market research on customer expectations on domestic beach tour travel in vietnam

8/14/2019 Market Research on Customer Expectations on Domestic Beach Tour Travel in Vietnam

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Market research assignment MBAVB2-Group 4

Research on Customers expectation for domestic beach tour travel for Vietnamese touristsin Vietnam

Professor: Claire Gruslin

Prepared by Group 4

Phan Thuong VU Doan Thi Ngoc THANH

Nguyen Manh HUNG Nguyen Van HUNG

Nguyen Thi Thu THAO

HCMC OPEN UNIVERSITY

MARKET RESEARCH

Survey of Customers expectation for domestic beach tour

travel for Vietnamese tourists in Vietnam

Ho Chi Minh City, Sept 15, 2009


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TABLE OF CONTENTS

I. EXECUTIVE SUMMARY ........................................................................................... 3

II. INTRODUCTION ......................................................................................................... 4

1. Rationale of the study: ............................................................................................... 4

2. Objectives of the study: ............................................................................................. 4

3. Scope & limit of the study ......................................................................................... 44. Methodology .............................................................................................................. 5

Research design: .................................................................................................... 5

Sampling technique:............................................................................................... 5

Questionnaire design.............................................................................................. 5

Dependent and independent variables ................................................................... 5

III. DATA & ANALYSIS.................................................................................................... 6

1. Respondents demographical data ............................................................................. 6

2. Survey data analysis................................................................................................... 7

Additional comments:.......................................................................................... 14

IV. CONCLUSION............................................................................................................ 15

V. APPENDIX.................................................................................................................. 16

1. Questionnaire ........................................................................................................... 16

2. Explanation of the order of each question & purpose of each question .................. 21


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I. EXECUTIVE SUMMARY

It is a fact that Vietnam is a country of beautiful beaches. Beaches not onlycontribute to providing food for the people but also being places for relaxation andholidays. With a long coastline rich in local culture, Vietnam is one of the rapid developingtourism industries in the region. Eden Travel Company specializes in offering tourpackages to tourist destinations across Vietnam. However, as the market becomes morecompetitive plus a sense of new trend in customers expectation, Eden is seeking tounderstand this new trend, specifically in beach tour vacation among Vietnamese tourists inVietnam. This paper helps Eden Travel Company to identify and understand customersexpectation focusing on 5 elements that influence their choice to buy a beach tour package:Transportation, Accommodation, Dining, entertainment and customer service.

Email questionnaire will be the basic method to collect data for this research. 100respondents were randomly selected from 3 different demographic areas within HCMC, inwhich respondents are believed to have different income level which might lead to differentopinions and choice.

This research showed that most of Vietnamese tourists have experienced a beachtour with a traveling company. The market is proved to be very attractive to holidaymakers. Tourists also said that they go to the beach for relaxation and sea entertainment.They will pay the highest attention to safety and cost respectively when it comes tochoosing a vehicle; plane and car are two most favorite transports they would like to use.No surprise that resorts or hotels with sea-view are favored by most tourists, and rooms fortwo people are also most chosen. In addition, Wi-fi internet and spa are new trend of hotelamenity and relaxation style required by travelers. BBQ on the beach or free choice diningstyle is becoming preferable than food pre-ordered or buffet at hotels. Rejuvenating in hot-stream bath or diner cruise on the river is new trend of entertainment style disclosed fromthe paper. Regarding customer service, it is proven that customer service quality of traveling agencies is under expectation, while service as promise is the most criticalcriterion companies should stay focus to acquire customer satisfaction and loyalty.

Based on this study, Eden Traveling Company can generate an action plan inlinewith customers request in terms of beach tour revealed from researchs findings in order tomeet their acquire customers expectation.


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II. INTRODUCTION

1. Rationale of the study:

Vietnam has the letter S shape from the northernmost point to the southernmostpoint that is adjacent to the sea, with 3,200 kilometers coastline plus a plenty of islands, hasmany potentials to develop tourism industry, especially sea travel sector. Besides, the seaof Vietnam has more than 2,000 kinds of fish, including 130 species of high economicvalue. On the other hand, it is a safe place for tourists. Furthermore the friendliness of therural people at these destinations as well as diversified and colorful culture is alsointeresting element.

