1.000 .891 New renovation 1.000 .859 Comfortable room 1.000 .871 Good View 1.000 .851 Attraction inside decoration 1.000 .730 Total Variance Explained Compo nent Total Initial Eigenvalues Extraction Sums of Squared Loadings % of Variance Cumulative % Total 2.394 47.886 47.886 1.807 36.146 84.032 .478 9.563 93.594 .226 4.528 98.122 .094 1.878 100.000 % of Variance Cumulative % 2.394 47.886 Extraction Method: Principal Component Analysis. MEASURING THE RELIABILTY EVALUATION OF SCALE THE SCALE OF THE PERCEPTION HOTEL FACILITES RELIABILITY ANALYSIS – SCALE ( ALPHA ) Case Processing Summary N Cases Valid % 250 100.0 78 47.886 Excludeda Total .0 250 100.0 a. Listwise deletion based on all variables in the procedure. Summary Item Statistics Minimu Maximu m m Mean Item Means 3.595 3.316 Range 3.856 Maximum / Minimum Variance N of Items .540 1.163 .052 Item-Total Statistics Scale Cronbach's Scale Mean Variance if Corrected Squared Alpha if if Item Item Item-Total Multiple Item Deleted Deleted Correlation Correlation Deleted Huge capacities (rooms and meeting rooms) 14.66 7.960 .493 .803 .687 New renovation 14.26 6.593 .579 .711 .604 Comfortable room 14.29 6.045 .839 .739 .480 14.58 8.606 .465 .744 .738 14.12 9.447 .404 .461 .712 Good View Attraction inside decoration APPENDIX VI: THE ANALYSIS AND EVALUATION OF SCALE TO MEASURE OF THE PERCEPTION ABOUT HOTEL SERVICES THE ANALYSIS OF SCALE TO MEASURE OF THE PERCEPTION ABOUT THE HOTEL SERVICES KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. Chi-Square Df .760 770.084 10 Sig. .000 Communalities Initial Extraction 79 Huge capacities (rooms and meeting rooms) 1.000 .965 New renovation 1.000 .791 Comfortable room 1.000 .899 1.000 .922 Attraction inside decoration 1.000 .832 Huge capacities (rooms and meeting rooms) 1.000 .965 Good View Extraction Method: Principal Component Analysis. Total Variance Explained Compo nent Total Initial Eigenvalues Extraction Sums of Squared Loadings % of Variance Cumulative % Total 3.271 54.513 54.513 2.104 35.066 89.579 .432 7.193 96.771 .167 2.790 99.561 .026 .439 100.000 6.160E-17 1.027E-15 100.000 3.271 % of Variance Cumulative % 54.513 54.513 Extraction Method: Principal Component Analysis. MEASURING THE RELIABILTY EVALUATION OF SCALE THE SCALE TO MEASURE OF THE PERCEPTION ABOUT THE HOTEL SERVICES RELIABILITY ANALYSIS – SCALE ( ALPHA ) Case Processing Summary N Cases Valid Excludeda Total % 250 100.0 .0 250 100.0 a. Listwise deletion based on all variables in the procedure. Summary Item Statistics 80 Mean Item Means Minimum Maximum Range 3.570 3.288 3.984 Maximum / Minimum Variance .696 1.212 N of Items .080 Item-Total Statistics Scale Corrected Scale Mean if Variance if Item-Total Item Deleted Item Deleted Correlation Squared Cronbach's Multiple Alpha if Correlation Item Deleted Bonus Services 18.13 12.059 .674 . .744 Friendly with environment 17.68 11.038 .714 . .731 17.72 10.774 .863 . .692 18.00 15.353 .468 . .859 Rewarded to loyal customers 17.44 16.038 .447 . .812 Easy to get transportation 18.13 12.059 .674 . .744 Diversity services Good FnB quality APPENDIX VII: THE ANALYSIS AND EVALUATION OF SCALE TO MEASURE THE PERCEPTION ABOUT THE HUMAN RESOURCES THE ANALYSIS OF THE PERCEPTION ABOUT THE HUMAN RESOURCES KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity .621 Approx. Chi-Square 780.215 Df Sig. .000 Communalities Extracti Initial on Bonus Services 1.000 .953 Friendly with environment 1.000 .841 Diversity services 1.000 .908 81 Good FnB quality 1.000 .978 Total Variance Explained Initial Eigenvalues Compo nent Total Extraction Sums of Squared Loadings % of Variance Cumulative % 2.380 59.493 59.493 1.300 32.502 91.994 .269 6.734 98.728 .051 1.272 100.000 % of Variance Total 2.380 Cumulative % 59.493 59.493 Extraction Method: Principal Component Analysis. MEASURING THE RELIABILTY EVALUATION OF SCALE THE SCALE OF THE PERCEPTION ABOUT THE HUMAN RESOURCES RELIABILITY ANALYSIS – SCALE ( ALPHA ) Case Processing Summary N Cases Valid Excludeda Total % 250 100.0 .0 250 100.0 a. Listwise deletion based on all variables in the procedure. Summary Item Statistics Mean Item Means 3.520 Minimum Maximum Range 3.280 3.720 Maximum / Minimum Variance N of Items .440 1.134 .046 Item-Total Statistics Scale Mean Scale Corrected if Item Variance if Item-Total Deleted Item Deleted Correlation 82 Squared Cronbach's Multiple Alpha if Item Correlation Deleted Active marketing 10.80 6.466 .508 .889 .676 Nice staff 10.36 5.251 .677 .707 .565 10.40 5.060 .845 .854 .463 10.68 8.130 .449 .810 .859 Flexible working time Flexible payment REFERENCES: 1. Book: Branham, L. (Jan-2000), “Keeping the people who keep you in business” - 24 ways to hang on to your most valuable talent”, page 1-6, 48. 2. Documentary: Pausch, R. (2009), "The last lecture" - the introduction of lectures on human resource management, Carneige Mellon University (USA), Plenum Press, New release in 2009. 3. Scale: Parasuraman, 1991. 4. Scale: Netemeyer ctg.,1997 5. Scale: Yoo ctg., 2000; Dodds,1999. 