Almost travel companies serve all kinds of tours: inbound (incoming) outbound domestic. We mention domestic tours; they serve most of kinds, such as: highland tours,sea tours, Mekong Delta tours etc. There is not one service travel companies specificallyfocus on one theme such as sea tour or outbound tour. For instance, they just position aswell-known traveling agencies in ones area or service, such as: Saigontourist in Europetours, Viettravel in diving tour in Nha Trang and so on.

Why is there none companies offer sea tours only? They will be more professional in oneservice or one product than diversified others or jack of all trades is master of none.Furthermore, the sea tour market size is big (it takes around 80% packaging tours thattourism companies are selling).

According to Mr. Pham Truong Hoang, National Economics University, Vietnam has notdeveloped it beach travels so remarkably in the way it can be outstanding and differentiate

compared to other regional countries and beach countries in the worlds1. For instance,

domestic travelers are often offered beach tour packages which are similarly designed andimplemented from one Travel Company to another. This creates a challenge for holidaycompanies to creatively redesign their trips to capture a new trend in enjoying a beachholiday to make every vacation a memorial holiday for the travelers. So this research is aimto identify customer trends in domestic beach travel for Eden Company.

2. Objectives of the study: To understand what Vietnamese tourists are expecting in terms of beach tour

holiday in Vietnam

3. Scope & limit of the study The limitation of the study is its small sample size and it only research on customers

in HCMC. This sample will not represent all the domestic travelers of Vietnam in whichEden is targeting. However, the research results can be served as a guide to help Eden tounderstand factors that influence in customers choice over beach travels in a new trend incustomers expectation

1 http://www.thiennhien.net/news/161/ARTICLE/8872/2009-06-17.html


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4. Methodology

Research design:

The study consists of exploratory research and descriptive research. The exploratoryresearch focused on figuring out customers expectations on beach travels, conducted byinterviews with experienced experts in tourism industry and a group of 8 beach travelers.Findings from these interviews will be utilized to design a questionnaire in descriptiveresearch stage.

Target population are Vietnamese tourists who are different in age but have passionto discover the beauty of the country. Most of them are in age of working force, energeticand fun-loving people.

Sampling technique:This research sees medium income segment as target customers. These target

customers were defined as officers working in office building in HCMC. By choosinginvestigating these sample respondents, it helped to reduce time of traveling of researchersto approach respondents. The survey will be conducted by 100 individual respondents.Respondents are selected randomly in 3 geographic areas as follows:

Region District Number of respondentsI: city centre office building 1, 3 40II: satellite districts Tan Binh, Binh Thanh 40III: outskirts districts Thu Duc, Binh Chanh 20

Data collection of this research consists of men & women at the rate of 64% & 36%2 respectively. The ages of respondents are in working age from 18 to 60 (for both men andwomen). Both exploratory & descriptive research is conducted in HCMC of Vietnam.Each researcher should know at least one person in each survey office building in order toask them to forward the email survey to respondents in that office building. This was howthe sampling list was generated.

Questionnaire design Purpose of each question & explanation of order of each question

(Please see Appendix) Comment on measurement scale (please see appendix)

Dependent and independent variablesThe exploratory research helped Eden to understand customers point of view

regarding a beach vacation in Vietnam. 2 groups of respondents were asked to retell theirexperience as well as expectations towards an ideal beach tour. The discussion focused on5 aspects which are independent variables (transportation, lodging, food & refreshment,entertainment and customer service) that influence the dependent variable (the intention topurchase their favorite beach tour). The questionnaire will test these independent variableswith a broader scale of respondents.

2 General statistics officeResults of tourism expenditure survey in 2005


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III. DATA & ANALYSIS

1. Respondents demographical data

By age group

Respondents by Age group

28%

66%

4%

2%

15-25

26-35

36-45

>45

94 % of respondents who conducted the survey are under 35, while a small proportion of them, 6%, are over 35 years of age.By education level

Respondents by Education level

2% 17%

71%

10%

High school

College

Unversity

Master

Most of respondents are university graduates, about 71%, while there was smallerpercentage of respondents who have lower education level. (College 17%, High school2%). Besides, there is 10% of respondents who hold a post graduate degree participated inthis survey.


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By Gender

Respondents by gender

43%

57%

Male

Female

The percentage of contribution by gender is quite equal to male & female (43%, 57%respectively)

By monthly income

respondents by income

8%

35%

29%

28%< 3 Mil

3 Mil - < 6 Mil

6 Mil - < 9 Mil

> 9 Mil

43% of respondents earn below VND 6 Mil/month, and 67% of them earn more than VND6Mil/month.

2. Survey data analysis

Q1.1: Have you ever had a domestic sea travel?

Respondents had dome stic beach travell

Yes 1, 95%

No 1, 5%


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Most respondents have been traveled to the beach in Vietnam (95%)

Q1.2: If yes, have you ever gone with tourism companies?

Respondents Traveled by tour

75%

25%

Yes

Not yet

Most of Vietnamese beach tourists have ever gone on tours with tourism companies.

Q2. Please specify reasons why you choose sea travel (one or more)

Reasons for be ach travels

30

4236

4

62

78

0

10

20

30

40

50

60

70

80

90

Entertainment Travelling withf riends/co lleagues

Sightseeing Ocean discovery Relaxat ion Others (plsspecify)

N u m

b e r o

f r e s p o n s e s

Relaxation and entertainment are two main reasons for Vietnamese tourists to go on beachvacation. In the past, when Vietnamese people traveled, they would like to go sightseeingand relaxing on the beach. Nowadays, when the living standard is improved, going to thebeach is not only for relaxation but also for entertainment activities (team building, watersports)


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TRANSPORTATION

Q3: How do you rank items that you concern relating to kind of transportation for your

trip? (5 is the top priority, 1 is the lowest priority)

Tourists' ranks of vehicles criteria

308

282

250

345

439

0 50 100 150 200 250 300 350 400 450 500

safety

cost

Time of transportation

comfortability

distance

Safety and Cost are becoming the first top 2 priority in choosing a vehicle for traveling.Safety consists of many criteria varied from type and quality of vehicle, onboard safetyequipments, number of drivers per vehicles On the other hand, cost is still a concern forVietnamese tourist because the country GDP per capita is USD 1000, while a budget beachtour averagely costs USD 100, which is 10% of nationwide income per capita.

Q4: Which kind of transportation do you prefer for your trip? (You can choose more

than 1 answer)

Kind of transportation

28

32

24

4

43

59

68

0 10 20 30 40 50 60 70 80

Plane

Car

Train

Bus

Boat/ ship

Motorbike

Others (please specify)

Plane and car are becoming more favored by Vietnamese tourists.Plane is the most favorite vehicle because it has competitive advantage in terms of time andsafety compared to other types of vehicles. Besides, car is also favored by Vietnamesetourists because of its flexibility. Vietnamese people like to go traveling with family orfriends, therefore cars are more personal for traveling with the whole family or big group of friends (more than 10 people).


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Resort or hotel with ocean view is liked the most by tourists. In addition, twin rooms arethe most favored room standard.

Other hotel amenities

Tourists' prefered other hotel amenities

5

12

1

3

0

3

12

39

10

15

5

34

24

38

70

64

58

57

0% 20% 40% 60% 80% 100%

Swimming pool

Bar

wifi internet

cable television

hot water shower

Minibar

Very unlikely/Quite unlikely

Neither likely nor unlikely

Quite likely/Very likely

Hot water shower, cable TV and Wi-fi internet are becoming necessary in room. These

facilities are convenient for in-room entertainment such as watching TV, or surfing theinternet (working, communication). In addition, travelers would like to have a swimmingpool in their hotel for outdoor refreshment.

Other conveniences

Others Conveniences

2128

13 15

4

58

71

0

10

20

30

40

5060

70

80

Spa Karaoke Tenis court Billiards table tenis Volleyball Others:

N u m

b e r o

f r e s p o n s e s


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Karaoke and spa are the most 2 favorite facilities tourists would like to have in theiraccommodation place. Spa is new trend of health treatment which is booming in Vietnam.Vietnamese tourists are becoming attentive to recover their health during travels by enjoyspa therapy. On the other hand, karaoke is believed to be chosen by different mentality.

Karaoke is an occasion to gather people to sing together with reasonable cost.

DINING

Q8: Where do you like to eat?

Location for Dining

Special Localrest 89%

At restaurant,11%

Eating at specialty local restaurant is most chosen by Vietnamese travelers. This choice iseasily understandable because Vietnamese people think specialty local food shops offerreal local cuisine with local traditional cooking style, which is more tasty and delicious.