1. "Annual Report" from VIETNAM NATIONAL ADMINISTRATION OF TOURISM 2. Retrieved from: Youth Publishing House, 2007, "The nature of human resources management-Establish elite Army", edited and published by Youth Publishing House, page 3. 3. Textbook, Lecturers: Nguyen, V. D. – Nguyen, N. Q. (2010), "Human Resource Management,", National Economics University, 2010, Overview 83 [...]... about 15% of the total number of international tourists to travel to Thailand In Vietnam, the tourism and business in the new aviation since 2002, according to information from Saigontourist, at the international conference on recent MICE, Ho Chi Minh City and Hanoi are the business MICE is evaluating two potential new destinations MICE clients have grown tired of the old familiar places in Asia, such... to 5 stars The luxury 3-5 star hotels are mainly concentrated in District 1 Due to the development of tourism, luxury rooms in the city is severely lacking Although many investors intending to build luxury hotels in Ho Chi Minh City, but they have difficulty in finding locations It is expected that by 2020, 10 cities will have more room 4 or 5 thousand stars Ho Chi Minh City is also a center for shopping... the customers will be creating the 32 good image of the hotel, they love to stay at the famous and good hotel The result will be associated to the loyalty of customers to the hotel • Hypothesis T2: The perception of the hotel to have enough space for a MICE event and capacities to host a group of MICE customers When capacities of hotel meet the needs for satisfaction of customers • Hypothesis T3: the. .. that there is huge potential VN and outside of Hanoi, Ho Chi Minh City is where most tourists arrive first (because the City international gateway to the country's largest), if the city has the ability to link with sites of the region (the provinces of the Mekong Delta) and the provinces in the country, the city took control completely in the development of tourism programs, conferences, as well as to. .. formally trained, the training focused but did not meet the actual requirements CHAPTER 3: RESEARCH MODEL (Figure into the relationship between the factors affecting the growth of MICE tourism – the SATISFATION OF CUSTOMERS) As we know, customers are very important of the services field MICE tourism is depend on the satisfactions of customers and the willing of coming back in the future In this section,... cities of other countries in the region such as Bangkok, Singapore, Kuala Lumpur the Ho Chi Minh City is quite new destination for international visitors make up the attraction for visitors wishing to explore the domain new land In terms of countries, the Ho Chi Minh City is the number one choice for serving conditional basis tourists relatively complete 19 Assessing the potential for MICE, WTO expert... on the above analysis, the satisfaction of the customers affected and the impact of factors related to the growth of revenue of MICE tourism Here I would like to present the theoretical model of satisfaction of customers based on the basis of relevant theories will be the following: • Hypothesis T1: The perception about the reputation of hotels This is a very important factor, this implies the tourists... adaptation to integration; Ho Chi Minh City has great potential in the approach, exploiting and developing MICE tourism (focus on tourism conference) - a tendency to travel the world 18 As a young city with 300 years of history, but Ho Chi Minh City has built many buildings and owns a diverse culture The tourist attraction of the city is relatively diverse With 11 museums system, mainly on historical themes,... historical themes, Ho Chi Minh City Vietnam ranked first in the number of museums Museum of the largest and oldest city is Vietnam History Museum with 30 thousand objects While most visitors to the War Remnants Museum is a foreigner, the museum attracts many domestic tourists especially Ho Chi Minh Museum Ho Chi Minh City is a metropolis on religious diversity Currently in Ho Chi Minh City has 765 hotels with... not meet the requirements of international delegations, tourists traders, there is the group solvency but require high quality and professional service style high Status of international visitors to Ho Chi Minh City: Ho Chi Minh City attracted the largest number of tourists Vietnam By 2009, although affected by the economic crisis in 2008 caused tourists to the city has decreased, but their own international . tourism in Ho Chi Minh City.  To analyze hotel business of MICE tourism in Ho Chi Minh City.  Thereby, propose some solutions to improve the business efficiency of MICE tourism in Ho Chi Minh City. . tourism in Ho Chi Minh City. 4. To analyze hotel business of MICE tourism in Ho Chi Minh City. 5. Thereby, propose some solutions to improve the business efficiency of MICE tourism in Ho Chi. 1.2 The scope: The researches only focus on the MICE tourism business of Ho Chi Minh City and propose some solutions to improve the business efficiency of MICE tourism in Ho Chi Minh City.