Q9: Which kind of dining style do you like? (One or more)

Dining style

42

63 59

4

010203040506070

Buffet at restaurant BBQ at seashore free choice Food ordered by the tour

company

N u m

b e r o

f r e s p o n s e s

It is clearly seen that tourists dont like their meal pre-ordered by traveling agencies.Obviously, people prefer freedom in their choice of dining style. They even prefer BBQnearby the beach than buffet at the restaurant.


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ENTERTAINMENT

Q10: Your evaluation about some kinds of entertainment during you beach tourtravel.

Favourite entertainment activities

80%

72%

73%

74%

60%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Relaxing sea-bath/Hot stream

Teambuilding

Fire Camping

Cruise on the river

Experience local life

These are 5 favorite entertainment activities, eliminated from 9 activities, tourists wouldlike to experience during their travels. There is a trend in ways of entertaining beside thebeach which is more laziness and relaxation such as diner cruise on the river, or hot-streambath treatment. Other activities which are more action-oriented like team-building or fire-camping are also paid attention by travelers.

CUSTOMER SERVICE

Q11: Your general evaluation about customer services of sea travel tour in Vietnam

Customers evaluation on Customer Service perceived

78

10

12

6

13

14

3631

41

30

24

37

31

5054

42

51

63

42

48

0% 20% 40% 60% 80% 100%

Serviced as promiseAttractive content

Good medical support

Well-trained tour guide

Tour guide are courteous & empathetic

Full and clear safety intructions and tools

Drivers are polite

SD/DNDAA/SA

At first glance, beach package tours provided by travel agencies are poorly serviced. Onaverage, less than 60% of respondents agreed or strongly agreed on positive statementabout customer service aspects. This figure explains that customer service offered by tourtraveling companies is not so outstanding that they can make travelers impress andconsume the tour again. This matter is proved by a decreasing percentage of tourists whorepeat to travel with the same company in Vietnam recently.


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Additional comments:

Q2: Other reasons to take a beach vacation- I would like to join team-building- Buying local souvenirs- Eating local sea-food- Experiencing landscape

These additional comments are not really valuable to get insight into motivations to travelto the beach better than the proposed answers. However, team-building activities arebecoming favored by young generation. It describes passion to learn teamwork skills whichare still not strong point among young Vietnamese persons. Travel companies shouldconsider this recommendation to design specific tour either only for team-buildingactivities or mix team-building games into package tours for young people.

Q4: Other kinds of transportation(No additional comment)

Q6: Other room amenities- Hot water bottle incase customers have babies and they need to give them milk

bottle- Hair dryer- Make-up table

The suggestion is valuable to understand what is basically necessary to travelers, especiallyfemale or children. The fact that most hotels eliminate these basic in-room facilities toreduce cost associated. Actually, the demand is easily answered. For instance, in smallhotels, they can place a hot-cold water dispenser in the stairs area so everyone can sharedrinking water.

Q7: Other hotel facilities & services- Motorbike for rent- Dirt-bike for rent

Vietnamese tourists seem like to be independent so even traveling with a tour, after arrivingat the destination; they will desire to ride a motorbike to discover the places themselves.Dirt-bike is for adventurous loving persons, which is also recommended available for rentat hotels.


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IV. CONCLUSION

From our research, we found that Beach tour travel is becoming very attractive market,especially when level of living standard in Vietnam is improved. It seemed like most of Vietnamese tourists are not satisfied with tours available on the market. The paperidentified different expectations with regard to how a beach tour should be offered.Traveling agencies should pay attention to these criteria to design appropriate tours whichmatch each group of customers. Themes of tours should be tailor-designed upon customersneeds such as either it is for relaxation, beach entertainment, laziness or adventure. It isalso important that after designing attractive tours, tourism companies should be offer thesetours to the right groups of customer. In addition to that, Customer care is highlight of acquiring customer impression, keeping them satisfied and loyal.


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V. APPENDIX

1. Questionnaire

The Survey of

Customers expectation for domestic beach tour travel for

Vietnamese tourists in Vietnam

Hello,

We are conducting a survey on Customers expectation for domestic beach tour travel.

Please give us few minutes to complete this questionnaire. The data collected from this

questionnaire will be used only for the statistical analysis and your personal information

will be kept confidential and remains anonymous. This survey will take up to a maximum

of 15 minutes.

NO. QUESTIONNAIRE

01 1.1 Have you ever had a domestic sea travel? (choose 1)

Yes

Not yet ( please go to sentence 1.3 )

1.2 If yes, have you ever gone with tourism companies?

Yes ( go to sentence 2 )

Not yet.

1.3 Suppose that you're going to have a sea travel tour, please answer the followingquestions (exclude Question 11)

02 2. Please specify reasons why you choose sea travel (one or more)

Entertainment

Having fun with friends/colleagues

Sightseeing

Ocean discovery (snorkeling, diving, rowing, etc)


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Relaxation

Others (please specify):

TRANSPORTATION

03 3. How do you rank items that you concern relating to kind of transportation for yourtrip? (5 is the top priority, 1 is the lowest priority)

Elements 5 4 3 2 1

Time of transportation

Cost

Distance

Safety

Comfort

04 4. Which kind of transportation do you prefer for your trip? (you can choose morethan 1 answer)

Plane

Car

Train

Bus

Boat/ ship

Motorbike

Others (please specify):

ACCOMODATION05 5. Which area do you prefer to stay?

Downtown.

Far away from downtown.

06 6. Your evaluation about accommodation criteria:

AccommodationVery

unlikelyUnlikely Neither

likelynor

Likely Verylikely


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1 2unlikely

3 4 5

Kinds of accommodation

Resort with peaceful sea view

Hotel with sea view window

Budget hotel

Type of room

Single

Twin

Family

Group

Other amenities

Swimming pool

Bar

Wifi internet

Cable television

Hot water shower

Minibar with full of beverage

Others (Please specify):

07 7. Other services you'd like to have inside or nearby your place:

Spa

Karaoke

Tennis court

Billiard

Table-tennis

Volleyball


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Others:

DINING08 8. Where do you prefer to eat? ( one answer)

At hotel restaurant

At local specialty food restaurant

09 9. Which kind of dining style do you like? ( one or more)

Buffet at restaurant

BBQ at seashore

Free choiceFood ordered by the tour company

ENTERTAINMENT10 10. Your evaluation about some kinds of entertainment during you beach tour travel

Items

Veryunlikely

1

Unlikely

2

Neitherlikely

norunlikely

3

Likely

4

Verylikely

5

Relaxing sea-bath/ hot-stream bath

Teambuilding and physical games(football, volley ball )

Fishing

Rowing on the sea

Snorkeling and diving

Night camping

Cruise on the river

Visiting local vestiges and historical places

Home-stay with local resident

CUSTOMER SERVICES11 11. Your general evaluation about customer services of sea travel tour in Vietnam


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Items

Strongly

disagree( SD)

1

Disagree

(D)

2

Neitherdisagreeor agree(NDA)

3

Agree

(A)

4

Stronglyagree

(SA)

5

Good services as guaranteed with precisetime and schedule

Attractive content

Good medical support

Well-trained tour guide with wideknowledge

Tour guide are courteous & empathetic

Full and clear safety instructions and tools

Drivers are polite

12 12. Your opinion/ contribution about sea travel tour content/ schedule for tourismcompanies to meet customer's demand

INTERVIEWEE INFORMATION

13

Please tell us your age15-25

26-35

36-45

>45

14

Please tell us about your education levelHigh school

College

University

Master

15

Please indicate your genderMale

Female

16 Please state your monthly income


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< 3mil 3 < 6mil 6 < 9mil > 9mil

---End---

Thank you so much for your answers which are so important to us.

2. Explanation of the order of each question & purpose of eachquestion

The questionnaire comprise of 3 partsPart I: Warm-upPart II: Main survey

Part III: Interviewee information

***************************************************Part I: Warm-up

There are 3 questions:

Q1.1: Dichotomous (two choice) question/Screening question/ Nominal scaleTo identify prospective respondents and prevent respondents who are notqualified for this survey about beach tour travelers.

The nominal scale is to categorize 2 groups of respondents.Q1.2: Filter question/ Nominal scale

To narrow down respondents who have traveled with tourism companiesbecause this research is for Eden Travel Company who offers tour packages.The nominal scale is also to categorize 2 groups of respondents.

Assumption : In case, there is a huge proportion of travelers who havent not toured withtravel companies, this question assume that all respondents are on a beachtour and try to learn what do they expect from that. This statement aims athelping respondents who have even not traveled with a traveling company togive their state-of-intention opinions about future beach tours.

Q2: Why question/ Nominal scale Respondents were asked to provide motivations of going travels to thebeach. The nominal scale helps to categorize the responses into exclusivesubsets of reasons why tourists go on a beach tour.

********************Part II: Main survey

This part will survey 5 elements that normally comprise in a tour package,particularly a beach tour provided by a traveling company. These elements

are investigated according to the procedure, starting from choosing a


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vehicle, then where to stay, where and what to eat, what kind of entertainment and what service level travelers expect to perceive from theirvacation tour.

Q3: Ranking-order scale/ Ordinal scale Respondents were asked to rank 5 criteria according to order of priority of

their concern in choosing a traveling vehicle (Time, Cost, Distance, Safety,and Comfort), because different priority make different choice of vehicle.The ordinal scale allows respondents to express relative magnitude intohierarchical patterns whether, for instance, time is more important/lessimportant to cost or safety

Q4: Multiple-choice question/ Nominal scale After identify level of priority on each element, customers will logicallychoose the type of transportation that matches their priority the most.(Attributes are displayed in order of the highest price to the lowest price: air-plane, car, train, bus, ferry, motorbike

Nominal scale is to arrange the numbers of responses per type of vehicleinto exclusive subsets.

Q5: Closed-ended question/ Nominal scale This question firstly identifies the location of hotels whether tourists preferto stay in downtown where it is convenient in terms of supermarket. ornot-in-downtown where it is peaceful and getaways from the bustling of thecity.

It is not important to reveal level of intensity between staying in or out of downtown so nominal scale was applied to categorize the groups of responses only.

Q6: Category-scale: Interest scale/ Ordinal ScaleAfter choosing the location, respondents will select their types of hotelsaccording to their interest, budget; then type of rooms which is accordingto their comfort such as peaceful resort, hotel with sea views or budgethotels. Different people are believed to make different choice upon type of rooms also from single room, double room or family rooms Using interestscale is aim to understand clearly level of interest on specific criteria of

lodging from different groups of tourists.

Transportation

Accommodation

EntertainmentTransportation Accommodation DiningCustomerservices


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The use of ordinal interval scale allowed respondents to express their levelof interest upon each attribute including in type of hotels.

Q7: Multiple-choice question/ Nominal scale

Respondents were asked to select other hotel amenities (spa, karaoke, tenniscourt.). This question helps to identify what other hotel amenities areconsidered necessary to travelers except standard amenities.Nominal scale allows respondents to select without preference patternstowards other hotel amenities.

Q8: Dichotomous (two choice) question/ Nominal scale Firstly, interviewees were asked whether they prefer to at the hotels

restaurant or at the local restaurant/food store with specialties.

Q9: Multiple-choice question/ Nominal scale Next, tourists will choose the way they would like their meal to be served,whether it is buffet at the restaurant, or BBQ by the beach or free choice orfood ordered by traveling companies. This question will help travelingcompany to determine what dining style best meets customers expectation.

Q10: Category-scale: Interest scale/ Ordinal scale

Respondents were asked to measure their interest in different kinds of entertainment activities varied from laziness, exploration to adventure. Thisquestion helps to identify which activities are most favored by most tourists.Ordinal scale required respondents to express relative interest towards eachentertainment style.

Q11: Likert-scale/ Ordinal scale

SERVQUAL3

model was applied to design this question. 7 elements werecarefully selected to evaluate customer service quality of beach tour packageoffered by current travel companies (Responsiveness, Assurance, Empathy,Intangibles, and Reliabilities). This question served to understand the levelof satisfaction Vietnamese tourists perceived compared to their expectations.From that, Eden could understand how Eden, among all traveling agenciesin HCMC, is performing.

Q12: Open-ended question

3 Parasuraman model to measure service quality

Dining

Entertainment

Customer service


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Respondents were asked to provide additional comments on areas needimprovements in designing and organizing beach tour.

********************

Part III: Interviewee information

Q13, 16: Interval scaleAge group and Income.Interval scale was applied because researchers would like to identify thedifference in age and income between respondents.

Q14, 15: Nominal scaleEducation level and GenderNominal scale was applied because researchers would like to identifyrespondents into subgroup according to education level and gender.

market research on customer expectations on domestic beach tour travel in vietnam

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